Traditionally, executing ABM ad campaigns using Google Ads has been a difficult endeavor. Because those campaigns are based on keywords — and crucially not targeted at certain accounts or buyers — it’s been impossible to ensure that your ad spend is directed exclusively toward your intended audience.
Without the ability to dynamically and precisely target your campaigns based on specific buyer behaviors, your teams are left casting a much wider net with their audiences (and budgets), which reduces the effectiveness of the campaigns and increases the cost to serve the ads to more people.
To facilitate stronger targeting of your ABM ad campaigns, 6sense recently enhanced its integration with Google Ads. This empowers 6sense customers to better target their advertising campaigns across Google’s network.
This new update enables 6sense customers to sync their custom 6sense segments to their Google Ads accounts.
This feature allows customers to:
- Greatly improve person-level targeting with Google Ads campaigns
- Leverage Google’s ad network while tightly controlling budgets and improving performance
- Layer in critical buyer intelligence, such intent data, into Google Ad campaigns
Let’s look at why dynamic segments can now uplevel your Google Ads account, and how it might look in practice.
The Power of Dynamic Segmentation for Advertising
6sense dynamic segments are an incredibly powerful tool that allows you to parse your audience by a wide variety of criteria, while updating in real-time as buyers perform actions.
Some examples of how you can segment your audience include:
- Ideal Customer Profile — Accounts that fit into your target criteria
- Brand Aware — Companies that are aware of your product and services
- High Engagement — Accounts and buyers that have engaged with your brand or topics related to your services
- Competitor Intent — Companies actively researching your competition
- High Intent — Accounts and buyers showing active intent to purchase products like yours
- Missed Opportunities — Companies that are actively in-market but have not been engaged by your teams
Each segmentation type offers a unique opportunity to advertise your offerings. The combination of dynamic segmentation and automatic syncing with Google Ads makes it much easier — and faster — to enroll your target audience in personalized campaigns on the world’s largest ad network.
How the Enhanced Integration Supercharges an Advertising Campaign
Here’s an example of how 6sense’s product helps customers. Let’s say ACME Co. is a medium-sized vendor in the B2B tech space. They know how important advertising is, but need to be sure their campaigns are providing a positive ROI.
To help increase ad effectiveness while tightly controlling budgets, they use 6sense and the new capability to push segments to Google Ads.
They want to run two campaigns concurrently:
- A high-intent campaign that targets the buyers and accounts 6sense has uncovered as being actively in-market. They’ll serve this audience specific ads related to the actual products and services they’re researching.
- A “brand aware” campaign that targets buyers who are just discovering ACME’s offerings. These ads will offer a top-of-funnel ebook filled with industry research.
To launch this campaign, they create these two segments within 6sense and then sync them with Google Ads:
ACME’s demand generation manager then enters the company’s Google Ads details and finds the imported 6sense segments to build their campaigns.
Since they are automating segmentation and syncing audiences with Google Ads, ACME can be confident that each account will see the right messaging at the right time in their buying journey — even as that journey shifts. Orchestrations can also be used to automatically enroll new accounts that match pre-defined criteria.
Thanks to the enhanced integration between 6sense and Google Ads, ACME can run efficient, highly targeted advertising campaigns.
Conclusion
The ability to sync your dynamic segments to Google Ads makes it much easier to target the right buyers at the right time by leveraging 6sense’s deep intelligence about your buyers. This makes the world’s largest ad network even more effective for ABM practitioners, helping you boost ROI by improving targeting, consistently delivering resonant ad content, and saving boatloads of time.
