6sense // Google Campaigns

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Hannah Haines
Hannah Haines Posts: 2 6senser
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Hey 6sense Customers! Wanted to reach out and pick your brains on whether or not you've experienced this error when syncing segments over to Google. We're running two campaigns where one is serving, but the other is not even though they're running off the same 6sense segment.

Has anyone run into a similar issue?

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  • Jim_Lionhurst
    Jim_Lionhurst Posts: 28 ✭✭✭✭

    Hi Hannah,

    I may be able to help you. Is the error occurring in 6sense or Google? What are the differences between the two campaigns and which one is not running?

  • Hannah Haines
    Hannah Haines Posts: 2 6senser

    Hey Jim! This is occurring in Google. The two campaigns being run are a display campaign which is serving and a search campaign which is not.

    Think we've found our answer which is around search campaigns needing a higher matched MAP audience. We're going to work on expanding the segment and adding more MAP contacts!

  • Allison Schoner
    Allison Schoner Posts: 3 ✭✭✭

    @Jim_Lionhurst The Display campaign is serving but the search campaigns are not. See attached photos.

    Screenshot 2024-05-21 at 2.22.24 PM.png
    Screenshot 2024-05-21 at 2.22.00 PM.png
  • Jim_Lionhurst
    Jim_Lionhurst Posts: 28 ✭✭✭✭

    Hi Allison and Hannah,

    The likely reason that the Search campaign is not receiving traffic is because the audience is too small. Display campaigns reach 90% of all internet users, whereas search campaigns reach only users on Google.com who have searched a keyword that you are targeting.

    The problem with the 6sense Segments for Google Ads product is that it only builds segments with users who are already in your CRM, which is limiting. You can increase the segment size by 4 - 6X by pairing it with a remarketing audience for the same segment. This allows you to put all website visitors who fall into that segment into the audience without needing their contact data in your CRM. This can be done using Google Analytics.

    The other possibility is that there is an issue with the setup of the Search campaign. This could include low keyword bids, disapproved ads, inactive keywords, etc. Go into the keywords tab and hover over the status of a keyword that you expect to be live to see what it says. You might also try the Ad Preview and Diagnosis Tool: https://support.google.com/google-ads/answer/148778?hl=en

  • Allison Schoner
    Allison Schoner Posts: 3 ✭✭✭

    I ran the ad preview and diagnosis and it's not because of a negative keyword or something. I'm Googling what distribution preference means but cannot find anything.

    Why does the Google sync only build segments with users who are already in our CRM? And why would LinkedIn Sync work differently?

  • Jim_Lionhurst
    Jim_Lionhurst Posts: 28 ✭✭✭✭
    edited May 2024

    @Allison Schoner

    Google Sync only builds segments with users in your CRM because of Google's policies. Google doesn't allow audiences to be built with third-party data, only first-party data. You can enrich your first-party data with third-party data (which is what 6sense's tool does). Google has taken a closed ecosystem approach with their ad platform, which is unfortunate given how poor their B2B targeting capabilities are.

    More info on this policy here: https://support.google.com/adspolicy/answer/6242605?hl=en

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