Advertisers can now bridge the gap between search intent and social retargeting. Kenshoo’s new Intent-Driven Audiences match clicks on search ads to audiences in Facebook.
Kenshoo developed the solution with Facebook to allow advertisers to target users who clicked their ads on search engines like Google, Yahoo and Bing when they browse Facebook. A build on Facebook’s “custom audiences”, which allow brands to import first-party data such as email addresses or use a tracking pixel on their own sites to retarget their site visitors on Facebook, Intent-Driven Audiences brings search-intent into the mix for the first time.
Advertisers will be able to segment and target users on Facebook based on the search ads that brought them to their sites.
“Facebook’s Custom Audience targeting capabilities allow marketers to reach the people that matter most to them – their loyal customers. Kenshoo’s Intent-Driven Audiences allows advertisers to bridge audiences across marketing channels by bringing together consumer intent signals from search campaigns and Facebook’s Custom Audience targeting capabilities to drive better results for their marketing efforts,” said Blake Chandlee, VP of Partnerships, Facebook.
A cookie is triggered by code placed on an advertiser’s site after a user clicks on one of their search ads. No changes need to be made to the search campaign tracking codes. The cookie then allows the advertiser to track the user and match up to the user’s Facebook ID.
Brands can also widen their reach on Faebook through look-alike audiences based on their Intent-Driven Audiences.
“We’re very excited about Intent-Driven Audiences and the ability to leverage signals from search marketing to reach our advertisers’ most valuable customers with Facebook advertising,” said Steve Katelman, EVP of Global Strategic Partnerships at Omnicom Media Group.
Update: We followed up with Kenshoo to get some more details on how the search data can be used in Facebook. All campaign structure elements — keyword, ad group, campaign — along with search performance metrics can be used to build custom audiences in Facebook.
Doug Chavez, Global Head of Marketing Research & Content for Kenshoo, explained further, “Basically, we do the cookie match and then within our platform, a marketer can easily choose to replicate their search campaign structure into Facebook custom audiences down to the keyword level. This is an automatic turnkey option and has even more customization capabilities. For example, marketers can build custom audience segments based on search campaign performance metrics like CVR, CPC, ROI, LTV, etc. (this is the stuff search marketers really care about!).”
Advertisers must be using both Kenshoo Search and Kenshoo Social products to use Intent-Driven Audiences.