Google AdWords Campaigns are part of Capillary’s Offline Social Campaigns, through which brands can reach out to their Offline customers on various Google placements.

Google AdWords has a feature called Customer Match, through which brands can upload external customer data (email, mobile), and match it with the user profiles of Google. Once matched, brands can show ads specifically to these customers on Google’s Display Network (Search, Gmail and YouTube).

Capillary’s Campaign Manager is integrated with Google AdWords and can directly push out CRM lists to the brand’s AdWords account. It can also pull the social performance metrics back to the CRM platform. The metrics are used to build integrated reports to measure ROIs, Test/Control and social media performance, all in a single report.

Note: To use customer email lists, your list must have at least 1,000 active members. This helps protect the privacy of those customers.

Process Flow At a Glance


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Features of Google AdWords

Following are the key functionalities of Google Campaign Manager:

  • Create precise customer target lists using filters from both offline shopping and Google profiles (Interests, Behaviors etc.)

  • Secure and hassle free list transfers (not exposing customer PII across agencies/teams)

  • Single Integrated Tool for all campaigns

  • Closed Loop Reporting - Offline Conversion tracking and ROIs

  • Test / Control analysis on all campaigns to clearly measure incremental business

  • Ability to identify customers who are likely to respond to social campaigns (after multiple campaign executions)

The Campaign Management tool can now be used for:

Account Binding:

Bind the AdWords account with Capillary Social Campaigns using:

  1. Google Ads Client Id
  2. Google Ads Client Secret
  3. Google Developer Token: Get it Authorized from Google -https://developers.google.com/adwords/api/docs/guides/signup
  4. Google Client Customer Id
  5. Google User Agent
  6. Google Refresh Token

To know more, click on Generating Account Details. These credentials, can be configured within the Capillary’s Campaign Manager to link the CRM Org to Adwords.       

 For Account Binding follow the below mentioned steps:

  1. Login to Capillary Campaign Managers Tool
  2. Click on Campaign Settings(see figure below)
  3.  Next click Social Settings and enter the following Google Credentials
  4.  Click on Submit button. Following page appears:
  5. Once Social Campaign setting is updated successfully, next step is to execute the Campaign.

Campaign Execution

Find below the steps for Campaign Execution:

  1. Login to Capillary Campaign Managers Tool 
  2. Start a New Campaign. Click to know more on Creating Outbound Campaign
  3. In the Campaign Overview pageclick on +New Message and select Google from the drop down as shown below:
  4.  Create Recipient List using filters / upload csv / paste, using user profiles across multiple sources. Click to know more about Creating Recipient List
  5.  Push this list securely to Google Adwords Manager. It takes upto 24 hours for Google to match the users with their Google Profile.
  6.  Choose Campaign Specific List and click on Next. The following page appears:Click Next and select Schedule Message>Authorize>Approve>Send. It will be send out to Google.

Coupons:

Attach Personalized or Generic Coupons (Shareable or Non Shareable) linked to the Campaign.

Coupon Type
Configuration
Issuing Type
Distribution Type
Generic
Restricted to the List
Upload to CMT
Displayed on Ad copy / Image
Generic
Shareable
Issued by CMT
Displayed on Ad copy / Image
Personalized
Restricted to the List
Upload to CMT
Issued from Microsite
Personalized
Shareable
Issued by CMT
Issued from Microsite
  • Once the Campaign Execution is done, Campaign Manager will show the count of matched Google Profiles, with the mobile/emails present in the target list.
  •   Fetch the Match Count of the list back into Campaign Manager
  •   Send notification to all POCs (DM Agency, Brand Manager, AMs etc.) indicating that the list is available for them to run an Ad Campaign on.

Linking Campaign to Google AdWords

Once the campaign is executed on Adwords, the performance KPIs can be pulled back into Campaign Management tool. Link Capillary Campaign List to Adwords Ad Group where the list was used.

Find below the steps for linking the Campaign to Google:

  1. Go to Campaigns in Intouch and select the Campaign to link
  2. In the Campaign Overview page, select Link on the right bottom. The following page appears where select the Google Adsets where the list was used and click on Link to Google button. Click on Details in the Overview page to see further on social media metrics.

New Linking Edit Flow : In case an Ad group is erroneously linked to the Capillary Campaign, the user can now go back and edit the linkage directly from the UI. Fetch Social Media KPIs for campaign performance.