Configure your Google Ads Integration with Pearl Diver for on-site data

Configure your Google Ads Integration with Pearl Diver for on-site data

The Pearl Diver Google Ads integration is designed specifically for on-site website visitor data.
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This integration allows you to automatically:
  1. Connect a Pearl diver audiences to a Google ad account Audience.
  2. Sync web visitors from Pearl diver to your Google ad account. 
Drive your Google Ads strategy more easily with the help of Pearl Diver. After integrating, you’ll be able to re-target existing customers, optimize targeting, and exclude profiles from advertising campaigns based on criteria such as purchase data. 

Setting up the Google Ads Integration

Prerequisites

Before configuring the Google Ads integration, ensure the following are in place:
  1. Google Ad Account: 

    1. You must have access to a Google Ads account that allows data uploads.

    2. The Google account you use must have admin permissions for this Ads account.

  2. At Least One Pearl Diver Audience Created:
    1. Create an audience filter in Pearl Diver for the data you wish to send through the Google Ads integration.
    2. This ensures the integration will have an audience to sync with.

How to Integrate Pearl Diver with Google Ads

  1. Log in to Your Pearl Diver Account:
    1. Use your credentials to access the Pearl Diver dashboard.
  2. Access the Action Tab:
    1. Click the “Action” tab in the side navigation tray.
  3. Search for Google Integration:
    1. Use the search bar to type “Google” and locate the Google Ads integration.
  4. Enable the Google Ads Integration:
    1. Click the “Enable” button to start the setup process.
  5. Authorize the Integration:
    1. A pop-up window will appear asking you to authorize the Google Ads integration.
  6. Log in to Your Google Account:
    1. Log into the Google account you want to use for the integration.
    2. This account must have admin access to the Google Ads account where you want Pearl Diver to upload audience data.
  7. Grant Permissions:
    1. Follow the prompts to grant the necessary permissions for Pearl Diver to sync audience data with your Google Ads account.
    2. Press the “Continue as…” button to proceed.
  8. Select the desired option for the business you want Pearl Diver to upload data. It must hold the ad account to which you want us to upload data. Press “Continue”.
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Important:
Ensure the Google account you use has direct admin permissions for the Ads account you want to connect.
Pearl Diver will only upload contact data to the Google Ads account authorized during the setup.
  1. You will see a Pearl Diver confirmation screen. Please close this tab.

  2. In Action configuration card, you will see the logged in mail under ‘Authorized as’ field. Select the ad account from ‘Ad Account’ dropdown and click Update button.

Setting Up Audience Mapping on the Actions Page

After enabling and authorizing the Google Ads integration, the next step is to select how you want to map your Pearl Diver audiences to Google Ads audiences. This choice determines the granularity and structure of your audience sync. Follow these steps:
  1. Go to the Actions Page:
    1. Navigate to the Google Actions page
  2. Locate Audience Mapping
    1. On the Actions page, you’ll see ‘Audience mapping’ card to change audience mapping for the web audiences.

    2. Choose from dropdown whether you want One-to-One Mapping or Many-to-One Mapping.
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This choice determines the granularity and structure of your audience sync. 

How the Pearl Diver to Google Ads Integration Works

Pearl Diver audiences can be synced directly with Google Ads audiences, enabling precise targeting and dynamic updates.
In Google Ads, audiences can be found under Tools → Shared library → Audience manager. 

How the integration operates under different mapping scenarios:

1:1 One-to-One Mapping

Definition:
  1. This setup allows you to create a direct, one-to-one connection between a single Pearl Diver audience and a single Google Ads audience.
  2. The Google ads audience will be named as “PDV | XXXX”
Key Characteristics:
  1. Exclusive Mapping:
    1. A Pearl Diver audience can only sync to one specific Google Ads audience.
    2. Similarly, a Google Ads audience can only receive data from one Pearl Diver audience.
  2. Precision:
    1. This setup provides precise audience control, ensuring that each Google Ads audience reflects a specific and clearly defined Pearl Diver audience segment.
    2. Ideal for use cases where audiences need to remain distinct, such as targeting different customer segments (e.g., "High Intent Visitors”, "industry-specific”, “Freq. visitors” etc).
  3. Dynamic Updates:
    1. Pearl Diver will automatically update the mapped Google Ads audience by adding new contacts daily and removing contacts after 7 days (or based on the retention logic you configure).
  4. Example Use Case:
    1. The "High-Intent Buyers" audience in Pearl Diver maps directly to a Google Ads Audience named "High-Intent Buyers", used for targeted campaigns aimed at customers ready to purchase.

Many-to-One Mapping

​Definition:
  1. This configuration allows multiple Pearl Diver audiences to sync into a single Google Ads audience.
  2. The default Google Ads audience will be named as “Pearl Diver”.
Key Characteristics:
  1. Combined Audiences:
    1. Multiple Pearl Diver audiences can be grouped together into one Google Ads audience.
    2. This is useful when you want to consolidate data for broader campaign targeting.
  2. Example Use Case:
    1. Audiences like "High Engagement Visitors", and "Frequent visitors" are all synced to a single Google Ads audience named "General Retargeting" for a broad campaign.

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