Google Ads to Amazon S3

This page provides you with instructions on how to extract data from Google Ads and load it into Amazon S3. (If this manual process sounds onerous, check out Stitch, which can do all the heavy lifting for you in just a few clicks.)

What is Google Ads?

Google Ads (formerly AdWords) is a popular paid marketing tool. With Google Ads, you set a budget, select keywords, and publish ads that appear on Google search results pages relevant to your keywords. Google Ads collects data about campaigns that businesses can use to measure their effectiveness.

What is S3?

Amazon S3 (Simple Storage Service) provides cloud-based object storage through a web service interface. You can use S3 to store and retrieve any amount of data, at any time, from anywhere on the web. S3 objects, which may be structured in any way, are stored in resources called buckets.

Getting data out of Google Ads

Google provides a SOAP API for Google Ads. The first step of getting your data into your data warehouse is pulling the data off of Google's servers by using the AdWords API's Reporting features. This is a subset of the API's functionality, which also includes the ability to manage ads.

You can also link your Google Analytics and Google Ads accounts to allow the data to cross-pollinate. This can provide richer reporting due to the breadth of knowledge that exists in Google Analytics about the people who may have viewed or clicked your ads.

You can extract granular data from AdWords API reports, allowing you to see things like impressions, clickthrough rates, and CPC broken out by time period.

Loading data into Amazon S3

To upload files you must first create an S3 bucket. Once you have a bucket you can add an object to it. An object can be any kind of file: a text file, data file, photo, or anything else. You can optionally compress or encrypt the files before you load them.

Keeping Google Ads data up to date

So, now what? You've built a script that pulls data from Google Ads and loads it into your data warehouse, but what happens tomorrow when you have thousands of new impressions?

The key is to build your script in such a way that it can also identify incremental updates to your data. If you can identify some fields that auto-increment, you could use them to give your script the ability to recognize new data. You can then set your script up as a cron job or continuous loop to keep pulling down new data as it appears.

Other data warehouse options

S3 is great, but sometimes you want a more structured repository that can serve as a basis for BI reports and data analytics — in short, a data warehouse. Some folks choose to go with Amazon Redshift, Google BigQuery, PostgreSQL, Snowflake, Microsoft Azure SQL Data Warehouse, or Panoply, which are RDBMSes that use similar SQL syntax. If you're interested in seeing the relevant steps for loading data into one of these platforms, check out To Redshift, To BigQuery, To Postgres, To Snowflake, To Azure SQL Data Warehouse, and To Panoply.

Easier and faster alternatives

If all this sounds a bit overwhelming, don’t be alarmed. If you have all the skills necessary to go through this process, chances are building and maintaining a script like this isn’t a very high-leverage use of your time.

Thankfully, products like Stitch were built to move data from Google Ads to Amazon S3 automatically. With just a few clicks, Stitch starts extracting your Google Ads data via the API, structuring it in a way that's optimized for analysis, and inserting that data into your Amazon S3 data warehouse.