The Khoros Conversations Product team is thrilled to deliver our new Ads capabilities to you this April 24th! This blog post is to cover what we’ve built and why. Note that the functionality will be available to you once you authenticate your ad accounts in Conversations, it is not a separate module that you will need to purchase. As you prepare your team to take advantage of these new ads capabilities, check out our Ads Readiness Guide, covering what you need to consider and the steps to get your team ready.
Why Does Khoros Marketing Have a Unique Point of View in this Space?
1) Breaking Down Silos:
We deeply believe in the convergence of organic and paid. The most value can be found when you are coordinating your strategy, your content, and your reporting across posts and ads. Our solution has prioritized building a solution that helps you break down those silos. This is why our solution is woven into our Khoros Conversations Product and will further extend across the Khoros suite over time.
2) Attacking the White Space
It’s our job to go out and solve the problems the social networks won’t or can’t solve for themselves. The native ad tools (i.e. Facebook Ads Manager, etc.) are powerful and the tool of choice for ads execution across most sophisticated brands worldwide. That’s why you’ll see us focus on the white spaces of collaboration, governance, visibility, and reporting, instead of attempting to completely rebuild the native ad tools for executing ads. Khoros Conversations has close relationships with many of the leading Ad Tech platforms in-market and will continue to be open to integration workflow requests.
3) Delivering a complete view of performance
Within that white space, we see the biggest challenge as getting a complete, holistic understanding of your social programs across ads and organic. That’s why we’re focusing first on providing you with the visibility and reporting you need to get a complete picture of your social performance and bringing ads into our Calendar and Analytics.
What Changes Can I Expect Within Khoros Marketing?
Our initial release covers Facebook and all of its ad placements (Facebook, Instagram, Audience Network, Messenger, etc). Next, our team will be working to support Ads from Linkedin and Twitter this year.
The scope of the impact covers four key areas:
- Governance
- Visibility
- Business context
- Analytics
Specifically, what does that mean?
- For Governance:
Your control of the access across your global social teams, your agencies, and additional internal stakeholders is paramount. Khoros Marketing is making it clear where your Ad Account data will be made visible (which initiatives, which social accounts), and an easy snapshot at granular detail of which users will have ads visibility across the calendar and analytics. (Questions about how we’ll cover your configuration use case? Check out our Ads Readiness Guide!) - For Visibility:
An on-demand tool to see everything going out on behalf of your brand is at your fingertips across the Khoros Conversations Day, Week, Month, and List Views in the Calendar. Advanced filtering across posts and ads, along with ads-specific variables like Ads Placement, Ad Accounts, Ad Sets, etc is included as well.
- For Business Context:
Apply a consistent labeling taxonomy that extends from your existing post labels and plans to also include ads content, delivering richer analytics across your campaigns.
- For Analytics:
Understand how your ads and campaigns are performing across all ad accounts, without cycles waiting on other stakeholders; tie your success back to business value. Convey the impact of your team’s efforts, with posts and ads on one dashboard. Access your data via our Ads Export in the Data Export Manager as well. APIs coming shortly as well.
We are excited to see you and your team take advantage of this spring release. There are continuous efforts to roll out more value to you throughout this summer and fall as well.
As always, we are keen to hear from you. Please reach out to us with any questions!
Your account team and the support team will be relaying your feedback to us.
Your Khoros Conversations Ads Team
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