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url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div data-rocket-location-hash="b4d58d7e7fd8b45b2c5dc879cde7eb3f" class="mwd-blogPost flex breadcrumb"> <div data-rocket-location-hash="0841f15ebf099eeaba6f2c7f735d0671" class="container"> <span class="parent"> <a href="https://e-dialog.group/ch/blog/" title="Blog">Blog</a> </span> <span class="arrow">></span> <span class="category">Search Engine Advertising (SEA)</span> <span class="arrow">></span> <span class="child">Innovatives Upgrade für SA360 in 2024: Integriertes Remarketing von Social Ads</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2024/04/blog-2023-02ff-27-1024x685.jpg" data-rocket-location-hash="b4fda97bb98af345dc4bfceb91506546" class="mwd-blogPost flex header rocket-lazyload" style=""><div data-rocket-location-hash="ca23f7c07336b7cf8c7766d2ffffc9d9" class="container"><h1>Innovatives Upgrade für SA360 in 2024: Integriertes Remarketing von Social Ads</h1><p class="author">von Nina Bergkemper</p></div></div><div data-rocket-location-hash="5ba37d1761429b8aa4a845fb1ec6d187" class="mwd-blogPost flex metabox space-top space-bottom"><div data-rocket-location-hash="04b24f2a01e05ca636ff58e62299aa1e" class="container"><div data-rocket-location-hash="1572ce06debb49357e5111f58a6037a3" class="col"><div class="metabox-holder"><div class="date">15. April 2024</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 3</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Das neue Feature in SA360 ermöglicht eine nahtlose Integration von Social Ads, wodurch Werbetreibende von einer ganzheitlichen Sicht auf ihre Kampagnen profitieren. Durch die automatische Zielgruppenerstellung können klickbasierte Remarketing-Kampagnen sowohl in Search- als auch in Social-Kanälen erstellt werden. Dies bietet Vorteile wie die Auswertung von Conversion-Pfaden, die Verwendung von Social-Daten zur Gebotsoptimierung und Cross-Channel Remarketing. Die Integration ist einfach und kostengünstig für bestehende SA360-Nutzer, und sie unterstützt Unternehmen dabei, ihre Performance über verschiedene Kanäle hinweg zu steigern.</p></div></div><div data-rocket-location-hash="4ba29acbbfca62c6f947577f2c748b2d" class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">Search Engine Advertising (SEA)</div><p><p>Als zertifizierter Google Ads Premier Partner helfen wir Ihnen das meiste aus Ihren Kampagnen im Such- und Display-Netzwerk, Google Shopping, in Apps und auf YouTube herauszuholen.</p> </p><a href="/ch/bessere-kampagnen/#search-shopping" class="btn btn--space-top">Mehr Erfahren</a></div><div id="wobble"></div></div></div></div></div><div data-rocket-location-hash="b49efa3be72975323cf1dd9c201b9509" class="mwd-blogPost flex content space-top space-bottom"><div data-rocket-location-hash="68e122c6b23b4519e49c5a2a57b5f054" class="container"> <div data-rocket-location-hash="4138ca91ac40d7ee8276f02492cc7853" data-elementor-type="wp-post" data-elementor-id="58124" class="elementor elementor-58124 elementor-58075" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-03f11ef elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="03f11ef" data-element_type="section"> <div data-rocket-location-hash="7be7f7b3bdaf5cf3a88dc1de741ecbc4" class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8c7bbbf" data-id="8c7bbbf" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-15ce58d elementor-widget elementor-widget-text-editor" data-id="15ce58d" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Optimieren Sie Ihre Werbekampagnen über verschiedene Kanäle hinweg! In diesem Artikel erfahren Sie, wie die Integration von Floodlight-Tracking und Data-Driven-Attributionsmodellen in SA360 Ihnen hilft, Conversions über Social-Media-, Such- und Display-Kampagnen zu verfolgen und zu optimieren</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-5121e730 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="5121e730" data-element_type="section"> <div data-rocket-location-hash="622b83862fb0da48894e4bb84c0639b6" class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4b5d7f65" data-id="4b5d7f65" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-2a05505e elementor-widget elementor-widget-heading" data-id="2a05505e" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Kanalübergreifende Performance zusammenführen</h2> </div> </div> <div class="elementor-element elementor-element-56b8c936 elementor-widget elementor-widget-text-editor" data-id="56b8c936" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Die Messung von Suche, Display, Video und Paid Social in verschiedenen Systemen ist eine Herausforderung. Dies führt nicht nur zu operativen Ineffizienzen, sondern eine fragmentierte Sichtweise führt auch zu unvollständigen Erkenntnissen und ineffizienten Medienplänen.</p><p>Häufig arbeiten Unternehmen sogar in Silos und wissen nicht, was die anderen Abteilungen gerade machen und inwieweit deren Entscheidungen Einfluss auf die eigenen Kampagnen nehmen. Es ist wichtig zu verstehen, dass jeder potentielle Kunde mehrere Touchpoints über verschiedene Kanäle mit einem/r Produkt/Dienstleistung hat. Mit Floodlight-Tracking und einem unternehmensspezifischen Data-Driven-Attributionsmodell werden Conversions anteilig über diese Touchpoints aufgeteilt.</p><p>Dass die Conversion-Attribution über Search und Programmatic-Kampagnen hinweg via Campaign Manager 360 möglich ist, dürfte vielen bekannt sein. Der Floodlight Conversion Tag wird im Campaign Manager konfiguriert und kann sowohl für Programmatic- als auch SA360-Kampagnen verwendet werden. Neben der hohen zeitlichen Effizienz, hat dies vor allem den Vorteil, dass jedem Kanal sein Beitrag im Conversion-Funnel zugeschrieben werden kann und es für uns Performance Manager*innen sichtbar wird. Dies unterstützt uns dabei zu verstehen, wie die Kanäle zusammen funktionieren und hilft uns bei der Kampagnen- und Budgetplanung. </p><p>SA360 bietet ebenfalls das Feature an, Social Ads Kampagnen anzubinden. Damit werden die Floodlights ebenfalls über diesen Kanal attribuiert und komplexe Analysen über den Campaign Manager 360 zeigen, wie die Kanäle sich gegenseitig beeinflussen. Da dies bisher nur Reporting-Einblicke gewährt und noch keine zusätzlichen Vorteile wie Gebotsstrategien oder Budgetmanagement bietet, nutzen einige Advertiser dieses Feature nicht.</p><p>Zukünftig können klickbasierte Remarketing-Kampagnen sowohl in Search- also auch Social-Kampagnen erstellt werden. Bspw. können User, die mit einer Social Ad interagiert haben, über Search noch einmal angesprochen werden und anders herum. Aktuell ist Remarketing auf Basis von View-Through Conversions in SA360 noch nicht möglich. Dies bedeutet, dass Werbetreibende nur Personen, die auf eine Social-Media-Anzeige geklickt haben, erneut mit einer Anzeige ansprechen können.</p><p>Die neue Funktion ermöglicht Advertisern, Conversions sowohl über Search und Video/Display als auch Instagram oder Facebook-Kampagnen abzubilden und Abhängigkeiten zu identifizieren. Dieses neue Feature bietet immense Chancen für eine Effizienzsteigerung und verschafft Werbetreibenden einen klaren Wettbewerbsvorteil.</p> </div> </div> <div class="elementor-element elementor-element-47f4c78 elementor-widget elementor-widget-heading" data-id="47f4c78" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Integration </h3> </div> </div> <div class="elementor-element elementor-element-4daaea4 elementor-widget elementor-widget-text-editor" data-id="4daaea4" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Es gibt 2 Möglichkeiten die Social Kampagnen leicht im Interface zu integrieren:</p><ol><li>Direkte Integration: Verwenden Sie die Facebook-Direktintegration, wenn Sie nicht mit einem integrierten PMD-Partner zusammenarbeiten. Der Kunden-Workflow zur Verknüpfung des Kontos und zur Erstellung von Objekten ist ähnlich wie bei den Suchmaschinenkonten. Der Anzeigenkunde übernimmt den Import von Facebook-Leistungsdaten (sFTP-Ordner einrichten).</li><li>Nutzen Sie die PMD-Integration, wenn Sie bereits mit einem integrierten PMD-Partner zusammenarbeiten: Integrierte PMD-Partner: 4C Insights, Smartly.io, Brand Networks und Sprinklr PMD. Vorteile gegenüber direkter Integration: PMD übernimmt den Import von Facebook-Leistungsdaten.</li></ol> </div> </div> <div class="elementor-element elementor-element-fb868ef elementor-widget elementor-widget-heading" data-id="fb868ef" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Für wen ist das nützlich?</h3> </div> </div> <div class="elementor-element elementor-element-f3110ca elementor-widget elementor-widget-text-editor" data-id="f3110ca" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Dieses Feature ist hilfreich für alle Unternehmen, die über die genannten Kanäle Anzeigen schalten und verstehen möchten, wie diese zusammenspielen, um ihre Kampagnen auf das nächste Performance Level zu bringen.</p><p>Für Werbetreibende, die bereits SA360 und Floodlight Tracking nutzen, entstehen keine zusätzliche Kosten für die Anbindung von Social Kampagnen. Daher ist es unbedingt zu empfehlen, sobald die Funktion verfügbar ist, die Kampagnen zu integrieren und mit der ganzheitlichen Betrachtung zu starten.</p><p>Für Unternehmen, die aktuell noch kein SA360 im Einsatz haben, sollten sie sich informieren, ob diese und die anderen Möglichkeiten von der Plattform ihnen dabei hilft, ihre Performance zu skalieren.</p> </div> </div> <div class="elementor-element elementor-element-fa3b067 elementor-widget elementor-widget-heading" data-id="fa3b067" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Alle Vorteile auf einen Blick</h3> </div> </div> <div class="elementor-element elementor-element-c555174 elementor-widget elementor-widget-text-editor" data-id="c555174" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Die Social Attribution in SA360 bietet Werbetreibenden eine Reihe von Vorteilen. So können sie:</p><ul><li>Conversion-Pfade inkl. Social auswerten und so verstehen, wie</li><li>Social-Media-Kampagnen zu Conversions beitragen.</li><li>Daten aus Social-Media-Kampagnen im Search-Bidding verwenden, um ihre Gebote zu optimieren.</li><li>Cross-Channel Remarketing nutzen, um Personen, die mit ihren Social-Media-Kampagnen interagiert haben, erneut zu erreichen.</li><li>Automatisierung: Alle Daten befinden sich in einer Benutzeroberfläche, was Analysen & Reportings erleichtert.</li><li>Effizientere Medienpläne: Abhängigkeiten erkennen und Budget performancebasiert einplanen.</li></ul> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-690e927 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="690e927" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c41b035" data-id="c41b035" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-7a7279a elementor-widget elementor-widget-heading" data-id="7a7279a" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Fazit</h2> </div> </div> <div class="elementor-element elementor-element-0faea56 elementor-widget elementor-widget-text-editor" data-id="0faea56" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Es bleibt also weiterhin so, dass Conversion-Daten von Social-Kampagnen zwar attribuiert werden, diese aber nicht zum Bidding- oder Budget-Management verwendet werden können. Das bedeutet also, dass diese Techniken nach wie vor in den separaten Welten passieren. Dennoch lohnt sich die Integration, um über Reports, Insights zu gewinnen und zusätzlich zukünftig automatisierte Remarketing-Listen zu generieren und Websitenbesucher automatisiert über verschiedene Kanäle erneut anzusprechen.</p> </div> </div> <div class="elementor-element elementor-element-6714067 elementor-widget elementor-widget-text-editor" data-id="6714067" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <h3>Gerne beraten und unterstützen wir Sie bei der Implementierung von SA360. Sie können uns jederzeit unter <a href="mailto:kontakt@e-dialog.at">kontakt@e-dialog.at</a> erreichen. </h3> </div> </div> </div> </div> </div> </section> </div> </div></div><div data-rocket-location-hash="ddfa30e7b85577acd84410f15654357f" class="mwd-blogPost flex call-to-action space-top space-bottom"><div data-rocket-location-hash="f9357140ee36883ea6064de5d7279a99" class="container"><div data-rocket-location-hash="b0ba8a09814c8228efb38942e632ca71" class="call-to-action-inner"><span class="lead">Kampagne anfragen</span><div class="call-to-action-inner-title">Bereit für Ihr neues Projekt?</div><p>Wir freuen uns auf Ihre Anfrage und beraten Sie gerne unverbindlich! 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src="https://e-dialog.group/wp-content/uploads/2024/04/anzeigenanpassungen-768x412.jpg" class="attachment-medium_large size-medium_large wp-post-image" alt="Google Ads Anzeigenanpassungen" decoding="async" srcset="https://e-dialog.group/wp-content/uploads/2024/04/anzeigenanpassungen-768x412.jpg 768w, https://e-dialog.group/wp-content/uploads/2024/04/anzeigenanpassungen-300x161.jpg 300w, https://e-dialog.group/wp-content/uploads/2024/04/anzeigenanpassungen-1024x549.jpg 1024w, https://e-dialog.group/wp-content/uploads/2024/04/anzeigenanpassungen-1536x824.jpg 1536w, https://e-dialog.group/wp-content/uploads/2024/04/anzeigenanpassungen-2048x1098.jpg 2048w, https://e-dialog.group/wp-content/uploads/2024/04/anzeigenanpassungen-1175x630.jpg 1175w" sizes="(max-width: 768px) 100vw, 768px" /></noscript> </div> <div class="c-post-types__entry-badge c-post-types__entry-badge--category"> Search Engine Advertising (SEA) </div> </a> <div class="c-post-types__entry-text"> <h3 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wp-post-image" alt="Google Ads: Discovery wird zu Demand Gen - Das ändert sich jetzt" decoding="async" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2023/10/demand-gen-kampagnen-google-ads-768x412.jpg 768w, https://e-dialog.group/wp-content/uploads/2023/10/demand-gen-kampagnen-google-ads-300x161.jpg 300w, https://e-dialog.group/wp-content/uploads/2023/10/demand-gen-kampagnen-google-ads-1024x549.jpg 1024w, https://e-dialog.group/wp-content/uploads/2023/10/demand-gen-kampagnen-google-ads-1536x824.jpg 1536w, https://e-dialog.group/wp-content/uploads/2023/10/demand-gen-kampagnen-google-ads-2048x1098.jpg 2048w, https://e-dialog.group/wp-content/uploads/2023/10/demand-gen-kampagnen-google-ads-1175x630.jpg 1175w" data-lazy-sizes="(max-width: 768px) 100vw, 768px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2023/10/demand-gen-kampagnen-google-ads-768x412.jpg" /><noscript><img width="768" height="412" 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