LiveRamp Launches People-Based Search for Omnichannel Marketers
June 07 2017 - 8:30AM
Business Wire
Enhances marketers’ ability to leverage CRM
data in Google Customer Match
LiveRamp™, an Acxiom® company and leading provider of
omnichannel identity resolution, today announced the addition of
targeting for people-based search to its IdentityLink™ platform.
The addition complements LiveRamp’s strength in people-based
targeting for display, allowing marketers to better coordinate
efforts across these channels and deliver more engaging and
personally relevant advertising to customers.
Consumer intent is inherently expressed in search, making it a
favored channel for marketers. Search has suffered, however, from
the lack of audience targeting precision available at scale in
display channels. With IdentityLink, marketers can now apply
precision targeting broadly across search channels in coordination
with their display efforts. For marketers using Google Customer
Match, they have the added benefit of dramatically extending the
people-based reach of their programs with IdentityLink’s new data
append feature.
“Leveraging customer data in SEM initiatives dramatically
improves click-through rates, but only a fraction of CRM data can
be activated in search channels,” said Pat Hayden, director of paid
search at Elite SEM, a performance-driven digital marketing agency.
“The ability to use IdentityLink to scale people-based targeting in
search, particularly Google Customer Match, will dramatically
increase the value of our client’s investment.”
LiveRamp customers who have done early testing of this
people-based approach to search have seen a substantial increase in
ROI by doubling click-through rates (CTR) from 2-3 percent to 5-7
percent, and improving return on ad spend (ROAS) by almost 70
percent.
Marketers who pair Google Customer Match with IdentityLink’s new
data append feature can further improve their ROI by
deterministically matching more of their customer relationship
management (CRM) audience to their search campaigns. Marketers
leveraging this feature are able to target up to six times more
customers than by using Customer Match alone.
“Our approach is to be as targeted and relevant as possible in
our marketing. We focus on specific audiences in our display and
social advertising, so applying this people-based approach to paid
search was a natural progression,” said Lora Loesch, director of
digital finance and paid marketing, Finish Line. “By combining
IdentityLink’s data append feature with Google Customer Match, we
not only simplified execution, we’ve improved our CTRs and have
seen a lift in our sales results.”
In keeping with LiveRamp’s overall commitment to privacy and
security as an Acxiom SafeHaven® environment, IdentityLink
customers who activate audiences in Google Customer Match are also
assured that their audience’s personally identifiable information
(PII) is securely processed and converted into a privacy-compliant
anonymous form for activation in the digital environment.
“People-based search is the single most powerful use case I have
ever seen – and marketers seem to be flocking to it,” said Jeff
Smith, LiveRamp chief marketing officer. “For the last decade, as
display targeting has radically improved, marketers have been
forced to make a choice: run ads that are contextually relevant
(like search), or run ads that are targeted to the right person
(like display). People-based search has eliminated the need to make
this trade-off.”
To learn more, visit www.liveramp.com/people-based-search.
Register here for an upcoming SearchEngineLand webinar on
people-based search.
About LiveRamp
LiveRamp offers brands and the companies they work with identity
resolution that is integrated throughout the digital ecosystem, and
provides the foundation for omnichannel marketing. IdentityLink
transforms the technology platforms used by our clients into
people-based marketing channels that improve the relevancy of
marketing, and ultimately allow consumers to better connect with
the brands and products they love. LiveRamp is an Acxiom company
(Nasdaq: ACXM), delivering privacy-safe solutions to market and
honoring the best practices of leading associations including the
Digital Advertising Alliance's (DAA) ICON and App Choices programs.
For more information, visit http://www.liveramp.com.
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version on businesswire.com: http://www.businesswire.com/news/home/20170607005472/en/
For LiveRampAlyssa Niemiec,
619-234-0345liveramp@havasformula.com
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