Account-based marketing (ABM) is a B2B marketing strategy that focuses on targeting a specific set of high-value accounts. Unlike traditional marketing, which focuses on generating leads and then qualifying them, ABM starts with identifying the accounts you want to target and then tailoring your marketing efforts to them. One effective way to implement ABM is through PPC advertising. Here are some tips for using PPC advertising for account-based marketing.
Identify your target accounts
The first step in any ABM strategy is to identify the accounts you want to target. Use data and research to identify accounts that are a good fit for your product or service, and have a high potential for conversion. You can use a variety of data sources to identify these accounts, including firmographic data, technographic data, and intent data.
Create tailored ad campaigns
Once you’ve identified your target accounts, you can create tailored ad campaigns that speak directly to their needs and pain points. This may involve creating ad copy that specifically mentions the account by name, or highlighting features or benefits that are particularly relevant to their industry or business.
Use targeted keywords
In addition to tailoring your ad copy, you’ll also want to use targeted keywords that are relevant to the account you’re targeting. This may involve targeting keywords that are specific to their industry, location, or business needs.
Leverage account-based retargeting
In addition to creating targeted ad campaigns, you can also use retargeting to stay top-of-mind with your target accounts. This may involve retargeting people who have visited your website from the target account, or who have engaged with your content in some other way.
Measure and optimize your campaigns
As with any PPC advertising campaign, it’s important to measure and optimize your campaigns over time. Use analytics tools to track your performance, and adjust your campaigns as needed to improve your results.
PPC + ABM = A Powerful Combination
PPC advertising can be a highly effective way to implement an account-based marketing strategy. By targeting specific accounts and tailoring your ad campaigns to their needs and pain points, you can increase your chances of conversion and drive more value from your marketing efforts. Just be sure to stay focused on your target accounts, and use data and analytics to continuously refine and improve your campaigns.