Unifies social media analytics and ad targeting
Omniture, an Adobe company and a provider of online business optimisation software, has launched SearchCenter Plus, a social media display advertising offering that allows marketers to measure, manage and optimise targeted display advertising buys on Facebook.
According to Omniture, the SearchCenter Plus features include management and optimisation templates based on conversion metrics to create automated and effective bid strategies; integrated analytics through integration of impression, click and cost data from Facebook with site conversion data to optimise for ROI; and flexible reporting.
In addition, the new offering allows users to organise campaigns, ads or placements within custom groups to easily report and manage based on business criteria; and Facebook Ad buying feature to create and manage targeted ad buys in the same application used to measure and optimise campaigns.
Brett Error, vice president and general manager for product and technology at Omniture, said: “Social media channels, and Facebook specifically, continue to be an avenue of keen interest for marketers to build intent and customer loyalty.
“SearchCenter Plus helps our customers through the entire social media advertising process including planning, delivering, measuring and optimising. As an integrated analytics, search marketing and advertising solution, SearchCenter Plus can help drive increased results for Omniture customers.”