Compass Labs has announced a major update to its CLIQ platform. This new version will make social media ad campaigns easier to create, deploy, manage and measure for agencies and brand marketers. Building on its market-leading technology to impact and engage social media users across Facebook, Twitter and LinkedIn, CLIQ, which is available both as a self-serve or fully managed solution, now integrates social advertising campaign rules as well as fan and follower page and competitor analytics.
Initially launched in September 2011 to address the challenges advertisers face with managing social ad campaigns, CLIQ is an advanced and proprietary platform that targets social media users based on actions, behaviors and social chatter. It goes beyond basic profile targeting and status-based targeting. It gives agencies and brands the ability to reach a precise target and related brand affinity, match it with brands' fans and followers and then reach and engage a competitor's fans and followers.
Traditional manual or even automated social media targeting can identify a demographic segment such as "soccer moms" based on a user's profile. CLIQ, however, can identify soccer moms that suffer from allergies, something not typically self-reported in a profile, based on user behaviors and conversations and then generate more profiles based on the targeted customer's expressed brand affinities.
The new version of CLIQ features:
- Integration of rules with alerts and email notifications giving an agency the ability to pre-set campaign rules such as daily spend caps, automatic bid adjustments, and other key structures.
- Fan page and competitor analytics to extract even more actionable intelligence from social content. These analytics will show audience profile, sentiment and engagement for a brand and its competitors.
- Enhanced interest cluster generation to allow brands the ability to define a target audience using phrases that are relevant to brand and customer interests but are not necessarily intuitive versus solely targeting based on profile keywords.
- Multivariate creative testing feature that creates thousands of ads with varying creative and audience targets to determine effectiveness. CLIQ then auto-optimizes to ensure optimal performance and campaign ROI is achieved.
