When running paper-per-click campaigns, no marketer would lose the motivation of working so hard by thinking about how the list of companies that they feel should rightfully respond to their ads, would probably not even get to see it. It is highly unlikely that they see it, but even if they do, if the right message is not delivered across, and they don’t feel you offer anything valuable, they would click away.
So what is the answer to this issue? Do you keep ignoring it based on chances that your ad will luckily land in front of a prominent company one fine day?
The natural solution to this problem is account-based marketing. According to Forrester, 62% of marketers say that they experienced a positive impact after adopting ABM.
Considering these figures over the last few years, ABM has become a hyped-word for digital marketers. Majorly for many B2B and SaaS companies that operate with commercial and industrial accounts have invested heavily in ABM.
However, yet many marketers still haven’t explored the potential of the combination of Google ads and ABM. And if you ask me, it is a huge missed opportunity.
Therefore, let’s find out the numerous ways Google ads and ABM strategies are made for each other and are a marketer’s dream combination to target the right customers.
8-Step Guide for Building Google Ads with Account-Based Marketing Strategies
The following is an 8-step guide to help you understand the best practices of using Google ads with ABM strategies.
1. Adjusting Google display and YouTube Ads with ABM
Google search engines have become a lot more advance over the years. For marketers who have mastered the art of using Google ads for their B2B benefits, know that even the banner and specific YouTube ad campaigns can reap equally beneficial results.
Therefore, to integrate ABM strategies in your campaign, you need to adjust your Google display, banners, and your approach with YouTube ads.
Understand that you are now redesigning your strategy to target a specific audience, and the companies on your ABM list will possibly generate your traffic. Thus, narrow down your appearance to work for said companies’ professionals than a more general audience.
2. Remarketing Google for ABM
Now that your first impression for your targeted audience has become more specific, it is time to revamp your best practices pertaining to Google for ABM. Remarketing will work like your best offering aligned with ABM strategies. People who land on your web page will be served with personalized ad content and allowed to interact with it.
For Google to take your remarketed ads under consideration, your ABM list should consist of all the people who visited your webpage beside the companies you already have individually worked for on an enterprise-level account.
3. Discovering new targets for ABM with Google Ads
Many ABM software and reverse IP-tracking tools can provide the functionality of revealing the names of the companies that visit your website. Such tools can be extremely beneficial in identifying and differentiating between the companies that came through Google ads but weren’t present on your ABM list.
For instance, you are trying to sell your organic meat to the food industry, and you have big names like McDonald’s and Popeye’s Chicken on your list. However, further investigation leads you to learn that there a smaller franchise spread across the country that would be interested in becoming a massive retailer for your product.
4. Using Google search as a fuel for your ABM strategy
Now that you have your pre-planned and new-found targets aligned, your goal should be going after such big corporations and influencing their decision-makers. But you need to understand that finding such necessary personnel can be very tricky as there can be multiple people working under the same job title.
However, as they may have landed on your website through Google search ads, it is easy to identify their real intention for searching for anything associated. Based on this insight, ABM can easily funnel out such end-users and allow you to adjust the future strategies to make the right call.
Web traffic is basically fuel for your ABM strategy to keep running. Thus, the following are the three main ways Google search pay-per-click campaign options can be a source of click types for fueling your ABM strategy:
a. General keywords
If a targeted company’s member comes to your website through a general keyword, it means that they are part of the market. It shows that they are researching and looking for relevant products and experimenting by working with different vendors.
Your ABM strategy will allow you to pin such marketable accounts and create more awareness about your product offerings. You can convince them and influence them through the specific target marketing to come down the slope and become a customer.
b. Search queries
A search query is longer than a generic keyword search. It is a phrase that consists of many giveaway words that work alongside your own. Based on such terms, your ABM campaign can strategize how to provide answers to such concerns. Your sales team can create a chatbot connection and help out to answer these queries in a targeted manner.
c. Branded terms
Searching through branded terms lands closer to the funnel, where the company member has probably already heard about your product and is looking to verify what they know. Creating an ABM campaign specifically targeting such closeted businesses that are specified in the market looking for vendors can enhance your strategy.
You should approach them in a manner where you provide the answer to specific queries about your own product rather than explaining what value your product can provide. It will increase the chances of them sticking to your product than moving on to your competitor’s.
5. Tracking your Google ad campaigns with ABM
This works most of the time because most marketers already have a Google ad running across the platform. The campaign successfully targets your key audiences. However, it doesn’t do much good unless you know how the prospects move after engaging with your ad and what action you can take.
You can use a lead management third-party tool to track how far your prospects have moved—for instance, using one for tracking assignment writers for your blogger campaign. Or you can use ABM software for essential information gathering.
Using both methods is efficient to learn what the prospect searched for, clicked at, the content they engaged with, other sites they visited, and what they are looking for that you particularly can offer.
6. Assigning quotas for striking a balance in resources for PPC and ABM campaigns
Firstly, make sure that your marketing team is hitting their minimum quotas. You possibly cannot execute even a well-thought-out ABM PPC campaign without making sure the resources are being rightfully used. Because ABM strategies are specifically targeted, they integrate resources like time only in fewer prospects and commercial leads with longer sales cycles. That is why investing with an ABM-only approach becomes risky.
In order to strike a balance of the allocation of said resources in a traditional PPC approach and an ABM strategy is through assigning specific quotas. It will lay out the minimum output while distributing the balance of resources in different campaigns and projects.
7. Leveraging Customer Match in Google Ads for creating ABM campaign content
As per the Google Ads Support Centre, Customer Match allows both of your online and offline data to generate reach and re-engage with the customers across all Google associations like Search, Gmail, and YouTube.
The combination of Customer Match and ABM works because it allows you to target Google account users based on the information you gather from the said accounts. If successfully administered, your ideal ABM prospect list of companies would be able to see your ad campaigns.
8. Promoting ABM content via social media
Lastly, social media is any marketer’s best friend. Similarly, it works wonders and is probably the most potent ABM channel. Whether you work around paid strategies for PPC or go through organic routes with the decision-makers of the companies you’re targeting, social media is the best integration for ABM.
Linked ads and Facebook ads, in particular, have been made more efficient in integrating ABM strategies. Targeting a specific audience while staying relevant to your overall prospects becomes easier once you crack how your social media marketing strategy will work for B2B and B2C.
All in all, PPC has become overly saturated with hyper-targeted campaigns. ABM is the rightful solution to this issue. ABM platform will not only help you monetize your Google campaigns, but it will focus on your target accounts to select a few or one at a time to work on.
Perhaps it’s time to revamp the campaign that hasn’t created a single conversion with ABM!
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