The company says its platform is the first to offer Facebook alongside search and display ad management functionality.
Online ad management firm Efficient Frontier has announced the integration of Facebook with its platform, adding to its existing offerings for search and display media. The company says the inclusion will enable advertisers to plan and optimize Facebook ad campaigns alongside their existing search and display efforts, allowing easy campaign optimization and reporting, as well as improved attribution metrics.
"Because we have an integrated platform we can see how Facebook ads interact with those in search and display," said Justin Merickel, VP of marketing for the Sunnyvale, CA, firm. According to Merickel, trials of the platform have already revealed significant overlap between ads on the social network and ads on search engines. "People who click through on Facebook ads but don't purchase will often go back and search later. We can report that information, and enable advertisers to act on it," he said.
In addition, data from marketers' search and display ad campaigns will help inform audience targeting parameters for Facebook.com ads, as well as optimizing bid prices for ad placements across the site. "Based on the data in the platform, we can model the potential of Facebook, simulate its performance, and make recommendations," said Merickel, while stating that the platform can also distribute budgets between channels automatically, based on performance, if its customers want. "Our clients want Facebook to work for them, but also want to understand the interactions between channels," he said.
The platform also allows marketers to create scalable campaigns with ease, Merickel said, by building out targeting parameters for Facebook ads automatically.
A number of third parties have already integrated Facebook into ad platforms, including competing search ad management providers such as Marin Software, which announced the functionality in August. Thanks to the introduction of real-time display advertising features earlier this year, however, Efficient Frontier claims its platform is the first to offer Facebook ads alongside both search and display.
Efficient Frontier has already conducted trials of the new integration with some of its existing customers, including online textbook rental service Chegg. Merickel said demand from clients for Facebook ad management has been "huge."
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT