Wednesday, March 23rd, 2016 | 5 min read
Let’s say you sell ice cream, and you just came out with a brand new flavor called Chocolate Chip Fudge Supreme.
You want to get the word out with a Twitter ad, but you don’t have enough money to target everyone who’s ever tweeted about ice cream in your area. What do you do?
A good start would be to cut out everyone who tweets about vanilla and focus on just the chocolate ice cream lovers. You’re pretty sure these chocolate ice cream lovers will be more receptive to your ad because they’ve demonstrated that it fits in with their interests.
This way, you can craft the perfect ad you know your audience will respond to and then sit back and wait for the chocoholics to engage.
It shouldn’t be difficult for brands to deliver customized ad messages like this, right? Thanks to a wealth of social platforms, brands have more sources than ever from which to mine data about their audiences.
The problem arises when they try to connect this audience data to their campaigns. How do you translate it into useful targeting information? Can you sift through it to find relevant keywords? How do you know that the data will still be relevant to your audience when you’re ready to launch your ad?
Many brands are unable to answer these crucial questions because they split their social listening and social advertising strategies into different teams, with little communication between the two. In doing so, they waste precious time and resources wading through countless data points, unsure of how to decipher or apply their findings. As a result, when they’re ready to finally launch an ad, key social trends have already shifted, and their data is obsolete.
Brands need a platform that connects their social listening and ad keyword targeting. With ad keyword targeting on sites like Twitter, marketers can launch ads to consumers based on keywords they’ve used in their conversations. By using a comprehensive platform to launch these ads, brands can mine data from social conversations to figure out which keywords to use, making it much easier to reach consumers with customized ads.
Let’s look at the biggest ways brands can benefit from this kind of integration.
With a platform that connects social listening data and campaign targeting, brands don’t have to miss a beat. Their listening technology will constantly monitor social conversations, mining important keywords and topics. When it comes time to launch an ad, their targeting options will be automatically filled with these relevant keywords.
The marketer can then choose to apply all of these keywords (or just a few) to their ad targeting. This way, the ads will reach consumers who have already used the relevant keywords in their conversations and have, therefore, demonstrated an interest in the brand’s solutions. For example, leading up to Valentine’s Day, a jewelry company can see that certain people are talking about necklaces and earrings and then buy into those conversations with relevant ads.
Without this type of technology, marketers have to guess which keywords are relevant to their audience at any given moment or sift through their social data manually. By auto-importing keywords into their targeting options, they can clear up hours of manual targeting setup and social data analysis.
Saving this time allows marketers to focus on what’s most important: crafting and distributing engaging ads that speak to their audience’s interests.
This should come as little surprise: Reaching relevant audiences at the right time results in increased conversions and ROI. Sprinklr’s client, Loop Loft, tested this approach recently and found that an ad placement that used these auto-filled keyword recommendations saw higher performance than the placement that did not have listening keywords layered on top of it’s tailored audience targeting.
Ryan Russ, CEO of Loop Loft, told Twitter:
By using targeting listening keyword recommendations, we were able to significantly increase campaign performance. Not only did we see 5.75x the number of link clicks, but we also generated 12x the impressions at 8x lower cost per link click.
Key information about your customers’ conversations and interests is out there. You just need a way to sift through it and apply it to your campaigns. After all, what’s the point of social listening if you can’t use it to reach the people who matter most to your brand?
By integrating social listening and keyword targeting, marketers no longer have to wonder which conversations to buy into and whether or not those conversations are still relevant when they launch their ads. With the right technology, marketers can be sure they’re sending personalized messages to the right consumers, ultimately driving more conversions and ROI for their brand.
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