The Ad Audience channel allows you to build an audience in Engage+ via a Filter, then send those individuals to an external ad platform for campaigning purposes. The ad platform compares those individuals against a list of platform users, and constructs a list of users that match against the records that you sent.
An Ad Audience Campaign in Messaging in not a traditional Campaign in the sense of deploying messages directly to your customers. Instead, when you launch an Ad Audience Campaign, Messaging sends the necessary recipient identifiers to the external ad platform. You then build the campaign, create the ad content, and so forth within the ad platform itself, not within Messaging.
Engage+ supports integration with Facebook and Google ad platforms.
This topic describes all of the various configuration options available for Ad Audience Campaigns. This topic assumes that you have already created the Campaign (see Campaigns for more details).
Note: The Ad Audience channel isn't available in the classic, or "legacy" version of the Campaign screen.
Before you can create an Ad Audience Campaign, you must first register your ad account within Messaging. See Facebook Audiences or Google Audiences for more details.
The Campaign screen is organized into four main sections available by clicking the appropriate tabthe top of the screen.
Setup |
Data |
Review |
Status |
Messaging supports the following types of Ad Audience Campaigns:
Regular One-off: Launches and deploys once, and then the Campaign status is set to "Done."
Recurring: Similar to a Date-triggered Campaign in other channels, you configure a recurrence schedule that controls when, and how frequently, the Campaign deploys. A Recurring Campaign allows you to keep the audience in the external ad platform up-to-date and synchronized with your Messaging database. When a Recurring Campaign deploys, Messaging runs a "change detect" on the current execution of the Filter versus the previous execution of the Filter. Messaging identifies all new recipients (records in the current execution of the Filter that weren't selected last time) and deleted recipients (records that were in the previous execution of the Filter, but weren't selected this time). Messaging then sends ONLY the changes (new records / deleted records) to the ad platform. In this manner, the audience within the ad platform stays synchronized with your Messaging database.
The use of the term "Audience" can be confusing because the same term is used to refer to two different concepts:
Within Engage+, an "audience" refers to a set of individuals selected by a Filter when the Filter logic is executed.
Within the ad platform, an "audience" refers to set of individuals who represent the targets of an ad campaign.
In summary, an Ad Audience Campaign is used to create an "Audience" within Messaging by means of a Filter, then to transmit that collection of individuals to the ad platform, to populate the "Audience" within the ad platform.
The Tool Bar at the top of the Campaign screen provides access to the following features.
Configure Campaign Metadata Messaging offers the ability to tag Campaigns with custom Metadata fields and values. These Metadata fields allow you to create Filters that look for specific Metadata tags in them, or for use in reports, future Campaigns, or other tasks. To assign Metadata values to a Campaign from within the Campaign screen:
For more information on setting up Metadata fields, see Metadata Settings.
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Assign Campaign Tags Optionally, you can assign one or more Tags to your Campaign. These Tags serve as an organization tool that allow you to group together items for reports and Filters. Note: If your Campaign contains Cells & Splits, the Tag can be added only at the top-level Campaign, and not to an individual cell. To assign a Tag to the Campaign:
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Set Time Zone
The first time you log into Messaging, the platform prompts you to set your time zone. Once the time zone is set, all system dates and times will display according to that time zone (this setting can later be modified through the Update Profile screen). However, when scheduling a Campaign, you can manually overwrite the user profile setting, and establish a different time zone to be used for just this Campaign. To establish the time zone used for all scheduling activities related to this Campaign:
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Configure Report Settings Messaging tracks and reports various system events, such as user clicks, opens, delivery, and more. The platform allows you to configure various report options at a Campaign level. To set the Campaign's report options:
Note: Please speak with your Customer Service Representative for more information on enabling the Delivery Audit feature.
Note: Please speak with your Customer Service Representative for more information on enabling the Google Analytics feature.
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Configure PURL Options A Personalized URL (or "PURL") is a website address that contains one or more personalized elements, such as the consumer's first name and last name, for example. Before you can use a PURL in your Campaign, you must complete the following setup steps:
After you've completed all those steps, you can bind the Web Form to your Campaign. When you bind the Web Form to the Campaign, the platform will automatically generate the values for the PURL Field. To bind the Web From to your Campaign:
For more information on setting up Personalized URLs, see the PURL Domains topic. |
The Campaign screen provides the following Campaign management features:
Copy a Campaign From within the Campaign screen, you can copy an existing Campaign to use as the basis for a new Campaign:
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Delete a Campaign When you delete a Campaign, the system moves it from its current folder location into the Recycling Bin, where it can optionally be restored if needed. If the selected Campaign is stored in a folder to which you don't have the proper access privileges, you won't be able to delete that Campaign. From within the Campaign screen, you can delete a Campaign:
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Rename a Campaign To rename a Campaign:
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View Campaign Details To view detailed information about the Campaign:
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Topic updated: January 2021