Campaign Builder Step 4: Strategy

Context

Step 4: Strategy of the Campaign Builder lets you enter the following information about your campaign:

• Account List
• Intent Keyword Set
• Buying Group
• Person List (Contacts You Already Know)
• Person List and Attributes
• Job Levels and Job Functions

Important: You cannot change the account list, intent keyword set, and person list after publishing a campaign.

Prerequisites/Preparation

You must have access to Demandbase Advertising.

(Optional) You must define a buying group before using it with your campaign. See Define and Manage Buying Groups.

(Optional) If adding a list of known contacts, create a person list. See Best Practices for Creating Known Person Lists for Ad Targeting. 

Steps

1. Create a new campaign. See Build an Advertising Campaign.
2. Go to Step 4: Strategy of the Campaign Builder. 
3. In the Account selection section, do one of the following:
   • Select an existing account list from the drop-down list.
   • Click Or, create a new account list. See Create Account Lists for Advertising Campaigns.
4. In the Intent selection section, do one of the following: 
   • Select an existing intent keyword set from the drop-down list. 
   • Click Or, create a new keyword set to create a keyword set. See Set Up Demandbase Intent: Create Keyword Sets.
     Tip: Use the following best practices when creating the keyword set:
     • Include granular keywords
     • List your competitors
     • Minimum of 25 keywords 
     • Leverage your SEO keywords
     • Add keywords related to key personas
5. (Optional) In the Buying groups section, select one or more buying groups to target. For information about campaign performance for buying group targeting, see View Advertising Campaign Results for Buying Groups.
   Tip: You can use buying groups with job level and job function targeting to maximize valuable impressions.
6. (Optional) In the Contacts you already know section, select a person list of known contacts to target. For more information, see Understanding People-Based Advertising and Analyze People-Based Advertising Campaign Results.
7. (Optional) In the Job level / function section, do the following:
   
   • To prioritize targeting of people associated with specific job levels or functions, select Prioritize and the job levels and job functions.
   • To exclude targeting of people associated with specific job levels or functions, select Exclude and the job levels and job functions.
     Tip: Click Add more to add job level and function combinations to prioritize or exclude. You can have up to five total combinations.
8. Review the Campaign checker to see if the campaign configuration has sufficient budget, reach, and run time. If there are issues, the Campaign checker shows recommendations and links to fix the campaign. If the Campaign checker shows a green checkmark, click Continue to go to Step 5: Creatives.  
   Tip: If you want to view the full reach report, click the full report link at the bottom of the Campaign checker.