4 Revenue Plays for Google Ads

Courtney Smith

In May we launched 6sense Segments for Google Ads to help customers easily, effectively, and affordably engage buyers with digital advertising.

The new product automates and streamlines the process of identifying, managing, and sending first-party contacts to Google Ads. By appending additional contact information such as business and personal email addresses, phone numbers, and locations, 6sense customers are seeing an average of up to a 2x increase in Google match rates.

Below are some recommended revenue plays to execute when using 6sense Segments for Google Ads.

Revenue Play #1

Objective: You want to upsell existing customers with a newly launched product.

Revenue Play: Create a 6sense segment of existing customers. Prior to sending the audience to Google Ads, 6sense will match the accounts in the segment to your CRM or MAP contact data and enrich those contacts with additional data, such as phone numbers and personal email addresses. Once the audience is pushed to Google, you can run a YouTube video campaign to educate your customers on the new product.

Revenue Play #2

Objective: You want to follow up with prospects that attended a recent trade show your company sponsored.

Revenue Play: Upload the trade show attendee list to your CRM or MAP and create a 6sense segment of accounts from that list. Prior to syncing to Google, 6sense will try to enrich the segment with personal email addresses. You can then run display ads against that audience using Google Display Network or DV360.

Revenue Play #3

Objective: Your SEM campaigns are using several competitive keywords, but you want to boost bids on in-market prospects.

Revenue Play: Create a segment of accounts that are in "Decision" or "Purchase" buying stage (or that are currently 6QAs) and sync that segment to Google. You can then create new SEM campaigns with higher bids for higher priority audiences.

Revenue Play #4

Objective: Through your demand gen efforts, you've created a combination of MQLs and dead/lost opportunities that never materialized into revenue and you want to re-engage them.

Revenue Play: You can either a) create a segment of all accounts in your ICP and exclude active customers, then sync that segment to Google or b) create a segment of accounts with closed/lost opportunities in the last X number of days and sync those to Google. Then you can run a YouTube video or Google Display Network ad campaign to re-engage old contacts.

What revenue plays are YOU running? Letting us know below!

Kimberly Conklin

@Brandon McBride would love to know what y'all are doing