Social Media | 6.9.14
Brands can now target Facebook Ads based on who clicks on their search ads.
Thanks to this day in age, brands have the ability to virtually track behavior on any device, whether that’s a website, mobile, or tablets. While it may be creepy to some, it’s extremely beneficial to marketers who are curious to know more about their target audiences.
Now there’s a new tool that allows Facebook advertisers to take users’ search queries and incorporate this information into their Facebook advertising campaigns.
Kenshoo, a marketing developer for Facebook announced the new launch of Intent-Driven Audiences (IDA), which is a new tool that matches search ad clicks with audiences on Facebook in real time. Now, a marketer can keep track of what search terms a user is typing in and use that to better tailor their Facebook advertising.
For example, if you search for cupcake places in Houston on your mobile phone, Crave Cupcakes in Houston would know that you’re interested in cupcakes and would display their ads on your Facebook News Feed.
The feature is still rolling out and should be completely available to all marketers within a couple of weeks, but could prove to be a highly valuable tool for those who advertise on Facebook.
As marketers may already have realized, organic search on Facebook has steadily dwindled to almost nothing in recent months. It will be more and more difficult for brands that aren’t advertising on Facebook to see any reach.
Facebook’s Vice President of Product Marketing, Brian Boland, credits the bad organic reach to an increased competition on the social network. According to TechCrunch, it looks like brand page “likes” increased 50% last year, making it difficult for brands to make an impression on users’ News Feeds. To really get attention, brands will have to rethink their social media strategy and incorporate ads to get the results they’re looking for.