Goaling a Campaign

Article
11/12/2009

You determine the number of ads to deliver and amount of time in which you want to deliver them using campaign goaling. You can goal at the campaign-level or the advertising item-level. When you create a new campaign goaled at the campaign-level, you order the total number of requests for the entire campaign. For example, you perform goaling at the campaign-level and your customer orders 25,000 ad requests. At the campaign item-level, one ad is set up to display 60 percent of the ad requests, and the other ad is to display 40 percent of the ad requests. If the customer changes the number of ad requests, for example, to 40,000, you do not need to manually change the number of times the ads are to display; they are still displayed at 60 percent and 40 percent. When you schedule at the advertising item-level, you set the request goals for each individual ad. For more information about campaign goaling, see Campaign Goaling.

In a campaign, weight applies to ads that are goaled at the campaign-level. For house ads, the weight is relative to all other house ads for all customers and all campaigns. For paid ads, the weight is relative to other paid ads in the same campaign.

You can goal the campaign by either clicks or requests. When you goal a campaign by clicks, the goals of the campaign are met when the user actually clicks on the ad. When you goal the campaign by requests, the goals of the campaign are met when the ad is displayed on the specified page group.

To goal the campaign

In Campaigns, click Campaign Manager.
In Campaign Manager, expand the customer for whom you want to schedule a campaign, select the campaign, and then click on the toolbar.

In the Campaign Manager<Customer Name> <Campaign Name> (campaign) screen, in the Advertising/Campaign Goaling section, do the following:

Use this	To do this
Set goals by	Select the goaling level from the drop-down list. You can goal the campaign at the campaign-level or the advertising item-level. If you select Campaign, you can modify the Quantity ordered in the field below the Set goals by box. After ad campaign items have been added to the Campaign in the Campaign Manager module, you can edit the dynamic table at the bottom of the Advertising/Campaign Goaling section. You select the advertising item in the table, and then click Edit to modify the weight of each ad. The quantities for each of the ads are redistributed based on the weights you enter. If you select Advertising Items, the quantity ordered box disappears. Quantities for campaigns goaled at the advertising item-level are entered in the ad campaign item. After ad campaign items have been added to the campaign in the Campaign Manager module, you can edit the dynamic table at the bottom of the Advertising/Campaign Goaling section. You select the advertising item in the table, and then click Edit to modify the quantities of each ad. This box is not required for discounts and direct mail campaign items. Notes You can change the type of goaling from campaign-level goaling to advertising item-level goaling, and from advertising item-level goaling to campaign-level goaling. For information about changing the type of goaling, see Changing Between Campaign Goaling and Advertising Item Goaling.
Quantity ordered	Type the number of requests ordered for this campaign. This box is available only if you chose Campaign in the Set goals by box.
Scheduled by	Select Request or Click from the drop-down list. Request indicates that the goals of the campaign will be met when the ad is displayed on the specified page group(s). Click indicates that the goals of the campaign will be met when the user clicks on the ad.

Set goals by

Select the goaling level from the drop-down list. You can goal the campaign at the campaign-level or the advertising item-level.

If you select Campaign, you can modify the Quantity ordered in the field below the Set goals by box. After ad campaign items have been added to the Campaign in the Campaign Manager module, you can edit the dynamic table at the bottom of the Advertising/Campaign Goaling section. You select the advertising item in the table, and then click Edit to modify the weight of each ad. The quantities for each of the ads are redistributed based on the weights you enter.

If you select Advertising Items, the quantity ordered box disappears. Quantities for campaigns goaled at the advertising item-level are entered in the ad campaign item. After ad campaign items have been added to the campaign in the Campaign Manager module, you can edit the dynamic table at the bottom of the Advertising/Campaign Goaling section. You select the advertising item in the table, and then click Edit to modify the quantities of each ad.

This box is not required for discounts and direct mail campaign items.

Notes

You can change the type of goaling from campaign-level goaling to advertising item-level goaling, and from advertising item-level goaling to campaign-level goaling. For information about changing the type of goaling, see Changing Between Campaign Goaling and Advertising Item Goaling.

Quantity ordered

Type the number of requests ordered for this campaign.

This box is available only if you chose Campaign in the Set goals by box.

Scheduled by

Select Request or Click from the drop-down list.

Request indicates that the goals of the campaign will be met when the ad is displayed on the specified page group(s).

Click indicates that the goals of the campaign will be met when the user clicks on the ad.

To save the Campaign and return to the Campaign Manager screen, click on the toolbar.

The campaign is saved. You can now create an ad campaign item for the campaign.

Changing Between Campaign Goaling and Advertising Item Goaling

Campaigns are scheduled using campaign goaling. You can schedule at the campaign-level or advertising item-level. In a campaign, weight applies to ads that are goaled at the campaign-level. For house ads the weight is relative to all other house ads for all customers and all campaigns. For paid ads, the weight is relative to other paid ads in the same campaign. After you schedule a campaign, you can change between campaign-level goaling and advertising item-level goaling, which determines how the weights for the ads will be calculated.

The following describes three scenarios for goaling paid ads. In the first scenario, the customer orders two ads goaled at the campaign-level. In the second scenario, the customer wants to add requests for the first of the two ads, and so switches to advertising item-level goaling. In the third scenario, the customer wants the first ad displayed at a three-to-one ratio over the second ad, and therefore switches back to campaign-level goaling.

Scenario 1: A customer orders two paid ads for their fall season sale to be run in even proportion for a total quantity ordered of 1000 requests. The quantity ordered for each ad is 500. The campaign is goaled at the campaign-level.

Ee799621.th_bd_campaigns_campaigngoaling1(en-US,CS.20).gif

Scenario 2: The customer now wants 500 additional requests for the first ad. The campaign is changed to advertising item-level goaling, and 500 additional requests are added to the quantity ordered for the first ad for a total of 1000 requests. The second ad remains at 500 requests.

Ee799621.th_bd_campaigns_aditemgoaling(en-US,CS.20).gif

Scenario 3: The customer decides to redistribute the order so that the first ad is run at a weight of 3 to 1 against the second ad. The campaign is changed back to campaign-level goaling with a total quantity ordered of 1500. After the ad campaign item weights are changed to 3 and 1 (for the first and second ads, respectively), the new paid weights for the campaign are 1125 for the first ad and 375 for the second.

Ee799621.th_bd_campaigns_campaigngoaling2(en-US,CS.20).gif

Caution

In the second scenario, if the customer decides to redistribute the order, and then also adds a third ad with a weight of 1, all of the ads must be reweighted. Because the ad has been changed from an ad-goaled campaign to a campaign-goaled campaign, the paid weight of all the ads must be changed, or the delivery of the ads will be skewed.

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Goaling a Campaign

Changing Between Campaign Goaling and Advertising Item Goaling

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