Unifying Social Media Analytics and Ad Targeting
Omniture (an Adobe company) announced the availability of a social media display ad solution last week and the visitor acquisition offering dubbed Omniture Search Center Plus will allow marketers to measure, manage and optimize display ad buys on Facebook.
In addition to being able to create and manage advertising buys in the same application used to measure and optimize campaigns, SearchCenter Plus users will be able to use management templates based on conversion metrics to create automated bid strategies. Couple that with the ability for users to benefit from integration of impression, click and cost data from Facebook with site conversion data to optimize for ROI, and you've successfully unified social media analytics with ad targeting - something which has not been done successfully up to this point.
“Social media channels, and Facebook specifically, continue to be an avenue of keen interest for marketers to build intent and customer loyalty,” said Brett Error, vice president and general manager, product and technology, Omniture Business Unit. “SearchCenter Plus helps our customers through the entire social media advertising process including planning, delivering, measuring and optimizing. As an integrated analytics, search marketing and advertising solution, SearchCenter Plus can help drive increased results for Omniture customers.”