LiveRamp, an Acxiom company and leading provider of omnichannel identity resolution, announced the addition of targeting for people-based search to its 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 favoured channel for marketers. Search has suffered, however, from the lack of audience targeting precision available at scale in display channels. With LiveRamp, 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 programmes with LiveRamp’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 LiveRamp 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%.
Marketers who pair Google Customer Match with LiveRamp’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 & paid marketing, Finish Line. “By combining LiveRamp’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, LiveRamp 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.
Richard Foster, Managing Director of LiveRamp UK added: “People-based Search addresses a longstanding need in data-driven marketing, helping brands to maximise the right channels to reach the most people, and represents the next evolutionary stage of Search marketing. The launch of this offering represents just how far LiveRamp has come in the data market and how critical data onboarding has become when helping brands to maximise their digital marketing and ROI. I am very excited to see the tool deliver for our clients here in the UK market.”