Before setting up your display ad group, it is important to understand what they are and the different types of ad group available. Check out the Introduction to Ad Groups section for more information.
Setting up Ad Group
Follow the following steps to create a display ad group:
1. To begin setting up the ad group, enter the campaign level and click on the campaign you wish to create an ad group under.
2. Click on + New Ad Group button shown below. This will take you into the "New Ad Group" page.
3. Enter an appropriate Ad Group Name and select Display as the ad group type. Set a Start Date and an End Date (if any) for the period of time the ad group is going to run for and select the Time Zone in which it is to run.
4. Under the Budget section, enter the amount you wish to allocate for this particular ad group. Please note that the budget allocated on the ad group level is a subset of that allocated on the campaign level and therefore cannot be more than the budget at the campaign level.
Although not mandatory, you may also enter an Impression Cap for the entire duration of the ad group as well as a daily quota for the number of impressions that can be served in Daily Impress Cap.
Finally, you may also set the Pacing for 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.
5. The final step is to decide on a bidding strategy to win inventory spaces to place the ads on. The system offers two choices for users to select.
- Automatic Bidding: Users decide the metric that the system should optimize for and the system then sets the bids to help achieve that objective. XPO can optimize for Clicks, Conversion and Click-through Rate, where users 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.
6. Click on Save button to confirm changes and finish the process of Display ad group set-up.
Setting up Ad Group filters
Click on the ad group you have created to enter the ad group level. The Performance area of the dashboard shows the performance of the ad group both numerically and graphically, in real-time. The dashboard includes metrics such as impressions served, revenue, click-throughs and budget spent. Users have control over the time period for which the data is shown by adjusting the calendar.
The Estimated Reach area of the dashboard is a prediction on the available inventory and the expected CPM, CPC and CPA rates. This estimation is based on the filtering applied to the ad group, as explained in the next part of this article.
Additional 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 from1 to 16.
It is important to understand each one in detail so you are 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, following the same numbering as shown in the photo above.
- Adgroup Info: Click on this option to see and edit all the information pertaining to the ad group including budget cap, pacing and bid amount.
- 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.
Click on the Exchange filter (labeled 2) and click on Add Exchanges. 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 the exchange on which you want your ads to run on. Check out Prerequisites for Setting up a Campaign for more information on Exchanges.
- 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 space. 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 group, click on the PMP Deals filter (labeled 3). 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.
- 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 the users' website through a pixel embedded on the sites (i.e. direct visitors to the clients' website).
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 Add Audience button and select the desired audience. Click Save button to confirm the changes.
- Day & Time: This filter allows users to decide exactly on what days and at what times ads are served and the campaign runs. This filter can be applied by clicking the mouse over the highlighted area and selecting/deselecting each time slot. Click Save button to confirm the changes.
- Demographics: The Demographics filter allows the user to target an audience based on age and gender. Select Yes to activate the Demographics options. Set the desired age group with the help of a slider and control the gender using checkboxes. Click Save to confirm the changes.
- Geography: Every ad group also needs a location to target and there are 2 ways of inputting this. To add a location filter, select the Geography filter (labeled 7). You can manually type in the locations you wish to target in the box 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.
- Apps & Sites: To add a filter for the apps and sites you wish to serve your ads on, select the Apps & Sites filter (labeled 8). Click on the Add Sites button 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 an ad space filter by clicking on Add Apps and Add Ad Space 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.
- 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 9). 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 article.
- Creative: These are the ads themselves, that appear to your target audience on publishers' websites. Click on the Creatives filter (labeled 10). Click on Link Creatives and select the creative you would like to add. Click on Save button to confirm the changes.
Please note that there is a direct link between the type of creative and the channel through which the campaign is set up. For example, while running a display campaign, you may only use a display creative. To understand how to set up a creative, check out our Creative section.
- Frequency Cap: A frequency cap is used to set a limit on the number of times an impression is served to one unique user, to avoid inundating the user with ads. The time frame can be adjusted from anywhere from a minute to as long as the campaign’s lifetime.
Click on the Frequency Cap filter (labeled 11). Click Yes for Cap on Impressions and input the number of impressions to cap at during a given period of time.
- 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 the 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 user 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 12). Select either User-Agent or Lumina Knorex and click on Add Language button. Select the relevant languages you wish to target and click on Save button to confirm changes.
Segments: This filter is used for contextual targeting, where we can show relevant ads based on keywords present in the content of 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 13). 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 on Save button to confirm your changes.
If you would like to learn more about setting up a user-defined segment, check out our Setting up Segments article.
- Viewability: According to IAB standards, viewability is defined as follows: If and only if 50% of an ad is seen for at least 1 second, then that impression is said to be viewable. Setting a viewability filter implies that out of all the impressions served, a certain percentage is guaranteed to be seen, and this percentage can be controlled by the user.
To add a viewability filter, click on Viewability (labeled 14) and toggle Set Viewability to ON. Use the slider bar to set the viewability percentage you wish to apply to your campaign. You can also set the position of the ads by checking the relevant boxes under Ad position. Finally, an upper limit can be set on the number of bids placed for a particular page under the Bid limit per page option.
- 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 15). 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 article.
- Technology: The technology filter allows the user to target an 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 (labelled 16). Click on the Add Connection Type 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 article.