What are Attribute Audiences
This audience type allows you to create audiences based on:
- AdRoll Account Lists & Account Groups: companies you wish to target with advertising and sales efforts.
- AdRoll Company Attributes: firmographic account attributes, such as domain, company size, revenue, industry, etc.
- Buyer Persona Attributes: These are user-level attributes you can use to build your audience that we offer you through our partnership with Bombora Audience Solutions.
Attribute Audiences created in the AdRoll ABM platform can be used to:
- Launch CTV and Web Account Targeting Campaigns.
- Exclude from a Website Retargeting Campaign.
Below is the detailed list of all available filters for Attribute Audiences.
| AdRoll Company Attributes | Buyer Persona Attributes |
|---|---|
|
|
Download the list of attributes from the Attribute Audience values available
An up-to-date list of the Audience Attributes and their definitions can be downloaded here.
When to use Attribute Audiences
You will create Attribute Audiences in combination with an Account Targeting Campaign only if Account Targeting Playbooks do not offer enough audience flexibility for your use case.
The most common scenarios to use Attribute Audiences within an Account Targeting Campaign instead of using an Account Targeting Playbook are:
- You want to include very specific audiences in your advertising.
- You want to exclude very specific audiences from your advertising.
This type of audience inclusion/exclusion flexibility is not possible with Playbooks, which are a pre-packaged set of campaigns very easy to use. Playbooks greatly simplify the process to launch and maintaining your account-based advertising programs.
Who can access
Attribute Audiences access depends on your subscription package:
| Your Package | Attribute Audiences |
|---|---|
| Account Based Advertising | Included |
| Account Based Marketing + Advertising | Included |
| Account Based Marketing | Not included |
| Starter (Legacy) | Not included |
| Standard (Legacy) | Not included |
| Professional (Legacy) | Included |
| Ultimate (Legacy) | Included |
| Free Tier | Not included |
Create Attribute Audiences
Watch this video to learn how to create Attribute Audiences with the purpose to launch an Account Targeting Campaign or follow the steps provided below.
- Log in to AdRoll ABM and navigate to Audiences > Website Audiences and select Create Website Audience.
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Select 'Audience Type' = 'Attributes'.
Click Pick an attribute to select either the Account List attribute or the Domain attribute to get an audience size estimation.
For the Account List you will be asked to select an Account List and an Account Group that you would like to include in the audience.
For the Domain you will be asked to provide a CSV. file with the list of domains you would like to include in the audience.
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If you want to add more attributes, you can do that by clicking the 'Add Another' button.
Expected audience size
Before creating the audience make sure to check your Expected Audience Size. If you select the attributes that will not populate your Attribute Audience will not be effective.
- Name your audience and click 'Create'.
Expected Audience Size
When you create an Attribute Audience in the AdRoll ABM platform, you will be able to see the Expected Audience Size based on the attributes you select immediately.
These attributes are not based on your website activity, but solely on AdRoll ABM and Bombora Audience Solutions third party data, so you will be able to see audience estimates even if you don’t have the Pixel installed on your website yet.