The question everyone has been asking lately about digital advertisement campaign is “Can Account-Based Advertising Be Measured?”
Well, the answer is YES, it can be.
But how? Don’t worry, that is why we are here to show you some of the ways in which B2B marketers can measure their account-based advertising. But before we get into that, lets first look at the meaning of an account-based advertisement, and why so many marketers have chosen to use this form of advertisement.
What Is the Meaning of Account-Based Advertising?
Account-Based advertising is a form of advertisement that employs the use of digital ad campaigns to target top-relevant accounts with the highest revenue potential. In other words, an account-based advertising’s main focus is on the quality of exposure, determining the quality of people seeing your content.
Why Marketers Prefer Account-Based Advertising
Most B2B marketers prefer account-based advertising because it allows them to reach every single buying committee at their target accounts. What’s better is that it reaches contacts that are not in their CRM, and have never been to their website.
Another reason why marketers prefer this advertisement is that there are tools like Terminus, that helps in accurately categorizing their audience based on things like, industry, and job title, stage in the sales cycle. With this technology, marketers are able to constantly receive messages and updates on their target audience. And this helps because once a B2B marketer is able to know exactly who they will be displaying their ads to, they’ll be more assured that their ads are most likely going to convert into leads and engagement.
How to Measure Account-Based Advertising
Now that we’ve known what account-based advertising is, and why most B2B marketers prefer using it to other forms of advertisement, let’s say you just started your first account-based ads campaign, how can you measure it? You can do this through Activity-Based Management (ABM) or by looking out for below key performance indicators(KPI).
Pay Close Attention to Your Ads Engagement
The first thing you’d want to do when measuring your account-based ads is to deny it the benefit of the doubt. What do I mean by that? I know from the name, it is supposed to accurately reach a targeted audience, but sometimes, things may go haywire. So, rather than just believe everything is fine, from time to time, take a look at the campaign and keep a close eye on your engagement rates to see how well or how bad the advertising is performing across devices, personas, sales stages, and the different campaigns you may be running. If it isn’t performing right, pause and modify it.
Check Your Conversion Metrics
What most marketers fail to understand is that, knowing your conversion performance will help them know where and when to optimize their ads to reach a specific target audience. Put differently, follow up your conversion metrics even though your required action was to fill out a form, make them visit your website and so on.
Know the Quality of Your Reach
It isn’t just about reaching a million people without recording any sales to your name. So, track your reach, and optimize the target audience if the campaign isn’t bringing in as many sales as it should.
This is more like running a general check on the ad’s engagement, reach, clicks and conversion. After analyzing them, decide whether or not it has given you more returns than what you used in running the ads campaign. If you’re running at a deficit, that is, the ads aren’t making equal or more returns, try looking for the problem and optimize it. And if that doesn’t work, you can stop it ultimately, rather than waste your money.
In a nutshell, it is very possible for B2B marketers to measure their B2B account-based advertising. However, if after following the KPI’s and there seems to be no solution, it would be in your best interest as a marketer, to pause the ads campaign and perhaps start a new one.