Steps to create a campaign

Order is the first step in campaign creation flow. (Refer to the article for Order creation.)

  1. Navigate to the “Campaigns” under the menu on the left-hand side and click on “Create New Campaign” or alternatively, you can go to a specific order and click on “Create a Campaign.”
  2. Once you select “Create New Campaign,” you will be asked to fill in the name of the campaign and link an order first. If you choose to create a campaign from an Order page then the campaign creation window will open straightaway.

Campaign creation is divided into 4 sections: Information, Budget, Targeting, Creatives and addition section Bid multiplier, for adding bid multipliers to specific campaign attributes. The below article will go through each section in detail.

Information

Under this section, we will be filling all the basic information about the campaign.

  • Campaign name: We suggest you follow specific nomenclature for all your campaign names. You can use the following format “Country_CreativeType_OS_TargetSpecifications.” Example: DE_Video_iOS_Audience.
  • Tags: On a broad level campaign goals can be defined using the Tag option. In the reporting dashboard or in the UI you can group similar tagged campaigns under one report

Example: Assuming your campaign goal is user acquisition and you have selected the same tag while creating a campaign. You can filter by User_acquisition tag, this gives you a list of all the campaigns which have the same selected tag.

  • Order: You will get a drop-down list of all orders created. Once you link the order all associated information (e.g., Click Destination, Budgets, Duration of the campaign) will be auto-filled in the campaign. 
  • Click Destination: Click destination will copy the inputs from the associated order for the campaign. With Click destination, it will automatically pull information from the promoted app (or website) along with app domain, app bundle, app id and OS information. 
  • Deal ID: Deal ID is a unique alphanumeric code specific to a preferred deal or private auction. The campaign competes only for the impression in the preferred deal or private auction and thus becomes ineligible to compete for the impression in the Open Auction. You can enter multiple Deal IDs as comma-separated values. This feature enables you to use multiple PMP deals in one campaign.
  • Time Schedule: By creating a time schedule, your ads will run only during the specified dates and times. You can either choose to run ads at any time of the day (Run Ads All The Time) or only during a specific time frame (Run Ads on Schedule).

       You can identify user behavior in order to serve them the impression at the time they are the keenest to click and download the app. For example, if McDonald’s          was running a campaign to attract customers for their breakfast menu, they                  would run their ads in the morning to ensure maximum relevance.

Note: if you run campaigns using our CPI optimization, our algorithm takes care of the time of the day and optimizes the delivery based on its learnings to deliver more impressions during the time when it can get the best CPI and scale.

Budget

Under Budget, we fill the creative type, optimization type, budget allocation and different cappings available in the system.

  • Creative Type: you have four creative types to choose: HTML, Video, Native and Image, depending on your requirements.
  • Optimization Type: you can optimize your campaigns based on CPM, CPC and CPI and set a Target. Your campaigns will optimize bidding and it will determine the bid value. 
  • Limit Max bid: is used when you want to limit the max bid price you want to bid for an impression either on 1st Price Auction (1PA) or 2nd Price Auction(2PA).

In the screenshot you can see an example, 1PA is set lower than 2PA. In this you are controlling the max CPM cost per 1000 impressions to $10 in 1PA, you pay what you bid whereas in 2PA you have an option to set a higher bid limit, as your win price <= bid price. 

Note: You can only choose one creative type and Optimization type per campaign. Creative type and Optimization type cannot be changed once you save the campaign.

  • Capping: You can set the daily budget capping and total budget for your campaign. Only daily budget capping is considered for Budget Pacing.

Impression/Click/Install capping are simply upper limits to delivery and do not factor into pacing. For example, with a $100 USD daily budget, bid optimization will try to spend the daily budget evenly throughout the day according to the available traffic per each hour. In contrast, impression caps could be reached early in the day and stop delivery of the campaign.

  • Frequency Capping: limiting the number of impressions or clicks over a period of time. Frequency capping is crucial in ensuring that your ad doesn't get served to the same users too often within a given number of days (to avoid audience fatigue). 
  • Optimization:

i. Bid Optimization: this option is available only for CPM and CPC campaigns. Bid optimization predicts the best bid value for every request eligible for your campaign. It optimizes bid prices based on auction type to achieve the lowest eCPM while maintaining the required win rate. Frequently, it is referred to as “bid shading.”

For instance, If Bid optimization is OFF for the CPM campaign, it will bid exactly at “Target CPM” for every eligible bid request you have set in the campaign. If Bid optimization is ON, for 1st Price Auction it will optimize bid values based on the floor price of incoming bid requests so as to not overbid and you have the option to disable 2nd Price auction to get more scale.

If the campaign is under-spending, “Bid Optimization” will check the win rate; if the win rate is very low, it will continue to increase the bid. If the win rate is good, it means that the traffic price is lower than your "Target CPM", so it won't change the bid.

Optimization type matters for Bid Optimization; for example, consider a CPC campaign, CTR is used to calculate the bid price. For instance, Kayzen will not buy low CPM with a high CPC, which means CTR is very low, so for such traffic, we will bid quite low.

Note: Do not use bid optimization when you know your target audience (in retargeting). Optimizing bids could lead to lower bids and reduced win rate which results in a lesser number of impressions won and as a result lower percentage of the audience reached.

ii. Budget Pacing: distributes the campaign budget evenly across the campaign duration and across a day to prevent the budget from being exhausted earlier.

Budget pacing does NOT distribute the campaign budget flatly "even across a day", but rather in relation to the volume of traffic.

If turned off, the campaign will have an accelerated delivery and might exhaust the budget before the end of the day or end date.

iii. Placement Diversity: enables you to diversify your advertising spend across different placements. If any placement goes over the maximum allowance, it gets automatically blacklisted. If you increase the budget, placements might be removed from the blacklisted list during the next check. 

Turn ON placement diversity if you're doing manual optimization and don't want to risk spending too much on any one placement without checking its performance.

iv. Auto exclusion of placements that have not achieved a certain eCPI after a specified minimum spend.

Note

- Budget Pacing by default will be turned on when you select Placement Diversity and/or Auto exclusion. 

- It is recommended to not use Auto exclusion for CPI optimized campaigns, as it will add another optimization logic on top of auto blacklisting.

v. CPI/CPA Goal: is used as a reference value for CPM/CPC campaigns. This does not factor in optimization.

Targeting

Under this section, you can target specific audiences based on your campaign goals. Some of the options available to choose from are Geo wise targeting, exchange selection, OS and OS versions, Whitelist and blacklist of audiences and placements. 

  • Country, State and City: you can use either include or exclude option. If you choose to “Exclude” in the higher options of geo-targeting, you cannot choose to include in the lower geo-targeting options. For example, if you exclude Bavaria under "State", you will see an error message if you use the include option under “city.” 
  • Zip Code: You can use Zip Code-based targeting to reach users who are currently under a specific zip code. We can also target users in a specific range. For Example, 123** will target zip codes like 12345, 12306, etc.

Some of the rules to keep in mind while using Zip Code targeting:

- Only 1 country per campaign is allowed for zip code targeting.
- Zip Codes to be separated by commas. Only hyphens, commas, numerals and latin letters allowed.
- Max 20 characters per zip code.
- Max 1000 zip codes can be uploaded.
- Zip Codes will not be verified against the country. If the zip codes are not for the selected country, ads will not be served to that audience.

  • Geo-targeting: must be in the following format: Latitude 1, Longitude 1, Radius 1 | Latitude 2, Longitude 2, Radius 2, etc. Max 25,000 geo-locations can be entered. Latitude can range from -90 to 90. Longitude can range from -180 to 180. Radius is defined in miles and can range from 0.5 to 999 with 2 decimal points.
  • Session Depth: refers to the number of ads a user has already seen in a session. 

i. Range: You can select a specific range of Session Depth and the campaign will serve only if the user's session depth value satisfies the entered range.
ii. Exact: select an exact value for the Session Depth and the campaign will become eligible only if the user's session depth value satisfies the exact value selected (refer to the article Session Depth to get a deeper understanding).

  • Device Identifier: you can target bid requests which do not pass device ID, by selecting Missing. You can target your campaign Both where you want to explore all bid requests which have both device ID and no device ID. 
  • Publisher Category: You can target specific IAB categories, however, it’s not recommended due to the risk of narrowing too much your target audience.
  • Whitelist/Blacklist: You can whitelist/blacklist users based on Device IDs (SHA1 hashed and RAW) through audiences created. (Refer to the audience creation article to create a new audience.)
  • App Group: you can create an App Group based on specific app IDs or bundle IDs, this ensures that ads run only on designated supply sources. App Group can be saved and used later in other campaigns. If you would like to have the flexibility to edit App Group and view app bundles or app ids inside it, we suggest you do not save them. Because once an app group is saved, it can not be edited anymore. Things to consider while creating App Group:

-The App ID is an alphanumeric ID for an app and specific to an exchange. App Bundle ID is a unique identifier for an app on all exchanges.

- While using app IDs, enter comma-separated values in the following format: ExchangeID-AppID (Example: 11-130006611). Specific app IDs and exchange IDs can be sourced from Kayzen Reports or from the Running apps section on a single campaign’s page.

- To get App Bundle IDs you can visit Google Play store and/or Apple App store. 

Example:
Bundle IDs for Android Apps: The ID in the Google Play store is right after the "?id=" part of an app's URL. 

Bundle IDs for iOS Apps: The ID in the iTunes App store is right after the “id” part of the app’s URL.

  • IP List: You need to make a list of IP's in CSV format, and upload it. Refer here for a sample CSV file. 
  • Estimated daily potential impressions: In the upper right-hand corner of the screen in the targeting section, you will notice the Estimated potential daily impressions numbers. This feature estimates the average number of bid requests matching your campaign targeting specifications, and changes as you add more targeting parameters (countries, exchanges, App Groups, etc.). 

       When we whitelist an audience, Estimated potential daily impressions only                    considers the Audience and Creative Type, ignoring all other targeting                          parameters.

Note: Estimated daily potential impressions do not exclude potential impressions related to Zip codes, Lat-Long, device-related targeting, publisher categories, IP list and blacklist targeting options.

Creatives

Before you start working on the creatives, we suggest you go through the creative specification and guidelines and Click and Impression tracking article. In this section, we will go in detail on each creative type creation and tracking. 

  • Image: You can upload one or several creatives via drag & drop or the browse button. Image creatives have to be uploaded in JPEG, JPG, PNG, GIF format.
  • HTML: when creating HTML creatives you need to select the Plain HTML-JS option, mention the correct creative size to avoid violations from exchanges. Uploading a screenshot of the ad rendered is mandatory. Additionally, if you want to run ads as rewarded please also select Rewarded HTML along with Plain HTML-JS option.

Adding Playable Ads:
i. Create an HTML5 mini-game for your app/game campaign and integrate it with the MRAID according to the IAB MRAID 2.0 standard;
ii. Under ‘Creative Attributes’, select ‘User Interactive (e.g., Embedded Games)’.

  • Native: here you need to fill Title, this will appear as a title for your creative and Description which serves as an ad copy for your ad. Adding Call To Action is recommended as there are high chances of tracking relevant users. Additionally, you need to upload Icon and Image. 
  • Video: You can upload the video or by drag & drop option. In this format the end card/companion banner is important as this will be shown at the end of your video unit and usually contains a call to action.

Note: There is no option to edit the video creative once it is saved, you can edit other creative types. In case you need to edit a video creative because of any mistake, you can clone the creative to make changes and pause the wrong creative.

Vast Direct: You can add the creative code (VAST XML) directly into the interface. Alternatively, you can add the VAST XML URL.

Using VAST Direct allows you to serve the video creative directly from your own first-party advertiser’s ad server instead of using the Kayzen CDN (content delivery network).

It is always recommended to optimize and test the creative of your campaigns, some additional articles to refer for creative optimization and End to end testing of creatives. 

Bid Multiplier

In this section, we show you how to change the bid values of your targeted Apps, Location or Exchange.

  • Max applicable Bid Multiplier Value: it is the maximum multiplier value set at a campaign level. The sum value of all the attributes multiplied cannot be greater than the max bid multiplier value.
    For instance, in the below example, the total multiplied attributes to 20 which is greater than Max bid value (15)

Note: Max applicable Bid Multiplier Value is set by Admin users in the Admin console.

  • Apps: you can add either your App Bundle or Exchange-App ID to increase or decrease the bid price. The Apps you want to change the bid will be listed in the table, you can set the bid multiplier specific to each App under Multiplier. (shown in the image below)

Note:
- You can get the App Bundle or Exchange-App ID details from your campaign details page.
- When you add any App, Location or Exchange the default multiplier value is set as '1'.(seen in the image above) If you do not edit the default settings, then the bid price will not change as anything multiplied by 1 the value remains the same. In order to increase or decrease the bid price, you need to put your preferred multiplier value.

  • Location: in this section, you can increase the bid multiplier for Country, State or City.
  • Exchange: You can increase/decrease the bid by selecting specific exchanges as shown in the image below.

Note: you can access Bid Multiplier settings in the campaign details page as seen in the image below.

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