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:

• 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

Once a campaign is published, you cannot swap out the Journey Funnel itself. However, you can make the following edits to the existing journey targeting areas and funnel:

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.

Journey Funnel

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

Prerequisites

• 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.

Steps

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 list, 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.