Triggering paid updates through Next-Best-Action
After you configure the connection to a paid destination and specify how individuals are matched to their accounts on that destination, use the Next-Best-Action Designer to enable Next-Best-Action decisions for paid channels.
The Next-Best-Action Designer allows you to define the Next-Best-Action decisions and requirements which apply to the whole organization, or to specific business issues or groups. You can use it to select the channels on which actions, such as product offers, are communicated to individuals. In addition, you can specify the triggers which cause the actions to be communicated to individuals, for example, scheduled outbound runs or real-time container updates.
To extend your Next-Best-Action to paid channels:
Log in to the Pega Customer Decision Hub portal as an administrator.
In the Paid Media > Paid Destinations section, click Configure to select one or more paid destinations.
Specify the trigger or triggers for the audience update.In Pega Customer Decision Hub 8.5, you can define triggers for both positive and negative audiences, that is, the individuals who should or should not receive a specific action. Keep the following considerations in mind when defining triggers for each audience type:For more examples on how to configure and implement this capability, see Enabling channels.
- Positive audiences - As a best practice, always define the trigger at the top level of your business hierarchy. Real-time events calls at lower levels of the hierarchy can produce undesired results, for example, removing an individual from all eligible audiences other than those at the same hierarchy level as the event.
- Negative audiences - You can define the container or event at any level of the hierarchy. When the container or event is triggered, Paid Media Manager updates negative audiences only for the actions on that level of the hierarchy. For example, if you define a real-time container at the Sales-Cards level, only audiences for actions from the Cards group of the Sales issue will be updated.
For Google Ads and Facebook Ads destinations, in the Paid destinations section, click to increase the accuracy of your targeting by excluding individuals who are ineligible for an action. For more information, see Reducing wasted ad spend with negative audiences and next-best-action
For Google Ads and Facebook Ads destinations, in the Paid destinations section, click . This creates an audience of customers who share the traits of your existing customers. For more information, see Configuring Facebook Lookalike Audiences and Generating Google Similar Audiences.
As a best practice, you should use a single, primary paid configuration to manage all paid actions. However, if required, you can define additional paid configurations, for example, to use different paid strategies for different levels of your business hierarchy:
In the Channels tab of the Next-Best-Action Designer, click.
In the new Additional paid configuration section, in the Issue / Group list, select the issue and group or groups to which the schedule applies.
Select the paid strategy, triggers and destinations for this hierarchy level, as described in steps 1-3.
- Reducing wasted ad spend with negative audiences and next-best-action
Negative audiences, introduced in Pega Customer Decision Hub 8.5, contain all individuals that were not selected for a specific action due to eligibility, low propensity, and so on. You can now reduce wasted ad spend by using negative audiences to negative target ad campaigns regardless of whether you are also targeting the positive audience.
- Enabling actions for paid channels
Once you configure the paid destinations and enable it in the Next-Best-Action Designer, ensure that you have some customer actions which can be displayed in paid destinations.
- Streamlining Campaign Generation for Next-Best-Action Paid Audiences
To streamline the creation of advertising campaign on Facebook and Google destinations, enable the option to automatically create campaigns for each action and ad sets or groups for each paid audience.