In order to engage in a true multi-channel nurturing approach, paid ads are critical. Paid ads can reach out to prospects when they aren’t directly engaging with you. By placing ads passively on a multitude of websites in a multitude of different ways, you can capture the attention of your target accounts by being where they are.
There are four types of ads that we suggest you use for your multi-channel advertising—predictive ads, search ads, display ads, and retargeting. Let’s take a look at what these are and how to use them!
Trackmaven defines brand awareness as, “the level of consumer consciousness of a company”. It measures a potential customer’s ability to not only recognize a brand image, but to also associate it with a certain company’s product or service.
When people think of predictive marketing, we want them to think of EverString. There is a plethora of other keywords we want to be associated with—we all have our list. Google did a study that showed on average, search ads increased brand awareness by 80%. The prospects that are using the keywords you have identified are showing intent to purchase. You want to make sure that your name and your offering is showing up for them at the top of the page.
Right now if you search predictive marketing, EverString is the first thing that shows up—that’s not an accident. See the ad below.
In Google Adwords, you should be bidding on your brand name so that when someone searches for your brand, you are taking up the most real estate on the page. Note that your competitors can bid on your brand name as well in order to take some of that organic attention.
Also make sure that you bid on keywords that represent the demographics and behavior of your account list. If you are using predictive marketing, use your predictive insights to determine what keywords to prioritize.
Display ads are the text, video, and audio ads that display on webpages that contain content relevant to your business and target audience. Today, these ads show up as a traditional banner ad or, more recently, they show up natively in social feeds like Facebook and LinkedIn. With display advertising, you can ideally catch prospects while they are viewing a piece of content that is relevant to your business, and serve up an image, video, or audio about your offering or value. Display ads are a great way to target your key accounts—and they’re only getting more seamless and more relevant.
Native display ads are the big splash in the space right now, and for good reason—Dedicated Media reported that native ads are viewed 53% more than banner ads. Native display ads compliment our experience in an app or website, unlike the unrelated banner ad that is easy to actively ignore.
Using the insights gleaned from your predictive platform, you can find out where your audience is most active and spend on display ads there. Maybe your target accounts are constantly sharing and engaging with posts on LinkedIn. In that case, make sure you dedicate spend to sponsored updates going on LinkedIn.
See this ad I found in my LinkedIn feed. It’s a sponsored post from Microsoft, but it looks just like any other post from my colleagues and friends. It’s not intrusive or disruptive, it just fits into my natural daily browse through LinkedIn.
With retargeting, you’re targeting users who have previously visited your website with display ads. You are going after (even anonymous) prospects who have already had an experience with your brand and you’re inviting them back to pickup where they left off.
According to Adobe, the average website conversion rate is a little under 2%. So, nearly all of your first time site visitors leave without taking action. Retargeting them with ads as they go about their day can mean the difference between them forgetting about you and coming back to learn more.
I’m currently looking for a new bed frame. After doing some online research last night, I look on my twitter and find Wayfair retargeting me for bed frames. Classic retargeting.
The Future: Predictive Ads
In the near future, you will be able to serve ads using your predictive marketing platform. With predictive, you can be intelligent about the use of online advertising and retargeting. The current ad purchasing process is based on guess-work. You buy ads and don’t really know who is going to see or engage with these ads. As a result, you waste time and money. You think these ads are targeted, but are they really?
Some companies target accounts by using a company’s IP address. You can do this based on your high scoring account list, but this is only effective with about 10-20% of the market (the Googles and the Microsofts). But even then, you will still be hitting peoples’ browser that have nothing to do with the buying team. At EverString, we do this kind of targeting, but we also take it a step further.
With predictive advertising, you will be able to target individuals within accounts that look like your best customers–whether or not they have ever been to your website.
Evaluating Existing Campaigns
You can use your predictive marketing platform to determine how effective your ad campaigns are in bringing in the right accounts and leads. By matching incoming paid advertising leads with your customer model, you can determine how many of your high scoring accounts your ad campaigns have brought in. This helps you evaluate true ROI so you can optimize and iterate.
Bringing in mostly low scoring accounts and leads? Maybe a keyword is bringing in the wrong accounts, perhaps your chosen channel is not right for your audience, or you’re not spending enough money and need to increase cost-per-click. These are things to consider when evaluating your ad spend.
Gone are the days where you had to wait until the end of a sales cycle to determine how good an ad campaign was. Most B2B sales cycles are six months to one year. That’s too long to wait in order to determine ad campaign effectiveness. Now that you’ve implemented your predictive marketing platform, you can determine where to focus your spend.
Want to learn more about tactics for targeted demand acceleration? Read the full ebook.