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Campaign

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INTRODUCTION

Admin/Advertiser sets up campaigns, which could be picked up by affiliates and executed. Campaigns can be setup as CPM, CPC, CPA or CPS pricing models. Once the campaign is setup, advertiser can pick up the tracking code, either directly, or use container tag (preferred) to setup pixels on their website to enable tracking of conversion.

Contents

Campaign Creation

Input Information

Campaign setup, collects information in these broad areas,

  • Basic information about campaign
    • Name – Name which is used to identify the campaign
    • Visibility – Public, Pre-Approval, Application
    • Cookie Expiry Period – Time period
  • Pricing
    • Pricing Model – CPS (Cost Per Sale),CPA (Cost Per Acquisition/Lead), CPC (Cost Per Click), CPM (Cost Per Mille[1000 impressions])
    • Currency – In which the cart value/revenue etc. is tracked and reported
  • Expiry
    • Overall Campaign Expiry
  • Instructions to affiliates
    • Campaign URL – Default campaign URL which is used to setup default creative.
    • Discontinue URL – URL where user is redirected to in case a campaign is deactivated.
    • Descriptions – Description about the campaign that acts as instructions to affiliates. These are visible to affiliates when they see a campaign.
    • Modes of Delivery – Instructions to affiliate on modes of delivery allowed by advertiser, and further specific information regarding SEM/SEO keywords etc.


How Information flows


Campaign.png


Post Steps

Post filling all the information, a campaign is setup on the platform. This campaign would be live as per the start date setup. Once the campaign is setup, advertiser can pickup tracking code either directly, or setup a container tag and place the same on their site. Conversions would be tracked based on this pixel.

Campaign/Creative Targeting

Post campaign creation,advertisers/admin can setup targeting for this campaign. Targeting can also be setup at individual creative level. Targeting defines any rules for delivery of campaigns to specific OS, geography etc.

What can be targeted?


Targeting helps in reaching out to precise audience. TyrooCentral supports targeting in following broad areas,

  • Mobile related targeting
    • Mobile Carrier/Operator
    • OS
    • Browser
    • Device Model/Brand
  • Desktop related targeting
    • OS
    • Browser
  • Geo-targeting
    • Country
    • City


Redirection


If a creative/campaign doesn’t match any targeting, following redirection logic is applied.

In terms of hierarchy of execution -

  1. Geo Redirection URL: Select a country, select multiple campaigns (all or campaign list), add URL
  2. Campaign Wise Redirection URL: Invalid URL is the default
  3. Global Redirection URL: A URL, where all inactive clicks (mismatched targeting, inactive affiliate, inactive campaign, inactive creative etc.) are redirected to.

Creative Upload

Post campaign creation and setup, creative upload process follows. By default, one creative is setup on campaign creation, as text type, with Campaign URL as the destination url, which could be used by affiliates for deep-linking. Following hierarchy chart explains various options available to upload creative.


Creative.png

Single Upload

Using single upload either images could be uploaded, or linked from an external server. When a flash creative is uploaded, system auto-detects the click tag and inserts click macro. Similarly, for a 3rd party HTML tag, system auto-detects the click tag and inserts click macro. For other HTML and Mailer creative, {clickurl} can be manually inserted to enable click tracking.


Bulk Upload


Bulk upload supports image creative and text creative. It supports two methodologies to upload,

1. External URL’s – Create an excel in shared format with external url’s for images, and upload the same. All creative’s are created and associated with the campaign as per the details provided in excel.

2. Images in Zip – Create excel in shared format, with image name. Upload the excel and zip file, all images from zip file are created as creative, and associated with respective details provided in excel.


Destination URL Variables

Destination URL can be setup with some pre-defined variables associated, which will help pass certain information on the LP URL. This information can be used either by the advertiser directly, or it can be saved by advertiser to share back in case of S2S(server to server) integration, as cookies are not available in S2S integration. The variables which could be associated are,

- CookieID[%%cookieId%%] -> Unique ID which associates each click with the user. This is used for tracking the complete flow of information from click to conversion.

- AffiliateID[%%affiliateId%%] -> Unique ID which identifies affiliate on the platform.

- BannerID[%%bannerId%%] -> Unique ID which identifies the creative on the platform.

- CampaignID[%%campaignId%%] -> Unique ID which identifies the campaign on the platform.

- Subids[%%subId1%%]...[%%subId5%%] -> Information, which can be passed by theaffiliates during initiation of click. Affiliate passes this assubid1=<value>. An affiliate can pass upto 5 unique values with everyclick.



Creative Testing

Automated

Basic Rule: Size limit for any(hosted) creative is 45KB. During upload, if any creative crosses this limit, it is flagged and upload fails.


Other rules:


Flash: There needs to be a variable clicktag(or a variant) available in SWF. When uploading a swf banner, system sets the associated macro.

JS/HTML/Mailer: Before saving, it needs to be associated by click macro. If it is missing, system shows an error.


Workflow:

During upload, these rules are checked, and if any creative doesn’t follow, the upload is disallowed. The same happens for bulk upload.

Manual


Ability to test any creative from within the platform:

The creative that is visible to admin or advertiser during upload, is encoded with click url for master affiliate. Thus, clicking it should track a click and report the test as successful, and if the tracking doesn’t happen, it is reported as failed click test.



Campaign Payout/Affiliate Commission

Campaign payout defines the revenue this campaign generates for the platform. Hence, admin/advertiser sets up as per the decided model, the payout against campaign, so that real time revenue reporting could be done. Similarly, affiliate commission needs to be added,either against a specific affiliate or a default, applicable to all, so that real time commission could be attributed. An important component of these setups is effective date, which defines the applicability of the revenue model.If a same revenue model is applied for a campaign or an affiliate, it overrides the previous one as per the effective date.

Action Keyword


Action keyword is basically a variable available with advertiser, to support a different rate for everyconversion, based on real time constraints of a conversion. E.g. An IT lead vsa Non-IT lead for a Job site could be paid for in different rates.

Models



  • CPM – Cost Per Mille. A price per thousand impressions, along with effective date is setup.
  • CPC – Cost Per click. A price per click, along with effective date is setup.
  • CPL – Cost Per Lead. A price per lead, along with action keyword if any and effective date is setup.
  • CPS – Cost per sale. Action keyword and effective dates are setup, along with following price considerations.
    • Single Value – Fixed or Percent based single value could be setup. Percent works on cart value as passed by the conversion pixel during conversion. Sub-sale, which is second or third sale being done by the same user can be treated as a different payout.
    • Range – Fixed or Percent based ranges could be setup. E.g. If cart value is between 1-1000, pay Rs. 99, else pay 10% of cart value.


Piggybacking

Piggybacking or 3rd Party pixel is used by Affiliates for real time tracking of conversions/clicks. Every time some event happens, which can be a click, lead, or sale the piggybacked pixel or postback-url of the initiating affiliate is fired. An important functionality for piggyback pixels is the variables that are sent back to the affiliate.


Variables which are available to be sent back are,

1) TransactionID of Advertiser

2) LeadID of advertiser

3) Conversion ID of our System

4) Sale Amount

5) Quantity

6) Optional Information from Advertiser

7) Cookie ID

8) Subid’s from Affiliate

9) Campaign ID


The piggybacking pixel can be setup –

1) For all campaigns for an affiliate (GLOBAL)

2) For a particular campaign for an affiliate

3) For all affiliates of a particular campaign (it’s kind of a reverse piggybacking for advertiser!)


This setup can be done by affiliate or account manager.


Formats supported are,

1) Image (Can’t be used for S2S or SDK)

2) JS (Can’t be used for S2S or SDK)

3) Postback (Can be used in all cases)


Campaign Issues

Please click on this link(https://drive.google.com/open?id=1_g3xDqEkBr-D0Um2SnSB6qnwGYI3EPmHxThZC2c2_Jg) and download the sheet as excel file. Fill out the sheet for the case which matches your current issue and send it as an attachment on mail.