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Email Campaign and Google Ads

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chrisdellinger
Level 2

Email Campaign and Google Ads

So, you have an email campaign. Then you want to serve ads ONLY to those who open that email. How do you do it?

Note: a new audience is generated every day. So a daily email goes out...

Thank you so much!

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SanfordWhiteman
Level 10 - Community Moderator

Re: Email Campaign and Google Ads

To remarket to people who register an Opened Email, you need to implement a unified end user identifier, i.e. Google User-ID.

 

This allows the cookie (on the web side) to be linked to the open event (on the Marketo side) — remember, opens do not use cookies. Depending on your volume, you may be able to use a webhook to bind the User-ID to the lead, but if you're talking 100K+ opens per day this isn't feasible and instead you'd need to do a bulk export from Marketo API and then bulk update via the Google API.

 

As you can probably get from the above, you'll need to involve a dev.

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2 REPLIES 2
SanfordWhiteman
Level 10 - Community Moderator

Re: Email Campaign and Google Ads

To remarket to people who register an Opened Email, you need to implement a unified end user identifier, i.e. Google User-ID.

 

This allows the cookie (on the web side) to be linked to the open event (on the Marketo side) — remember, opens do not use cookies. Depending on your volume, you may be able to use a webhook to bind the User-ID to the lead, but if you're talking 100K+ opens per day this isn't feasible and instead you'd need to do a bulk export from Marketo API and then bulk update via the Google API.

 

As you can probably get from the above, you'll need to involve a dev.

View solution in original post

chrisdellinger
Level 2

Re: Email Campaign and Google Ads

Thank you so much for your reply. The volume is not that significant. We're talking about less than 100 a day...