TABLE OF CONTENTS
- Device Types
- Fold Bid Adjustment
- Impression Cap
- Ad Environment
- Supply Vendor
- In-Banner Video
Within an Ad Group, there are several optional features that allow for flexibility in maximizing dollars and strategically reaching your audience.
Several of the advanced settings allow you to set Bid adjustments to increase or decrease ad placement bids based on advanced targeting constraints, like above and below the fold, that change the value of the placement you’ve bid on, allowing you to target efficiently while reducing wasted impressions. Bid multipliers tell the system how aggressively to bid on certain variables. Bidding 1.0 bids your base bid, while setting a bid multiplier of <1.0 bids beneath the base bid and bidding >1.0 bids more aggressively.
Device Type targeting optimizes ads served on specific devices:
- Desktop/Laptop: all desktop computers
- Mobile: all smartphone devices
- Tablet: all tablet devices
- Connected TV: over-the-top devices and smart TVs
- Other: When reporting out on performance for device types, keep in mind that a <null> value indicates that no device type was passed to Choozle. Other indicates that the device type was returned, but is unknown.
You can target these device types either during ad group creation or edit them after an ad group has been created.
Fold Bid Adjustment
You can adjust how much the system bids based on where inventory is located on a web page.
- "Above the fold," a term borrowed from print media (referring to the fold of the newspaper), refers to the placement of an ad on a web page. An ad that is viewable as soon as the Web page populates is considered "above" the fold.
- "Below the fold" is an ad that requires a user to scroll down (or sideways) to view.
You can select days/timeframes in which you want to serve ads to users (i.e. 9 am-5 pm Monday-Friday).
Unlimited Frequency: When enabled, this setting removes any frequency limitations, allowing an ad group to bid an unlimited number of times per viewer regardless of how recent a user was already served an ad.
- When Unlimited Frequency is enabled, the Frequency Pricing Cap (F-Cap) cannot be applied.
- It is important to note that if you have Unlimited Frequency enabled, you will likely see a lower click-through rate (CTR) as you are serving more impressions to the same user and it is unlikely that they will click every time. This could also increase your CPM costs and overall campaign budget if applied.
- Without a frequency cap, your ad may get shown to one user several times a day. This can result in ad fatigue and may turn a visitor off to your brand.
Frequency-Cap: The system's default frequency of serving ads is 3 impressions every 8 hours per cookie profile. If you wish to serve more impressions or fewer impressions to a single user within a period of time you can adjust the impression number and/or time frame of the impressions.
Similar to setting a frequency cap, you can also set a limit on the number of impressions served in a single day (daily ad group impression cap) or in total for the ad group (total ad group impression cap).
Choozle has several auto-optimizations that are enabled by default on all ad groups. These auto-optimizations automatically adjust your bidding strategy and allow the system to do some of the work for you based on the ad group's performance!
- Pacing: If pacing is turned "on," you will spend evenly throughout the day. If pacing is turned "off," the system will spend your budget as quickly as it can find the intended sites and users. You should leave pacing "off" user-targeted campaigns
- Creatives: When enabled, if multiple creatives with the same ad format are assigned, the system will automatically weigh more impressions to the top-performing creative based on the ad group's configured goal.
- Supply Vendor: When enabled, supply vendor bid adjustments are automatically configured to achieve the ad group's configured goal
- Site List: When enabled, the site lists are automatically created and added to the ad group to achieve its configured ROI goal.
Consumers can see advertisements through a variety of different internet environments. Selecting the ad environment enables you to control which forms of the internet you want your ads to be shown on. By default, all ad environments will be enabled to provide you maximum available inventory. At least one ad environment must be selected. Reporting on ad environment performance is available upon request.
- Mobile Optimized Web: If selected, your ads will be shown on mobile devices through the device's web browser apps like Chrome, Firefox, or Safari. This ad environment should be enabled if you are targeting mobile devices.
- In-App: If selected, your ads will be shown within apps on devices. Apps will appear in the site list reporting often with the app store name or a number convention and can be applied in site lists. Consider de-selecting this ad environment for some conversion campaigns or if a campaign KPI is bounce rate.
- Web (PC & Mac): If selected, your ads will be shown on desktop devices through the web. This ad environment should be enabled if you are targeting desktop devices.
Choozle enables marketers to execute digital advertising campaigns that bid on inventory from more than 45 ad exchanges and networks. Leveraging supply vendor optimizations allows you to override the system's auto-optimization and manually select the supply vendors on which you want to bid. Reporting for supply vendors is available in the detailed report available for download in-platform.
- Disable the Auto-Optimization for Supply Vendor to access the manual supply vendor optimizations.
- Select "Target all supply vendors" option for all available supply vendors to appear in alphabetical order.
- Select "Target all supply vendors" to unselect or select all vendors.
- Select or unselect the specific vendors you want to target.
- If a box is checked, the system's auto-optimization will bid on that supply vendor.
- If a box is unchecked, you will not bid on that supply vendor.
- Certain supply vendors only support certain device types, ad environments or creative formats. Cross-reference our Supply Vendor solution to confirm you are not reducing your available inventory based on your Advanced Settings selections.
Refine your ad group's targeting to reach specific internet browsers. Changing browser selection allows you to control which browsers your ads are shown on, which you may want to control for improved performance or customer experience. By default, all internet browsers will be enabled to provide maximum available inventory. At least one internet browser must be selected. Reporting on internet browser performance is available upon request. Available internet browsers include:
- Internet Explorer 7, 8, 9, 10 and 11
If you have selected video as your creative format, you will have the additional option to exclude in-banner video. In-Banner is a video size that classifies players that either have a height or width less than 20 pixels or are within 7 pixels of the most common in-banner formats (300x169, 300x250, 300x225, 336x280, 300x600, 300x100, 728x90, 160x600, 120x600).
Excluding in-banner video can help drive better video performance metrics such as completion rate and cost-per-completed view since you will only be buying inventory that tends to be higher quality.