Understanding Advertiser Capabilities (using Template Scope)
Cxense Advertising provides the ability to tailor their Advertising Products for their audience. Advertisers who are new to digital advertising maybe be confused by all the capabilities offered by cXad, in which case Brokers/ Product Managers should ensure s simplistic Ad Product is available to them. Conversely, more Advanced Advertisers such as Advertising Agencies, and Full Service Advertisers may require more control over their campaigns and audience targeting, and hence will require more advanced Ad Products.
A simple way for Product Owners to configure the products is the 'scope' setting (set on Product Matching templates, and Creative Templates). This determines the location of the object within the Advertiser's Campaigns and Ads.
Simple CPC Advertising Product Settings:
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Text Creatives Template with Campaign Scope
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Keywords template with Campaign Scope
The above configuration enables all Creatives and Keywords to be added to the campaign, hence the Advertiser doesn't need to navigate through to the single Advertisement. Multiple Creatives (Creative Variants) can be added as an advanced option to see which 'tone of voice' works best.
Usage Example:
Campaign: Shoes
Campaign Keywords: 'shoes',
Campaign Creative #1: "Shoes sale, Buy Now"
Campaign Creative #2: "Free Delivery with shoes purchase"
The above example describes a simplistic Ad Campaign, where all configuration is done within the campaign view, never needing to consider Advertisement configuration.
Advanced CPC Advertising Product Setting
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Text Creatives Template with Campaign & Ad Scope
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Keywords template with Campaign & Ad Scope
The above configuration enables suitably advanced advertisers the ability to set generic/ fallback creatives and matching criteria on the campaign level, and evolve the campaign with multiple Advertisements with specific Creative Variants and matching criteria (Matching Variants).
Usage Example
Campaign: Shoes
CampaignKeywords: Shoes, Runners, Boots
CampaignCreatives: "We have the best Shoes in town"
Ad #1: Sporting enthusiasts
Ad#1Creative#1: "Super sports shoes"Ad#1Creative#2: "Ultra Light X-Trainers"
Keywords: Running shoes, X-trainers, Tennis Shoes, ...
Ad#2: Hiking Enthusiasts
Ad#1Creative#1: "Tough Walking Boots"
Ad#1Creative#2: "Lightweight Hiking Boots"
Keywords: Exploring Boots, Trekking, Hiking,Walking boots, ...
The above example highlights an intermediate campaign, with generic matching, and one 'generic' Creative at the Campaign level. In addition to this, there are two Advertisements that target specific sub sets of the intended audience - Sporting enthusiasts, and Hiking Enthusiasts. Each Ad has different Creative messages tailored to the tone of voice appropriate for each audience. Additionally, the targeting criteria is set to ensure a specific audience subset is targeted. There are now 5 Creatives messages on the campaign, allowing comparison of which message and which targeting criteria works best for each audience. More advanced Campaign management can also be done by variations in bid management and matching type, such as 'shoes, broad with bid of $1 on a campaign, and "running shoes" exact with a bid of $4 on the Advertisement level.