During campaign setup, you use an ad group to represent a strategy or idea that you want to execute. You can use an ad group to represent one or more ads that can run on different channels, or you can have one ad that runs on different channels using different strategies. The variations are up to your imagination.

 

Types Of Ad Groups

XPO lets you run campaigns across 7 key advertising channels as shown below:

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Display Ad Group
Select this channel to run display ad campaigns, including static ads as well as dynamic ads. This feature includes placements running standard banner (single image) as well as rich media (dynamic) ads.
Video Ad Group
Select this channel to run video ad campaigns. This feature includes in-stream and out-stream video ads. These can be further broken down into pre-roll, mid-roll and post-roll video ads.
Native Ad Group
Select this channel to run native ad campaigns. This feature includes placements running in-feed, Taboola / Outbrain and mobile app in-feed.
CTV/OTT Ad Group
Select this channel to run Connected TV and Over-The-Top ad campaigns. This feature includes placements running on Connected TV, Smart TV and set-top box.
Facebook Ad Group
Select this channel to run Facebook campaigns. XPO is integrated with Facebook's API, giving you access to the full stack of placement options that Facebook offers its partners.
Search Ad Group
Select this channel to run your search ad campaigns. XPO is integrated with Adwords, giving you access to the full stack of placement options that Adwords offers its partners.

 

How To Set Up An Ad Group

Follow the video and step-by-step guide to create ad groups across multiple channels:

 

Programmatic Ad Group: Display, Video, Native, CTV/OTT

1. To begin setting up an ad group, launch the campaign you wish to create the ad group for.

2. Click on +Ad Group. You will be redirected to the "New Ad Group" page.

3. Fill in the Ad Group Name and select any programmatic 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. Set up your Targeting filters to serve your ads to the right audiences.

Targeting filters include:

  • Audiences where you can add an existing audience set or a new one created in XPO by clicking on +Audience.
  • Segments. Learn more about segments.
  • Add Geo Location filters which is a mandatory ad group field. You can either enter a country name, city name, postal code or even import a geo list.

5. Under the Budget section, enter the allocated amount 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 campaign level budget.

You have the option to set an Impression Cap for the entire duration of the ad group as well as a daily limit for the number of impressions that can be served in Daily Impression Cap.


6. 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 control over the amount to be spent daily.

Daily ASAP: A daily spend cap can be fixed and XPO 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, XPO pushes to spend the budget quickly over the period of a day (rather than dividing it equally by hours). You do not have control over the daily budget cap as XPO automatically allocates the amount by dividing the total budget evenly across the flight days.

Flight ASAP: XPO 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.

Learn more amount Budget Options and Pacing.

 

7. Select the bidding strategy to win inventory spaces where is advertisement is will be shown. XPO gives you two bidding options:

Automatic Bidding: Decide the metric that XPO 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 you to control the bidding rates by allowing them to set a minimum and a maximum bid limit. This is useful in situations where you know the market CPM rate for winning inventory.

 

8. Click on Save and launch the new programmatic ad group.

Facebook 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 + Ad Group button shown below. This will take you into the "New Ad Group" page.

3. Enter an appropriate Ad Group Name and select Facebook as the ad group type.

4. Inside Basic Info, set a Budget Cap by entering the amount you wish to allocate for this particular ad group. Here, you can choose between a daily budget cap and a cap that lasts for the entirety of the campaign flight time. 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.

Set a Start Date and an End Date (if any) for the period of time the ad group is going to run for.

5. You may then set up your Targeting filters to serve your ads to the right audience on Facebook. Targeting filters include Placements where users can either decide where the ad is placed or leave it to the system to decide and bid for the best inventory. Audiences can be added by either creating a Custom one or applying an existing audience set by clicking on the Save button.

Interests, Behaviors, Languages and Geo Locations filters can also be added by clicking on the add button and selecting the desired types respectively. Please note that a location filter is mandatory.

Finally, a Demographics filter may also be added and the age and gender can be controlled via the slider bar and checkboxes respectively.

6. The final step is to decide the bidding and optimization strategies for your campaign. Under the Optimisation for Ad Delivery, you can choose the option that best fits your marketing objective.

Under Conversion Window, there are Post-Clicked and Post-Clicked/Post-Viewed conversion window options. In terms of bidding strategy, you can control the bid price with a cap, without a cap, or at a target cost. 

7. Click on Save to confirm changes and finish the process of Facebook ad group setup.

 

Search 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 + Ad Group button shown below. This will take you into the "New Ad Group" page.

3. Enter an appropriate Ad Group Name and select Search as the ad group type.

4. Inside Basic Info, set a Daily Budget Cap by entering 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.
Set a Start Date and an End Date (if any) for the period of time the ad group is going to run for.

5. You may then set up your Targeting filters to serve your ads to the right audience via search. Targeting filters include Keywords where the user can either add keywords manually or upload a list of keywords. The system will then bid for ad inventory if the search content matches the list of keywords and deliver ads. XPO currently supports the following Keyword match types. Please use the respective naming convention to call out the relevant Keyword match type you would like to use:

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Interests, Behaviors, Languages and Geo Locations filters can also be added by clicking on the add button and selecting the desired types respectively. Please note that a location filter is mandatory.

Language filters are used to target those audiences whose language setting is of a chosen language. We can identify this via the users language setting of the content the user is searching for as well as the language setting of other Google products such as Gmail and Google drive. Therefore, we can target multiple languages as users may have different language settings on different devices.

Google stores information on the interests of users over time, based on their search queries on Google and Google products. Having a full Google API access allows Knorex to offer access to audience filtered by these interests on XPO. Select these filters of your choice under the Interests filter.

6. The final step is to set a target CPC bid limit for your bidding strategy. You may also choose to optimize your better-performing ads to be served more frequently to reach your target CPC rate.

7. Click on Save to confirm changes and finish the process of Facebook ad group setup.

NEXT STEP

Please refer to Prerequisites for Applying Targeting Settings on Ad Group Level article to learn how to apply targeting settings.

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