The Faraday app supports the optimization of your campaigns in both Google and Facebook by scoring states, counties, or postcodes with predictive models. By scoring these locations, you're able to adjust your campaigns accordingly so that you're never overspending or underspending on Google, and so that you're targeting the right locations on Facebook.
Note: this does not include Smart Bidding campaigns on Google Ads, as Google provides those bids. To learn more about how Faraday can score Smart Bidding campaigns, chat with your CS representative.
Table of Contents
Creating the DIY Location Modifiers destination
Navigate to the destinations console via the navigation bar on the left-hand side.
Click + New destination in the upper left.
Search for "DIY Location Modifiers" as a destination and select it.
Once the destination is selected, click through to Finalize, and finalize the destination setup.
There is no data required in the Setup step for this destination.
Work with the CS team to set up this destination if you haven't already.
Creating a DIY Location Modifiers delivery in Reach
To access Reach, click the Reach icon in the menu panel on the left-hand side of the app.
Once inside the Reach product, select + New delivery in the upper left to open the new delivery prompt on the right.
Search for "DIY Location Modifiers" and select the destination you just created, then click Next to advance.
Select your desired outcome, and click Next.
Note: a model that produces a numeric outcome is required. If you're unsure, chat with your CS representative.
Select your audience criteria:
If no saved Explore segment is selected, a national audience will be used. Doing so and selecting postcodes will cause counties to appear in your output as well since there are more than 10,000 postcodes in the country, and there is a 10,000 number limit on locations that can be used by Google, which the Faraday algorithm accommodates – meaning this impacts Facebook deliveries as well. This happens because the end result must still be a national audience when not constraining any criteria.
Select counties, states, or postcodes. Traditionally, postcodes are used for bid & location modification.
Note: Counties are not accepted in bulk by Facebook and therefore need to be manually uploaded on an individual basis.
Name the delivery, review & check the delivery terms checkbox, then click Create delivery.
Note: check the checkbox for the user who should receive the CSV output.
You're done! You should receive an email that includes a link to the CSV output of the predictive scores, which you can then plug into Facebook or Google to activate.
What do my CSV columns mean?
The Faraday ID for the location in the given row.
The name of the location (State, County, Postcode).
The type of location in the row:
The number of individuals represented in the Faraday Identity Graph (FIG) for that location.
The bid modification value. For example, if the max CPC bid in an account is set at $1, and our driver is pushing a bid modifier of 1.39 for a certain location, it means the final bid for that location will be $1*1.39=$1.39 (+39%).
Activating on your predictive scores
Click here for instructions on how to plug your scored locations into Facebook.
Click here for instructions on how to plug your scored locations into Google.