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Digital advertisers rejoice: a new tool just came out that will take us one step closer to our audiences. Kenshoo, a Facebook Strategic Preferred Marketing Developer, recently introduced Intent-Driven Audiences (IDA), which allows digital advertisers to simultaneously target users in two very popular places: Google and Facebook (the #1 and #4 web properties, respectively).\nIDA uses Google search data to help businesses expand, shape, and customize the audiences they reach on Facebook.\nSounds pretty interesting, right? We thought so, too \u2013 so we have been testing it out over the past couple weeks. Here\u2019s what we\u2019ve learned.\nWhat is it?Intent Driven Audiences is available to businesses on Facebook, and accessed directly through their Facebook advertising accounts.\nIt allows businesses to directly target their Facebook advertisements to specific audiences \u2013 audiences which have been shaped not only by their actions on Facebook, but also by their actions on Google and Google\u2019s partner sites.\nIDA can further expand or segment your audience to include people who download your app, receive your e-newsletter, and\/or view your website.\nIn short, IDA gives you the power to merge what were once separate platform audiences \u2013 your e-mail list subscribers, your Google Adwords campaign clickers, and your mobile app users, for example \u2013 into a single group which you can target on Facebook.\nAnd there\u2019s more. The Intent Driven Audiences tool also highlights and targets \u201clookalike\u201d audiences for you to target, based on its expansive and detailed data from both Facebook and Google.\nPretty powerful stuff.\nWhere did it come from?IDA is an expansion and improvement upon existing tools. At present you can, to an extent, refine your Facebook target audience based on Google search \u2013 but to do so, you have to use an approved third-party vendor through Facebook Exchange (FBX). When you go through one of these third-party vendors, you have little control when it comes to shaping your audience and little input in how and when they are marketed to.\nFurthermore, the Cost per Click (CPC) and Cost per Acquisition (CPA) on these platforms, as compared to IDA, is quite high.\nWhy does it matter?IDA is the answer to a couple questions many digital advertisers have, such as 1) How can I access the same audience across different platforms? and 2) How can I further refine and shape the audience I target on Facebook?\nFor example, let\u2019s say you want to advertise on Facebook to women actively shopping for wedding dresses. Without IDA, you can attempt this in a number of ways \u2013 by simply crafting a Facebook audience based on their user information (selecting an audience with \u201cfemale\u201d and \u201cengaged\u201d Facebook profile information, for example), and\/or by going through FBX to have a third-party company use its data (mined from various vendors and sites) to target the audience for you.\nWith IDA, there\u2019s a lot less guesswork. You can not only employ the two methods above, but also tweak your target Facebook audience to include women who have recently searched for keywords like \u201cwedding dress,\u201d \u201cwhite dress,\u201d and \u201cwedding store\u201d and have clicked a Google advertisement for wedding dresses within the Google network. You can then refine and segment these audiences to create more customized messages as you reach out to them on Facebook.\nSo, a woman who Google searches for \u201cwedding dresses\u201d will see your Google Ad Campaign first; and then, when she checks her Facebook feed a minute later, see another one of your ads show up.\nWhat sort of results can I expect?According to the team at Kenshoo, who conducted a multi-month study, its product is a huge improvement on current digital marketing tools. It claims that Facebook campaigns targeting Intent-Driven Audiences achieved up to 110% higher ROI and 66% lower CPC than their analogous search engine marketing (SEM) campaigns.\nAlthough we have far less data to work with, our short tests have yielded positive results so far. This is particularly true when looking at CPCs and CPAs, which have significantly lowered since we started using IDA.\nWe\u2019re seeing that IDA allows us to minimize \u201cwasted impressions\u201d on users not likely to engage with our clients, and maximize targeting to audiences more likely to convert.\nWhat more could you ask for? Well, we\u2019d like to ask Kenshoo to throw Twitter, Pinterest, and Instagram into the mix, but we\u2019ll save that for a future post\u2026\nWhat do I do now?Get ahead of the game and start reaching out to customized audiences at the intersection of Google and Facebook. Get in touch with us, and to learn how to make it happen.","id":"5b4cbd76f836f97cf165abc4","created":"2018-07-16T15:44:54+0000","modified":"2023-02-08T12:42:57+0000","archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"photo":"\/userfiles\/GoogleIntent-1.jpg","pdf":null,"sort":30,"approved":true,"approveDate":"2018-07-20T20:39:55+0000","openCount":5417,"lastOpened":"2023-02-08T12:42:57+0000","photoOnly":false,"seoDescription":null,"seoTitle":null,"Topic":["object":"name":"Social Media","permalink":"social-media","description":null,"id":"5b4cbfb4f836f975095489da","created":"2018-07-16T15:54:28+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[],"object":"name":"Thoughts & Ideas","permalink":"thoughts-ideas","description":null,"id":"5a70d59b0970a73d4b0e4082","created":"2018-01-30T20:29:15+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[]],"Author":["object":"id":"5ae36c15f836f912c00d5ae4","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"handle":null,"emailAddress":null,"link":null,"photo":null,"properties":[]],"Industry":["object":"id":"5a708a3a0970a78193544f32","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708db60970a78193544f33","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708de90970a707a00abdf2","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708e0e0970a71de94042a2","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[]]},"showDate":"2018-07-20T20:39:00+0000","hideDate":null,"tags":null,"title":"ALS Ice Bucket Challenge","permalink":"als-ice-bucket-challenge","subtitle":null,"intro":"Ever wonder how impactful social media can be \u2013 especially when it comes to people actually pulling out their wallets? Using millions of data points, we measured just how much Twitter conversations impacted monetary giving during the ALS Ice Bucket Challenge. We made an interactive graph to show you what happened. To our knowledge, this analysis has yet to be done.","body":"Ever wonder how impactful social media can be \u2013 especially when it comes to people actually pulling out their wallets? Using millions of data points, we measured just how much Twitter conversations impacted monetary giving during the ALS Ice Bucket Challenge. We made an interactive graph to show you what happened. To our knowledge, this analysis has yet to be done.\nWith two weeks\u2019 worth of Twitter data and ALS-provided donation data, we mapped out the rise and fall of both conversations and donations. You\u2019ll see a clear correlation between the two, with a rise in donations occurring about three days after a rise in conversation. Given that the challenge allowed participants up to 48 hours to respond, this trend seems logical. Peak moments during the Ice Bucket Challenge were driven by celebrities like Justin Bieber and Nial Horan of One Direction, who accounted for more than 300,000 retweets combined. Looks like these tween heartthrobs have some charitable superpowers.\n","photo":"\/userfiles\/icebucket_znews_thumb-1.png","id":"5b4cc02cf836f97cf165abc8","created":"2018-07-16T15:56:28+0000","modified":"2023-02-07T02:33:55+0000","archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"pdf":null,"sort":38,"approved":true,"approveDate":"2018-07-20T20:39:55+0000","openCount":3077,"lastOpened":"2023-02-07T02:33:55+0000","photoOnly":false,"seoDescription":null,"seoTitle":null,"Topic":["object":"name":"Innovation","permalink":"innovation","description":null,"id":"5b4cbff6f836f975095489de","created":"2018-07-16T15:55:34+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[],"object":"name":"Social Media","permalink":"social-media","description":null,"id":"5b4cbfb4f836f975095489da","created":"2018-07-16T15:54:28+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[],"object":"name":"Thoughts & Ideas","permalink":"thoughts-ideas","description":null,"id":"5a70d59b0970a73d4b0e4082","created":"2018-01-30T20:29:15+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[]],"Author":["object":"id":"5b4cbfe9f836f97cf165abc7","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"handle":null,"emailAddress":null,"link":null,"photo":null,"properties":[]],"Industry":["object":"id":"5a708e7e0970a7c167160f62","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[]],"showDate":"2018-07-16T11:05:00+0000","hideDate":null,"tags":null,"title":"Craft Smarter, Better Content with this Undiscovered Tool","permalink":"craft-smarter-better-content-with-undiscovered-tool","subtitle":null,"intro":"We all know that Google Analytics is a powerful tool to view how your brand\u2019s audience interacts within your website. For example, you can easily see where your website visitors click the most, how long they linger on each page, and what content drives their visitation.","body":"We all know that Google Analytics is a powerful tool to view how your brand\u2019s audience interacts within your website. For example, you can easily see where your website visitors click the most, how long they linger on each page, and what content drives their visitation.\nBut what about your audience\u2019s characteristics outside of your website? What are their other interests, hobbies, and passions? And even more importantly, how do these other interests impact their level of interest when it comes to your brand?\nMany marketers might not realize it, but Google Analytics can actually answer these questions, too. With the right back-end coding and a few tweaks to your Google Analytics account settings, you can access Google\u2019s Demographic and Interests report. This report will provide valuable information on your audience\u2019s demographics, interests, and position within the sales funnel \u2013 ultimately allowing you to better communicate with and market to your customers.\nSound interesting? Here are just a few ways that the Demographics and Interests report can help your brand\u2026\nGet an overview of your audience\u2019s demographics and interests. Like its name suggests, the Demographic and Interests report will show you \u2013 you guessed it! \u2013 demographics and interests. You\u2019ll see what percentage of your website visitors fall into certain age groups (note: visitors under 18 years old are not tracked in the report), what the gender breakdown of your audience is, and what interests and hobbies your audience has. A broad overview of these characteristics will likely confirm what you always guessed about your audience; or, it may surprise you!\nUnderstand who your high-value audience is. Whether the goal of your website is to generate income through a sales platform or simply drive traffic to a particular page, the Demographics and Interests report can show you who your most valuable viewers are in relation to this goal.\nIn this Google-provided example, you\u2019ll see that the 25-34 age group makes up the test website\u2019s highest value audience (as indicated by the percentage listed in the e-commerce conversion column on the right). Despite the fact that the 18-24 age group makes up a large part of the website\u2019s traffic volume, this age group actually shows a low tendency to convert.\nOnce you identify the demographic makeup of your brand\u2019s high-value audience, you\u2019ll want to know what that high-value audience is like. With a couple clicks, Google will reveal the interests that are most popular within your high-value audience \u2013 and, of course, identify the likeliness of each interest category to convert in terms of your goal.\nFor example, you\u2019ll see that audience members with the interests outlined in red below have the highest tendency to convert \u2013 such as technophiles, gamers, and shutterbugs. On the other hand, although a high quantity of sports fans visit this test site, you could say that the quality of this interest group is low in terms of conversion.\nTailor your website content to meet your audience\u2019s needs. Here comes the fun part. Armed with valuable information about the characteristics of your website\u2019s audience \u2013 including what their interests are outside of your brand, plus their age and gender \u2013 you can better communicate with them.\nFor example, if you have a male-dominated audience that tends to be interested in science and technology, you might impress them with detailed infographics and in-depth articles. If your audience is younger and full of foodies, you could try offering recipes on your website or partnering with powerful food bloggers.\nStart analyzing across channels. Remember that platforms like Facebook and Twitter offer similar reports that can help you connect with your fans and followers \u2013 who might have slightly different demographics and interests than your website viewers, of course. By sorting and analyzing the characteristics of your viewers across multiple platforms, you can refine the content for each channel accordingly. As a result, you should see higher levels of engagement and conversion.\nIt\u2019s a lot to monitor, but remember that knowledge is power \u2013 especially in today\u2019s digital, big data world. Need a team to collect and crunch your brand\u2019s numbers? We have one.","photo":"\/userfiles\/14ZEH107_ZComm_GAnalytics_1_300x200.jpg","id":"5b4cc286f836f97cf165abcb","created":"2018-07-16T16:06:30+0000","modified":"2023-02-08T16:19:14+0000","archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"pdf":null,"sort":59,"approved":true,"approveDate":"2018-07-16T16:06:30+0000","openCount":3121,"lastOpened":"2023-02-08T16:19:14+0000","photoOnly":false,"seoTitle":null,"seoDescription":null,"Topic":["object":"name":"Digital","permalink":"digital","description":null,"id":"5b4cbfbcf836f975095489dc","created":"2018-07-16T15:54:36+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[],"object":"name":"Social Media","permalink":"social-media","description":null,"id":"5b4cbfb4f836f975095489da","created":"2018-07-16T15:54:28+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[],"object":"name":"Strategy","permalink":"strategy","description":null,"id":"5b4cbfb7f836f975095489db","created":"2018-07-16T15:54:31+0000","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":0,"ownerGroupID":0,"rights":0,"tags":null,"photo":null,"properties":[]],"Author":["object":"id":"5ae36c15f836f912c00d5ae4","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"handle":null,"emailAddress":null,"link":null,"photo":null,"properties":[]],"Industry":["object":"id":"5a708a3a0970a78193544f32","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708db60970a78193544f33","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708de90970a707a00abdf2","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[],"object":"id":"5a708e0e0970a71de94042a2","modified":null,"archived":false,"archiveDate":null,"deleted":false,"deleteDate":null,"ownerUserID":null,"ownerGroupID":null,"rights":null,"permalink":null,"tags":null,"name":null,"headerIntroText":null,"snippet":null,"heroTitle":null,"heroText":null,"companyLogos":null,"sections":null,"segments":null,"results":null,"seoDescription":null,"seoTitle":null,"properties":[]],"showDate":"2018-07-20T20:39:00+0000","hideDate":null,"tags":null,"title":"Our

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