Hello SaaSpreneurs! 👋

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 a project management tool, and some companies on your list are grappling with remote collaboration. You can tailor ads that underscore the features of your tool, facilitating seamless remote work. This can help your ads strike a chord with your target audience.

Capitalising on Customised Offers and Promotions

Leverage your customer list to create ads with customised offers or promotions for specific accounts. For instance, if you’re gearing up to roll out a new feature that would be particularly beneficial for a segment of your list, you can create ads promoting a free trial of this feature exclusively for them. This not only drives engagement but also makes your target accounts feel valued and understood.

Retargeting with Customer Match

Customer Match allows you to upload your customer list to Google Ads and serve ads to those customers when they’re signed into Google. This is perfect for ABM as you can target your key accounts with highly personalised ads. For instance, if certain accounts have explored your premium services but haven’t yet made the upgrade, you can run retargeting ads emphasising the benefits of your premium package, tailored to their specific needs and challenges.

Don’t be Afraid to Experiment

In the world of SaaS, standing out can be a daunting task. However, by integrating Google Ads into your ABM strategy, you can reach and engage your target accounts more effectively, leading to increased conversions and sales. It’s about being at the right place, at the right time, with the right message — and Google Ads can help you achieve just that.

Remember, the key to successful marketing is constantly testing and learning. So, don’t be afraid to experiment and see what works best for your business. Until next time, keep innovating and disrupting!