Facebook’s (NASDAQ:FB) targeted advertising feature has received another boost in the form of a Kenshoo developed product. Kenshoo has launched the new Intent Driven Audiences app that matches clicks on search ads to audiences on Facebook. Until now, advertisers had to deal with a gap between search intent and social retargeting. The new app was designed in conjunction with Facebook, and will allow advertisers to focus on users that have clicked their ads on other search engines, such as Google, Bing and Yahoo.
This will enable Facebook to build on its ‘custom audiences’ which permits brands to collate first party data to retarget their site visitors on Facebook. At the moment, Facebook’s Custom Audience targeting allows advertisers to direct their efforts towards specific users, such as their loyal customers. With the new app, advertisers will now be able to reach customers across a range of marketing channels, by processing user clicks on their ads on other platforms.
The way it works, is by using a new type of code that is included on an advertiser’s site that triggers a cookie when a user clicks on one of their search ads. The best part of this new system is that it does not require any change to be made to the actual search campaign tracking codes. The cookie, once triggered, effectively acts as a tracking device, and allows the advertiser to match up the person who clicked, with their Facebook user ID.
The hope is that the new Intent Driven Audience system will allow advertisers to leverage the signals that they receive from search ads, and enable them to target Facebook advertising towards their most valuable customers
