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ABM audience overview
Healthcare advertisers can engage with healthcare professionals at scale by targeting Account Based Marketing (ABM) audiences with personalized ads. These highly specific audiences leverage pre-defined and custom segments based on account-based attributes such as health systems, specialty practices, and NPI reach.
Refer to Account Based Marketing (ABM) audience overview for more information and eligibility requirements, or continue reading to create and manage an ABM audience in the IQM platform.
Create an ABM audience
Creation method notice: You can create an ABM audience by applying filters, uploading a file, or both. If you’ll use both methods, complete your file upload first. Otherwise, your filters will be reset. |
You can use the Audiences app to create one ABM audience at a time. Follow these steps to create a new ABM audience:
Open the Audiences app.
Select Account Based Audience.
Click + Create Audience. This will open the Create Account Based Audience pop-up window.
To upload a CSV file with your audience details:
Download the sample file to ensure that your file is formatted correctly.
To upload the list from our computer’s local files, select Upload File, choose the file, and click Open.
To drag-and-drop a file, open your computer’s local files, choose the file, and drag your cursor to the dashed rectangle.
To upload a creative from an external file-storage service such as Google Drive or a Dropbox account, select the corresponding company’s icon. You’ll be prompted to log in, accept any applicable privacy settings, and select the file from the online drive.
To apply filters:
Expand the dropdown menus available in the Filters panel, and select your desired audience characteristics.
Click Apply to update the table’s list of ABM segments based on the precise audience characteristics that you defined with your audience-filter selections.
Refer to ABM audience filters for each filter’s description and details.
If you uploaded a file, you’ll be redirected to the Match Columns section.
If desired, delete the file to return to the previous screen and upload a different one.
Complete the required System Fields and Updated File Columns.
Click + Add Field to match additional columns. While only one is required, completing more will help increase the changes of a high Match Rate.
Select Match & Continue.
Enter a name for the audience.
In the table, select the checkbox next to each segment that you’d like to add to the audience.
Select the topmost checkbox if you’d like to add every segment that’s visible in the audience table.
Click Select all Health Systems if you’d like to add every segment including non-visible rows. Note that each of these items will still match the filters you selected and/or the files you uploaded.
A single audience may contain up to 10,000 segments.
Review a summary of the audience’s details.
Pay special attention to the NPI Reach metric, which estimates the unique number of healthcare providers that can be reached based on their National Provider Identifier (NPI).
If desired, apply changes to the audience by adjusting its filters, and/or selecting or deselecting individual audience segments.
Select Refresh each time you select or deselect segments to update the audience summary counts.
Click Create to create an audience that includes only the segments that you selected.
Your ABM audience will immediately begin processing. We’ll send you an email once it’s ready, and you can monitor its current status by following the steps outlined in Review an ABM audience.
Manage an ABM audience
Use the Account Based Audiences page in the Audiences app to review, search, sort, or filter your existing ABM audiences. You can also use this page to duplicate or delete them.
Review an ABM audience
Follow these steps to review an existing ABM audience:
Locate the audience you’d like to review.
Search by ID or Audience Name.
Filter by Status.
Open the column selector to add or remove a table column.
Select the desired audience ID in the ID column. This will open the audience in a pop-up window, where you can review its details.
Once the ABM audience features a Ready status, you can also review additional data and insights.
Review the audience’s Reach, Cost (CPM), and Status in the summary panel.
Review each segment and its details in the table.
Review gender, age group, device, and geography insights in the Audience Breakdown panel.
Select Done to close the pop-up window and return to the Account Based Audience page.
Edit an ABM audience
Editing is not currently supported for ABM audiences. Instead, consider duplicating an ABM audience, then updating its segments to reflect your desired changes.
Duplicate an ABM audience
You can duplicate one Ready, Processing, or Failed ABM audience at a time.
Follow these steps to duplicate an existing ABM audience:
In the Actions column, select the page icon next to the audience that you’d like to duplicate. This will open the Duplicate Account Based Audience pop-up window.
Follow steps 4 through 12 of the Create an ABM audience workflow to name the audience and choose which ABM segments it should include.
If no changes are applied, the duplicated audience will include the same segments as the existing audience, and its Audience Name will show “Copy of” followed by the existing audience’s name.
Select Duplicate to create the duplicated audience.
The duplicated audience will appear in the Account Based Audience table and feature a Processing status.
Delete an ABM audience
Audience deletion notice: Note that deleted audiences are unrecoverable, and this action is permanent. As a safeguard, consider duplicating and updating the desired audience to reflect any desired changes. |
You can delete ABM audiences individually or in bulk. They must feature a Ready, Processing, or Failed status; and their Allowlist count must be 0.
Follow these steps to delete an ABM audience:
To delete audiences individually, use the Actions column to select the trash can icon next to the individual audience that you’d like to delete
To delete audiences in bulk:
Select the checkboxes next to the desired audiences.
Click Delete.
The deleted audience(s) will no longer appear in the Audiences app.
Assign an ABM audience to a campaign
Assign ABM audiences to new or existing campaigns in the Audiences app or Campaigns app. A single campaign can target up to 20 audiences.
Add an ABM audience to a new campaign - Audiences app
Follow these steps to assign Processing or Ready ABM audiences to a new campaign from the Audiences app:
Select the checkbox(es) next to the desired audience(s).
Click Create Campaign. This will open the Create Campaign pop-up window.
Search or browse and select an insertion order from the Insertion Order field.
Enter the campaign’s name into the Campaign Name field.
Choose a unique one to differentiate this campaign from others that you may create.
Select Create. This will redirect you to the campaign creation page of the Campaigns app.
Locate and expand the Existing Audience section, where Account Based is pre-selected and the ABM audience(s) that you added are listed.
If desired, open the Select Audiences menu to search and select additional ABM audiences for this campaign to target.
Complete the campaign’s other required and applicable fields, as needed.
Refer to the Campaign Targeting Guide for additional support.
Save your changes.
Select Save as Draft to apply your selections in a draft format.
Select Run to apply your selections and create the campaign.
Add an ABM audience to a new campaign - Campaigns app
Follow these steps to assign Processing or Ready ABM audiences to a new campaign from the Campaigns app:
Open the Campaigns app.
Select an insertion order (IO) to arrive at the Insertion Order Info page.
Click + Create Campaign. We’ll redirect you to a form for the new campaign, where you can add or update its details and targeting parameters.
Locate and expand the Existing Audience section.
Select the Account Based audience type.
Open the Select Audiences menu to search and select the ABM audiences that this campaign will target.
Complete the campaign’s other required and applicable fields, as needed.
Refer to the Campaign Targeting Guide for additional support.
Save your changes.
Click Save as Draft to apply your selections in a draft format.
Click Run to apply your selections and create the campaign.
Add an ABM audience to an existing campaign - Audiences app
Notice on existing campaigns: You can assign an ABM audience to existing campaigns that are already targeting another ABM audience or aren’t targeting any audiences. Refer to ABM Audience eligibility requirements for more details. |
Follow these steps to assign Processing or Ready ABM audiences to existing campaigns from the Audiences app:
Select the checkbox(es) next to the desired audience(s).
Click Assign To Campaign. This will open the Assign To Campaign pop-up window.
Use the Campaigns field to search or browse and select existing campaign(s).
Click Update to add the audience(s) to the campaign(s) you selected.
Add an ABM audience to an existing campaign - Campaigns app
Notice on existing campaigns: You can assign an ABM audience to existing campaigns that are already targeting another ABM audience or aren’t targeting any audiences. Refer to ABM Audience eligibility requirements for more details. |
Follow these steps to assign Processing or Ready ABM audiences to an existing from the Campaigns app:
Open the Campaigns app.
Select an insertion order (IO) to arrive at the Insertion Order Info page.
Locate the Campaign Name column and click the desired campaign’s name. We’ll redirect you to a form for the campaign, where you can add or update its details and targeting parameters.
Locate and expand the Audience section.
Select the Account Based audience type.
Open the Select Audiences menu to search and select the ABM audiences that this campaign will target.
Select Save to apply your changes to the existing campaign.
Remove an ABM audience from a campaign
Follow these steps to unassign an ABM audience from an existing campaign:
Follow steps 1 through 5 of the Add an ABM audience to an existing campaign - Campaigns app workflow to open the campaign.
In the Remove column, select the trashcan icon next to each ABM audience that you’d like to remove from the campaign.
Save your changes.
Select Save as Draft to apply the changes in a draft format.
Select Run to apply the changes and create the campaign.
Select Save if the campaign is already running to apply your changes to the active campaign.
The campaign will no longer target the ABM audience(s) that you removed. Note that the ABM audience(s) will remain available in the Audiences app.
Review data costs
The Data Cost metric represents a campaign’s total spend on targeting and/or blocking data segments. This includes the total amount spent on audience targeting.
You can review a campaign’s data cost in the following ways:
Review a campaign’s data costs from the Dashboard app
Follow the steps outlined in Customize a dashboard table - Add or remove a column to choose which metrics are displayed on your dashboard. Select the Data Cost metric from the Spending category to add it.
Review a campaign’s data costs from the Campaigns app
In the Campaigns app, open the column selector to choose which metrics are displayed in the table. Select the Data Cost metric from the Spending category to add it.
Review a campaign’s data costs from the Reports app
Follow the steps outlined in Generate a report to create a custom report. Select the Data Cost metric from the Spending category to add it to the report.
Locate additional ABM audience resources