Choose a Pixl Plus campaign when you're looking for a flexible and powerful campaign that can be run at any point in your marketing funnel. Your target audience can be from your first party data like website visitors and email addresses, and/or from third party data like audiences similar to your existing groups and groups based on demographic or behavioral characteristics.
Pixl Plus fits into every marketing initiative, and is a campaign type you should prepare to use often.
Define your Campaign's Purpose
The first step when you choose a Pixl Plus campaign is to decide what the general purpose of the campaign is meant to be. You'll see a selection like this image:
Build Reach and Awareness
This is a top of funnel audience growth and expansion campaign. When you're first starting a marketing initiative, this is a likely purpose. The campaign will focus on discovering new audience members that may be interested in your message, and your creatives should contain copy that's inviting and low stakes.
Deepen Engagement
This sets the campaign to be a middle of funnel, nurturing type of campaign. You'll be able to select a target audience from your Groups, including people that engaged with your awareness campaigns, and also add to that audience with optional growth efforts by utilizing the campaign's native Lookalike and Affinity-style audiences. You can toggle which creatives are shown to the audience you're nurturing and which are shown to new people, so plan your creatives with those different audiences in mind.
Drive Conversions
This setting will give you similar options to Deepen Engagement. This also allows you to target groups and third party audiences. However, because the purpose of this campaign is to drive conversions, you'll want to tailor your creatives to that end with higher stakes messaging.
Audience
First party data in a Pixl Plus campaign includes all person records with your Community, including people who have visited your website, engaged with ads, and people with email addresses that you've imported manually or through an integration. This is the most comprehensive campaign that utilizes first party data within Feathr, and you should prioritize choosing this campaign for all of your nurturing and activation initiatives.
Import as many of your audience members as possible before running a Pixl Plus campaign. Check out this article for help with importing.
Build Groups of the audience members you want to reach with your campaign. Check out this article for help building Groups.
Pixl Plus can also offer the option to utilize 3rd party data through other features:
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Lookalike targeting. When you select a Group of your first party audience members during campaign setup, Pixl Plus will offer you the option to add new people to your target audience that share demographic and behavioral characteristics with the people in your Group. Use the audience size slider to determine how many new people you want to get in front of, keeping in mind that increasing your total audience size will increase the recommended budget.
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Affinity Filtering. When you select the campaign purpose of Building Reach and Awareness, you will also have the ability to select third party audiences from prepared groups of people based on Interests.
Select your category and then your specific interest. Consider running multiple campaigns if you want to choose groups with disparate interests. Your campaign reports will then be more granular and allow you to see how each group is responding to your messaging.
Campaign Optimization and Budget
In the Optimize step of a retargeting campaign, Feathr offers the option to allow the campaign to select optimal bid and exposure settings, or override the optimization and manually select those settings.
For the vast majority of campaigns, selecting the auto-optimize option will deliver the best results.
If you choose to manually select bid and exposure settings, here is the information you need to know:
The frequency cap is the maximum number of times the campaign may show ads to the same person within the frequency period. You may select from the dropdown options or enter a custom value.
The base bid is the minimum the campaign will bid on CPM (cost per 1000 impressions). You may select from the dropdown options or enter a custom value. A campaign's bid range is from the base bid to 3x the base bid. For example, if you choose a $10 base bid, the campaign will bid between $10 and $30, and you can expect your CPM to be between those numbers.
The frequency period is the length of time after the campaign displays the cap of ads to an individual before the cap is reset. For example, with 9 impression frequency cap and an 8-hour frequency period, after any given individual sees 9 ads, the campaign will wait 8 hours before showing the same person more ads.
Omni targeting allows the campaign to serve ads to the same individual across multiple devices, for example their phone, tablet, and personal computer. It is recommended to leave this enabled unless you do not want to risk your campaign being seen by more than one person in a single household. Read more here.
Campaign Length
Pixl Plus campaigns can be run at any point in the funnel, serving as either expansion, nurturing, or activation type campaigns. Due to this flexibility, recommended campaign lengths differ depending on the purpose of the campaign.
Expansion/Growth: Give yourself a healthy runway. A monthlong campaign designed to serve a few impressions to as many people as possible will help to provide an audience not just for the campaigns remaining within this funnel, but all future campaigns you run, regardless of the initiative. By investing in expansion campaigns you are feeding the engine of your nurturing and activation campaigns. If you don't, you risk showing ads to the same people over and over again, we that's a losing strategy in the long run.
Nurturing: Another month long nurturing campaign will help prepare your audience for eventual activation. You want to serve many impressions to your warmest audience members, as well as continue on with expansion efforts if you're able. Keeping yourself top of mind for some time allows your eventual ask to be more powerful.
Activation: Two weeks to a month of stronger messaging to drive conversions can help you see results. Many of the audience members seeing this set of ads have already been engaged by your messaging in the previous campaigns.