Hot on the footsteps of picking up the Facebook PMD Innovation Award earlier this year, last night Skai returned to the winners’ podium at the UK Search Awards, to collect the Innovation – Software award for Skai Intent-Driven Audiences (IDA).
Now in its 5th year, the UK Search Awards celebrates the very best in SEO, PPC, Digital & Content Marketing in the United Kingdom.
A particularly tough category, as the shortlist was made-up of search, social, CRM, analytics and SEO software providers, we were delighted to be recognised again for our commitment to infinite innovation.
Photo Credit: Search London
We have been talking about the powerful concept of audience management for some time now. What makes IDA particularly innovative is that it allows marketers to leverage intent in search across channels to deliver meaningful campaigns to audiences on Facebook, both to existing fans and to lookalikes.
Segmentation based on behaviours involves an element of stereotyping, to a certain extent. We are assuming audiences with certain geo-demographics, likes and interests will want the same products. But, the beauty of IDA is the high signal of confidence that search intent provides, and the performance uplift is undeniable. A leading global retailer saw a staggering 110% lift in ROI and substantial drops in both CPC and CPA (66% and 33% respectively) after initialising IDA.
The Skai team in attendance last night were all smiles after the win – excited about the award and proud of the outcomes IDA is able to deliver to our global partners.
Congrats to all the marketers recognised last night – we’re delighted to share your company! And thank you to all Skai clients for pushing us to continually innovate on their behalf.
To learn more about Skai Intent-Driven Audiences, visit Kenshoo.com/IDA.
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