People-based search enhances marketers’ ability to leverage CRM data in Google Customer Match
While display advertising takes it own course to target specific audiences, what happens to your search marketing? Digital advertising is expanding into a new realm that essentially serves to solve the challenges in ad viewability and customer identity management. In 2017, the analytics of an ad served no longer equates to an ad viewed, and that makes advertisers and publishers scurry towards search-based resolution platforms. They want to serve and then measure ads that provide viewability rather than mere impressions. LiveRamp™, an Acxiom®company, has made that strategic move towards optimizing omnichannel PPC campaigns by offering people-based search. The leading provider of omnichannel identity resolution announced the addition of targeting for the people-based search to its IdentityLink™ platform today.
The new people-based search by LiveRamp allows marketers to think beyond the limited set of keywords, and tailor exclusive PPC campaigns based on ad impressions and views. With this new people-based approach stitched to search marketing, customers can —
- improve cross-channel user experience,
- optimize PPC campaign performance, and
- re-acquire customers and grow CLTV
The addition complements LiveRamp’s strength in people-based targeting for display, allowing marketers to better coordinate efforts across these channels and deliver more engaging and personally relevant advertising to customers.
People-Based Search Adds Accuracy to Audience Targeting
Consumer intent is inherently expressed in search, making it a favored channel for marketers. Search has suffered, however, from the lack of audience targeting precision available at scale in display channels. With IdentityLink, marketers can now apply precision targeting broadly across search channels in coordination with their display efforts.
For marketers using Google Customer Match, they have the added benefit of dramatically extending the people-based reach of their programs with IdentityLink’s new data append feature.
Marketers who pair Google Customer Match with IdentityLink’s new data append feature can further improve their ROI by deterministically matching more of their CRM audience to their search campaigns. Marketers leveraging this feature are able to target up to six times more customers than by using Customer Match alone.
Omnichannel Marketers Need to Focus on Consistency and Efficiency
In an exclusive interview* with Jeff Smith, CMO at LiveRamp, I asked about the common challenges omnichannel marketers face in audience targeting. Jeff answered, “There are two primary challenges that marketers face in targeting — consistency and efficiency.”
LiveRamp’s IdentityLink Offers Consistency in a Privacy-Safe Environment
In keeping with LiveRamp’s overall commitment to privacy and security as an Acxiom SafeHaven® environment, IdentityLink customers who activate audiences in Google Customer Match are also assured that their audience’s personally identifiable information (PII) is securely processed and converted into a privacy-compliant anonymous form for activation in the digital environment.
Jeff elaborated about consistency and efficiency challenges. He said, “When a customer tries to target a specific segment, they do so depending on a variety of attributes. Those attributes can vary from CRM data, purchase history, a mobile or Cookie ID or anonymous browsing data, all of which is hard to tie together in a consistent way. Let’s say you have one segment that you’re trying to reach across video, display, and search. Your video targets may be matched to a mobile ID, your display matched to a Cookie ID and search tied to keywords. How do you know who within your segment has been matched and if you’ve reached all of them across all your channels? That’s where an identity resolution platform like IdentityLink can help. Since we focus on tying all of those IDs together to one, privacy safe IdentityLink, we’re able to more consistently match across all your advertising channels.
Achieve Full-Power of CRM for Highest Efficiency in Omnichannel Marketing
Without compromising on the privacy of customer data, LiveRamp allows marketers to scale campaign automation platforms efficiently.
Jeff adds, “Efficiency is the other big factor in omnichannel marketing. There are often large teams, within marketing departments dedicated to a specific channel. They are focused on uploading lists to each platform and often have to upload different lists manually to each channel. Google gets one list, the DMP gets another, the DSP gets another. Each list has to be built, and rebuilt over and over again, by different teams in different platforms. Imagine if all of the data could be sent at one time to all of those destinations! Marketers would have time to do more testing, measurement, and iteration.”
“Leveraging customer data in SEM initiatives dramatically improves click-through rates, but only a fraction of CRM data can be activated in search channels,” said Pat Hayden, Director of Paid Search at Elite SEM, a performance-driven digital marketing agency. “The ability to use IdentityLink to scale people-based targeting in search, particularly Google Customer Match, will dramatically increase the value of our client’s investment.”
Learn more on People-Based Search here.
LiveRamp customers who have done early testing of this people-based approach to search have seen a substantial increase in ROI by doubling click-through rates (CTR) from 2-3 percent to 5-7 percent and improving return on ad spend (ROAS) by almost 70 percent.
Does LiveRamp use AI/ML in people-based search?
Yes, according to Jeff. Jeff expounds, “Machine Learning is a must given the massive amounts of data that we ingest every second. LiveRamp algorithms are constantly incorporating new details about what we see in order to maintain IdentityLink’s scale and precision.”
“Our approach is to be as targeted and relevant as possible in our marketing. We focus on specific audiences in our display and social advertising, so applying this people-based approach to paid search was a natural progression,” said Lora Loesch, Director of Digital Finance and Paid Marketing, Finish Line. Lora adds, “By combining IdentityLink’s data append feature with Google Customer Match, we not only simplified execution, we’ve improved our CTRs and have seen a lift in our sales results.”
The Future of People-based search for Omnichannel Marketing
Jeff elucidates his insights about the future of people-based search. He says, “People-based search is the single most powerful use case I have ever seen – and marketers seem to be flocking to it.” He adds, “For the last decade, as display targeting has radically improved, marketers have been forced to make a choice: run ads that are contextually relevant (like search) or run ads that are targeted to the right person (like display). People-based search has eliminated the need to make this trade-off.”
Currently, LiveRamp offers identity resolution that is integrated throughout the digital ecosystem as a foundation for omnichannel marketing. IdentityLink transforms the technology platforms used by our clients into people-based marketing channels that improve the relevancy of marketing, and ultimately allow consumers to better connect with the brands and products they love.
*Read the full interview with Jeff Smith, CMO at LiveRamp next week at our TechBytes Series