Google AdWords
Pay-per-click ad platform for Google search
Places pay-per-click advertising across text-based searches, graphic displays, YouTube videos, and in-app mobile displays
Enables search trend research and creation of targeted cross-platform Google ads with keyword planner
Targets custom Google ads based on country, city, region, or distance from location
Uses “customer match” to market campaigns to target audiences using customer data like email addresses
Charges only when viewers click on the advertising, no contracts, no ad budgets, and fees are predictable to scale with your business
How Google AdWords works
The most common AdWords implementation is to configure a website to trigger conversions, or tag visitors for re-marketing. Each conversion or retargeting event requires a different code snippet to be created in AdWords and installed into your site. AdWords assumes conversions and retargeting tags are page views, so getting these AdWords events to fire based off an user event other than page load can be challenging.
For mobile, AdWords also offers mobile SDKs and an API to record mobile conversion events. Bundling the SDK, learning the AdWords SDK methods, and tagging your app with custom events is usually the quickest option, but still takes some time. If you don’t want to bundle another SDK in your app, you’ll need to manually grab the Advertising ID from your users’ devices and send an event to your own server when a conversion event happens in the app, then redirect that event to the AdWords API.
Get more out of Google AdWords with Segment
Segment provides an easy-to-use event mapping interface so you can use your existing track events to trigger conversions and re-marketing tags. Revenue will be mapped and passed along automatically, plus your event properties get sent through to AdWords as custom parameters. You can also fire one or more re-marketing tags on all pages of your site, using just the conversion label identifier.
If you need to trigger conversion events from inside a mobile app, that can be done without code changes or the need to re-submit to the app store. Everything can be handled by your existing Segment mobile implementation, and data is sent directly from Segment servers to AdWords behind the scenes.
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Integrate Google AdWords with Segment
Segment makes it easy to set up Google AdWords.