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 > CDP > 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 6 steps:

1. Review the audience and filter to ensure the make-up and general size is as expected
2. Initial Setup: Select the campaign goal and channels
3. Define Campaign Settings: Input your campaign budget
4. Geo-Targeting: set the targeting of the campaign
5. Create Ads: specify the copy and keywords for your ads
6. 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

•  Goals include Click or Conversions - this speaks to how the campaign(s) should be optimized
   
• Channels include Google Search, Google Display, 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. 

  
  
  
  
  
  

Step 3. Define Campaigns Settings

• Budget comes out of the main DigAd budget
  
  
• Minimum - $300
  
  
• 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 4. 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 5. 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
  
  
• 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 6. 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.