Innovative Upgrade For Sa360 In 2024 Integrated Remarketing Of Social Ads
Management Summary
Optimize your advertising campaigns across different channels! In this article, learn how integrating Floodlight tracking and data-driven attribution models with SA360 helps you track and optimize conversions across social media, search, and display campaigns
Consolidate cross-channel performance
Measuring search, display, video and paid social across different systems is challenging. Not only does this lead to operational inefficiencies, but a fragmented view also leads to incomplete insights and inefficient media plans.
Companies often even work in silos and do not know what other departments are currently doing and to what extent their decisions influence their own campaigns. It is important to understand that every potential customer has multiple touchpoints across different channels with a product/service. With Floodlight tracking and a company-specific data-driven attribution model, conversions are distributed proportionately across these touchpoints.
Many people are probably aware that conversion attribution across search and programmatic campaigns is possible via Campaign Manager 360. The Floodlight Conversion Tag is configured in Campaign Manager and can be used for both programmatic and SA360 campaigns. In addition to the high time efficiency, this has the main advantage that each channel can be attributed its contribution to the conversion funnel and it becomes visible to us performance managers. This helps us understand how the channels work together and helps us with campaign and budget planning.
SA360 also offers the feature of connecting social ads campaigns. This means that the floodlights are also attributed via this channel and complex analyzes via Campaign Manager 360 show how the channels influence each other. Since this currently only provides reporting insights and does not yet offer additional benefits such as bidding strategies or budget management, some advertisers do not use this feature.
In the future, click-based remarketing campaigns can be created in both search and social campaigns. For example, users who have interacted with a social ad can be contacted again via search and vice versa. Remarketing based on view-through conversions is currently not possible in SA360. This means that advertisers can only retarget people who have clicked on a social media ad with an ad.
The new function enables advertisers to map conversions across search and video/display as well as Instagram or Facebook campaigns and to identify dependencies. This new feature offers immense opportunities for increased efficiency and gives advertisers a clear competitive advantage.
integration
There are 2 ways to easily integrate social campaigns into the interface:
- Direct Integration: Use Facebook Direct Integration if you don’t work with an integrated PMD partner. The customer workflow for linking the account and creating objects is similar to the search engine accounts. The advertiser takes over the import of Facebook performance data (set up sFTP folder).
- Use the PMD integration if you already work with an integrated PMD partner: Integrated PMD partners: 4C Insights, Smartly.io, Brand Networks and Sprinklr PMD. Advantages over direct integration: PMD handles the import of Facebook performance data.
Who is this useful for?
This feature is helpful for all companies that run ads via these channels and want to understand how they work together to take their campaigns to the next performance level.
For advertisers who already use SA360 and Floodlight tracking, there are no additional costs for connecting social campaigns. It is therefore highly recommended to integrate the campaigns and start looking at them holistically as soon as the function is available.
For companies that are not currently using SA360, they should find out whether this and the other options offered by the platform will help them scale their performance.
All advantages at a glance
Social attribution in SA360 offers a number of benefits to advertisers. Here’s how you can:
- Evaluate conversion paths including social and understand how
- Social media campaigns contribute to conversions.
- Use data from social media campaigns in search bidding to optimize your bids.
- Use cross-channel remarketing to re-engage people who have engaged with your social media campaigns.
- Automation: All data is in one interface, allowing for analytics & Reporting made easier.
- More efficient media plans: Identify dependencies and plan budgets based on performance.
Conclusion
So it remains the case that conversion data from social campaigns is attributed, but cannot be used for bidding or budget management. So that means these techniques are still happening in the separate worlds. Nevertheless, the integration is worthwhile in order to gain insights via reports and also to generate automated remarketing lists in the future and to automatically re-address website visitors via various channels.
