Social Media Remarketing - using agency banner ads?

[Jamie_Barclay]

Here's the scenario:

Our agency has developed social ads (facebook and social media), so that wnen an email is opened from out campaign, targeted ads start appearing across their social media accounts.

Is there a way we could have these triggers take place within our Marketo instance (triggering the banner ads that our agency has set up)?

What do we need in order to track this within our Marketo instance: i.e., Marketo Ad Bridge?

Thank you

[SydneyMulligan]

Hi Jamie! If I understand your question correctly, you are wondering if it's possible to track responses to the agency's banner ads in Marketo? If that's the question, the answer is yes! You do not have to use Ad Bridge. The best way to do this is to add UTM parameters to the links the agency puts on the ad, and track form completions with those UTM parameters (querystrings) present.

See these links for more info:

Campaign URL Builder — Google Analytics Demos & Tools

Set Up Revenue Attribution for Digital Advertising Campaigns - Marketo Docs - Product Docs

[Jamie_Barclay]

Hi Sydney -
Thank you for your response.  Wondering if there's a way to trigger the facebook ads that the agency is developing from our email that we deploy via Marketo.  We are having issues with the code that the Agency has provided us -  first they provided iFrames (and we found out floodlight tags can't be added to an email because includes JavaScript - Do you have any workarounds?

The floodlight tag can't be added to an email because it includes JavaScript which cannot be added to email. This is often discussed in email communities but the security issues presented by allowing scripting in email have prevented the functionality from being adopted universally. Similarly, the tag includes an iframe which is vastly unsupported by email clients. Here is a list from several years ago which shows iframe support, but not much has changed since:

https://www.campaignmonitor.com/blog/email-marketing/2010/08/do-iframes-work-in-email/

[Dan_Stevens_]

I would reconsider the triggering of this based on "opens".  Not only are opens very unreliable (many turn out to be false-positives), but like you said, the email would need to contain javascript - which emails cannot contain.  Instead, trigger based on clicks AND visits to a trackable landing page.

[Jamie_Barclay]

Thanks Dan - but we are not bringing them to a trackable landing page. 

Our agency has set up the FB/social banner ads.  The idea is that when someone opens the email the floodlight tag triggers and is captures and and it will trigger a FB ad (which is not yet available*).  So there's a disrepency - as the agency is capturing only about a 1/4 of the opens that are showing as opens in the Marketo program. 

Ultimately when they open the social media add, they are brought to a web page (which has Marketo muchkin code).  Currently only about 1/4 o the Marketo opens are registering on the agency's end so that would mean that 3/4 of our targeted population will not see ads on their social media accounts.

Really appreciate your help in helping to hone this down.

*Right now the opens are being held in a kind of holding tank until the Social Media ads are available to trigger.