With SendGrid Ads, you can use your Marketing Campaigns contacts and data to create targeted display ad campaigns on Facebook, Instagram, and Google Display Ads.

Display ads allow you to dramatically increase the reach of your marketing campaigns and reinforce your messages to your recipients. By leveraging your email activity data, you can easily create display ad campaigns to find new users for your business.

One of the most powerful use cases for SendGrid Ads is to create a lookalike audience based on your best customers. For instance, you could create a new lookalike audience, that are similar to recipients who open your newsletters.

This post will walk you through how to create that lookalike audience and then show your display ads to those people.

Step 1: Create an account with SendGrid Ads

In order to get started, you’ll first need to sign up for the SendGrid Ads beta. In order to use SendGrid Ads, you’ll also need to have a SendGrid account. Visit our Pricing page to find the email plan that’s right for you.

Step 2: Create a display ads campaign

Once you have access to the SendGrid Ads beta, navigate to the Create a Campaign button.

Step 3: Start creating your new audience

You can create a variety of different lookalike audiences. For this campaign, select Email Activity Lookalikes. This will allow you to create a lookalike audience based on people that have engaged with a past email campaign in some way.

Step 4: Determine the details of your display ad campaign

You’ll need to determine a few other details about your campaign, including:

  • A name for your new campaign.
  • The ad channels where you’d like this campaign to run.
  • When you’d like this campaign to run.
  • Which email campaign you’d like to base your targeting on from Marketing Campaigns. You can select more than one.
  • Which recipients you’d like to target. You can choose one of these options:
    • People who “Received” the email campaign
    • People who “Opened” the email campaign
    • People who “Clicked” the email campaign
    • People who “Opened but didn’t click” the email campaign
    • People who “Received but didn’t click” the email campaign

Step 4: Create the ad itself

Now that you’ve figured out what this audience will look like and how long the ads will run, you can begin creating the ad that they’ll actually see. You may need to work with your creative department to develop the images that you think will resonate with your new audience. In addition to building the ad, you’ll need to set the budget for the ad.

Step 5: Submit your campaign

With your budget, content, and image set, you can then review your final display ad campaign and submit it!

With your display ad campaign submitted, your ad will begin to appear in front of people that share similar attributes with your recipients that opened your most recent email campaign. This means that your ad will have a higher likelihood of being noticed and clicked on than if you were to display it to a random group of people.

To learn more about display ads, check out our blog post What are Display Ads, and How Can They Help You in 2019?



Ben Blackmer
Ben Blackmer is the Senior Product Marketing Manager on SendGrid Ads. Ben started out working for digital advertising agencies in Chicago, IL and Durham, NC before founding Are You A Human, an advertising technology firm focused on human verification online. He has run advertising programs for companies like Macy’s, Kellogg’s, and Qwest Communications. Ben holds degrees in Economics from NYU and an MBA from the University of Michigan.