Set Up Advertising Studio

Learning Objectives

After completing this unit, you’ll be able to:

  • Navigate Advertising Studio and describe its capabilities.
  • Complete steps to configure Advertising Studio.
  • Follow best practices for a successful implementation.

Get to Know Advertising Studio

Advertising Studio helps companies coordinate campaigns across social, mobile, sales, and customer service. Watch this video for a refresher on Advertising Studio capabilities.

Marketing Cloud Account Configuration

Meet Linda Rosenberg. She is the Marketing Cloud admin for the shoe retailer, Cloud Kicks. 

Linda seated at a table on her laptop presenting an Advertising Studio presentation

Cloud Kicks is excited about using Advertising Studio, and Linda has been asked to lead the implementation project. Linda’s first step is to confirm who in her company, as well as any vendors, should have access to Advertising Studio. She came up with the following list.

  • Linda Rosenberg, Marketing Cloud admin
  • Elliott Jones, Advertising Manager
  • Joe Schmitt, agency partner
  • Todd Moore, Graphic Designer

Next, she reviews what level of access they need. 

Marketing Cloud (MC) Account Users: Roles & Permissions Chart

Actions MC Admin/
Admin
MC Channel Manager/
Channel Manager
MC Viewer MC Content Editor/
Publisher
Add Users X ⦿ ⦿
Add Social Accounts X ⦿ ⦿
Add Ad Accounts X ⦿ ⦿
Create, Edit, and Publish Audiences ⦿ ⦿
Create Lookalikes ⦿ ⦿
Refresh Existing Audiences ⦿ ⦿
Modify Refresh Schedules ⦿ ⦿
Delete Existing Audiences X ⦿ ⦿
View Dashboard & Audience Details ⦿ ⦿
Add or Modify Email Notifications ⦿ ⦿

✓ Permission granted   X Permission denied  ⦿ Permission not granted or denied

Note

Note

An explicitly denied permission overrides all other permissions. When not provided, MC defaults to deny that permission.

Based on what she knows about her team’s responsibilities, Linda documents the changes to be made in Marketing Cloud.

Name Title MC Account? Needed Role Changes Needed
Linda Rosenberg Salesforce Admin Yes MC Admin No changes.
Elliott Jones Advertising Manager Yes MC Admin Change role from Viewer to MC Admin.
Joe Schmitt Advertising Executive No MC Channel Manager Create a new user and select the needed role.
Todd Moore Graphic Designer Yes MC Content Editor/
Publisher
The role is correct. Grant permissions for  Advertising Studio.

She navigates to Setup and Administration: Users. Next, Linda either checks her colleague’s access by clicking Manage Roles or she Creates a new user. Linda can then Edit Roles or Edit Permissions based on the changes needed. She updates Elliott’s role from Marketing Cloud Viewer to MC Admin.

Edit Roles within Account administration

Since Elliott is responsible for the advertising accounts within Marketing Cloud, Linda also checks that he is enabled as an API User

Elliott Jones API User selected

Now that she has reviewed roles and permissions, Linda confirms she has the following Advertising Studio features enabled.

  • Advertising Audiences
  • Lead Capture

Advertising Studio options: Audiences and Lead Capture

Note

Note

If you don’t see Lead Capture, visit the AppExchange to download it for Marketing Cloud. If using Sales Cloud or Pardot, Lead Capture needs to be installed by your organization's Salesforce Administrator from the AppExchange. Learn more about configuration steps in this knowledge article guide

Since Cloud Kicks has Journey Builder, Linda also checks to make sure she has access to the Advertising options Ad Audience and Ad Campaign within the Journeys Dashboard. 

Journey Builder Advertising options: Audience and Campaign

Advertising Account Set Up

Cloud Kicks has existing advertising accounts established, but in case you don’t, refer to the chart for information for creating each social media account type.

Platform Tips
Facebook

  • Includes Facebook Desktop and Mobile Newsfeeds, Instagram, and Facebook Audience Network.
  • The user must have Facebook Admin account access to authorize accounts and send audiences between Marketing Cloud and Facebook.
  • By default, the system uses the Account ID when the Facebook Ad Account is created. If necessary, change the Business Name and Account Name to something more descriptive.
Twitter

  • Includes Twitter Feed and Twitter Publisher Network (TPN).
  • The user must have Twitter Account Admin access to authorize accounts and send audiences.
Google

  • Includes GDN, Google search, YouTube, Google Shopping, and Gmail.
  • The user needs either Google’s Standard or Admin access to authorize ad account and send audiences.
  • Accounts with Read Only access will be authorized but created audiences will error.
  • Does not include DV360.
LinkedIn


  • Includes LinkedIn Feed.
  • The user needs to have a LinkedIn’s Account Manager access to authorize accounts and send audiences.
  • Authentication needs to be refreshed every 60 days.
Pinterest

  • Includes Promoted Pins.
  • The user needs Pinterest’s Account Manager access to authorize accounts and send audiences.

See a reference to an onboarding partner? An onboarding partner is a company that has a relationship with Salesforce in order to securely match email addresses to customers for targeting through display networks and ad exchanges.

Note

Note

If you have Salesforce Audience Studio or another onboarding partner, visit the help site: enabling an onboarding partner.

Add Ad Accounts

Linda asks Elliott Jones, the Advertising Manager, to connect their accounts within Marketing Cloud. For this task, Elliott reaches out to Joe Schmitt from their advertising agency. He requests admin access to Facebook, Twitter, and Google AdWords. He also reaches out to his social media team to get an account established in Social Studio. Elliott is a bit exhausted from all this coordination, but he’s gathered all the required login details. 

Navigate Advertising Studio

Armed with this information, Elliott navigates to the Advertising Audiences’ Overview tab. 

Advertising Audiences Overview page

He will use the overview page to create new audiences and manage the performance of existing audiences. However, before he can begin creating audiences, accounts need to be configured. Elliott navigates to the Administration tab to begin adding accounts.

Ad Accounts under Administration

Elliott logs out of his personal Twitter account and then clicks the Twitter icon within Administration to log in and follow on-screen prompts. He enters his username and password and then authorizes the Salesforce Advertising Studio application.  Twitter Account Configuration

Once completed, he repeats the process for each account he wants to connect. 

Note

Note

It’s a good idea to log out of all personal or work accounts before you begin configuring in order to prevent accidental authorization of incorrect accounts.  

Data Is Boss

Forget royalty, data is truly a marketer’s boss. So while Elliott has been adding accounts, Linda has been reviewing Cloud Kicks’ data with their cross-functional teams. She knows the secret to great marketing and advertising starts with data. Cloud Kicks has some useful audience data already in MC, like a data extension of their top customers, but she is also considering other ways their data can be used. Linda reviews existing data extensions, as well as Salesforce CRM data, Social Studio topic profiles, and existing journeys to determine what audiences might be most receptive to targeted ads. The team narrows down their initial list to five key audiences: top customers, recent purchasers, social media influencers, unengaged email subscribers, and holiday spenders.  

Checklist for Success

With both of their tasks completed, Linda and Elliott meet to review the following checklist to confirm they haven’t missed any steps. 

Graphic of Linda and Elliott reviewing a checklist

  • Confirm Marketing Cloud Features are Enabled
  • Review Advertising User Roles & Permissions
  • Create Advertising Accounts (if not already established)
  • Gather Login Credentials: Ensure you or your agency have login details for the ad accounts with which you want to build audiences.
  • Enable an Onboarding Partner (if using)
  • Connect Your Ad Accounts
  • Review Your Data: Identify what data already resides within the Marketing Cloud and what data needs to be created.
  • Identify your Audiences: Decide who you want to target with advertising.

With all steps completed, Linda is excited that all the hard work is over! Well for the most part. Next, she creates her first audience, in order to start making and not spending the big bucks.

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