LiveRamp Brings People-Based Search to Bing Custom Audiences with IdentityLink™
June 13 2018 - 8:30AM
Business Wire
Marketers Now Able to Extend People-Based
Search across Bing to Maximize Scale of Top Campaign Performers
LiveRamp®, an Acxiom® company (NASDAQ: ACXM) and leading
provider of omnichannel identity resolution, today announced a new
integration with Microsoft Bing Ads to deliver people-based search
capabilities in Bing Ads Custom Audiences. Supported by LiveRamp’s
identity resolution service, IdentityLink™, Bing Ads Custom
Audiences will allow targeting or retargeting of search ads at the
individual level, empowering search marketers to extend and
activate their existing CRM segments to Bing with precision and
ease. As a result, consumers can expect to have a more meaningful
and seamless experience throughout the digital ecosystem with more
relevant, personalized messaging from the brands that they value
and prefer.
Bing and Google comprise 90-93 percent of the global search
market, with Bing powering its share of that market across Bing
Networks, Microsoft Search, Yahoo! Search and AOL Search. The
LiveRamp integration allows advertisers to integrate search
activity on Bing with the people-based marketing initiatives they
power through IdentityLink in other channels. Such functionality is
appealing to any search marketer looking to improve conversion at a
reasonable cost-per-acquisition (CPA).
“In January of this year alone, the top four online search
engines fielded 17.5 billion core search queries. While that’s a
powerful pool for advertisers to dip into, historically they had to
choose between Google Customer Match or Bing Ads Custom Audiences
to improve campaign performance,” said Jeff Smith, chief marketing
officer and general manager of brands, LiveRamp. “By adding
LiveRamp IdentityLink to Bing Ads Custom Audiences, we’re giving
search marketers the ability to integrate their efforts across
these two powerful channels. They can distribute the same segments
used for Google Customer Match to Bing Ads to lower their CPA while
increasing conversion rates and return-on-ad-spend.”
2018 is quickly proving to be the year that brands and
advertisers put a premium on enhancing the customer experience at
every possible touchpoint, and their online journey most often
begins at the search level. Annual digital ad expenditures reflect
this trend as search continues to command a significant portion
(44.4 percent) of total marketing dollars. Further, industry
analyst Forrester expects search advertising to experience a
renaissance in 2018. Shifts in the digital media landscape -
privacy restrictions, brand safety concerns, ecommerce growth, and
the popularity of voice-based search - all make search marketing an
appealing option for marketers who want maximum
return-on-investment.
“Our customers expect us to work with them to optimize their
search-based marketing campaigns with Bing Ads Custom Audiences,
but we felt we could be doing more to optimize the effectiveness of
customer matching,” said Brian Utter, general manager of Bing
Network and Demand for Microsoft. “By integrating with LiveRamp, we
will continue to deliver quality converting traffic for advertisers
across our search properties, with the added benefit of
cookie-based matching at the individual level to drive more
relevant, more effective advertising. LiveRamp is a great partner,
with their proven people-based marketing techniques and commitment
to innovation.”
Existing Bing Ads customers interested in using Bing Ads Custom
Audiences powered by LiveRamp can do so by logging into their
Connect account, entering their Bing Ads Account information, and
selecting their audience. The variations of custom audiences can be
endless based on an advertiser’s goals, but a few examples are
customers who have purchased in the past week, month or three
months, or customers located in Texas vs. California.
To learn more about LiveRamp’s integration with Bing Ads Custom
Audiences, please visit here.
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 www.LiveRamp.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20180613005376/en/
Havas Formula on behalf of LiveRampAlyssa Niemiec,
619-234-0345liveramp@havasformula.com
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