Below you'll find answers to common questions about the Targeting Solution. Click the links below to learn more.
- How do I confirm the ad pixel is firing on a page?
- How do you serve ads only to target companies?
- How does Demandbase report on campaign attribution?
- How does include/exclude work in campaign filters?
- How often should I refresh my creative?
- What are Demandbase’s performance metrics for lift and CTR?
- What do agencies typically send Demandbase to allow for 3rd party tracking on Demandbase trafficked creative?
- What sites are my ads being served on?
- What type of pacing should I expect to see with my campaign?
- What types of A/B testing does Demandbase recommend?
- Where can I find the Demandbase Advertising Creative Specs?
How do I confirm the ad pixel is firing on a page?
Confirming that the Demandbase ad pixels are firing on a specific page is fast and easy. Here is a 30 second video displaying the process.
Here are the steps:
- Load the page in question in a Chrome browser.
- Click the Network Tab.
- Click the 'Preserve log' checkbox.
- Reload the page.
- Type 'pixel' in the filter box.
- Observe that both pixels are present.
Note: You may see pixels from other companies as well. Demandbase pixels, if you hover over them, will show a ".company-target" domain.
Contact Support if you see the same pixel firing twice. This will usually present itself as pixels double-firing in pairs, meaning you might see four or six pixels appear after you filter for the word "pixel".
How do you serve ads only to target companies?
Demandbase serves ads based on IP targeting at the company level. With our proprietary DMP, Demandbase has the ability to target only the IP ranges that belong to your target accounts, thus eliminating any waste in delivery to accounts outside of your campaign. These IP ranges are kept up to date in regular monthly database updating so that the company will always be accurately identified.
How does Demandbase report on campaign attribution?
Demandbase recommends that clients create unique codes for their advertising campaigns utilizing UTM parameters. With a unique Demandbase code, we are able to create a dashboard filter to display 100% attribution for your campaign.
How does include/exclude work in campaign filters?
When filtering your Campaign data, it's important to understand how the include/exclude functions of campaign filters work.
The use of "AND" and "OR" operators can seem non-intuitive.
- "AND" is for filtering URLs that contain ALL the criteria.
- "OR" is for filtering URLs that contain ANY of the criteria.
If we want to exclude multiple full URLs, we will use the "OR" operator (see screenshot).
If we want to filter out URLs that contained "www.mywebsite.com/*" and contained "*excludethispage" we will use the "AND" operator. The asterisks (*) can be used as a wild card.
How often should I refresh my creative?
We recommend subscription clients swap out creative to the same list of target accounts every 2-3 months to prevent the messaging from getting stale in the market. However, if the list changes and the messaging is still relevant, we would suggest keeping the same creative.
What are Demandbase’s performance metrics for lift and CTR?
Demandbase's primary KPI is lift, or the increase in engagement of target accounts to the website. We calculate this by measuring the page views 30 days before the launch of the campaign as a baseline. Any increase in pageviews from the baseline period to the campaign period as a result of Demandbase advertising is "lift". Generally, we would consider a 20-25% overall lift from your target accounts and a 10-15% lift to the landing pages successful. CTR is a secondary metric, but we typically see .02-.04% higher CTRs with our personalized creative banners.
What do agencies typically send Demandbase to allow for 3rd party tracking on Demandbase trafficked creative?
Demandbase works with most 3rd party ad servers. In order to have personalized creative and use 3rd party tracking Demandbase will need to host the creative and use a click tracking URL and 1x1 impression tracking pixel for each ad size. If you do not utilize personalized creative, you can simply send us your third-party banner tags. Example of the 3rd parties we work with are DCM (DFA), Flashtalking, Atlas.
What sites are my ads being served on?
Demandbase bids on thousands of contextually relevant sites across 40+ of our exchange partners, which include (sites like New York Times, Forbes, Washington Post & CNN) For more info about our whitelist: https://www.demandbase.com/b2b-marketing-blog/why-your-ads-are-showing-up-on-breitbart-and-tmz-and-what-you-can-do-about-it/
Because we built the only bidder for B2B Advertising Campaigns, we ensure 100% delivery on premium B2B content sites and only to the companies on your target account list.
With Demandbase there is zero waste in terms of impressions. If a site does not meet the criteria above, we don’t bid/win the impression. This methodology also allows us to build context into our bidding strategies to ultimately drive the right individuals at only the right companies.
What type of pacing should I expect to see with my campaign?
Demandbase's ad operations team strives to pace the campaign evenly. In a real-time bidding environment, Demandbase's technology takes advantage of serving impressions to the right company when we see them on the exchanges, resulting in slightly irregular pacing. Further, there are cases where the Demandbase team will recommend to pace unevenly for a stronger campaign strategy. For example, we may choose to pace faster at the beginning of the campaign in order to drive a heavy volume of target accounts to the website in order to retarget effectively. Please speak with your Customer Success Manager if you have specific pacing requests.
What types of A/B testing does Demandbase recommend?
Many of our clients want to test messaging, call to action and products/services through advertising to target accounts. If you have multiple landing pages or messaging that would fit for the target audience you are advertising to, we would recommend running an A/B test of two landing pages or two sets of creative with different messaging.
Where can I find the Demandbase Advertising Creative Specs?
The Demandbase Ads Specifications can be found at the following URL: https://www.demandbase.com/resources/personalized-advertising-specifications/