Account Structure and User Interface

Transcript

Hi, welcome to the Adobe Advertising Cloud Campaign Home Course. Our agenda for today will be to introduce you to the Adobe Advertising Cloud Platform, then we’ll dive into the platform together and I’ll show you firsthand some tips and tricks for easy navigation. In this course, we’ll be covering two main learning objectives. First, we’ll review the structure of the Adobe Advertising Cloud account. And second, I’ll log into the platform and show you what Campaign Home looks like and what each part does. So by the time you finish this training, you’ll be able to seamlessly navigate through the platform with confidence and ease.

So let’s get started and cover the structure first.

Here, we can see the platform structure. At the top of the hierarchy, we have the account which houses all of the client or advertising information under a single login. Underneath the account, we have the advertiser, which is specific to the brand. Each account can have multiple or even just one advertiser within the account. It just depends on how many brands are within your account. The campaign is the overarching framework of the organized strategy and it houses all the flight settings. All campaign-level settings automatically apply to each campaign and placement within the campaign. Next, within the campaign, there are packages. Each campaign can contain one or more package. Each package includes a group of placements for reporting and pacing purposes. So although packages are optional, they are recommended. Since packages help when keeping campaigns organized, they also help with pacing and performance as well. For instance, packages are used to group placements for delivery, to set a budget, performance goal, and custom flighting strategies as well. The DSP organizes packages by shifting budgets to the best performing placements in the package, and you can organize packages by the placement format, inventory type, data provider, persona, and any other distinguishable characteristics. Next, we have placements. A placement stores targeting parameters for one or more ads in the same ad type. You can create a placement for a single campaign or package and then assign ads to it. Once you assign an active placement to an active package or campaign, then all active approved ads within the placement are then eligible to run based on the placement targeting parameters. Lastly, we have ads. The ad is the actual creative that the consumer sees or hears. So once your ads are set up, you’ll attach each ad to one or multiple placements. And from there, all active and approved ads in an active placement, in an active campaign are eligible to run based on the placement targeting parameters.

So now that we’ve covered off on the structure itself, let’s jump into a demo and explore Campaign Home together. So here, we can see the Campaign Home dashboard. When you log in, all current or scheduled campaigns are listed below for you to easily search and view, as well as high-level campaign metrics along the right side of the page.

To view a deeper dive into the package, placement, or ad section of a specific campaign, you just search for the campaign using the toolbar up top here or you can click into the campaign itself. You can see it on the dropdown.

Here, a new dashboard shows up and we can view this in the same order as the hierarchy that we just reviewed, first packages, and then you could toggle to the placement page and then toggle to the ads page last. To create a new package or placement, just click into the tab you wish to add, whether it be package, placement, or ads, and then click the Create button on the side.

At the top right, we can also toggle the dates and also change our view. The dates have a dropdown toggle with some easy-to-navigate preset dates here, month to date, last seven days, last 30 days, which are popular, or you can make your custom view by clicking on the calendar icon. You can also change your Eastern time to a different time zone.

We can also view this on a standard pacing view or standard performance view, or people can also create their own view which would really help save time based on your business objective. If you have certain metrics that you want to look at offhand or certain metrics that you always want to look at, you can create a very custom view, save it and then apply this.

As you can see, I’ve created my own custom view here. So you’ll see all these metrics change to the view that I wanted to see.

Here, we can go into the placements page for you to take a look at the placements, similar breakout to the package page as well. Another cool feature that we have is we have correlating graphs and additional metrics for you to view the graphs and the trends. To get the graph, you can click Table and Chart View.

The other view we had on was the table view, which gets rid of the chart. But for this view, what you can do is choose the different metrics that you want to look at. You can choose up to three trend metrics all in this dropdown.

Once you have your metrics, you can apply them and you can look at them separately. These are great for screenshots if you want to see performance over time. As well, you can change your time view, or you can also overlay all three metrics at once and get the trends there.

On the left-hand navigation bar, we have another section showing different parts of the DSP. We have our audience inventory reports, additional settings, resources, and help section. Within our audience, we have two dropdown options showing all audiences where users can access first, second, and third-party audiences to create their own audience libraries for targeting, as well as Boolean logic, so you can create and/or statements. There are also segments, which is where all of the first party and custom segments are ported in and housed at the account level.

Under inventory, we have two dropdowns. We have deals, which is where all of our private marketplace deals live. So all of our PMPs specific to our account are housed in this section. And then we have our on-demand gallery, which is where all advertisers can tap into for premium pre-negotiated inventory free of cost.

We have our reporting suite, which can be found here. This houses all of the previous reports that have been created in the account. And you can also have the option to copy, delete, edit, run these reports, or you can create your own reports with any custom metrics you want. We also have reporting templates available. For example, billing reports, where all of the pre-populated metrics are already within that report for easy access as well. In the settings dropdown, we have a few different portions here. We have a look into the account and advertiser, some admin details there. We can check user rate cards and fees. You can also manage your sites here. You can append and exclude sites at the account and campaign level. You can also create notifications for efficient account or campaign management.

Here, we have resources which is where our pixels live, custom events as well. And then we also have our help section, which is really useful. It has a ton of material including how-to’s, articles, and tips and tricks for people when navigating through the platform or just when it comes to campaign builds and best practices. So now that we feel comfortable in the platform, we can go back to looking at our learning agenda to make sure we covered off on everything we needed to do. We have our summarization of the structure for Adobe Advertising Cloud, going through that hierarchy, and what’s included in each, and then we also have our Campaign Home platform demo. So you should feel comfortable at this point moving around the platform and navigating some of the tips and tricks that we just showed you and think you’re ready for the next course. Thank you. -