An important (maybe THE most important) part of a successful ad campaign is how you schedule, allocate budget and fine-tune the audience. This guide will help you through the whole process. It does not matter whether you have already created your creatives or you start by describing the campaign goal, we'll help you through the process of setting:
And then publishing.
This feature is available for all customers that subscribe starting April 24th, 2021. If you're an existing customer and would like to start buying media through our platform, please reach out to Nexd Support at [email protected] or through the chat in the bottom-right corner.
So let's dive into the beautiful world of media buying 🤑
For the campaign, the first step is to select the time period and your total budget. Under the campaign, an ad set can have:
audience filters (eg - show the ads to females speaking English in Germany)
Navigate to the buy media view by clicking on the open icon in the campaign list:
Then click on the Media Buying button:
1. Set the campaign's goal, dates, and total budget
The campaign settings are the following:
Goal - select what makes this campaign successful for you. It can be "Awareness" (focus on getting viewers that see your ad) or "Sales" (clicks on the ad to drive people to your website). The option you choose will change the settings about how your campaign is optimized. See also our default settings based on goals.
Start and end date - select when the ads should go live and when the ads should stop showing. You can also specify your time zone. Please note that you cannot set the start date to the past, the start date cannot be changed when it's due in the published campaign nor can the start date be later than the end date.
Total budget - set the maximum spend limit for the campaign. Please note that you can set a lower or higher budget on an Ad set level, but you will never going to spend over this amount, so this works as a protection of your overall budget for this campaign. This is also the amount that we will charge on your credit card when you publish the campaign.
2. Set your audience
Depending on your goal, budget, and the product or service you're advertising, you may want to set a wide or a narrow audience. We give you the tools to specify the audience segment of your choice. For the ad set you can set:
Location - where your targeted audience is. You have global coverage with an assortment of 550 000 different geographical areas. It can be a country, region, or city. For the search function to work, you have to add at least 2 characters. You can select multiple locations, just tick the checkbox and search for a new location.
Language - what language(s) your audience speaks. Pro tip: even when targeting local users, add "English" as one option as some users have set their computer or smartphone default language to English.
Gender* - you can specify the gender of your audience, or leave it open to all.
Age group* - you can specify the desired age(s) of your audience, or leave it open to all.
Context - you can select which specific categories or subjects you'd like your ads to be shown near. This is a structured list of different categories based on website content.
Devices - the selection is between desktop and mobile. This helps you find a suitable audience (eg you may have your website usable only with a desktop computer or want to A/B test your creatives for different devices)
*Notes about gender and age group
geographical limits - due to GDPR and demographic data availability issues, you can only use gender and age in the US, UK, Germany, Italy, France, and Spain. In layman's terms, this means that you cannot target females or seniors in Denmark.
additional costs - when you select a gender or age group, it costs you a bit more, because third parties apply additional fees for the data. When you leave these options open, no additional fees are applied. The fee is included in the CPM price.
legal requirements - in some countries it is prohibited to target certain ads (eg real estate, jobs, etc) based on gender or age. Make sure you are following the rules that apply to the domain and country of the ad.
3. Define the budget
Budget type - select whether you want to set the overall budget for your ad set or the daily limit.
Daily or total budget amount - select the amount of budget for the whole duration or for every day.
Please note that the campaign total budget described above always takes precedence as the upper limit of the money spent on the campaign.
Adset quick overview
When editing an adset you can see a quick overview that shows the period, budget, and settings of it.
When you have entered the start and end dates and budget, you start seeing the available impressions after every save. Available impressions shows the theoretical number of unique impressions that can be targeted. Learn more about impressions.
Forecasting will also show the forecasted impressions or clicks depending on whether your campaign goal is awareness or sales. In the above example, the audience theoretical size is 21.8 million impressions, but with the budget, one can get 100x fewer impressions.
You can also see tips depending on your audience settings and budget:
Choose a date range and insert budget to see forecast - this will be shown when you have not set the campaign start and end dates, campaign, and ad set budgets.
Your budget and audience perform well - the forecast and budgets are well in line.
Raise budget or target more widely to get more impressions - it mostly means that the total available impressions and impressions with your budget is too close together. It may lead to market saturation so that your ad is shown too many times which will lower the performance of the ad. You can raise the budget to buy more media or add more locations or languages.
Target more widely to get more impressions - it comes up when the total available impressions is zero. You have selected a too limited audience, try adding more locations or languages. Please also note that you can use gender only in the US, UK, Germany, Italy, France, and Spain.
4. Select creatives
Choose the creatives that you want to include in this ad set. You can only choose mobile or desktop infeed creatives to the ad set. To create or edit a creative, you have to do that in the Creatives list. You don't have to publish the creative, just add them to the ad set through buy media and they will be published with the campaign.
5. Publish the campaign
When you make changes to the dates, budget, or audience, you will see an updated Potential reach in the top left corner of the screen. When you are happy with the result click "Publish" and the campaign will be scheduled to start on your selected date. We will charge the total campaign amount from your credit card.
Now you're done. Your ads will be shown from the campaign start date in multiple ad networks optimized to use your budget in the best way possible.
See campaign overview
In addition to the usual campaign and creative analytics, we provide you with the following:
Budget spent and amount remaining - your current costs and the difference with your planned budget.
Depending on your campaign goal you will see:
Cost-per-click (CPC) - how much did it cost you to get one click.
- or -
Average CPM price - the mean price of 1000 advertising impressions.
As a side note: you should not care about cost per click when you are doing an awareness campaign, because the goal is to show the ad to the most people possible, not necessarily to drive them to your site. And the opposite is also true: you should not focus on CPM when you want to drive people to your site because you are paying for each click not how many people viewed the ad.
Stop or republish a campaign
In the unlikely event that there is something wrong, you can pause or stop the campaign. Please note: you can make changes to the dates, budgets, audience, and selected creatives without pausing the campaign. When you increase the budget we charge the difference to your credit card. When you decrease the budget amount, the remaining charged money will stay on your company account and can be used toward future campaigns. If you want to use your credit, let us know via [email protected] or the chat in the bottom-right corner.
Our default settings
We use industry-wide settings to protect your ad budget and optimize for better performance. We set the following defaults:
Your ads will be shown once per page. This helps to protect the over-saturation of a specific page with the same ad. Please note that this may not be possible with some ad exchanges.
We also do not show your ads on unknown domains.
We only show your ad only for matched users. This will improve the precision of targeting as the ad will only be shown to viewers that match exactly your criteria. However, the reach will be decreased and the average price potentially increased.
Settings based on your goal
Awareness goal default settings:
The campaign will have a fixed price for impressions (technically it's called cost per 1000 advertising impressions, or CPM in short). We will set the maximum price, but the average will be below it. We calculate it from the total available impressions based on your selected audience and creatives. To pick a good price, we choose the optimum from all the available impressions. We have researched and found that 30% of the whole available ad space is optimum to target.
The campaign will limit the number of people seeing the ad (technically it's called frequency capping, or FC in short). This protects you from over-saturating the audience. The industry standard is to show the ad at least 3 times and 1 time every week. For example, when you have a 4 weeks campaign, your ads will be viewed by people with a maximum of 7 times (3 times, plus 4 weeks), for at least 2 seconds. We make sure that your ad will not be shown more than 10 times for each person during the whole campaign period.
Sales goal default settings:
The campaign will have a target click price (technically called enhanced cost-per-click, or eCPC in short) and maximum price for impression. These will be set by market average (depending on your selected locations) and total available impressions based on your selected audience and creatives. As with awareness, we set the max CPM bid to be 30% of the available impressions.
There will be no limits to view applied. This is because you are looking and paying for clicks and should not worry about how many individuals are seeing the ad. The algorithms behind the buying system will try to understand
For both goals, we recalculate the prices every time you change your audience or creatives to best choose the price you pay for a specific audience and inventory.
Bonus question: What about tags?
When you have bought media on another platform, then you may be familiar with tags. When buying media through us, you don't have to worry about that anymore. We will make sure your creative information is sent to ad exchanges automatically. Also, as a cautionary measure, you won't be able to view or download the tag. This will keep you safe so you can be sure that only traffic that you set through the campaign and/or adset settings will be shown in the analytics.
Bonus question: what's an impression?
An impression is the main metric in digital display advertising. In our platform, it is equal to a "Tracked ad", also a universal standard term in the ad world. This shows the amount of impressions where the ad was initiated in end placement (excludes invalid traffic filtration). This means that the website or app has called out the ad, it does not however mean that it was:
loaded onto the web page. It can be the case that the bid for the placement was won, but the page did not load the ad (eg the user navigated to another page already). You can look for Loaded impressions in the campaign and creative analytics to see the amount of impressions where the ad fully loaded before the user scrolled past or left the ad.
shown to the ad viewer. It can be the case that the placement was positioned at the bottom of the page, but the user did not scroll that far. You can look for Viewable impressions in the campaign and creative analytics to see the amount of impressions where half of the ad was viewable for more than one second.
ad viewer engaged with the ad. It may be that the user did not notice the ad in-between the content of the page. You can look for Engaged impressions in the campaign and creative analytics to see the amount of impressions where users engaged (including viewed video) with the creative.