Have you been hearing a lot about Account Based Marketing (ABM) lately? It’s creating quite the stir in the B2B scene. Especially for B2B SaaS companies aiming for the top-tier, those big enterprise accounts, ABM is becoming their strategy of choice. It’s all about reaching out to those perfect customers with a message tailor-made for them.
Now, here’s something I’ve observed. Many marketers don’t even think of pulling Google Ads into their ABM toolkit. Why? They believe it doesn’t allow them to target the specific accounts or people they’re really after. True, with Google Ads you can’t entirely pick and choose who sees or clicks your ads. And yes, even though Google has some nifty features to target audiences and places, it doesn’t exactly let you pinpoint very specific Google users. This makes other platforms, like LinkedIn or certain networks, look more tempting for ABM. These platforms let marketers target with laser precision, like zoning in on someone based on their job title or industry.
But here’s an insider tip – if you’re ignoring Google Ads in your ABM strategy, you’re leaving a big opportunity on the table.
Imagine ABM as this sleek, luxurious car. It looks great, but without fuel, it’s not going anywhere. And that’s where Google Ads shine. They can be the fuel to drive traffic to your website, kickstarting your ABM engine.
In this blog, I’m going to spill the beans. I’ll share all the ways you can turbocharge your ABM efforts using Google Ads.
1. Use Google PPC to Drive Traffic
When targeting big enterprises with your ABM strategy, it can get tricky. Imagine this: In a large company, you might find several people with the title “Marketing Manager”. So, how do you figure out who’s the right person to reach out to? This is when you need a solid Target Account List (TAL) and some detective skills to spot the key decision-makers.
Here’s something interesting: Some of these decision-makers might have already browsed your site without you even knowing. They could’ve found you through a simple Google search. And there might be others, not on your TAL, who’ve clicked on your Google PPC ads and swung by your website. The beauty of these clicks? They can tell you a lot about these visitors, especially their intent. The search terms they used to find and click on your ad can reveal what’s on their minds.
Many fancy ABM tools can tell you which companies are visiting your site by tracking their commercial IPs. But if you’re on a budget, tools like LeadForensics or LeadLander can help you out. They track reverse IPs. So, when someone from your TAL or even outside of it clicks on your ad, you can learn about their search query, which pages they explored, what content they engaged with, their conversations, and even their location. Using these insights, you can craft content that speaks directly to their needs and interests, guiding them further down your sales funnel.
Here’s a breakdown of how different PPC campaigns can fuel your ABM strategy:
a. Clicks from General Keywords
Let’s say someone on your TAL lands on your site after searching for a broad term like “CRM Platform”. This suggests they’re shopping around for CRM solutions. With this clue, your marketing squad can whip up content that showcases why your product stands out and gently guide them to the next stage.
b.Search Queries with Descriptive Words
If you spot terms like “best”, “what is”, or “affordable”, you’re in for a treat. These queries hint at what your potential customers are curious about. Your ABM initiatives can then answer these questions, and your sales team can tailor their pitches accordingly.
c. Clicks from Branded or Competitor Keywords
When someone searches using branded terms, it’s a big hint. They’re probably close to making a purchase decision. Here, your ABM game plan should be all about showcasing why they should pick you over others.
2. Tweak Your Google Display and YouTube Ads
Don’t forget about Google Display and YouTube ads! They can be just as powerful as search ads in pulling traffic from your TAL. Think of them as another avenue, with the same potential. Just like you would with search ad traffic, you can follow a similar strategy with the visitors from these platforms.
3. Double Down with Remarketing Ads on Google
Ever had that feeling of seeing something familiar? That’s the magic of remarketing. Those who’ve visited your site before can be nudged again through remarketing ads on Google. And the best part? You can customize these ads based on what they were looking for during their last visit.
4. Uncover Fresh Accounts to Target
Here’s a neat trick: ABM tools and reverse IP tracking tools can reveal the companies peeking at your website. So, while you’re focusing on your TAL, you might discover new potential accounts that dropped by thanks to Google Ads. It’s like finding hidden treasures in your own backyard!
In Conclusion
Think of Google Ads as a supercharger for your ABM strategy. It’s fantastic at driving folks to your website. Then, with the right tech tools, you can pinpoint who’s visiting – whether they’re potential matches or already on your target list. You can dive deep into their intentions, see how they’re interacting with your content, and so much more. Armed with all this knowledge, you can craft campaigns that truly resonate with them, speaking their language. In the end, it’s all about making your ABM efforts truly hit the mark.
