Do you want to target your ads using audiences from Google Analytics? Do you want to use
conversions from Google Analytics in Google Ads? Well, you're in the right place! I'm going to show
you how to use your conversions and audiences from GA4, Google Analytics 4 in Google Ads.
Before we can use our audiences and conversions from GA4 in Google Ads,
we need to link our accounts. It's also worth checking this if you're not sure they're
linked. So let's start by heading to Google Analytics to check this. We're looking at my demo
account and we're in the 'Admin' area. So let's select 'Google Ads Links' in the property column.
If your Google Ads account is already linked, you will see it listed here. If
your account isn't listed here, then you'll need to link Google Ads and Google Analytics.
To do this, you will need administrator permission in Google Ads and Google Analytics. If you don't
have the correct level of permission in both accounts, then you won't be able to link them.
Since I do have administrator permission in Google Ads and Google Analytics, let's click 'Link'.
Now we need to choose our Google Ads account.
And then click 'Confirm'.
Now we click 'Next'. And we can adjust the configuration settings.
The first option lets you control if audience lists will be made available
in Google Ads. Since we do want to use our audiences, we're going to leave this enabled.
Auto-tagging will automatically pull data from Google Ads into Google Analytics,
so we're going to leave this option too. And the final option lets us access Google
Analytics features directly inside Google Ads. For example, we now have the option of building Google
Analytics audiences directly inside Google Ads. So let's leave this enabled. Now let's click 'Next'.
We can review the selections we've made. Then when you're ready, click 'Submit'.
We can see our Google Analytics property is now linked to Google Ads. And we can see it can take
up to 24 hours for data from Google Ads to begin appearing in Google analytics. Let's close this.
Since our accounts are now linked, this also means that any audiences we've created in Google
Analytics will automatically be available in Google Ads. Let's take a quick look at our
audiences. To do this, let's select 'Audiences' in the property column. By default your GA4 property
will include two audiences. These are the 'All Users' and the 'Purchasers' audiences. In my demo
property, we can see I've already created some other audiences. There's an audience for leads,
people who haven't converted, people who've made multiple purchases, and more.
All of the audiences from Google Analytics will be automatically available in Google Ads.
Before we head to my Google Ads demo account, I want to highlight that there are a few different
versions of the Google Ads interface. So when you open your account, you might find that the options
we're about to look at are in a different place. If you find that you're using a different version
of the interface to my account, then check out my video covering the versions. There's a link
in the card and also in the description below this video. Okay, let's head to Google Ads. To find the
audiences in my Google Ads account, let's select 'Tools and Settings'. And then 'Audience Manager'.
We can now see all of our audience lists, or segments, in Google Ads. This includes audience
lists created in Google Analytics. If you're using the new version of the Google Ads interface, then
you can find the Audience Manager by selecting 'Tools' on the left and then 'Shared Library'.
To use an audience list with one of your campaigns, you will need to open the campaign.
And then choose 'Audiences' in the sub-menu. Again, if you're using the new version, this will
be in a slightly different area. You will need to select 'Campaigns' and then 'Audiences, Keywords,
and Content' to apply audience lists. Okay, then we click 'Edit Audience Segments'. Or if
you haven't applied a segment to the campaign yet, you will see an option to 'Add Audience Segments'.
If you're running a Performance Max campaign, then you can add audiences to feed Google's AI.
To learn more about Performance Max campaigns, I recommend watching my dedicated tutorial. There's
a link in the card and also in the description below this video. Now we can apply the audience
to our campaign. We can select 'Targeting' if we only want people in our lists to see our ads.
Or we can choose 'Observation' if we want to use the audience to adjust bids and for reporting.
We can then search for our audience from Google Analytics. Or select 'Browse'.
Then 'How they have interacted with your business'.
You can then add your audiences from Google Analytics to your campaign in Google Ads.
When you're happy, click 'Save'. Okay, now that we've covered how to use audiences from Google
Analytics with our campaigns, let's take a look at how we can use conversions from Google Analytics.
Let's select 'Tools and Settings'. And then 'Conversions'. In the new version of Google Ads,
you can find this by selecting 'Goals'. To use our conversions from Google Analytics, we need
to import them into Google Ads. So let's select the option to create a new conversion action.
Now we choose 'Import'. Then 'Google analytics 4 Properties'. Then 'Web'. And we click 'Continue'.
We're now given a list of all of the conversions that are configured in Google Analytics. We can
then select the conversion or conversions we want to import. And click 'Import and Continue'.
We've now imported the conversion from Google Analytics. To bid on conversions imported from
Google Analytics you will need to adjust the settings for your campaign. So let's head back.
And select a campaign. Now let's choose 'Settings'.
You can now adjust the options for 'Goals' and event 'Bidding' so that your campaign is
focused on the conversion or conversions you've imported from Google Analytics.
For example, we can select 'Goals'. Then choose 'Use Campaign-Specific Goal Settings'.
And we can select the conversion we imported from Google Analytics.
This will mean the campaign is now focused on the
conversion action we've selected to drive performance and optimization.
Remember to use these option you will need to ensure that Google Ads is linked to Google
Analytics. So take a moment to check that the correct accounts are linked. And to learn
more about setting up conversions in Google Analytics, and managing Google Ads, check out
my other tutorials. Are you using audiences and conversions from GA4 in Google Ads? I'd love to
know! Let me know in the comments below. And if you haven't already, take a moment to subscribe
to my channel and hit the like button. Thanks for watching and I'll see you in the next video!