Intro
Employing data insights towards campaigns is a natural path of PPM usage. Often, converting product strategies to campaign objectives is a 1:1 process as the use cases have similar practicality.
Note that edits or changes to a segment or product set used in an active campaign will confer edits or changes to that campaign.
Save the Segment
Before applying to either Meta or Google campaigns, first save the filtration settings you have in Product Insights as a segment.
In Product Insights, save the segment you want to use for execution
Wait a few minutes for the segment to appear in Segments Dashboard
Your segment is now ready to apply for Meta or Google campaigns
Meta Campaigns
Follow the steps below to apply segments as product sets in Meta campaigns.
Navigate to Meta > Product Sets
Choose the catalogue you want to apply this segment to
Click "Create Filter"
Select "Segments" in the first filter
Choose the condition "is" if you want to promote this segment (e.g. good product segments like Bestsellers)
Choose the condition "is not" if you want to exclude this segment (e.g. bad product segments like Poor Performers)
Enter the name of your segment
Click the ✅ green check mark icon
Further specify with any combination of segment filters, or even with other metrics (e.g. exclusion of "out of stock" products)
Once you have a final product set definition, click Create product Set and choose the name of the product set
Navigate to Meta > Create Campaign to set up your new campaign
Choose a promoted Product Set; for Manual Dynamic Campaign (DABA) on Ad Set Level, for ASC on Ad Level
Google Campaigns
Follow the steps below to apply segments as product groups in Google campaigns.
To create a Product Filter, navigate to Settings > Google Settings > Product Sources tab > select a Product Source > click "Manage" then under the Product Filters tab, click "+New Product Filter"
Apply the filtering criteria based on your desired performance metrics and the associated source (Google Analytics, Shopping Insights, Meta Metrics, Custom Data Source, etc). You can create up to 1,000 filters under one Custom Label.
Click the "Continue" button
Now Navigate to Google > Create Campaign
Input your entries for the Product Source settings
In the Product Filter settings, select your desired predefined Product Filter
You can only use a Product Filter in one campaign. Used filters are marked as "Already used". If there is no filter available, proceed to Google settings and create a new filter based on your campaign needs.
Finish by entering the Campaign Settings
Check Segment Performance
For historical analysis, use Segments Dashboard to review your segment performance.
For real-time analysis, use Product Insights to monitor your segment performance.
Congratulations, you have finished onboarding into ROIH!
Next up, you may be interested in advanced topics such as custom data integration or product strategies for scaling profitably.
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