Marketing Cloud Advertising

Studio Implementation Guide

Salesforce, Summer ’22

@salesforcedocs
Last updated: June 30, 2022
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CONTENTS

Advertising Studio Implementation Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Advertising Audiences Roles and Permissions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Add or Remove an Onboarding Partner . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Set Up Advertising Studio . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
ADVERTISING STUDIO IMPLEMENTATION GUIDE

You can use Advertising Studio to coordinate campaigns with social, mobile, sales, and customer service efforts. Marketing Cloud
Advertising Studio helps you enhance your email marketing goals with advertising. Use YouTube, Instagram, Google Ads, or Social Studio
to engage with existing customers. Find new prospects with lookalikes, and re-engage inactive users within the customer journey across
digital advertising.
Use Advertising Audiences in Advertising Studio to activate your CRM data for targeting. Advertising Audiences also integrates with
major CRM onboarding partners, so you can connect your data with your entire DMP and DSP ecosystem.
Journey Builder Ads integrates advertising campaigns into your overall customer journey.
Lead Capture connects your Facebook advertising leads to your Marketing Cloud data in real time.

Who This Guide Is For

This guide is for Marketing Cloud admins, partners, and developers to implement Advertising Studio including Audiences, Lead Capture
and Journey Builder Advertising.

Before You Start

Advertising Audiences Prerequisites:
• A provisioned Advertising Studio license.
• Data and data sources that already exist in the Marketing Cloud.
• Marketing Cloud users with access and required Advertising Audiences roles & permissions.
• Created Advertising accounts (Facebook, Twitter, etc.).

Note: External advertising accounts need to be authorized by a Marketing Cloud Admin with API enabled. Accounts also need
to have the following permissions: Facebook - Admin; Google - Standard or AdminTwitter - Admin or Ad Manager
Journey Builder Ads Prerequisites:
• Journey Builder access and an Advertising Studio license.
• Data extensions enabled in Marketing Cloud.
• Authorized Facebook account in Advertising Audiences.
Lead Capture Prerequisites:

Note: An Advertising Studio license is not required for Lead Capture. After November 21, 2018 and if you are a new Marketing
Cloud customer, you can install Lead Capture via AppExchange. Existing customers continue to use Lead Capture within Advertising
Studio.
• Facebook account credentials with page level Admin access to be able to create a Lead Capture task.
• Data extensions enabled in Marketing Cloud.
• An existing Facebook lead advertising form.

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Advertising Studio Implementation Guide Advertising Audiences Roles and Permissions

Advertising Audiences Roles and Permissions

Learn how user roles determine permissions within Advertising Studio’s Advertising Audiences feature.
• Marketing Cloud Administrator: This role is consistent with the Marketing Cloud Admin role.
• Marketing Cloud Channel Manager: This role is focused on day-to-day functionality and consistent with the Marketing Cloud Channel
Manager role.

Permissions Chart
Action Administrator Channel Manager
Add Users Yes No

Add Social Accounts Yes No

Add Ad Accounts Yes No

Create, Edit, and Publish Audiences Yes Yes

Create Lookalikes Yes Yes

Refresh Existing Audiences Yes Yes

Modify Refresh Schedules Yes Yes

Delete Existing Audiences Yes No

View Dashboard and Audience Details Yes Yes

Add or Modify Email Notifications Yes Yes

Add or Remove an Onboarding Partner

Once an onboarding partner has been enabled for your account via a support case, follow the instructions to add or delete onboarding
partners from Advertising Audiences Administration tab.

Note: An active account with the Onboarding Partner and the email address of your account manager at the onboarding partner
are required before you begin. Contact your account executive if you need assistance.

To Add an Onboarding Partner:

1. Click the onboarding partner's logo. A unique partner key for your MID account number is generated in the Marketing Cloud.
2. Click Accept.

Note: Some data could be sent to, saved, and processed by a third party when you enable this integration. Third-party privacy
and security protections for such data could differ. Salesforce is not responsible for the privacy and security of data shared with
third parties resulting from your decision to enable this integration.

3. Click Copy Key and Message. Text for an email message with the key is copied to the clipboard.
4. Open a blank email and paste the copied text from the clipboard into the body of the email.

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Advertising Studio Implementation Guide To Remove an Onboarding Partner:

5. Send the email to your account manager at the onboarding partner.

Once the onboarding partner confirms that they have connected with Advertising Studio, you can begin creating audiences linked to
onboarding partners.

To Remove an Onboarding Partner:

Once an onboarding partner has been enabled for your account via a support case, follow the instructions to add or delete onboarding
partners from Advertising Audiences Administration tab.

Note: Audiences created through the Onboarding Partner will return an error upon the next audience refresh. Contact your
Account Executive if you need assistance.

Set Up Advertising Studio

In this section we will review the implementation steps needed to create Audiences, to begin using Journey Builder Ads, and to configure
Lead Capture.

Advertising Audiences in Advertising Studio

With Advertising Audiences you can use Marketing Cloud data to target your digital advertising campaigns across various platforms.
These platforms include Facebook, Instagram, Google Ads, LinkedIn, Twitter, Pinterest, and Snapchat. You can also use partner networks,
such as Audience Studio, LiveRamp, LiveIntent, Viant, and Neustar.
The most prevalent use cases are:
• Growing subscriber bases by creating lookalikes of existing customers
• Suppressing existing customers for acquisition campaigns
• Re-engaging unengaged email subscribers
• Reaching existing customers with targeted and specific messaging
You can create lookalike audiences and identify audience segments within your email and mobile contacts data. You can also configure
audiences to refresh automatically.
If you discontinue your Ad Studio license, you must stop using all audiences and authorized accounts.

Create an Audience in Advertising Studio

You can create an audience in Marketing Cloud Advertising Studio for Facebook, Instagram, Google Ads, LinkedIn, Twitter, Pinterest, and
Snapchat ad accounts.

Tip: Check the Population Stats panel in the Overview tab to verify that you haven’t reached your maximum number of available
audiences. If all audiences are in use, delete an audience you no longer need or contact your account executive to purchase more.
1. Click Create Audience.
2. Enter a name and optionally a description.

Note: Name is a required value. It uniquely identifies this audience in the application and social ad accounts.

Note: Name is the unique identifier for this audience in the application and social ad accounts.

3. If applicable, select an onboarding partner.

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Advertising Studio Implementation Guide Configure an Audience from a Data Extension

4. Choose the destination ad network.

5. Select an ad account.

Note: To create a Facebook audience, accept the Facebook Terms of Service.

6. Return to the Overview screen.

7. To select a configuration option for the new audience, click Configure or click Save & Close.
8. To get a stable audience count, allow 24–48 hours.

Additional Resources:

Configure an Audience from a Data Extension

Use attributes in a data extension to configure an audience in Advertising Studio.

Note: You can use Data Extensions with Field Level Encryption to create audiences within Advertising Audiences.

1. Select to configure a new or existing audience.

2. Choose Data Extension.
3. Locate the data sources.
4. Click Select.
5. Choose an attribute from the selected data extension. You can change attributes before saving or activating the audience.

Note: If No attributes found appears, select a different source with the desired attribute or delete the attribute by clicking
the trashcan icon.

6. If needed, add a second attribute.

7. Save, exit, or activate the audience.

Create a Lookalike Audience

Create a lookalike audience in Advertising Studio. Use a lookalike audience to reach new customers with attributes, such as demographics
or interests, similar to existing customers. You can optimize lookalike audiences for reach top 5% of users that match or similarity top
1% of users that match.

Note: The source audience must contain at least 100 members. For more information, see Facebook Lookalike Audiences.

Create a lookalike audience based on an existing Facebook audience and optimize the lookalike for greater reach or similarity to the
Facebook audience.

Note: This feature is only available for Facebook audiences created within Advertising Audiences.

1. Select the Facebook audience from the list of created audiences.

2. Click Add next to Lookalike Audiences.
3. Enter a name for the lookalike audience.
4. Choose either Reach or Similarity in Optimize for.
5. Select the country to target.

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Advertising Studio Implementation Guide Configure Notifications

6. Click Done.
Click Add another lookalike audience and repeat steps 1 through 6 to create more lookalike audiences.

Configure Notifications
To send a notification email from Advertising Studio when an audience upload or refresh is complete or when errors or other events
occur, enable and configure notification settings.
For an Audience in active status:
1. Select the audience from the list of active or draft audiences.
2. Click Change in the Notification Settings.
3. Select a notification.
4. Enter at least one email address. To send notifications to multiple addresses, enter each email address in the designated field separated
by commas.
5. Click Done.
6. Click Save, Save and Exit, or Activate.

Refresh an Audience
Configure refresh for an Advertising Studio audience.
The Audience Refresh section displays the audience refresh schedule. The refresh schedule depends on the refresh option selected
including an audience set to activate and refresh immediately.
1. First, choose a specific audience.
1. Open Advertising Audiences.
2. Select an audience name for an audience not currently under draft.
To delete the audience, click Delete.

Note: Only an Administrator can delete an audience. That same audience gets removed or set to inactive simultaneously for
Facebook, Google, and Twitter. If the audience is active, any gathered matching and refresh data are lost.

3. To refresh the audience manually, follow these steps.

a. Click Refresh Now.
b. Click Activate.

4. To configure an automated audience refresh, follow these steps.

a. Click Change.
b. Select Schedule Refreshes.
c. Set the frequency of refreshes including the time of day you want the refresh to occur.
d. Click Done.
e. Click Activate.

Note: Once the audience is created it is then hashed using SHA-256 and sent to the destination network via the already
established API connection.

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Advertising Studio Implementation Guide Journey Builder Advertising

Journey Builder Advertising

Create ad audiences in Journey Builder for Facebook, Google Ads, LinkedIn, Twitter, or Pinterest. Create campaigns directly in Journey
Builder, specifically for Facebook. To use this feature, Advertising Studio and Journey Builder must be enabled in your Marketing Cloud
account.
With Journey Builder Advertising, you can build cross-channel journeys that combine email, mobile, and Facebook advertising. Use the
Ad Campaigns activity to increase the reach of your email campaigns.

Link Advertising Campaigns to Journey Builder

Follow these steps to use Advertising Campaigns in Journey Builder.
To link an advertising campaign to Journey Builder:
• Authorize a Facebook account in Advertising Audiences.
• Accept the Facebook Custom Audience Terms of Service.
The first time you link a campaign, Advertising Studio verifies that it is linked to a Journey Builder account and that there is at least one
Facebook account authorized in Advertising Audiences.

Note: Re-targeting: You can allow contacts to traverse your journey only once, many times, or once at any one time. This setting
can be managed in Journey Builder > Settings > Contact Entry. This feature manages whether a contact can enter a journey.
Campaign activity in Journey Builder will only apply the contact to the Advertising Audience when it is consumed for the first time.
The only way to remove a contact from an audience is to set the contact retention period.

Note: Contact Retention: Customers that exit journeys are not removed from the associated Advertising Audience. The contacts
matched in this audience will observe advertisements until the completion of the campaign or when it’s retention period has
expired. You can manage the length of a contact’s advertising exposure by setting the Retention Period in the campaign activity
in the Journey Builder configuration view to Days contacts will be retained, and entering 1 day or more.

Create a Journey Builder Advertising Audience

Follow these steps to create an Advertising Audience in Journey Builder to use in a Journey Builder Advertising campaign.

Note: Journey Builder Audiences does not support field-level encryption.

This feature uses an email address to match audience contacts. The audience refreshes daily.
1. Drag the Ad Campaign activity onto the Journey Builder canvas.
2. Click Configure.
3. Enter an audience name.
4. Enter a description for the audience, as necessary.
5. Select the ad account to use.

Note: Only accounts authorized for Advertising Audiences and Advertising Campaigns are available.

6. Select a retention period.

7. Click Next.

Note: The audience is created when the activity is saved. Lookalike audiences, refresh settings, and email notifications can
be modified from within Advertising Audiences after this audience is created.

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Advertising Studio Implementation Guide Journey Builder Advertising

Create Content for a Journey Builder Advertising Campaign

Follow these steps to create the content for the ad to use in your Journey Builder Advertising campaign.

Note: Journey Builder Advertising Campaigns does not support field-level encryption.
In Journey Builder, follow these steps.

1. Select the Facebook page to use.

2. Enter the creative name.
3. Enter the ad copy in text.
4. Enter the destination link URL.
5. Enter the display link.
6. Enter the headline.
7. Enter the link description.
8. To add an image to your creative, click Select Image.

Note: To change the image, click Select a Different Image.

9. Select a call to action button to use.

10. Click Next.

Configure a Journey Builder Advertising Campaign

Name your Journey Builder Advertising Campaign and set its budget.

Tip: To optimize your campaign, we recommend a minimum of $100 per day for a minimum audience size of 1000.

1. Enter a campaign name.

2. Enter the total spend.

Ad Studio Supported Currencies

CAD KRW

AUD SGD

USD HKD

GBP IDR

JPY MYR

INR THB

DKK PHP

BRL VND

EUR TWD

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Advertising Studio Implementation Guide Lead Capture

3. Enter the maximum daily budget.

Tip: The actual daily spend typically varies slightly.

4. Click Next.

Review and Launch the Journey Builder Advertising Campaign

Review and save the configurations for your Journey Builder Advertising campaign. From here, you can return to the Journey Builder
canvas and continue your campaign launch.
1. Review the summary.
2. To edit any settings, click Back to return to appropriate step.
3. To complete the configuration, click Done.

Note: To edit the Journey Builder Advertising Campaign before you activate the journey, hover over the activity, and click
Edit.

The Journey Builder canvas reappears. From here, you can activate the journey.

Note: When customers exit a journey, they are removed from any Advertising Audience associated with the campaign after the
number of days you selected. Days contacts will be retained is an option in the Create Audience step. To avoid retargeting
the same customers, do not select the Contacts will not be removed option.

Lead Capture
Lead capture allows Marketing and Sales Cloud customers to connect their Facebook and Instagram lead generation ad campaigns
directly into the Marketing Cloud or Sales Cloud, so leads can be captured in real time, responded to using Marketing Cloud automations
and assigned to a Sales Rep to nurture and close.

Import Facebook or Google Leads into Marketing Cloud

Collect Facebook and Google leads captured in Marketing Cloud with Lead Capture. A lead capture task synchronizes advertising leads
with a Marketing Cloud data extension.

Test Lead Capture Tasks

Use the Facebook Lead Ads Testing Tool to create a test lead in Advertising Studio.

Note: Log into a Facebook account to test your lead ads. Need help? Visit Facebook’s troubleshooting guide.

We recommend that you test a lead capture task and lead nurturing, such as Journey Builder activities, before you run a Facebook Lead
generation ad campaign.
1. Go to https://developers.facebook.com/tools/lead-ads-testing.
2. Select the Facebook page and lead advertising form to use.
3. To customize the lead form inputs, click Preview Form. If not customized, Facebook generates fake inputs for each field in the form.
4. Click Create Lead.
5. Log in to Marketing Cloud.
6. Navigate to Audience Builder, and select Contact Builder.

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Advertising Studio Implementation Guide Advertising Studio Implementation Best Practices

7. Select the Data Extensions tab.

8. To view the lead in a data extension, click Records.

Delete a Lead Capture Task in Advertising Studio

If updates are needed to a lead form, the Lead Capture task first must be deleted
Follow these steps to delete a Facebook or Google Lead Capture task in Marketing Cloud Advertising Studio.
1. Navigate to Lead Capture in Advertising Studio.
2. Click the arrow under Actions next to the task to delete.
3. Select Delete Task.
4. Click Yes, Delete to confirm.

Note: This action prevents the import of future leads. Previously imported leads are preserved.

Advertising Studio Implementation Best Practices

This information helps you understand Advertising Studio and how to best manage your implementation.

Audience Management and Best Practices

Find important information regarding audience managements, including match counts, audience minimums, error handling, and
implementation best practices.

Audience Management
Customers purchase a set number of audiences when they obtain an Advertising Studio license. Here is some information about audience
management.
• Each channel is counted as one audience against the total number purchased.
• A lookalike audience based on a seed audience is counted separately.
• Audiences in a draft or error state do not count against the allotted number of audiences.
• You can find the total number of audiences available to the enterprise and the total number of audiences used among all business
units (MIDs) under that enterprise’s Audience Studio dashboard.

Deleting Audiences
To reduce your audience count, an Admin within Advertising Studio can delete audiences. Deleting an audience from Marketing Cloud
also deletes the audience from the network for Facebook, Google, and Twitter. LinkedIn and Pinterest audiences are deleted from the
Marketing Cloud only.

Tip: To recreate an audience, change the name of the audience to avoid a duplicate name error.

Audience Creation from Data Extensions

Data extensions (DE) are used for creating audiences within Advertising Studio. Here are some tips and recommendations when creating
your DEs.
• To avoid long processing times, limit the number of columns in tables and remove unnecessary data.

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Advertising Studio Implementation Guide Advertising Studio Implementation Best Practices

• Use the appropriate data type and field length, but avoid field lengths that are greater than 100 characters.
• All audience data extensions require an email address field with the email data type, even if it is left blank.
• Add the country code if including a phone number. For example, add +1 for phone numbers originating from the USA.
• Salesforce data extensions are not compatible with Advertising Studio.
• Group and filtered lists are not compatible with Advertising Studio.

Tip: When importing into an audience source data extension, review these import options. They can impact audience processing.

Overwrite Use Overwrite only to change all the data in the data extension.
Overwrite can cause low match count on the destination network
and possibly cause the audience to fail.

Add and Update Use Add and Update when adding new data and updating
existing data

Add Only Use Add Only if you are only adding new data.

Update Only Use Update Only when data is changing in a data extension. This
option does not add any new rows from the source.

Match Counts and Advance Match

A match is made when the destination network recognizes the contact information that was sent in the audience and can confirm a 1:1
match. Facebook Advanced Match is available in Advertising Audiences and in Journey Builder's Ad Audience Activity.
Facebook Advanced Match allows Facebook to make a 1:1 match on an individual in the absence of an individual identifier (email address,
phone number, mobile advertiser ID). Facebook first tries to make a match via a unique identifier. If no match was made, it uses other
data points (such as first and last name, state, birth date) to make the match.
Google Customer Match allows Google platforms to make a match on more identifiers including email address, mobile ID, phone number,
address info (first name, last name, ZIP code, country code), or user ID.

Tip: Always include a unique identifier and as many “soft identifiers” as possible. Audience match rates only increase with more
identifiers.

Note: Match rates sometimes fluctuate based on the data retention rules established on the audience source data extension.

Audience Minimums
Networks have audience minimum requirements to protect user privacy and prevent advertisers from serving ads to a specific individual.
The minimums impact matched users, not the number of contacts uploaded. Review these audience minimums by network:
• Facebook and Instagram - 20
• Pinterest - 100
• LinkedIn - 300
• Twitter - 500
• Google - 1,000

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Advertising Studio Implementation Guide Advertising Studio FAQs

Audience Processing Times

Once an audience is successfully sent from the Marketing Cloud to the destination network, there are unique processing times. Audience
processing times vary but we suggest waiting between 24-48 hours to ensure a stable audience. Once completed and stable, the
audience is available to be used within a media campaign.

Lookalikes
Facebook lookalike audiences can be created in Marketing Cloud to match on either Similarity or Reach.
Similarity: Creates an audience of up to 1% of the US population that looks most like your seed audience. This audience is smaller in size
but more finely tuned or a closer match to your seed audience.
Reach: Creates an audience of up to 10% of the US population that looks like your seed audience. This audience is larger and casts a
wider net, but is not as finely tuned.

Tip: Best practice is to create the lookalike audience after the seed audience is active, not at the same time.

Note: Match rates and audience counts do not display in Ad Studio for lookalikes. Because there is no matching, Facebook creates
the audience, which contains people who look like the people in your seed audience.

Refreshing and Refresh Cadence

Audience refreshing is an important offering of Advertising Studio. It is important that audiences refresh continually once they are live.
This refresh ensures that the right ads are sent to the right individuals and that individuals who engage with a brand are removed from
that audience.

Note: Contact your Account Executive if you see weekly refreshes only as an option. You should see the option to refresh daily
or weekly.

General Error Handling

• Refresh Error: If a live audience is set to refresh and for some reason it fails to, it goes into an error state. If this happens, refresh the
audience yourself. Once active again, it continues to refresh if that was selected.
• Audience Processing Failure: Large files can result in errors during processing. Divide the files into multiple data extensions to get
them to process and successfully make it to the network.

Advertising Studio FAQs

Find answers to frequently asked questions about Advertising Studio features.

Does Advertising Studio Support Field-Level Encryption?

Advertising Studio supports field-level encryption for text and email data types for Advertising Audiences only. Field-level encryption
is not supported for Journey Builder Audiences or Journey Builder Campaigns.

How Do I Configure Onboarding Partners?

Follow the steps to connect onboarding partners. You must have an account with the onboarding partner before it can be added to
your Advertising Audiences account.

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Advertising Studio Implementation Guide Advertising Studio FAQs

Are Email Addresses Shared with Facebook or Other Networks?

No. Email addresses are securely hashed using SHA256 within Marketing Cloud before they are submitted to any network via API.
Facebook has extensively documented privacy and information security practices related to Advertising Audiences. This information is
available on request.

Can I Market to Unsubscribers?

Generally, no. Please check the terms of service of the ad platform, such as Facebook or Google, and comply with any applicable laws.

Are There Limits on the Number of Audiences Created?

Yes. Your Salesforce agreement specifies the number of active audiences you can have at any point in time. When you reach that limit,
delete an existing audience or contact your account representative to purchase more audiences.

Are There Limits on the Size of Audiences?

No. There are no firm limitations on audience size when creating an audience. However, due to extended processing times and the
negative impact on performance, avoid refreshing audiences of more than 20 million contacts. Contact Support if you must refresh an
audience of over 20 million contacts. Alternately, a contact segment over 20 million can be created each time you want to update it.

How Often Can Audiences Be Refreshed?

Audiences can be refreshed daily or weekly, up to 99 weeks.

How Long Before My Audiences Are Available on the Destination Network?

Processing times vary by network, but can be up to 48 hours. Facebook audiences are often available to target within minutes, but can
take a few hours to fully populate. The match rates depicted in Advertising Studio can vary during the first 48 hours while the destination
networks process audience counts.

How Many Ad Accounts Can I Associate with an Audience?

Only one ad account is allowed per audience.

How Do I Sort Audience Names in the Overview Tab Using Non-ASCII Characters?
Advertising Audiences uses the Unicode character set (UTF-8), which respects the Unicode order when sorting.

Why Is the Match Rate Over 100%?

The destination network can take several hours to process a large audience sent from Marketing Cloud. The destination network usually
processes audience additions first, then audience deletions. This process can result in the returned audience count greater than the size
of the original data source. When deletions are processed, the match count is more representative of the data source.
This issue is most often observed in audiences where the data source is volatile or where large numbers of removals occur between
refreshes. If your dataset is large and volatile, the match rate is rarely accurate due to the processing time required on the destination
network.

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Advertising Studio Implementation Guide Advertising Studio FAQs

Does Advertising Studio Send Audiences to Instagram?

Yes. Instagram is part of Facebook, and ads are created and managed through the Facebook advertising account. The audiences sent
to Facebook can be picked up and used as targeting in an Instagram campaign.

What Networks Can Use an Audience Based on Social Studio Topic Profile Data?
Twitter only. Advertising Studio uses Twitter user ID, which is unique to Twitter and not a universal identifier for other networks.

Why Do I Need to Reauthorize an Advertising Account in Marketing Cloud?

Reauthorization is necessary for several reasons.
1. Authorized account user changed their password.
2. Authorized user’s ad account is revoked.
3. Tokens expire.

Why Don’t We Track Audience Performance Metrics in Marketing Cloud?

Based on privacy concerns, networks do not share performance metrics on an individual level. This information is needed to tie back to
performance.

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