Campaign Builder Step 2: Journey Targeting

Step 2: Journey Targeting of the Campaign Builder creates a simplified advertising funnel based on designated Journey Stages. It streamlines campaign creation, targets accounts with precision, and optimizes in real-time to deliver the right content at the right stage.

Journey Targeting is optional, you can skip this step if you prefer to create a traditional ad campaign.

Benefits of Journey Targeting in Campaign Builder

• Higher ROI & Efficient Spend: Lower CPA through smarter budget use.
• Streamlined Campaigns: Run one campaign with unique creatives for top, middle, and bottom-of-funnel stages.
• Personalized Nurturing & Retargeting: Tailor ads to user intent at each stage.
• Improved Lead Qualification & Sales Alignment: Align ad stages with Journey Stages for better lead handoff.

Important: 

• Journey Targeting only serves ads to accounts in selected Journey Stages. If you leave out a stage, accounts in that stage are not served.
• You do not have to select every Journey Stage. For example, you can target only top-of-funnel stages.
• There is no limit to the number of stages that can be assigned to a single funnel area.
• You cannot place a single Journey Stage in more than one funnel area.

Edit Journey Targeting After Publishing a Campaign

After you publish a campaign, you cannot replace the selected Journey Funnel. However, you can edit the existing Journey Targeting areas and make updates to the Journey Funnel in Journey Builder.

Edit Journey Targeting Areas After Publishing a Campaign

You can make the following edits to Journey Targeting areas:

• Change targeted stages within a Journey Funnel area. For example, you might originally target “Aware” and “Engaged,” then later switch to “Engaged” and “MQA.”
• Reassign stages to different Journey Funnel areas. For example, move “Engaged” from the Acquisition to Awareness area.

Edit the Journey Funnel After Publishing a Campaign

• Edit the Journey Funnel in Journey Builder. For example, you can rename stages or adjust criteria, and those updates are automatically reflected in the ad campaign. See Create and Manage Multiple Journeys.

Prerequisites to Configure Step 2: Journey Targeting in Campaign Builder

• You must have access to Demandbase Advertising.
• You must have defined Journey Funnels and stages. See Understanding Multiple Journeys and Getting Started with Journey Stages.
• You must designate Journey Stages for the advertising funnel in Journey Builder.  See Designate Journey Stages for Advertising Funnel.

 Configure Step 2: Journey Targeting in Campaign Builder

1. Create a new campaign or choose a campaign you want to edit. See Building an Advertising Campaign for Campaign Builder or Edit and Manage Campaigns.
2. Go to Step 2: Journey Targeting of the Campaign Builder.
3. From Select a Journey drop-down, select a Journey Funnel. 
4. Under Select areas of the funnel you want to target, click one or more of the following areas:
   Important: Stages are automatically designated into the various funnel areas based on your Advertising Funnel Designations settings. You can add or remove stages as needed.
   • Awareness: Top-of-the-funnel stages, such as Qualified and Aware.
   • Acquisition: Middle-of-the-funnel stages, such as Engaged and MQA.
   • Acceleration: Bottom-of-the-funnel stages, such as SQL and Pipeline Opportunity.
   • Customer: Post-customer stages, such as Renewal and Upsell.
5. For each funnel area, select a Campaign outcome and optimization. See Understanding Campaign Outcomes and Optimization.
   Important: The Clicks option is unavailable if you selected CTV ad format in Step 1: Campaign Basics.
6. Click Next to go to Step 3: Add Ad Groups of the Campaign Builder.