Advertising ABM is white hot right now with practitioners seeing an average contract value increase by 171%. RampedUp provides our customers with unique attributes on their targeted audience that provides a a 4X better match rate than professional email addresses alone. This is an excerpt from Smart Insight Blog on how to do it on Google and Facebook.
Google Customer match
Customer match gives you the chance to serve specific ads to contacts from your CRM or Marketing Automation System (MAS).
It’s a good fit for ABM campaigns as it means you can broaden personalization campaigns beyond landing pages and email campaigns into Google Ads too. As a 36-year-old dad, this passes as ‘cool’ nowadays for me.
If you want to put a list into Google AdWords for customer match, and you’re using the ‘old’ Google AdWords experience, all you’ll need is the email address in a CSV file and then do what Google says.
On the new version there’s more matching – including Phone Numbers, Address and Mobile Device ID and your CSV would need to reflect this in the formatting.
One pitfall of my first experience with it was an inability to do anything with it once it’s imported. It would be really handy to be able to segment the list further once in AdWords, but you can’t. So separate lists for separate campaigns.
Frankly, this is the bit that Google needs to catch up on and a pitfall of using what is ultimately a retargeting tool for ABM. Even if an organization has 200 accounts on their target list, which would be above what I would recommend, they would need five contacts that could be matched per account.
Taking a DMU (Decision Making Unit) perspective on things, getting that consistently applied across all the accounts is really going some.
If you do make it as far as having a list uploaded and accepted you can set about doing the usual AdWords stuff on keywords, ad text, display ads and the like. Obviously, as ABMers, we are gonna want to do a custom landing page too! For when they actually reach our site!
Facebook Custom Audiences
Much like Google, there’s more than one way to get it done on Facebook.
You can use Facebook Custom Audiences to upload a list of email address and phone numbers and to target. That’s cool if you’ve got them. (RampedUp can provide Professional and Personal email addresses for a 4X better match rate.)
Our preferred way, because of the ability to reach companies at scale with minimum fuss, is the Workplace Targeting. You don’t think Facebook is just being helpful providing that ‘Works At’ bit on your profile do you? Allowing advertisers to monetize their platform is a key part of their master plan for (continued) global domination.
To have a crack at this, get your campaign assets created/built out, sort the ad text, and jump right into the targeting.
Search out the Workplace header under the More Demographics section. Click Work and then select Employers. Account-based advertising made easy right there.
It’s a really slick way of creating ABM ad campaigns and depending on the brand can give one of the best ways we’ve found of getting someone to visit your website. What is it about Facebook ads that make them so damn clickable?
Again – thanks to our friends at Smart Insights for their expertise..