Adobe Advertising Cloud Search Announces New Integrations with Microsoft Bing
Adobe Advertising Cloud is excited to announce new integrations with Microsoft Bing
by Pete Kluge
posted on 11-15-2017
Adobe Advertising Cloud is excited to announce new integrations with Microsoft Bing. Adobe Advertising Cloud Search, the company’s search advertising solution, now offers three new enhancements to bid management and optimization of Bing search inventory, deepening the relationship between the two platforms. New capabilities include:
- Retargeting Lists for Search Ads (RLSA)
- Custom Audiences
- Dynamic Search Ads (DSA)
Let’s take a closer look at what each of these means for Advertising Cloud Search clients.
RLSA’s improve performance and deliver more relevant ads.
Advertising has always been about reaching the right audience with the relevant message for that moment. Data-driven audience targeting is one of the foundational components of digital advertising, with custom audience segments deployable across nearly every channel and format, from online display and video all the way to more traditional offline marketing mediums.
Users that initiate a search demonstrate a strong intent with their actions, often searching for a product that they want to research for eventual purchase – a powerful signal, especially for online retailers. Now, Advertising Cloud Search advertisers can segment users for audience targeting to improve ad performance and personalization.
First, the advertiser builds an audience of users that have visited the advertiser’s site and expressed intent by their actions, like visiting product pages, putting an item in an online shopping cart, etc. If the user doesn’t convert the first time and then they later search for the same (or a related) product, an advertiser can now target and/or adjust bids for those users, allowing for personalized messaging and landing page experiences.
“RLSA’s are a compelling solution for improving performance on digital’s most tried-and-true channel, search,” explains Suman Basetty, senior director of product management, Adobe Advertising Cloud “We are thrilled to bolster Advertising Cloud Search platform to include RLSA’s for Bing audiences.”
With Advertising Cloud Search, advertisers can set bid modifiers for specific audiences and leverage portfolio optimization algorithms, giving marketers extra control and providing them the best chance to reach those valuable users and drive lift in performance. Advertising Cloud Search forecasting models predict campaign performance for audience-targeted search campaigns, including RLSA campaigns, and simulations allow advertisers to quickly action the best and most profitable options.
Why do RLSA’s matter? Nearly 74% of people abandon their online shopping cart before checking out! Marketers get a second chance to drive a conversion by using Advertising Cloud Search to optimize search bids by targeting RLSA audiences.
Bing custom audiences managed in advertising cloud search.
The integration builds on an existing integration between Bing and Adobe Audience Manager, the data management platform (DMP) within Adobe Analytics Cloud. Custom Audiences lets Bing search advertisers leverage audience segments ported from Adobe Audience Manager. These segments can now be managed in Advertising Cloud Search, completing the end-to-end workflow. Traits like purchase history, time since purchase, and URL-level page visitation can be used to inform and build rich audience segments that can be shared with both Bing and Advertising Cloud for targeting. These segments are synched via server-to-server integration for real-time segment population updates, giving marketers the most accurate representation of their target audience possible. Soon, Advertising Cloud Search will offer algorithmic bid optimization based on Bing RLSA audiences as well.
Importantly, these audience segments can be targeted and used to adjust search keyword bids similar to RLSA audiences, and customize messaging and landing page experiences based on previous actions and site activity.
“We’re excited to build upon our partnership with Adobe to deliver even more enhanced audience tools and features for our mutual customers,” said Brian Utter, general manager, Network and Demand Management, Microsoft. “These tools will allow marketers to reach the right audience at the right time. We will continue to work together to provide advertisers with the best possible tools for success.”
Automatically target relevant search terms using Bing DSAs and Adobe Advertising Cloud
Dynamic Search Ads (DSA) are a great tool to complement existing search campaigns. DSA campaigns use an advertiser’s website and subdomains (specific pages, page categories, etc.) to dynamically create personalized ad copy in headlines and on landing pages and serves the ad when relevant search keywords are used. DSA’s allow advertisers to better monetize long-tail keywords as well as keywords that they have not seen before in addition to improving responsiveness to rapidly changing website content.
Advertising Cloud Search’s integration lets advertisers manage Bing DSA campaigns along their other search campaigns from within a single platform, improving efficiency and simplifying tracking.
Comprehensive Search Management and Optimization with Adobe Advertising Cloud
Adobe and Bing are focused on driving the best performance for our mutual customers and will continue to partner on innovations that drive optimal results for search advertisers.
Adobe Advertising Cloud Search offers the most comprehensive cross-network campaign optimization through industry-leading forecast models, scalable campaign automation and a seamless integration with Adobe Analytics Cloud. Forecasting models predict campaign performance for search, shopping, and mobile campaigns, helping marketers simulate and quickly act upon the best and most profitable options. Advertising Cloud Search integrates with search engines such as Bing, Google, Yahoo, Baidu, Yandex and others.
To learn more about Adobe Advertising Cloud Search, visit: http://www.adobe.com/advertising-cloud/media-optimizer/search-advertising-management.html
Topics: Digital Transformation, Advertising
Products: Advertising Cloud, Experience Cloud