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Creating a CPC-based strategy with the Strategy Builder

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To create a media strategy which prioritizes paying for clicks based on how much they increase the individual’s propensity to accept the offer, use the Strategy Builder.

  1. In the Pega Customer Decision Hub portal, click Intelligence Strategies .

  2. Click Create Guide me through it .

  3. Enter the strategy name, for example, CPC Based Targeting.

  4. In the Purpose section, click Configure.

  5. Select the Paid optimization objective.

  6. Click Apply.

  7. In the Optimization section, select Destination specific optimization.

  8. Select CPC.

  9. Optional:

    Click Add bidding result to specify another bidding model. This can be used to define different bidding models for different paid destinations.

  10. To edit the default name for each audience, click Edit naming.

  11. Select the strategy in the Next-Best-Action Designer.

    1. In the Pega Customer Decision Hub portal, click Next-Best-Action Designer Channels .

    2. In the Media strategy section, click Configure.

    3. Select the strategy which you created.

    4. In the Paid destinations section, for each paid destination, select the type of bidding results.

When the selected strategy runs, the audiences it creates in the destination platform indicate how much the click from an individual in that audience would increase the individual's priority to accept the offer. High-priority audiences have higher expected business value, and therefore you may be willing to set a higher max bid for their interactions.
For Troy Murphy, executing the media strategy communicates to Facebook that if he clicks an ad for the Platinum credit card, he has a very high priority to accept that offer. When he accesses his Facebook feed, he is now more likely to see ads for the Platinum credit card.
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