Turn-key solution helps marketers reach customers and prospects on Facebook using paid search keyword activity
San Francisco (June 30, 2014) – Kenshoo, the global leader in predictive media optimization technology, today announced that its recently released digital marketing targeting solution, Intent-Driven Audiences (IDA) has been named a winner in the Facebook Innovation Competition for the online sales category.
Skai IDA matches clicks on search engine ads to audiences on Facebook in real-time. This proprietary offering enables marketers to show ads to consumers that have searched for specific keywords and also use Facebook’s targeting capabilities to find more customers like them.
By accessing Facebook’s entire ad inventory, including mobile, as well as Facebook’s advanced filtering capabilities to further refine targeting on top of consumer search intent data, marketers can leverage IDA to expand beyond traditional retargeting tactics. From initial testing, the results of IDA include lower cost-per-click (CPC), lower cost per acquisition (CPA), higher average order value (AOV), and higher return on investment (ROI) for Facebook ads while, at the same time, improving search engine marketing (SEM) campaigns with incremental revenue increases up to 22%.
“Skai Intent-Driven Audiences allows marketers to leverage signals from search marketing to reach their most valuable customers with Facebook advertising,” said Will Martin-Gill, SVP, Product for Skai. “At Skai, we continually strive to provide marketers with innovative solutions to help them bridge the gap across channels to drive better results. This recognition supports the true value of IDA in leveraging Facebook’s advanced targeting capabilities to help advertisers more effectively achieve their marketing goals.”
This is the second consecutive Facebook Innovation Competition win for Skai, a Facebook strategic Preferred Marketing Developer; Skai was previously selected as a winner for its Demand-Driven Campaigns (DDC) offering. Skai DDC automatically creates and manages product-specific advertising on Facebook based on demand signals of top performing products from marketers’ internal systems, Product Listing Ad (PLA) campaigns, general paid search efforts and other sources. Facebook hosts innovation competitions twice a year in which their Preferred Marketing Developers (PMDs) are invited to build new tools to help businesses realize their goals through Facebook.
Visit www.Kenshoo.com/IDA to learn more about Skai Intent-Driven Audiences.
Skai is a global software company that engineers cloud-based digital marketing solutions and predictive media optimization technology. Brands, agencies and developers use Skai Search, Skai Social, Skai Local, Skai SmartPath, and Skai Halogen to direct more than $200 billion in annualized client sales revenue through the platform. Skai is the only Facebook strategic Preferred Marketing Developer with native API solutions for ads across Facebook, FBX, Twitter, Google, Yahoo, Yahoo Japan, Bing, Baidu and CityGrid. Skai powers campaigns in more than 190 countries for nearly half of the Fortune 50 and all 10 top global ad agency networks. Skai clients include CareerBuilder, Expedia, Facebook, KAYAK, Havas Media, iREP, John Lewis, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and Zappos. Skai has 23 international locations and is backed by Sequoia Capital, Arts Alliance, Tenaya Capital, and Bain Capital Ventures. Please visit www.Kenshoo.com for more information.
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