What this is
Keywords help refine your audience when building Account Lists and Buying Circles. By adding keywords, you can narrow your targeting and ensure your campaigns focus on the most relevant companies and contacts.
Keywords are typically used to filter companies, roles, locations, or attributes that are not easily captured by standard filters.
Account List Keywords
Keywords applied at the Account List level help define which companies appear in your target account list.
Keywords
Use Keywords to focus your audience by filtering accounts that contain specific terms in their company name or description.
For example:
If you add the keyword “Consulting”, only accounts that include the word “Consulting” in their company name or description will appear in your results.
You can find Keywords under Advanced Filters when building or editing an Account List.
Keyword Exclusions
Use Keyword Exclusions to remove accounts from your list.
If the excluded keywords appear in a company’s name or description, those accounts will not be included in your audience.
For example:
If you add “Cybersecurity” as a keyword exclusion, accounts containing “Cybersecurity” in their company name or description will be excluded from the results.
You can find Keyword Exclusions under Advanced Filters.
Additional Industries
Use Additional Industries when the industry you want to target is not available in the standard Industries You Want to Target selection.
This option can be particularly useful when:
Using ABM Connected Website
Targeting companies whose industry is not matched in the Propensity database
You can find Additional Industries under Advanced Filters.
Important considerations when using keywords
When refining your audience with keywords, keep the following in mind:
Keyword exclusions take priority: If a keyword appears in both the keyword and exclusion lists, the account will be excluded.
Use keywords with moderation: Adding too many keywords may significantly reduce the number of accounts or contacts returned in your results.