Marketing Cloud Advertising Studio

Transcription

1 Marketing Cloud Advertising Studio Salesforce, Winter Last updated: December 4, 2018

2 Copyright salesforce.com, inc. All rights reserved. Salesforce is a registered trademark of salesforce.com, inc., as are other names and marks. Other marks appearing herein may be trademarks of their respective owners.

3 CONTENTS Advertising Studio Advertising Audiences Journey Builder Advertising Lead Capture Index

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5 ADVERTISING STUDIO Coordinate campaigns with social, mobile, sales, and customer service efforts and enhance your marketing goals with advertising. Engage with existing customers, find new prospects with lookalikes, and re-engage inactive users within the customer journey across digital advertising. Advertising Audiences enables you to activate your CRM data for targeting. Find new prospects with lookalikes. Advertising Audiences also integrates with the major CRM onboarding partners, so you can connect your data with the entire DMP and DSP ecosystem. Lead Capture lets you connect your Facebook advertising leads to your Marketing Cloud data in real time. Journey Builder Ads integrates advertising campaigns into your overall customer journey. Note: Extra login credentials may be required to access advertising campaigns functionality. Contact your relationship manager if you have questions. Advertising Audiences Use Advertising Audiences to securely create segmented audiences for Facebook, Twitter, Google AdWords, or Social Studio. You can configure these audiences to refresh automatically. Journey Builder Advertising Use Journey Builder Advertising to create Facebook campaigns in Journey Builder. This feature requires Advertising Studio and Journey Builder enabled in your Marketing Cloud account. Lead Capture in Advertising Studio To connect your Facebook advertising leads with Marketing Cloud Data Extensions in real time, use Advertising Studio s Lead Capture feature. Advertising Audiences Use Advertising Audiences to securely create segmented audiences for Facebook, Twitter, Google AdWords, or Social Studio. You can configure these audiences to refresh automatically. With Advertising Audiences, you can: Create lookalike audiences Identify audience segments within your and mobile contacts data Note: Tokenized Sending keeps customer data secure using a series of tokens created and stored in lists and Data Extensions. The application calls the client provided API to match up the tokens before it sends data to the designated ad network. Advertising Audiences Administration Tab Add, Re-Authorize, or Remove Ad Accounts Create an Audience Journey Builder 1

6 Get Started with Advertising Audiences Get Started with Advertising Audiences Complete these prerequisites before you use Advertising Studio s Advertising Audiences feature. Complete these items before your first use of Advertising Audiences. Add users to Advertising Audiences and define their Advertising Audiences permissions. If you plan to use Advertising Audiences and Facebook Custom Audiences, create a Facebook Ads account.. Add a descriptive Business Name and Account Name. Review for more information. By default, the system uses the Account ID when the Facebook Ad Account is created in Advertising Audiences. Agree to the Facebook Custom Audience Terms. Create a Twitter Ads account if you plan to use Twitter Tailored Audiences. Watch this short video to learn more about Getting Started with Advertising Audiences. To access Advertising Audiences: 1. Navigate to Advertising Studio. 2. Select Advertising Audiences. 3. Continue with one of these options. Administration Tab Create an Audience Advertising Audiences Roles and Permissions Learn how user roles determine permissions within Advertising Studio s Advertising Audiences feature. Administrator: This role is consistent with the Marketing Cloud Admin role. Channel Manager: This role is focused on day-to-day functionality and consistent with the Marketing Cloud Channel Manager role. Permissions Chart Action Add Users Add Social Accounts Add Ad Accounts Create, Edit, and Publish Audiences Create Lookalikes Refresh Existing Audiences Modify Refresh Schedules Delete Existing Audiences View Dashboard and Audience Details Add or Modify Notifications Administrator Channel Manager No No No No 2

7 Advertising Audiences Administration Tab Advertising Audiences Administration Tab Use the Administration tab in Advertising Studio to add and authenticate ad networks such as Facebook, Twitter, Google AdWords, and Social Studio for access to the Topic Profiles. The associated ad accounts are used for creating and activating audiences. You can remove existing Social Accounts and Social Studio accounts from the Ad Accounts section. The Administration tab also lists configured onboarding partners so first-party data can be connected to display advertising. Note: You must be an Administrator to add or remove a social account or Social Studio account in Advertising Audiences. The Channel Manager role cannot access the Administration tab. Add, Re-Authorize, or Remove Ad Accounts This page details how to add, re-authorize, or remove an ad account in Advertising Studio. Onboarding Partners Here is an overview of onboarding partners available in Advertising Studio. Onboarding Partners Advertising Audiences Roles and Permissions Add, Re-Authorize, or Remove Ad Accounts This page details how to add, re-authorize, or remove an ad account in Advertising Studio. Advertising Audiences Roles and Permissions Add an Account 1. Create an ad account on the social network where you wish to send audiences. Note: For Facebook ad accounts, accept the Facebook Terms of Service 2. Click Administration and select the advertising network of the account you wish to add. 3. Enter the address and password for the ad network or the username and password for the Social Studio account. 4. If multiple accounts are associated to your social network user credentials, you have the option to add more than one ad account at once. 5. Click Done. Note: Facebook ad accounts may display with the Account ID rather than a friendly business name and account name unless they are configured in Facebook. Re-Authorize an Account 1. Click the red circle icon next to the name of the account you want to re-authorize. 2. Enter your account details. 3. Click Log In. 3

8 Advertising Audiences Administration Tab Remove an Account 1. Click the trash icon next to the name of the account you want to remove. 2. Click Delete. Audiences associated with that account no longer refresh. Note: Deleted accounts are no longer unavailable for use in Advertising Audiences. Reauthorize the account to use it again. Onboarding Partners Here is an overview of onboarding partners available in Advertising Studio. Advertising Audiences can utilize the following onboarding partners to securely match addresses to customers for targeting through display networks and ad exchanges: Salesforce DMP Viant Neustar LiveRamp LiveIntent Only one audience can use a single configured onboarding partner. Add or Remove an Onboarding Partner Add or remove an onboarding partner from your Advertising Audiences account in Advertising Studio. Add or Remove an Onboarding Partner Add or remove an onboarding partner from your Advertising Audiences account in Advertising Studio. Note: An active account with the Onboarding Partner and the address of your account manager at the onboarding partner are required before you begin. To Add an Onboarding Partner: 1. Click the onboarding partner's logo. A unique partner key for your MID account number is generated in the Marketing Cloud. 2. Click Accept. Note: Some data could be sent to, saved, and processed by a third party when you enable this integration. Third-party privacy and security protections for such data could differ. Salesforce is not responsible for the privacy and security of data shared with third parties resulting from your decision to enable this integration. 3. Click Copy Key and Message. Text for an message with the key is copied to the clipboard. 4. Open a blank and paste the copied text from the clipboard into the body of the Send the to your account manager at the onboarding partner. Once the onboarding partner confirms that they have connected with Advertising Studio, you can begin creating audiences linked to onboarding partners. 4

9 Advertising Audiences Overview Tab To Remove an Onboarding Partner: Click the onboarding partner's logo and follow the on-screen instructions to disconnect it. Note: Audiences created through the Onboarding Partner will return an error upon the next audience refresh. Advertising Audiences Overview Tab This page describes the Overview Tab in Advertising Audiences. The Overview Tab displays a high-level view of your Advertising Audiences activities, audience status, overall population, best performing audiences, contacts, and errors. From this screen, you can drill down for more details about specific audiences or create audiences. Audience List View Click the list view icon to change the view of created audiences to a table format. Information for the audiences is shown in the following columns: Audience name Audience status Audience size Date and time of latest refresh Date and time audience was created Audience Card View New or existing audiences appear in a grid by default. Each tile displays detailed information about the audience including: Audience name Ad network and name of account Audience status Total audience count Audience match rate Pie chart showing audience match out of 100% Date and time the audience was created or last refreshed From here, you can click the refresh icon to refresh the audience. Lookalike Audience Cards New or existing lookalike audiences appear in a grid by default. Each card displays detailed information about the lookalike audience including: Audience name Source audience 5

10 Advertising Audiences Overview Tab Audience status and the date time stamp Audience size Optimized attribute The country the lookalike is targeting When the lookalike was created Audience Details Block The Audience Details block appears when clicking the name of a specific audience, either in card or list view. The view also displays the specifics of the audience. Parameters shown include: Parameter Source Audience Count Description The total number of members in the source audience. If an audience was created and connected to an Onboarding Partner, the name of the Onboarding Partner is displayed along with the destination ad network. Twitter or Facebook Audience Count Number of audience members on the ad network. Status of the Audience Whether the audience is active, in draft, error, refreshed, or processing on destination network status. Date and Time When the audience was created. Description Provides more information about the audience. (optional) Notifications The Notifications panel appears once the audience is activated and shows audience event notifications settings and the destination addresses. To edit notification settings, click Change. Filter Advertising Audience Views Create a filtered audience view in Advertising Studio. Create an Audience Filter Advertising Audience Views Create a filtered audience view in Advertising Studio. 1. Navigate to the Audiences tab in Advertising Studio. 6

11 Create an Audience 2. Select an option to filter the displayed audiences. 3. Click the arrow to show or hide the options. 4. Or click Reset to remove applied filters. Audiences update automatically. Create an Audience Create an audience in Advertising Studio. Tip: Check the Population Stats panel in the Overview tab to verify that you have not reached your maximum number of available audiences. If all audiences are in use, delete an audience you no longer need or contact your account representative to purchase more. 1. Click Create Audience. 2. Enter a Name and Description. Note: Name is a required value. It is the unique identifier for this audience in both the application and social ad accounts. 3. If applicable, select an onboarding partner. 4. Choose the destination ad network. 5. Select an ad account. Note: Accept the Facebook Terms of Service to create a Facebook ad account. 6. To return to the Overview screen, click Save & Close or Configure to select a configuration option for the new audience. Allow up to an hour for new Facebook audiences to be ready for use and up to 24 hours for new Twitter audiences. Add Audience Activity to Journeys Add Audience Activity to Journey Builder journeys. Configure an Audience from a Data Extension or List Use attributes in a list or data extension to configure an audience in Advertising Studio. Configure an Audience from a Topic Profile Configure an audience from a Topic Profile in Advertising Studio. Configure an Audience from Contacts Configure an audience in Advertising Studio from your existing Marketing Cloud contacts. Configure Notifications Enable notification settings to send a notification from Advertising Studio when the audience upload is complete, the audience is refreshed, errors, or other events. Create a Lookalike Audience Create a lookalike audience in Advertising Studio. Use a lookalike audience to reach new customers with attributes, such as demographics or interests, similar to existing customers. You can optimize lookalike audiences for reach top 5% of users that match or similarity top 1% of users that match. Create an Audience with Facebook Advanced Match Create a customized audience in Advertising Studio using Facebook Advance Match. 7

12 Create an Audience Refresh an Audience Configure refresh for an Advertising Studio audience. Review an Audience Once an audience has been created, you can review the details, change configurations, or refresh the audience. Here is a description of the information available when you review an audience in Advertising Studio. Subscriber Types Here is a list of definitions for subscriber types in Advertising Studio. Subscriber Type Description and Function All Opted-In Subscribers This list includes all opted-in subscribers. Use this template to query the Opted-In subscriber data view and View Audience Activity View audience activity in Advertising Studio. Configure an Audience from a Data Extension or List Configure an Audience from Contacts Configure an Audience from a Topic Profile Onboarding Partners Add Audience Activity to Journeys Add Audience Activity to Journey Builder journeys. Create an audience to integrate activities into customer journeys. To add an Advertising Audience Activity to Journey Builder Interactions, configure the target ad network for this activity in Advertising Audiences Administration. Journey Builder Configure an Audience from a Data Extension or List Use attributes in a list or data extension to configure an audience in Advertising Studio. Note: It could take up to an hour for a Facebook Custom Audience and up to 14 hours for Twitter Tailored Audiences to be ready to use. Note: You can use Data Extensions with Field Level Encryption to create audiences within Advertising Audience. Visit Audience Field Level Encryption for detailed instructions. 1. Select to configure a new or existing audience. 2. Choose Data Extension or List. 3. Locate the data sources to use. 4. Click Select. Tip: You can change to a different data source such as Contacts. 5. Choose an attribute from the selected data extension or list. You can change attributes before saving or activating the audience. 8

13 Create an Audience Note: If No attributes found appears, select a different source with the desired attribute or delete the attribute by clicking the trashcan icon. 6. If needed, add a second attribute. Note: You can use a maximum of two attributes. Facebook accepts Address and Phone and Twitter accepts Address and Twitter ID. 7. Save, exit, or activate the audience. Audience Field Level Encryption Configure Field Level Encryption to use with Advertising Studio s Advertising Audiences feature. Contact Builder Data Extensions All Subscribers List in Marketing Cloud Audience Field Level Encryption Configure Field Level Encryption to use with Advertising Studio s Advertising Audiences feature. Important: Field-level Encryption and Tokenized Sending cannot be used concurrently. To encrypt specific fields within a data extension for use within Advertising Audiences: Create a Data Extension Create an Import Definition Step 1: Configure your Encryption Key. 1. Navigate to Administration. 2. Under Data Management, select Key Management. 3. Click Create. 4. Select an encryption type. 5. Enter the name of your key. 6. Enter the external key. 7. Complete the appropriate fields for your selected encryption type: Asymmetric Keys: Click Choose File and select the pfx file to upload from your computer, then click OK. Symmetric Keys: Enter the passphrase in the Passphrase and Passphrase Again fields. Initialization Vector Keys: Enter the value. Salt Keys: Enter the value. SAML: Select a method and enter the required information: Paste Metadata: Enter the SAML metadata obtained from your third-party identity partner in the text field. 9

14 Create an Audience Generate Metadata from URL: Enter the URL in the text field and click the Generate button. The appropriate metadata appears in the text field. Guided Configuration: Enter the following information: Identity Provider Certificate: Click the Browse button and select the certificate. Entity ID: Enter the appropriate entity ID. Name ID Format: Choose either Persistent or Entity from the drop-down menu. Single Logout Service Location: Enter the URL for the appropriate single logout service location. Single Logout Service Binding: Choose HTTP REDIRECT or HTTP POST from the drop-down menu. Attribute Service Location: Enter the URL for the appropriate attribute service location. Attribute Service Binding: Choose either SOAP or Reverse SOAP (PAOS) from the drop-down menu. 8. Save the Record. Step 2: Create a Data Extension. Note: Do not import data into the data extension until you complete Step 3. Step 3: Apply encryption to your data extension. 1. From Setup, enter Platform Encryption in the Quick Find box and select Platform Encryption. 2. Select Encrypt Fields. 3. Select Edit. 4. Choose the fields to encrypt. 5. Save your settings. Step 4: Import data into a Data Extension Note: Never use the Marketing Cloud to transmit or store the following types of data: Government-issued identification numbers including: Social Security numbers Passport numbers Driver s license numbers Any financial account numbers including: Credit or debit card numbers Bank account numbers Any other similar identifiers as defined by the Payment Card Data Security Standards 10

15 Create an Audience Configure an Audience from a Topic Profile Configure an audience from a Topic Profile in Advertising Studio. Advertising Audiences includes the option to create an audience using a pre-defined Social Studio Topic Profile. Topic Profiles are a unique set of search parameters. You can filter these parameters for a more granular targeting of your audience. For consistent results, use the same filters and keyword searches can be applied to audiences in Advertising Audiences. Allow up to 14 hours for a Topic Profile Audience to be ready for use on Twitter. 1. Select Social Studio Topic Profile. 2. Click Authorize. After authenticating the account, the Topic Profiles connected to the Social Studio account appear in a table with columns for Name and Estimated Monthly Volume. 3. To filter out the Topic Profiles to show only contacts who have tweeted in the past 1 14 days, selectonly include users who have tweeted in the past. 4. Use the dropdown to select the Social Studio account if more than one is authenticated and connected. Select the Topic Profile from the selected account. 5. Choose a Topic Profile and click Select. 6. Select an attribute. 7. Select the account. Note: Add New Account can only be used to authorize a new social account with a different ad account. 8. Define notifications. 9. Save, exit, or activate the audience. Configure Notifications Topic Profiles in Social Studio Configure an Audience from Contacts Configure an audience in Advertising Studio from your existing Marketing Cloud contacts. Import Contacts to configure an audience. 1. Select Contacts. 2. Select either Advertising Audiences, MobileConnect, or MobilePush channel. 3. Choose the list to use from the Configuration tab. 4. Click Select. Tip: You can change to a different data source such as a List or Data Extension. 5. Choose an attribute from the selected data extension or list. You can change attributes before saving or activating the audience. Note: If No attributes found appears, either select a different source with the desired attribute or click the trashcan icon. 6. If needed, repeat steps 1 6 to add a second attribute. 11

16 Create an Audience Note: A maximum of two attributes can be used. Facebook accepts Address and Phone and Twitter accepts Address and Twitter ID. 7. Save, exit, or activate the audience. Contact Builder Configure Notifications Enable notification settings to send a notification from Advertising Studio when the audience upload is complete, the audience is refreshed, errors, or other events. For an Audience in active status: 1. Select the audience from the list of active or draft audiences. 2. Click Change in the Notification Settings. 3. Select a notification. 4. Enter at least one address. To send notifications to multiple addresses, enter each address in the designated field separated by commas. 5. Click Done. 6. Click Save, Save and Exit, or Activate Create a Lookalike Audience Create a lookalike audience in Advertising Studio. Use a lookalike audience to reach new customers with attributes, such as demographics or interests, similar to existing customers. You can optimize lookalike audiences for reach top 5% of users that match or similarity top 1% of users that match. Note: The source audience must contain at least 100 members. For more information, see Facebook Lookalike Audiences. Create a lookalike audience based on an existing Facebook audience and optimize the lookalike for greater reach or similarity to the Facebook audience. Note: This feature is only available for Facebook audiences created within Advertising Audiences. 1. Select the Facebook audience from the list of created audiences. 2. Click Add next to Lookalike Audiences. 3. Enter a name for the lookalike audience. 4. Choose either Reach or Similarity in Optimize for. 5. Select the country to target. 6. Click Done. Click Add another lookalike audience and repeat steps 1 through 6 to create more lookalike audiences. Create an Audience with Facebook Advanced Match Create a customized audience in Advertising Studio using Facebook Advance Match. 12

17 Create an Audience Note: The data extension must include one or more unique attributes, such as , phone, and mobile ID. We recommend that you map to as many Facebook identifiers as possible for the highest match rates. 1. Click Create Audience. 2. Enter a name and description. 3. If applicable, select an onboarding partner. 4. Choose the destination ad network. 5. Select an ad account. 6. To return to the Overview screen, click Save & Close or Configure. 7. Select List or Data Extension on the Configure tab. 8. Choose the data extension to use. 9. Click Select. 10. Drag the source attribute field from the data extension to the corresponding Facebook identifier. 11. Click Save. Tip: For more details about data types used as Facebook identifiers, see Facebook's tips for increasing the match rate of your data. Refresh an Audience Configure refresh for an Advertising Studio audience. The Audience Refresh section displays the audience refresh schedule. The refresh schedule depends on the refresh option selected including an audience set to activate and refresh immediately. 1. First, choose a specific audience. 1. Open Advertising Audiences. 2. Select an audience name for an audience not currently under draft. To delete the audience, click Delete. Note: Only an Administrator can delete an audience. That same audience gets removed from the Social Ads platform simultaneously. If the audience is active, any gathered matching and refresh data are lost. 3. To refresh the audience manually, follow these steps. a. Click Refresh Now. b. Click Activate. 4. To configure an automated audience refresh, follow these steps. a. Click Change. b. Select Schedule Refreshes. c. Set the frequency of refreshes including the time of day you want the refresh to occur. d. Click Done. e. Click Activate. 13

18 Create an Audience Review an Audience Once an audience has been created, you can review the details, change configurations, or refresh the audience. Here is a description of the information available when you review an audience in Advertising Studio. Audience Attribute Source Audience Count Social Account Audience Count Onboarding Partner Name (Destination) Status Created Description Description Number of subscribers in the audience Number of audience members on the ad network. Facebook Audience Count, which is only available when Facebook is selected as the ad network. Or Twitter Audience Count, which is only available when Twitter is selected as the ad network. The name of the connected onboarding partner and its destination analytic service in parentheses. This information is only visible for activated audiences. Whether the audience is active, in draft, error, refreshed, or processing on destination network status. For Administrators only: Use Delete to delete the audience Allow other users to delete this audience check box Date and time audience was created Optional details about the nature and purpose of the audience The Source Audience Count and Facebook Audience Count or Twitter Audience Count numbers are available when the audience successfully uploads to the selected ad network. If an audience has lookalike audience, they appear at the bottom of the panel with the specifics. Create a Lookalike Audience Subscriber Types Here is a list of definitions for subscriber types in Advertising Studio. Subscriber Type Description and Function All Opted-In Subscribers This list includes all opted-in subscribers. Use this template to query the Opted-In subscriber data view and Subscriber Type All Opted-In Subscribers Description/ Function Includes all opted-in subscribers. Use this template to query the Opted-In subscriber data view and return active, bounced, and held subscribers. New Subscribers Includes subscribers who opted-in within a specified timeframe. To set the time frame, enter a number and select days or weeks. 14

19 Create an Audience Subscriber Type Description/ Function Use this template to query the subscriber data view and return active, bounced, and held subscribers who joined within the specified range of days or weeks. Engaged Subscribers Shows subscribers who have interacted with your brand during a specified timeframe. Enter a number value and select days or weeks to include. Use this template to query the subscriber, click, and open data view and return all subscribers who opened the or clicked a link within the specified range of days or weeks. Unengaged Subscribers Includes subscribers who have not interacted with your brand during a specified timeframe. To set the time frame, enter a number and select days or weeks. Use this template to query the subscriber, click, and open data view and return all subscribers who have not opened the or not clicked a link within the specified range of days or weeks. Unsubscribes Includes all opted-out subscribers. Use this template to query the subscriber data view and returns all unsubscribed subscribers. View Audience Activity View audience activity in Advertising Studio. To view the Audience Activity tab: 1. Select the desired audience from the Overview tab. 2. Click the Activity tab. Note: The Activity graph appears once an audience has been activated and refreshed. The Activity tab displays these fields. Field Source Audience Count Description Estimated active audience size over time. Hover over a data point to view specific data values: Last refresh date Audience count Percentage change since refresh at that point Percentage increase or decrease since the last refresh 15

20 Delete an Audience Field Facebook or Twitter Audience Count Description Estimated audience match number on the advertising network. The percentage change since the last refresh also appears. Match Rate Percentage of source audience divided by the estimated total audience over time. The percentage change since the last audience refresh also appears. Line Graph Audience data in a line graph. You can change how much data is displayed in the graph. 1. Select Audience Countor Match Countfrom the Show data for drop-down. 2. Choose the number of audience refreshes to include in the graph from the drop-down. Delete an Audience Delete an audience in Marketing Cloud Advertising Studio. Note: You must have administrator rights to use this feature. Once deleted, an audience cannot be recovered. When you delete an audience, you will: Delete the audience from its tied social ads platform. Remove all associated lookalike audiences from the social ads platform. Delete gathered matching data and refresh data. 1. Navigate to Advertising Audiences in Advertising Studio. 2. Locate the audience to delete. 3. Click the actions dropdown and select Delete. Tip: When you delete a lookalike audience, Advertising Audiences retains the seed audience on which it is based. Advertising Audiences FAQs Find answers to frequently asked questions about Advertising Studio s Advertising Audiences feature. How do I configure onboarding partners? Follow the steps to connect onboarding partners. You must have an account with the onboarding partner before it can be added to your Advertising Audiences account. 16

21 Advertising Audiences FAQs How are Facebook Audiences different from Facebook Custom Audiences? Facebook Custom Audience is a Facebook targeting solution that allows you to match CRM data to user profiles. Advertising Audiences allows you to securely match data within Marketing Cloud to a Facebook Custom Audience. Advertising Audiences provides automation, ensures that you are not required to share raw data files outside of the Marketing Cloud infrastructure. What are Twitter Tailored Audiences? With Twitter Tailored Audience, you can define groups of existing and potential customers, and connect with them on Twitter with relevant messages. CRM audiences define a segmented group of customers from existing data for a highly targeted message. Tailored audiences allow you to match any list of addresses, or other data, to Twitter accounts, which creates an audience segment in Twitter. Are addresses shared with Facebook? No. addresses are securely hashed within Marketing Cloud before they are submitted to Facebook or Twitter via API. Facebook has extensively documented privacy and information security practices related to Advertising Audiences, available on request. Can I market to unsubscribes? Unsubscribing is an overt signal that a subscriber no longer wants to receive marketing information from a brand. We recommend against targeting unsubscribers through Advertising Studio. Each implementation of Advertising Audiences includes a mechanism to ensure unsubscribes and other opt-outs are not included in targeting. Are there limits on number of audiences created or size of audience? No, there are no technical limits. You are limited to the number of audiences available within the product edition you purchase. When you reach that limit, you cannot create another audience until you contact your account representative to purchase more audiences or delete an existing audience. How often can audiences be refreshed? Audiences can be refreshed daily. Is the cost of media included in the price of the Advertising Audiences solution? How should I budget? The cost of the media is not reflected in Advertising Audiences. You work directly with Facebook or Twitter to set up an advertising account and credit line. The minimum budget depends on your list size and the use case, but given that you are limiting targeting to just your own list. How do I use my existing media account with Advertising Audiences? You authorize the Advertising Audiences application access to your existing Facebook ads account or Twitter ads account to create and manage audiences on your behalf. Billing is handled directly between you and the ad network. 17

22 Journey Builder Advertising How long before my audiences are available on Facebook and Twitter? Allow up to one hour for Facebook audience to be ready for use. Allow up to 24 hours for Twitter audiences to be ready for use. The last updated date for my Twitter Tailored Audience or my Facebook Tailored Audience does not match the date when I uploaded it from the Salesforce Marketing Cloud. Why? Facebook and Twitter can take up to 14 hours to process an upload which could result in a date that differs from the date of upload. How many ad accounts can I associate with an audience? Only one ad account is allowed per audience. What is the purpose of the number added to my Facebook ad account? It is the account ID which is used when adding the Facebook ad account in Advertising Audiences Administration. To set the business name and account name to a friendly name, see How do I sort audience names in the Overview Tab using non-ascii characters? Advertising Audiences uses the Unicode character set (UTF-8), which respects the Unicode order when sorting. Why is the match rate over 100%? The destination network can take several hours to process a large audience sent from Marketing Cloud. The destination network usually processes audience additions first, then audience deletions. This process can result in the returned audience count greater than the size of the original data source. When deletions are processed, the match count is more representative of the data source. This issue is most often observed in audiences where the data source is volatile or where large numbers of removals occur between refreshes. If your dataset is large and volatile, the match rate is rarely accurate due to the processing time required on the destination network. Which user permissions do I require in order to create audiences from all data sources? To use Lists, Templates and Twitter Topic Profiles as data sources, enable the Create Data Extension permission for the user. To set this permission, go to Manage Roles on the Administration tab. Select Edit Permissions, and allow > Subscribers > Data Extension > Create. Journey Builder Advertising Use Journey Builder Advertising to create Facebook campaigns in Journey Builder. This feature requires Advertising Studio and Journey Builder enabled in your Marketing Cloud account. With Journey Builder Advertising, you can build cross-channel journeys that combine , mobile, and Facebook advertising. Use the Ad Campaigns activity to increase the reach of your campaigns. 18

23 Link Advertising Campaigns to Journey Builder Link Advertising Campaigns to Journey Builder Follow the steps in the set-up assistant to link your Advertising Campaigns account to Journey Builder. These steps are required to use the Journey Builder Advertising feature. Create a Journey Builder Advertising Campaign Complete these steps to create and launch an Advertising Campaign in Journey Builder. Advertising Audiences Link Advertising Campaigns to Journey Builder Follow the steps in the set-up assistant to link your Advertising Campaigns account to Journey Builder. These steps are required to use the Journey Builder Advertising feature. These steps are required to use this feature: Authorize your Facebook account in Advertising Campaigns. Authorize your Facebook account in Advertising Audiences. Note: Use the same account authorized for Advertising Campaigns. Accept the Facebook Custom Audience Terms of Service. The first time you use this feature, the system verifies that Advertising Studio is linked to your Journey Builder account and that there is at least one common Facebook account authorized in both Advertising Campaigns and Advertising Audiences. If prompted, follow these steps to link the accounts 1. Drag Ad Campaigns onto the Journey Builder canvas and click Configure. 2. Follow the steps in the setup assistant. Get Started with Advertising Audiences Create a Journey Builder Advertising Campaign Complete these steps to create and launch an Advertising Campaign in Journey Builder. 1. Create a Journey Builder Advertising Audience Follow these steps to create an Advertising Audience in Journey Builder to use in a Journey Builder Advertising campaign. 2. Create Content for a Journey Builder Advertising Campaign Follow these steps to create the content for the ad to use in your Journey Builder Advertising campaign. 3. Configure a Journey Builder Advertising Campaign Follow these steps to set the budget for a Journey Builder Advertising campaign. 19

24 Create a Journey Builder Advertising Campaign 4. Review and Launch the Journey Builder Advertising Campaign Review and save the configurations for your Journey Builder Advertising campaign. From here, you can return to the Journey Builder canvas. Get Started with Advertising Audiences Create a Journey Builder Advertising Audience Follow these steps to create an Advertising Audience in Journey Builder to use in a Journey Builder Advertising campaign. This feature uses address to match audience contacts. The audience refreshes daily. 1. Drag the Ad Campaign activity onto the Journey Builder canvas. 2. Click Configure. 3. Enter an audience name. 4. Enter a description for the audience, as necessary. 5. Select the Facebook Ad Account to use. Note: Only accounts authorized for both Advertising Audiences and Advertising Campaigns are available. 6. Select a retention period. Note: The retention period sets the length of time contacts are kept in your Advertising Audience. 7. Click Next. Create Content for a Journey Builder Advertising Campaign Follow these steps to create the content for the ad to use in your Journey Builder Advertising campaign. 1. Select the Facebook page to use. 2. Enter the creative name. 3. Enter the ad copy in text. 4. Enter the destination link URL. 5. Enter the display link. 6. Enter the headline. 7. Enter the link description. 8. To add an image to your creative, click Select Image. Note: To change the image, click Select a Different Image. 9. Select a call to action button to use. 10. Click Next. 20

25 Lead Capture in Advertising Studio Configure a Journey Builder Advertising Campaign Follow these steps to set the budget for a Journey Builder Advertising campaign. Note: To optimize your campaign, we recommend a minimum of $100 per day for a minimum audience size of Enter a campaign name. Note: Use a meaningful name for easy reference in tracking and reporting. View performance details for this campaign in the Advertising Campaigns dashboard. 2. Enter the total spend. 3. Enter the maximum daily budget. 4. Click Next. Note: The actual daily spend can vary slightly. Review and Launch the Journey Builder Advertising Campaign Review and save the configurations for your Journey Builder Advertising campaign. From here, you can return to the Journey Builder canvas. 1. Review the summary. 2. To edit any settings, click Back to return to appropriate step. 3. To complete the configuration, click Done. Note: To edit the Journey Builder Advertising campaign before you activate the journey, hover over the activity and click Edit. The Journey Builder canvas reappears. From here, you can activate the journey. Lead Capture in Advertising Studio To connect your Facebook advertising leads with Marketing Cloud Data Extensions in real time, use Advertising Studio s Lead Capture feature. Note: After November 21, 2018 and if you are a new Marketing Cloud customer, you can install Lead Capture via AppExchange. Existing customers continue to use Lead Capture within Advertising Studio. Before you use this feature, you must: Enable data extensions in your Marketing Cloud account Create a Facebook lead advertising form Have admin level permissions on the Facebook page associated with the lead advertising form Note: Log out of your Facebook account before accessing Lead Capture. To begin, launch Advertising Studio and click Lead Capture. Import Facebook Leads into Advertising Audiences Follow these steps to import and view Facebook leads captured in Marketing Cloud Advertising Studio. 21

26 Import Facebook Leads into Advertising Audiences Import Leads into Data Extensions Import lead from Advertising Studio Facebook ads into Marketing Cloud. Test Lead Capture Tasks Use the Facebook Lead Ads Testing Tool to create a test lead in Advertising Studio. Delete a Facebook Lead Capture Task in Advertising Studio Delete a Facebook Lead Capture task in Marketing Cloud Advertising Studio. Import Facebook Leads into Advertising Audiences Follow these steps to import and view Facebook leads captured in Marketing Cloud Advertising Studio. Note: New customers who joined after November 21, 2018 can install Lead Capture via AppExchange. Existing customers must continue to use Lead Capture in Advertising Studio. The lead form prepopulates with information the customer has already shared with Facebook. If needed, you can customize the form to collect more data. 1. Navigate to Lead Capture. 2. Click Create Lead Capture Task. 3. Click Login To Facebook. 4. Enter your Facebook login credentials. 5. Select a Facebook page. 6. Click View Lead Forms. 7. Choose the lead forms to use. 8. If needed, add custom questions to the form. 9. Click Confirm Selection & Continue. 10. Click Ok, continue. 11. Submit Lead Capture Task. Note: Only pages for which you have admin user level permissions are available to you. Learn about Facebook page roles. Create a Data Extension Create an Import Definition Import Leads into Data Extensions Import lead from Advertising Studio Facebook ads into Marketing Cloud. Note: New customers who joined after November 21, 2018 can install Lead Capture via AppExchange. Existing customers must continue to use Lead Capture in Advertising Studio. 1. Navigate to Audience Builder and select Contact Builder. 2. Click Data Extensions. 3. Click your Data Extension in the list. 22

27 Test Lead Capture Tasks Note: The Lead Capture task only imports new leads after the task is created. Click Download under Actions to download existing leads. You can also manually upload leads to your data extension after creating the task. Test Lead Capture Tasks Use the Facebook Lead Ads Testing Tool to create a test lead in Advertising Studio. We recommend that you test a lead capture task and lead nurturing, such as Journey Builder activities before you run a Facebook Lead generation ad campaign. Note: New customers who joined after November 21, 2018 can install Lead Capture via AppExchange. Existing customers must continue to use Lead Capture in Advertising Studio. 1. Go to 2. Select the Facebook page and lead advertising form to use. 3. To customize the lead form inputs, click Preview Form. If not customized, Facebook generates fake inputs for each field in the form. 4. Click Create Lead. 5. Log in to Marketing Cloud. 6. Navigate to Audience Builder and select Contact Builder 7. Select the Data Extensions tab. 8. To view the lead in a data extension, click Records. Delete a Facebook Lead Capture Task in Advertising Studio Delete a Facebook Lead Capture task in Marketing Cloud Advertising Studio. Note: New customers who joined after November 21, 2018 can install Lead Capture via AppExchange. Existing customers must continue to use Lead Capture in Advertising Studio. 1. Navigate to Lead Capture in Advertising Studio. 2. Click the arrow under Actions next to the task to delete. 3. Select Delete Task. 4. Click, Delete to confirm. Note: This action prevents the import of future leads. Previously imported leads are preserved. 23

28 INDEX A advertising 1 9, 11 16, Advertising Audiences 1 9, Advertising Campaigns 1 Advertising Studio 12, J Journey Builder Ads L Lead Capture