Below you'll find answers to common questions about the Targeting Solution. Click the links below to learn more.
- How does Demandbase target companies and buying committees?
- Does Demandbase deliver only to my buying committee? Or also to others within the company? Or: Does Demandbase only deliver impressions to the high-intent cookies?
- The Profile asks for sample job titles. Does this mean that Demandbase is targeting on job title? Or: How is Demandbase’s audience methodology different from traditional persona targeting?
- Can I define my own intent topics?
- My agency says they can already do ABM via their DSP. How does the Targeting Solution compare?
- What kind of campaigns does Demandbase support?
- How much budget should I use per target account?
- What’s the difference between Targeting now and Targeting pre-Fall 2018?
- Does Demandbase use frequency caps? Can we cap by user? By company? How do you distribute budget by company?
- My campaign just launched. Where is the data in my Campaigns dashboard?
- How is an “engaged account” defined for Targeting dashboard reporting?
- Why aren’t we getting leads from our Demandbase campaigns?
- How will I know if I will hit my budget by the end of the campaign?
- Why is our click-through rate low compared to other vendors?
- Can we improve our CTR?
- What channels does Demandbase support?
- Where will my ads be running? How does Demandbase select which sites ads run on?
- Can we add / remove whitelist sites for a particular campaign?
- Why are we running on non-B2B sites?
How does Demandbase target companies and buying committees?
Demandbase overlays two methods of targeting to reach accounts and buying committees: IP/cookie targeting for accounts, and intent cookie targeting for buying committees.
For accounts, Demandbase uses our vast IP-to-company mapping database to identify employees of a given company. We also drop cookies on users’ browsers when we see them enough times on a given IP address so that we can tie them to an employer when they travel or work from home.
For buying committees, Demandbase uses two types of data:
- Real-Time Intent buying signals tell Demandbase’s campaign model which individuals within an account are likely to be part of a buying committee based on their patterns of content consumption behaviors from around the web, specifically around the keywords defined in the Profile.
- Retargeting: Individuals who have landed on the advertiser’s website are also prioritized in campaign delivery.
Does Demandbase deliver only to my buying committee? Or also to others within the company? Or: Does Demandbase only deliver impressions to the high-intent cookies?
Demandbase’s technology was built with a recognition that today’s B2B purchasing process typically involves many individuals -- from primary decision makers down to other influencers on the periphery. By using dynamic bidding, Demandbase puts ad budgets to optimal use by bidding higher CPMs for the “high-intent” individuals and retargeting users, but also capturing those on the periphery, who may have a less significant role in a purchase decision, when the price is right.
The Profile asks for sample job titles. Does this mean that Demandbase is targeting on job title? Or: How is Demandbase’s audience methodology different from traditional persona targeting?
No. The job titles are used in the profile to assist the AI to choose the right accounts, based on offline data about which job titles are present at those companies. Demandbase ad campaigns use intent and retargeting signals to target the buying committee.
Personally Identifiable Information (PII) is forbidden to be used on ad exchanges. As such, while there are many offerings purporting to identify job function, department, seniority, etc., in anonymous DMP or cookie segments, these audiences have very low accuracy rates and usually cannot reach a very large audience of real B2B buyers.
Demandbase instead uses directly observed research behavior to identify likely buyers within accounts, which is more accurate and provides much higher coverage. Instead of using unreliable job function segments as a proxy for who might be part of a buying process, we cut out the middle man, by monitoring the buying/research process in action.
Can I define my own intent topics?
Yes. Keyword lists are configured via the Profile.
My agency says they can already do ABM via their DSP. How does the Targeting Solution compare?
Consumer budgets make up 90%+ of programmatic advertising, and general-purpose DSPs build their platforms with that reality in mind. Having an advertising platform that is built specifically to serve B2B advertisers is crucial, for the following reasons:
- Audience quality: Typical DSPs depend on third-party audiences, which can be valuable in consumer advertising but are notoriously inaccurate for B2B. Demandbase combines two proprietary datasets (Company level and intent level) to deliver account-based audiences with scale and accuracy that no consumer DSP can match.
- Campaign execution: Configuring campaigns that manage budget distribution, pacing and performance by account, instead of one big line item for all the companies on your list, which leaves you with no such control.
- Measurement: Measuring delivery and performance by account -- and on B2B metrics.
- Account identification: Some advertisers come into account-based advertising with an existing account list. But for those who do not, or for those who could use help understanding and segmenting their account lists, only Demandbase can provide data-driven recommendations based on your inputs combined with rich firmographic data and on-site/off-site intent behaviors.
What kind of campaigns does Demandbase support?
Demandbase supports account-based advertising display campaigns that are optimized toward on-site engagement, which in turn typically drives improvements in pipeline generation and revenue. We do not optimize for click-through rate, leads, or any other such traditional metric – our focus is on driving holistic buying committee engagement.
How much budget should I use per target account?
Budget-per-account guidelines will depend upon the objectives for a campaign. Typically, we will recommend a bare minimum of 1,000 impressions per month per account (on average). Please consult your account team for further assistance in building a campaign strategy.
What’s the difference between Targeting now and Targeting pre-Fall 2018?
The next-generation Targeting launch in Sept 2018 centered on three main areas of enhancement:
- Better campaign performance: The new Targeting solution allows ad campaigns to reach more people, more cost effectively.
- More granular audiences: The new platform is better at prioritizing the buying committee, using artificial intelligence to discover intent patterns that identify the likely buyers within each account.
- More transparent reporting: New dashboards provide funnel-based campaign reporting, and total transparency into account-level delivery and performance, as well as impressions by publisher.
Does Demandbase use frequency caps? Can we cap by user? By company? How do you distribute budget by company?
By default, Demandbase uses frequency caps of 3 per 24 hours per user. We do not frequency cap by company, but our bidder does seek to balance delivery across companies across. We do not necessarily strive for even delivery by account. Factors affecting distribution include the number of total users (company size) and number of high-intent users. The platform will seek to scale up/down delivery to accounts who are served impressions in excess of (or below) two standard deviations from the mean.
Reporting and Performance
My campaign just launched. Where is the data in my Campaigns dashboard?
It takes up to 48 hours for data from a new campaign to populate in the Campaigns dashboard reporting view.
How is an “engaged account” defined for Targeting dashboard reporting?
By default, an engaged account in Demandbase’s reporting is an account from which individuals carried out three or more sessions during a rolling 30-day look-back period. Advertisers have the option to customize the definition of engagement for their campaigns, changing the look-back period, the number of sessions and the number of pageviews required.
Why aren’t we getting leads from our Demandbase campaigns?
Central to Demandbase’s approach to account-based marketing is the notion that people don’t buy things in B2B – accounts and buying committees do. Furthermore, the data is clear on lead forms and their flaws. Fewer people than ever are opting to fill in forms, and millennial buyers tell survey-takers that they routinely avoid gated content or fill in a fake name or email address. As such, we do not optimize for lead-form fills. Instead, we seek to drive incremental engagement with site content across the full buying committee.
How will I know if I will hit my budget by the end of the campaign?
Demandbase CSMs and Ad Ops managers are carefully monitoring your campaigns for overall health, delivery, and performance. That includes making sure they are pacing toward your contracted budget, and taking measures to address campaigns that are under-pacing.
Why is our click-through rate low compared to other vendors?
We don't optimize to click-through rate, because it doesn't serve B2B advertisers well as a primary campaign KPI -- overall incremental site engagement is a better predictor of future pipeline growth. We report on CTR to be transparent, and because it is useful in a narrower sense for things like comparing engagement across different creative versions or assessing how your message resonates with a particular account or segment.
If you must compare on CTR, we encourage you to consider the difference between a Demandbase CTR and that of nearly any other vendor. You can think of Demandbase's CTR as a QCTR (Qualified Click-through Rate) because 100% of our reported clicks are coming from your target accounts -- which is what really matters in B2B. But you don't get QCTR in other platforms -- you get reporting on all clicks, whether they came from a target account, some other account, a job seeker or even a kid mashing buttons on an iPad at the school library.
Demandbase also filters out a portion of campaign clicks that come from creative validator bots. A creative validator is a form of bot traffic where ad exchanges, SSPs and publishers simulate the creative being served and then click on the ad to ensure there is no malware and that the landing page is active. Demandbase has decided to filter these clicks out because they distract from the actual company traffic being driven by campaigns in reporting – but most advertising vendors do not remove these clicks.
Can we improve our CTR?
Demandbase does not optimize for click-through rate, for the reasons outlined above. However, there are two levers available to advertisers to improve click-through rate:
- Account selection: Are you targeting accounts who meet the right firmographic criteria and are showing signals (offsite and onsite intent activity) that they are in-market?
- Turning off the worst-performing creative units by CTR can improve click-through rates. However, this is not advised if the units in question are the only ones in their size, as turning them off will limit inventory availability.
- Moving to dynamic personalized creative has been shown to improve engagement rates by 52%.
What channels does Demandbase support?
Demandbase supports Interactive Advertising Bureau (IAB) display placements on desktop and mobile.
Where will my ads be running? How does Demandbase select which sites ads run on?
Demandbase’s supply team manages a whitelist of ~5,000 sites by hand, selecting properties that have high-quality content and audiences while avoiding placements that could cause brand safety concerns for advertisers.
Can we add / remove whitelist sites for a particular campaign?
Yes. Talk to your CSM. We can not guarantee any volume of impressions against specific sites, but we can be flexible with the whitelist.
Why are we running on non-B2B sites?
While we have strong site quality and brand safety standards, we do not only buy on "B2B" properties. The site an impression is on is just one factor among many. Demandbase’s model seeks impressions where the right audiences (showing intent within target accounts) are engaged, regardless of the subject matter. It's important to find the relevant buyers where they go, and they only spend some of their time on B2B content. Our emphasis is on the patterns of user behaviors with content over time, not necessarily the site they are on at the moment of the impression.