Targeting Every Key Computer Buyer in Europe: ABM Campaign With Google DV360

Client Overview

Dell is a global leader in technology solutions, recognized for its high-performance laptops, desktops, and enterprise hardware. For the European market, Dell prepared to launch a new business laptop aimed at corporate clients and IT decision-makers. The campaign adopted an Account-Based Marketing approach powered by DV360, concentrating every impression on named accounts rather than broad audience segments.

Campaign Objective

The campaign aimed to reach targeted business accounts across Europe with personalized messaging for the new laptop. A core performance target was maximizing the match rate between Dell's provided account list and DV360's programmatic inventory, ensuring that the media budget delivered against verified decision-makers rather than unqualified impressions.

Beyond reach, the campaign needed to move priority accounts from awareness into active consideration. Sales growth during the three-month flight would serve as the ultimate indicator of whether ABM-driven display could influence purchasing behavior within corporate IT procurement cycles.

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Audience & Targeting

Dell provided a curated account list representing its highest-value European prospects. The list was matched against DV360's inventory, achieving a 95% match rate, one of the highest recorded for an ABM campaign on the platform. Targeting concentrated on IT Decision-Makers, Procurement Managers, and corporate buyers across multiple industries, ensuring that ads reached the individuals with direct influence over hardware purchasing decisions.

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Platform & Channels

DV360 managed scalable programmatic delivery across European publisher inventory. Placements were selected for viewability and brand safety, with the ABM account list acting as the primary filter for delivery rather than contextual or interest-based targeting. The account list determined who saw the ads, while placement quality ensured that matched impressions appeared in professional, brand-appropriate environments.

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Creative and Formats

Multiple visual variations were created for different segments and industries. Each highlighted specific features such as performance, security, portability, and enterprise management. This approach increased relevance, ensuring that a financial services procurement manager and a manufacturing IT director received messaging aligned with their priorities.

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Geo-Focus

The campaign delivered across the full European market, with impression allocation distributed according to Dell's commercial priorities in each region. No single country was excluded, allowing the ABM list to dictate delivery geography rather than applying manual geo-restrictions that might have limited reach against matched accounts.