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Advertising Integration

Conscia makes it easy for you to integrate your audiences with AdTech and Social Media platforms so that you can target customers that you already know or look-alikes based on your existing customer base. Conscia offers connectors for many of the popular platforms including Facebook Advertising, Google Ads, Twitter Ads and more. Marketers can quickly and easily create audiences within Conscia and share/upload them with a target platform in a self-service fashion in a few easy steps:

  • Create an audience using the drag and drog Segment Builder
  • Select the AdTech Platform with whom the customer list should be shared
  • Provide configuration specific to the Ad-Tech Platform such as 'Audience Name', 'Campaign ID', etc.
  • Submit your customer list to the Ad-Tech Platform

Syncing Audiences with Social Media Platforms#

Facebook Advertising#

Facebook Custom Audiences make it easy for advertisers to target their existing customers, or prospective customers with ads on Facebook. Conscia's integration with Facebook enables you to push user audiences created in Audience Builder into your Facebook Ads Management account as User-List.

Facebook Custom Audiences allows you to efficiently run several marketing and advertising operations. The list below contains the most popular use cases when you know personally identifiable information (PII) about your users, such as email address, name, phone number, etc. Facebook takes the data that you send to Facebook Custom Audiences and matches it to the users that are on Facebook to enable these use cases.

  • Suppression Audiences. Create an audience of users that signed up, purchased a product, or otherwise performed some conversion event. Getting those users into Facebook in a timely manner (hourly syncs) prevents you from spending money targeting users that already converted. You can do this by creating an Audience in Conscia, and syncing it to the Facebook Custom Audience Destination.

  • Lookalikes & Seed Audiences. You can create a detailed profile of your most loyal customers (sometimes called a “seed audience”) and then send this list of customers to Facebook. In Facebook, you can then use Facebook’s lookalike audiencing features to find similar users to target. For example, you might want to create a group of high-value users that have spent a certain amount of money on your product, and then use Facebook audiences to find similar users.

  • Re-targeting Audiences. You can target users who completed some initial action, but didn’t follow through on a purchase or other conversion event. You can create audiences to re-target these individuals and remind them to complete the purchase or other process.

Connection Setup In order to enable the Conscia integration with Facebook, make sure you have a Facebook Ads account with “Advertiser” or “Admin” access to link Conscia profiles to Facebook Ads. On the Connections page in Control Center, authorize the syncing of Conscia profiles to 'Facebook Audiences'. Select a Facebook Account ID to sync to.

Facebook will use one or more of the following IDs to match users:

  • Email address
  • Facebook ID
  • Device IDs (IDFA for Apple OS, Google Ad ID for Android)
  • Phone numbers (derived from both identity values and the $Mobile user attribute)
Conscia ESP Connectors

If 'Enable Multi-Key Audience' and 'Match on User Attributes' are both enabled, Facebook will also match on the following fields:

  • First Name
  • Last Name
  • First Initial
  • City
  • State
  • Zipcode
  • Country
  • Gender

There are three different methods by which Conscia can share profile data with Facebook:

Pushing Audiences from Conscia to Facebook This is an export of customer profiles to create custom audiences in Facebook Advertising. Using the batch segment export enables you to retarget people on Facebook who have not been to your website recently but whose contact information you have within your CRM, customer database or ESP. You can map customer profiles from Conscia with Facebook by creating 'Custom Audiences' using the Audience Builder in Conscia. This means that you can use any customer profile attributes to determine what customers should belong to an audience.

Once your Custom Audiences are defined, you can use the Audience Sync operation to share the audience with Facebook.

Facebook Pixel The Facebook pixel is a small piece of code that goes on your website. With the pixel, you can bring back website visitors, or find new people who will likely make a purchase or become a lead.

When using this pixel, Conscia can send profile data to Facebook even when the customer is not yet known to Conscia as Conscia is managing both known and anonymous profiles within the CDP. Conscia can resolve visitors using device IDs which allows any profile attributes associated to the device such as 'time spent on the site' to be sent along to facebook with any other real-time events that have taken place.

Here are the facebook pixel events that you can capture and send to Facebook Advertising:

  • Purchase: Someone completes a purchase on your website.
  • Lead: Someone signs up for a trial or otherwise identifies themselves as a lead on your site.
  • Complete registration: Someone completes a registration form on your site, such as a subscription form.
  • Add payment info: Someone enters their payment information in the purchase process on your website.
  • Add to cart: Someone adds a product to their shopping cart on your site.
  • Add to wishlist: Someone adds a product to a wishlist on your site.
  • Initiate checkout: Someone starts the checkout process to buy something from your site.
  • Search: Someone uses the search function to look for something on your site.
  • View content: Someone lands on a specific page on your website.
  • Contact: Someone contacts your business.
  • Customize product: Someone selects a specific version of product, such as choosing a certain color.
  • Donate: Someone makes a donation to your cause.
  • Find location: Someone searches for your business’s physical location.
  • Schedule: Someone books an appointment at your business.
  • Start trial: Someone signs up for a free trial of your product.
  • Submit application: Someone applies for your product, service, or program, such as a credit card.
  • Subscribe: Someone subscribes to a paid product or service.

Offline Events Conscia cal also create an export of user signals events captured by Conscia that were not necessarily captured by the facebook pixel. These events will also contain profile attributes that were declarative as well as calculated/predicted within Conscia's CDP. Conscia follows the offline events formatted expected by Facebook's Offline Conversions API. Note that this is a different Facebook Connection than the one used within Marketer's workflow on the Audience Builder dashboard.

Value-Based Audiences

Facebook allows you to create value-based lookalike audiences, which determine which users in an Audience are most valuable, based on a score you provide.

Facebook allows you to specify the user attribute you want to use as the lookalike value. The lookalike value must be a number. The number must be: either an integer or a non-negative float. The higher the number, the more valuable the user. For example, if you select a lifetime value attribute, Facebook will prioritize users with a higher lifetime value. When defining profile attributes within Conscia, you have the opiton to calculate and add this score to the customer profile as a computed field. You can make sure that the computation is based on how valuable this customer is to you so that facebook can generate look alike audiences that are most relevant to your business.


Google Ads#

Connection Setup

To set up the Google Ads Audience integration, you will need to have a working Ads account and know your Client Customer ID, which you can obtain from your Google Account Manager. You would need to make a request to your Google Account Manager to have your Client Customer ID whitelisted for the “Mobile Device IDs for Customer Match Beta”.

Conscia ESP Connectors

Customer Match

Customer Match lets you use your online and offline data to reach and re-engage with your customers across Search, the Shopping tab, Gmail, YouTube, and Display. Using information that your customers have shared with you, Customer Match will target ads to those customers and other customers like them.

Customer Match is a useful advertising tool for many business goals, from increasing brand awareness to driving conversions. Here are a few examples of different audiences you can target with Customer Match:

On the Search Network and the Shopping tab, you can optimize your campaigns by adjusting your bid based on what you know about your customers’ activities. On Gmail, you can reach your customers or similar audiences using personalized ads at the top of their inbox tabs.

On YouTube, you can reach new audiences, by targeting audiences similar to your most valuable customers. On Display, you can reach your customers or similar audiences using personalized ads on the Google Display Network.

Sharing Customer Lists with Google

  • You upload a data file of contact information held withing the CDP
  • You create or update a campaign to target your Customer Match audience — customers from your uploaded data file who are Google users.
  • When those users are signed in to their Google account, they see your ads as they use the Search Network, YouTube, and Gmail or when they browse on the Google Display Network.

The following customer attributes are provided in the file generated for Google Ads:

  • Email
  • First Name
  • Last Name
  • Country
  • Zip
  • Email
  • Zip
  • Phone

Which Customers Will Google Recognize?

Google Customer Match will only recognize email addresses that are registered with Google. This includes any email ending in @gmail.com, or another domain if the organization uses Google's email services. If Google doesn't recognize that customer's email address, those individuals will not benefit from your Ad Targeting efforts.


Pinterest Ads#

You can reach 300 million people who use Pinterest every month to discover and buy your products. People use Pinterest to decide what to do, make and buy. Use ads to reach shoppers when they’re actively looking for new ideas.

You can target a group of people based on site visitors, an uploaded customer list of emails or mobile ad IDs, an engagement audience that interacted with Pins from your confirmed domain or an actalike audience that behaves similarly to one you already have.

Connection Setup In order to enable Conscia's integration with Pinterest, you need to have a business account with Pinterest, and the account credentials for the Pinterest account.

Conscia ESP Connectors

Site Visitors Visitor retargeting identifies people who have already visited your site and lets you retarget them on Pinterest.

To create visitor audiences, you need to set up the Pinterest tag. Add the base code across every page on your site and add the event code to pages where you want to track the actions you care about.

You can create a target audience based on one or more specific event tags on your site or based on one or more pages that people have visited on your site. For events, you might retarget visitors who added a specific type of product to their cart but did not check out. For pages, you might retarget visitors who have landed on specific URLs, like your checkout or confirmation pages.

Customer Lists You can upload existing customers' emails or mobile ad IDs (MAIDs) through a single-column CSV file. Leave out any additional information you have, like names, phone numbers or physical addresses. Keep in mind that your final audience list will likely be smaller than the total number of emails or mobile ad IDs you originally uploaded as Pinterest matches your customer list to people that are actually on Pinterest.

Engagement

Once you've claimed your website, you can target visitors who've previously engaged with Pins from your website. This includes saves, closeups, comments, link clicks and video views.

Add different filters to your engagement audience to target or exclude people from your audience:

Destination URL: Filter people who have visited a specific page on your website Action types: Filter people who take specific actions, such as saving or commenting on your Pin PIN IDs: Filter your audience with the organic, original Pin ID of the Pin you want to use % Video Viewed: Filter people who have watched a specific percentage of a video Pin Pin Category: Filter people who’ve engaged with a specific Pin category If you choose not to add filters, your audience will include people that engaged with any Pin that leads to your claimed website. This can include promoted Pins, organic Pins and Pins not created by your account.

Actalike

Actalike targeting helps you reach people similar to one of your existing audiences. You can use actalike audiences to find new customers, new people who are likely to engage with your Pins, or new people who are likely to visit your website based on your source audience. You can also create a new, more specified audience based on one of your existing audiences. The source audience will not be a part of the new actalike audience.

See https://help.pinterest.com/en/business/article/audience-targeting for more information on Pinterest Audience Targeting.


LinkedIn#

With LinkedIn, you’re targeting a quality audience in a professional context. Market to influencers, decision makers, and executives who act on new opportunities. Combine targeting criteria to build your ideal persona: IT decision makers, C-level executives, prospective students, small business owners, and more.

Connection Setup

Website retargeting allows you to create an audience based on members who visited a specific page on your site. You’ll need to install the LinkedIn Insight Tag on your site to enable website retargeting.

Conscia ESP Connectors

Matching Criteria

To match your list to LinkedIn members, LinkedIn requires at least one of the following:

  • Email address
  • First and last name
  • Company name
  • Mobile device ID (Apple IDFA or Google AID)

Retargeting

Retargeting allows you to build audiences of LinkedIn members who:

  • Visited a page on your website
  • Viewed a video ad
  • Opened or submitted a Lead Gen Form
  • Engaged with your company page
  • RSVP’d for your LinkedIn Event

Twitter Ads#

As part of a social network campaign, you may want to engage with followers or customers via a Twitter Ads campagin. To support this, Twitter 'custom audiences' allow targeting of existing followers and customers for the purpose of re-marketing campaigns. This starts with uploading customers from the Conscia application into Twitter to create one of three types of custom audiences:

  • Lists - lists to target specific customers (email or twitter handle)
  • Website Activity - list of customers who have recented triggered an "website visited" event
  • App Activity - list of customers who have recented triggered an event within an target app

Connection Setup

Prior to setting up the Conscia connector, ensure that the token being used has the appropriate access to the Ads API. For this integration, the following are required:

  • App key
  • App token
Conscia-Twitter-Connector

Depending on the type of custom audience to create, the following is necessary:

  • Lists - no pre-requisites
  • Website Activity - a Twitter tracking pixel must be configured on the website of interest
  • App Activity - an active account with one of Twitter's third party mobile tracking partner

Matching Criteria

When lists are synced with Twitter, Twitter will automatically work to match the uploaded customer with a twitter handle. This matching process takes approximately 48 hours. Once matching is done, the resulting list of customers (which must be more than 100) can then be campaigned to.

To match your list to Twitter handles, Twitter requires the following fields:

  • Twitter @handles (Twitter user IDs)
  • Email addresses
  • Mobile Advertising IDs

The Advertising Identifiers are a unique id for each mobile device which is used to serve targeted advertisers and used to track user installs, interactions/click. For Twitter, iOS Device ID or Google Device IDs are preferred. When not available, Android IDs can be passed.

Targeting

Targeting can be done through the "Custom Audiences" section of the campaign setup. During campaign setup, select the (ready) custom audience and add or exclude users as needed. From there, campaign managers can campaign to Twitter users or capture events such as:

  • completed checkout via app
  • visitors to a specific page on website