The Campaign Builder
The Zeta DSP/DMP's Campaign Builder lets you create and maintain your campaigns over several intuitive steps. Every step of the Campaign Building process gets you one step closer to delivering ads in the campaign.
Before you run a campaign, you must have set up the advertiser and created the ads that will be served via this campaign.
This document will walk you through the steps of the Campaign Builder. These steps include setting a campaign objective, creating flights and assigning budgets to them, creating line-items and tactics, assigning ads, and establishing the targeting rules that are necessary to deliver your campaign to the right audience.
Step 1: Create a New Campaign and Set Up Flights
Click in the Advertisers menu on the left-hand panel to select an Advertiser. This opens The Campaigns Grid, which gives you a view into all running campaigns for the Advertiser.
2. Click + Campaign icon in the upper-right corner.
3. The Campaign Builder opens on Step 1: Campaign Details.
If you've started building a campaign, it appears on the Advertiser's Campaigns Grid.
Click the Campaign name to view the campaign, and click Campaign Setup to open the Builder.
After opening the Campaign Builder, you enter the campaign name, currency type, time zone, and add campaign flights and their respective budgets.
Enter the campaign name in the Name box. Give the campaign a name that is easily identifiable.
Optional: Select the Currency Type to change from the default. The default value in this box is inherited from the Network and Advertiser.
Optional: Select the Time Zone to change from the default. This time zone is used in conjunction with the start and end date to launch and end the campaign. The default value in this box is inherited from the Network and Advertiser.
Click (Required) Select Flight Dates and Provide Budget to add the first flight to the campaign.
The Edit Flight window appears:
Enter the Start Date and End Dates, and then enter the Time. By default, each flight begins and ends at midnight.
If you are using Fixed Media Mark Up/Tech Fee you will have the option to select Budget Type:
Enter the expected total flight budget in the Spend field or the Total number of Impressions in the Impression Budget Field:
Click Ok to save the flight. Repeat these steps for each flight.
Click Save and Continue to Line-Items & Tactics at the bottom of the screen to continue building your campaign. Click Save in the upper-right corner to save your campaign as a draft.
Step 2: Add Line-Items and Tactics
Easily create line-items and tactics for your campaign and then assign pricing to these lines. You can also choose to pause line-items and/or tactics on this tab.
Add Line-Items and Tactics
Navigate to the + Line-Item button in the top-right corner.
Toggle the number field within the + Line-Item button. This function allows you to create multiple line-items at once.
Enter the number of line-items you would like to add to the campaign and click on the button.
The Campaign Builder will display the newly added line-items.
5. By default, there will be one tactic associated with every new line-item. To add additional tactics to a line, click the + Tactic button to the right.
6. Optional: Individually toggle the number box within the + Tactic button to add additional tactics to each line-item associated with the campaign. Click on the button (outside of the number box) when complete. The Campaign Builder will display the newly added tactics.
7. Repeat these steps as necessary until you've added all line-items and tactics.
8. Click Continue to Flights & Budgets at the bottom of the screen to continue building your campaign. Click Save in the upper-right corner to save your campaign as a draft.
You can always add line-items and tactics later.
Pause a Line or Tactic
Navigate to the Line-Items and Tactics section of the Campaign Builder.
Click the toggle to the left of any line-item or tactic name to pause delivery to these line(s) or tactic(s).
Bulk Upload Line-Items and Tactics
Navigate to the Line-Items and Tactics section of the Campaign Builder.
Click the icon at the top of the page (shown below) to begin bulk uploading line-items and tactics.
3. The DSP will open a window that provides the option to Upload a Template or Download a Template.
4. Select Download Template to export an Excel file of the objects created.
5. Fill out the fields for Type, Name, Parent, Pricing, and Pricing Value for each line-item or tactic. Save the file when complete.
6. Once the document has been filled out with all line-items and tactics, select Upload Line/Tactic Template and add the file to complete the bulk upload process.
Manually add additional line-items and tactics to the Excel file as needed for bulk upload.
Click in the Pricing column via the drop-down to edit the Pricing Type for any line.
2. Select a Pricing Type, and then enter the appropriate values.
For dCPM pricing, you can assign the min/max value at the line item level and tactic level examples below:
The Tactics will inherit the Line Items Max/Min dCM, However, you can change the value at the tactic level and that change will be independent of the rest of the Tactics
3. After creating all line-items and tactics, and then assigning pricing to those line-items, click Continue to Flights & Budgets.
Cost Per Mille, i.e. cost per thousand ad impressions.
Cost per Completed View of Video Ads per thousand.
This charges the campaign only when Video Ads run to completion. For example, If set to $5, the campaign pays $5 for 1000 Video completions.
Only CTR insights are available with this goal.
Average dynamic Cost Per Mille (Thousand).
Dynamic CPM reflects the actual price paid for an Impression purchased at an Exchange.
This means that the Zeta technology varies the CPM dynamically as needed, but with a maximum average value, and an optional minimum average value.
dCPM is often lower than the actual bid because of the use by many exchanges of second bid auction game theory.
With dCPM, the rate can fluctuate on a per-impression basis, but averages out to a flat CPM that satisfies the budget.
Enter the minimum allowed dCPM and maximum allowed dCPM.
Impressions served free of charge.
Minimum dCPM is set to 10% of the maximum dCPM. You can manually adjust the minimum and maximum values. Generally, it's best to set the minimum as low as possible. Although it may seem that a higher setting would avoid cheap inventory and brand safety issues, the AI already corrects for this. You may also employ Traffic Quality Targeting as a further guarantee in this regard.
Changes to dCPM values will update in 15 minutes. The platform will begin to modify bidding behavior at that time, but it is designed to make slow incremental changes based on the new value the user enters.
Allowable min dCPM values are $0.01 to 90% of max dCPM.
Pacing of dCPM campaigns is not impacted by impression discrepancies with an Ad Server unless we hit the dCPM cap as a result of issues with third-party Ad Server attribution. If that's the case, a flat DCPM cap will be used to calculate the spend.
Does the DSP try to achieve an average CPM that is within the Min/Max range by the time a flight ends, or on a daily basis?
The DSP will try to achieve an average CPM that is within the Min/Max range on a daily basis.
Suppose one Tactic has a significantly higher min/max CPM than the Line Item that houses it – what kind of bidding adjustments will the algorithm make to the other Tactics?
None. Regulus considers each Tactic individually. Best practice - Be mindful of how budgets are allocated across Tactics when overriding dCPM settings.
Step 3: Add Flights and Budgets
If your campaign has existing line-items, it's time to create a Flight. Flights specify the time period during which all of your line-items for this campaign will serve Ads. You can adjust the amount of money spent during each flight.
After you create Flights, you can then assign budgets to each line-item within the Flight. The matrix of line-items and flights allows you to assign budgets to each line-item during each date range.
If a line-item has no budget in the Flight, the dollar amount shows as $0.00.
If the line-item has an assigned budget, the line-items row for the Flight shows the total dollars and impressions for the Line-item, in relation to the total flight budget allocated.
The total spending of all the line-items cannot exceed the total Flight budget cap.
Create a New Flight
Because adding a Flight in the Campaign Details portion of the Campaign Builder was a mandatory step, this Flight will be visible on the Flights & Budgets Grid. To create another Flight (date range), simply click the + Flight icon in the upper-right corner.
The Create Flight window appears.
3. Enter the Start Date and End Date (and Time). These rely on the Time Zone set on the Campaign Details tab.
4. When you are ready, click Save. The DSP creates a new Flight, defaulted for the next month, and adds a new column to the grid.
Edit an Assigned Flight to Set the Budget
After creating Flight dates, you must assign a budget to each line-item for that Flight. Assign a budget and impression value to each active line in the Flight.
If a line-item has no budget in a Flight, a (+) symbol is shown in the Flight's column.
If the line-item has an assigned budget, the line-items row for the Flight shows the total dollars and impressions for the line-item.
To assign a budget and/or impression value:
Click the Totals box in a Flight's row to edit the assigned Total Flight Budget for all line-items.
The Edit Flight Budget window appears.
3. Click the Line-Item box in a Flight's row to edit the assigned Flight Impression Value for a line-item.
4. The Edit Line-Item Budget window appears.
5. Set the Budget and Impressions fields as described below:
Budget: Enter the total budget (in US dollars) that is allocated for the Assigned Flight.
Impressions: Set the minimum number of desired Ad impressions for this flight.
6. If making modifications, click Save when you are ready. Otherwise, click Cancel to return to the previous screen.
7. After you've created all necessary flights, and assigned budgets to each line-item for those flights, click Continue to Daily Budgets at the bottom of the screen to continue building your campaign.
The appearance of this window may slightly change based on the line-item pricing.
Step 4: Set Daily Budgets for Line-Items and Tactics
After pricing lines and assigning budgets to the Flights of your campaign, you can set the Pacing type and Daily Budget for each Line Item, then choose how to distribute a given Line Item’s Daily Budget across active Tactics using the Allocation setting.
Daily Budget Pacing Options
Users can select Pacing for Daily Budgets - Options are listed below:
When this setting is enabled, the user cannot modify the Daily Budget manually. The AutoPacer service will calculate the Daily Budget value based on the Line Item’s Flight Budget and duration, while also accounting for performance on a day to day basis. The associated “Pacing Variance” setting (available at the Campaign-level only under Advanced Settings>Modeling & Optimization) specifies the percentage that AutoPacer is allowed to over or under deliver by on a given day, given the calculated value (ex: If performance is good on Wednesdays, Pacing Variance is set to 50%, and AutoPacer determines that $100 is what’s needed that day - then the Daily Budget can be set as high as $150)
The user is free to input any Daily Budget value they wish (must be >0), and the value will remain static throughout a given Flight until the user changes the value or Pacing setting.
When this setting is enabled, the user cannot modify the Daily Budget manually. The AutoPacer service will calculate and input the "needed" Daily Budget for a Line Item, which is calculated based on the LI’s remaining Flight Budget and duration (ex: If the assigned Flight Budget is $100 and runs for 10 days, the Daily Budget calculated should be $10 on Day 1). The “Pacing Variance” setting will not be applicable when this option is selected.
When this setting is enabled, the user cannot modify the Daily Budget manually. The AutoPacer service will calculate and input the "needed" Daily Budget for a Line Item (see the calculation for “Even” Pacing above), then pad that number by a user-specified percentage on each day of a given Flight (ex: If the Flight Budget is $100, runs for 10 days, and the Pace Ahead percentage is set to 30% - then the Daily Budget calculated will be $13 [$10 + $3] on Day 1). The “Pacing Variance” setting will not be applicable when this option is selected.
FAQ’s - Specific to Daily Budget Pacing
What is the default “Pacing” setting for a Line Item?
Line Items will be set to “Optimized” Pacing by default, as this will usually result in the best performance.
Why can’t I edit the Daily Budget value for my Line Item?
When Pacing is set to Optimized, Even, or Pace Ahead, the Daily Budget value cannot be edited because it will be automatically calculated and set depending on the selection. Use the Manual option if you’d like to set a static Daily Budget value yourself
When will the AutoPacer calculate the Daily Budget for a Line Item?
Once a Flight Budget is assigned to a Line Item, a Daily Budget value is calculated for that LI based on the current or upcoming Flight’s End Date, the “Pacing” option selected, and the current day/time (even if the initial Flight’s Start Date is in the future). If the first day of the first flight is set for a future day/time, the AutoPacer service will calculate the Daily Budget again on the exact day and time that flight starts. Any of the following actions will also trigger a recalculation of the Daily Budget value for a Line Item:
How often will the Daily Budget be calculated for a Line Item if Pacing is set to Optimized, Even, or Pace Ahead?
Once a flight begins, the Daily Budget value will be calculated at 1am EST each day.
My Line Item has a budget assigned to a Flight that starts in the future - why does the Daily Budget value look incorrect given the Start/End Date of the Flight?
See “When will the AutoPacer calculate the Daily Budget for a Line Item?”w
Why do I see “Calculating Daily Budget” in place of an actual Daily Budget value?
This can sometimes happen if Pacing is set to Optimized, Even, or Pace Ahead, and the AutoPacer service has not been able to calculate the initial Daily Budget value yet. Refreshing the screen will usually resolve this.
Edit Tactic Allocation
Set the tactic allocation method for each line-item in the campaign. The Allocation column shows the following icons for each line-item:
Each active tactic receives an equal proportion of the budget. Paused tactics do not contribute. When you pause or resume a tactic, the DSP updates the bidding technology immediately.
When enabled, each tactic is displayed with a corresponding percentage box. Manually enter the percentage of the budget that should be allocated to each tactic.
Set the Allocation as Optimized to automatically balance spend between the line's tactics. This method lets the DSP AI allocate delivery amongst your tactics to maximize performance. This option leaves it up to the DSP AI technology, which tries to maximize overall performance. The option is similar to the legacy Grouping option. The AI considers all of them when deciding when and how much to bid.
After the budgets are set, click Continue to Goals & Tracking.
Step 5: Set Goals and Tracking Tools
After your campaign's line-items, flights and budgets are created, you can apply the campaign goals, set up and prioritize any tracking mechanisms, and assign pixels to the campaign.
See Goals for details on each goal type.
Set the Client Objective
Select the Client Objective from the list, and then enter the performance baseline that the campaign wants to achieve. This baseline differs based on the desired objective. For example, the goal might be "Conversions" and "1000" or a "CPA" and "$10". Only CPA and CTR objectives affect how the DSP AI drives the campaign.
Goals and Tracking
Zeta offers the ability to apply multiple goals to your campaigns, line-items, or tactics. This feature allows you to optimize against two or more goals. While achieving all of your goals is an ideal state, this feature allows you to ensure your most important goals are secured first. Benefits of applying multiple goals include:
Less manual monitoring of campaign delivery is necessary
Greater reach, value and effectiveness over data segments
After setting a Client Objective, you can assign specific Goals to campaigns and line-items. These direct the DSP artificial intelligence technology. Considerations to keep in mind when setting goals:
If your Client Objective was not CPA or CTR, click at least one goal that matches the Client Objective.
When you use multiple goals, the DSP AI pursues each goal separately. You may sometimes find that one goal dominates another. In this case, you can adjust the value of the dominant goal to make it less aggressive; this gives other goals more opportunity.
When you change elements during a campaign, the change is immediate, but the AI learning process can take time. It is wise to refrain from making further changes for a week or even longer to understand the full extent of the results.
When your campaign or line-item has multiple goals, you can set the priority of these goals.
Setting Goals on Line-Items and Tactics
Override campaign-level settings and set up goals for individual line-items and tactics by completing the following process:
Click Goals & Tracking from the Campaign Builder menu. The DSP shows all line-items and tactics in the campaign.
Each line shows a link, which means it is inheriting the value from the campaign-level. When the line-item is not inheriting the campaign's goals, the inheritance link icon is updated as overridden with a slash through the icon.
Navigate to the line-item or tactic you want to modify. Click the + button to add a Goal.
4. The DSP displays a pop-up that shows a list of Goals that can be selected. Click on a Goal to adjust it for that line-item.
5. Once a Goal is selected, you can adjust its Type, Value, and Priority. Click Set to save the new Goal or click Remove Goal to delete it. You can select multiple Goals for each line-item.
Multi-Goal Campaign Recommendations
Suggested Primary Goal
Suggested Secondary Goal
Improve Brand Awareness
Video Completion Rate
CTR or CPA
For optimal performance, two goals are recommended. Do not add more than three goals.
Only one goal can be selected from each goal group (for example: CPC & CTR).
Assigning Viewability Goals
If you want the DSP AI to optimize for Viewability, you must add a Viewability goal (not a Client Objective). For more information, reference our Viewability section.
On the Goals menu, click + and then select Viewability Rate.
2. Set the overall Viewability Rate as a percentage.
3. Determine the Priority of the Goal and click Set. The Viewability Measurement area appears on the Goals & Tracking tab.
Assigning a high priority to a Viewability Rate over 80% can cause campaign delivery issues.
4. Scroll down to the Goals & Tracking > Viewability Measurement (Required With a Viewability Goal) section and then set the following:
Select Display or Video. The DSP reacts to your selection to display only valid vendors for this source. This option identifies the type of line-item.
Select Zeta Integrated or Advertiser Reported. Zeta suggests using Zeta Integrated vendors, which allows for advanced viewability checks, and ensures incorrect ad types appear on the line.
Select a Vendor. The list of available vendors is dependent on the selections of a Format Type and Source. See our Viewability article for details on vendors.
Each Pixel the campaign uses must be associated with a particular consumer activity.
Scroll down to the Goals & Tracking > Pixels (Required With Conversion Goal) section.
Click + Pixels to view the Pixel Assignment window.
3. If you have many Pixels, type a few letters from the name of the one you want to filter the list.
4. Sort by the Pixel Type to view Third-Party Pixels.
5. Select your pixels and click Assign.
View Pixel Activity
Scroll down to the Goals & Tracking > Pixels (Required With Conversion Goal) section.
2. View day-to-day pixel fires by clicking in the Activity Column for a pixel.
3. A chart showing pixel fires appears.
Override Pixel Settings at the Campaign-Level
Override pixel's view and click attribution at the campaign level by completing the following process.
Scroll down to the Goals & Tracking > Pixels (Required With Conversion Goal) section.
Click + Pixel on the right.
3. Navigate to the Manage tab and click on the name of the Pixel you would like to edit.
4. The Pixel Settings window appears.
5. Modify the click/view attribution values and click Save.
Optimize for Retargeting
Enable this icon if the Pixels assigned to this campaign are to be used only for retargeting decisions.
Leave the icon as disabled if you want the campaign to consider all actions assigned to the company as being equally relevant for targeting.
After all goals and tracking is set up for your campaign, click Continue to Targeting.
Step 6: Set Targeting
The Campaign Builder allows you to many targeting options to your campaign, or it's line-items and tactics, on a single screen.
The grid on the Targeting tab shows a row for the Account, Advertiser, Campaign, and each line-item and tactic. If targeting rules have been set up for the Advertiser or Account, they are shown in their respective rows.
Icons on the Targeting Grid
The Add column has + icon in it for each row of the campaign. Click the + icon to begin adding targeting to the entire campaign, or any line-item/tactic in the campaign.
Targeting rules are inherited through the DSP. Any targeting set at the Account-level is inherited by each advertiser, campaign, line-item, and tactic within that account.
The Inherited icon shows on each row of this grid when that row is inheriting a targeting rule from a parent object. In the example above, Sites targeting is set at the Account-level. The line-items and tactics of the campaign are inheriting this targeting rule, which is why they show the Inherited icon.
If a user has overridden any inherited targeting rules and set targeting restrictions for the campaign, or it's line-items/tactics, the broken orange Overridden icon appears.
Targeting rules can be inclusive or exclusive. The included icon is shown when a Targeting rule is inclusive. (i.e. "Serve ads to only these audiences")
Targeting rules can be inclusive or exclusive. The Excluded icon is shown when a Targeting rule is inclusive. (i.e. "Do not serve ads to these audiences")
Viewing Inherited Targeting
The campaign inherits any targeting set up at the Advertiser or Account-level. The Account and Advertiser row shows the type of targeting they are passing down to the campaign. If Targeting Rules are set at the Account or Advertiser level, the Inherited icon, appears in each row underneath the row for the object on which targeting rules were established. Click on the cell showing the targeting type to learn more.
In the example below, the user clicked Location targeting at the line-item level. The two tactics associated with this line-item inherit the applied location targeting restriction.
Set Up Campaign-Level Targeting
The Targeting grid enables you to add many targeting rules to your campaign, or any line-item/tactic in that campaign. The right-most column of the Targeting grid is labeled Add. Each row in this column has a + icon that allows you to add targeting rules at this level.
Go to the Add column, and click + in any campaign, line-item, or tactic row. A menu appears showing all targeting options.
2. Select the Targeting type to set up. This rule applies to the object you are selecting and all child objects. For example, if you select a campaign, the targeting rule applies to the campaign and all line-items and tactics. If you select a line-item, the targeting rule applies to that line-item and all tactics within it.
The Targeting screen allows you to set up targeting. Each screen is slightly different. Click below to view details on each targeting type. See Targeting Types for details.
The Targeting Type is inherited to all child objects. See Override Targeting (below) for details on overriding this rule on a specific line-item or tactic.
Edit any existing Targeting rule by clicking on the label of that targeting type, and then click Edit in the window that appears. If you wish to override inherited targeting, see Override Targeting.
Targeting rules are inherited through the DSP. Any targeting set at the Account-level is inherited by each Advertiser, campaign, line-item, and tactic within that Account.
If a row shows the Inherited icon click on that icon to begin overriding the inherited targeting rule.
Click the Inherited icon - A window appears showing details of the targeting rule, as shown in Step 2.
2. Click Edit in the pop-up window.
3. Apply new Targeting to the selected row. In the example below, the first line-items targeting has been overridden to target Maine, Rhode Island, and Maryland. Tactic 1 will also inherit this restriction.
Undo an Override by clicking the Override icon and then clicking Remove Override in the pop-up window.
After you've completed setting up targeting, click Continue to Ads to set up and assign ads to your campaign.
Step 7: Assign Ads
Please refer to the Following Document on How-To Assign Ads
Step 8: Advanced Settings
Modeling and Optimization
Go to the Advanced Settings tab of the Campaign Builder to set up Modeling and Optimization options.
If you have run campaigns previously and this one is similar in terms of product and audience, you may use the Model Group setting to guide this Campaign's bidding with data learned from that campaign.
Choose Select a model campaign.
Choose the name of the previous campaign you want to use.
Click the X button to remove a model campaign.
Select the Cross-Device checkbox to enable Cross-Device attribution in which two or more apparent users who all use different devices can be determined to be a single individual.
About People-based Marketing
At the time of this writing, Zeta statistics reveal that the average person employs 3.8 devices on a regular basis, and the number is growing.
Clearly, customers can see Ads from the same campaign on multiple devices and often see impressions on one device and convert on another.
Therefore, it is vital that digital advertisers take a holistic view and seek to identify individuals on all the devices they use.
The methodology is capable of crediting Ads shown/clicked on any of a user's devices, irrespective of the device of conversion, including cases such as:
Ad shown on an iPhone, conversion on a desktop browser
Ad shown on a tablet app, conversion on the same tablet's web browser
Ad shown in a desktop browser, conversion in a different browser on the same desktop
Zeta suggests avoiding Frequency Caps as they can make it much more difficult for the DSP AI to find the optimal device for conversion. In fact, frequency is a factor the AI considers when optimizing its bidding.
A Frequency Cap can be set to limit the impressions delivered within a given number of hours.
Entering Frequency Caps is optional, and you may get better results by leaving them blank.
Zeta models determine an optimal frequency for each user automatically by figuring in factors such as the recency of the last ad shown and the total number of ads shown.
To apply a Frequency Cap:
Click the icon under the Add Column for the appropriate entity within the campaign.
2. The Frequency Cap window appears.
3. Enter the number of ads (impressions) to be shown during the set period.
4. Select Device or DSP Household.
5. Click in the Hours box and then enter the number of hours to establish as the period for the Frequency Cap.
6. Optional: Create an additional Frequency Cap using the Second Frequency Cap section. Follow the steps above to complete this process.
This feature allows users to view changes made to a campaign in a new tab
For more information Click Here
When you're ready to launch your campaign, click Launch Campaign in the upper-right corner.