Paid Media Manager enables business-to-consumer organizations to extend next-best-action decisioning to paid environments, such as Facebook Ads and Google Ads, in order to leverage one-to-one decisioning and data intelligence on digital advertising platforms.
For example, the Next-Best-Action strategy may determine that based on an interaction in the call center, an individual named Troy Murphy is not eligible for a No-Fee Checking Account action from his bank, the UPlus Bank.
Sandra, a marketer who works for UPlus Bank, logs in to Pega Customer Decision Hub, and then reviews the ways to leverage first-party decisioning to optimize advertising for various ads in Facebook Ads and Google Ads. She notices an opportunity to reduce wasted ad spend for the No-Fee Checking Account action by preventing the associated ads from being shown to individuals who are not eligible for the action. She can then work with the advertising team to give them evidence-driven information about the opportunity, such as the number of ineligible individuals and the level of ad spend for that action across ad platforms.
After the advertising team reviews and accepts the proposed change, Sandra requests the necessary configuration changes from an NBA specialist. The NBA specialist makes the necessary configuration changes in Pega Customer Decision Hub. As a result, Paid Media Manager adds Troy to an audience in advertising platforms such as Google Ads and Facebook Ads, for example, Acquisition-Cards-UPlusBank No-Fee Checking Account-N. The advertising team then configures that audience to be excluded from being targeted with the action.
The result is that soon after the interaction in the call center, Troy's audience membership is updated across major ad platforms, and he is excluded from being targeted with associated ads in Google Search, Facebook, Instagram, and so on.
- Understanding paid tactics
Paid tactics are recommendations Paid Media Manager generates for each ad collection (known as an ad set in Facebook Ads and an ad group in Google Ads). The recommendations indicate whether a particular tactic is likely to be successful for the specific ad set or group, for example, whether excluding ineligible individuals is likely to increase the performance of that ad.
- Optimizing return on ad spend with the Conversion Bid Optimization tactic
Paid Media Manager enables the same conversion events that drive internal decisioning and model-based learnings to help drive the performance of ad spend by optimizing the advertising targeted at known individuals.
- Reducing wasted ad spend with the NBA Known Targeting tactic
Advertising on paid channels without a centralized Next-Best-Action strategy has the risk of wasting ad spend on ads which are not relevant to the individuals whom you want to target. For example, an individual may see an ad for a product which he or she already has, because the information is not communicated from your Pega Customer Decision Hub application to the paid destination where you are advertising. The cost of that impression is likely wasted and would be better spent on showing the ad to an individual for whom the product offer is
- Reducing wasted ad spend with the Negative Audience tactic
Optimize your ad spend by preventing ads display for ineligible individuals. You can see which ad collections have the largest negative audiences (that is, individuals who are not eligible for the linked action), alongside the amount of ad spend that they generate.
- Prospecting with the Conversion Lookalike and NBA Lookalike tactics
Paid Media Manager enables organizations to leverage their proprietary individual level data, decisioning, intelligence for prospecting by utilizing the lookalike capabilities of media platforms. You can also prospect for new customers using lookalikes of Next-Best-Action audiences.
- Implementing Paid Media Manager
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.
This section contains information for administrators.
Next topic Understanding paid tactics