Enhancing your ABM strategy with Google Ads

Where Marketing Works explores how combining Account-Based Marketing (ABM) with Google Ads can elevate your SaaS business to new heights, delving into targeted campaigns, personalised advertising, and customised offers that engage your most valuable customers.

Enhancing your Account Based Marketing with Google Ads

We’re amidst a golden era for SaaS businesses, with an increasing number of companies recognising the power of digital tools. Amidst this digital flurry, how can you make your solution stand out? Step in, Account-Based Marketing (ABM) and Google Ads — a potent duo ready to take your business to new heights.

But first, let’s decipher some jargon. ABM is a targeted approach to B2B marketing where your marketing and sales teams join forces to target, engage, and convert specific accounts. Google Ads, on the other hand, is an online advertising platform letting you flaunt your offerings to the world.

Creating a Customer List in Google Ads

To kickstart your ABM journey, you’ll need to set up your customer list in Google Ads. This list forms the backbone of your ABM strategy. Google’s Custom Match feature lets you upload a list of emails associated with your target accounts. Then, Google identifies these users in its system and serves them your ads. Uploading a customer list is straightforward, yet it requires meticulous attention to Google’s customer match policies and a commitment to using customer data responsibly.

Here’s how you can set up a customer list:

  1. Sign in to Google Ads
  2. Access ‘Tools & Settings’
  3. Navigate to ‘Audience Manager’
  4. Click on ‘Create New Audience’ then select ‘Customer List’
  5. Upload your customer list
  6. Adhere to Google’s data precautions
  7. Name your list and upload
  8. Let Google process your list
  9. Apply the list to your campaigns

Unleashing the Power of Personalised Ads

Armed with a defined customer list, you can now create search and display ads that are more personalised and pertinent to your audience. Let’s say your SaaS business offers.

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