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Paid Specialist: Negative Audience tactic

Updated on August 3, 2022

This tactic optimizes your ad spend to prevent 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.

Pega Customer Decision Hub Paid Media Manager User Guide

The individuals' eligibility for the action is determined based on the engagement policies that you defined in Next-Best-Action Designer. The strength of this tactic for a particular ad collection is derived from the size of the negative audience. If a large number of individuals are ineligible for the action, excluding them from being targeted by ads for the action can help reduce ad spend that would otherwise be wasted.

Negative Audience tactic

Tactic strengthNumber of individuals in the negative audience
HIGHHigher than 1,000,000
MEDIUMBetween 1,000,000 and 100,000
LOWBetween 100,000 and 1,000
NOT RECOMMENDEDLower than 1,000

For example, an ad for the UPlus Bank checking account has cost 130 000 USD in ad spend over the past 30 days. Next-best-action eligibility rules are configured to exclude individuals who already own a similar product with UPlus Bank. In this way, over 1 500 000 individuals are found to be ineligible for the checking account, resulting in a large negative audience for the action and a high projected strength of the tactic. Sandra informs the ad strategy team of this opportunity, and receives the go ahead to implement the Negative Audiences tactic for this collection.

  • Previous topic Reducing wasted ad spend with the Negative Audience tactic
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