Campaign Goaling
Campaign goaling is the process of specifying the number of ads to deliver (the goal) in a certain amount of time. The Content Selection Framework (CSF) processes the campaign goaling variable for the ad campaign, and then determines which ads are to be displayed. You can goal by clicks on an ad or by requests for an ad. You can goal campaigns at the campaign-level or at the advertising item-level.
Campaign-level goaling applies the goals to all of the campaign items (ads) in the campaign by using a weighted distribution of the total number of requests.
For example, you decide to perform goaling at the campaign-level for a customer. The customer gives you two ads, and orders 25,000 ad requests. At the campaign-level, you assign a weight of 80 to one ad, and a weight of 20 to the other ad, which equals 100 percent of the total number of ads specified for the campaign. If the customer changes the number of ad requests, for example, to 40,000, you do not have to manually change the number of times the ads will display; they are still weighted at 80 and 20 respectively. The first ad will display 32,000 times and the second ad will display 8,000 times, for a total of 40,000 ads.
You do not have to goal your ads strictly as a weighted percentage. For example, you can weight your ads at 800 and 20 respectively, which will display the first ad 39,024 times, and the second ad 976 times, for a total of 40,000 ads.
Advertising item-level goaling applies the goals at the campaign item level. The total requests for the campaign will be equal to the total number of ordered requests for each campaign item. For example, a customer might order 50,000 requests to be delivered in one month. The ad item must be delivered 50,000 times.
You can switch between campaign-level goaling and advertising item-level goaling. Campaign goaling determines how the weights for the ads will be calculated. For example, in Campaign Manager, you can goal at the campaign-level and assign each campaign item a weight of 1. Later, you can change the goaling to advertising level goaling and order additional ad requests for one of your campaign items. The total quantity ordered for the campaign now has additional ad requests.
If you add an additional ad to a campaign that has been converted from advertising level goaling to campaign-level goaling, the paid weight of all the ads must be changed or the delivery of the ads will be skewed. For information about switching between campaign-level goaling and advertising item-level goaling, see Changing Between Campaign Goaling and Advertising Item Goaling.
See Also
Changing Between Campaign Goaling and Advertising Item Goaling
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