Launching Campaigns to Google Ads

Lattice supports Google Ads platform. With Google Ads connector in Lattice, Marketing Managers can automatically set-up audiences in Google Ads with the audience segments created in Lattice.

Within Lattice, campaigns are created and they include prospects/contacts of a segment. When campaigns are launched to Google Ads using the Google Ads connector, the contacts are automatically synced to the Google Ads Audience.

Click here to learn more about creating campaigns in Lattice.

Click here to learn more about connecting to Google Ads Account.

Steps to launch Google Ads campaign

Step 1: Launch the Google Ads campaign from Campaign Dashboard page

In the Lattice Campaign dashboard page select the Google Ads connector and click Launch.

Step 2: Configure the launch settings

Use the fields in the launch settings to add the contacts from a segment to a Google Customer Match Audience. The Google Audience can be used in a Google Ad Campaign as either "targeting" (only target users in the segment), or "observation" (bid more on the users specific to a segment, but do not exclude others).

Ever-green / Always-on campaigns

Audience segments in Lattice are dynamic - accounts and contacts are being added and removed based on the segment criteria. Tracking and applying these changes to the Google audience can be done ad-hoc (Launch Once) or recurring (Daily, Weekly or Monthly).

What happens after a Lattice campaign is launched to Google Ads

Once the campaign is launched, users should expect to see the following in Google Ads Audience page:

• A new Audience is created in Google Ads or contacts are synced to an existing audience based on user selection.
• The Audience should contain contacts from the Lattice campaign. The number of contacts synced into Google Ads is based on predetermined logic, where Google Ads determines the identity of a contact and includes into the Audience. Google Ads does not provide visibility into who are the contacts includes (or not included). 

To learn more about Audience created in Google Ads click here

Known limitations

• First name, Last name, country, zip and phone can all improve match rate. These do not need to be enabled for export. If those fields are mapped to the corresponding default contact attribute in Lattice, the campaign launch will automatically populate this data in Google. 
• If you have MCC account and sub-accounts and would like to launch campaigns to a sub-account, then Lattice connection has to be created by a user who only has access to the sub-account.