Google Ads and Zapier Integrations

2019 Jan. 18

Using Google Ads and Zapier integration, you can automate various tasks with otherwise take a lot of time. You can add emails to your Google Ads remarketing lists, start and pause campaigns, make changes to targeting (location, placements, audiences), increase and decrease budgets, etc. 

What is Zapier?

Zapier is an online tool that helps you automate your everyday tasks that are repetitive.

You can connect two or more applications/tools that you regularly use such as Gmail, MailChimp, Google Ads*, Facebook, etc. You don't need to be an expert coder or need to rely on developers to integrate two or more apps using Zapier.

You can automate data sharing and other functionalities between apps using Zapier. You can use existing Zaps or create a whole new workflow as per your requirement.

Note: Zaps are workflows that connect different apps.

*Currently, there are no Zaps that integrate Google Ads with other apps. We are building one which should be live soon. I will discuss more the same in this series of articles.

Example Zaps:

  1. If you are running lead-gen email campaigns, you want to make a list (on excel or Google Docs) of all the leads who showed interest and those who didn't respond yet. Doing this manually for each email lead that you approached will take up a lot of your resources. You can automate this using Zapier. Create a Zap (workflow) for your email software (MailChimp) and your content management system (Google Docs). Watch the explainer video (below) to understand how Zapier works. After watching this video, you will understand what triggers are, what actions are, and what tasks are.
  2. If you get emails with important attachments that you wish to move to your Dropbox, you would have to open the attachments in each email and then save them to Dropbox. Using Zapier, you can automate this process. You can create a Zap (workflow) where email attachments are saved to Dropbox.

Watch this explainer video to understand how Zapier works. After watching this video, you will understand what triggers are, what actions are, and what tasks are. 


What is Google Ads?

Google Ads is an online paid advertising platform. You can pay Google to show your ads to users who search on Google. 

Google also partners with different websites across the internet where you can place your ads. Google Ads provides different types of ads such as Call-Only Ads, Search Ads, Shopping Ads, Video Ads, Remarketing Ads, App-promotion Ads, etc.

Keywords define a user's intent. And keywords also relate to your business. Using these keywords, you advertise on Google Ads.
You select the keywords that best match users intent and your business offerings, you create ads for these keywords and you bid on these keywords to participate in Google Ads auctions where you compete with other advertisers in your domain. Whichever advertiser is willing to pay the most, Google places their ads on the top of the Google Search Engine Results Page. Similar auctions take place when you want to show your ads on other websites that partner with Google.

Except for Remarketing Ads, all other ad types work with keywords. Remarketing Ads are unique as you (advertiser) gets to upload a list of emails of users who visited their website. You create ads based on what actions these users took on your site in their previous visits and show these targeted ads when users are back online.

There are traditional remarketing ads as well as the new dynamic remarketing ads. While traditional remarketing ads help you reach out to users who previously visited your site, the limitation is that it is almost impossible to create customized ads for every previous visitor. Advertisers used to target broader audiences and created generic ad copies. Dynamic remarketing ads take away this limitation. By linking your merchant center, installing a dynamic remarketing code (Google provides) and creating audiences lists, you can show ads with the same products that users previously browsed on your website.


Example Remarketing Ads:

  1. A user checks out the new “eco-friendly lawn mower,” but he never purchased it. You can use remarketing to show an ad copy saying “you visited www.mywebsite.com, complete your purchase now” with a generic image. And using dynamic remarketing, Google automatically generates an ad copy with the image of the new “eco-friendly lawn mower.” This way, when the users see the same products they were browsing, there is a high chance for them to pick up where they left and complete the purchase.  

  2. Similarly, when a user adds a product to the cart and leaves it there, you can use dynamic remarketing to reach the user with compelling ad copy with product image to persuade them to complete the purchase.


Example of Search Ads


Image result for search ads google


Example of Shopping Ads


Image result for shopping ads google


Example of Display Ads: 


Related image


What can Google Ads and Zapier Integration do for you? 

Using Google Ads and Zapier integration, you can automate various tasks with otherwise take a lot of time. You can add emails to your Google Ads remarketing lists, start and pause campaigns, make changes to targeting (location, placements, audiences), increase and decrease budgets, etc. 

You will set a trigger from one of the Zaps and action will be set with AdNabu's Google Ads Zap. 

Once this workflow is set, AdNabu will automatically perform actions (start/pause campaigns, add/remove emails, etc) whenever the trigger kicks in. 

Learn more about different integrations between apps and Google Ads in this series of articles. 

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