Marketo Ad Bridge enables you to target the right audience with personalized marketing content across advertising platforms including Google, Facebook, LinkedIn, and other widely visited sites. By specifically targeting the right demographic with personalized content that’s based on their interests, businesses can more effectively reach prospects and get better results out of their marketing expenditure.

How does it work?

Ad Bridge leverages Marketo’s behavioral database to show relevant content by analyzing how existing and potential customers interact with your business via email, your website, and social media channels. Personalized ads based on those interactions are then displayed on Google, Facebook, LinkedIn, and other channels.

Existing as well as new prospects who click on your ad will be taken directly to your business’s website or Facebook page. Ad Bridge allows you to stay in touch with your target market with promotions, useful content, and other information. Focusing on targeted users (rather than on indiscriminately widespread ad placements) helps place ads and useful content in front of those who are more likely to respond to them.

Let’s delve a bit deeper

LinkedIn’s partnership with Marketo Ad Bridge helps businesses take lead nurturing to the next level by leveraging the vast amount of information that LinkedIn has on its users via their interactions with connections. For B2B campaigns, Ad Bridge makes it easy to find new users looking for exactly what your business offers, while respecting the privacy of LinkedIn users.

Marketo’s Ad Bridge partnership with Facebook now offers Lead Ads that make it easy for prospects to interact with a business page in Facebook. For example, clicking such an ad in the mobile version of a company’s Facebook page can bring up a form that is automatically populated with data from the user’s phone (which the user can edit for privacy). This allows the user to easily get in touch with the business for more information or offers. This data is then viewable on the business’s Marketo instance, and can be extremely useful for its lead nurturing program and bring new prospects into the sales funnel.

It’s easy to see how Ad Bridge offers businesses unprecedented ease and targeting across major social media and professional networking sites. Smarter, more focused ad spending provides greater ROI to businesses using the system. Instead of scattershot ad placements that usually do not produce great results, Ad Bridge provides marketers with the tools to focus on prospects that are more likely to become customers.

Stay tuned to the Position² blog for more updates.