Digital advertising campaigns sometimes run the risk of being too generic.
If you target too wide of an audience, you can blow through a budget quickly without generating as much ROI. Target too narrowly, and you might not have enough reach to have any impact.
Fortunately for advertisers, Google enables you to use Customer Match lists. If you provide Google enough data about your target audience members, it can spot them online to serve them ads.
6sense Segments for Google Ads combines our data insights with Google’s targeting to help B2B marketers put together powerful campaigns.
Here are four examples of how we do it:
Revenue Play #1: Enrich Data to Assist Google’s Targeting
Objective: You want to upsell existing customers with a newly launched product.
Revenue Play: Create a 6sense segment of existing customers. Before sending the audience to Google Ads, 6sense will match the accounts in the segment to your CRM or MAP contact data and enrich those contacts with additional data, such as phone numbers and personal email addresses. Once the audience is pushed to Google, you can run a YouTube video campaign to educate your customers on the new product.
Revenue Play #2: Bolster Trade Show Efforts
Objective: You want to follow up with prospects that attended a recent trade show your company sponsored.
Revenue Play: Upload the trade show attendee list to your CRM or MAP and create a 6sense segment of accounts from that list. Before syncing to Google, 6sense will try to enrich the segment with personal email addresses. You can then run display ads against that audience using Google Display Network or DV360.
Revenue Play #3: Bid Based on Buying Stage
Objective: Your SEM campaigns are using several competitive keywords, but you want to boost bids on in-market prospects.
Revenue Play: Create a segment of accounts that are in the “Decision” or “Purchase” buying stage (or that are currently 6QAs) and sync that segment to Google. You can then create new SEM campaigns with higher bids for high-priority audiences.
Revenue Play #4: Re-awaken the Dead
Objective: Through your demand gen efforts, you’ve created a combination of MQLs and dead/lost opportunities that never materialized into revenue and you want to re-engage them.
Revenue Play: You can either a) create a segment of all accounts in your ICP and exclude active customers, then sync that segment to Google or b) create a segment of accounts with closed/lost opportunities in the last X number of days and sync those to Google. Then you can run a YouTube video or Google Display Network ad campaign to re-engage old contacts.
Explore the Possibilities
6sense segments are incredibly powerful ways of filtering your audience by critical criteria such as:
- Buying stage
- Previous interactions
- Products/services that interest them
- Persona
By leveraging 6sense segments for your Google Ads campaigns, you can unlock:
- Better targeting
- Higher likelihood of engaging
- Smarter budgeting
- Personalized campaigns for different personas
Conclusion
6sense segments enrich the audience data you provide to Google Ads, allowing the platform to
- Reach more of your intended audience
- Deliver messages that will resonate with where they are in their buying journey
- Boost conversions
