How to Launch a Display Advertising Campaign using the Multi-Campaign Builder

In this article you will learn how to create and launch a new Display Advertising campaign using our new Multi-Campaign Builder. This article refers to the new Display Campaigns (launched Spring 2023). If you do not yet have access to the new display ads, please reach out to your CSM. For help setting up a legacy display tactic, please see the How to Launch a Display Advertising Tactic article.

Prerequisites

To launch a display advertising campaign through Terminus, you must have Ad Experiences as part of your subscription.

Contents of this article include:

• Getting Started
• Creating Campaign Groups 
  • Name your Campaign Group
  • Select a Campaign Group Objective 
  • Audience Selection
• Selecting Campaign Types 
• Configuring Individual Campaigns 
  
  • Audience Targeting
    • Contextual and Department Targeting
    • Geo-targeting
    • Time and Day Targeting
  • Budget and Duration
• Creative Setup
  • Upload New Creative
  • Add Existing Creatives
  • Creative Groups
• Launching Campaigns 
• FAQ

Getting Started

Before you begin, make sure you have created at least one segment within Data Studio. If you need guidance, check out our segments article for detailed instructions. Next, ensure your creative assets are ready to go. You can upload them to our asset library or keep them stored on your computer to upload directly into the Multi-Campaign Builder.

 

To create a new campaign, click the "Create Campaign" button accessible on all of the main sections of the Terminus Ad Experiences navigation.

You’ll then be directed to the Create Campaign page. From here, you can choose the type of campaign you wish to create. Select Display Advertising:

Note: if your account has access to legacy display ads enabled for the purposes of creating CTV, Audio or Native ads, you will need to click the "legacy display ads" link.

Once you have selected Display Advertising, click on "Get Started". You will be taken to the campaign setup page. From here, the system will guide you through setting up key parameters such as campaign information, audience targeting, budgeting and dates. 

 

Creating Campaign Groups

To start, you will need to configure your campaign group. A Campaign group consists of multiple campaigns (and/or campaign types) launched to the same segment. 

 

Name Your Campaign Group: 

Your campaign group name should convey the overall goal the campaigns are aiming to achieve or the audience you are trying to reach. 

 

Select Campaign Objective:

This will allow you to align your campaigns to our ABM playbooks and give your DMM an idea of how to best optimize your ads. (For more information on our playbooks, contact your CSM).  

Choose a campaign objective from the drop-down menu. You can select from the following options: 

• Brand Awareness: Create awareness and drive initial engagements from best-fit target accounts 
• Build Pipeline: Nurture aware target accounts into more meaningful engagements and high-potential sales opportunities 
• Pipeline Acceleration: Engage best-fit target accounts during the deal cycle to influence win rates, deal size, and deal velocity 
• Retention: Retain revenue by monitoring risk and strengthening relationships among priority customer accounts 
• Expansion: Identity and nurture high potential cross-sell and upsell opportunities among existing customer accounts 

 

Please note that your campaign objective will apply to all individual campaigns within the campaign group. 

 

Select Your Segment:

Next, you will select your campaign audience. Whereas in our legacy campaigns audiences came from multiple sources, the new display ads use our segment builder for sophisticated and flexible targeting. For more on creating segments, see the How to Create a Segment article. 

Use the drop-down menu to choose the segment you wish to use. You can select your desired segment from the list or type the segment's name into the search bar.

 

 

After selecting your segment, you will see a preview of that segment. You can review the segment by clicking on "View Segment Details". Please note that at this time this preview only refreshes every 12 hrs, so there might be a delay between when you update a segment and what you see here. 

Be sure to review the information to ensure it is the correct audience for your campaign group. 

 

Target specific accounts in a segment:

After selecting your segment, you can narrow your audience to specific accounts within that segment by selecting the "target specific accounts" toggle below the summary. (Note: you will be able to select options like contextual, geographic or title targeting in the next section.) Focusing on a specific account allows you to create one-to-one (1:1) bespoke ad sets that are tailored to an individual account, and personalized to match their use unique case, pain points, or market. 

 

Once you have selected the specific accounts within the segment, you can click the Next button. Your selections will autosave. 

 

Configuring Individual Campaigns

Selecting Campaign Types

After configuring your campaign group, select the first campaign type you would like to create. You can do this by selecting the campaign-type tiles in the builder.

 

Connected TV, Video, Audio, and Native campaigns will soon be available for users to create in this campaign builder. For now, those campaign types require the assistance of your digital media manager. 

Once a campaign type is selected, a configuration menu will appear below. Here, you can set the duration and budget for the individual campaign, as well as configure specific department-level targeting.

 

Step 1: Name your campaign

In the first box, enter the campaign name. The name must be unique and will help define the overall goal of the ad. For example, "Technology Vertical - Marketing Personas."

 

Step 2: Set the Budget and Duration 

This section allows you to specify the budgets and the run times of the campaign.

• Budget: You are required to select a daily budget for the campaign, and you also have the option to set a total budget or a max spend per account. To get recommendations on budgeting, contact your Terminus CSM or reach out to support through the Terminus Support Portal. Both daily budgets and total budgets can be adjusted at any point while your tactic is running. Note: no total budget is set, the system will default to $200,000
• Duration: You have the option set a specific start date for your campaign 48hrs from now, or have it start as soon as possible. Additionally, you can choose an end date for your campaign, or you can let it run "indefinitely". This means the campaign will run until it is paused, archived, or 730 days has passed. Note: If you set a total budget and a specific end date, your campaign will stop running based on whichever setting is reached first.

If your campaign run times won't allow you to spend your whole budget or you would run out of money too soon, the system will give you a warning and let you know what adjustments need to be made. 

 

Step 3: Audience Targeting 

Within each individual campaign, you can narrow the reach of the selected segment by using specific department targeting, contextual keywords, specific location, or time of day targeting. 

 

Narrow reach through department and contextual targeting

The first selection lets you determine how you want to refine the audience based on audience characteristics. Having different levels of targeting granularity allows Terminus customers to decide whether they want to stay at the broadest level and target an entire company, or drill down deeper and only target specific departments and/or senior-level decision-makers within specific departments. Note: while these tools are key parts of any advertising strategy, they can also drastically limit reach if used improperly. For guidance, please reach out to your DMM or account representative. 

• By default, we will maximize your reach by targeting all departments in a non-contextual manner. 
• You also have the option to narrow your reach by department. Note that this option is cookie-only, so this will prevent the ad from serving based on IP addresses. 

Department Targeting

• When this option is selected, you will see a dropdown list appear for you to select your desired department. You can choose the department from the dropdown list or you can use the search bar to find what you are looking for. 
• When selecting the department option, you will have the option to select one or more of our 27 functional groups specifically designed for B2B audiences. For a list of included functions in each department, see the Department Targeting table at the end of this article.  This is a good option for customers who want to deliver function-specific messaging into different departments within their target accounts, and who are also targeting companies that have greater than ~200 employees. Within the department options, Terminus also provides the option to target the C-Suite and VPs. Selecting one of these two options will target the C-Suite and/or VPs across all departments in the company, and is not impacted by other department selections. Any specific department selections will include personas from the C-level and down. Selecting both "C-Suite" and/or "VPs" with additional departments will neither negate nor duplicate any personas included in any of your selections.
• You can also choose to narrow down to senior decision makers by checking the box. This option targets manager-level and above (specifically Manager, Director, Senior Management, VP, CSuite, Board and Ownership levels)for the selected department(s), or across the entire company. Seniority targeting happens behind the scenes at the job level or function, and is not based on specific job titles. Filtering the data in this way ensures that we don’t leave out key decision-makers, particularly at larger companies where a manager can have significant decision-making power. This is generally a good option for customers that are targeting companies that have greater than ~200 employees. 

 

Contextual Targeting

Additionally, you may choose to use contextual targeting. Contextual targeting leverages a collection of keywords and phrases that scan ad site placements for textual content. This allows for your ads to be delivered across an infinite palette of content, and serve beside relevant browsing topics for your target audience.

Within contextual targeting you have two options:

• • • You can select specific keywords from our standard keyword list to narrow your reach by title or industry. 

• • • If the Terminus keywords do not meet your needs, you can create your own custom lists of keywords, and have your DMM or CSM load them to Terminus. They will then be available in the custom lists drop down for selection. Please note that any customizations made in TTD will be overridden by these settings.

For more information on Contextual Targeting, please see the Contextual Targeting for Ad Experiences article, or reach out to your DMM. 

 

Geo-targeting

The second section allows you to target specific locations. Geo-Targeting leverages location data to narrow targeting to only deliver impressions to audience members located within a specific location.

 

US and Canada Locations

• The first (recommended) option will allow for the broadest reach and target all locations. 
• The second option will allow you to select specific locations directly from the campaign. Within the campaign, geo-location can be applied at the country (US and Canada only), region (state, province or territory), or city level directly in the campaign. Note that only the top 200 cities in the US and the top 50 cities in Canada are supported at this time. 
  • • To select your location(s), choose city, region or country in the first drop down, and the corresponding location in the second one. You can choose as many locations as you want. 

International Locations

Previously, all global campaigns had to be launched as a standalone campaign using our legacy functionality. With the new Multi-Campaign Builder, you can now easily launch your display campaigns to international locations when configuring your campaign. 

 

To create a Global Display Campaign, select International Locations. 

 

Once selected, you will see drop-down menus for each international region appear. 

• To select an entire region, select the checkbox to the left of the search bar
• To select specific countries within a region, you can use the search bar to find a specific country, or you can scroll through the list of options 

 

Custom Geo Targeting

In the event that you need to target cities or regions in the US or Canada not included in these options, you can choose the third option for custom geo targeting. If this option is selected, the campaign will launch in a paused state so that your DMM can make the desired location adjustments. 

 

Time and Day Targeting

The third section allows you to refine the times and days at which your ad is displayed. 

You can choose to display the ads during waking hours (recommended), business hours or all day. Additionally, you can choose to display every day (recommended) or only on weekdays. 

Once you have selected all of your targeting options, hit "Save and Continue" to continue to the next section. 

 

Creative Setup

In this section, you will be able to upload ad creative files and associated landing page URLs. You will have the option to either upload new creatives, or re-use existing creatives from your Ad Library.

By default, your campaign will have one creative group. However, you may want to test different ad creative designs or messaging to see which one resonates better with your target accounts. To do this, you will want to set up multiple creative groups, which will be explained later in this article. 

A campaign can have up to 100 creatives added within the 5 Ad Group limit. To add creatives, you can either upload new ones or use existing ones. 

 

Upload New Creative

With this option, you will upload all the creative files for the different ad sizes you wish to use directly from your computer. Check out our Ad Creative Guidelines for more information on our recommended and supported ad sizes, as well as accepted file formats and file naming conventions.

 

You will also be asked to include the destination URL for each ad, which is the landing page you want people to direct to when they click on the ad. Note: We support the use of UTM parameters as well as custom tracking URLs.

Clicking the Upload New Creatives link will bring up the uploader screen. 

 

Add Existing Creatives

To use ad creatives that have been previously uploaded, click on "Add From Library". 

From there, you will be able to search and select ads from your Terminus Ad Library. You can search for specific creatives by name, date added, format or dimension. Select any creatives you want to add to your campaign and hit "Continue":

 

For both existing and newly uploaded creatives, you can remove them by either hitting the ellipsis next to the creative and selecting "remove" or by checking the box to the left of one or more creatives and hitting "Remove". 

Creative Groups

In the event that you want to test different ad creative designs or messaging to see which one resonates better with your target accounts, you can create two or more different sets in order to test which group generates the most engagement. 

By default, a new campaign will have one group. You can edit the name of the group by clicking the pencil icon:

To add an additional group, click the "Create new group" option on the left. This will create a new group that you can rename by clicking the pencil icon:

 

To add creatives to your group, follow the same steps you did for the first one. You may creative up to five groups, with a max of 20 creatives each. 

 

Note: Please ensure creative images are different in each group. Duplicate creatives with the same dimensions, same image, same landing page, but different names will cause an error.

 

Validation and Publishing

Once you have entered all of your creatives, you will be able to hit the "Continue" button at the bottom:

Before publishing your campaigns, check for any error indicators within your configurations. Errors can be identified by a red exclamation point icon. 

Note: Errors in creative, duration, audience, or naming conventions will prevent you from launching a campaign. If you are launching multiple campaigns at once, any campaigns that cannot be launched willed be saved as drafts. 

 

Once you have completed adding your creative and reviewing your configuration, you can publish all your campaigns by selecting the "Publish All" button in the top right-hand corner. 

 

 

This will prompt you to confirm publication.

Once you hit yes, you will be redirected to the campaign overview page. 

Note: if your account is configured to deploy campaigns in paused mode, or you have selected custom geo targeting, your campaign will be paused. Please contact your DMM or CSM for next steps. 

 

Frequently Asked Questions

Why can't I target countries other than US and Canada?

For other countries, you will need to set up a global campaign - for more information see the Global Targeting with Ad Experiences article. 

How soon will my campaign launch if I don't have a start date?

Once submitted, the ad networks will verify and approve your campaign, which can take up to 48hrs. Note that if you selected Custom Geo Targeting or your account has campaigns set to deploy in a paused state, this could take longer. 

How does the max spend per account work?

You now have the ability to set an account-level spend cap. This means that you can limit the maximum amount of budget that any individual account can receive. Once an account has hit this cap, it will no longer be served ads in the campaign. To set a cap, just go to the Budget & Duration section and enter a value for "Max Spend per Account".

 

 

Department Targeting

Below is the list of included functions for each department option available in the platform:

Option	Included Functions
C-Level	Principal, Partner, Founder, Advisory Board, CEO, CFO, Chair, CIO, CMO, COO, CTO, Officer (Other), President, Board, Board Member, Owner
Customer Service	Customer Service, Support, Technical Support, Customer Relations
Educators	Educator, Education, Education Management & Administrators, Professors & Teachers
Finance	General Finance, Financial Analyst, Corporate Finance and M&A, Accounting, Treasurer, Financial Advisor, Audit, Tax Specialists, Investor Relations, Risk Management, Economist, Finance, Finance Banking, Investment Banking, Wealth Management
Finance Accounting	Accounting
Finance Corporate	Finance Management, Treasurer, Corporate Finance and M&A, Investor Relations
General Engineering	Engineering, Chemical Engineering, Civil Engineering, Electrical Engineering, Electronics Engineering, Industrial Engineering, Mechanical Engineering
Government	Public Service, Lobbyists, Elected Officials Government Employees, Public Interest
Healthcare	Healthcare Professionals
HR	General HR, Employee Development, Recruiting, Benefits and Comp, HR Management, Payroll, Community Development, HR/Human Resources, HR Diversity
HR Employee Development	Employee Development
HR Recruiting	Recruiting
IT	Engineering, Software Engineering, Network Administration & Engineering, Systems Administration & Engineering, Computing & IT
It Data Analyst	Database Administration & Design, Data Management
IT Engineering	Engineering, Software Engineering, Web Development & Management, Information Technology
IT Operations	Network Administration & Engineering, Systems Administration & Engineering, Database Administration & Design, Information Security, Information Technology
Legal	Legal, Compliance & Governance
Marketing	General Marketing, Marketing Management, Product/Market Management, Marketing, Marcomm, Advertising, Writer/Editor
Operations	General Operations, Logistics, Quality Assurance, Production, Technical Support, Records Management, Maintenance, Secretary, Office Manager, Procurement, Project Management, Operations Management, Events, Administrator, Administrative, Assistant, Analyst, Admin
Operations Facilities	Maintenance, Office Manager, Safety
Operations Logistics	Logistics
Operations Management Admin	Operations Management
Operations Procurement	Procurement
Product	Product/Market Management, Project Management, General R&D, Research & Development, Creative, Designer
Research Science	General R&D, Research, Research & Development
Sales	Sales Executives, Sales, Sales Support
VP	VP