• 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