The initial screen shows the dashboard for all the campaigns set up in the account. This dashboard consists of important metrics such as impressions, click-throughs, engagements and conversions.
The fastest way to set up an entire campaign from scratch is to click on the Quick Launch button.
Once you are inside the Launch Campaign page, follow the 4-step procedure to create your campaign.
Step 1 - Setup
1. Enter a suitable Name of the campaign and set the Objective of the campaign based on the type of campaign you wish to run, as explained in Types of Campaign.
2. If you have multiple advertisers under your account, select the Advertiser you wish to set up the campaign for.
3. Link your Facebook Ad Account if you are planning on running Facebook campaigns.
4. Set a Start Date and End Date (if any) for your campaign and select the Time Zone you wish to run your campaign in.
5. Set a Budget Cap for the campaign to spend, i.e. the total budget allocated to run this campaign as well as a Daily Spend Cap which will be the maximum amount spent for any particular day for the length of the campaign.
6. Impression Cap, Daily Impression Cap and Frequency Cap are optional and can be set to limit the number of impressions served.
- Impression Cap: a limit on impressions served for the length of the campaign.
- Daily Impression Cap: a limit on impressions served on a daily basis of the length of the campaign.
- Frequency Cap: a limit on impressions served to a unique viewer during a certain amount of time during campaign running period.
7. You can also set the Pacing of the budget spend. Given below are the different combinations of pacing that can be applied:
- Daily Even: A daily spend cap is a fixed budget to be spent every day. The daily budget is further divided equally throughout the day, per hour. The user has the control over the amount to be spent daily.
- Daily ASAP: A daily spend cap can be fixed and the system pushes to hit this daily budget ASAP.
- Flight Even: Similar to Daily Even, a daily spend cap is fixed by diving the total budget evenly across the flight days. However, the system pushes to spend the budget quickly over the period of a day (rather than dividing it equally by hours). The user does not have control over the daily budget cap as the system automatically allocates the amount by dividing the total budget evenly across the flight days.
- Flight ASAP: The system pushes to spend the entire ad group budget ASAP. The daily spend cap amount automatically updates itself to the budget cap amount when you select Flight ASAP.
8. If you are an agency and want to include your agency fees as a part of the total budget, you can simply add Media Fees by clicking on the relevant options:
- Click on Include additional campaign fees if you want to include the fees as a part of the media spend. Here, the media fees can be either included as a percentage of the total budget or included in the CPM bidding rates that win the inventory to serve the ads on.
- Click Display flat rate in platform and reporting if you want to set a fixed CPM or CPC rate, regardless of the market rate. This fixed price will be reflected in the report, rather than the actual CPM or CPC rate associated with running that campaign.
9. Finally, a Bidding Strategy to win inventory spaces to place the ads on is required. The system offers two choices for users to select from:
- Automatic Bidding: The user decides the metric that the system should optimise for and the system then sets the bids to help achieve that objective. XPO can optimize for Clicks, Conversion and Click-Throughs, where the user can set a target CPC, CPA and CTR respectively.
- Manual Bidding: This option allows users to control the bidding rates by allowing them to set a minimum and a maximum bid limit. This is especially useful in situations where you know the market CPM rate for winning inventory.
Click Next once this step is completed to proceed to the next step.
Step 2 - Creative
These are the ads themselves, that appear to your target audience on publishers' websites. Click on Link Creatives and select the creative you would like to add. Alternatively, click on Add Creative to create your own creative in our in-built designer. Click on the Next button to proceed to the next step.
If you would like to learn more about the different types of creative available on XPO, check out our Creative section.
Step 3 - Targeting
Targeting filters are available to refine and specifically target your intended audience. These filters are collectively located in a pane on the left-hand side of the screen and have been numbered from 1 to 7.
It is important to understand each one in detail so that you can be aware of which filters to apply in order to achieve your intended results. The following section of the article goes through the different ad filters available on XPO in detail, following the same numbering as shown in the picture below.
- Geo Locations: Every ad group needs a location to target and there are 2 ways of inputting this. To add a location filter, select the Geo Locations filter (labeled 1). You can manually key in the locations you wish to target in the field provided. Alternatively, you can also import a geo list by clicking on the Import Geo List button. You may include a proximity radius for postcodes. Check out Setting up Geo Lists to learn about the steps involved in setting this up.
Please note that Geo Locations is one of the 3 mandatory filters required to be selected in order to run a campaign. Check out Prerequisites for Setting up a Campaign for more information.
- Audience: The Audience targeting filter allows you to select a specific group of audience. There are two types of audience available: First-party and Third-party audiences.
First-party audience refer to the audience pool collected on users’s websites through a pixel embedded on the sites (i.e. direct visitors to clients’ websites).
Third-party audience can be bought from Third-party audience data providers at a fixed price. To learn more about Audience and the steps involved in creating them, visit our Audience section.
To add an existing audience click on the Add Audience button and select the desired audience. Click Save button to confirm the changes.
- Languages: XPO offers both user device as well as content-based language targeting.
The User-Agent option targets websites and apps based on the language setting on audience's device. For example, French ads can be targeted to devices with French set up in language setting.
The Lumina Knorex option is a software which is built in-house to target audience with ads based on the language of the content of a certain webpage. Following on from the previous example, French ads can be placed on websites that have content in French.
To add a language filter, select the Language option (labeled 3). Select either User-Agent or Lumina Knorex and click on the Add Language button. Select the relevant languages you wish to target and click on Save button to confirm changes.
- Mobile: The mobile filter has 4 sections – Device Types, Device Models, Device IDFA/AAID and Device OS.
Adding a Device type filter allows users to target ads on specific devices such as Connected TV, mobile phones, tablets and desktops. The other 3 filters allow users to target the audience by the device model, cookie ID and right down to the operating system that the target audience are using as well.
To add a device filter, select the Mobile option (labeled 4). Click on Add Device Type button and select the relevant categories that you wish to apply to your campaign. The picture below shows the available device types that can be targeted using XPO.
Follow similar steps to add in the 3 remaining filtering options. Please note that device IDs may also be imported as a list. If you want to learn how you can import a device ID list, check out our Setting up Device Lists.
- Technology: The technology filter allows users to target a group of audience by the type of internet connection, as well as by the target audience’s mobile service provider and IP address.
To add a technology filter, select the Technology option (labeled 5). Click on Add Connection button and select the relevant categories that you wish to apply to your campaign.
Follow similar steps to add in the 3 remaining filtering options. Please note that IP addresses may also be imported as a list. If you want to learn how you can import a device ID list, check out our Setting up IP Lists.
- Segments: This filter is used for contextual targeting, where we can show relevant ads based on keywords present in the content of the web pages. This is known as user-defined segments. Alternatively, you can also use system-defined segments, where the system gathers keywords using hundreds and thousands of labeled web pages obtained from different exchanges, and through AI which is continuously updating its knowledge base.
To add a filter for contextual targeting, select the Segments filter (labeled 6). Click on Add Segment button and select the segments you would like to add. Similarly, click on Add Sub Segment button and select the sub-segments you would like to add. Click Save to confirm your changes.
If you would like to learn more about setting up a user-defined segment, check out our Setting up Segments.
- Brand Safety: Brand Safety filters can be applied to prevent ads from being served on websites with specific content. It is applied to ensure that the ads are served only on sites that are safe and to comply with Knorex's Quality Assurance policies.
To add a brand safety filter, select the Brand Safety option (labeled 7). Click on Add Brand Safety button and select the relevant categories that you wish to apply to your campaign. You can select both system as well as user-defined brand safety categories. Click on Save to confirm the changes.
If you would like to set up your own user-defined brand safety categories, check out our Setting up Brand Safety.
Step 4 - Inventory
Users can control the quality of inventory secured their ads using the filters available in this step. These filters are collectively located in a pane on the left-hand side of the screen and have been numbered from 1 to 5.
It is important to understand each one in detail so that you can be aware of which filters to apply to achieve your intended results. The following section of the article goes through the different ad filters available on XPO in detail.
- Exchanges: An ad exchange is a virtual space where media or inventory can be bought and sold. It fundamentally operates on an auction-based model, with different exchanges offering different rules that dictate the auction. Different exchanges specialize in different channels.
Under the Exchanges filter (labeled 1) and click on Add Exchange. Select the exchanges you want to add; the system automatically adds them to the main exchange list. Here, you can click the Include and Exclude buttons to either run or avoid running your ads on those exchanges. Click on Save button to confirm your changes.
One of the 3 mandatory filters to fill out is Exchanges on which you want your ads to run on. Check out Prerequisites for Setting up a Campaign for more information on Exchanges.
- Sites, Apps & Ad Spaces: Click on Add Sites button under Sites filter (labeled 2) and enter all the relevant sites, separating each one by a line. You can choose to include or exclude the sites your list to control your whitelisted and blacklisted sites. Follow the same steps to add in apps and ad spaces filter by clicking on the Add Apps (labeled 3) and Add Ad Space (labeled 4) buttons respectively.
Alternatively, click on Import Site Lists, Import App Lists and Add Ad Space from List buttons to apply a pre-existing list. Check out Setting up Site Lists and Setting up App Lists to learn how to create your own Site and App list.
Click on Save button to confirm the changes.
- PMP Deals: Publisher Management Platform (or Deals) is best described as a private auction area with a fixed number of buyers and sellers bidding for inventory spaces. Deals can be customized to meet the targeting requirements of your campaign. For example, it is possible to create a deal that targets only males over 30 years old in the state of California.
Knorex XPO has over 500 deals already in place for various industries and markets around the globe. In order to use one of these deals in your ad groups, click on the PMP Deals filter (labeled 5). Click on Add Deals and select the deals you would like to add. Click on Save button to confirm the changes.
If you would like a deal set up specifically for your campaign, contact the Enterprise Solutions Team at Knorex so we can better understand your requirements and help you achieve your objectives.
Click Save button to confirm your changes.
Congratulations! You have successfully created your campaign.