What goal does a bid strategy use to optimize bids?
Campaign Manager is Google’s web-based ad management and ad serving solution. It helps you manage your digital campaigns across websites and mobile. In this module, you’ll learn how Campaign Manager can help you direct your digital marketing efforts. You’ll also explore why advertisers choose Campaign Manager.
You can do all of these with Campaign Manager:
Access your creatives from Studio.
Manage placements across millions of publishers.
Track performance and optimize all of your campaigns.
- Campaign Manager helps bring your online ad campaigns to life with sophisticated management and serving capabilities.
- Campaign Manager can integrate with other Google Marketing Platform products your company uses, like Analytics 360.
- Campaign Manager can also target your specific online audience and track performance across your campaigns.
How does Campaign Manager benefit traffickers? Traffickers manage creative assets in one centralized system
When Campaign Manager picks an ad, which setting does it look at first? ad priority.
- A Campaign Manager account consists of advertisers, campaigns, sites, placements, ads, and creatives.
- An agency account may contain advertisers, each representing a different company. Marketer accounts may also contain multiple advertisers, but each will represent a different line of business or brand.
- Campaign components include placements, ads, and creatives.
- Campaign Manager includes many creative formats in one system.
The mobile advertising environment allows you to target your campaign across multiple devices to reach users across various mobile environments.
In this module, you’ll learn about mobile ad formats and the ideal creatives to use for reaching mobile users.
HTML5 is all of these things! It’s a widely supported technology that can deliver complex effects — without plug-ins. You can also use Google’s development tool to build creatives at no cost.
- There are two types of mobile ad inventory: mobile web and mobile in-app.
- Campaign Manager provides several options for reaching users based on mobile-specific technology.
Campaign Manager reporting organizes performance data from your campaigns and makes it useful to you. Insights, Report Builder, and Attribution Modeling are three essential tools in Campaign Manager.
In this module, you’ll learn how to track campaign performance using your Insights dashboard and Report Builder, get introduced to the Attribution Modeling tool, and learn how to create and schedule basic reports from pre-set templates.
The term attribution model refers to the rule or set of rules, that determines how credit for sales and conversions is assigned to touchpoints (impressions and clicks) in conversion paths.
In Campaign Manager, the Attribution Modeling tool allows you to compare the different models for assigning credit to channels (e.g., standard display or rich media).
The Reach report is the correct one to use here. Reach measures how many unique users saw or clicked on your ad. The Reach report also shows how many new users saw your ad in a given time frame—which is what your boss wants to know.
- Use the Insights tab to understand, at a glance, the performance of campaigns.
- Use Report Builder to investigate more deeply into conversions, reach, and more, and to schedule custom reports to drop in your inbox every day!
- Standard, Floodlight, and Reach reports are three helpful reports to help you get started.
- Use the Attribution Modeling tool to compare up to three attribution models at a time, letting you invest more or less in a given channel based on what the attribution models show, then check your results again to see how it’s working.
Great question! Whereas websites use cookies to track user actions, mobile apps use resettable device IDs. Your ad and Floodlight tags just need to pass an Identifier for Advertising (IDFA) for iOS or an advertising ID (AdID) for Android.
Since we’re working on Android, we’ll use the AdID.
The answer is both reports. You would send them the Cross-Device Conversions report for reporting on a campaign that spans environments and platforms. And, in the case of same-device conversions (tracking a user who sees an ad on mobile web and converts on the same device in an app), you can send them the Standard Basic report.
- When you track mobile web conversions, consider differences in user behavior, add mobile conversion reporting dimensions (e.g., operating system, mobile carrier), and create separate tags for mobile vs. desktop websites.
- When you track on the mobile web vs. mobile in-app, note that mobile web uses cookies to track conversions, whereas mobile in-app uses resettable device IDs.
- For your mobile campaign, you can add mobile-specific dimensions to a Standard Basic report, such as platform type, environment, and browser/platform.
- Conversions, where a user starts on the web and converts in-app (or vice versa) aren’t captured with standard metrics. Use a Cross-Device Conversions report when your campaign spans multiple platforms.
Additional rich media metrics
Based on the publisher’s discretion, the following rich media metrics can provide even more detail on user engagement:
- Video Full-Screen
- Video Mutes
- Video Pauses
- Video Replays
- Video Stops
- Video Unmutes
Active View is used to measure if a user was actually able to view a video, and for how long. Campaign Manager in-stream placements automatically host Active View, making the tag Video Player Ad-Serving Interface Definition (VPAID) compliant. Learn more about Active View.
When Nadia works with publishers that don’t accept VPAID, she ensures that Active View is turned off at the Campaign Manager site level or at the placement level using in-stream video settings. The Video Completions metric measures the number of impressions where the video played all the way through.
- Commonly used in-stream video metrics include Companion Clicks, Companion Impressions, Video Progress Events, and Video Skips.
- Based on the publisher’s discretion, additional rich media metrics can provide even more detail. These include Video Full-Screen, Video Mutes, Video Pauses, Video Replays, and more.
- When working with publishers that don’t accept VPAID, ensure that Active View is turned off at the Campaign Manager site level or placement level using in-stream video settings.