Campaign Builder Step 4: Media Planning

Step 4: Media Planning of the Campaign Builder lets you set the campaign budget, select an ad plan, and manage bid priorities. You can also see a detailed overview of the campaign and budget.

Campaign Budget

The dollar value for the campaign spend. The amount must be equal to or less than the following: 

• Unallocated amount shown for the selected PO or order number.
• Maximum possible spend of the campaign.

Ad Plan

Determines how spending is allocated. The available ad plans are based on your company’s allotted ad spend. By default, the ad plan name is the Quote ID tied to your Demandbase contract order number. 

Important: 

• Once a campaign is published, you can’t change the selected ad plans. 
• You're responsible for all campaign spend associated with the campaign. If you’re not ready to launch the campaign, you can save it as a draft.

Multiple Ad Plans

You can select multiple ad plans for a single campaign. This allows you to make full use of any remaining balance from your ad plans. For example, if you have $500 remaining in an ad plan, that balance can be applied to another campaign instead of going unused.

Spend is applied sequentially, starting with the first ad plan listed and moving to the next once its balance is fully used. We recommend prioritizing ad plans with smaller balances to use funds efficiently.

If a campaign ends before all allocated funds are used, the remaining balance is returned to the same ad plan.

Important:

• Fractional allocation is not supported - you can’t specify exact spend between plans. For example, you can’t spend $9,600 from one plan and $400 from another.
• Some ad plans cannot be mixed and matched, particularly those with fixed CPMs (custom negotiated rates). Contact your Demandbase Account Team for details.
• There is no limit to the number of ad plans that can be added.

Bid Priority Allocation

Align budget priorities with specific Journey Stages in the campaign.

Media Planning Guide

The Media Planning Guide provides an overview of the campaign, including:

• Campaign Duration: The length of the campaign.
• Targeted Funnels: Funnel areas targeted in the campaign.
• Total number of accounts in list: Total number of accounts on the account list
• Total accounts targeted in stages: Number of accounts targeted within the Journey Stages of the funnel areas.
• Reachable accounts: Number of reachable accounts out of the total accounts.

Tip: You can export a CSV file of the campaign details by clicking the download icon.

Campaign Checker

When you click the Check Budget button in the Media Planner, the Campaign Checker shows an overview of the spend, including:

• Estimated reach: Estimated percentage of accounts reachable by Demandbase.
• Projected spend: Estimated spend calculated by Demandbase based on your selected format, dates, and account list.
• Maximum possible spend: Maximum spend calculated by Demandbase based on your selected format, dates, and account list. 
• Estimated impressions: Estimated number of impressions calculated by multiplying projected spend by your CPM.

Prerequisites

You must have access to Demandbase Advertising.

Steps

1. Create a new campaign or choose a campaign you want to edit. See Build an Advertising Campaign for Campaign Builder or Edit and Manage Campaigns.
2. Go to Step 4: Media Planning of the Campaign Builder. 
3. In the Campaign budget field, enter the dollar value for the campaign spend.
   Tips: 
   • The amount must be equal to or less than the unallocated amount shown for the selected PO or order number.
   • Click Check Budget to see an overview of the spend. See Campaign Checker.
4. From the Select an ad plan drop-down list, select one or more ad plans to allocate funding for the campaign.
   Tips:  
   • To view more details about each ad plan (start date, Quote ID, PO ID), hover over the right info icon.
   • You can only see ad plans with an available balance.
   • When selecting multiple ad plans, you can set the spend priority by dragging and dropping the plans into the desired order.
   • Once a campaign is published, the ad plan cannot be edited.
5. Assign a bid priority for each funnel area and stage using the following options:
   Tip:  You can customize these priorities based on your strategy, but we recommend aligning them with the following funnel structure:
   • Bid standard (for top-of-funnel stages)
   • Bid more (for middle-funnel stages)
   • Bid most (for bottom-of-funnel stages and expansion opportunities)
6. Click Next to go to Step 5: Review and Publish of the Campaign Builder.