Ad Group Setup

Each of your campaigns are made up of one or more ad groups that can be managed individually. This allows you to adjust a single variable, such as bids, budget, creative, and more, within one ad group without affecting the success of other ad groups.

GUIDE


Getting Started

An ad group is a single set of ads with an associated bid and audience within a campaign. Each of your campaigns is made up of one or more ad groups that can be managed individually. This allows you to adjust a single variable, such as bids, budget, creative, and more, within one ad group without affecting the success of other ad groups within your campaign. 


Using separate ad groups allows you to group similar targeting strategies or ad format types into their own ad group. It can be helpful to organize separate ad groups based on the targeting tactic, ad format, or position in the marketing funnel. 




Another use case for separate ad groups can be when your offer multiple product types for your business (if you’re a caterer, for example, you could have different product-oriented Ad Groups for wedding catering and party catering).


If you have multiple ad groups you will see them as components of your overall campaign in Choozle in the Campaigns Tool. 




Create an Ad Group


The setup of your ad groups can vary based on the targeting tactic or ad format you've selected for the specific ad group. If you want specific details on how you should set up your ad group based on targeting tactics, view the Knowledge Base article on Targeting Tactics. 


Below is a general overview of the information needed to set up an ad group in Choozle. 

  1. After you have created your campaign, you will be instructed to set up your first ad group. If you would like to create additional ad groups you need to select add a New Ad Group.
  2. Define your ad group settings, goals, budget, and bids. 
  3. Select a creative type. Select from Static Display, Mobile, Video, Third-party display, Third-party video, Native, Connected TV, or Audio. Only one creative type can be selected for each ad group. If you would like to use other creative types you will need to create an ad group for each creative type. 
  4. Select a Geolocation . Geolocation is a required component of all campaigns within Choozle and is set at the ad group level. All countries, states/provinces/regions, and cities/DMAs are available directly within the Choozle platform. For more granular targeting, postal code lists can be created and uploaded into the platform for any country that has a uniform postal code system.
  5. Select your targeting tactic or strategies. For more information on the different types of targeting tactics available and how to set them up view the Knowledge Base article on
  6. Review your advanced settings to make additional bid adjustments based on device types, fold placement, scheduling, and more. For more information on the different options available under advanced settings and how to set them up view the Knowledge Base article on Advanced Settings. 
  7. Save ad group.


Budgets and Bids

As you are setting up your ad group there are a few financial factors to consider when budgeting. These include:

  • Base Bid: The starting point for your bidding before any adjustments. If you have no bid adjustments this will be your bid. Just like at an auction, a base bids is the starting point for where you would feel comfortable beginning all bidding. If the system can win you an ad auction at a price point lower than your base bid, it will do so. Bid adjustments will take place automatically in the ad exchange between your base and max bids.
  • Max Bid: The upper ceiling of your bid. Even with bid adjustments from advanced features, you will not exceed your max bid. Max bids are the cap set on any bid you would be willing to have submitted on your behalf in the ad exchange auction for an open ad. Choozle recommends that your max bid is at least 2x higher than your base bid. By setting your max bid higher, you enable your ad to be able to win more impressions and have adjustments made within the auction environment that have to room for application and optimization.
  • Daily Ad Group Budget: The targeted maximum spend per day for the desired ad group. The daily ad group budget is an amount that you set for each ad campaign to specify how much, on average, you'd like to spend each day. The system will automatically evenly distribute your entire ad group's budget when the daily budget is selected if you have a selected end date. If no end date is selected for the campaign, adding a daily group budget will enable your budget to not be used up if a high volume of impressions is possible.
  • Total Ad Group Budget: The targeted maximum spend throughout the life of your ad group. The total ad group budget is the overall amount that can be spent in the duration of your campaign. The total of all the ad group budgets for the campaign should add up to the overall campaign budget and should also not surpass the overall daily budget. If you do not set an end date for the campaign, the campaign will run until the budget is exhausted.
  • Different Bids based on Ad format: Different channels and creative units can require differing CPM bid levels. For more information on CPMs, go here. To avoid wasting bid dollars, we recommend breaking out the following types into separate Ad Groups:
    • Display typically requires the lowest CPM bid.
    • Video typically requires the highest CPM bid.

Ad Group Goals

A goal specifies the target performance metric for your channel. Goals are set at the ad group-level and are important because they inform our system's site, supply vendor, and creative auto-optimizations.

Possible goals include:

  • Reach: This goal is focused on helping you reach the most unique users. By setting this as your KPI at the ad group level, our system will optimize towards the lowest CPM per user. A ‘Reach’ goal will help your ad group to serve more impressions on inventory that is achieving the highest amount of viewers seeing your ads.
  • Cost per acquisition (CPA): A ‘CPA’ goal will help your ad group to serve more impressions on inventory that is achieving your desired cost-per-acquisition (cost of converting a user once). CPA ad group goals will only work if the Choozle Smart Container Tag is placed on the conversion event’s root URL. If you have multiple conversion events set at the campaign level, the CPA will be aggregated to include all conversion events. Ideally, this metric should closely represent the target you wish to pay in order to attain a conversion.
  • Cost per click (CPC): A ‘CPC’ goal will help your ad group serve more impressions on inventory that is garnering an average cost-per-click equal to or less than the desired CPC. Cost per click will look towards simultaneously increasing the number of impressions won on inventory that's clicked through while simultaneously looking to decrease your CPM.
  • Click-through rate (CTR): A ‘CTR’ goal will help your ad group to serve more impressions on inventory that is achieving an average click-through rate or greater than the CTR goal you set. The goal would be to win more impressions on inventory that produces more clicks, not necessarily pay more (which may cause you to win fewer impressions). This figure should represent the target percentage of users you hope to click on your ad.
  • Cost-per completed view: CPCV or cost per completed view is calculated by dividing the total spend by the number of completed views. You can also expect very low targets for cost per completed view—around $0.50 -  $1.00 (USD)—for publishers with high CPMs. This is an ideal goal if you are leveraging video, connected TV, or audio ad formats. 
  • Completion Rate: Represents the percentage of impressions in the campaign that reached completion of the ad. Completion rates for connected TV are extremely high (in the range of 80% to 97%), as the environment doesn't allow for skipping the videos. This is an ideal goal if you are leveraging video, connected TV, or audio ad formats.

 

Creative Assets

Once your creative assets have been uploaded to the Creative Asset Library, they can be added to your ad group within the Creative section. Please note that there may only be one creative type per ad group, so display would need a separate ad group from third-party display, video, etc.


You may select more than one creative at once, using our bulk selector. 

Targeting


Within the targeting section of the ad group, enter the geolocation for the ad group (a required field for all ad groups) and any other desired targeting constraints. For details on the available targeting tactics and on when and how to leverage them, refer to this resource.

 

Advanced Settings

Finally, within the bottom of each ad group, advanced settings are available. Please refer to this resource for a detailed overview of the available advanced settings, including frequency and dayparting.




Cloning Ad Groups

Cloning ad groups helps save time by creating copies of existing frameworks, which streamlines set up and allows for easy edits to be made between similar ad groups.


To clone an ad group, click the blue ad group-level Action button and select Clone Ad Group.

You'll be asked where you want the cloned ad group to go. 

  • Different Campaign: Clone the ad group into a different campaign that is already built. This is a great option to consider if you want to clone one month's campaign into the next month's campaign. Just don't forget to create your new campaign before you try to clone your ad groups.
  • Same Campaign: Clone the ad group into the same campaign, which allows for efficient setup of similar ad groups. This is a great resource to consider when you are first setting up a Choozle campaign and want to replicate attributes like geolocation and creative from your first ad group into your additional ad groups. 
 

Cloning ad groups will copy all budgets, targeting constraints, and creatives. Please note that the creative type is copied and cannot be changed in a cloned ad group. Therefore, in order to have an ad group for a different creative type, a new ad group would need to be manually created.

Archiving Ad Groups

You can archive specific ad groups using the blue Action button at the ad group-level. Archiving an ad group removes it from your campaign view, though any metrics would still be included on the Campaigns dashboard. You will then have the option to unarchive an ad group, using the same blue Action button.


Archiving ad groups is a great option if your campaign is still running but a particular ad group is no longer applicable and you'd like to remove it from view.