Campaign Creation and Ad Builder
The Campaign Creator is a simplified step-by-step interface that allows you to build and customize an ad, select your target audience, set your schedule and budget, and launch. Below we'll review all parts of this tool in detail.
Create Your Ad
Creating an ad is as simple as providing a URL (website link) to a page you want to promote. This page can be a piece of earned media (a favorable article about your company, product, or brand), a direct link to your website, or a link to a product. To start, simply paste your URL into the "Article or Website URL" field.
We'll immediately take your link and turn it into a content ad, using the image and title found on the website link you provided. Sometimes that's not always ideal for your goals (the image may not be perfect, or the title needs tweaking. In that case, click on the "Edit Creative" button to customize your ad.
Inside the Creative Editor you can easily change several fields to give your ad the look you want.
The Sponsor field auto-populates with your brand or company name. This can be edited easily and will replace the "Presented by" copy at the top of the ad unit.
The Title can easily be updated as well, to shorten it to fit better, or (if you're running several campaigns) to try different title variations for the same destination page to A/B test and see which performs better.) You can also edit the Title Font Size, providing some flexibility for short and long titles.
The Call To Action pulldown allows you to select from a number of industry-standard CTAs like "Shop Now", "Watch Now", "Learn More", etc.
Touching the image itself on the ad unit, or mousing over the image will allow you to click and adjust the cropping. This is especially useful if we pulled a portrait ad from the page provided. You can also use the zoom slider underneath to adjust the zoom.
If the image just isn't right, you can provide your own or choose from our free licensed library of stock photography. Click or tap on "Change Image".
If you select "Upload Image", on mobile you'll be able to take a photo or access your library, and on desktop your upload window will appear. Upload a photo you like and adjust as you see fit.
Accessing our Stock Images library will open an image browser, which defaults to search results based on the title of your provided article. Feel free to refine the search to narrow it down to an image that's appropriate.
Once you've selected an image, click "Confirm". This will load the new image into your image preview. Please note: the Shutterstock watermark will disappear after you launch your campaign, but will remain visible during Campaign setup. Additionally, image cropping and zoom is not available for stock images, so double check that your image looks good before proceeding.
At any time while inside the Creative Editor you want to reset back to the article's original image and remove either the selected stock photo or uploaded photo, click the "Reset Creative" button, which appears after the image is changed.
Once your happy with your ad, click "Save" to leave the Creative Editor and return to the Campaign Builder. Once back in the builder, your changes will take effect and your ad preview will now reflect your updates. If you want to reset your changes completely and start from scratch, click "Reset Creative", which appears in the "Create Your Ad" interface after you've saved changes in the Creative Editor.
You can also delete the provided URL and replace it with a different one to overwrite your work.
If you're ad looks good and you're ready to move on, let's continue to Audience Targeting.
Audience targeting allows you to show your ad to exactly the audience you want by defining demographic and psychographic parameters as well as providing simple interest categories that are relevant to your audience.
This is particularly helpful when running more than one campaign, as you can target different cities, age brackets, or interest targets and see which performs better.
If you want to Target Everyone, you can check the box at the top to collapse the window. If this is done, we'll target "All Known Users", meaning: while your ad won't be defined by any targeting parameters, we'll be sure to only show the ad to users we can verify.
Use the Age pulldown to select age brackets for your target audience. If you select none, we'll default to all ages, and any age brackets you include will exclude those you don't, allowing you to really tightly define your target.
For Gender, select All to target everyone, or define by Men or Women.
When setting up Location, leave blank to target the entire United States, or enter in specific states or cities. Including specific locations will exclude all others.
For Platform, select any of the options available, allowing you to target Desktop and Mobile platforms. If a Mobile platform like Smartphone or Tablet is chosen, you'll be able to further define between iOS and Android.
Finally, for interest targeting, you can search for psychographic audience "segments" (such as auto intenders, or audience segments that define in-market activity of users), or choose specific interests like sports, television programs, music, or video games.
If you choose more than one, we'll use an "Or" approach to show ads to users that appear in one of the segments provided, NOT in all of them. So, for example, if you choose "Auto, Baseball, and Health Food", we'll show your ads to users that are interested in Auto OR Baseball OR Health food (not Auto AND baseball AND health food). Keep that in mind when strategizing.
When you're happy with your setup, continue on to budget and campaign schedule.
Budgeting and Schedule
Your budget and schedule will define your total campaign spend, and the period of time you want to show your ad to the audience you selected for this campaign.
Total Campaign Budget is your total allowance for this campaign, and represents the total amount you're willing to spend. We'll spend a little bit of that budget every day, pacing evenly until the last day of your set schedule.
Bid Amount is how much you're willing to spend per 1000 impressions (views of your ad). This bid amount will inform your campaign CPM (or Cost Per Thousand impressions). We use your Bid Amount to calculate the base bid and maximum bid we'll use in the exchanges to win the perfect inventory for your ad. You'll likely see your CPM come in much lower than your maximum bid, but on rare occasion it may be slightly higher. If your bid amount is 8 dollars and the highest bid for specific inventory happens to be 4.50, you'll pay ~4.41, not the full 8 dollars.
While it's possible to launch a successful campaign with a low Bid Amount, you have a better chance to win against competitors for your audience by bidding higher. Higher bids may also provide access to more premium inventory.
Enter in your Schedule start and end date to define the exact flight duration of your campaign. We will consider all start dates provided to begin at 12:00 AM and end at 11:59 on the provided end date.
Once this information is entered, we'll show you what your average spend will be daily.
If this looks good, your final step is to setup payment (if this is your first campaign), pay with your card on file, or provide a secondary payment source.
If you're ready to go, click "Next" to launch your campaign.
If at any time you have questions about your campaign or would like more advanced support, don't hesitate to contact us at firstname.lastname@example.org