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Understanding paid media artifacts

Paid Media Manager generates and continuously updates a number of artifacts on ad platforms to enable targeting individuals with next-best-action decisions.

Audiences

Audiences list the individuals that are targeted by specific actions, for example, a Platinum credit card offer or a mortgage refinance. Paid Media Manager generates the following types of audiences:

Next-best-action audiences
List of individuals to target for a particular action. If using a paid strategy, this can also indicate the priority to target an individual with a particular action.
For destination-specific information, refer to the following table:
Destination type Audience type in the paid destination Naming schema Description
Facebook Ads Custom audience Issue-Group-Action, for example, Sales-Card-Platinum Generated for every action that has been enabled for paid synchronization.
Google Ads Customer Match with customer contact information Issue-Group-Action, for example, Sales-Card-Platinum Generated for every action that has been enabled for paid synchronization.
Customer Match with mobile device IDs Issue-Group-Action-Device ID, for example, Sales-Card-Platinum-dc336b91 Generated for every action that has been enabled for paid synchronization, if you enabled device synchronization in the destination settings.
LinkedIn Ads Matched audiences Issue-Group-Action, for example, Sales-Card-Platinum Generated for every action that has been enabled for paid synchronization.
Web destinations Positive audience Issue-Group-Action, for example, Sales-Card-Platinum Generated and stored in Pega Customer Decision Hub.
DMP destinations Audience Audience key Added and removed to destination platforms in the following format: <<customerid>> add=<<audienceid>> remove=<<audienceid>>, for example, CUST-1022 add=af7b511d,add=364fd700,remove=184960e2,remove=554307fd
Next-best-action lookalike and similar audiences
Lookalikes generated by the ad platform based on the list of individuals to target for a particular action and priority.
For destination-specific information, refer to the following table:
Destination type Audience type in the paid destination Naming schema Description
Facebook Ads Value-based custom audience Issue-Group-Action-LAL, for example, Sales-Card-Platinum-LAL Generated for every action that has been enabled for paid synchronization, if you enabled the creation of lookalike audiences in Facebook Ads. This type of custom audience is used as the basis to create the matching lookalike audience.
Lookalike audience Issue-Group-Action-LAL-Lookalike audience ratio, for example, Sales-Card-Platinum-LAL-0.01 Generated from the matching value-based custom audience.
Google Ads Similar audience Similar to <Customer Match audience name>, for example, Similar to Sales-Card-Platinum Automatically generated for every Customer Match audience that has been created in the paid destination.
Next-best-action negative audience
List of individuals who are not eligible for an action due to next-best-action eligibility rules such as minimum age, or because they have already accepted or rejected an action. For more information, see Reducing wasted ad spend with negative audiences and next-best-action.
For destination-specific information, refer to the following table:
Destination type Audience type in the paid destination Naming schema Description
Facebook Ads Custom audience Issue-Group-Action-N, for example, Sales-Card-Platinum-N Generated for every action that has been enabled for paid synchronization.
Google Ads Customer Match with customer contact information Issue-Group-Action-N, for example, Sales-Card-Platinum-N Generated for every action that has been enabled for paid synchronization.
Customer Match with mobile device IDs Issue-Group-Action-Device ID-N, for example, Sales-Card-Platinum-dc336b91-N Generated for every action that has been enabled for paid synchronization, if you enabled device synchronization in the destination settings.
LinkedIn Ads Matched audiences Issue-Group-Action-N, for example, Sales-Card-Platinum-N Generated for every action that has been enabled for paid synchronization.

Campaigns

On ad platforms, a campaign is used to specify an objective, budget, and sometimes targeting. Paid Media Manager can generate campaigns in the following ad platforms:

By default, campaigns are created with the following default settings that you should edit as needed before activating the campaign:

Destination Default campaign settings
Facebook Ads
  • Campaign objective - TRAFFIC
  • Campaign status - PAUSED
  • Daily budget - 1, with the currency set to the account currency
  • Campaign type for Customer list with customer contact information audiences - Search
  • Campaign type for Customer list with mobile device IDs audiences - Display
Google Ads
  • Bidding strategy - Manual CPC
  • Campaign status - PAUSED
  • Special ad category - NONE
  • Spend cap for campaign - NONE

Ad sets and ad groups

Most ad platforms use a sub-campaign entity to specify how a group of ads within a campaign are delivered. On Google Ads this entity is called an ad group, and on Facebook Ads it is called an ad set. Paid Media Manager generates an ad set or ad group for every action that has been enabled for paid synchronization. If a Paid Strategy is configured to deliver prioritized audiences for each action, then the audiences it creates in the destination platform indicate the priority, as seen in the following figure:

By default, ad sets and ad groups are created with the following default settings that you should edit as needed before activating the campaign:

Destination Default ad set/group settings
Facebook Ads
  • Ad set status - PAUSED
  • Billing event - IMPRESSIONS
  • Daily budget - 100, with the currency set to the account currency
  • Bid strategy - LOWEST_COST_WITHOUT_CAP
Google Ads
  • Ad group status - PAUSED

Enabling ad set, ad group, and campaign generation in Paid Media Manager

Paid Media Manager automatically generates campaigns and ad sets or ad groups if you select the Enable campaign generation checkbox in the destination settings, as shown in the following figure:

For more information, see the following topics in the Pega Customer Decision Hub Implementation Guide:

Overview of the creation process for campaigns, ad sets, and ad groups

The process of creating campaigns, ad sets and ad groups in the destination platform consists of the following stages:

  1. The PaidMediaArtifactsMaster agent runs at scheduled intervals to create the campaign, ad sets, and ad groups. By default, the agent runs every 30 minutes.
  2. The agent creates one campaign, one ad set, and one ad group for each audience identifier, with the exception of device-based audiences in Google Ads, where all device-based audiences for the same action are associated with the same ad group.

    Paid Media Manager creates one campaign for each audience identifier. Audience identifiers are derived from the business issue, business group, and name of an action that has been enabled for paid synchronization. For example, if the business issue is Sales, the group is Cards, and the action is called Platinum, the generated audience identifier is Sales/Cards/Platinum. The campaign generated in the destination platform for the audience identifier is named Sales-Cards-Platinum, with the exception of device-based audiences in Google Ads, where the name of the generated campaign is slightly different and contains the suffix Device, for example, Sales-Cards-Platinum-Device.

  3. The agent associates the campaigns, ad sets, ad groups, and audiences.

One campaign can be associated with several ad sets or ad groups, as in the following figure:

One ad set or ad group can only be associated with one audience, except for device-based audiences in Google Ads, where one ad group can be associated with multiple device-based audiences, as in the following figure:

Frequently asked questions about Paid Media artifacts

How can I verify whether campaigns, ad sets, or ad groups were generated correctly?
In Pega Customer Decision Hub, click Next-Best-Action Designer Channels , and scroll down to the Paid notifications section. This section displays any notifications generated by the PaidNotificationsGenerator, including messages related to campaign, ad set, or ad group creation, as shown in the following figure:
By default, PaidNotificationsGenerator runs every hour.
Operators with access to the Pega Customer Decision Hub database can also check the results directly in the mkt_paidmedia_campaigns and mkt_paidmedia_adsets tables.
What are the next steps?
After Paid Media Manager has generated the campaigns and ad set or ad group scaffolding with default settings, adjust them as needed to suit your business requirements. When all the settings are configured to your requirements, run the campaign in the destination platform.
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