Facebook ad partner Kenshoo Social just rolled out a beta program, allowing marketers to take the keywords from a user’s search query and retarget the user with relevant ads within their Facebook news feed. Using this new technology, advertisers will now have the ability to see what keywords prompted a user to click on a search ad. Then the advertiser will be able to use this information and target users on Facebook with ads related to the keywords that prompted the initial search ad engagement.
In essence, this product enables advertisers the ability to retarget from search to social. The ability to identify users’ keywords in search is not limited to Google either. It can be used with Yahoo! and Bing as well. Up until now companies have only been able to retarget users that have visited their sites. Having the ability to know what led the user to the site allows for much more effective targeting. For example, with this new technology a user who searched “Nike shoes” on Google and clicked on the ad can now be served Nike shoe ads on Facebook, whereas before the advertiser could only identify users who visited the site and target them on Facebook based on their Facebook profile interests. It is easy to see how this new method is more efficient in targeting users.
To avoid any violations in privacy law, Kenshoo Social has restricted the advertiser to only see the keywords that prompted the initial search ad to run. Also, while Kenshoo Social is the first company to build out this technology, it is not exclusive to them and many more ad partners are likely to follow suit in the near future.
Question, Comments & What the Future Holds:
- This is a product that can make a search buy more efficient by giving advertisers the ability to retarget on Facebook rather than in search, which tend to cost a premium within the search space
o This new technology allows for a more cost efficient way to spend on search while employing retargeting tactics in the social space
- Will it be possible to only retarget users on Facebook who have engaged with the search ad, but not completed the purchase path?
- Kenshoo Social is also a Twitter Ads API Partner. Is something similar to this on the roadmap for Twitter?
- Will the future hold increased social spends and a decrease in retargeting directly in search
By Michael Short
Assistant Media Planner – Universal Theatrical/HE