Kenshoo announced a new offering called Intent-Driven Audiences (IDA), which it calls an "industry-first solution". It matches clicks on paid search ads to audiences on Facebook in real time.
Marketers can create Facebook Custom Audiences made up of those who have clicked on specific search ads. These can be targeted to get ads across Facebook’s entire ad inventory, a spokesperson for Kenshoo explains, including mobile, via Facebook’s advanced filtering capabilities to further refine targeting on top of consumer search intent data.
According to Kenshoo, Facebook campaigns targeting IDA saw 110% higher ROI and 66% lower CPC in a multi-month test for a "leading national retailer".
The IDA campaigns on Facebook also had "significant positive impact" on paid search performance including 19% higher conversion rate and 22% increment lift in revenue.
“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. “Kenshoo’s overall approach to audience management is very innovative, and the solutions they’ve brought to market help advertisers bridge the gap from branding to performance in driving bottom-line results.”
"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 at Facebook.
Kenshoo has offered Facebook Exchange access and support since January of 2013. It also support's Google’s Remarketing Lists for Search Ads (RLSA).
Image via Kenshoo