Engage+ | Facebook campaigns & Message Personalization strategy

Release Date: April, 2020


1. Facebook campaigns on new Engage+ UI 

Facebook  is one of the most scalable and popular ad platforms to reach  customers. In addition to subscribed customers and new customer  acquisition, It is a great alternative to reach DND and DNC customers.  Engage+ Facebook integration allows the user to post ads on Facebook to  improve branding, recall and communicate announcements to the existing  customer base to increase conversions. 

Use Cases

  1. Link Engage+ with Facebook Ad Account of the brand to enable automated workflows from CRM to create Facebook Ads.

  2. Use  Engage+ to create a target list and publish the list to the brand’s Ad  Account to which ads can be served through Facebook Campaigns.

Glossary

  • Facebook Ad Account

Facebook  Ad Account is an entity that has audience lists, payment information,  users and all digital assets associated with the brand. Ad Account also  has a campaign management page to create and serve ads using assets  associated with it. This is owned and managed by the brand.

  • Facebook Business Manager Account

A  Facebook business manager is a user account just like a personal  Facebook account that is used to run ad campaigns. A user can have  access to multiple Ad Accounts that are granted to him by the admins of  each account. All the Ad Accounts that the user has access to and its  associated assets will then be listed on his business manager account.

  • Facebook Ad Campaign

Facebook  Ad Campaign is similar to Engage+ campaign. It has an objective like  “Traffic” which increases web traffic to a website or a page and “Reach”  which serves ads to as many people as possible.

  • Facebook Ad Set

Facebook  Ad Set is similar to Engage+ Message wherein it is created within the  context of a Campaign. Each Ad Set has an Audience List attached to it,  budget and optimization strategy.

  • Facebook Ads

Facebook  Ads is similar to Engage+ Creatives wherein it is created within the  context of an Ad Set. Unlike Creatives on Engage+, an Ad Set can have  multiple Ads associated with it. Each Ad has a Page through which Ads  are displayed to users, the artwork, marketing copy/description and  links to which web traffic has to be directed to in a few cases.

  • Facebook Page

Facebook  Page is a page that is created on Facebook that can be used to post.  Ads on Facebook are served as a post on a Page. Access to Pages is  controlled by the Page admin who then grants it to users similar to Ad  Accounts.

Solution

  • Facebook Ad Account Integration with Engage+

The  first step to running Facebook Campaigns through Engage+ is to  integrate Ad Account. This can be done by following these steps:

  1. Navigate to Settings > Account Integrations Section

  2. Under the Facebook Ads section, click on Add Account details. Only one Ad Account can be integrated at a time with Engage+

 

  1. Enter  the Ad Account Id to be integrated and also give a user-friendly name  to the account. The Ad Account Id is a Numeric Id that can have 15-17  digits and is available on auser’s business manager account.

 

  1. On  confirmation, a request is sent to the Ad Account to allow Capillary to  manage campaigns, view reports and manage Ad Account. The status of the  account integration is Pending Approval.

 

  1. A  user who has access to the Ad Account has to approve this request on  his Facebook business manager page to grant permission to Engage+. Once  this access is granted, the account integration is completed and the  same is reflected on the settings page.

 


2. Personalization strategy on campaign messages

Personalized  campaigns help orgs target their customers based on their personal  preferences and previous purchase patterns. This release allows  personalization based on products, stores/geo and the schedule of the  campaign message. 

To  enable personalization free trial for an org for Cap users, raise a  ticket to the product team/tech team on JIRA. The free trial is  available on the org Reon_data (across clusters) and Purples (China  cluster).

This feature is available as an optimization strategy while creating a message in a campaign.


The following are the three different types of personalizations supported - product, geo/store and time.

Product personalization

Product  personalization is based on the customer’s product preferences and  purchase history. The content can be set up based on the products  selected. For example, if a product such as ‘dresses’ is selected, the  content could be defined as ‘Hey, we noticed you love our dresses.  Please visit us and check out our latest collection.’ Similarly, other  content can be created for different kinds of products. Product  selection can be singular or multiple for particular content.

Product personalization can be chosen as the type of personalization during content creation.

Users  then choose the exact products and define the content and incentives  for the chosen products. Several products can be chosen for 1 content  and many such contents can be defined.

Store/Geo personalization

Store  or geo personalization is based on the customer’s propensity to shop in  a particular store or location. This is based on the customer’s  purchase history. The content can be set up based on the stores  selected. For example, if a store in Bangalore is selected, the content  could be defined as ‘Hey, dear customer! Please visit us and check out  our latest collection in our Bangalore stores.’ Similarly, other content  can be created for other city stores. Store selection can be singular  or multiple for particular content. Selection can also be made at a  zone/sub-zone level based on the brand’s data set up.

Store/geo personalization is chosen as the type of personalization during content creation.

Users  then choose the exact stores/regions/zones and define the content and  incentives for the chosen stores. Several locations can be chosen for 1  content and many such contents can be defined. During store personalization, it is required to also define a default content, so  that if the campaign’s audience does not fall in the selected stores,  they receive the default message.

Product and store personalization

A  combination of store and product personalization is also allowed on  Engage+. Content can be set up and associated with a particular set of  stores and a particular set of products. Multiple such contents can be  set up within a message. The selection of both stores and product  personalization should be the first step by the user during content  creation.

Post this selection, the contents can be created and multiple stores/products can be associated with each content and incentive.

Time personalization

A  message can be targeted to a customer based on when the user prefers to  shop. Weekend shoppers can be targeted on Fridays and weekday shoppers  can be targeted in the middle of the week. Users can enable time  personalization only for the Specific Date schedule type. The system  auto-selects the duration of the message as 7 days once time  personalization is enabled. This will send out the message in 4 time  slots per day, across 7 days, based on the specific customer’s previous  purchase pattern.

Users  can modify this duration from 1 to 7 days. If a user chooses 1 day,  then the message would go out on the basis of the customer being a  morning or evening shopper/consumer. In the sample screenshot below, the  user has set up 4 days as he only wants to target customers from Friday  to Monday.

Personalization message summary and reporting

Users  can see the message details on the message summary page after sending  for approval. Here, the product/store wise content is shown along with  the audience count per content/incentive. The selected products/stores  per content can also be viewed.

If  time personalization is enabled, then the time-wise split of the  message contents can also be seen on the message summary page time  graph. The selected date and time duration are also available on the  summary page.

The  performance statistics of the overall message are available after the  message goes out, both on the summary page and on Insights+. Currently,  the reporting would continue at the message level, but we plan to  introduce content level reporting for personalized messages in the  upcoming quarter.

  • How to enable personalization?

Personalization  can be enabled for our clients as an optimization strategy on Engage+  campaigns. Clients interested in this feature can raise a request with  the account managers/CS team. The CS team can then raise an internal  request to the product team as a ticket.

  • Future scope

Customers  can be targeted better if the promotions/coupons they receive are  customized to their preference. We plan to release offer based  personalisation as an upcoming feature. We also plan to release gender  and language based personalisation options. As mentioned above,  currently the reporting would continue at the message level, but we plan  to introduce content level reporting for personalised messages in an  upcoming release.





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