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Paid Media Manager

Suggest edit Updated on February 21, 2022

Paid Media Manager is a module of Pega Customer Decision Hub that enables business-to-consumer organizations to extend the insights collected on their own channels to paid environments, such as Facebook Ads and Google Ads. By implementing Paid Media Manager, organizations can leverage first-party data and intelligence to optimize their return on ad spend, as well as their customers' experience on digital advertising platforms.

Pega Customer Decision Hub Paid Media Manager User Guide

Modern challenges for traditional approaches to advertising

Reaching the right audience with relevant ads can be a challenge for marketers looking to advertize on paid ad platforms. This is especially due to the fact that third-party tracking and profiling tools are made increasingly obsolete by global privacy laws and regulations, and the resulting changes to technology. For example, browser cookies, which could previously provide more context about the individual's behavior outside of the ad platform and thus increase the accuracy of ad targeting, are already blocked by Safari and Firefox browsers, and will soon be phased out for Google Chrome as well.

Without the third-party context of the individual's engagement or behavior outside of the ad platform, the tools provided by ad platforms include only basic data about the individuals' demographic and behavior. Furthermore, the same basic data is available to all competitors who use the same platform, so it provides no competitive advantage for a particular organization. As a result, the accuracy of targeting suffers, and marketers are often forced to rely on their best guesses to determine how to manage their ad spend.

Benefits of using Paid Media Manager

With Paid Media Manager, action, eligibility, and priority decisions are made with the full fidelity of enterprise data about the individuals' past purchases, previously received offers, and other interactions they have had with your organization. This data does not depend on third-party tools - instead, it uses first-party proprietary information collected whenever an individual engages with your company on channels such as email, mobile apps, helpdesk, and so on. You can use this first-party data to replace third-party tracking tools in cases such as the following:

Reduce wasted ad spend
Negative targeting individuals with third-party identity tracking is no longer possible at scale. Paid Media Manager helps ensure that you are still showing the right ad to the right individual by providing the ad platform with data about individuals who have already converted or who are otherwise ineligible for an offer.
Drive more conversions
Traditionally, conversions could be tracked by using a conversion pixel linked to a third-party browser cookie that would convey the conversion signal to the ad platform. With the obsolescence of third-party cookies, this method is no longer reliable. Paid Media Manager can instead provide the ad platform with information about conversions directly from the first-party system where they are registered.
Acquire new prospects
Paid Media Manager allows you to improve the efficiency of acquisition budget by focusing on individuals with high intent. In this way, you can use the data collected about known individuals to better target your ads to potential new customers.

How Paid Media Manager works

As with other Pega Customer Decision Hub-enabled channels, the next-best-action strategy continuously evaluates available offers (referred to as actions in Pega Customer Decision Hub) against the engagement policies that your organization defines for its customers. These policies determine whether an individual qualifies for an action, and whether the action is relevant and suitable for the individual. As a result, whenever Pega Customer Decision Hub runs the next-best-action strategy, the strategy selects the best actions available for each individual, if any. The strategy results can also indicate the priority, that is, a calculated score derived from the individual's propensity and the associated value and margin for an action.

With Paid Media Manager, those strategy results are converted to audiences, which can be sent to a destination platform, providing ad operations teams with granular, accurate data which they can use to better target their actions. The same next-best-action strategy also generates negative audiences, which can help reduce wasted ad spend by preventing individuals from seeing ads for actions for which they are not eligible, and lookalike audiences which assist with finding new prospects by targeting audiences that are similar to your existing customers.

In addition to next-best-action decision results, Paid Media Manager can also help you manage your ad spend by providing the option to integrate with the conversion API of Facebook Ads and Google Ads to continuously deliver data about conversion events, including offline conversions, directly to the advertising platform. This data can then be used to optimize bid strategies towards actual conversion, as opposed to commonly used intermediary metrics like clicks and impressions.

Finally, Paid Media Manager provides an easy, transparent user interface that presents recommendations to the marketer in the form of paid tactics.

Understanding paid tactics

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.

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 ways of leveraging next-best-action decisioning to optimize advertising on paid channels:

Driving more conversions with the Conversion Bid optimization tactic
Optimize your advertising spend for real omni-channel conversions, rather than clicks or impressions.
Reducing wasted ad spend with the Negative Audience tactic
Reduce wasted ad spend by preventing ads from being shown to ineligible individuals.
Increasing cross-sell and up-sell with the NBA Known Targeting tactic
Increase your cross-sell and up-sell with first-party AI data derived from the history of the individuals' interactions with your organization.
Acquiring new prospects with the Conversion Lookalike and NBA Lookalike tactics
Leverage the highly granular AI data to find lookalikes of your existing audiences and target them as prospects.
Supported paid tactics
A diagram listing the use cases supported by Paid Media Manager

Sample scenario - Negative Audience tactic

For example, the Next-Best-Action strategy may determine that based on an interaction in the call center, an individual named Troy Murphy is not eligible for a No-Fee Checking Account action from his bank, the UPlus Bank.

Sandra, a marketer who works for UPlus Bank, logs in to Pega Customer Decision Hub, and then reviews the ways to leverage first-party decisioning to optimize advertising for various ads in Facebook Ads and Google Ads. She notices an opportunity to reduce wasted ad spend for the No-Fee Checking Account action by preventing the associated ads from being shown to individuals who are not eligible for the action. She can then work with the advertising team to give them evidence-driven information about the opportunity, such as the number of ineligible individuals and the level of ad spend for that action across ad platforms.

After the advertising team reviews and accepts the proposed change, Sandra requests the necessary configuration changes from an NBA specialist. The NBA specialist makes the necessary configuration changes in Pega Customer Decision Hub. As a result, Paid Media Manager adds Troy to an audience in advertising platforms such as Google Ads and Facebook Ads, for example, Acquisition-Cards-UPlusBank No-Fee Checking Account-N. The advertising team then configures that audience to be excluded from being targeted with the action.

The result is that soon after the interaction in the call center, Troy's audience membership is updated across major ad platforms, and he is excluded from being targeted with associated ads in Google Search, Facebook, Instagram, and so on.

For more information about enabling and using Paid Media Manager, see the following topics:

  • Understanding the Paid Media process flow

    Implementing the paid tactics enables various teams to work together in new ways. Typically, these include data science, IT, and advertising operations. The following table lists the user roles involved in the process.

  • Driving more conversions with the Conversion Bid optimization tactic

    Paid Media Manager provides the option to integrate with the people-based conversion API provided by Facebook Ads and Google Ads to continuously deliver data about conversion events, including offline conversions, directly to the advertising platform. This data can then be used to optimize bid strategies towards actual conversion, as opposed to commonly used intermediary metrics like clicks and impressions.

  • Reducing wasted ad spend with the Negative Audience tactic

    Optimize your ad spend by preventing 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.

  • Increasing cross-sell and up-sell with the NBA Known Targeting tactic

    You can use the NBA Known Targeting 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.

  • Acquiring new prospects with the Conversion Lookalike and NBA Lookalike tactics

    Paid Media Manager enables organizations to leverage their proprietary individual level data, decisioning, intelligence for prospecting by utilizing the lookalike capabilities of media platforms. You can also prospect for new customers using lookalikes of Next-Best-Action audiences.

  • Implementing Paid Media Manager

    Paid Media Manager extends Next-Best-Action to modern digital advertising platforms, such as Facebook Ads and Google Ads. Each individual's Next-Best-Action is communicated through audiences on ad platforms. To implement Paid Media Manager in your organization, you must start by configuring the connection to the paid destination.

  • Reference

    This section contains information for administrators.

  • Next topic Understanding the Paid Media process flow
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