Kenshoo Intent-Driven Audiences Ties Together Search-Engine Ads, Facebook Targeting

A Facebook Strategic Preferred Marketing Developer took a giant step forward in tying search-engine ads and targeted audiences on Facebook together, as Kenshoo announced the beta release of its Intent-Driven Audiences solution.

KenshooIntentDrivenAudiences650A Facebook Strategic Preferred Marketing Developer took a giant step forward in tying search-engine ads and targeted audiences on Facebook together, as Kenshoo announced the beta release of its Intent-Driven Audiences solution.

Kenshoo said its IDA offering matches clicks on search-engine ads with Facebook audiences in real-time, allowing marketers to serve ads to Facebook users who have searched for specific keywords, as well as to use the social network’s targeting features to discover similar potential customers.

IDA offers marketers access to Facebook’s entire ad inventory, including its mobile products, as well as to the social network’s filtering capabilities, and Kenshoo said this results in lower cost per click and higher return on investment on Facebook ads, as well as improved search-engine-marketing campaigns.

According to Kenshoo, a multimonth test for a national retailer delivered ROI up to 110 percent higher than analogous SEM campaigns, and CPC 66 percent lower, as well as boosting its SEM campaign conversion rate by 19 percent...

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