6sense display ads strategy

Options
Myriam Hokayem
Myriam Hokayem Posts: 2 ✭✭✭
edited March 13 in All Discussions

Hi everyone,

I’m looking for some insights on display advertising limits.

If my monthly reach limit is 250 accounts, can I run two different display ads simultaneously to promote two separate assets to the same 250 accounts? Or would that exceed the limit in any way?

Also, what's the recommended minimum budget per account to ensure my ads perform effectively?

Thanks in advance for your help!

Comments

  • Brandon McBride
    Brandon McBride Posts: 293 ✭✭✭✭✭✭

    This has always been a tricky place. The short answer is yes. You could run a thousand ads to those same 250 accounts (but I wouldn't recommend it).

    The long answer is that, because segments are dynamic, 6sense has always given some leeway in terms of number of accounts so you could most likely exceed that by a small percentage without getting in trouble and your CSM would most likely give you a heads-up before you ran into any real issues.

    The good answer is that in this post they announced that as of March 25th we'll have no account limits, so I doubt you'd have any problem just running whatever you feel like.

    Disclaimer: I'm not an employee and I don't want to get in trouble with @Kimberly Conklin.

  • Jarrod Cohen
    Jarrod Cohen Posts: 51 ✭✭✭✭✭✭

    Brandon hits the nail on the head, as usual!

    You'll likely find your "target" list of 250 accounts is more like 800-1200 accounts reached due to the dynamic nature of accounts moving in and out of segments. 6sense has always been generous here and given the new update, this isn't something you'll need to worry about.

  • Myriam Hokayem
    Myriam Hokayem Posts: 2 ✭✭✭

    Thanks so much @Jarrod Cohen and @Brandon McBride. Regarding ad spending, is there a minimum ad spent per account that you recommend for the ad to perform well?

  • Jarrod Cohen
    Jarrod Cohen Posts: 51 ✭✭✭✭✭✭
    edited March 19

    Yes - this post has good info. Generally, we like to spend more of our budget (70-75%) on awareness/consideration accounts to try go drive preference for our brand earlier in the buying journey. We know about 80% of a B2B sales cycle (around 11 months) happens without the buyer wanting to talk to a vendor. So we want to make sure we're that vendor they talk to, when they're ready, so a good chunk of our budget is spent earlier in the funnel as an aggregate. By the time an account is 6QA, we keep high level marketing messaging on those accounts but largely let our sales teams prospect into them.

    Though the majority of our budget goes to awareness & consideration accounts, on a per account basis, as they go down the buying journey (from awareness > purchase), we spend more per account because there are simply fewer of them. Display will be cheaper than LinkedIn, so we use display and interstitial video for earlier in the buying journey and then layer on paid LinkedIn at the consideration stage.

    We were not spending enough to land a reasonable number of impressions per account, so we've increased our per account budget and found the following works for us (though it ebbs and flows with the number of accounts in the segments at any one time):

    • Awareness display: $3.05/account reached / $18.55 account engaged/month
    • Consideration display: $4.00/account reached / $11.14 account engaged/month
    • Consideration LinkedIn: $4.80/account reached / $17.43 account engaged/month
    • Decision display: $3.41/account reached / $7.63 account engaged/month
    • Decision LinkedIn: $3.66/account reached / $7.36 account engaged/month
    • Purchase display: $21.37/account reached / 27.45 account engaged/month
    • Purchase LinkedIn: $17.00 /account reached / $40.47 account engaged/month

Categories