Did you know that you can seamlessly connect Pardot (Marketing Cloud Account Engagement) and Advertising Studio, enabling the inclusion of prospects in your campaigns? Connect Pardot and Salesforce Advertising Studio
Advertising Studio is now called Marketing Cloud Advertising. During this transition, you may see references to Advertising Studio.
Marketing Cloud’s Advertising Studio is a robust tool that integrates with online advertising channels, allowing you to run targeted ad campaigns for contacts within your database. The possibility of connecting Pardot and Advertising Studio is available, whether you’re utilizing the full Marketing Cloud suite or using Pardot (Account Engagement) and Advertising Studio as standalone products.
Connect Pardot and Salesforce Advertising Studio
Without the connection between Pardot and Advertising Studio, targeting Pardot prospects on digital ad platforms involves a manual process of uploading data. For instance, platforms like Meta Ads Manager (Facebook and Instagram) allow you to import contacts via a .csv file, requiring manual extraction from Pardot, organizing data into a compatible spreadsheet template, and then uploading the list. Manual handling poses risks of data corruption, non-compliance, and potential GDPR breaches, in addition to being time-consuming and tedious.
Advertising Studio simplifies the process by allowing you to connect accounts and create audiences directly within the system. This ensures data safety within the CRM, instant syncing of records. With inclusion of contacts in ad campaigns without manual refreshing. This real-time capability is beneficial for various campaigns, including re-engaging inactive subscribers, extending email marketing reach through advertising coordination, retargeting based on recent behavior, excluding certain contacts from ads, and capturing leads from Facebook Lead Ads into Sales Cloud instantly.
Additionally, you can leverage first-party data to create ‘lookalikes’ for ad campaigns and seamlessly import new leads into Salesforce. Sales team can follow-up, ultimately improving the return on investment for online advertising. As well as configuration of accounts to enable data flow between Pardot, Salesforce, and Ad Studio is all that’s required.
For Enterprise users, there’s the added capability to see and manage campaigns directly from Ad Studio,. By eliminating the need to switch between multiple platforms. Keep in mind that each advertising platform has different criteria for matching contacts. Understanding your match rate upfront is crucial for an effective social ads strategy.
Content updated January 2024.