Facebook Ads are created in the Social platform, Ads section, Ad Sets are groups of Ads that may be associated with a particular Campaign in Facebook. You must use a PeopleStage People Campaign, Ads are different to Social campaigns in that you will target individuals by uploading an Audience to the social platform.
A user with Admin permissions must configure the social media channels within PeopleStage; this topic concentrates on setting up a campaign within PeopleStage.
Added in Q1-2021 - Social Media Exclusion Audiences (this is a beta feature)
Adding Exclusions to a Facebook Ad Campaign
Firstly set up a new People Campaign in PeopleStage.
Click on the status control icon and, from within the Plan tab window, select Edit
For more information on Campaign Status in Plan mode. Click here - Plan
The Audience contains selections that form the Custom Audience uploaded to the Audience section in the Ad SetFacebook Ad sets are groups of ads that share settings for how, when and where to run.. In this Audience, you can add exclusion selections as well as inclusion selections to ensure the correct individuals are uploaded.
A Message contains a Content and Delivery step. For a social Ad campaign, the Ad Set and Ads are set up in the social platform, therefore the majority of the time the Content step will remain blank.
The Delivery step is where you define How you wish to target the individuals in the Audience.
Select the Ad SetFacebook Ad sets are groups of ads that share settings for how, when and where to run. you wish to send the Custom Audience to from the Advert Name drop-down menu.
Enter a Custom Audience name and choose a Target option from the drop-down:
Target Audience - Use the list only
Target Audience and Lookalikes - use the list and lookalikes
Target Lookalikes Only - use lookalikes only
Further lookalike preferences are available in the PeopleStage Channel Editor
Lookalikes are created and processed in the Social platform. The individuals selected in this process are outside of PeopleStage's control.
You can specify an Exclusion Audience on the Delivery Step, the Exclusion Audience is uploaded to the Exclude area of the Audience within the Ad Set in the Social Platform.
Drag and drop selections built at People level from the Audience folder in the Library into the Exclusions area in the Delivery step.
PeopleStage creates another Exclusion drop-zone where you can add more Exclusion Audience Selections. A natural OR is applied to the selections added.
For example, the exclusions can include complainers, deceased or importantly people who have made a recent purchase of what the ad is promoting.
Running the Campaign
Ad Campaign Channels are set up by a PeopleStage administrator in the PeopleStage Channel Editor, the administrator sets up the Audience Type in the Output Settings tab. The Audience Type options are:
Dated Audience - Add a date stamp on the end of the file uploaded but do not replace the existing file
Override Audience - Replace existing Audience file every time
Append to Audience - Append new records to an existing file
The Audience Type setting in the Channel Editor will also apply to the exclusion file which is created.
When the Campaign is published, and the Delivery step runs, two files will be created. One Custom Audience and one Exclusion Audience and will be uploaded to the relevant areas in the Audience within the Facebook Ad Set or the Twitter and Google Ads Ad Group.
PeopleStage and Facebook Matching
Once a file has been uploaded to the platform, Facebook will begin to match it to their Facebook universe. As at the time of writing this, Facebook warns this could take up to 30 minutes. Facebook will process both files at the same time. Once completed, PeopleStage will then send the campaign using the matched file and start to gather engagement statistics such as likes, shares and link clicks.