Overview: We use Bombora to build audiences of people who work at specific companies or who have specific job titles/roles.
Use Cases: Great for anyone looking to target people who work at specific companies or have specific Job Titles or roles. For example, you can serve ads only to people who have the title “Marketing Manager”, or only people who work at Programmatic Mechanics.
KPI: Click Through Rate (CTR), Cost Per Click (CPC), Cost per Acquisition (CPA)
Media Type: Display, Native, Audio, Video
Placement: Display, Native, Mobile In-App, Video, Audio (No CTV)
Bid Structure: This targeting tool follows the bid ranges for the campaign’s media type. Bombora segments cost an additional flat CPM that varies depending on the segment. To set the bids, add the associated cost of your segment as seen in the ‘Audience’ tab to the recommended bid ranges for the campaign’s media type.
Audience Data Targeting: First and Third-Party data segments are available for targeting but can limit the campaign’s ability to serve. If Third-Party Audiences are added, increase bids by the average cost of all associated segments.
Specs: Align with the campaign’s media type.
You must supply the Job Titles or Companies to your Account manager, who will then push Companies (using their domain name, ie: cisco.com) or Job Titles to Bombora. Audiences will be available to target in Pontiac within 3 business days, and will appear under ‘Onboarded Audiences’. To set the bids, add the associated cost of your segment to the recommended bid ranges for the campaign’s media type.