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Doesn't make too much sense for B2B SaaS. Retargeting is your best use of it. Unless you have large budgets and want to do brand pushes

IMO, the best place to learn is Google's Skillshop. Regarding your second question any answer I provide here would end up being a #C0318NH5G3C. So please take this response with a pinch of salt. (Mods please remove if this violates the self promotion policy) At Demandbase, Display advertising is built core into our ABM product. We have built our own DSP which is optimised towards B2B. Display ads conventionally are tailored towards brand awareness. Hence instead of relying on standard metrics like conversion rate, we rely more on stuff like account lift, and reach. Basically, the ads are tailored based on where the accounts are in your journey stage. So for example, accounts in • Top of the funnel - share your recent ebook • Middle of the funnel - invite to your upcoming webinar • Bottom of the funnel - share your recent Gartner MQ report or something Again within our customers the success is based on how well they know their ICP, understand the platform, and have engaging content instead of boring titles like {{company_name}} accelerates jargon jargon jargon for business outcomes.

For B2B saas with database and marketing stage based ads targeting

@Chirayu platforms don't succeed or fail, campaigns do :) having said that, there are 3 critical factors with any campaign: • goal/what you optimize for • audience • creative a platform plays the biggest role in audience it can target and how, which is what i believe is the shortcoming on Google display. In order to succeed with GDN, • make sure you're not asking for the moon in terms of goal. go for upper funnel over lower funnel or post conversion funnel • try to augment the native audiences with more data. for example, we tried using clearbit reveal to create industry wise smart lists on google analytics and then imported it back to google ads which worked better than regular remarketing On the point of where to learn, just pick anywhere and get started. Eventually you would need to learn this from multiple sources to "triangulate" your knowledge.

One of the things that worked for us was dividing website audience into prospects (people who visited high intent pages like demo/ pricing) and suspects (the lurkers who visited other pages). Our goal with prospects was to get them to a demo via social proof ads while with suspects was for them to take the next best action (ebook download/ webinar engagement) so their lead score goes up. One other thing that has come up is bing display ads (connected to LinkedIn at backend) but we're yet to try that.