Air Cover: Target Ad Campaigns Alongside Email Outreach
Marketers can aid their friends in sales by targeting ads to prospects currently being contacted by sales development teams. This tactic is commonly referred to as an "Air Cover" campaign, as it aims to build broad brand awareness about your product at the same time that a sales rep is reaching out.
Air Cover campaigns aim to drive higher engagement rates for SDRs (ex. email opens, click throughs and response rates) and are a great way for marketers and sales teams to work together to drive business outcomes. We recommend for these campaigns to have a goal of high reach at a low cost in order to drive the maximum amount of awareness among prospective companies.
Clearbit Advertising makes these campaigns easy to execute across both Facebook and Google Ads.
Ready to get started? Here's a quick guide for your to follow:
Step 1. Create a New Contact Audience
Within your Clearbit X UI, navigate to the Audiences tab and click Create New Audience. From there, select Advertise to Contacts.
This will allow us to sync your audience to both the Facebook and Google Ad platforms.
Step 2. Tell us who you want to give Air Cover
Next, you have the ability to define who to target with your Audience using your internal CRM data from Salesforce or Hubspot as well as Clearbit's B2B dataset of companies. Since our goal is to show brand awareness ads to leads being sequenced in outbound sales campaigns.
For this example, we'll target every Lead in Salesforce who is currently being actively outreached to by our sales team.
Step 3. Sync it to your Facebook and Google Ad Accounts
Now that you've defined your Audience, simply select your Facebook and Google Ad Accounts from the dropdown and click Create & Sync Audience!
The Audience will show up within Facebook and Google and you'll be ready to start providing strategic Air Cover campaigns to every Lead actively being pursued by your SDR team.
Pro Tip for Air Cover Campaigns:
Go for high-reach campaigns, brand awareness, or video views specifically targeting decision-makers and influencers in cold outbound sequences.
In terms of ad creative, we recommend you focus on Emotional Brand-Videos, Product Use Cases, and Customer Testimonials.