How Do I Integrate Google AdWords?

CAKE & Google AdWords

CAKE for Advertisers is a digital marketing hub that helps advertisers understand their return on ad spend (ROAS). It tracks users across all digital channels, capturing impressions, clicks, user events, and conversions. Through deep integrations with traffic sources such as AdWords, CAKE can track the costs associated with user acquisition, and accrue these costs against eventual conversion revenue, also tracked by CAKE. If you are presently driving traffic via AdWords in the Search channel, use CAKE to capture the costs associated with clicks as well as keyword performance. See how AdWords touch-points interact with other channels to drive conversions.

Implementation Prerequisites

Review your Google AdWords strategy and setup before starting your paid search Channel implementation within CAKE.

Export the following data points from Google AdWords to reference as a checklist when performing the implementation in CAKE.

  • Customer ID
  • Campaign ID
  • AdGroup ID

Enable Auto-Tagging in Google AdWords

Auto-Tagging will attach the GCLID parameter to the URL people click through to help you tell which ad was clicked for each visit to your site. CAKE will use the value in the GCLID parameter in auto-tagged URLs to tell you which keywords brought a visitor to your site, which campaign that keyword was from, and how much that click cost. 

Note: Auto-tagging is turned off by default. You can turn it on by clicking the Billing, Account Settings, and Help  Account Settings   Preferences  Tracking

Noting Google AdWords Customer ID

Your Customer ID is found in the upper right hand corner of your Google AdWords account. Be sure to note this ID number for future use when performing the integration.

Exporting Google AdWords Campaign ID

Exporting Google AdWords Campaign ID

To export your Campaign ID report from Google AdWords, perform the following:

  • Click All Online Campaigns.
  • Click Campaigns.
  • Click ColumnsCustomize.
  • Click AttributesCampaign ID.
  • Click Apply then download this report as a CSV file.

Exporting Google AdWords Ad Group ID

Exporting Google AdWords Ad Group ID

To export your Ad Group ID report from Google AdWords, perform the following:

  • Click All Online Campaigns.
  • Click Ad Groups.
  • Click ColumnsCustomize.
  • Click AttributesCampaign ID.
  • Click Apply then download this report as a CSV file.

Mapping Naming Conventions in Excel

Mapping Naming Conventions in Excel

From your Excel report map the Google AdWords naming conventions to CAKE's naming conventions.  

In the example above, Google's Ad Group is mapped to CAKE's Offer Contract.

Setting a Unified Attribution Parameter

Note which URL parameter you will utilize as CAKE's Attribution Parameter, then ensure this is unified across all URLs.

Example Parameters:  

  • LS= Lead Source (PPC)
  • CS= Campaign Source (Google, Bing)
  • CM= Campaign Medium (PPC Campaign Name)
  • CT= Campaign Term (Ad Group Name/Keyword)
  • CID= (Campaign Source + Ad Group Name) - this will map to CAKE's Campaign 3rd Party Name

E.g., Google Ad URL

http://newportgrove.com/?ls=ppc&cs=google&cm=retail&ct=health+beauty&cid=google-health+beauty

E.g., Bing Ad URL

http://newportgrove.com/?ls=ppc&cs=bing&cm=retail&ct=health+beauty&cid=bing-health+beauty

Integrating AdWords with CAKE

Now that you have reviewed your Google AdWords strategy, exported your Campaign and Ad Group spreadsheets, and mapped them accordingly, you are ready to build your Google integration within CAKE.

Follow each section below to integrate your Google AdWords account with CAKE.

Adding a New Source

Adding a New Source

Create a Google AdWords Source within CAKE. A Source is the medium you will be using to drive traffic to your Landing Page. For steps to add a new Source please visit:

On the wizard, be sure to select Google AdWords as your Integration type.

Authorizing Google AdWords

Important! Do not Authorize your Google AdWords account until you have fully mapped all your CAKE Campaigns to Google AdWords and have placed your Dynamic Click Pixel on your Landing Pages. Perform all sections of this document then see the Completing Google AdWords Authorization section at the end of this document to Authorize the integration.

From the Google AdWord Source card, enter the following AdWord details then complete the remaining sections of this document before clicking Authorize.

  1. The Client ID is the Google AdWords Customer ID, found on the top right of your AdWords page.
  2. Campaign ID(s) will be the Google AdWords Campaign ID(s) that you will be mapping to this CAKE Campaign.
  3. Ad Group ID(s) will be any Google AdWords Ad Group ID's that fall under the mapped Campaign ID's in the field above.
  4. The Timezone field gives you the option to map your CAKE Campaign timezone to that of your Google AdWords account. For this step, you should reference your CAKE Instance Reporting Server Timezone and if it is different than your AdWords Account.

Creating a New Campaign

From the Google AdWords Source card, create a new Campaign by clicking CampaignsAdd Campaign.

A Campaign within CAKE is the relationship between a Source and the Offer Contract it is driving traffic to. For steps to create a new Campaign, please click here.

This new Campaign is the CAKE version of your Google Ad Group.

Select CPC as your Price Format then enter $0 for the Payout.

Note: CAKE will pull the cost directly from Google.

Identifying Campaign Attribution Hierarchy

CAKE will look at two different data points when attributing traffic to your Campaigns. If CAKE is unable to attribute traffic to your Campaigns based off of the following mappings, that traffic will be recorded under a default entity within your instance. Unless otherwise specified, this default entity will be an Affiliate Source.

 

Mapping 1:  3rd Party Name

CAKE will attempt to match values passed in the Attribution Parameter of the Dynamic Click Pixel to the 3rd Party Name value mapped on your Campaign cards.

In the example above, our unified attribution parameter is "CID" and on our Campaign, the 3rd Party Name is "google-health+beauty". When CAKE sees "google-health+beauty" in the CID parameter of the Referrer, the traffic will be attributed to Campaign ID 165 within CAKE.

Mapping 2:  Referrer Mapping

If CAKE is unable to map traffic based off of the 3rd Party Name above then it will check to see if the referring domain has been listed on the Referrer Mapping tab on the Campaign Card..

Note: Referrer Mapping is typically used to track Organic Search traffic because the Attribution Parameter will not be passed on traffic that you did not pay for. For this, create a "Google Organic" Source and the associated Campaigns. Be sure to add all Google Search domains that could be the originating source of your traffic.

Mapping 3:  Google AdWords Sub Tab

From the Google AdWords sub-tab, you will have the option to Authorize a different AdWords account than the one established on your Source Card. However, if you are using the same account, you can simply map the remaining fields on this tab and CAKE will inherit the account authorization from the Source level.

At this step, you will want to reference your AdWords Campaign and Ad Group spreadsheet to find the Campaign ID and Ad Group ID you wish to map this Campaign to within CAKE.

When CAKE reconciles stats against your AdWords account, any missing clicks will be inserted and attributed to the CAKE Campaigns based off of the Campaign and Ad Group ID's you have specified here.

  1. The Client ID is the Google AdWords Customer ID, found on the top right of your AdWords page.
  2. Campaign ID(s) will be the Google AdWords Campaign ID(s) that you will be mapping to this CAKE Campaign.
  3. Ad Group ID(s) will be any Google AdWords Ad Group ID's that fall under the mapped Campaign ID's in the field above.
  4. The Timezone field gives you the option to map your CAKE Campaign timezone to that of your Google AdWords account. For this step, you should reference your CAKE Instance Reporting Server Timezone and if it is different than your AdWords Account.

Placing the Dynamic Click Pixel

Once your Campaign mappings are complete within CAKE, please place the Dynamic Click Pixel on all Landing Pages you wish to track. For a complete setup guide for the Dynamic Click Pixel, please click here.

Completing Google AdWords Authorization

Once you have finished all CAKE Campaign mappings to Google AdWords and your Dynamic Click Pixel has been placed on your Landing Pages, you will be ready to click Authorize from the Google AdWords  Source Card.

Important! Complete your entire setup before authorizing the Google AdWords integration so that CAKE does not begin to track and insert stats from Google into the wrong CAKE Campaign.

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