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?
CRM Ads supports different kinds of audiences:
- Automation Center audiences
- Segment audiences
- Lookalike audiences
Automation Center Audiences
These start empty and can only be filled by contacts who arrive at a certain point in an Automation Center program. When a contact reaches the CRM Ads - add to audience node, they are sent to the network in real time and, if they match a user profile, that profile is added to the audience.
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 CRM Ads - remove from audience node.
Here you can watch a short video on how to use Automation Center audiences:
Summary: Automation Audiences enable orchestrated, multi-channel campaigns (e.g. email, followed by an ad) and recurring or event-based campaigns.
These are based directly on an Emarsys segment you create. The network will fill the audience with every user profile that matches one of the email addresses in your segment.
The synchronization of these audiences with their source segments depends on their usage in your ad campaigns.
- If the audience is used by an active campaign and active ad-set/ad-group, it will be updated on a daily basis.
- If the audience has not been used by an active campaign and active ad-set/ad-group for more than a week, it will be automatically switched to weekly sync interval.
- If the audience has not been used by an active campaign and active ad-set/ad-group for more than a month, it will be automatically switched to monthly sync interval.
- If the audience has not been used by an active campaign and active ad-set/ad-group for more than three months, it will be automatically archived.
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:
Summary: Segment Audiences are a great way to make sure that you are reaching the right people with the right message, just like with email.
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.
There is an option for Facebook Lookalike audiences to target people based on similarity or reach. Both similarity and reach are for acquisition. The only difference is that reach uses slightly looser criteria to bring a bigger audience - perhaps 5% or 10% from the entire country population - whereas the similarity brings only the top 1%.
For example, if you optimize for similarity in the US you will get around 2M contacts because there are around 200M Facebook users there.
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.