Search Intent Holiday Strategies and Tactics

A key way to drive better performance than your competitors as you vie for consumer attention is by incorporating search intent signals.

In our Marin Software Holiday Guide, we detail things you can do to create powerful cross-channel campaigns using search intent audiences—and find new growth during the holidays and beyond.

Here’s a preview of just a few tactics the guide includes:

• Dimensions to Audiences: Roll up multiple similarly themed keywords and categories into one dimension, in order to avoid fragmenting audiences into very small sub-segments that deliver minimal reach on Facebook.
• Make creatives consistent: Make sure your landing pages align with specific keywords, categories, or any other criteria.
• Add the right optimization layers: Automatically increase or decrease your manual Facebook bids by a set percentage, based on ad performance versus your expressed CPA or ROI goal. Also, automatically allocate the right budget to the right ad sets.
• Experiment with different ad formats and objectives: Use search intent to build new campaigns and expand to more specialized ad types and objectives; for example, you could combine search intent with Facebook Leads Ads to reduce CPA and increase lead quality.
• Measure and refine: Use multi-touch attribution to measure across devices and channels and to deduplicate for accurate data.

Crack the Cross-Channel Code

To learn how to fully harness search intent signals to power your cross-channel campaigns, download our guide, Marin Software Holiday Guide: Cracking the Cross-Channel Code with Marin Search Intent Audiences.