- What is an audience?
- What kinds of audience does CRM Ads support?
- Automation Center audiences
- Segment audiences
- Lookalike audiences
What is an audience?
An audience is the name given to the user group in the network being targeted by your ad campaign. It is created after Emarsys sends the network a hashed list of email addresses. The network checks these addresses against its own database, and either creates an audience from the matches it finds, or generates a lookalike audience from profiles which share similar properties and interests to the source segment.
You can create up to 100 audiences per Emarsys account and an audience may contain a maximum of 20 million contacts.
Networks may have their own rules regarding audiences, for example a Facebook audience must have a minimum of 20 contacts before it can be used for ad targeting, and Google requires 1,000. Read more about audiences in the respective documentation:
Furthermore, you can sometimes refine an audience further in the network itself. For more information, see:
For more information on which audience to use for which type of marketing strategy, including examples, please see the page Which Audience Should I Use?.
What kind of audiences does CRM Ads support?
- Automation Center Audiences –
These start empty and can only be filled by contacts who arrive at a certain point in an Automation Center program. Each contact is sent to the network in real time (when they reach the right node) and, if they match a user profile, are added to the audience.
Using audiences in the Automation Center
After you have created an Automation Center audience, it will become available for use in the Automation Center. Proceed as follows:
Open your Automation Center program and place the Add to audience node at the point where you want your contacts to join the audience. This could be after a recurring daily filter, or a concrete action such as an email response or a data change.
Double-click the node to open the properties and select the audience you just created.
Place the Remove from audience node at the point where you want your contacts to leave the audience. This will typically be after a Wait node of a few days, or again after a concrete action by the customer such as a purchase.
In the case of Facebook, once the audience reaches the minimum number of 20 users it will be used for display advertising. In the case of Google, this number is 1,000 contacts. Contacts can also be removed from these audiences, by arriving at the corresponding node.
Here you can watch a short video on how to use Automation Center audiences:
- Segment Audiences –
These are based directly on a segment you create. The network will fill the audience with every user who matches one of the email addresses in your segment.
These audiences are synchronized with their source segment on a daily basis. If you make changes to the segment criteria, the audience will be updated immediately.
Note: The daily synchronization of segment-based audiences is limited to a total of 30 million contacts. You must ensure that the total sum of all the segments used for these audiences does not exceed this number (including contacts counted more than once), otherwise the daily sync will fail.
Here you can watch a short video on how to use Segment audiences:
- Lookalike audiences –
These are new custom audiences that the network creates by itself, based on a custom audience that you provide (which is in turn based on a segment, e.g. Platinum Buyers). The networks use their own algorithms to find users who match the contacts in your audience, providing you with a great channel for acquiring new customers who share interests and/or friends with your existing customer base.
Here you can watch a short video on how to use Lookalike audiences:
Summary: Lookalike audiences are a great way to harness the technology and reach of social media to find new, high-value customers.