Louis Guerrero, Sr. Product Marketing Manager, Social @ Skai
With the consumer holidays behind us and spring around the corner, Social marketers are no doubt looking for ways to ensure that their Ads are being served to the most relevant audiences and securing the highest return on their investments. And while Facebook’s native targeting capabilities—from interests and geo-targeting to income layering and Custom Audiences—utilize some of the most qualified aggregation techniques in online media, they are for the most part pixel- and IP-based. For promotions sensitive to timing and external factors, marketers need ways to leverage third-party signaling which isolates users based on temporary qualifiers rather than innate, individualized characteristics or retargeting.
Skai’s Social suite supports full integrations with Google Analytics, Adobe, Omniture, Kochava, and all of the major data players to allow for cross-platform transparency and attribution modeling tailored to specific initiatives. By synthesizing third-party data into Skai, marketers can use a primary or secondary data source for both rule-based and algorithmic optimization rather than defaulting to native publisher data. As data partners continue to stake a greater presence in cross-channel programs, Skai positions advertisers with the ability to leverage virtually any major source for both automation and comparison.
Looking into the future, Skai is further enabling advertisers to leverage timely third-party data signaling from beyond the major data clouds. With brands synchronizing TV and display buys with Social, the demand for listening and activation tools has increased. An even more responsive tool available within Skai’s Automated Actions suite uses crowd-sourced signaling via a partnership with AccuWeather to help brands optimize based on weather conditions!
Suppose my client, a national big-box retailer with a robust home and garden business, has a regional surplus of picnic supplies which they’d like to move this weekend. However, limited budget means they can’t afford to waste Ad spend on users unlikely to engage in outdoor activities. Using weather signaling, they’d like to only serve Ads at users in areas with sunny weather this weekend.
To accomplish this, they’ll be setting up a rule-based Automated Action with a geo-targeted weather filter. After isolating the creative and targeting sets they’d like to activate, they will next establish the weather conditions for activation:
They can also use this UI to set a rule on temperature:
Once this action is scheduled, all of their relevant entities will run through the filter in order to identify those which comply with the weather conditions. In this case, Ads will only be activated to Madison users in areas which AccuWeather deems sunny and warmer than 65℉!
Now, let’s say my client would like to target an even more qualified audience. Rather than just serve Ads to users who meet the geographic and weather conditions, they’d like to ensure they’ve also expressed interest in home and garden products. By setting up a compound filter with the same geo- and weather conditions, they can further striate their audiences to ensure that they are appropriately tailored for their product:
Automated Actions can be implemented at both the Ad and Ad Set level in order to schedule trafficked changes in bid, budget, and status. Now suppose that rather than schedule a status change, my client would instead like to use the same weather filter to traffic a Creative Refresh to ensure that users see their weather-specific ad copy in relevant areas.
By setting up an Ad-level Creative Refresh with the same filter, my client will select “Refresh Using Albums” under the Action section. This will use the next image in their Creative Manager album queue to traffic a refreshed Ad where weather conditions apply!
In 2017, Skai client iFood used weather-based AAs in order to drive traffic to their food delivery app during rainy weather. By activating rainy day creative via automated Creative Refresh, they saw a 36% lower Cost Per Install!
Using Skai, advertisers can rest assured that they’re taking advantage not only of the most up-to-date native targeting and activation opportunities, but are able to integrate the most responsive third-party signaling with their Social activity! Stay tuned to the Skai blog for more ideas on how to use automation and third-party integrations for Social optimization.
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