We are excited to announce that Paid Promotion for Facebook and Instagram is now live in Khoros Social Marketing. Users are now able to create ads from existing organic content and manage all users who need ad account access within the platform.
Our Differentiated Approach:
- Paid + Organic
Paid and organic integration matters, a lot. In fact in an expansive survey of social marketers, 86% say paid + organic integration strengthens the ability to prove value. However, paid and organic execution is a top challenge. It's all about unifying the experience, so that the software reflects the way you need to work. That is why we are bringing paid + organic together in one module, using your existing organic workflows, at no extra cost.
- No New Module
There will be no need to re-route workflows or learn a new module as paid execution is integrated into the publishing window. Why did we bring ads into our organic publishing product? Having separate modules or workflows for social advertising further silos visibility and slows down the publishing of paid and organic content. This helps you do more in less time, and creates efficiency for content optimization. We’ve heard from you, our customers, and the market that paid and organic content and campaigns should be integrated across visibility, analytics, moderation, and now execution.
- Labels & Plans
Users can apply the same metadata (labels and plans) as they would to organic content at the time of ad creation for clear and clean analytics. This benefits brand teams as you can see planned content, moderation queues, and campaign results with a unified view across promoted and organic content.
Features Include:
- Ads Account Management & Governance: Facebook ad account authentication + user role configuration + paid publishing access by user
- Ads Promotion: The ability to create an ad using existing organic content with existing campaigns and ad sets
- Analytics + Moderation: Analyze and moderate ads that have been created from the platform
When do I use this?
Use this feature when you need to promote organic content or create an ad off of an existing post using an existing campaign and ad set. Teams can now easily identify organic content in the Marketing Calendar or Analytics, navigate to the create button, and toggle to the paid section of the publishing window to create an ad.
Want to create an ad not tied to an organic post? Users can also create an unpublished (dark) post with new creative, push it through the approval process, and then use that piece of content to create an ad.
Governance Matters
Now you can manage not only which users have access to see, analyze, and moderate ads in Social Marketing, but also who has access to create ads. Managing all of your users in one place across paid and organic reduces risk within your business.
Does everyone have access?
Every Khoros Social Marketing customer has access! However, first, someone with a Company Admin or Manager user role has to authenticate the ad account. Then, they will need to adjust user settings to make sure everyone that needs ad publishing access has it.
What’s next?
This is just the beginning! Our teams are working hard to bring the next iteration of paid capabilities to market. Soon you'll have the ability to create new campaigns and set the objectives, budget, and duration of ad sets within Khoros Social Marketing. With these ad capabilities, we’ll also launch Ad Approvals, so these assets can benefit from the same approval workflows your organic content (and organic-originated paid content) goes through. Want to help shape the future of Paid Execution at Khoros? Reach out to your Customer Success Manager and let them know you’re interested in providing feedback.
