Campaign Builder Step 1: Campaign Outcome

Context

Step 1: Campaign outcome of the Campaign Builder lets you select an ad campaign strategy based on the outcome you're trying to accomplish. You can choose from two AI-powered campaign outcome strategies or a standard strategy that doesn't use the Demandbase AI algorithm.

Using the AI strategies, you can build campaigns that prioritize delivery to increase site visits from engaged users or ad clicks by users showing lower levels of intent. You can further customize these strategies by optimizing campaigns for a specific performance metric.

Campaign Outcome Strategies

You can choose from three different outcome strategies for each of your ad campaigns.

Drive Website Engagement

The Drive Website Engagement outcome is recommended for all target accounts regardless of where they are in the customer journey. Demandbase prioritizes ads to known people at target accounts that have site visits, followed by those with intent signals. By targeting accounts that show interest, you can drive traffic to your website and increase engagement. 

Tip: If you’re unsure of which outcome to use, we recommend using this outcome. 

Grow Intent and Awareness 

The Grow Intent and Awareness outcome is recommended for target accounts in the early stages of the customer journey. Demandbase prioritizes ads to people at the target accounts with lower levels of intent, increasing intent and awareness at the aggregate account level. 

Standard

The Standard outcome uses the original bidding strategies and doesn’t use AI to maximize site visits or grow awareness.  

Important: All existing campaigns use the Standard outcome. If you want to update existing campaigns to use the Website Engagement or Grow Intent and Awareness outcomes, you must individually edit the campaigns. See Edit and Manage Campaigns. 

Performance Metrics

If you select one of the AI strategies, you can choose to optimize your campaign for one of the following performance metrics.

Clicks

Clicks is the default option for the Grow Intent and Awareness outcome and optimizes delivery to generate the most ad clicks. In our testing, we saw increases of nearly 50% in clicks and 10% in visits for campaigns using this optimization.  

We recommend this option if click-through rate (CTR) is a key performance indicator for your campaign. 

Visits

Visits is the default option for the Drive Website Engagement outcome and optimizes delivery to generate the most site visits. While visits can result from ad clicks, they can also result from users visiting your site directly or from an organic search. 

This option helps you to drive as much traffic to your site as possible, regardless if the visit originated from an ad click. In our testing, we saw increases of nearly 20% in clicks and 50% in visits for campaigns using this optimization.

We recommend using this option if you’re unsure which optimization would work best for your campaign.  

Reach

Reach optimizes delivery to your target accounts while focusing less on generating clicks or visits. This option helps you to maximize campaign reach across your entire target account list. 

We recommend using this option if a campaign is underdelivering and you want to increase the campaign’s total delivery.

Prerequisites/Preparation

You must have access to Demandbase Advertising.

Steps

1. Create a new campaign or select a campaign you want to edit. See Build an Advertising Campaign or Edit and Manage Campaigns.
2. Go to Step 1: Campaign outcome of the Campaign Builder.
3. Select one of the following campaign outcome strategies: 
   • Drive website engagement
   • Grow intent and awareness
   • Standard 
4. If you selected the Drive website engagement or Grow intent and awareness strategy, select one of the following performance metrics to optimize the campaign for:
   • Clicks (default metric for Grow intent and awareness strategy)
   • Visits (default metric for Drive website engagement strategy)
   • Reach
5. Click Continue to go to Step 2: Campaign Details.