Paid Media Manager extends Next-Best-Action to modern digital advertising platforms, such as Facebook Ads and Google Ads. Each individual's Next-Best-Action is communicated through audiences on ad platforms. To implement Paid Media Manager in your organization, you must start by configuring the connection to the paid destination.
- Learning about paid destinations
A paid destination holds the configuration of how an ad platform receives audiences using a specific integration mechanism. You can have multiple paid destinations for each ad platform. For example, separate Google Ads accounts may be used for Google Search and for YouTube. After a paid destination is set up, it can be configured to receive paid audiences based on Next-Best-Action Designer or intelligent segments.
- Configuring CRM-based connections to paid destinations
Paid Media Manager uses the CRM-based matching APIs for Facebook Ads, Google Ads, and LinkedIn Ads to synchronize paid audiences. To set up a connection, you must configure both Paid Media Manager and the paid destination to which you want to connect.
- Optional: Verifying the paid synchronization by enabling segment updates on paid destinations
After you configure the connection with a paid destination, you can test the synchronization by enabling one of your customer segment to be synchronized with the destination. Synchronizing a segment creates paid audiences based on the segment in the paid destination. Since segments can be based on multiple factors, such as traits or AI analytics, they can be a tool to build audiences in the paid destination, or simply to test whether the synchronization can connect to the paid destination.
- Configuring web-based and DMP connections to paid destinations
In addition to modern, CRM-based platforms, Paid Media Manager also supports pixel-based APIs provided by advertising technology platforms, including demand-side platforms (DSPs), data management platforms (DMPs), and advertising networks. Instead of CRM-based APIs, these platforms generally rely on third-party cookies to build anonymous profiles and target individuals with ads. Paid Media Manager integrates with these mechanisms to deliver people-based Paid Audiences and Next-Best-Action decisions.
- Generating Next-Best-Action web audiences with Paid Media Manager
Use Paid Media Manager to target individuals on paid channels based on your enterprise data and decisions.
- Enabling AI-driven advertising with paid click capture on Facebook Ads, Google Ads, and other platforms
Pega Customer Decision Hub campaigns that target paid audiences use Next-Best-Action to select the most relevant action for each individual. Paid Media Manager communicates that decision to ad platforms, and targets the individual with relevant ads. Regardless of whether the targeted individual responds positively (by clicking the ad) or negatively (by ignoring it), their behavior should be communicated back to Pega Customer Decision Hub, so that the AI models that govern targeting can learn from the interaction. To do this, you can configure
- Enabling the offline conversion job scheduler for Paid Media Manager
To enable Paid Media Manager to send data about offline conversions to CRM-based destination platforms, enable the OfflineConversionRTTrigger job scheduler.
- Enabling paid tactics
To enable paid tactics, you must configure relevant settings in Pega Customer Decision Hub.
- Enabling learning from own-channel models for the Paid channel
You can enable surrogate adaptive models for paid media while the Paid-specific models mature.
- Enabling learning from Paid-specific models for the Paid channel
If required, you can enable channel-specific adaptive models for paid media to help optimize your advertising based on responses from the Paid channel.
- Configuring the PaidMediaSync queue processor to optimize performance
The PaidMediaSync queue processor manages the synchronization queue for Paid Media Manager. To help optimize performance, configure the queue processor as described below.
- Defining triggers for paid media
For consistent results across owned and paid channels, you can use Next-Best-Action to drive customer engagement on external media platforms such as Facebook Ads and Google Ads. Using Next-Best-Action with paid media ensures that each individual in an audience is targeted with the optimal offers at the right priority and maximum bid amount.