Joshua Dreller, Sr. Director, Content Marketing @ Skai
A portion of today’s content is from Skai’s report, Social Audience Targeting in the Privacy Era.
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Marketers! The Privacy Era is upon us.
Over the last few years, limitations on consumer data tracking have dramatically changed the way that all marketers approach their audience targeting strategies.
Even though marketers rely on technology for various needs, most would admit that they’re not using it to its full potential when it comes to audience management. So to win in the Privacy Era, social advertisers should audit their processes to ensure that they’re making the most of their ad tech, especially in some key areas where Skai’s Social Advertising solution can help you.
“The Apple ATT change has changed a lot of the ways that social marketers approach audience targeting,” says Casey Gordon, Product Manager at Skai. “That’s why we have doubled down on our efforts to fill in gaps with Skai for our social advertising clients. Audience management will be a key focus for our roadmap this year and beyond.”
6 ways Skai helps social marketers master audience targeting in the privacy era
The following are six powerful areas that Skai can help you manage your audience performance on social publishers:
Lookalike expansion to 20% (an exclusive, API-only feature)
Lookalike audiences are a proven tactic for marketers looking to expand their iOS-limited retargeting audiences. Social practitioners who use the native Facebook platform can choose between 1-10% of Facebook’s audience by country.
While this represents some potentially massive audience sizes, with the reductions in retargeting pools, Facebook now offers a partner-only feature (such as Skai) to go beyond 10% lookalikes and build up to 20%. They’re something worth testing for any social advertiser that addresses large audiences.
Third-party audiences are easy with Skai
Using third-party audiences has many benefits listed in this report, but this workflow isn’t always easy. Social advertisers first have to build relationships with those partners, agree to contract terms, set up billing and payments, and other common logistical challenges to get started. And, this has to be done with every third-party data provider you want to work with.
Skai’s Audience Manager enables social marketers to utilize third-party audience segments with pre-built integrations to some of the world’s most-used partners, including Oracle, Epsilon, Experian, and more. Payments are made via one transparent bill with Skai, which handles all back-end accounting with your data partners.
Automate your first-party audience data
Skai’s Audience Manager also helps you maximize the impact of your data. After all, your first-party data is a unique dataset that only you have. In the Era of Privacy, mastering the ways your first-party data can be leveraged across your social advertising program is critical.
For example, Once you connect your CRM, CDP, or other first-party data storage to Skai, we keep those sources automatically synced. This not only makes sure all of your first-party audiences are fresh but also reduces the privacy risks of constantly updating those files manually.
Make the most of your first-party conversion data
Before Apple’s ATT, the conversion pixels on your website or app helped generate conversion-based WCA audiences, as well as helped the social publishers to better understand how to match the right users to your ads.
Now that the iOS signal is severely diminished, Facebooks’ server-to-server conversion API (CAPI) is helping to provide those needed conversion signals. You can also ensure that your converting customers can be removed from targeted audiences to suppress ads when you want to develop new audiences.
Leverage task automation wherever you can
Today’s best-in-class digital campaign advertising platforms offer automation at every step of the campaign lifecycle. From research and planning to reporting and analysis, social marketers have too many tasks in a day to handle alone. Task automation can reduce errors and free up practitioners to tackle the more value-added, complex tasks only humans can do. Skai’s automation capabilities help social marketers at every stage of their campaign management, including areas related to audiences.
For example, Skai has a tool that alerts social marketers when their campaigns contain ad sets that have deprecated targeting options applied. Then, quickly scroll through your programs and choose alternate targeting or pause those affected ad sets.
Navigate challenges using a test-and-learn approach
The fundamental goal of a successful test-and-learn marketing strategy is to remove the guesswork from advertising campaigns by making data-backed decisions to measure campaigns’ performance. Test-and-learn marketing also means brands can better see which strategies were most effective within each of their campaigns across various platforms, making these insights a company’s most valuable resource for strengthening future efforts. In this new Era of Privacy, marketers are still figuring out best practices. Use Skai’s Impact Navigator to understand your social audience strategies’ incremental impact.
Are your paid social programs ready for the Privacy Era?
The Skai functionality for audience targeting in the privacy era listed in this article is just the tip of the iceberg with regards to how we can help you drive the performance of your paid social programs.
As part of Skai’s intelligent marketing platform, our Paid Social solution has unique, best-in-class capabilities to automate, optimize, and scale your ads at an enterprise level. In a privacy-first world, Skai offers integrated solutions to reach consumers on all the platforms that matter and drive powerful growth no other independent social platforms can achieve.
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SOCIAL AUDIENCE TARGETING IN THE PRIVACY ERA
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