Salesforce Marketing Cloud Advertising Studio helps marketers boost their email marketing goals with advertising, in a number of ways. For example, you can find new prospects with lookalikes; re-engage inactive users within the customer journey across digital advertising.
Ad campaigns that don’t factor in customer activity, such as purchases, are more likely to reach the wrong audience. Advertising Studio help you address this and lets you use first-party CRM data to advertise on Facebook, Google, Twitter, and other ad networks. As such, Advertising Audiences can help you to significantly reduce your overall advertising costs.
HOW DOES IT WORK?
An advertising audience is a group of consumers who have something in common. Use this to your advantage: leverage the profiles of your existing ‘top purchasing customers’ ( look-alike “seed” audience) to find look-alike contacts on Facebook. Then, combine Facebook ads and a lead capture form, e.g. for a newsletter, and you can find new customers. Use the ‘exclusion audience’- feature to tell Facebook who the current subscribers are, so that it can suppress the lead capture form for those contacts. Because your resulting target audience is highly qualified, you’re likely to get a better ROI on your advertising spend.
Our Involvement with Advertising Studio over the years
If you want to see this discussed live on video, back in 2017, I featured Salesforce Marketing Cloud Advertising Studio at our London Marketing Cloud User Group meet-up. The inspiration of this topic was from one of my Salesforce Marketing Cloud client engagements.
Recently, a subscription-based financial services industry company had to find another way to target customers other than by email. It was important, especially with GDPR being around the corner. Salesforce Marketing Cloud Advertising Studio came in focus.
Salesforce Marketing Cloud Advertising Studio
In this session, I invited Ashley Brender (Media Measurement) to demo the use cases for Advertising Audience Builder and Advertising Studio. Ashley spent a decade in digital advertising. The last 6 years he worked for / with Salesforce on their advertising products. I had the personal pleasure of working with Ashley at a client site. This prompted me invite him to talk in front of our Marketing Cloud user group.
Following Ashley’s demo of Salesforce marketing cloud advertising studio, I hosted a fireside chat where the audience could quiz both myself and Ashley. A “new” tradition. In this chat, we tackled CMO’s most pressing questions and how Salesforce Advertising Studio helps address these.
GDPR & Advertising Studio
We addressed how to leverage Customer Data as well as Social Data.
Some companies may now be faced with the realisation of unusable, un-sendable emails. For example, if you have a subscription-based business, why not target your customers with Google PPC and Facebook Ads? Repeat customers are much easier to sign on than new customers!
Jimson’s Marketing Cloud Fireside Chat & Ashley’s Salesforce Marketing Cloud Advertising Studio – on Video
If no video pops up here, see https://player.vimeo.com/video/240154223. Click on the little square in the corner to enable full screen.
Salesforce Marketing Cloud Advertising Studio was launched about 1.5 years ago. It allows companies to integrate with Google’s Customer Match API. This enables brands to deploy ‘really targeted ads’. Particularly on the search and social platforms from Google (search, Youtube, etc.) and Facebook (Facebook pages, Instagram, etc.).
Many thanks to Ed Akinwale from Claremont for organising the venue and catering. And a big ‘Thank you’ to Ashley for his wonderful talk.