Build Your Ad Campaign

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Once you are logged into the ABM Platform, navigate to the Targeting section. Click the Create New Campaign button to open the self-serve campaign creation workflow.



Follow the steps below to build your campaign:

Step 1: Name the Campaign

View the video to see how to name your ad campaign.

1.1 Select any naming convention you would like for your campaign.


Use a naming convention that makes sense for your long term usage of Demandbase. Considerations include: the purpose of the campaign, your business unit, product, flight dates, and geo-location. These are all important considerations especially if you have multiple marketers in your organization who are building campaigns with Demandbase. 

1.2 Add watchers: Add yourself and colleagues to watch a campaign. Being a watcher enables you to receive Campaign Insights (emails) on a weekly basis after the campaign launches. 


You can also type the email address of the person you want to add as a watcher and press Enter to add them to the list.

1.3 Click Continue.


Step 2: Select a Budget and Schedule

View the video to learn how to select a budget and schedule for your ad campaign. 

2.1 Select a Purchase Order/Order number to associate with your campaign to understand your available budget and what has been allocated.

  • If your company does not require a PO number for billing, you will only see your Demandbase order numbers. For customers that require a PO number, the order number and PO will be displayed. 
  • It is required to select your PO/Order number in Step 2 before progressing to the next step. Associating a campaign with a Order/PO number ensures you do not overspend or leave budget remaining. 
  • You can change the PO or order number for a draft campaign. However, once a campaign is published the PO/order number is locked and cannot be changed. This is similar to the Audience being locked after publishing. 



  • When working with Demandbase, an order is created and is a signed agreement between your company and Demandbase. On the first page of the contract in the upper right corner is the order number.


  • You can see which campaigns are associated with POs/orders by exporting the campaign data via a csv file. 


2.2 Enter your budget: We support 2 types of campaigns, one-time or monthly.

    • One-time campaigns: Enter the budget for the total campaign. 
    • Monthly campaigns: Enter the monthly budget for the campaign. For example, if you enter $1,000 for a monthly campaign for 6 months, you’ll spend a total of $6,000.
    • When you select the Monthly campaign type the following monthly budget options appear:
      • Pro-rate option: If your start date or end date are in the middle of the month, we will adjust that month's budget proportionally instead of trying to spend a full month's budget in a shorter amount of time
      • Budget Rollover option: At the end of each month, any unspent budget will be added to the next month’s budget goal


Once you save your campaign type, you cannot go back and change it from a one-time campaign to a monthly campaign or vice-versa. However, you can change the budget dollar amount.

2.3 Select a schedule: Enter the flight dates of the campaign.

2.4 Click Continue.


Step 3: Select a Location

View the video to learn how to select a location for your ad campaign. 

3.1 Geotargeting Type: Select any geo targeting restrictions for the campaign. 

  • You can choose global, region, country or state. To learn more, see Geo-Targeting: Region Mapping
  • After you make your selections, click Submit. After you click Submit, the selections you made display in the map to the right. 

3.2 Click Continue.



If you want to go back to a previous step, just click the step in the top navigation bar.

Step 4: Select a Target Audience

View the video to learn how to select a target audience for your ad campaign.

4.1 Select a target audience for this campaign: Scroll through your audiences or use the search feature to look for a specific audience. We recommend typing in the audience name to get to your audience list faster versus scrolling through all the audiences. 

  • Once you select an audience, Targeting’s inventory tool will run to let you know if there is enough inventory to support the campaign as well as predicted reach to the audience. This is an important step to ensure we can support the campaign without under-delivery or reaching a small percentage of the target audience. 


  • If you want to view the full reach report click the Download link at the bottom of the Campaign forecasting message. 
  • Once you select an audience and save it you cannot go back and change the audience. 


There are 3 potential messages you will receive once the audience has been selected.

Message 1: Budget, available impressions, and reach look good.


Message 2: Budget and available impressions look good, but too many unreachable accounts. The message lists the parameters you need to adjust.


Message 3: Budget is too high based on available impressions. The message lists the parameters you need to adjust.


Each message gives recommendations as well as the option to download the report.

4.2 Click Continue.

Step 5: Select Creatives and Publish Campaign

View the video to learn how to select creatives and publish your ad campaign.

5.1 Select creatives to be used in this campaign. You have 2 options for selecting creatives:

  1. Upload New Creatives
  2. Use Existing Creatives

Upload New Creatives

If you want to use new creatives, click the Upload Creatives button. 

  • The Creative Uploader allows you to easily upload creatives as you are setting up or editing campaigns. 
  • Click this link to review detailed steps for uploading your creative. 



  • Before uploading your static, animated or 3rd party creative, add the date of upload to the name, the name of the creative, and the size. 
    Example: 011719_Brand_Personalized_300x250
  • If you upload static images, you will be prompted to add the landing pages.
  • Before launching a campaign, verify the Demandbase Tag is deployed on the landing page you select.
  • When uploading third-party hosted files, the third-party will be shown along with 1 asset.
  • Review the Excel file prior to uploading to make sure there are not multiple tabs. If you have legacy tabs, delete them before uploading the Excel file.
  • After you click Upload, a notification will show with the number of creatives uploaded.
  • If you have questions or need help, contact your Demandbase Customer Success Manager. 

Use Existing Creatives

If you want to use existing creatives, select the checkboxes next the existing creatives you want to use. 

Select the Targeting type for each creative:

  • All: The creative will be leveraged to proactively target the accounts and retarget (if the accounts come to the website, we retarget them). This is the default option. 
  • Standard: Proactively targeting accounts.
  • User retargeting: If you have different creative for retargeting (user/cookie), select this option next to each creative.



  • To easily find a specific creative, use the Search creatives feature located next to the Upload Creatives button. You can also sort creatives in the list by clicking the column headings. 
  • If you want to preview what the creative looks like, hover over the creative icon and then click View tear sheet from the pop-up window that displays. 

5.2 Publish the campaign: Once all campaign configurations have been supplied, click the Publish button. The inventory tool will run one last time to ensure there will not be any issues with delivery.


You are responsible for all campaign spend associated with self-serve advertising campaigns. If you’re not fully committed to launching this campaign, please hold off on publishing the campaign. 

After you publish your campaign there are two ways to know if a campaign is live:

  1. Email: Once a campaign has been launched, an email will be sent to the Campaign Creator. 
  2. Targeting reporting: When reviewing the campaign within the ABM Platform, there will be a green dot next to the campaign name. This denotes the status as live. Grey is inactive. 


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