When initially creating a campaign the first thing to do is associate it with a Brand and an IO. If the Brand exists in our system, you simply need to search for it and select the result. Otherwise, you’ll need to hit the + sign to create the Brand. Same goes for the IO. Once these two steps are done, then you can start selecting all of the settings for your campaign in the sections below. Note on self serve, all campaigns have IAS pre-big fraud protection on by default and this cannot be unselected.



Campaign General Tab


Settings on the General tab include:

  1. Flight Dates: within IO constraints
  2. Video: marking whether the campaign is video or not. Video, either click to play in feed (In stream) or Outstream autoplay needs to live in its own video only campaign.
  3. Day Parting: by EDT hour. Selections per box to exclude serving during this hour.
  4. Frequency Capping: this can be done here at the campaign level or at the IO level to apply to all campaigns under the IO (IO edit screen to enable)
  5. Pacing: Smooth (even pacing over flight dates input), Daily Cap, and ASAP (spend as quickly as possible regardless of optimization)
  6. Forward Pacing: When selecting Smooth you can also input a % over the evenly paced daily spend to be delivered until the date entered. E.g. if the smooth daily budget were $100, and forward pace is 20%, then the campaign will deliver $120 per day until the day input.
  7. Goals (details below)
  8. Performance vs Delivery: Performance will focus aggressively on hitting the Goal entered independent of the end date and budget of the campaign while Delivery will use a combination of both KPI optimization as well as budget and end date considerations if the campaign is underpacing. Delivery should be selected if you need to spend a certain budget by a specific date. Note some goal selection require the use of performance.
  9. Bid Price and Type: you can choose a max CPC or CPM 
  10. Budget Fluidity: you can create budget pools that all campaigns with the same Goal can share and spend according to its performance, meaning you do not need to set a specific budget for each campaign that is part of the pool you created. Note you cannot move budgets in and out of pools.



Goal

GoalGoals:


allowGoals allows you to chose what the algorithms will auto-optimize towards if there is sufficient statistical data to make such decisions. CTR is the default goal since we always have CTR information in our ad server, but you can chose any of the goal types listed as long as you have the relevant codes installed on your landing page(s). That is, if you choose Engagement (Bidtellect’s proprietary Engagement Score) or one the factors that make it up, i.e. Bounce Rate, Page Views, or Time on Site, you must have placed Bidtellect’s Engagement Score on the landing page (s). The same goes for selected Conversion here and placing Bidtellect’s Conversion Pixel. If using video, Play Rate or Cost Per Completed View should be selected. You can also select and weight multiple Goal Types to be used simultaneously in optimization in a given campaign by adding additional goals with the + sign to the right as long as the weight per goal all add up to 100%. For example, if CTR and Conversions are the two main KPIs for a campaign, you can set each at 50% and the campaign will auto-optimize to both Goals.


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Campaign Goals & Pixel generation:


Goal Tracking Events is where Bidtellect’s Conversion and/or Engagement Code are generated. The Conversion Pixel is an iframe while the Engagement Code is JavaScript. The first step is to create a New Tracking Event. Once this is named and created, make sure to select it in the checkbox so the goal gets associated with the campaign. Then you can hit the Generate Conversion Pixel and Engagement Pixel buttons and copy the codes to be placed on site landing page(s). Note that the conversion pixel should be placed on the action of interest, typically on the success or post-transaction page while the engagement code should be placed across the site in the common head tag just like a Google Analytics code. Note also that placing these pixels on the landing page(s) and selecting them in the checkbox here is required if you selected Conversions or any of the Engagement events in the General Campaign settings tab under Goal type. For the conversion pixel, please enter in a goal CPA if known, as this can be optimized towards via the algorithms. Lastly, as a reminder, make sure to select the event in the checkbox and save so the event created is associated with the current campaign. Only one event can be associated with a given campaign. Previously created events will show up in new campaigns under the same IO since the goal id is associated at the IO level. This also means that you do not need to create new pixels for new campaigns for the same conversion event for the same IO or brand. Third party pixels is not commonly used but is a way for you to piggy back other pixels onto the pixel generated here.