Once your campaigns are live, listen to the data in order to to create new, revenue-driving insights.
Once your campaigns are live and data is coming in, it’s time to turn data into actionable insights. The key here is to distinguish between reporting and analytics. To be successful, you need to do more than just stitch together delivery and performance data. You need to monitor your campaigns daily and use that information to improve your return on ad spend (ROAS).
As you are pulling in campaign data to monitor delivery, make sure to clean it up, de-dupe it, and verify it. Fill in the gaps and begin to formulate some theories on what is driving up and what is pulling down performance.
From there, create a list of optimizations. Review them with the team. Be sure to review the pros and cons and make note of potential pitfalls. Then prioritize them. Roll them out in batches so you can control and better manage campaign changes efficiently.
Campaign Optimization Opportunities:
• Bid strategy updates and budget pacing
• Minor targeting updates (e.g., placement exclusions, negative keywords)
• Identify new testing opportunities
• Identify new testing opportunities
• Adjust bids, creative, keywords, and landing pages
• Examine intent data along with campaign performance metrics to determine target account expansion or reduction opportunities
Campaign optimization also helps you build a baseline of results so you can better pinpoint incremental value. A baseline is critical or you cannot truly begin to weigh optimization impact. We’ll say it again: It’s all about ROAS.
Ready to impress your C-Suite? Reporting on revenue makes everyone look good.
Setting the right cadence to support successful ABM can be trickier than seems. Too frequent and you end up optimizing based on anomalies and not trends. But too infrequent and you miss in-market opportunities. Reporting must find the ideal compromise and support the team in both the short-term and the long-term.
Short-term, weekly status check-ins “keep the trains running on time.” They tell you what’s happened – and what hasn’t happened. This type of reporting should focus on the key numbers so the team can manage delivery. One metric to report on weekly is surging target accounts. This is based primarily on website traffic you receive through your media programs and shows which accounts have high intent on priority topics.
Longer-term monthly reporting optimizes the train schedule for maximum efficiency. It should fuel advanced analytics and big-picture planning by taking deep dives into CX, competitive activity, market dynamics, performance triggers, CTA testing, and more. This element should be impact focused and centered on usable metrics than can drive immediate performance gains. It answers the question; “What are we going to do about it?”
Isolate the data that tells the story of how ABM is affecting the bottom line. Use it to create an actionable report the C-suite can use to evaluate its effectiveness.
Six Metrics:
Aware | Touched | Engaged | Meeting | Pipeline | Deal Size |
% of all target accounts are aware | % Increase in accounts touched | % of all target accounts engaged | % of meetings from target accounts | % comes from target accounts | % increase in opportunity deal size |
.jpeg)