Full transcript & breakdown
Start from the account list, not the audience size
ABM retargeting inverts the usual logic: you decide which companies matter, then accept whatever audience size that produces. The risk is over-serving a tiny group, so frequency discipline matters more here than anywhere else in paid social.
Page-level segmentation
Split target accounts by which pages they visited. Pricing-page visitors from a target account are a sales trigger, not just an ad audience — route them to the rep as well as into the retargeting set.
Budget guardrails
Set weekly caps per campaign and monitor impressions per account. If a single account absorbs a disproportionate share of impressions, tighten the cap before CPL rises across the program.
