Tuesday, June 10, 2014

How An Online Marketing Firm May Look At Facebook's Potential Ads

By Robert Sutter

As social media has shifted in order to become more ad-oriented, it's clear that the ads in question have to be tailored to certain interests. Facebook, for example, may be able to suggest the best ads to you depending on what you search for on the social media mogul and the pages you like. With that said, it seems like Facebook may start to resemble the ads that are characteristic of Google. If you are curious as to what this means, an online marketing firm can offer greater insight.

As a report on Mashable detailed, Kenshoo Social created a new piece of technology for the purposes of ad creation. For those who do not know, Kenshoo Social is not only a company that is focused on the idea of ad tech but is actually a partner of Facebook as well. What exactly does the technology in question feature, though, you may wonder? What this does is that it can focus on the sites clicked on through search engines - Google, Bing, and what have you - as well as the keywords utilized.

What are the specifics behind this method, though, you may be wondering? To illustrate this point, let's say that you decide to search for "flowers" on Google and you click on the site of a certain florist. What will then happen, provided you search for flowers regularly, is that you will be met with fitting ads on Facebook that feature places to buy potted plants and the sort from. To put it simply, ads can be better determined through your search results and how you navigate them.

It's not like the idea of targeting consumers based on websites that they visit is anything new. With that said, Kenshoo Social's approach should be noted by any online marketing firm because of how it is more keyword-based than anything else. In terms of social media and search engines, firms along the lines of fishbat understand the importance of keywords. When it comes to social media-curated ads, though, keyword results were not previously available to marketing specialists. With Kenshoo Social's technology in place, marketing stands the chance of changing tremendously.

Provided this method is utilized in the proper way, I have no doubt that consumers will be helped in the long term. Keep in mind that ads can break a user experience, especially if the ads in question are ones that they could not care less about. Marketers should make note of this so that they do not run the risk of alienating the very audiences that they are trying to appeal to. This technology has tremendous potential and now it's a matter of seeing whether or not it will be utilized effectively.

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