When you deploy to Google, Radius sends email addresses to a Google User List. Email addresses sent from Radius are matched to Google User Accounts using Google’s Customer Match process. This can take up to 24 hours to finish matching.
Once Google’s Customer Match process is done matching, you can add your list to Search, YouTube, and Display (Gmail only) campaigns. The ads are seen when matched users are logged into their Google accounts.
- Search - Search Network only and Search Network with Display Select keyword campaigns
- YouTube - Online video (TrueView) ads
- Display (Gmail only) - Display Network only ads at the top of a Gmail inbox.
Best Practices for Advertising on Google
- Know how much you’re willing to pay for a click on your ad since AdWords sets your bids to help you get as many clicks as possible within your budget.
- Try to write headlines so they make sense when read together and separately. And, Capitalize the first letter of every word in your headline.
- Know your keywords. These are the search terms that may trigger your ad to appear next to search results. A good idea is to include one or two keywords in your headlines.
- Use a clear call to action. Include specific prices or promotions.
- Track the campaign’s performance using Google Ads Manager. For accurate tracking, use one Customer Match audience per ad campaign.
- If you’re driving website traffic, try tracking traffic and conversions.
Build A Segment
When you build a segment for omnichannel marketing, make sure you select the business and contact signals Email and Phone so your digital ad platform has the right information to build an audience. Then, use any other Radius signals to target your audience. Most ad platforms require a minimum number of records for an audience so we recommend building Radius segments with at least 2500 records to meet that requirement after matching.
Best Practices for Building a Segment for Google AdWords
- When building your segment, aim for a set of records roughly five times (5x) your advertising budget. For example, if your budget for a particular campaign is $20,000, then your ideal segment should have 100,000 records. Expand your reach by selecting the Radius Audience Enhancement option.
- Build segments with strong historical success to deploy net-new records.
Deploy Records to a Google User List
Once you build a segment, you'll send New Radius records to Google AdWords. Do not edit or modify the segment. You'll deploy those same records to Salesforce for tracking performance. Plus, you can also deploy to other channels for an omnichannel marketing approach.
Best Practices for Deploying to a Google User List
- Deploy at least 2,500 records to account for ones that may not match.
- Use audience enhancement for lifts in audience size. We've seen upwards of 4x lift.
- Import the CSV file to your CRM as soon as we email it to you. This way, you can the track performance of New records.
Deploy Records to Salesforce and Track Performance
Deploy the same New Radius records to your Salesforce to start tracking performance. When Radius syncs with your Salesforce, those records are identified within Radius as Open records. The sync update can take up to 30 minutes.
Measure and Optimize
There are two types of metrics you should focus on: pipeline performance metrics and customer interaction metrics.
Pipeline performance metrics help you track the impact of your demand and sales programs across channels and how those programs influence/source your revenue goals.
Customer interaction metrics help you understand at a granular level how prospects interact with your brand and respond to your message across all the channels you use.
Google AdWords has channel-specific metrics such impressions, click-thrus, costs, and bidding optimization. While Radius doesn’t track campaign-level metrics, it allows you to identify future campaign efforts based on historical conversions through the funnel and machine-learning. Predictive and segmentation features analyze historical performance across deployed segments and help you identify which audiences to target next, allowing you to build a consistent feedback loop between the marketing campaigns and customer interactions for your omnichannel experience.