When you think about account-based marketing (ABM), you might be put off by the highly technical aspects of what counts as ABM because it isn’t something that is very commonly known about, but when utilized correctly, it can reap results for businesses to reach their target customers and generate more qualified leads.
This blog post will explore how you can use Google Display Ads to get the most out of your ABM strategy. With Google Display Ads, you can create targeted campaigns that reach the right people in the right way. Why is this important?
We will elaborate further down below on why every business should use tailored ABM and also how to set up these campaigns, on top of tips for making the most out of your Google Display Ads for ABM.
What is account-based marketing?
First of all, to gain an understanding of how you can get ABM to work for you, you must first understand what it is all about. In a nutshell, it is a strategic approach to marketing that focuses on individual accounts, rather than a broad group of leads.
So instead of focusing on creating a generalized campaign, you want to make something that feels personally tailored for an individual.
For instance, look for Google Display Ads with First Page NZ. With their cutting-edge technology, First Page NZ can help businesses to optimize their ad campaigns to get the most out of their Google Display Ads. With ABM, businesses can develop meaningful relationships with key accounts and drive more targeted revenue from them.
Why use Google Display Ads for account-based marketing?
The tool that Google has created under Google Display Ads is something that will complement ABM and is proven to have highly effective results. The service allows you to create highly targeted campaigns, which can be segmented based on specific user behaviors and interests.
What this means is that you will be able to deliver the right message to the right audience, at the right time. From research, it shows that timing is always important.
You wouldn’t need to show someone who isn’t in the market for a house, for instance, local listings of houses for sale. However, if someone is actively looking for a house, it would be the prime time to show them available homes for purchase.
Furthermore, user behavior does also play into how effective certain campaigns are. If you are able to gauge when users are actively using social media and not just browsing around, it could also help you close leads.
Some people make purchases during their lunch break, some during the hours before sleep. These behavorial patterns are important because reaching them outside of their “shopping hours” would not be as effective as if you were to reach them during those times.
Aside from that, Google Display Ads provide comprehensive data insights, so you can measure and analyze the performance of your campaigns in real time. To ensure that your ABM campaign is set up correctly, always keep an eye out for Google Display Ads with First Page NZ.
What are the benefits of using Google Display Ads for account-based marketing?
We have already established how Google Display Ads are an invaluable tool for ABM because they allow you to reach potential customers in a highly targeted manner with tailored campaigns.
But aside from that, Google Display Ads will also help you look for specific target audiences, which means that they will analyze data across the board and help discover the right audiences for your campaign.
With such personalization, it would enhance brand awareness, help your business build relationships with new clients or customers and convert leads into purchasing customers.
Google Display Ads also appear on multiple websites, which offers your business to reach an even larger audience with much fewer clicks.
How to set up your Google Display Ad campaign for account-based marketing?
When it comes to setting up a Google Display Ad campaign for account-based marketing, the most important thing to consider is targeting. While Google Display Ads have its own algorithm to discover audiences, as a business, you should also know your own demographic.
Once you have identified your target audience, creating a list of relevant keywords is something that you should do – don’t forget that algorithms are computer-generated but your demographic is human, which means that there might be certain keywords they may seem irrelevant to a computer, but is something meaningful in human context.
Once you have all your keywords ready, you’ll want to set up a budget to facilitate the ad campaign. You can opt for a daily budget and the duration of the campaign, as well as choose the best format for the ad, whether it should be a text or image, though we would always go with image because humans are visual creatures.
But if there are restrictions on the kind of websites you’re aiming for, then you might have no choice but to stick with a text-based ad, so it’s worth exploring where you hope your ads will show up and ensure that any images you may want to use, fall within their criteria or regulations.
What are some best practices for using Google Display Ads for account-based marketing?
As mentioned above, when using Google Display Ads for ABM, you need to really understand your target audience so that you will be able to create something that leaves a lasting impression.
Once you’ve locked down on the kind of ads that your audiences would be receptive to, it is important to execute the campaign well.
Hire graphic designers that know their stuff to help you craft any imagery that you need because there’s a reason why some ads pop out while others don’t, and graphic designers know art down to a science when it comes to color palette and the composition, understanding how best to grab viewer’s attention.
Execution is always key when it comes to crafting a convincing campaign, whether it’s for a charity, a business, or service. But if your hands are tied and you are unable to use images, then understanding how to write an engaging copy is also better than getting your secretary to cobble something together for you.
Don’t forget that Google Display Ads for ABM is just a platform for you to get the message out, the most important thing is that your message is strong and powerful.