Digital Advertising Made Easy CAMPAIGN OVERVIEW. Campaign Planner Guide CPM Cheat Sheet Smart Container Tag Reporting

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1 CAMPAIGN OVERVIEW Campaign Planner Guide CPM Cheat Sheet Smart Container Tag Reporting

2 Campaign Planner Guide 1 Complete Campaign Parameters The first step in creating a digital advertising strategy is to outline the details of your campaign. These details can help guide you in determining the tactic that will provide the best results. Budget Primary Goal Flight Dates Geolocation Select a monthly budget Select Reach, CPA, CPC, or CTR The dates you want the campaign to run Your geolocation constraint may impact the delivery of your campaign 2 Select Targeting Tactics and Strategies Based on Your The monthly budget for digital advertising can help guide you in determining what tactics and strategies to use. Using the appropriate monthly budget bracket, select the recommended quantity of strategies. *You may choose any tactic more than once if you would like to target different audiences. $1 5K $5 10K $10 20K $20K+ Choose 2 of the following: Choose 3 4* of the following: Choose 3 4* of the following: Let us help reach out to Choozle s Support Team! Keyword Keyword Keyword And Choose 2 of the following: IP CRM Video 1

3 Campaign Planner Guide Strategies & Tactics Primary Goal Description Cost Best Practices Use third-party data to target demographic, psychographic, interest and purchase behavior characteristics Cost incremental on segments utilized Fixed-dollar or percentage cost model Ranges from $0.10- $8.00 CPM Cost incremental on segments utilized Fixed-dollar or percentage cost model Segment costs range from $0.10-$8.00 CPM Reach your audience while they are viewing related content, targeting by category or site None, except for media placement fee Build a comprehensive list of categories or sites for sufficient inventory Set continue bidding factor to 0 for exclusive contextual targeting Keyword Target specific websites which contain certain keywords or key phrases most relevant to your ad Increased data CPM of $0.42 for display and $0.50 for video Upload a minimum list of keywords This strategy should not be used in conjunction with any other strategies and should be kept alone in an ad group to ensure the additional CPM is not charged on standard contextual ad placements Re-engage previous website traffic throughout their long-term or recurring customer lifecycle None, except for media placement fee Place the Smart Container Tag for a minimum of 30 days prior to the campaign launch to maximize cookie profile collection Consider segmentation of site traffic by product or position of customer funnel IP Narrow audience reach by IP address for hyper-location targeting No cost to utilize this strategy if uploading your own IP list Ideal for B2B Upload own list in an IPv4 format for free targeting Upload lists for inclusion or exclusion Package required CRM Upload CRM list s to target customers in another medium through digital advertising No cost except for media placement fee to utilize this strategy once the list is uploaded and matched Ideal for B2C Provide your own list of s, often available from CRM systems Upload lists for inclusion or exclusion Ideal for B2B Upload own list in an IPv4 format Upload lists for inclusion or exclusion Video Reach customers in-app, in-stream and in-banner, with this dynamic format Incremental cost based on bid strategy Set CPMs aggressively to account for the competitive nature of this creative type 2

4 CPM Cheat Sheet CPM Guidelines: For the Visual Learners: Notes & Best Practices These CPMs are guidelines. Variables such as those listed below will greatly impact the CPMs for your campaign. Flight time size Creative Assets Zip code level targeting Ready to launch a campaign? Schedule a session with us and make sure to have your ABC s ready: Audience Budget Creative Assets

5 Choozle Smart Container Tag With the Choozle Smart Container Tag, you can effortlessly track conversions and converted users, explore a data visualization of your website traffic, and identify website visitors so you can retarget them later. What s the Smart Container Tag? A time-saving code snippet added to the universal header of your website that captures data about your website visitors online activity. The tag tracks conversions, gathers audience insights, and collects user pools for retargeting. How It Works When you sign up for Choozle, a unique code snippet is created for each individual account. Get your code snippet on the Choozle Account Overview page or in Manage My Sites. The code snippet only needs to be placed once in the universal header of your website. After that, the tag automatically tracks conversions and collects user profiles for all pages where the tag is placed, saving you time and resources. Campaign Conversions Using the Choozle Smart Container Tag you can automatically track conversion events driven by your digital advertising campaign. The ideal conversion tracking is for any event that leads to another URL or page where the Smart Container Tag is placed. Up to five different conversion events can be used for each campaign. Notes & Best Practices The Choozle Smart Container Tag is compatible with other tag management solutions. The tag provides tracking for all active on your account. The code snippet only needs to be placed once in the universal header of your website.

6 Reporting With API, dashboard, and detailed reporting, you have a view into performance at every level of the campaign. What Are Choozle s Reporting Capabilities? Choozle offers API, dashboard, and detailed reporting. You can export reports as PDF or.csv files for and ad groups. Metrics include clicks, spend, impressions, win rate, cost per thousand impressions (CPM), click-through rate (CTR), and cost per acquisition (CPA). Detailed reports include metrics on creative assets, site, and data performance. $ $ How It Works Detailed Reports Downloadable Detailed reports provide performance insights into the following: Ad groups Creative assets Sites Ad formats categories Dates Third-party data API Reporting Choozle offers an API for campaign reporting and can transfer your data to third-party reporting tools. Dashboard Reporting Our dashboard visualizes your campaign and ad group s performances. Key metrics include spend, impressions, CTR, and CPA. Pacing indicates if the campaign budget is being used efficiently and easily indicates if the campaign budget is being spend relative to spend goals. The real-time feedback from the dashboard offers insight into when and where optimizations can be made to improve performance. Notes & Best Practices For more information on optimization, watch Optimizing the Campaign on Choozle Academy or read Optimizing Campaign Performance in the Choozle Support Center.