Kenshoo, a Facebook Strategic Preferred Marketing Developer, announced Wednesday the launch of Intent-Driven Audiences. This new tool matches clicks on search ads with audiences on Facebook in real time. The technology allows marketers to show ads to consumers who have searched for certain keywords, also using Facebook’s targeting to find similar customers.
Blake Chandlee, Facebook’s Vice President of Partnerships, congratulated Kenshoo on this launch:
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.
Kenshoo’s Intent-Driven Audiences opens up Facebook’s ad inventory to marketers, placing it on top of consumer search intent data. In beta, a leading national retailer reported 110 percent higher Facebook ad campaign ROI and 66 percent lower CPC than their search campaigns. The retailer also experienced a 19 percent life on search engine campaign conversion rate, increasing paid search revenue by 22 percent.
Kenshoo’s Senior Vice President of Product Will Martin-Gill commented on Intent-Driven Audiences in a press release:
At Kenshoo, we’re committed to pushing the boundaries of math and technology to create meaningful solutions for our clients. Our solutions enabling advertisers to target customers using the most relevant data from their performance marketing channels are great examples of this innovation. Intent-Driven Audiences is another key piece to the puzzle that allows advertisers to move beyond keyword and interest targeting to reach highly-valuable audiences, and the performance improvements we’re seeing are substantial.