Precision or Reach? Navigating the Varied Landscape of ABM Ads Versus Standard Paid Ads
ABM ads and standard paid ads focused on search terms both fall under the umbrella of paid advertising, but they differ in terms of targeting strategy and the nature of the audience they aim to reach.
Let's explore the distinctions between the two, particularly when it comes to what triggers an ad to be displayed:
Targeting
ABM Ads:
Focus on specific high-value accounts or companies, often identified through careful research and collaboration between sales and marketing teams. The targeting is account-centric, aiming to engage decision-makers within those targeted accounts.
Search Term Ads:
Target users based on specific search queries or keywords. The targeting is more user-centric, aiming to display ads to individuals who are actively searching for information related to the specified keywords.
Informational Precision
ABM Ads:
Emphasize personalized messaging for targeted accounts but may provide broader contextual information about the company. However, the level of detail is often limited to what is known about the specific accounts.
Search Term Ads:
Offer a higher degree of informational precision as they directly respond to user-initiated queries. Users actively seeking information through search queries receive more detailed and relevant information based on their specific needs and intent.
Scope and Reach
ABM Ads:
Tend to have a more limited reach since they are focused on a select group of high-priority accounts. The goal is quality engagement with a specific audience.
Search Term Ads:
Have a broader reach, as they are designed to capture the attention of anyone actively searching for the specified terms, regardless of the specific company or account.
Personalization
ABM Ads:
Highly personalized to address the specific needs and challenges of the targeted accounts. The messaging is tailored to resonate with the decision-makers within those accounts.
Search Term Ads:
While ad copy can be somewhat tailored to the search intent, the level of personalization is generally lower compared to ABM ads. The focus is on relevance to the search query.
Intent and Timing
ABM Ads:
Often used throughout the buyer's journey, with a focus on building and maintaining relationships with key accounts over time. The timing is strategic and may not be directly tied to immediate purchase intent.
Search Term Ads:
Capitalize on users' immediate intent to find information or make a purchase. These ads are displayed when users actively search for specific terms, indicating a current interest or need.
Metrics and KPIs
ABM Ads:
Success is often measured by engagement and conversion rates within the targeted accounts. Metrics may include account-level metrics, such as deal size and customer lifetime value.
Search Term Ads:
Success is typically measured by click-through rates, conversions, and other metrics associated with user interactions resulting from specific search queries.
Ad Platforms
ABM Ads:
May be implemented across various channels, including social media (LinkedIn), display advertising, and content marketing, depending on where the target accounts are most active.
Search Term Ads:
Primarily implemented on search engines like Google or Bing through platforms like Google Ads, where advertisers bid on keywords to display ads in search results.
In summary, while both ABM ads and search term-focused ads involve paid advertising, ABM ads are more account-centric, targeting specific high-value accounts, while search term ads are more user-centric, targeting individuals based on their immediate search intent and the keywords they use. The choice between the two depends on the marketing goals, target audience, and overall strategy of the business.
Written by Raycheal Proctor
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