3 - CM360 Tutorial - Trafficking Workflow & Ad Selection process

Hello Digital Marketers. In this video we will discuss about the account structure in Campaign Manager 360, hierarchy and different entities in Campaign Manager 360 and the different Campaign Manager trafficking steps as well as ad serving process. Welcome to the third video of this series where we train you on Campaign Manager 360. I'm not sure how to stress on this fact that this is the most important video in this whole series. If you understand the stuff we are going to discuss in this video, trust me the rest of the course will be a cakewalk. Even if you have to take notes, even if you have to watch this video again, make sure that you watch it until you understand the different terminology and this trafficking workflow. There is no logic behind the trafficking workflow, it's just you just have to remember these steps and you have to do these while creating a campaign in Campaign Manager 360. So without any delay let's go ahead and jump into the video. The first thing we will discuss is the account structure, how the account is structured. It's pretty straightforward. Then we will discuss the hierarchy that how the campaigns are set up and what are the different entities in Campaign Manager you should be familiar with and you should understand what these entities do. Then we will discuss the campaign trafficking steps. It's a straightforward workflow, four steps or five steps which you just have to remember and when you actually create a campaign you just have to remember this workflow and create in the same order to avoid any issues. That's all and then we will discuss about what is the ad serving process in Campaign Manager 360. You will understand when we go to that particular slide. First things first, if you see that the Campaign Manager 360 account structure, you as an agency have a particular account in Campaign Manager 360 just like a DV360 account, Google Ads account or any other Facebook ad manager. Now what happens in Campaign Manager 360 is there can be sub-accounts. One account can have multiple sub-accounts which we will discuss later why and then within these sub-accounts and it's not necessary to have a sub-account, you can directly have a Campaign Manager 360 account. Then each sub-account or account can have multiple advertisers or a single advertiser. Then within the advertisers you have one or multiple campaigns, pretty straightforward. A Campaign Manager 360 account which can have sub-accounts, each sub-account can have one or multiple advertisers and each advertiser can have one or multiple campaigns. Just to give you a little bit of perspective, this is how usually the Campaign Manager 360 account is set up but you can always come up with a custom implementation. For example, if there is an ABC agency, they have a Campaign Manager 360 account and for example, if they have two offices, one in Dubai, one in Egypt. So what they will do is for the clients in Dubai, they will create one sub-account within their agency account and for Egypt office, they will create another sub-account for their Egypt clients. So all the campaigns they run for Dubai clients, they will run in this particular sub-account. Now within sub-accounts, what the benefit is you can control which users have access, probably they will let only the employees in Dubai office access Dubai sub-account. And on top of that, what they can do is they can separately create reports, advertisers, all the advertisers data whether it's reports, whether it's floodlight tags. So it's like an account but it actually is within the same Campaign Manager 360 account because probably the billing and all will be controlled at the agency level with Google. One more thing you have to remember is sub-account cannot be taken away from the main account where it's created. So it's pretty straightforward. Now within sub-account Dubai, for example, they will have, for example, they have a lot of clients. Let's assume they have KFC, Mina, and they have Jumeirah Hotels as two accounts. So what they will do is they will set up an advertiser account for each of their clients. So in Dubai, they have let's say two or more accounts. So for each account or client like KFC, Jumeirah Hotels, they will create advertisers. Now in certain cases, some agencies can create a sub-account for each of their clients. It depends on how they want to run their campaigns and there's no right or wrong. So it depends on how many clients you have and how you want to organize your account. It's just like you have folders on your computer. So you put probably one master folder as movies, then within you put foreign movies, English movies folders, or you can put all of them together. So it's like the same thing. There's no right or wrong. Then if you see that within each advertiser, for example, KFC, they can have multiple campaigns. Let's say they have two campaigns running. One is 10% off campaign. Let's say KFC came up with a 10% off campaign, which will run for one month. It has its own creatives. It has its own landing page probably. So similarly, KFC has another campaign, which is new snack box, which are running parallel. They have their own budgets. They have their own creative. They have their own start and end date. So that's how an ideally campaign manager 360 account looks like. All you have to remember from all of this discussion is there is an account. It can have sub accounts and sub accounts can have, each sub account can have multiple advertisers and each advertiser has multiple campaigns. I hope this is clear so far. Okay, before we go to the next slide, guys, if I'm adding any value by these videos, please like the video. I want to know what percentage of people understand the way I train. So please put in the comments. Yes, no, it can be as simple as that if you are able to understand what I am training. Okay, now campaign manager 360 campaign structure. So now we know that we have account sub account advertisers and within these advertisers, we have multiple campaigns. Now let's deep dive into each campaign. How does a campaign structure look like? For example, in Google ads, you have a campaign, then you have ad sets and no ad groups. Then within each ad group, you have its own ads, you have keywords. So that's the campaign structure in AdWords. Similarly, on Facebook, you have a campaign, then you have ad sets. Within ad sets, you have ads. So that's the campaign structure in Facebook. So in campaign manager 360, it is a bit more complicated. Now how it works is, let's say we are taking an example of the 10% of campaign of KFC. Now each campaign is targeted to one or multiple sites. For example, KFC has this campaign targeted to bbc.com and they are also running this campaign on DV360. So each of these will be named as site. We will know in detail how to create site. This is just to make you familiar with all of these terminologies. And this is very important to understand each of these entities. Now we have one campaign. The first thing we do is the campaign is targeted to one or multiple sites. A site is a website or an ad network or a DSP where the campaign will be targeted to. In our case, it's targeted directly to bbc.com and DV360. So there will be two sites in campaign manager. Each site has placements. Now I want you to understand like this. For example, our campaign is targeted to two sites bbc.com and DV360. Within BBC, let us say we are targeting two sizes. We have two creatives for BBC. One is 300 x 250 and one is 300 x 600. For each of these, we will create placements. Now placement is like an ad slot you have. For example, each ad slot on bbc.com, you will create a placement. For example, you will create one for 300 x 250 and you can create one for 300 x 600. Now you will have a campaign which is targeted to two sites. And let's say each of these two sites have two placements. Placements will be created based on the sizes you have. Now for example, KFC has these two creatives, two sizes and let's say it's just running on bbc.com. So what we'll do is we'll create a campaign. We'll create one site bbc.com and now that we have two creatives, two sizes, we'll create two placements. It will be clear when we actually do it but this is just to make you familiar. You have to understand how each of these things are connected even if you have to watch on repeat. Quite simple to understand that whenever we have a placement for let's say 300 x 250 which is associated with the site bbc.com. So we will generate a tag from this placement. Please remember this. A tag is always associated with a placement. Each placement has a unique tag. Now for example when we have to run this campaign on bbc.com, we generate this tag from this. We create a campaign, we create a site, we create a placement, we generate a tag for 300 x 250 and we give it to bbc. Or if it's we have to give two sizes, we'll create two placements for each size and give two tags to bbc. Now these bbc AdOps team what they'll do is they will traffic these tags as a creative but where is the creative associated with this tag? That's when the ad and creative comes into picture in campaign manager 360. So when we finish the placement, creating a placement and generating a tag, we have to also target create an ad and target it to placement. Now ad is like a line item which is targeted to placement. Now you can create two ads and target to same placement which we will discuss later. But remember this after we finish creating the placement, we have to create an ad and target to placement and then each ad will contain creatives. The actual ad which will serve on this tag of this particular placement. I know it's a bit complicated and confusing but trust me it will be all clear as far as you remember this particular structure. There is a campaign which is targeted to one or multiple sites. You know what a site is. Each site will have placements under it depending on how many sizes we are targeting on that particular site and this placement is used to generate the tag which is actually sent to the advertiser. Now to this placement for example a 300 x 250 placement on bbc.com, we have to actually target an ad which contains one or multiple creatives which will actually serve on this. That being said as I gave you an idea so the overall trafficking workflow if you are starting from a scratch, this is what you have to remember. Point number three, four, five, six, seven are the points you have to always remember in the same order. Now first you create an account. In most of the cases you'll already have an account. Then you create an advertiser. In most of the cases you'll already probably have an advertiser. So when you have to run a campaign, the first thing you do is you create a campaign where in the campaign when you create the campaign you have to put the dates, the landing pages etc of the campaign. This is just to give you an idea what each of these entities actually control. Create a placement as we discussed. Now when you create this placement, in the placement you have to enter the site which this placement will be associated with for example then you will have to add the size which I told you every size will have one placement, one placement will have one unique tag and then even pricing for reporting etc. Then after you create a campaign, you create a placement, then the next thing is you upload a creative which is jpg, html or you can push from studio. After you upload the creative then you create ads. The ad is like a line item in db360. With this ad you assign the creatives to this ad. One ad can have multiple creatives and then within this ad you target the placement and you choose whether it's a tracking ad or standard ad. So as you know in campaign manager 360 you can create one ad which will have ads but for example if you are running campaign on facebook or linkedin or twitter you can create a tracking ad only which will only track should be only used for tracking and then after you do this you download the tag of the placement where you check which type of tag you want to download whether html, ins or javascript and then you also can put macros there like click macro. Once you do that you send it to the publisher or you implement that in db360 or tube mobile or wherever you want to then monitor for 24 hours that whether the impressions are being recorded and whether each of the placement is doing as expected like you have planned. So this is the workflow, you have to remember these points create a campaign, create placement, upload creatives, create ads, download ad tags for each placement. This is you have to always remember and follow to avoid any mistakes. So that was about the workflow and now we will discuss about ad serving process or ad selection process in campaign manager 360. Now as i told you that one ad for example when we have a placement on bbc 300 x 250 or three different ads and targeted the same placement how will campaign manager know that which ad to serve for a particular request or now when we send this tag to bbc.com this whenever some user goes to bbc.com this particular tag will make a request to our campaign manager 360 requesting the actual creative. Now campaign manager will send a one creative to fill this ad slot on bbc.com and the ad will be shown. For example in our case this is the ad 10% off. Now what happens in sometimes is i told you that one placement can have multiple ads targeted to it. For example in our case we have one english ad and one arabic ad for this 10% campaign. Always remember when a tag makes a request to campaign manager the first thing campaign manager checks is which placement is this tag associated to. Now for example it identified that it's bbc 300 x 250. Now campaign manager will check which ad is targeted to this particular placement so that it can return that particular creative in that particular ad. Now in our case let's say as i told you we have multiple ads targeted to this placement one is arabic one is english ad so we have two ads. How will campaign manager 360 know that which particular ad should be sent to the bbc.com in for this particular ad Now that process which happens from receiving an ad request and sending the creative is called ad selection or ad serving process where campaign manager selects which ad should be sent for this particular tag. In order to make it simple so these are the steps of an ad serving process. The first one is campaign manager lists all of the targeted ads to this particular placement. Let's say there is two three four five ads target to this placement. When campaign manager receives a request it checks all the ads which are targeted to this placement. Let's say we have three. Then it creates eligible list based on targeting geo schedule etc. Now for example we have arabic and english ad targeted to bbc but the english ad is targeted only to europe region and the arabic ad is targeted to mena region. Now if somebody is visiting bbc.com from europe that means only the english ad will be eligible. So similarly campaign manager creates a list of all eligible ads targeted for that particular ad request. Then it selects with the highest priority. Now in campaign manager when you create ads which we will know in detail later when for now it's important to remember when we create an ad in campaign manager we assign a priority. So the ad with the highest priority will actually be returned to the pbc.com website unless there are multiple creatives added to this ad. For example we have two different creatives added to this particular ad which has the highest priority. One is black background and one is white background. Now based on the creative rotation settings we have selected for example even if we have selected even if last time a black background creative was returned this time campaign manager will return a white background or depending on what creative rotation settings we have selected which we will also know later. So that's all about the ad serving or ad selection process in campaign manager 360. Guys this video is very important to understand. I know it's a bit confusing because you haven't seen the ui yet and you haven't understood the different entities but the objective of this video is to make you familiar with different entities. I hope this video was helpful. I will see you in the next one.