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Understanding paid tactics

Updated on August 3, 2022

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.

Pega Customer Decision Hub Paid Media Manager User Guide

Note: Paid tactics functionality for Google Ads is temporarily disabled in Pega Customer Decision Hub version 8.7, as it was built using Google AdWords API, an earlier generation of Google Ads.Tactics are specific to a destination and ad set or group, based on evidence such as the size of the audience. An example of a tactic might be preventing individuals on Google Search from receiving ads for the No-Fee Checking Account action if they are not eligible for that action. This is done by generating a negative audience for the No-Fee Checking Account action, and then excluding that audience from being targeted by ads for the action.

The strength (that is, effectiveness) of a tactic is estimated by associating each paid ad collection with a matching action in Pega Customer Decision Hub, and then checking how the action performs against the strength criteria of the tactic.

Supported paid tactic types

Paid Media Manager provides the following out-of-the-box ways of leveraging next-best-action decisioning to optimize advertising on paid channels:

Optimizing for omni-channel conversions
Optimize your advertising spend for real omni-channel conversions, rather than clicks or impressions.
Reducing ad spend
Reduce wasted ad spend by preventing ads from being shown to ineligible individuals.
Cross-sell and up-sell
Increase your cross-sell and up-sell with first-party AI data derived from the history of the individuals' interactions with your organization.
Prospecting with first-party data
You can also leverage the same highly granular AI data to find lookalikes of your existing audiences and target them as prospects.

Paid Media process overview

Implementing the paid tactics enables various teams to work together in new ways to enable these powerful tactics. Typically, these include data science, IT, and advertising operations.

RoleDescriptionRequired accessTypical tasks
Paid specialistThe paid specialist is a marketer who uses Paid Media Manager to discover opportunities to optimize ad spend on advertising platforms.
  • Customer Decision Hub (MarketingAnalyst access group)
  • Ad platform, for example, Facebook Business Manager
  • Uses tactics in Customer Decision Hub to connect the decisioning results to the ad spend in the destination platform
  • Requests changes that the NBA specialist implements
  • Works with the ad strategy and operation teams to implement the artifact that is now being delivered and updated
Ad strategy and operationsThe ad strategy and operations team manages advertising campaigns in various platforms such as Facebook Ads, Google Ads, or LinkedIn ads.
  • Ad platform, for example, Facebook Business Manager
  • Implements the recommended tactics in the paid destination platform
NBA specialistThe NBA specialist works to fulfill the business-as-usual change request based on the details provided.
  • Customer Decision Hub (MarketingAdministrator access group)
  • Read-only access to ad accounts
  • Configures Next-Best-Action Designer to support the Paid channel
  • Enables offline conversion sync
  • Configures paid strategies
  • Implements change requests from paid specialists

First, the paid specialist uses Paid Media Manager to discover opportunities to optimize the ad spend by using the results of next-best-action decisioning in the destination platform. The paid specialist then works with the ad operations team, who have access to the ad account in the destination platform, as well as with Customer Decision Hub NBA specialists, to implement the recommended improvements. The diagram below outlines the process flow and required user roles.

Paid Media process flow
A flow diagram outlining the tasks involved in advertising on paid destinations with Paid Media Manager

Reviewing the recommended tactics

Paid specialists use the Paid Tactics landing page in the Pega Customer Decision Hub portal. Paid specialists access the landing page by clicking PaidTactics in the left navigation menu.

Paid Tactics landing page with a sample Negative Audience tactic
Screenshot of the Paid Tactics landing page

The Paid Tactics landing page displays various information about the ad collection, such as the collection name, campaign, campaign budget, and so on. It also displays the following information that is specific to Pega Customer Decision Hub and Paid Media Manager:

Data
The name of the artifacts that will be created in the ad network after the tactic is applied.
Data status
The current status of the tactic:
  • -- - The recommendation has not been applied or the Pega Customer Decision Hub configuration change has not been requested yet.
  • GENERATED - The recommendation has been applied and artifacts have been generated in one of the ad networks.
  • DELIVERING - Artifacts have been generated in the ad network.
  • CONFIGURED - Artifacts have been generated and configured in the ad network.
Strength
How successful the tactic is likely to be, based on the underlying data.
Connection capable?
Yes or No based on the Availability rule defined.

You can adjust the information that is displayed on the page by using the Fields button to add or remove columns from the table, and then save your changes as a new view. For example, you can create a view that shows the results for only the NBA Lookalike Targeting tactic to see which ad collections have the highest potential.

Note: The landing page displays recommendations for only ad collections that are associated with an action in Pega Customer Decision Hub. For more information, see Associating actions with ad collections on paid destinations.

Conversion Bid Optimization tactic

This tactic determines which ad collections offer the most significant opportunities to optimize bidding based on conversion events. Use it to understand the rate of conversions for an ad collection based on the linked action and the amount of spend that the ad group generates.

The strength of this tactic for a particular ad collection is derived from the average acceptance rate for the linked action over the last 30 days.

Conversion Bid Optimization tactic

Tactic strengthAverage number of accepted offers for the last 30 days
HIGHHigher than or equal to 10,000
MEDIUMBetween 10,000 and 1,000
LOWBetween 1000 and 400
NOT RECOMMENDEDLower than 400

Conversion Lookalike tactic

This tactic surfaces opportunities to optimize the ad budget by targeting individuals similar to those that have already converted, that is, accepted an action that was delivered to them by Pega Customer Decision Hub. Understand the number of individuals that have converted for an ad, based on the number of accepted offers of the linked action.

The strength of this tactic for a particular ad collection is derived from the number of accepts for the linked action.

Conversion Lookalike tactic

Tactic strengthNumber of accepted offers
HIGHHigher than 1,000,000
MEDIUMBetween 1,000,000 and 100,000
LOWBetween 100,000 and 1,000
NOT RECOMMENDEDLower than 1,000

NBA Known Targeting tactic

You can use this tactic to see the most significant opportunities to target known individuals by prioritizing for targeting the largest number of individuals that are eligible for the linked action. View and understand the status of each priority bucket for the linked action, that is, for individuals who have very high, high, medium, low, or very low priority for the action.

The strength of this tactic for a particular ad collection is derived from the number of individuals eligible for the linked action, as well as the mean variation in the distribution of the action priority among the individuals.

NBA Known Targeting tactic

Tactic strengthNumber of eligible individualsMean variation
HIGHHigher than 5,000,000Higher than 50%
MEDIUMBetween 5,000,000 and 500,000Between 50% and 25%
LOWBetween 500,000 and 5,000Between 25% and 50%
NOT RECOMMENDEDLower than 5,000Lower than 10%

NBA Lookalike Targeting tactic

You can use this tactic to see the most significant opportunities to find new prospects by prioritizing for targeting the largest number of individuals that are eligible for the linked action. View and understand the status of each priority bucket for the linked action, that is, for individuals who have very high, high, medium, low, or very low priority for the action.

The strength of this tactic for a particular ad collection is derived from the number of individuals eligible for the linked action, as well as the mean variation in the distribution of the action priority among the individuals.

NBA Lookalike Targeting tactic

Tactic strengthNumber of eligible individualsMean variation
HIGHHigher than 5,000,000Higher than 50%
MEDIUMBetween 5,000,000 and 500,000Between 50% and 25%
LOWBetween 500,000 and 5,000Between 25% and 50%
NOT RECOMMENDEDLower than 5,000Lower than 10%

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.

The strength of this tactic for a particular ad collection is derived from the size of the negative audience, that is, the number of individuals that are ineligible for the linked action.

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

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