{"id":15777,"date":"2019-02-22T21:26:53","date_gmt":"2019-02-22T21:26:53","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?p=15777"},"modified":"2025-03-26T10:05:01","modified_gmt":"2025-03-26T14:05:01","slug":"why-its-time-to-start-leveraging-database-marketing-for-ppc","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/why-its-time-to-start-leveraging-database-marketing-for-ppc\/","title":{"rendered":"Time to Start Leveraging Database Marketing for PPC"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Let\u2019s face it. <\/span><span style=\"font-weight: 400;\">As marketers, there are a million and two initiatives we run at once, and it can get difficult to keep track of what is working and what the data is telling us. Enter database marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s discuss what it is, and why it is the perfect strategy to incorporate into your next B2B pay-per-click (PPC) campaign.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What is Database Marketing? <\/span><\/h2>\n<p><a href=\"https:\/\/searchcrm.techtarget.com\/definition\/database-marketing\"><span style=\"font-weight: 400;\">Database marketing<\/span><\/a><span style=\"font-weight: 400;\"> is a methodical approach to the gathering and processing of consumer data that is stored and maintained in a company\u2019s database. It involves collecting consumer data such as names, email addresses, phone numbers, and other firmographic data. Strategically, in conjunction with PPC advertising platforms, this information can be analyzed and used to create a personalized experience for existing customers, as well as new prospects.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Internal Databases vs. External Databases<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Databases can come from private internal resources, which may contain contact information on existing leads and customers. In many B2B companies, this information can be pulled from marketing automation platforms and customer relationship management (CRM) platforms. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">External databases can be created or obtained from a variety of data providers. Many top B2B data providers not only deliver contact information to build lists but also provide predictive analytics on target accounts. At Directive, you can find <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/case-studies\/\"><span style=\"font-weight: 400;\">our clients<\/span><\/a><span style=\"font-weight: 400;\">\u2019 favorite solutions to obtain these databases below:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.dnb.com\/\"><span style=\"font-weight: 400;\">Dun &amp; Bradstreet<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; Praised for the quality of reporting for account planning and quality of firmographic company data <\/span><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/bombora.com\/\"><span style=\"font-weight: 400;\">Bombora<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; Has leading behavioral\/intent data for accounts and \u201csurge signals\u201d that help with account prioritization<\/span><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/discoverorg.com\/\"><span style=\"font-weight: 400;\">DiscoverOrg<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; Has depth of data for verticals, locations, and contacts<\/span><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.zoominfo.com\/\"><span style=\"font-weight: 400;\">ZoomInfo<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; Has a diverse set of integrations and strong data appending functionality to existing leads<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.dnb.com\/\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-15780 size-full\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian1.png\" alt=\"Screenshot of dun &amp; bradstreet external database that can be used to utilize database marketing.\" width=\"1020\" height=\"565\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian1.png 1020w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian1-300x166.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian1-768x425.png 768w\" sizes=\"(max-width: 1020px) 100vw, 1020px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Obtaining the right database is a whole different beast. It requires a deep understanding of your target buyer\u2019s persona and what key characteristics help segment them from everyone else. After solidifying those characteristics, use the advanced data solutions above as a resource to begin building your ideal database.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">How Does it Work With PPC?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There are a large variety of PPC ad platforms available that database marketing strategies can apply to. Uploading contact lists into an ad platform, to use in campaigns is a native targeting capability for most online ad platforms. Some notables include Google Ads, LinkedIn Ads, Facebook Ads, and Twitter Ads. Account-based marketing (ABM) platforms that include advertising solutions also share in this capability of uploading contact lists. Some of these include Terminus, RollWorks, 6Sense, DemandBase, and more!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this article, we focus on tactics regarding Google Ads and LinkedIn Advertising, as they are two of the more prevalent solutions for most of our B2B clients. Similar strategies can be applied to other ad platforms and networks as well.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After you\u2019ve obtained your database of contact information, you\u2019ll need to know how to upload it. Here\u2019s a step-by-step for each advertising platform:<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Google Ads<\/span><\/h3>\n<h4><span style=\"font-weight: 400;\">Step 1: <\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve logged in to your Google Ads account (assuming you have an existing account, if not, see these instructions: <\/span><a href=\"https:\/\/support.google.com\/google-ads\/answer\/6366720?hl=en\"><span style=\"font-weight: 400;\">Creating a Google Ads account<\/span><\/a><span style=\"font-weight: 400;\">) locate the \u201cAudience manager\u201d under Tools:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-15781\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian2-1024x349.png\" alt=\"Step 1 in setting up Google Ads account.\" width=\"1024\" height=\"349\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian2-1024x349.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian2-300x102.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian2-768x262.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian2-1536x524.png 1536w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian2.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">Step 2:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Select the + symbol and select \u201cCustomer List.\u201d<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-15783\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian3-1024x341.png\" alt=\"Screenshot showing how to create a remarketing list in Google Ads for database marketing.\" width=\"1024\" height=\"341\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian3-1024x341.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian3-300x100.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian3-768x256.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian3.png 1268w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h4><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15782\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian4.png\" alt=\"Screenshot showing how to create a customer list. \" width=\"386\" height=\"512\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian4.png 386w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian4-226x300.png 226w\" sizes=\"(max-width: 386px) 100vw, 386px\" \/><\/h4>\n<h4><span style=\"font-weight: 400;\">Step 3:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Create a name for your audience, upload the data, and submit by selecting \u201cUPLOAD AND CREATE LIST\u201d. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then you\u2019re done! Now you can utilize this list in Google Search, YouTube, and Gmail campaigns. \u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Linkedin Ads<\/span><\/h3>\n<h4><span style=\"font-weight: 400;\">Step 1:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve logged in to your LinkedIn Ads Campaign Manager dashboard (assuming you have an existing account, if not, see these instructions: <\/span><a href=\"https:\/\/www.linkedin.com\/help\/linkedin\/answer\/5749\/creating-an-account-for-campaigns?lang=en\"><span style=\"font-weight: 400;\">Creating a LinkedIn Ads account<\/span><\/a><span style=\"font-weight: 400;\">) locate \u201cMatched Audiences\u201d under \u201cAccount Assets\u201d:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-15784\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian5-1024x509.png\" alt=\"Screenshot showing how to start creating a LinkedIn ads campaign.\" width=\"1024\" height=\"509\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian5-1024x509.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian5-300x149.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian5-768x382.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian5.png 1046w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">Step 2: <\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Select \u201cUploaded list audiences\u201d and then choose your preferred upload method between \u201cConnect to data integration\u201d and \u201cUpload a list\u201d. A great benefit to LinkedIn\u2019s platform is the capability of <\/span><a href=\"https:\/\/www.linkedin.com\/help\/lms\/answer\/73937\"><span style=\"font-weight: 400;\">connecting with contact management platforms<\/span><\/a><span style=\"font-weight: 400;\"> such as Marketo, Eloqua, LiveRamp, Zapier Acxiom, Salesforce Advertising Studio, and Pegasystems.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15785\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian6.png\" alt=\"Screenshot showing how to upload a list into LinkedIn Campaign Manager.\" width=\"512\" height=\"98\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian6.png 512w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian6-300x57.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">Step 3:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">If you choose to upload your own list, follow the file guidelines and submit. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15786\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian7.png\" alt=\"Screenshot showing how to upload a personalized list into LinkedIn Campaign Manager. \" width=\"486\" height=\"512\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian7.png 486w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian7-285x300.png 285w\" sizes=\"(max-width: 486px) 100vw, 486px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s all it takes! After giving the platform a few days to fully process the data, you can begin incorporating these databases as targeting parameters in your campaigns.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Why is Database Marketing Important for ROI?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Today, marketers are finding it harder to consistently improve performance. In a recent study by <\/span><a href=\"https:\/\/blog.adstage.io\/google-adwords-benchmarks-q1-2018\"><span style=\"font-weight: 400;\">Adstage<\/span><\/a><span style=\"font-weight: 400;\">, they found that average Google CPCs increased 117 percent year-over-year. As a result, to afford the same amount of clicks at the same conversion rates, PPC managers are having to pay more for every conversion and lead. <\/span><\/p>\n<figure id=\"attachment_15787\" aria-describedby=\"caption-attachment-15787\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15787\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian8-1024x272.png\" alt=\"Rise in average cost-per-click on Google Ads. \" width=\"500\" height=\"133\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian8-1024x272.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian8-300x80.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian8-768x204.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian8.png 1410w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><figcaption id=\"caption-attachment-15787\" class=\"wp-caption-text\">(2012 &#8211; 2014 Average CPC)<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">This trend isn\u2019t changing anytime soon. In the past few years, Google has introduced new automated bidding strategies including Maximize Conversions, Target Outranking Share, and Maximize Impression Share. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">When used correctly, these bidding strategies can improve campaign performance by leveraging historical data to optimize ad positioning at a more efficient rate than manual bidding. However, as an effect of letting machines and automation control bids, average CPCs are bound to continue rising. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">What do you think will happen when six of your competitors are utilizing the same maximize impression share bid strategy? Competitors will continue to outbid each other and push up <a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/cpc\/\">CPC<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If expensive clicks aren\u2019t enough, B2B marketers typically battle complicated marketing funnels and long sales cycles. Proving ROI when top-of-funnel leads convert to sales-qualified opportunities in 30, 60, 90+ days can be challenging mountains to climb. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Check out this <a href=\"https:\/\/directiveconsulting.com\/ca\/blog\/2018\/06\/07\/5-stages-of-the-consumer-decision-making-process-and-how-its-different\/\">video<\/a> to learn more about B2B decision making processes. See how to adapt your strategies to empower your marketing and have successful campaigns that generate a terrific return.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">How Does Leveraging Databases Help Drive ROI?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When utilizing Google search campaigns, most companies rely solely on keyword targeting without audience targeting to generate their leads. This causes issues in lead quality when you can\u2019t filter the type of users that your ads are serving to.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s use an example of a B2B SaaS solution: CRM Software. One of your target keywords might be: \u201ccrm software\u201d. With this setup, you would serve ads to anyone searching with \u201ccrm software\u201d in their search query. This means that your ad could serve to a business student searching for \u201ccrm software companies\u201d to learn more about crm solutions for a sales management class. Without audience targeting layered with keyword targeting, you can\u2019t control who you\u2019re getting clicks from.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On many occasions, B2B companies are only trying to gain business from specific job titles at companies over a certain employee size. If keyword targeting is the only parameter used, you\u2019ll generate tons of unwanted contacts that lead to inefficient spend and decreased ROI. If a CRM company were casting a wide net targeting the keyword \u201ccrm software\u201d, there is a risk of generating high volumes of clicks from unwanted users. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">When the suggested CPC for this keyword is estimated at $30.28 and average search volume is 74,000 searches (see image below), it is a powerful capability to limit your clicks to only your <a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/target-audience\/\">target audience<\/a>. \u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-15788\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian9-1024x681.png\" alt=\"Screenshot of example of SERP results that can be used for better database marketing.\" width=\"1024\" height=\"681\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian9-1024x681.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian9-300x199.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian9-768x511.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian9.png 1426w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Utilizing internal and external databases can help ensure you are reaching the right people with your ads, by excluding everyone else that doesn\u2019t fit your target audience. Combining these two capabilities of targeting with the contacts searching for your solution is a winning formula. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead of targeting hundreds of millions of searchers, you can more effectively target a smaller amount of your most valuable contacts and target accounts&#8230;and start increasing the ROI you\u2019re looking for. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now that we\u2019ve discussed the necessity for databases in your PPC campaigns, where to craft your ideal target customer database, and how to upload them into two powerful ad platforms, \u00a0now comes the fun part.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s review how to execute specific strategies and campaigns.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Campaign Strategy: Attracting New Customers<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Your target account list may never be fully complete. However, taking that leap to narrow your focus on generating more qualified contacts gives you an advantage over everyone else in the PPC game. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s dive into how you can show up for the right person when it matters. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">New Customers: Using \u201cSearch\u201d as Buyer Intent Signal<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">One of the primary principles of PPC strategy is serving text ads in search engines to users with buying intent. When someone is actively searching for a solution that aligns exactly with your core product values, it is critical you make a strong impression. Make them take action! <\/span><\/p>\n<p><span style=\"font-weight: 400;\">While most PPC managers already know the basics of building a search campaign in Google Ads, we\u2019ve included a link to a <\/span><a href=\"https:\/\/blog.tryadhawk.com\/google-adwords\/tutorial-tuesday-how-to-set-up-a-basic-search-campaign\/\"><span style=\"font-weight: 400;\">Search Campaign Setup Guide<\/span><\/a><span style=\"font-weight: 400;\"> to refresh or learn new insight. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For our purpose, let\u2019s assume you\u2019ve already accomplished some of the following:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Uploaded your target contact list into Google Ads Audience Manager<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Identified ideal buyer intent keywords<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Produced a <a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/landing-page\/\">landing page<\/a> with a compelling offer and CTA<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Now, we\u2019ve arrived to the fun part, which is personalizing your messaging to create an engaging experience for your target buyer. Before we jump into examples, let\u2019s review a few simple steps where you can implement the Google Ads audience that you created earlier from your database. <\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Selecting Audiences in Google Ads: Step by Step<\/span><\/h4>\n<h4><span style=\"font-weight: 400;\">Step 1:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">After logging into your Google Ads account, select the campaign you\u2019d like to implement the audience to under \u201cCampaigns\u201d.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-15789\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian11-1024x667.png\" alt=\"Screenshot showing how to set audience in Google Ads. \" width=\"1024\" height=\"667\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian11-1024x667.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian11-300x196.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian11-768x501.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian11.png 1384w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">Step 2:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">After entering into the campaign level of your desired campaign, select \u201cAudiences\u201d. <\/span><\/p>\n<p><a href=\"https:\/\/directiveconsulting.com\/ca\/blog\/why-its-time-to-start-leveraging-database-marketing-for-ppc\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15790\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian12.png\" alt=\"\" width=\"632\" height=\"950\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian12.png 632w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian12-200x300.png 200w\" sizes=\"(max-width: 632px) 100vw, 632px\" \/><\/a><\/p>\n<h4><span style=\"font-weight: 400;\">Step 3:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Click the blue pencil icon next to \u201cAudiences\u201d to select your desired audiences. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15791\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian13.png\" alt=\"Screenshot of step 3 on setting up audiences for Google Ads.\" width=\"414\" height=\"206\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian13.png 414w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian13-300x149.png 300w\" sizes=\"(max-width: 414px) 100vw, 414px\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">Step 4:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Select Add to \u201cCampaign\u201d and select \u201cTargeting\u201d. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-15792\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian14-1024x394.png\" alt=\"Screenshot of step 4 of setting up audiences in Google Ads.\" width=\"1024\" height=\"394\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian14-1024x394.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian14-300x115.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian14-768x295.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian14.png 1223w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">Step 5: <\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Search for your named audience and select it. \u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-15793\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian15-1024x569.png\" alt=\"Screenshot of step 5 of setting up audiences in Google Ads. \" width=\"1024\" height=\"569\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian15-1024x569.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian15-300x167.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian15-768x427.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian15.png 1490w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">If it works better for your business goals, you can select \u201cHow they have interacted with your business\u201d &gt; \u201cCustomer Lists\u201d &gt; and then, choose your uploaded audience. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">See below: <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15794\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian16.png\" alt=\"\" width=\"512\" height=\"485\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian16.png 512w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian16-300x284.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/> <img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15795\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian17.png\" alt=\"\" width=\"512\" height=\"492\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian17.png 512w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian17-300x288.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">Step 6: <\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Click \u201cSave\u201d and you\u2019ve arrived at the finish line. Congratulations! That wasn\u2019t so bad, was it?<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Next steps involve: <\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Identifying Key Performance Indicators (KPI\u2019s) to Measure Success<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Gathering Data<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Analyzing Performance<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Optimization and Testing<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Analyzing lead lifecycle data for specific accounts in CRM systems to measure ROI for your campaign<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Moving forward, let\u2019s outline an example campaign strategy that may spark modern ideas for your campaign personalization. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Example Campaign Targeting &amp; Messaging Brief <\/span><\/h3>\n<h4><span style=\"font-weight: 400;\">Target Audience Details:<\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Industry: Electrical Contractors<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Revenue Range: $50 million or More<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Job Titles: Head of Operations, Operations Director, VP of Operations, COO<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Key pain points:<\/span>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Risk Mitigation<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Connecting Field &amp; Office communication<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Spreadsheet overload<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h4><span style=\"font-weight: 400;\">Generic (all industries) Messaging:<\/span><\/h4>\n<figure id=\"attachment_15796\" aria-describedby=\"caption-attachment-15796\" style=\"width: 512px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15796 size-full\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian18.png\" alt=\"Example of generic ad messaging.\" width=\"512\" height=\"87\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian18.png 512w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian18-300x51.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption id=\"caption-attachment-15796\" class=\"wp-caption-text\">(Ad Preview &#8211; Generic)<\/figcaption><\/figure>\n<figure id=\"attachment_15797\" aria-describedby=\"caption-attachment-15797\" style=\"width: 512px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15797 size-full\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian19.png\" alt=\"Example of generic landing page messaging. \" width=\"512\" height=\"336\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian19.png 512w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian19-300x197.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption id=\"caption-attachment-15797\" class=\"wp-caption-text\">(Landing Page Preview &#8211; Generic)<\/figcaption><\/figure>\n<h4><span style=\"font-weight: 400;\">Industry Specific (Electrical) Messaging Updates:<\/span><\/h4>\n<figure id=\"attachment_15798\" aria-describedby=\"caption-attachment-15798\" style=\"width: 805px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15798 size-full\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian20.png\" alt=\"Updated ad messaging on the SERP. \" width=\"805\" height=\"150\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian20.png 805w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian20-300x56.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian20-768x143.png 768w\" sizes=\"(max-width: 805px) 100vw, 805px\" \/><figcaption id=\"caption-attachment-15798\" class=\"wp-caption-text\">(Ad Preview &#8211; Headline &amp; Description Adjusted)<\/figcaption><\/figure>\n<figure id=\"attachment_15807\" aria-describedby=\"caption-attachment-15807\" style=\"width: 512px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15807 size-full\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian21-1.png\" alt=\"Updated landing page messaging to enhance database marketing.\" width=\"512\" height=\"335\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian21-1.png 512w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian21-1-300x196.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption id=\"caption-attachment-15807\" class=\"wp-caption-text\">(Landing Page &#8211; Messaging Adjusted)<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Combining a personalized ad experience to your target audience, when they\u2019re in the market for your solution, is a winning formula for driving ROI. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Campaign Strategy: Leveraging Existing Customer Databases <\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Some of the lowest hanging fruit for any business is driving new business from existing customers. Below, you\u2019ll find real examples of how to leverage your internal customer database to drive new deals.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Existing Customers: Renewals and Upsells<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Many B2B products and solutions are based on subscription models that involve renewals. In addition, B2B products are often not isolated to one solution or capability, and the opportunity for upsells are available. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Utilizing PPC campaigns to promote to these customer databases gives you a massive advantage when trying to maintain business or increase customer <a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/lifetime-value\/\">lifetime value<\/a> (LTV).<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Renewal Strategy:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">For example, let\u2019s say company X is one month away from their contract renewal date with your product. They\u2019re evaluating the value of your solution or service and may be considering ending their contract. This is critical timing for your company to proactively communicate why you are the best solution.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why not create a LinkedIn Sponsored Content Campaign that promotes awards and achievements, case studies, new product feature releases, analyst reports, etc.? By exporting a contact database and implementing them into your campaign, you can increase your likelihood of renewals with valued customers. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s as simple as following these four steps to create a database marketing driven LinkedIn campaign. \u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Step 1:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">After logging into your LinkedIn Ads account, select \u201cCreate Campaign\u201d. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15808\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian22-1.png\" alt=\"Create campaign in LinkedIn for renewal strategy. \" width=\"512\" height=\"68\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian22-1.png 512w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian22-1-300x40.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">Step 2:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Under the Sponsored Content option, click \u201cSelect\u201d. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15809\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian23-1.png\" alt=\"Set up sponsored content in your LinkedIn campaign to increase your database marketing strategy.\" width=\"826\" height=\"460\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian23-1.png 826w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian23-1-300x167.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian23-1-768x428.png 768w\" sizes=\"(max-width: 826px) 100vw, 826px\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">Step 3:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">This third step can be broken down further into four smaller steps (<\/span><a href=\"https:\/\/www.linkedin.com\/help\/lms\/answer\/39572\"><span style=\"font-weight: 400;\">LinkedIn Sponsored Content Overview<\/span><\/a><span style=\"font-weight: 400;\">):<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0 \u00a0 \u00a01. Name your campaign &gt; Select your campaign group &gt; Choose your objective &gt; Select your desired ad format. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-15810\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian24-1-1024x675.png\" alt=\"Continue setting up your LinkedIn campaign to increase database marketing efforts.\" width=\"1024\" height=\"675\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian24-1-1024x675.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian24-1-300x198.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian24-1-768x506.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian24-1.png 1035w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><span style=\"font-weight: 400;\">\u00a0 \u00a0<\/span>\u00a0 2. Build your ads. Depending on your existing creative assets or content, you will select \u201cCreate Sponsored Content\u201d or select an existing post to sponsor.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15811\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian25-1.png\" alt=\"Next step in creating LinkedIn campaign for renewal strategy. \" width=\"512\" height=\"76\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian25-1.png 512w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian25-1-300x45.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0 \u00a0 \u00a0 3. Create your Audience. <\/span><b>This is the most important step when incorporating database marketing strategy.<\/b><span style=\"font-weight: 400;\"> Remember that audience you built earlier in this post based on your CRM contact database? You finally get to use it!<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15804\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian26.png\" alt=\"Target a list of accounts or contacts on LinkedIn. \" width=\"750\" height=\"655\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian26.png 750w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian26-300x262.png 300w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0 \u00a0 \u00a0 4. Choose your goal &gt; Set up Conversions (IMPORTANT: <\/span><a href=\"https:\/\/www.linkedin.com\/help\/linkedin\/answer\/67514\/setting-up-linkedin-conversion-tracking?lang=en\"><span style=\"font-weight: 400;\">Conversion Setup Guide<\/span><\/a><span style=\"font-weight: 400;\">) &gt; Set your budget &gt; Choose your bid type &gt; Set your campaign schedule &gt; Choose your ad rotation preference &gt; select \u201cLAUNCH\u201d.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15805\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian27.png\" alt=\"Set up conversion tracking in LinkedIn campaign.\" width=\"512\" height=\"396\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian27.png 512w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian27-300x232.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">Step 4:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Congratulations! You\u2019ve got a new campaign and potential opportunity to enhance your brand. Give it your best effort. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Next steps involve: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Identifying key performance indicators (KPI\u2019s) to measure success<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Gathering data<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Analyzing performance<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Optimization and testing<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Analyzing lead lifecycle data for specific accounts in CRM systems to measure ROI for your campaign<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If you\u2019re having trouble coming up with creative ideas for your renewal marketing campaign, check out some examples of the unique creative we\u2019ve helped our clients produce for LinkedIn:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Promotion Examples:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Gartner Analyst Reports<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Forrester Wave Reports<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">G2Crowd Company Comparison Reports<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_15812\" aria-describedby=\"caption-attachment-15812\" style=\"width: 512px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15812 size-full\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian28-1.png\" alt=\"Example of Gartner Analyst Report used to increase database marketing efforts.\" width=\"512\" height=\"487\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian28-1.png 512w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian28-1-300x285.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption id=\"caption-attachment-15812\" class=\"wp-caption-text\">(Gartner Magic Quadrant Analyst Report &#8211; Sponsored Content)<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_15813\" aria-describedby=\"caption-attachment-15813\" style=\"width: 494px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15813 size-full\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian29.png\" alt=\"Example of strong G2 Crowd comparison report as part of database marketing strategy.\" width=\"494\" height=\"409\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian29.png 494w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian29-300x248.png 300w\" sizes=\"(max-width: 494px) 100vw, 494px\" \/><figcaption id=\"caption-attachment-15813\" class=\"wp-caption-text\">(G2 Crowd comparison report &#8211; Sponsored Content)<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_15814\" aria-describedby=\"caption-attachment-15814\" style=\"width: 512px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15814 size-full\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian30.png\" alt=\"Example of Forrester Wave Analyst Report used as part of a strong database marketing tactic.\" width=\"512\" height=\"361\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian30.png 512w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian30-300x212.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption id=\"caption-attachment-15814\" class=\"wp-caption-text\">(Forrester Wave Analyst Report &#8211; Landing Page)<\/figcaption><\/figure>\n<h4><span style=\"font-weight: 400;\">Upsell Strategy:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Now, you have seen step by step how to create an entire Sponsored Content campaign with database audience targeting, let\u2019s dive into how you can use it for upsells for your company.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is common for B2B companies to provide various product suites and solutions that involve upsells. For companies to continue growing and meet new demand, new product launches are perfect opportunities to generate new revenue from existing customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By following the campaign setup instructions above, you should have the necessary tools to upload your database of existing customers that are prime for an upsell.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some great marketing program strategies and assets that you can build off of for your campaign:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Promote a software demo video that visualizes the capabilities of your new product offering. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Boost press releases that generate buzz and social sharing around your new product announcement.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Host scheduled webinars that walk through specific features and benefits in a more informal setting. <\/span><\/li>\n<\/ul>\n<figure id=\"attachment_15815\" aria-describedby=\"caption-attachment-15815\" style=\"width: 512px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15815 size-full\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian31.png\" alt=\"Screenshot of sponsored content webinar, used as an upsell for database marketing strategy.\" width=\"512\" height=\"390\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian31.png 512w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/02\/Brian31-300x229.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption id=\"caption-attachment-15815\" class=\"wp-caption-text\">(Webinar &#8211; Sponsored Content)<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Your existing clients trust you and are more likely to engage with this content than new prospects. By testing some of these strategies, you can increase your probability of generating upsells and increasing the LTV of existing customers.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What\u2019s Next?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Search marketing is all about reaching the right audience at the right time. Leveraging databases and PPC campaigns are optimal solutions for effective demand generation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The industry is evolving to <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/blog\/tactics-to-test-for-better-account-based-marketing\/\"><span style=\"font-weight: 400;\">Account Based Marketing (ABM)<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.business2community.com\/marketing\/dos-donts-persona-based-marketing-01989138\"><span style=\"font-weight: 400;\">persona-based marketing<\/span><\/a><span style=\"font-weight: 400;\">. Both of these strategies require strong customer databases. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Do you have the right database to support that? B2B marketers, this is something you must be sure of. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Testing new campaign strategies can be both scary and exciting. I hope that the examples included in this piece give you the confidence to leverage databases in your next PPC campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Want to learn more about how to optimize your PPC campaigns? Read more <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/blog\/make-high-impact-ppc-optimizations-in-short-amount-of-time\/\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">! \u00a0<\/span><\/p>\n<p><strong>More Resources:<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/directiveconsulting.com\/ca\/institute\/modules\/ppc-course\/\">PPC Training<\/a><\/li>\n<li><a href=\"https:\/\/directiveconsulting.com\/ca\/institute\/lessons\/intro-to-ppc\/\">Intro to PPC<\/a><\/li>\n<li><a href=\"https:\/\/directiveconsulting.com\/ca\/institute\/lessons\/create-google-ads-account\/\">Create a Google Ads Account<\/a><\/li>\n<li><a href=\"https:\/\/directiveconsulting.com\/ca\/institute\/lessons\/ppc-competitor-analysis\/\">PPC Competitor Analysis<\/a><\/li>\n<li><a href=\"https:\/\/directiveconsulting.com\/ca\/institute\/lessons\/ppc-keyword-research\/\">PPC Keyword Research<\/a><\/li>\n<li><a href=\"https:\/\/directiveconsulting.com\/ca\/institute\/lessons\/ppc-strategy\/\">PPC Strategy<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Let\u2019s face it. As marketers, there are a million and two initiatives we run at once, and it can get<\/p>\n","protected":false},"author":6,"featured_media":15941,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[25,48,50],"tags":[95,140,149],"class_list":["post-15777","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b","category-perspectives","category-ppc","tag-data","tag-ppc","tag-roi"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Time to Start Leveraging Database Marketing for PPC | Directive<\/title>\n<meta name=\"description\" content=\"What is Database Marketing? 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