About Adobe Advertising Search, Social, & Commerce
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- Search Introduction
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Adobe is the market and technology leader in customer experience solutions. Adobe Advertising simplifies the delivery of advertising campaigns cross-channel for brand and performance campaign management across any screen, in any format. Adobe Advertising consists of three sub-solutions: Advertising Search, Social, & Commerce for search, shopping, social, audience network, and performance max channels; Advertising DSP (Demand Side Platform) for display channels; and Advertising Creative for creating end-user experiences for your display ads.
As part of Adobe Advertising, Advertising Search, Social, & Commerce combines best-of-breed portfolio-based ad management with intelligent campaign forecasting and targeted ad delivery for data-optimized advertising.
AI-driven technology for ad optimization
Search, Social, & Commerce automates and optimizes bid and budget management for ad campaigns across ad networks within the boundaries of an advertiser’s business objectives, metrics, budget, and other business constraints. It tracks the click, cost, and conversion history for each of an advertiser’s keywords and ads, as well as information about the bid landscape on each marketing channel. Using a portfolio theory approach, the optimization capability compares all possible allocations of your budget across an entire portfolio of campaigns to determine the bids and campaign budgets that will yield the highest possible return on ad spend, and it executes the bids, budgets, and bid strategy targets accordingly. The optimization capability constantly monitors an advertiser’s keywords and ads, dynamically adjusting bids, budgets, and targets as the marketplace changes.
Multiple types of optimization are available, allowing Search, Social, & Commerce and the ad network varying degrees of control over bid optimization. Depending on the optimization type, you can optimize your portfolios using conversions tracked by Adobe Advertising, Adobe Analytics, Google Ads, Google Analytics, or other first-party enterprise feeds.
Depending on your role, you may be able to view portfolio performance simulations, which use predictive modeling to identify your optimal spend point, and detailed forecast accuracy reports. All users can use the Spend Recommendation Tool to identify the optimal budget distribution across portfolios.
For more information, see the Portfolios chapter in the Optimization Guide, which is available within Search, Social, & Commerce.
The advertising management interface
Search, Social, & Commerce provides comprehensive campaign management, optimization, tracking, and reporting across your ad networks. In the ad management views, you can:
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Campaign management: Sync your ad accounts for supported ad networks, and then set up and manage many campaign types manually, using bulksheets, and automatically using inventory data feeds.
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Optimization: Group your campaigns and ad sets into different types of portfolios for optimization. Use portfolio simulations to predict the impact of changes to the spending strategy and other portfolio settings.
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Campaign tracking: Set up access to other ad campaigns for which you want to only track and report. This may include uploading campaign data and metrics.
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Reporting: Monitor and analyze the performance of your portfolios and any other campaigns that you’re tracking via performance data views and detailed, customizable reports. You can include conversion metrics from Adobe Analytics, Google Ads, Google Analytics, and your other first-party enterprise feeds in data views and reports.
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Configure the various performance data views for optimal visibility into the performance data that matters to you.
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Automate report production using report templates and spreadsheet feeds.
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For portfolios, prescriptive insights also provide visual, actionable data that you can use to improve performance.
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See “Supported Inventory” for more information about support for different ad networks and ad types.
Integration with Adobe Experience Cloud solutions and services
Native integrations with Adobe Analytics and Adobe Audience Manager let you connect your data and audience segments for ad targeting, Google Ads audience creation, optimization, and reporting/analytics.
For more information about integrations with these and other Adobe products, see “Integration with Adobe Experience Cloud solutions and services.”
Conversion tracking
Adobe Advertising optionally provides a proprietary, pixel-based conversion tracking service to track online conversions for ads that link to your websites. When you use the pixel tracking service, Adobe Advertising tracks the clicks on your ads and the resulting transactions/conversions on your websites, precisely mapping each sequence of clicks and impressions to conversions. You can use the tracked conversions for bid and budget optimization.
The service allows you to optimize to different data attribution rules for the events that lead to a conversion (such as attributing conversions to the last related event or weighting the last event more). It also provides access to advanced reports that can be used to improve conversion rates, visibility into click assists, and analysis of day-of-the-week and intraday trends.
For more information about tracking, see the chapter on “Tracking.”
Advertising
- What’s new
- About this guide
- Introduction
- Getting started
- Common tasks
- View data for another advertiser
- Edit settings directly within a row
- Customize data views
- About customizing data in campaign management views
- Manage default and custom views
- Ad hoc view settings
- Manage custom metrics
- Common navigation, editing, and selection tasks
- Tracking
- About tracking
- Click tracking
- Set up cookie-based click tracking
- When and how to generate click-tracking URLs
- Components of click-tracking URLs
- Standard formats for click-tracking URLs
- About click-tracking URL formats
- Click-tracking formats for Baidu
- Click-tracking formats for Google Ads
- Click-tracking formats for Microsoft Advertising
- Click-tracking formats for Naver
- Click-tracking formats for Yahoo! Display Network
- Click-tracking formats for Yahoo! Japan Ads
- Click-tracking formats for Yandex
- Optional tracking parameters for click-tracking URLs
- Standard formats for click-tracking URLs
- Adobe Advertising cookies (link)
- The AMO ID (s_kwcid) tracking parameter
- Conversion tracking
- Conversion tracking options
- Adobe Advertising conversion tracking
- About Adobe Advertising conversion-tracking tags
- Format of JavaScript conversion tracking tags version 3
- Format of JavaScript conversion tracking tags version 2
- Format of image conversion tracking tags
- The Adobe Advertising JavaScript conversion mapping tag
- FAQs about conversion and page view tracking tags
- Adobe Analytics conversion tracking
- Advertiser-tracked conversions using feeds
- FAQs about tracking
- Campaign management
- Introduction
- About campaign management in Search, Social, & Commerce
- Overview of implementing ad network accounts and campaigns
- Monitor and manage the performance of your ad network campaigns
- Google Ads conversion data in Search, Social, & Commerce
- Microsoft Advertising conversion data in Search, Social, & Commerce
- Setting up accounts
- Implement Naver tracking-only accounts
- Managing campaigns
- Options for managing ad network campaigns
- Managing data within the Campaigns > Campaigns views
- Create and edit campaign data in bulk using copy and paste
- Campaigns
- Ad groups
- Keywords
- Ads
- About ads
- Manage ads
- Ad settings by ad network
- Baidu text ad settings
- Google Ads call-only ad settings
- Google Ads expanded dynamic search ad settings
- Google Ads responsive search ad settings
- Microsoft Advertising expanded dynamic search ad settings
- Microsoft Advertising multimedia ad settings
- Microsoft Advertising product ad settings
- Microsoft Advertising responsive (audience) ad settings
- Microsoft Advertising responsive search ad settings
- Yandex text ad settings
- Product groups
- Placements
- Auto targets
- Audiences and audience targets
- Ad extensions
- Managing bulk data via bulksheets
- About managing campaign data using bulksheets
- Set up an FTP account for uploading bulksheets
- Download/Create a bulksheet file
- Validate landing pages in bulksheet files
- Export a generated or uploaded bulksheet file
- Upload a bulksheet file or corrected error file
- Post bulksheets or corrected error files
- Bulksheet errors
- Delete uploaded bulksheets and error files
- Stop a bulksheet job in progress
- Required/Included data in bulksheets
- Supported bulksheet file formats
- Operations you can perform in bulksheets
- Required bulksheet data for Baidu accounts
- Required bulksheet data for Google Ads accounts
- Required bulksheet data for Microsoft Advertising accounts
- Required bulksheet data for Naver accounts
- Bulksheet data for Yahoo! Display Network accounts
- Bulksheet data for Yahoo! Japan accounts
- Required bulksheet data for Yandex accounts
- Automating campaign data using inventory feeds
- Implementing campaigns, ads, and conversions with unique workflows
- Implement Google Ads enhanced conversions for leads
- Implement Google Ads dynamic search ads
- Implement Google Ads performance max campaigns
- Implement Google Ads shopping campaigns
- Implement Microsoft Advertising enhanced conversions for offline conversions
- Implement Microsoft Advertising shopping campaigns
- Manually synchronize ad network data
- Assign campaigns to a portfolio
- Remove campaigns from a portfolio
- Managing label classifications
- About label classifications
- Create a label classification
- Assign classification values to account components from campaign management views
- Assign classification values to account components using bulksheets
- Remove label classification values from account components
- Delete label classification values
- Delete label classifications
- View and create ad assets
- Best practices for search campaigns
- Maximum number of objects per ad network account
- FAQs about campaign management
- Introduction
- Insights and reports
- Advertising Insights
- Reports
- About reports
- The initial setup tasks for reports
- The data used for reports
- Managing reports
- Basic and advanced reports
- About basic and advanced reports
- Basic report formats
- The Ad Group Report
- The Ad Variation Report
- The Campaign Report
- The Campaign Hourly Report
- The Constraint Report
- The Keyword Report
- The Label Classification Report
- The Label Value Report
- The Network Constraint Report
- The Portfolio Report
- The Product Group Report
- The Search Engine Account Report
- The Search Engine Report
- Advanced report formats
- Generate a basic or advanced report
- Basic and advanced report settings
- Report columns for basic and advanced reports
- Assist reports
- Specialty reports
- About specialty reports
- Specialty report formats
- The AdWords and Bing Audience Target Report
- The AdWords Conversion Report
- The AdWords Geo Report
- The AdWords Search Query Report
- The AdWords Shopping Performance Report
- The Bing Ads Geo Report
- The Bing Ads Search Query Report
- The Campaign Daily Impression Share Report
- The Google Asset Group Performance Report
- The Keyword Daily Impression Share Report
- The RSA Asset Report
- The MSA Ad Extension by Ad Report
- The MSA Ad Extension by Keyword Report
- The MSA Ad Extension Detail Report
- The MSA Network Impression Share Report
- The MSA Network Performance Report
- Generate a specialty report
- Specialty report settings
- Report columns for specialty reports
- Model accuracy reports
- Generate a report from an existing report
- Generate a report from a template
- Delete reports
- View or save a report
- Basic and advanced reports
- Automating reports
- Report templates
- Spreadsheet feeds
- About spreadsheet report feeds
- Create an Excel template for a spreadsheet report feed
- Create a spreadsheet report feed
- Edit spreadsheet report feed settings
- Manually refresh spreadsheet report feeds
- View or save a spreadsheet report feed file
- Delete spreadsheet report feeds
- Spreadsheet report feed settings
- FTP access to reports
- How attribution rules are calculated
- FAQs About Custom Reports
- Notifications
- Custom alerts
- View the Change History Report
- Recommendations and publisher insights
- Tools
- Administration
- About roles
- Manage credentials for ad network manager accounts
- Sync Adobe audiences
- Configuring data sources
- About syncing Google Analytics conversion metrics
- Prerequisites for configuring a Google Analytics data source
- Configure a Google Analytics view as a data source
- Edit a Google Analytics data source
- Pause syncing of a data source
- Reauthenticate a Google Analytics data source
- Google Analytics data source settings
- Appendix - Available Google Analytics metrics
- Managing an advertiser’s conversion metrics
- Get help
- Glossary