Facebook can now track your search history
Nowadays it’s possible for brands to track activity on basically any digital device connected to the internet – websites, mobiles and tablets; gaming consoles, even your refrigerator.
This may seem creepy to some consumers, but for marketers it’s great, as we get the opportunity to better understand our target audience.
Now there’s a brand new tool that allows advertisers to track consumers’ search queries and incorporate the data into their Facebook campaigns, which could mean big changes for content marketing.
Advertising software company Kenshoo recently created a new product for Facebook that allows marketers to better target consumers on the site.
The new tool, Intent-Driven Audiences (IDA), lets brands running ads track the specific keywords consumers typed into search engines that led them to click on their ad.
They can then incorporate these keywords into their advertising campaigns on Facebook to better reach their consumers.
For instance, if you were to type “smartphones” into a search engine, and clicked on an advertisement by Apple, then Apple would be able to see you are interested in smartphones and show mobile-related ads on your Facebook account.
Facebook already lets its advertisers customise their target audiences to some extent. One of its features, Custom Audiences, allows advertisers to insert data such as email addresses of customers into their ad campaigns so the ad will show up on their newsfeed.
This new feature is said to be rolling out over the next few weeks, which could prove to be very valuable for Facebook advertisers.
However, brands using the site for social media marketing will no doubt be finding it harder to reach consumers on the site organically, without forking out for an advertising space.
Facebook’s Vice President of Product Marketing, Brian Boland, attributes the decrease in organic reach to increased competition on the site.
Earlier this year, Facebook’s Head of Newfeed told TechCrunch that the number of pages being ‘liked’ by Facebook users increased by 50 per cent last year, which makes it a challenge for brands to feature in their fans’ newsfeeds.
However, this brand new feature clearly shows Facebook’s priorities are its advertisers (and presumably its users), so we can expect that the site’s organic reach isn’t going to get better anytime soon.
Therefore, it’s important to continually revise and revamp your social media strategy to ensure it is as strong as possible to compete with these guys.
Posted by Dylan Brown