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Google Ads Integration with SAP Marketing Cloud

Context

Google AdWords is an online advertising service developed by Google. It allows to display advertising with search results (paid search or Search Network), display banners (Display Network), video campaigns and more.

Scenarios

SAP Marketing Cloud offers an integration to Google Ads supporting these scenarios:

  1. Creating an user list on Google Ads: User lists can be used to target some contacts specifically (e.g. with higher bids) in the various campaigns on Google Ads.
    Use case: We know that subscribers of newsletters or loyalty card holders have a higher affinity to the company’s products than random visitors. Therefore placing a higher bid for them in the search network will show the company’s ads more likely with the search result. This brings the loyalty card holders more likely to the company’s web page and web shop.
  2. Creating a campaign (and an ad group and an ad) for Search Network on Google Ads. Here we create raw ad information on Google Ads. The marketer (or the agency) then can finetune and start the campaign on Google Ads. SAP Marketing Cloud fetches the success information and makes it available for success reporting.
  3. Linking an existing Google Ads (Search Network) campaign. After linking the Google Ads campaign to one campaign on SAP Marketing we fetch the success data.
    Use case: Many customers have marketing agencies that manage digital campaigns. To tie back the campaign success data along with platform costs SAP Marketing just links to the Google Ads campaign. With this success data can be compared cross campaigns and cross campaign types as well as actual cost data can be run against spend budget. This feature allows to continue the working model between the marketing department and the marketing agency yet giving the marketing department more transparency.

 

Marketing Agencies

Do you work with agencies? No problem, this integration supports you and your agency to do the work even better.

  • Your marketing agency can target people even more specifically by using the user lists. The user lists are loaded by your marketing department, there is no need to send your most valuable customer lists unhashed to anybody outside your company. The user lists are automatically updated based on your schedule setting.
  • You get the success data of the campaigns and can compare actuals vs planned.

 

 

How to use it

The Google Ads integration can be found in the campaign. When you create a campaign, select the “Paid Search” tile. In the campaign flow you can select whether to create or assign a Google Ads campaign.

 

Creating or assigning campaigns currently supports Search Network campaigns only.

For either scenarios you can add an audience / a target group which then is replicated as a user list to Google Ads.

To create a user list on Google Ads it is necessary to do it via a campaign, however it isn’t necessary to activate or use the particular campaign on Google Ads side. The user list can be used where ever needed in Google Ads.

Both scenarios fetch success data from Google Ads.

 

Prerequisites

  • the customer needs to have a Google Ads account
  • the customer needs to have or license an own SAP CPI tenant
    • to install the app for Google Ads integration. See SAP Developer Hub SAP Marketing Cloud Google Ads Paid Search Integration.
    • to configure and store Google Ads Access token from their Ads MCC account

 

Architecture of integration

On SAP Marketing Cloud the integration scenario SAP_COM_0030 describes the setup in more detail.

See how it is embedded into SAP Marketing Cloud:

 

In case of issues:

In case you face any issues, please take a look at this link, and create an SAP support ticket. Please understand that in this blog we can discuss business practices and the SAP ticketing is meant for technical questions or issues.

22 Comments
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  • Good to know about the integration panel and targeting areas. we need more stuff on how does it works, is the platform does bid management’s only or else can we try to get the competition analysis throughout the search journey. what about the analytics platform and integration with the sales and revenue output. kindly provide elaborated stuff so that advertiser can interact with you.

  • Hi Michael Rey  ,

    Thanks for the detailed information . Appreciate the same . We are doing the Adword integration and even getting the Google Adword account name in Hyris Marketing . But while releasing campaign we are getting an error OperationAccessDenied.ACTION_NOT_PERMITTED . I saw a blog in google group forum where it says this happens because of access level of the Adword user account being used for creating the Google token. Is there any pre-requisite what should be the Google Adword user access level for SAP Integration content to work ? .

    https://groups.google.com/forum/#!topic/adwords-api/9IGbNn7QF_U

    With Regards ,

    Saurabh Kumar Pandey

    • Hi Saurabh,

      we will follow up on your question but kindly understand that I ask you to create a ticket for this on the OSS / BCP. Then we can internally drive a solution much easier.

      Thanks

      Michael

  • Hi,

     

    Thanks for the details. However what is very unclear is how far the AdWords integration stretches. According to Google, Adwords stretches across:

    • Remarketing
    • Video content
    • Product Listings

    Does the Hybris Marketing integration tie into this by Linking to an existing adwords campaign or is this integration not possible?

     

    Many thanks

    Mike

  • Hi

    I’m configuring Google Adwords integration with SAP Mktng Cloud according with the SAP guide https://help.sap.com/viewer/65e50a5c66c04e8aa7edcbade3c50eb6/1811.500/en-US.

    Everything looks fine in SAP CPI and SAP Mktng Cloud, but when i try to test te integration with GoogleAds campaign to see the googleads accounts lists, its empty.

    I dont know if maybe i need to do something else in the configuration.

    Regards.

    • Hi Carlos,

      Please take a look at this link, you need to create an SAP support ticket so that we can grant access for your SAP Cloud Platform Integration user to communicate with the SAP Central tenant.

      Best Regards,

      Xuebo

      SAP Marketing Development

       

      • Hi,

         

        According with the guide, i trigger the integration service with postman. It show us correct info, and we can show the interface in SAP CPI Monitor.

        But, when i create the campaign in SAP Mktng Cloud, the account list still empty.

        Can some one help me please? I created a support note today.

    • Hi Jeremy,

      Google Ads success data unfortunately are (similar to Facebook campaign success data) only on aggregated level, they are not delivering any information that we can load as interactions and then attach to the contact’s profile.

      However if you use the Google Analytics integration that fetches the link to the paid campaign and out of this interactions are created and then show with the contacts profile if the contact is a known user on the webpage.

      Best regards

      Michael

  • Hello, we have connected Google ads to our Marketing cloud test tenant as we are now setting up Marketing cloud in our company. Scenario 1 in your blog is our main use case. We have tested this and it does not work. I’m adding a few images from our log. Please advice.

     

     

    • Hello Jukka-Pekka Niemi,

      Please take a look at this link, you need to create an SAP support ticket on component CEC-MKT-SEM-PSI so that we can follow up on this. Please also add the images from your log.

      Please understand that this blog is intended for business best practises while the SAP support ticket process is best suited to follow up on issues.

      Thanks

      Michael

  • Hello, Michael,

    Thank you a lot for a great blog!

    Did I understand right that customer list contains emails from golden profile? Is there any possibility to send cookie IDs instead of emails?

    • Hello Mariya,

      happy that you like it.

      For custom audiences we currently only send over email ids or mobile ids (which are hashed. cookie IDs are currently not supported. For that we would refer to the retargeting on Google Ads.

      Hope that helps

      Michael

      • Michael,

         

        Thank you for information!

        We configured integration between SAP Marketing Cloud and Google Ads and found that CRM lists are created each time when regular campaign is executed when the logical list is updated.

        Is there any possibility instead of creating new to update existing CRM lists or delete previous CRM lists when new lists are created?