Advertisers spend the bulk of their advertising budgets on anonymously targeted campaigns – generally to acquire new customers. That results in wasted advertising to individuals that are ineligible or that have low propensity for the underlying action. The advertising spend to these individuals is not only wasteful but also reduces the performance of acquisition advertising budgets. Paid Media Manager can limit this waste on major ad platforms, and in doing so increase the performance of acquisition advertising campaigns that drive the vast majority of advertising today.
For example, Sandra, a paid specialist at UPlus Bank, reviews the recommended paid tactics, and notices that the Negative Audience tactic is recommended for a particular ad collection in Facebook Ads.
- Paid Specialist: Negative Audience tactic
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.
- NBA Specialist: Implementing the Negative Audiences tactic
After the ad strategy team at UPlus bank agrees to implement Negative Audiences, Sandra reaches out to Jan, an NBA Specialist at UPlus Bank. Jan helps Sandra implement the tactic by enabling negative audiences in Paid Media Manager.
- Ad Operations: Enabling the Negative Audiences tactic in the paid destination
After the NBA Specialist configures the necessary settings in Pega Customer Decision Hub, negative audiences associated with the checking account action are communicated to the destination platform.