Use Case maturity:

Advanced

What to expect:

increase in RPV

Use Case goal:

Acquisition

What to Expect From This Use Case

Paid Ads Optimized for Email Engagement focuses on enhancing advertising efficiency by creating Ad Audiences based on customers' email engagement levels. By segmenting customers, businesses can make strategic decisions about ad spend, avoiding squandering resources on customers who are already actively engaged via email.

This approach directly impacts the efficiency and effectiveness of paid media advertising, potentially leading to increased revenue and lowered cost-per-acquisition for businesses, as demonstrated by real-life client experiences.

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Use Case Items

With this use case, you’ll get a:

• Paid Ads scenario
• Email consent segmentation
• Campaign segmentation
• Pre-defined evaluation dashboard

How to deploy the Use Case

After downloading the use case, follow these steps:

Step 1: Meet the Requirements

Verify if the data in your project meets the requirements. Follow this step-by-step setup guide in case of problems.

Step 2: Understand the Use Case Logic

Scenario - Targeting Based on Email Engagement

This scenario allows you to create Ad Audiences based on the email engagement of your customers which can help you to better target them with paid advertisements and create an omnichannel strategy.

This scenario is triggered daily. In order to comply with GDPR rules, we check if a customer has given us Paid Media consent. If they did, we check if a customer has a valid email or phone number as an identifier. After, we check if the customer belongs to any of email engagement segment OR went through this scenario in the last 90 days. The later is to include customers that are no longer part of the segments but might be still in your ads audiences and thus they need to be removed from them.

According to the email engagement segmentation, two situations may occur:

• If customer is in Low email engagement segment, we ensure he is added into corresponding audience. If he is NO longer part of the segment, we make sure he is removed from the corresponding Low engagement audience.
• If customer is in High email engagement segment, we ensure he is added into corresponding High engagement audience. If he is NO longer part of the segment, we make sure he is removed from the audience.

BE AWARE THAT THE ACTION OF ADDING AD AUDIENCES WEBHOOKS IS REQUIRED!

You can learn more about general Ads Best Practices in this article.

Step 3: Evaluate the Results

Remember to run the use case for a few days to see the impact.

After this initial period, use the prebuilt and ready-to-use evaluation dashboard specifically included in this use case to measure and analyze relevant data.

To evaluate, open the evaluation dashboard and set the attribution window for revenue in hours (e.g. 24) and click the Refresh button in the upper right corner to see the results.

If you encounter any problems, read this article for insights on evaluating your campaign.