Campaigns
- Creating a Campaign
- Campaign types
- Create an Exposure Optimized campaign
- Create a Reach Optimized campaign
- Create a Landing page traffic campaign
- Create a URL based campaign
- Create a web event based campaign
- Create an App Consideration campaign
- Create an app event based campaign
- The gauge
- Campaign setup: Basics
- Campaign setup: Targeting
- Campaign setup: Creatives
- Campaign setup: Additional settings
- Optimizing a campaign
Creating a Campaign
Before you begin, it is essential to understand the goals and main KPIs of the campaign that is to be launched.
Campaign types
Intent.ai platform supports 7 types of goals, groupped into 3 groups:
Brand awareness
Brand awareness campaigns aim to increase recognition and visibility of a brand among target audiences through strategic marketing and advertising efforts.
Exposure optimized
Optimizing for lowest CPM and highest number of impressions.
How to create.
Reach optimized
Optimizing for highest number of people being exposed to your creatives.
How to create.
Consideration
Consideration campaigns are designed to engage potential customers by highlighting the benefits and features of a product or service, encouraging them to evaluate and consider it for future purchase.
Landing Page traffic
Brings higher engagement to your site.
How to create.
App Install optimized
Optimizes for your app installs.
How to create.
Conversion
Conversion campaigns focus on driving specific customer actions, such as making a purchase or signing up for a service, by using targeted messaging and incentives to encourage immediate decision-making.
URL based
Optimizes conversions that are possible to track using URLs.
How to create.
Web event based
Optimizes for conversions based on events sent through web.
How to create.
App event based
Optimizes for conversions based on events sent throught app.
How to create.
Campaign types
Create an Exposure Optimized campaign
Prerequisites
Exposure optimized campaigns are one of the easiest to setup, only require a Click URL to be provided for the basic setup.
Once you're ready you can proceed to:
Create a Reach Optimized campaign
Prerequisites
Reach optimized campaigns are one of the easiest to setup, only require a Click URL to be provided for the basic setup.
Once you're ready you can proceed to:
Create a Landing page traffic campaign
Prerequisites
It is highly recommended to setup general tracking using pixel to maximize the performance of this type of campaign. This will allow the system to optimize for better engegement with your site, as well as reduce accidental clicks on banners.
Once you're ready you can proceed to:
Create a URL based campaign
Prerequisites
It is required to set up tracking for this kind of campaigns. The system uses the URL or it's parts to understand conversions and optmizie towards traffic that is more inclined to produce such URLs.
Make sure the URL always signifies a conversion.
Good examples are "/thank-you" URLs after registrations or "/confirm" pages after order is placed. If a user registers and then goes to the main page, the main page URL should not be used as a conversion url for registration, because it also happens when users log in into the system.
Once you're ready you can proceed to:
Create a web event based campaign
Create an App Consideration campaign
Create an app event based campaign
The gauge
The gauge shows the number of available impressions and users in the market. It also has an indicator that helps to understand if the available traffic is balanced with the daily budget.
It is not the number of predicted impressions or reach
Here are the factors that the gauge takes into account.
Targeting
Choosing age, gender, interests and apps/sites use will affect the gauge.
Creatives
Depending on the advertisement materials (their type or size), the gauge is being recalculated, to provide with more precise estimation on the available traffic.
Placement
Inclusion or exclusion of such placement parameters as categories, individual apps/sites, device os, content language and environment are considered when calculating the gauge values.
Daily budget
Daily budget is being taken into account together with average CPM for the predicted market, to understand the balance.
Campaign setup: Basics
This section contains basic required specification for a campaign:
Campaign name
The name of the campaign to be launched, will be used in the reporting and attribution. Some systems may experience issues with campaign names that contain space ( ) symbol in the name, others may face issues with case-sensitivity.
Start date
The date the campaign will start running. If set immediately, the campaign will start to run as soon as it passes moderation steps. The date indicated is inclusive.
Start date cannot be modified after launching a campaign.
End date
The date the campaign will end.
Attribution
This section controls the attributions settings and integration options with analytics systems on the landing page. There are specific Macos that are needed to be placed in curly brackets to be substituted with real values, please check the reference table.
Macro |
Description |
CLICK_ID |
The id of the click, can be used to return in the Postback |
CAMPAIGN_NAME |
The name of the campaign |
BANNER_SIZE |
The size of the banner clicked |
ANONYMOUS_ID |
Anonymous, consistent, unique ID of the person that clicked. |
Campaign setup: Targeting
The targeting section outlines strategies for reaching specific audience segments through demographic, geographic and behavioral criteria to maximize campaign effectiveness.
It is recommended to leave the Smart Targeting setting on
Apps and websites
Targeting by apps and websites allows advertisers to reach users based on the specific platforms they use. This includes the ability to include, exclude and narrow the targeting to the users that use selected apps and websites to ensure ads are shown only to users who meet all specified conditions.
Interests
Targeting by interests allows advertisers to reach users based on their specific hobbies, preferences, and activities. This involves analyzing user behavior and engagement to include those with relevant interests, exclude those with unrelated interests, and narrow targeting by combining multiple interest categories to pinpoint the most relevant audience segments.
Gender and Age
Targeting by gender and age enables advertisers to reach specific demographic segments by including users of a particular gender and age range, excluding those outside these parameters, and narrowing the audience by combining gender and age criteria to focus on the most relevant groups for the campaign.
Lookalikes
Targeting by lookalikes involves reaching new users who resemble your existing audience, with three levels of similarity: none (broadest reach, least similarity), somewhat similar (moderate reach, moderate similarity), and very similar (narrowest reach, highest similarity).
Auto Enhancement
Allows the system to be more flexible in finding the right audience based on the campaign goal.
It is recommended to leave this setting on
Campaign setup: Creatives
This section describes how to use the creatives in the campaigns.
Currently the following formats of creatives are supported.
Banners
The product supports the following 9 sizes.
Tip: Upload higher resolution (upscaled) copies of the creatives to increase the performance.
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970 x 90 (up to 1940 x 180)
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728 x 90 (up to 1456 x 270)
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320 x 50 (up to 960 x 150)
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300 x 250 (up to 900 x 750)
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300 x 100 (up to 900 x 300)
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250 x 250 (up to 750 x 750)
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300 x 600 (up to 900 x 1800)
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160 x 600 (up to 320 x 1200)
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240 x 400 (up to 720 x 1200)
The size should not exceed 150kb.
The product supports 2 types of banners.
Image
Please note, 320x50 size is the most widely used, but it performs the worst, in most of the cases. Instead of standard sizes, it is recommended to upload upscaled sizes: For example, instead of 320x50, it is recommended to upload 640x100, so that the quality is improved.
It is also highly recommended to request working PSDs of creatives.
HTML
Native
Native ads require the following images from the customer
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Logo (128x128)
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Landscape (627x1200)
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Square (600x600)
As well as, name, headline, description, CTA, Advertiser name.
Video
Video file, up to 15mb
300x250 JPG or PNG.
150k max file size.
Campaign setup: Additional settings
Frequency and Scheduling
Frequency and scheduling targeting involves controlling how often ads are shown to users and setting specific times or dates for ad delivery. This includes limiting the number of times an individual sees an ad (frequency capping) and scheduling ads to run during optimal times to maximize engagement and effectiveness.
Frequency
It is possible to control how many times a specific user should see the ad per day, week and month.
Scheduling
Set the campaign to run only for specific hours, to ensure that when it's not needed the campaign doesn't spend.
All times indicated are local to the user
Placements
Placement targeting allows advertisers to control where their ads appear, including the use of a whitelist of preferred publishers and a blacklist of excluded ones. This also involves selecting specific platforms, operating systems (OS), and publisher categories to ensure ads are shown in the most relevant and suitable environments.
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App/Site Categories: Users can select broad categories such as "Entertainment," "News," or "Finance" to either block or allow. This helps tailor ad placements to the content that best aligns with the campaign’s objectives, whether it’s avoiding certain genres or targeting specific content types.
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Specific Apps/Sites: This input allows users to include or exclude particular apps or websites by name. It’s useful for targeting high-performing platforms or avoiding those with low engagement or unsuitable content.
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Device OS: Users can specify the operating systems (like iOS, Android, or Windows) on which their ads should or should not appear. This is particularly useful for campaigns tailored to specific device types or for excluding platforms that don’t align with the target audience.
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Environment: This input lets users choose between different environments, such as mobile apps, desktop websites, or connected TV. It ensures that ads are shown in the contexts that are most relevant to the campaign goals.
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Content Language: By selecting specific content languages, users can control the linguistic context in which their ads appear. This is crucial for targeting audiences in specific regions or ensuring that ads are served in a language that resonates with the target audience.
These inputs, when combined, provide a robust mechanism for advertisers to fine-tune their ad placements, ensuring maximum relevance, brand safety, and campaign effectiveness.
Optimizing a campaign
Optimizing your advertising campaign involves continuous analysis and adjustments to improve performance, increase ROI, and achieve your marketing goals. This guide outlines key strategies for effective campaign optimization.
Key Optimization Strategies
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Refine Targeting
- Demographics: Adjust age, gender
- Interests and Behaviors: Utilize data to fine-tune interest and behavior-based targeting.
- Lookalike Audiences: Expand or narrow lookalike audience criteria to reach users similar to your best customers.
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Improve Ad Creatives
- A/B Testing: Run tests on different ad creatives to determine which visuals, headlines, and calls-to-action perform best.
- Refresh Content: Regularly update ad creatives to prevent ad fatigue and maintain user interest.
- Personalization: Tailor ad messages to specific audience segments for more relevant and engaging ads.
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Optimize Bidding Strategies
- Bid Adjustments: Increase bids for high-performing segments and decrease for underperforming ones.
- Automated Bidding: Utilize automated bidding strategies offered by ad platforms to maximize conversions within your budget.
- Dayparting: Adjust bids based on time of day and day of the week to focus on peak performance times.
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Enhance Landing Pages
- Relevance: Ensure landing pages are highly relevant to the ad content to maintain user interest and improve conversion rates.
- Load Speed: Optimize landing page load times to reduce bounce rates and improve user experience.
- Clear CTAs: Use clear and compelling calls-to-action on landing pages to guide users towards desired actions.
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Monitor and Adjust Frequency and Scheduling
- Frequency Capping: Limit the number of times an ad is shown to the same user to prevent overexposure.
- Ad Scheduling: Schedule ads to run during times when your audience is most active and likely to engage.
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Utilize Advanced Analytics
- Conversion Tracking: Implement robust conversion tracking to accurately measure campaign effectiveness.
- Attribution Models: Use advanced attribution models to understand the contribution of different touchpoints in the conversion process.
- Performance Metrics: Regularly review key performance metrics (CTR, CVR, CPA, ROAS) to identify trends and areas for improvement.
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Leverage Retargeting
- Retarget Previous Visitors: Show ads to users who have previously visited your website but did not convert.
- Dynamic Retargeting: Use dynamic retargeting to show personalized ads based on users' past interactions with your site.
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Experiment with New Channels
- Expand Platforms: Test new ad platforms and networks to reach a broader audience.
- Cross-Channel Campaigns: Integrate campaigns across multiple channels (e.g., social media, search engines, display ads) for a cohesive strategy.
Continuous Improvement Cycle
- Analyze: Regularly analyze performance data to gain insights into what's working and what isn't.
- Adjust: Make data-driven adjustments to targeting, creatives, bids, and other elements.
- Test: Continuously run A/B tests and experiments to find new optimization opportunities.
- Scale: Scale up successful strategies and campaigns to maximize impact and ROI.