What this is
This guide explains how to create and manage effective campaign content within Propensity.
In Propensity, campaign performance depends not only on targeting and delivery settings, but also on how well your messaging, assets, landing pages, and Click URLs align with your audience and campaign goals.
This guide focuses on content-related best practices that can help improve:
Engagement
Click-through rates
Lead quality
Audience relevance
Campaign consistency
When to use this
Use this guide when:
Building campaigns in Propensity
Configuring Plays in the Playbook
Uploading and managing campaign assets
Selecting Click URLs
Creating audience-specific messaging
Launching PDN, LinkedIn, or email campaigns
Improving campaign engagement and conversion performance
How content is used in Propensity campaigns
Campaign content is managed across several areas of the platform.
Playbook
The Playbook controls key campaign settings, including:
Click URL
Brand Name
Budget settings
Bid Amount (CPM)
Premium Inventory settings (when supported)
Campaign assets
The Playbook is also where you manage the assets associated with a specific campaign or Play.
Asset Library
The Asset Library allows you to:
Upload campaign creatives
Organize assets
Search for active or archived assets
Keeping assets organized and aligned helps create a more consistent campaign experience.
Align content to your audience, buying circles, and campaign type
Different audiences, buying circles, and campaign types may require different messaging approaches.
In Propensity, audiences can be built using:
- CRM account imports
- CRM contact imports
- Uploaded contact lists
- Uploaded account lists
- ICP-based account discovery
- Retargeting audiences
- Audience merges
Campaign type may also influence how content is presented and targeted.
For example:
- Contact-Based Marketing campaigns may support more personalized messaging tied to buying circles
- Account-Based Marketing campaigns may require broader account-level messaging
- Contextual Campaigns may perform better when messaging aligns closely with the surrounding topic or content
- Geofencing campaigns may require more location-aware messaging
When building campaigns in Propensity, align your:
- messaging
- landing pages
- creatives
- CTA strategy
to the audience type and campaign objective whenever possible.
Use intent signals to guide campaign messaging
When creating or editing an audience, you can select Intent Signals to refine your audience.
Intent signals can help identify the topics your audiences are actively researching.
When building campaigns:
Align ad messaging to the same topics used in audience targeting
Use content related to the audience’s active research interests
Match landing pages and Click URLs to those topics
For example:
If an audience is showing intent around AI topics, the campaign should direct users to AI-related educational content or solutions
If the audience is researching ABM reporting, the landing page should focus on reporting, attribution, or analytics-related content
Generic landing pages often perform worse than content aligned to the audience’s active interests.
Match your Click URL to your campaign messaging
In the Playbook tab, you can edit your Click URL. The Click URL experience should continue the message introduced in the campaign.
For example:
A campaign promoting an ABM guide should direct users to ABM-related content
A campaign focused on AI messaging should not send users to a generic homepage
Message mismatches can reduce:
Engagement
Conversion rates
Lead quality
Strong Click URL alignment helps create a more seamless campaign experience.
For more guidance, see Landing Page Best Practices for Campaign Click URLs.
Keep branding consistent across assets and landing pages
Campaign assets should align visually and contextually with the destination experience.
When configuring campaigns:
Ensure logos match the associated brand
Ensure the Brand Name matches the landing page domain and branding
Keep visual styles consistent across ads and landing pages
For example:
The Brand Name configured in the Playbook should match the brand associated with the Click URL landing page and campaign creatives
Inconsistent branding may reduce trust and engagement.
Adapt content to the campaign format and channel
Different campaign types support different content formats and user experiences.
Propensity supports multiple campaign types, including:
Display ads
Video ads
Carousel ads
Native ads
Audio ads
Email campaigns
Social campaigns
Each format may require different:
Asset types
Messaging length
Visual structure
CTA approach
For example:
Display and social ads
Use concise messaging
Ensure headlines are easy to scan
Align creatives closely with the Click URL experience
Video and vertical formats
Prioritize visual clarity
Ensure important copy remains visible across placements
Avoid placing key messaging near cropped areas
Email campaigns
Focus on educational and value-driven messaging
Avoid overwhelming users with too many links or CTAs
Use content progressively across touches
Native and content-driven formats
Use messaging that feels informative and audience-relevant
Align headlines closely with the audience’s interests and intent topics
Use Analytics to improve campaign content
The Analytics and Reporting sections can help identify how campaign content is performing across channels.
Metrics may include:
Impressions
Clicks
Impressions per contact
Contacts targeted
Cost per contact
Performance trends may help identify issues such as:
Weak messaging
Poor CTA alignment
Weak landing page experiences
Poor audience targeting
Ineffective creatives
Use campaign performance data to refine messaging and content over time.
Common mistakes to avoid
Avoid:
Sending all audiences to the same generic landing page
Using messaging that does not align with audience intent
Using overly sales-focused CTAs for cold audiences
Using inconsistent branding between ads and landing pages
Uploading assets that do not align with the campaign message
Using vague headlines or generic messaging
Ignoring the buying circle context when creating content
Sending users to unrelated Click URLs