Creating and managing Insertions

Creating and editing an insertion “with creative”

Use the Properties tab in the Insertion Settings, to create and edit insertions “with creatives”, that is insertions with creatives hosted and delivered by Weborama Campaign Manager (WCM).

The insertion is the advertising position on a site or an offer bought by the advertiser from an Ad Network. Insertions that are “with creatives” allow for delivery management inside Weborama Campaign Manager. At least one creative must be assigned to the insertion. Options can then be configured to optimize and target the delivery of creatives across all insertions. Select “add insertion with creative” from the available menus for the campaign or site/offer already added. Enter the following settings in the dedicated form to create and edit insertions

Delivery type

The type of insertion determines the format of creatives that may be published on the insertion and the ad serving tag generated :

– “Redirect” (RD) can distribute any type of creative format (flash, video, etc.).The tag generated is a JavaScript or Iframes redirect.

– “Image “(IM) can only broadcast image creatives (gif, png, jpg). The tag generated in this case is an image link plus a tracking link (clicktag). This type is mainly used for delivering creatives in newsletter space.

Name: Enter a name that clearly defines the insertion
The site or offer

Enter the first letters of the site or offer you wish to add and select it in the list (sites/offers in the WCM database). The Ad Network managing the site or offer appears in parenthesis in the list. If the site or the offer is not in the list you can create it by clicking “create a new site/offer” at the bottom of the list.

Section (optional field)

Select one of the following sections for the insertion:

– Homepage

– Rotation on site/network

– Section

Size

Set the size of the position.

Position on the website (optional): Select where the position is among the following choices:

– Top /– Left /– Right/ – Bottom

In order to manage certain rich media formats, an insertion can be made up of several positions in which elements of a creative are displayed simultaneously.

You can add a second space by clicking “+” and setting its size and position (optional).

URL

The gray “Use Site / offer URL” entry indicates that the insertion inherits the valid default URL from the site/offer level. When you place your cursor in the field, the complete URL appears in black. You can modify it to define a specific URL for the insertion, in which case it will then appear directly in black. If no URL is defined for the creative level, this URL will be used when clicking on all creatives delivered over the insertion.

Note:

A Warning icon is displayed if your click-through url is invalid, but it will not prevent you from submitting the form.

Priority level (standard, high or low)

The priority level serves to set the priority level for clicks on this insertion in allocating conversions.

Start and end dates

By default, the insertion dates are those defined for the campaign. However, you can change them, provided they remain within the campaign dates.

“Stop delivery after this-end date”

This option is only available if an end date is set. Delivery of creatives will be ended on the end-date specified for the insertion.

Important:

If this option is checked, after the end-date entered, the insertion will no longer deliver creatives. They will be replaced by a white pixel. The insertion will no longer record impressions or clicks but will continue however to count conversions over the tracking times you set.

Multiple Changes:

When you edit multiple insertions simultaneously, the fields that appear are those of the last selected insertion. Non-editable fields do not appear. When you edit a field, an icon appears in front of it to signify that the modification will be applied to all insertions selected. The number of insertions it applies to is displayed beside the title in the editing window and next to the “Edit selected” button.

Creating and editing an insertion “for tracking”

Use the Insertions Properties tab to create and edit insertions ‘for tracking’, that is to say insertions with creatives that will not be hosted and delivered by Weborama Campaign Manager but rather by the Ad Network.

The insertion is the advertising space purchased by the advertiser from an Ad Network. The insertions that are labeled “for tracking” do not allow you to manage the delivery of creatives in WCM. Consequently, you will not be able to select optimization and targeting settings. These insertions can however generate tracking tags to be provided to the Ad Networks delivering the creatives. WCM will then be able to track impressions, clicks and visibility as well as manage the click-through Default Urls. Select “add insertion with creative” from the available menus for the campaign or site/offer already added. Enter the following settings in the dedicated form to create and edit insertions:

Delivery type

“Delivery type” determines the statistics that will be gathered over the insertion as well as the tag generated:

– “Impression + clicks” (PX) : Counts impressions and clicks. The tag generated is a 1×1 pixel with a tracking link (clicktag)

– “Impression + clicks + visibility” (PX+) : Counts impressions and clicks, as well as the surface and time of visibility for a given creative. The tag generated is a JavaScript redirect.

– ‘Link’ (CC): Counts the number of clicks. The tag generated is a tracking link. You cannot assign creatives to these three types of insertion.

Name: Enter a name that clearly defines the insertion
The site or offer

Section (optional field)

Select one of the following sections for the insertion:

– Homepage

– Rotation on site / network

– Section (This option is not available for “Link” insertions)

Size: set the position size.(This option is not available for “Link” insertions)

Clicktag: This option specifies whether or not you wish to generate a tracking link to count clicks

Position on the website (optional): Select where the position is among the following choices (This option is not available for “Link” insertions)

– Top /– Left /– Right/ – Bottom

Url

The gray “Use Site / offer URL” entry indicates that the insertion inherits the valid default Url from the site/offer level. When you place your cursor in the field, the complete URL appears in black. You can modify it to define a specific URL for the insertion, in which case it will then appear directly in black.

Priority level (standard, high or low)

The priority level serves to set the priority level for clicks on this insertion in allocating conversions.

Start and end dates

By default the insertion dates are those defined for the campaign. However, you can change them, provided they remain within the campaign dates.

Multiple Changes:

Assign a creative to an insertion

Use the Insertions level Assign creatives tab to assign creatives to the insertions on which they have to be delivered.

From the Assign creatives tab at the insertion level (only available for insertions “with creatives”), you can assign the creatives to the different insertions on which they have to be delivered.

You may assign several creatives to a single insertion to enable creative rotation on the insertion.

The creatives have to be first uploaded in the Creative Library tab to be available for assignation.If the creatives are not available click the Upload creative link to access the Creative Library and upload the needed creatives in a folder (refer to the Creative Library documentation for more information)

Search for creatives :

Menus and search fields let you to search for creatives . You must first select the creatives folder in which the creatives have been uploaded.

You can then filter on Labels which have been associated to the creatives or look for a specific creative name using the search field.

Select creatives and assign them

The corresponding creatives are listed with some information:

– The size (the creatives presented are only the ones matching the format defined for the insertion)

– An acronym indicating the creative format:

IM :Image AdSD : Standard AdSD+: Standard Ad+ LayerEXP : ExpandableVID : Video ( Weborama player)RM : Rich MediaWLM :Windows Live MessengerVST : VAST3RD : 3rd Party JS/HTML

– The name of the creative

The Allow assigning to non-matching insertions check box is an advanced option allowing to list all creative formats to let you then select and assign creatives which are not matching the insertion format.

When clicking the Assign selected creative button , the selected creatives are automatically inserted in the campaign tree below the insertion . By default the creatives assigned are on Play , this means that they are delivering.

Assign multiple creatives to multiple insertions

You have the possibility to assign several creatives of different formats to several insertions in one go.

Select several insertions in the campaign tree using the check boxes and click on Click the “Edit selected” button above the tree view to access the insertion editing tabs . On the Assign creatives tab , you can then select several creatives. The creatives are listed by sizes (corresponding to the sizes of all the insertions selected ) and the number of insertions matching each size is precised.

Pick the creatives that you want to assign using the check boxes. When clicking the Assign selected creative button, the creatives will be assigned to all insertions matching their format.

Note:

A single creative can be assigned to insertions from different campaigns.

Activating automatic optimization of the creative delivery accross an insertion

Use the Insertions level Targeting tab to automatically optimize the delivery of creatives within the insertions.

Using the Targeting tab (only available for insertions “with creatives”) you can enable automatic delivery optimization of creatives within the insertions. This option aims to automatically improve the campaign’s performance on the basis of a given metric. Choose the performance indicator (metric) that best serves your objective:

– CTR,

– Conversion rate,

– Conversions/Impression Ratio

– CPA

– Cost per revenue

Using the results, the weight attributed to each creative will automatically be adjusted, thus increasing the delivery rate of the most effective creative. If you select a metric related to conversions (conversion rate, Conversions/Impression Ratio, CPA, cost per €100 yielded), the “conversion page” menu will appear and allow you to select the conversion page(s) to be taken into account (by default all conversion pages are included). Furthermore, it is important to note that for these metrics only Post-click conversions are counted. The level menu allows you to control the degree of optimization:

– Low (multiplies the weight of the creative by 2)

– Average (multiplies the weight of the creative by 5)

– High (multiplies the weight of the creative by 10) Optimization only applies to active creatives. There must be at at least two active creatives attributed to the insertion for optimization to apply.

Note:

– A minimum number of clicks or conversions is necessary for automatic optimization to apply (15 clicks, 5 conversions, or a conversion/impression ratio above 0.01)

– Click rate optimization is calculated every hour (taking into account the last 15 hours), while it is calculated once a day for all other metrics (taking into account the last 4 days)

Multiple Changes:

When you edit multiple insertions simultaneously, the fields that appear are those of the last selected insertion. Non-editable fields do not appear. When you edit a field, an icon appears in front of it to signify that the modification will apply to all insertions selected. The number of insertions it applies to is displayed beside the title in the editing window and next to the “Edit selected” button.

Configuring costs and volume for an insertion

Use the Insertions level costs and volumes tab to define your media spending

From the Costs and volumes tab at the insertion level you can define the costs and volumes for each insertion of your media plan in accordance with the commitments from the insertions orders.

When defining your media costs and target volume, you can then benefit for costs related KPIs (cost per conversion, cost per confirmed conversions, cost per pages views, cost per daily unique users on site, cost per unique users on site, cost per revenue) as well as volume achievement ratio in the reporting tab.

To set your media costs, you need to enter:

Flight dates :

You can define several flights for one single insertion. The different flights correspond to different period of times with different prices.

By default, the flight dates settings are the ones defined when creating the insertion (in the Insertion Properties tab), but you can set several flights for different periods, provided that they remain within dates defined for the insertion and that they do not overlap.

Click on the New Flight link at the end of the form to define an additional flight.

Model :

– CPM ( cost per mile impressions)

– CPC (cost per click)

– CPA (cost per action, ie: cost par conversion)

– Flat rate (overall fixed amount )

If you select the CPA model , menus will appear and allow you to select the conversion type(s) ( post-click, post-event, post-visibility and post-impression ) the conversion page(s) to be taken into account (by default all types and conversion pages are included).

Volume

Define the volume of targeted impressions, clicks or conversions (according to the cost model selected)

This volume corresponds to the maximum chargeable volume stated on the insertion order and is the volume taken into account for the calculation of the costs related metrics.

Bonus volume

If applicable, you can enter a bonus volume. This correspond to a free volume granted on the insertion order, and is not taken into account for the cost related metrics calculation.

Budget

The budget corresponds to the total maximum amount of media spending agreed on the Insertion order for the agreed volume.

Unit cost

You may have to enter a unit cost if the insertion order does not state a total amount of spending nor volume but an agreed unit price (CPM, CPC or CPA) over time .

You have the possibility to combine different cost models for one single flight. You could apply for instance a CPC and a CPA combined cost.

Click on the + icon to add a new line and define a second cost model for the same flight.

Note :

– If the budget and the volume are defined, then the unit cost field is automatically calculated and filled out.

– If you define a unit cost along with a volume, the volume will be taken into account for the calculation of the achievement ratio but not considered as the maximum volume to taken into account for the cost calculation.

Important : adperf does not manage different currencies , make sure to set amounts corresponding to one single currency to get relevant cost metrics.

Multiple Costs & volumes Changes:

Configuring 3rd party tags for an insertion

The 3rd Party Tags tab on the Insertion level configures 3rd Party tags for an insertion.

This tab provides a summary view of all 3rd party tags (external tags) that apply to a single insertion and allows you to configure them. These tags will be enclosed into Weborama Campaign Manager display tags to be triggered when an impression is delivered or when a user clicks on a any creative within the insertion. If there are third party tags configured on the campaign and/or site/offer levels that apply to all insertions of the campaign or site/offer, they will be listed first. They cannot be edited or deleted from this tab. To edit them refer to the level in which they were created. (“3rd party tags” tab on the campaign or site/offer levels). Next are listed the 3rd party tags configured for the selected insertion. To edit or create tags, fill out the following fields:

Label: Enter a name that clearly defines the tag to be triggered
Type: Set the type of code:
- “Pixel for impressions”: An image code triggered on impression.
- “Pixel for clicks”: An image code triggered on click.
- “Additional script for impression”: Javascript code triggered on impression.
Url: Copy the url of the tag to be triggered into this field (provided by the 3rd party)

Click “+” to add and configure another 3rd party tag.

Click Play / Pause to enable or disable the tag triggering. When you add a new tag, the default setting is “play”.

Click “remove” to delete the tag.

Note :

Additional macros can be inserted to the 3^rd party tags allowing the 3^rd party to retrieve information concerning the ad impression. Refer to the list of additional macros for more information.

Multiple Changes:

When you edit multiple insertions simultaneously, the third party tags listed are those of the last selected insertion. Non-editable fields do not appear. When you edit a field, an icon appears in front of it to signify that the modification will apply to all insertions selected. The number of insertions it applies to is displayed beside the title in the editing window and next to the “Edit selected” button.

Duplicating, Deleting, or stopping an insertion

The Insertion drop-down menu allows you to delete, duplicate, and mark the insertion as ended.

Select “Duplicate” to duplicate the insertion within a site/offer. You can choose whether or not to include the creatives assigned to the insertion.

Choose in which site/offer and in which campaign you wish to duplicate the insertion. Check the “Include assigned creatives” option to duplicate the creatives as well.

An identical duplicate of the insertion will be made (including their settings). You can choose to edit or delete specific settings later.

Select “Delete” to delete an insertion. This option is only available if the insertion is void of statistics for the campaign.

Select “Mark as ended” to end delivery for the selected insertion.

In this case the creatives will no longer be delivered. If delivery is not stopped on the ad network side, a white pixel will be delivered. The insertion will no longer gather clicks or impressions but may continue to count conversions during the tracking times you set. The insertion will be set to “Ended” and marked with a red dot.

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