CDP: Dynamic Audiences in Digital Advertising

Overview

Dynamic Audiences enable customers with CDP Pro to create, sort, and save lists of Shoppers with filters and conditions applied. These Shopper lists may be activated within Digital Advertising (DigAd) in order to create custom audiences and ad campaigns.
 

Navigation

To access your Dynamic Audiences and activate these lists within DigAd, enter your Fullpath Dashboard and click on the CDP tab from the left side menu. Dashboard  > Audiences > Dynamic Audiences https://dashboard.fullpath.com/shoppers/saved-filters 

Activate Dynamic Audiences Internally with DigAd

Once you enter the Dynamic Audience lists, select the audience you intend to use, click ACTIVATE inside DigAd.

Leveraging a Dynamic Audience inside of Fullpath's Digital Advertising product in 8 steps:

1. Review the audience and filter to ensure the make-up and general size is as expected
2. Initial Setup: Name and select the campaign goal
3. Select Campaign Channels: Select which channel(s) and modes to run for this campaign
4. Define Campaign Settings: Input your campaign budget
5. Geo-Targeting: set the targeting of the campaign
6. Create Ads: specify the copy and keywords for your ads
7. Add Images: upload images to be used in ad campaigns
8. Review Campaign: take a final look and check all details

Step 1. Review the Audience

• Note the OEM compliance message will appear if you are in one of our certified program brands (Subaru, Stellantis, Mazda, GM, Maserati, JLR). The Dealer is responsible for ensuring that the content of a custom campaign is compliant.
   
• Campaigns will be reported to the OEM as New Inventory spend for co-op purposes, and should only be used for New Inventory related campaigns.
   
• The precise size of the Shopper list may vary day to day as the list itself is dynamic with Shoppers falling out and being added on a daily basis; Fullpath does NOT guarantee that we will reach every shopper.

Step 2. Initial Setup

• Name the Campaign - this name will be used internally as well as in some reporting available inside Google and Facebook ad platforms 
   
• Goals include Click or Conversions - this speaks to how the campaign(s) should be optimized
   
  
  

Step 3. Select Campaign Channels

• Channels include Google Search, Google Display / DV360, Performance Max, and Social (which includes meta ad placements in Facebook and Instagram
   
  • Important to note: Display Campaigns require at least 90-days history and total spend over time of more than $50,000. 
    
     

• Google Modes: In addition to Google Channels, you may also select whether you would like to set up your Google campaigns in OBSERVATION mode or TARGETING mode (learn more about these modes in Google Ads ).
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    • "Targeting" mode means ads are only shown to users who fit specific audience segments you've selected.  Use Case for Targeting: When you know your target audience well and want to maximize ad effectiveness for that group.
       
    • "Observation" mode, on the other hand, allows ads to be shown to everyone, broadening your intended audience. Use Case for Observation: When you want to understand how different audience segments perform, even if you're not strictly targeting them.
      
      
       

• Social Modes:  When Selecting Social Channels, you may also select whether you would like to set up your Social campaigns in TARGETING mode, CONQUEST mode, or ADDITIONAL SOCIAL TARGETING OPTIONS.
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    • Targeting means you want to reach specific and well defined audiences utilizing detailed targeting options like demographics, interests, behaviors, custom audiences (data on existing customers), and lookalike audiences (new users similar to existing customers). 

      • Use Case for Targeting Mode is when you have a clear understanding of your ideal customer and want to maximize the effectiveness of your campaigns.
         

    • "Conquest" mode, on the other hand, uses broad targeting options, automatic placements, or even no targeting at all to reach a wider, more general audience, including those outside your typical customer base. 

      • Use Case for Conquest is when you're aiming to increase brand visibility, explore new markets, or test new audiences.
         

    • Additional Social Targeting Options include "look alike" audiences and "interests". Facebook Lookalike Audiences find new users similar to your best existing customers (by behavior, interests, demographics), while Interest Targeting reaches people based on specific interests, pages liked, or activities they've engaged with; lookalikes use machine learning from your data for broader reach, whereas interest targeting is more manual, with lookalikes often outperforming interests for scale and relevance, though a mix can be effective. 
       

      • Look - Alike Audiences Best For: Scaling campaigns, finding new customers, expanding reach efficiently, leveraging existing data.
      • Interest Audiences Best For: Niche audiences, testing new audience hypotheses, early stage campaigns. 
      • Look-a-likes / Interests custom campaigns may not be edited once launched; if a change is required, the campaign should be deleted and recreated.
         

Upon entering the URL for verification - the AI will return one of the following results:

• “Credit-content free” - indicating that no credit-related content was detected on the page and the user can proceed. >> GOOD TO GO
   

• “The URL entered did not meet the requirements for no credit-related content” - there is credit-related content on the page and we are not permitted to drive targeted audiences to that page >> ADJUST PAGE CONTENT OR USE A DIFFERENT URL
   

• "Site can't be scraped" - Unfortunately, this website cannot be scraped due to its settings or security measures >> SECURITY SETTINGS ON THE WEBSITE PREVENT FACEBOOK FROM BEING ABLE TO VALIDATE
   

• "AI is not working" - in rare cases the service is temporarily disabled. >> TRY AGAIN LATER

Step 4. Define Campaigns Settings

• Budget comes out of the main DigAd budget
   
• Minimum - $300 (for in-program Dealers this may vary, Mazda for example, may allocate down to $20)
   
• Maximum - determined by the remaining, unallocated and unspent budget on the account
   
• Keep in mind, this Budget is separate from any specific Objective or Channel allocations on the account; Custom campaigns belong to their own separate Objective.
  • If there is an existing allocation to a Channel that does not specify an Objective, that allocation will have to exclude custom campaigns.
     
• Selecting a Monthly budget means this amount will recur monthly
  
  
  
   

Step 5. Geo-targeting

• You may specify a radius around the Dealership which you would like to target. 
  • Google Search and Display permits a minimum radius of 3 mile, maximum of 500 miles
  • Meta has a minimum radius of 15 miles, maximum of 5
     
• You may also provide zip codes to target, which will automatically be converted into lat/long points to comply with Google and Meta's specifications
   
• It is recommended you choose Ai and let the Fullpath system and algorithm target the audiences you're trying to engage
  
  
  

Step 6. Create Ads

• You may enter headlines and descriptions for the combination of channels they selected; these will be A/B tested within the relevant platforms and channels selected
   
• Or you may use the Ai feature to auto-generate fields based on the vehicle(s) targeted and Dealership details. 
  
  
   

• 

   

• If Search Channel was selected, you may enter keywords (recommended minimum at least 3
  • Keyword Strategy = Broad Match, Ads may show on searches that are related to your keyword, which can include searches that don’t contain the direct meaning of your keywords.
    
    
    

Step 7. Add images to your campaign

• Adding horizontal and square images are required; a portrait size is left optional. 
• Try to keep your images under 31MB so everything loads quickly and works smoothly on all platforms.
   

Step 8. Review Campaign + Launch

• It is critical to carefully review all inputs to ensure accuracy before launching campaigns live.
   
• It is the Dealers responsibility to ensure Custom Campaigns' spelling, syntax, verbiage, offers, and formatting are correct and OEM compliant.
   

Custom Campaigns Inside the DigAd Dashboard

Custom Campaigns with CDP Dynamic Audiences may be viewed inside of the DigAd Dashboard. A new Objective called 'Custom Campaigns' will be visible. This objective will show aggregated performance of all ACTIVE custom campaigns during the selected date range.

Each individual custom campaign has it's own ad bundle where more segmented performance may be viewed. From here, custom campaign ad bundles may be PAUSED or RUN.

Custom Campaigns Inside Google / Facebook

You may view and analyze Custom Campaigns using Dynamic audiences inside both Google and Facebook. 

• In Google - custom campaigns will be the only running campaigns WITHOUT the word "ACQUIRE" in the campaign name. 
  
  
   
• In Facebook - custom campaigns will INCLUDE "ACQUIRE" and will also include CUSTOM.