How do you integrate Eloqua with Google, Facebook and YouTube? What new automation and specific benefits does this unlock?
For marketers, the question isn’t whether these channels work, you already know they do. The question is how can automation & new skillsdrive up lead acquisition, shorten sales cycles, and reduce the cost-per-sale.
Specifically – when we optimize PPC advertising there are two goals:
· Scale it up: find more opportunities; enabling us to show more high-converting adverts while maintaining ROI
· Reduce the cost: eliminate waste dad-impressions through smarter audiences, driving our CPC/CPA (cost per click& cost per action) down
This article assumes you’ve already done the basics: testing different headlines, optimizing landing-pages, etc. This is all about going beyond this using Eloqua to drive automated smart-audiences.
Why Facebook and Google?
Paid search and paid social, although independently very sophisticated marketing channels, when combined can be very powerful.
Facebook has an incredible 2.4billion active users which roughly accounts for 80% of all internet users. Of all its users, 74% of use the site daily, making it the most popular social networking site, used by an extensive range of demographics in the consumer market. It’s no surprise therefore that 93% of marketers use Facebook advertising regularly. Instagram, Facebook’s subsidiary company, is also one of the fastest growing social networks with over 1 billion daily users. It’s means of connecting a vast audience solely through visual elements has resulted in marketers racing to capitalize on its immense growth.
Google, the most used website in the world, has over 3.5 billion daily interactions.
According to Google, advertisers make $8 for every $1 they spend on Google Ads, which makes it an incredible advertising channel.
That’s deceptive though –because the real reason you should use Google Ads is YouTube (which was purchased by Google in 2006). We watch a billion hours of YouTube video every day!
It is now the second most popular social media channel and with 18-49-year-olds spending 4% less time watching TV while increasing their watch-time on YouTube by 49%.Think about it – combining such a huge platform with Eloqua-driven audiences is like being able to show specific TV adverts to specific people based upon where they are in the buyer-journey.
OK, you get it. It’s a big deal. But how does ad-targeting even work?
These platforms let you upload lists of audiences, to specify exactly which people should see which ad. In other words, you can drive hyper-specific targeting, and only advertise to the people with the absolute highest chance of converting.
With such a vast audience and incredible opportunity, the question becomes how to utilize this. TheROI of custom-audiences puts it in the “essential” column, but there is a significant downside.
The problem is the operational complexity. To utilize this –you would need to pull data from various audiences and systems and upload them at least daily to each platform. Then you have to repeat this for every single audience (and advanced companies are using many different audiences).
Manual-synchs work for small one-off campaigns but they simply do not scale. Advanced marketers want to create dozens or even hundreds of audiences and sync them constantly. This is simply not possible with a manual process.
Let’s build on Eloqua’s strengths
Clearly there is a better way. Eloqua is already incredibly strong at segmentation, and building always-on campaigns which deliver 1:1journeys. Using Eloqua’s advanced tools, we can be much more ambitious in developing our campaigns, deliver to a much larger audience and fully automate the process – so we only have to set each advert and audience up once and the system will keep things perfectly in sync.
How does this work?
Successful ad targeting allows you to sell more (by delivering relevant content to the right people in the right sequence and at the right time) AND dramatically reduce the cost-per-click (by showing ONLY relevant ads to relevant people at the right time in the sales funnel).
This article shows some examples which demonstrate this. We start simple and work our way up.
Automatic ad-targeting with Eloqua
This simple example shows a campaign setup which targetsFacebook/Instagram and Google/YouTube ads – direct from Eloqua. Whenever contacts appear in the segment, they get automatically synched to the advertising target-lists. (Not just segments – you can use any of the campaign automation & targeting features of Eloqua).
Simply log into your advertising account, and the audience will be there ready to select. This audience will be continuously updated as new contacts flow through your Eloqua campaign step.
Here’s how to get started:
1. Place the Google or Facebook ad-targeting steps onto your campaign.
2. Click the step to configure.
Matching uses email and mobile together where possible for the highest possible match-rates. What this means is that eitherthe mobile or email can be linked to a profile, the ad-targeting will succeed.
More Advanced Example: Dynamic Timing
This example features a more advanced pattern, which starts advertising to all contacts that flow through the campaign, but then stops the advert once the contact buys OR after a set duration. The ability to set exact timing-windows can significantly reduce your costs and therefore increase advertising ROI.
The key to this diagram is the evaluation period which lets us control the timing whilst simultaneously cutting advertising costs by filtering/removing those who have already made a purchase.
· This starts with an always-on segment, so you set it once and it keeps synching as new contacts meet the targeting criteria
· Contacts are automatically added to an ad target-audience
· The decision step monitors to see if they bought (re-checking every 30 mins)
· Once they buy OR after the maximum time is reached, they are moved to the second step which stops the advert for that specific contact
Let’s get super specific: A highly targeted campaign
Our previous campaign example showed you the basics. But how would you connect these ideas together into a buyer-journey?
In this example, we built something really cool. Eloqua’s tools enable us to create highly personalised campaigns with custom paths. This automation gives us personalization at scale.
This is a full example ad-targeting user-journey for a webinar.
There are 3 major sections:
1. The Invite: We invite people to a webinar– sending an email and starting adverts on their Facebook feed and YouTube watch sessions. We use advanced-automation to stop these adverts once somebody registers.
2. The Last Chance: People who don’t register in the expected period will see a different “last chance” advert on both platforms.This is useful as people see the advertising/messaging change, this will help create urgency/action
3. The Replay: After people register, we will check whether they actually attended. If not, we can expect an extremely high click-through by sending them a targeted advert to watch the replay of the session they wanted to attend but missed
· This starts with an always-on segment, so you set it once and it keeps synching new target contacts
· Contacts are automatically added to an ad target-audience
· The target audience is sent an invitation email for the webinar, Facebook/Instagram andGoogle/YouTube ads used simultaneously with the aim to maximise webinar registrations
· The decision step monitors to see if they have registered (re-checking every 30mins)
· Once they register OR after the maximum time is reached (in this case 2 weeks), they are moved to the second step
· If registered, a confirmation email is sent, and the advert is stopped
The Last Chance Advert:
· If not yet registered, a ‘Last chance to register’ email is sent, and the advert is changed; stopping the old advert and starting the new “Last Chance” adverts
· The last chance advert is stopped either once they register, or after 3 more days (this targeting-period is authentic to the urgency-based message)
· Once the webinar has concluded, another decision step monitors who attended
· If they did attend, the advert is stopped completely
· If they did not attend, contacts are sent a followup email with the webinar replay. Facebook and Google ads are used simultaneously to show a very targeted & compelling message (here is the replay of the webinar you wanted but missed)
· Another decision step monitors who watched the replay, to stop the advert as soon as they watch OR after 7 days
Start your campaign
You already knew how big this opportunity is.
Hopefully this article has given you an idea how to start implementing an automatic audience synchronization strategy. These examples show how incredibly easy it is tap into a very specific segment of your audience to create highly targeted, successful ad campaigns using Eloqua.
Our Facebook ad targeting and Google ad-targeting Eloqua extensions make it incredibly easy to add these channels to your campaigns.
The nextstep is simple. Start by booking a live demo with one of our Eloqua experts here
1. Click the above link
2. You will see a list of available time-slots.Choose whichever is most convenient
3. During the meeting you will see the tools, and get advice and help planning your strategy and next-steps.