Paid Social

The Paid Social node lets you add or remove contacts from an audience in Google Ads or Facebook Ads. This means you can manage who sees your ads, like people who clicked an email, visited your site, or almost made a purchase without manually uploading anything.

To begin, drag and drop the Paid Social node into your campaign flow. Then, double-click on the node to open the configuration screen. Here, you'll be asked to select a Remote Target. You’ll see two options: Google Customer Match and Facebook Custom Audience. Choosing one of these determines where your audience data will be sent.

​​If you select Google Customer Match, clicking the Next button will take you to a screen titled Google Audience. On this screen, you can either create a new audience or choose from existing ones. To create a new Google audience, click the "New Audience" button. You'll then be asked to fill in the Name and Description of your audience. Next, select the Type of audience data you'd like to send, either contact or mobile.

Below that, you'll also choose the Action Type. You can either select Add to add users to the audience or Remove to delete them from it. These actions help control how your audience list evolves on the Google Ads side. If you don’t want to create a new audience, you can simply select one from the existing list shown on the screen. Each entry includes a name, description, and user list type for easier identification. Once selected, click Next to proceed.

After configuring the audience, you'll be taken to a summary screen. This screen lets you review everything you've selected so far. If everything looks good, click Save to complete the setup. The node will then be ready to send contact data to your chosen Google audience.

You’re running a summer promotion and want to reach users who clicked on your campaign email. To do this, you use the Paid Social node to send their email addresses to Google Customer Match. You create a new audience called PromoClickers_Summer2025, select “contact” as the data type, and choose the “Add” action. This way, those users will start seeing your summer sale ads across Google platforms shortly after engaging with your email.

The steps for Facebook Custom Audience are very similar. After choosing Facebook as your remote target, you'll either create a new audience or select an existing one. Just like with Google, you’ll define whether you want to add or remove users from that audience. After reviewing the summary, save your settings to activate the connection.

You want to avoid showing ads to users who already completed a purchase during your campaign. To manage this, you use the Paid Social node to send their data to Facebook Custom Audience with the action set to “Remove.” You select your existing audience called GeneralCampaignAudience so that these converted users are automatically excluded from future ad delivery. This helps prevent redundancy and ensures your ads reach only potential new customers.

Using the Paid Social node in this way lets you automate audience updates, eliminate manual exports, and ensure that your paid social campaigns are always reaching the right people.