Increase Ad Spend Efficiency with Audience Workflows 

Are you finding it difficult to control ad spend on certain campaigns? Is it hard to visualize and explain your marketing strategy and/or buyer journey within your campaigns? Try this 6sense best practice in Audience Workflows!

For the first time Audience Workflows, allows users to spend ad dollars efficiently by ensuring that accounts are automatically taken out of campaigns after a specific amount of time if they are not engaging with your ads by using conditional timers and remove audience nodes.

Before Audience Workflows: Marketers created an ICP segment and then created multiple “sub-segments” using that ICP segment with different behavioral filters.  

The problem with this approach? 

• Accounts only exit the campaign if they no longer meet the segment criteria  
• It can be difficult to control spend and journey based on the buyer’s behavior   
• It’s hard to visualize and explain the marketing strategy & buyer’s journey 

Leveraging Audience Workflows to Increase Ad Spend Efficiency: Clone an active display campaign inside the Audience Workflows canvas and add a conditional timer to remove audiences if they don’t engage in your ad campaign after 30 days.  

The result? 

• One segment followed by decision node(s) provides visibility into their marketing strategy and buyer’s journey 
• Timer nodes, conditional timer nodes, re-entry criteria and remove nodes ensure you’re spending your ad dollars wisely 
• You're easily able to communicate your strategy across teams by showing the canvas 

It’s easy to get started: 

• Open the 6sense platform and navigate to Audience Workflows on the left side of the screen 
• Follow this guide on how to create a new workflow 
• Clone an active display campaign and add conditional timers 

If you run this workflow, we’d love to hear your feedback, ideas, and input to help us improve the product and user experience!

Check out our other Audience Workflows resources in RevCity.