Marketo Minutes: Increate results using Social Media Ads powered with Marketo Data
Your Quick Wins
- Anyone can create an ad account and buy advertising on social media sites like LinkedIn and Facebook. It’s a blessing and a curse because you’re competing with anyone and everyone who wants to advertise to the same audiences as you.
- However, if you add your Marketo data to your Ad Manager tools, you’ll have the benefit of targeting customers who are already further along in the buying process. Plus, you’ll avoid paying to advertise to people who just aren’t interested!
- One catch is you’ll need to refresh these connections every so often (usually yearly) because of security policies from the social media networks.
Details
Among Marketo’s many capabilities are the ability to connect your Person Data into LinkedIn, Facebook, and Google Advertising. This is done through Marketo Ad Bridge. The communication between the two marketing tools runs in both directions:
- Marketo to Social Media: Marketo can send particular segments of your marketing database into a Custom Audience within your Social Media platform
- Social Media to Marketo: Both Facebook and LinkedIn have advertising options with forms that can be connected directly to Marketo without the ad viewer having to visit a landing page to raise their hands
So here’s a better way to get better results from your Marketo Ad Bridge connection:
Anyone can advertise on Social Media, but you can really increase your results by using your Marketo data with your advertising
Ad Bridge Best Practices
So here’s a better way to get better results from your Marketo Ad Bridge connection:
- Review how your Marketo instance manages different prospective buyers along their customer journey. Are you using Salesforce Opportunities or perhaps an Marketo Person Field to track MQL Status? Or maybe you’re using a Revenue Stage in Revenue Cycle Analytics (aka: Marketo Advanced Reporting these days)
- Then create suitable Custom Audiences in your LinkedIn Campaigns or Facebook Ad Manager platforms that match those points along the journey (e.g. Middle of Funnel Buyers or MQL Leads)
- Using the appropriate Custom Audiences within an Ad Set to offer some kind of personalization with a group of creative Ads in your platform (e.g. Provide a unique Call to Action or a set type of Gated Content)
Your Ad platform give you a greater sense of reporting and also adds in new targeting variables like Geolocation that you can pass back to Marketo through querystrings or a first party cookie. But that’s a topic for another blog post. For now, focus on increasing the response rates from your Paid Social Media using Marketo Ad Bridge.
Oh, and if you’d like to see a demonstration, please feel free to watch this Marketo Minutes video below or give us a call for a quick conversation:
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