Audience criteria
Each of the advertising platforms available has different criteria used to match contacts and some have the ability to match more data points than others. For example, Facebook (and Instagram) use the attributes email address, phone number, mobile advertiser ID, and Facebook App User ID, whereas LinkedIn uses solely the contact’s email address.
Naturally, the better your match rate, the bigger cambodia phone number list your audience size and the more effective your campaign could be. Knowing your match rate upfront is key to having a sound social ads strategy.
Table showing Marketing Cloud data types used on social media
Image: Salesforce
As you can see above, platforms also have minimum match sizes and this is largely for privacy reasons. If a user has provided a different email address to Pardot than they use for their social account login, they will not be matched.
How to connect Pardot and Ad Studio
Requirements
Connecting Pardot and Ad Studio involves tasks in Salesforce, Pardot, and Marketing Cloud. Unfortunately, it’s not a simple ‘plug and play’ solution and may require a Salesforce Partner, especially if you’re less than advanced in the platform.
Happy to go it alone? In order to make the changes, you’ll need to meet the following requirements:
Permission to view, add, and edit campaign objects in Salesforce.
Marketing user permissions in Pardot.
A verified Salesforce-Pardot connector.
Access to Advertising Studio or full access to Marketing Cloud.
Marketing Cloud Connect enabled.
A Marketing Cloud File Transfer Protocol (FTP) account and be an FTP user.
A third-party social account connected for advertising.
If you don’t meet all of these requirements, you may need to work with other Salesforce admins and Pardot/Marketing Cloud users to complete all of the following tasks. We recommend you complete the tasks in order because those within Salesforce and Pardot must be done before you’ll be able to finalise the setup in Marketing Cloud.
Salesforce tasks
Create a Salesforce campaign
Create a new Salesforce campaign by going to the ‘Campaigns’ tab and hitting ‘New’.
Select a record type and hit ‘Next’ to name your campaign.
Set the status to ‘In Progress’ and make the type ‘Social Media’. Leave the dates blank.
Choose ‘Active’ and hit ‘Save’.
Now you’ve created a Salesforce campaign, the next step is to build a Salesforce report.
Build a Salesforce report
On the ‘Reports’ tab select ‘New Report’.
Choose ‘Campaign with Campaign Members’ for the report type and hit continue.
Click the edit pencil icon to rename the report.
On the Outline tab, select ‘Email’ as a column for your report.
Add any other columns that are relevant i.e. any points you want to match for targeting.
Select the ‘Filters’ tab and apply these filters:
Show me: My active campaigns
Campaign Name equals the name of the campaign you created in the previous section.
Add any other relevant filters. Salesforce recommends you apply a date filter such as Member Status Update Date to limit the report to campaign members from a specific time frame.
Click ‘Save & Run’.
Now, for the Pardot tasks.
Pardot tasks
At this point, you need to decide how Pardot prospects are synced to the campaign you created in Salesforce. It’s possible to add prospects to Salesforce campaigns via:
Completion actions
Segmentation rules
Automation rules
Page actions
Engagement Studio program actions
The method you choose will be dependent on your Pardot setup.
Let’s say you want to include all new subscribers in your LinkedIn advertising campaign. When a user successfully subscribes by submitting a form, the Automation Rule ‘Prospect custom field’ is ‘Single opt-in’ is used, with the ‘Action’ to add to your chosen CRM campaign as ‘Active’.