Kenshoo matches search engine ad clicks to audiences on Facebook in real-time
Marketers have been provided with a plethora of new channels and platforms to better target their clients. But with the rapid pace of innovation — and the willingness of the marketers to try new things — many of these channels have developed in isolation.
Now the race to amalgamate, or at least coordinate, across the platforms is on in earnest. Yesterday we noted how TubeMogul was working to give marketers an integrated view of television and video advertising. Today, Kenshoo moved the dial a little further — releasing Intent Driven Audiences which, it says, matches clicks on search engine ads to audiences on Facebook in real time.
The company claims this will allow marketers to show ads to consumers where they have searched for specific keywords, while utilising Facebook’s targeting capabilities to find more customers like them. In theory, this will help advertisers to bridge audiences across marketing channels by combining consumer intent signals from search campaigns with Facebook’s Custom Audience targeting capabilities.
Or, put simply, to leverage signals from search marketing to reach a brand’s most valuable customers with Facebook advertising.
Marketers get access to Facebook’s entire ad inventory, including mobile, as well as Facebook’s advanced filtering capabilities — enabling them to further refine targeting on top of consumer search intent data, according to the company. As a result, cost-per-click (CPC) should be lower and companies should get a higher return on investment (ROI) for Facebook ads, while also improving search engine marketing (SEM) campaigns.
Kenshoo claims that, during a multi-month test period for a leading US national retailer, Facebook campaigns targeting Intent-Driven Audiences achieved up to 110 per cent higher ROI and 66 per cent lower CPC than their analogous SEM campaigns. Additionally, Kenshoo IDA campaigns on Facebook had significant positive impact on paid search campaign performance, with SEM campaign conversion rates increasing by 19 per cent, lifting paid search revenue by an incremental 22 per cent.