Behind the scenes on the Loom ABM ad campaign
3 mins
Transcript
Show Transcript
Hey y'all, Nick from Loom here. Thanks so much for recognizing the ABM ads that that we created, and so happy to give y'all a little snapshot into the context, background, and performance so far.
So context is we have a target account list that we're looking to grow awareness and usage at. And so it, those account lists meet specific criteria internally that we're looking to influence.
And so I took that account list and for each company are making those custom ads that you see. And so the amount of Loom users is, is correct there.
And so we we're looking at like active loom recorders over a certain timeframe. And for specific companies, I'll go in and I have individual campaigns for each account.
And so that's how I get that level of targeting. I also have job title and seniority layers added on. If the company's big enough, some of them aren't big enough and I have to just target the entire company itself, and I can't layer on the other attributes because it makes the audience size too small.
And so it is a test right now that we're running. And so we're trying to understand is this an effective lever for us to go into next year with more confidence in this specific strategy and how it impacts our business goals.
And so right now everything is manual. I have a couple of ad templates in Figma that my brand team made me with the spec, the specifications that I gave them, and I go in and find logos, swapped them out myself, duplicate campaigns and add them.
But the performance so far from a ad creative perspective is incredible. And so I've, I did blur out some of the, the company names using looms new blur feature that's now in beta quick plug, but the click through rate is incredible.
Like I am used to 0.4, 0.5, like I've, I've seen as high as 0.8 to 1% for super broad targeted ads on LinkedIn with the right messaging, the right creative, the right offer I've never seen you know, higher than 1% of a click through rate for any of those type of ads.
And all of these ads across every single company are showing significantly higher than average click through rates. And so the next lever lever that we're looking at is taking this personalization all the way through their new user experience at Loom and how we can give these users the white glove treatment.
So it's not just personalization on the ads, but then they get bucketed into the same onboarding flow that everyone else does.
Like how can we really treat these people in a unique and personalized way and take this experience all the way through their first time using and hopefully recording with Loom.
So I hope that was like a helpful, a helpful overview, but lots of manual work, lots of manual account list building, lots of relying on LinkedIn's, kind of like company targeting.
And right now it's all a test, but early indicators are strong. Thanks y'all.
Transcript
Show Transcript
Hey y'all, Nick from Loom here. Thanks so much for recognizing the ABM ads that that we created, and so happy to give y'all a little snapshot into the context, background, and performance so far.
So context is we have a target account list that we're looking to grow awareness and usage at. And so it, those account lists meet specific criteria internally that we're looking to influence.
And so I took that account list and for each company are making those custom ads that you see. And so the amount of Loom users is, is correct there.
And so we we're looking at like active loom recorders over a certain timeframe. And for specific companies, I'll go in and I have individual campaigns for each account.
And so that's how I get that level of targeting. I also have job title and seniority layers added on. If the company's big enough, some of them aren't big enough and I have to just target the entire company itself, and I can't layer on the other attributes because it makes the audience size too small.
And so it is a test right now that we're running. And so we're trying to understand is this an effective lever for us to go into next year with more confidence in this specific strategy and how it impacts our business goals.
And so right now everything is manual. I have a couple of ad templates in Figma that my brand team made me with the spec, the specifications that I gave them, and I go in and find logos, swapped them out myself, duplicate campaigns and add them.
But the performance so far from a ad creative perspective is incredible. And so I've, I did blur out some of the, the company names using looms new blur feature that's now in beta quick plug, but the click through rate is incredible.
Like I am used to 0.4, 0.5, like I've, I've seen as high as 0.8 to 1% for super broad targeted ads on LinkedIn with the right messaging, the right creative, the right offer I've never seen you know, higher than 1% of a click through rate for any of those type of ads.
And all of these ads across every single company are showing significantly higher than average click through rates. And so the next lever lever that we're looking at is taking this personalization all the way through their new user experience at Loom and how we can give these users the white glove treatment.
So it's not just personalization on the ads, but then they get bucketed into the same onboarding flow that everyone else does.
Like how can we really treat these people in a unique and personalized way and take this experience all the way through their first time using and hopefully recording with Loom.
So I hope that was like a helpful, a helpful overview, but lots of manual work, lots of manual account list building, lots of relying on LinkedIn's, kind of like company targeting.
And right now it's all a test, but early indicators are strong. Thanks y'all.
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Erica GoodellCustomer Success, Pearson
Loom creates an ongoing visual and audible experience across our business and enables our employees to feel part of a unified culture and company.
Tyson QuickCEO, Postclick