Categorically, the answer is yes — you should add them to your site if you want to do a retargeting use case. Now as a reminder, a retargeting use case is a scenario where you drop a first party cookie on an individual visitor who has already been to your website and you want to deliver some ads.
Specifically, a series of ads that are related to maybe some content they have already viewed on your website will be very powerful.
So let’s say you wanted to target Delta Airlines as a company. So if we are able to identify that this individual is from Delta, how powerful would that be for your campaigns? Well, for one, you would start identifying the list of companies that are seeing increased engagement at your website. Now, why is that valuable? Because if you are able to see a report that has the individual companies you’re interested in, let’s call it Delta, American Airlines, Southwest and United — and you see United is a little bit engaged; Southwest is very engaged; American Airlines is medium; Delta is low. Now what would you do with this kind of information? Well, if you saw that the engagement levels were differing across the different accounts that you are targeting, you might go ahead and target this individual or this account for more phone calls and increased email campaigns. Maybe you would invite them over to one of your local events like a steak dinner or something of that sort. So being able to see how your different accounts are engaging with your website, how much time they’re spending, and how many pageviews they are accessing will allow you to focus the energy of your account-based initiatives on those specific accounts.
Now it also serves a secondary function, which is to provide a reporting functionality for you and management. So at the end of a campaign or in the middle, you would be able to see how this specific ad campaign or your overall marketing initiatives are driving engagement across the list of accounts that you are actively targeting.
This has been another session of demystifying the ad tech world with ListenLoop with a specific focus on account based marketing. I encourage you to ask questions and share the knowledge over on LinkedIn. Until next time. This has been Rod at ListenLoop.
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Also published on Medium.