FAQ: 1:1 Campaigns

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lgallardo
lgallardo Posts: 88 6senser
edited August 2023 in All Discussions

What are 1:1 campaigns? 

1:1 campaigns target a single account rather than multiple accounts. As such, you will not typically be able to spend much on these campaigns or deliver a high volume of impressions, with the trade-off of garnering high-value clicks to support conversion efforts. 

When should I run these campaigns? 

These campaigns are ideal if you have a relatively large, high-priority account you want to target. The account needs to be sizable to ensure reach (and even then, reach will be limited).   

How should I set these campaigns up? 

Set up a segment as you normally would but targeting a single account. Then select this segment when setting up a general display campaign. 

To get the most out of 1:1 campaigns, follow these best practices:  

  • Use keyword research to meaningfully personalize copy. 6sense keyword research is a valuable tool to discover what the targeted account’s priorities and pain points are. Use these insights to draft resonant copy. (For instance, if an HR company has been researching DE&I, draft copy like, “How to hire diverse candidates.”) 
  • Test multiple copy iterations to see what resonates most. With 1:1 campaigns, getting the personalized copy right is key. Test at least 3 copy iterations in these campaigns and move quickly to deactivate messaging that isn’t hitting.   
  • Be careful about integrating the account name in the copy. Including the account name in the copy can work—but there’s a thin line between personal and intrusive. Include the account name organically within the copy, with a focus on the value prop, and consider A/B testing copy with the account name against copy without it. 
  • Combat limited reach. 1:1 campaigns will necessarily have limited reach. To ensure healthy delivery, try to leverage these campaigns for relatively large accounts only, and avoid layering in additional targeting parameters like persona targeting or dayparting. 

To learn more about campaign type best practices, as well as campaign budgeting, metrics, campaign setup, general creative best practices, and ad type best practices, reference our Advertising Creatives 101 deck below: 

Advertising Creatives 101 .pptx

You can also email creativeservices@6sense.com with any questions.

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Comments

  • Kimberly Conklin
    Kimberly Conklin Posts: 474 6senser

    Thanks for sharing! 😎

  • Mauro
    Mauro Posts: 3 ✭✭

    Hi @lgallardo - what do you suggest as landing page? a dedicated one or a generic one?

    thanks mauro

  • lgallardo
    lgallardo Posts: 88 6senser
    edited November 2023

    Hi @Mauro! Yes, I'd recommend using a custom landing page. Here are some points to keep in mind when building the 1:1 LP:

    • For 1:1 custom landing pages, the key is to be personalized without coming off as intrusive. While you can integrate the account name in the copy, this should be done sparingly—and ideally, A/B tested against a landing page without the account name to see what performs better. Let the audience tell you if that level of personalization is valuable or too much.
    • What is definitely valuable in a 1:1 campaign is weaving knowledge of that account's specific priorities and pain points into the copy. Similar to when drafting copy for 1:1 ads, use 6sense to assess the keywords the account is researching, and organically weave those learnings into the copy. Is the account, for instance, researching DE&I? Then the copy should emphasize DE&I recruiting features. Make sure this personalization is reflected above the fold, so the account immediately understands the specific value of what's being sold.
    • Throughout the page, use this intel to design more effective social proof. For the DE&I example above, it'd be ideal to find stats backing up the value of DE&I features and/or to leverage testimonials about the effectiveness of those features.
    • Make sure to leverage this personalization in the ad copy too, and to link the two together seamlessly. Tell a cohesive story between the ad and LP, geared toward addressing the account's specific needs.

    Please let me know if you have any questions!

  • Rachel Zerilla
    Rachel Zerilla Posts: 218 6senser

    Great stuff @lgallardo!

  • Blake Van Winkle
    Blake Van Winkle Posts: 3 ✭✭

    Hello - I am wondering how you position the messaging in your 1:1 campaigns. For example, are they used as a way to get a meeting for sales and does the messaging reflect that or are they more of content hubs without 'convincing' type of language? We are trying to avoid having the 1:1 landing page be similar to how a BDR would do outreach.

    Here is a 1:1 example that we're doing for Vera Bradley: https://go.meetmarigold.com/helloverabradley

    Please let me know your thoughts!

  • lgallardo
    lgallardo Posts: 88 6senser

    Hi @Blake Van Winkle, great question! It ultimately depends on the campaign objective. The main takeaway with 1:1 campaign messaging is to make sure you address the target account's priorities and pain points/specific needs and ensure that the custom landing page tells a cohesive story between the ad and landing page.

    Using the Vera Bradley landing page/campaign as an example, you can try something like, "Cultivate stronger customer relationships at Vera Bradley"—this ad messaging addresses a specific need and ties to the landing page. Hope this helps! Please let me know if you have any other questions.

  • Justin Chormicle
    Justin Chormicle Posts: 1 ✭✭✭

    Hi @Igallardo - Thank you for posting! Curious to know if you think of 1:1 as a full-funnel approach (ie. Would you recommend creating multiple segments for a single account that dynamically change messaging/tactics as the account progresses through buying stages?). Or would it make more sense to leave that account within more programmatic 1:Few/1:Many campaigns and then simply layer on more targeted 1:1 touchpoints on top of that? Fairly new to 1:1 campaigns so just trying to get a sense of how these programs would overlap with other ABM programs in place and the actual level of investment needed to launch a ful-fledged 1:1 motion. Thanks in advance!

  • lgallardo
    lgallardo Posts: 88 6senser

    Hi @Justin Chormicle, great question! We typically recommend leveraging 1:1 campaigns on relatively large, high-priority accounts only. It's also worth noting that 1:1 campaigns will have limited reach. With that in mind, your latter approach sounds like a good plan of action. For example, you can run a 1:Many/1:Few TOFU/MOFU campaign with said account as part of the targeted accounts list, and then run a 1:1 BOFU campaign targeting that specific account. Just make sure that the ad messaging addresses the account's specific needs and contains an optimal asset for BOFU audiences, such as a demo, testimonials page, case study, etc. Hope this helps! And please let me know if you have any follow-up questions!

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