Cloud enterprise Salesforce has launched Advertising Studio, a new product that integrates with Google’s Customer Match API and enables brands to deploy “really targeted ads” on platforms such as search, social and YouTube.
Salesforce claims that Advertising Studio will provide publishers and marketers with a single view of all their relevant touch points, from email to web, social and sales, so they can coordinate channels and seamlessly deploy digital ads that dovetail with the customer journey. It says that this approach has a significant impact on reach and purchase intent for customers exposed to ads.
Advertising Studio will offer a range of new capabilities, including the ability to configure and deploy ads inside the Salesforce Marketing Cloud Journey Builder, build streamlined ad campaigns and capture leads automatically from Facebook ads. Users will also be able leverage Salesforce CRM data to improve their digital advertising across a number of leading platforms, including Facebook, Twitter and Google.
Targeting true prospects
In an official blog post, Salesforce Spokesperson Liam Doyle said that the integration with Google’s Customer Match API would allow marketers to save money on search ads by only targeting true prospects rather than existing customers. It would also empower marketers to reach their most valued customers at critical moments, such as when they are searching for products from competitors or watching content on social platforms.
Doyle added: “The ability to reach important customers (i.e., email openers from the last seven days, loyalty card holders, or recent purchasers of a product) and people similar to them, allows for more powerful and relevant advertising across the board. And now, investments in search engine marketing can be better coordinated with the rest of the customer journey.”
The integrations with Google should be particularly useful for brands, as they will be able to make use of first-party data to better serve customers with specific ads on Google properties such as Gmail, YouTube and search engine listings.
Salesforce announced Advertising Studio on Tuesday alongside the release of Marketing Cloud Lightning, which promises to offer better analytics and an improved user experience for developers and marketers. Salesforce has also launched its first Marketing Cloud app in order to provide users with the ability to track the performance of content campaigns and customer journeys while on the go.