Kenshoo, a provider of predictive media optimization technology, announced the beta release of its newest digital marketing targeting solution, Intent-Driven Audiences (IDA). IDA matches clicks on search engine ads to audiences on Facebook in real-time. This allows marketers to show ads to consumers that have searched for specific keywords and also use Facebook's targeting capabilities.
Kenshoo IDA gives marketers access to Facebook's entire ad inventory, including mobile, as well as Facebook's advanced filtering capabilities to further refine targeting on top of consumer search intent data. The results of this proprietary approach may include lower cost-per-click (CPC) and higher return on investment (ROI) for Facebook ads while improving search engine marketing (SEM) campaigns.