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First Party Modeled Audiences powered by Google

First Party Modeled Audiences powered by Google is a ML modeling service which allows advertisers to take a Lytics Audience built from 1st party data or an existing Google Ads Audience and greatly expand its reach to a new and/or unknown set of potential customers that "look like" the known audience.

Lytics offers the only interface for configuring models, interpreting insights, and activating new audiences with this service. Simply select any of your highly targeted first party audiences built in Lytics or an existing list already in your Ads account as a "seed" to model with.

Insights are returned as part of the model and will be visualized in Lytics to aid in deciding at which threshold to activate an audience.

Prerequisites:

  • The Seed Audience must contain at least 5K users
  • You must have a Lytics account with the Google Modeled Audiences feature enabled
  • You must have a Google Ads Account. This will be the destination for the Model as well as the Audience
  • You must have the authorization configured for the Google Ads Account in your Lytics Account
  • The authorized Google Ads account must be granted access by Google to the Modeled Audiences service (The Lytics team will help facilitate this process).
  • The Seed Audience must be a Lytics Audience that already exists in your Lytics account or a Google List ID that already exists in your Google Ads Account
  • Seed Audience must contain users from one of the following supported regions: US, UK, DE, FR, AU, CA, JP, MX, BR, IN, NL, IT, TH, RU, PH, TR, ID, SG, PT, HK, ES, KR, AE, SE.

Reach out to your Lytics contact for assistance ensuring all requirements above are met.

Integration Details

This Integration utilizes Google's Modeled Audiences API (Google documentation not publicly available) to create models, retrieve insights and activate audiences. Our Google Customer Match API integration is used to deliver a Lytics Audience as a seed list. Refer to our Export Audiences (Customer Match) documentation for full integration details.

Configuration

Data Flow Diagram:

Google Modeled Audiences Data Flow

Authorization (Two Steps):

Step 1: Configure Oauth to access the Google Ads API for the desired Google Ads Account. Step 2: Reach out to Google team to link your desired ads account with the Lytics Ads Account (accountid: 917-485-6635). This is required to enable Lytics access to the Google Audience Service API. We use our account to create the Model and activate the Audience in your Ads Account.

Workflow Steps

Follow these steps to create a model, review model insights and activate an audience based on the model.

  1. Navigate to Google Modeled Audiences in the Laboratory section of the Lytics App and select Create New.
  2. Select Google Ads as the Provider.
  3. Select the correct job type based on the type of Seed List you plan to use: a List in your Google Ads Account or a Lytics Audience.
  4. Next, select the Google Ads Account Authorization to be used or create a new Authorization.
  5. Complete the Model configuration. Note: The Seed Audience must contain at least 5 thousand users
    • Google Seed List: Fill out the configuration and select a Google List from the Customer Match Seed List dropdown menu.
    • Lytics Audience: Select the Lytics Audience to be used as your Seed List, then proceed to complete the configuration. Refer to our Export Audiences (Customer Match) documentation for info on field mappings.
  6. Review Model Details and click Complete. Note: For Models using a Lytics Audience as the seed list, once created it takes about 20 minutes for the Model to display in the Model List.
  7. Once the Model has been completed a Model Summary page is available showing the Model Status as well as insights. Google trains the Model for 48 hours. The Model Status will show as Training and the Insights section will be empty
  8. Once the Model is trained the Status will show Ready and Model Insights will be available to review.

    Model Insights:

    The Threshold Insights section will include thresholds by:

    • In-Market Categories
    • Affinity Categories
    • Gender
    • Age
    • YouTube Channels
    • YouTube Categories

    Categories are shown at the following Threshold Percentages (Thresholds allow you to define which percentile of match scores to use when expanding your reach. For example top 2.5% represents the top 2.5% of the total addressable audience that looks most like your seed audience.):

    • Top 2.5%
    • Top 10%
    • Top 20%
    • 2.5%-10%
    • 10%-20%

    You can evaluate the insights by category and threshold to inform the threshold to use when activating the Model. Once the desired threshold has been identified (any threshold can be used for activation), click Activate Model to move to the next step.

  9. Complete the Audience Configuration to activate an Audience in your Google Ads Account. The Lowest and Highest Scores (Threshold) for the Audience can be anywhere between 1 & 100 and control the Reach (% of the Model to be included in the Audience). Click Create Audience. Then the Audience will be available for use in campaigns in your Google Ads Account.

Deleting Models

Currently, deleting Google Models from Lytics is not supported. Once a Model is deleted in Google any activated audiences will not refresh (audiences refresh weekly using the existing model to re-rank the population). If you would like to have Models manually deleted from your Lytics account please reach out to Lytics Support.