Send Segments to a Google Ads Remarketing List

This procedure requires a Google Ads remarketing list, pixel code, and an Audience Manager URL destination. It is also known as a remarketing list for search ads (RLSA) integration. Applies to paid search only.

IMPORTANT

Please note that this is not a productized integration of the two systems.

To set up a Google Ads remarketing list as an Audience Manager URL destination:

  1. In your Google Ads account, create a website re-marketing list and write down your conversion ID.

  2. Use the following URL as a template for the Base URL and Secure URL. Replace the xxxxxxxx section with your conversion ID.

     //googleads.g.doubleclick.net/pagead/viewthroughconversion/xxxxxxxx/?value=0&guid=ON&script=0&data=%ALIAS%
    
  3. In Audience Manager, Create a URL destination or edit an existing destination. Use the following settings when creating the destination:

    • Type: URL
    • Serialize: Enabled
    • Delimiter: Semicolon (😉
  4. In the Segment Mappings section of your URL destination, add the code from step 2 to the URL and Secure URL fields. Prefix the code with http: and https: in the URL and Secure URL fields, respectively.

    IMPORTANT

    Replace encoded ampersands & with un-encoded ampersands &

    Unsecure URL code:

     http://googleads.g.doubleclick.net/pagead/viewthroughconversion/xxxxxxxx/?
     value=0&guid=ON&script=0&data=%ALIAS%
    

    Secure URL code:

     https://googleads.g.doubleclick.net/pagead/viewthroughconversion/xxxxxxxx/?
     value=0&guid=ON&script=0&data=%ALIAS%
    
  5. Click Save.

    NOTE

    If you’re working with multiple segments, get a new pixel for each segment you want to map to a Google Ads destination. This ensures the data is applied to the appropriate remarketing list.

  6. When mapping a new segment to this destination in Audience Manager, define the mapping as aam=segmentID and replace segmentID with the ID of your segment.

  7. When defining a bucket in Google Ads, create a rule that matches the mapping defined at step 6.

A completed mapping could look similar to this:

On this page

Adobe Maker Awards Banner

Time to shine!

Apply now for the 2021 Adobe Experience Maker Awards.

Apply now
Adobe Maker Awards Banner

Time to shine!

Apply now for the 2021 Adobe Experience Maker Awards.

Apply now