Create a deal campaign

Creating a campaign that targets deals you have with Monetize sellers and/or external supply partners is similar to setting up a standard Create a Campaign. There are a few settings, however, that you must pay particularly close attention to:

• You must select the deal campaign type. See Step 2. Select the deal campaign type for details.

• You must select the deals you want to target. See Step 3. Target deals for details.

• You must set a buying strategy that is appropriate for deals. See Step 5. Set the buying strategy for details.

  For an introduction to the concept of deals and links to other resources, see Buying Deals.

Before you begin

Before you can target a deal, you must negotiate and set up the deal in cooperation with the seller. For more information, see Negotiate Deals with Sellers.

Step 1. Get started

Select a line item and advertiser, and start a new campaign as you normally would.

On the Advertisers screen (Advertisers > All Advertisers), click the Line Items button near the advertiser under which you want to create a new campaign. Then, on the Campaign Details screen, click Create New > Campaign. Finally, in the Select a Line Item section, confirm that the line item with which you want the campaign associated is selected, then click Continue.

Step 2. Select the deal campaign type

In the Campaign Type section, select Buy using Deal ID. This will reveal the full workflow for setting up a deal campaign.

Step 3. Target deals

In the Deals Selection section, click the Edit button and then include the deals that you want to target.

Step 4. Enter campaign details

Enter campaign details, flight dates, and set the campaign budget as you normally would. In the Basic Setup section, enter the basic details and flight dates for the campaign in the fields provided. Then, in the Budget section, set the campaign budget. By default, your campaign media budget is unlimited. If you prefer, you can define exactly how much you are willing to spend by setting a specific budget. The budget can be set in impressions or in media cost (dollars).

For more detailed information on Basic Setup and Budget sections, see the generic campaign setup workflow, Create a Campaign.

Step 5. Set the buying strategy

In the Buying Strategies section, we recommend using the Bid a base CPM option to bid on your deals. Enter the fixed dollar amount to bid per thousand impressions in the Base CPM $_ field.

Highest Targeted Floor

This amount is the highest ask price of all deals you are targeting. For example, if you target Deal A with an ask price of $1.00 and Deal B with an ask price of $5.00 the highest targeted floor will be $5.00.

Suggested Minimum Bid

If you're targeting deals with an ask price, the suggested minimum bid shows you the CPM amount that will likely clear the ask price for your deals. It is based on the highest ask price of all deals you are targeting plus your auction service charge. For deals with external suppliers, this amount will include additional margin to account for discrepancies and may fluctuate over time as the level of discrepancy between Microsoft Advertising and the third party changes.

Paying on a CPA or CPC basis is not available for deal inventory. The other CPM buying strategy options remain available, although they are not recommended.

• Optimize to a % margin of booked revenue - Use this strategy to bid a % margin of the revenue that the advertiser pays you. For example, if your booked revenue is $1 CPM, and you set a bidding strategy margin of 25%, your campaign will bid $0.75. If your booked revenue type is a CPA or CPC goal, it will apply your desired margin and optimize to that predicted goal.
  • Bid CPM: max $___ CPM min $___ CPM - Enter the highest and lowest CPM dollar amount that you are willing to spend on an impression.
  • Enable cadence modifier - Under OTHER OPTIONS, check this box to vary your bid based on how often and recently users have seen your creatives. This feature is based on the idea that an ad is more effective (and therefore worth more) when a user hasn't seen it before or hasn't seen it many times or seen it recently. For more details, see Cadence Modifier and the Chaos Factor.
• Optimize to a predicted CPA goal - Use this strategy to vary bids based on the likelihood of an attributed conversion for each piece of inventory. This strategy uses the Microsoft Advertising optimization engine.
  • Bid $_ post-click/post-view CPA - Select the conversion pixel to which you want to optimize and enter the dollar amount per conversion that you want the optimization engine to aim for.
  • Learn Budget - The learn budget is the portion of your campaign budget that you want to commit to optimizing your campaign, which helps you quickly find slices of third-party inventory that provide a positive ROI. The first phase of this process is called Learn. You can set a lifetime learn budget of up to 100% of the campaign budget as well as a daily cap for learning. For more information about optimization and learning, see Targeted Learn.
  • Bid at most $_ CPM in Learn Phase - When your campaign starts to spend on new inventory, the optimization engine submits "learn" bids. If necessary, enter max CPM dollar amount for these bids. When you set both a cap for learn bids and a max CPM for non-learn bids (next option), the lower of the two will be used for learn.
  • Bid CPM: max $_ CPM min $_ CPM - Enter the highest and lowest CPM dollar amount that you are willing to spend on an impression.
  • Enable cadence modifier - This option appears under OTHER OPTIONS and cannot be deselected. When optimizing to a predicted CPA goal, your bids will always vary based on how often and recently users have seen your creatives. This feature is based on the idea that an ad is more effective (and therefore worth more) when a user hasn't seen it before or hasn't seen it many times or seen it recently. For more details, see Cadence Modifier and the Chaos Factor.
• Optimize to a predicted CPC goal - Use this strategy to vary bids based on the likelihood of a click for each piece of inventory. This strategy uses the Microsoft Advertising optimization engine.
• Optimize to $_ per click - Enter the dollar amount per click that you want the optimization engine to aim for when calculating bids.
• Learn Budget - The learn budget is the portion of your campaign budget that you want to commit to optimizing your campaign, which helps you quickly find slices of third-party inventory that provide a positive ROI. The first phase of this process is called Learn. You can set a lifetime learn budget of up to 100% of the campaign budget as well as a daily cap for learning. For more information about optimization and learning, see Targeted Learn.
• Bid at most $_ CPM in Learn Phase - When your campaign starts to spend on new inventory, the optimization engine submits "learn" bids. It is recommended to enter a max CPM dollar about for these bids. In doing so, you will avoid learning on inventory that is too expensive while not limiting yourself from optimized inventory sorces that are worth higher prices. Note: When you set both a cap for learn bids and a max CPM for non-learn bids (next option), the lower of the two will be used for learn.
• Bid CPM: max $_ CPM min $_ CPM - Enter the highest and lowest CPM dollar amount that you are willing to spend on an impression.
• Enable cadence modifier - This option appears under OTHER OPTIONS and cannot be deselected. When optimizing to a predicted CPA goal, your bids will always vary based on how often and recently users have seen your creatives. This feature is based on the idea that an ad is more effective (and therefore worth more) when a user hasn't seen it before or hasn't seen it many times or seen it recently. For more details, see Cadence Modifier and the Chaos Factor.
• Target reach and delivery (bid via ECP or EAP) - Use this strategy to bid the going platform rate for each piece of inventory.
  • Auto-bid to win most platform impressions (ECP) - Select this option to bid an estimate of the price that is likely to win most impressions from Microsoft Advertising platform sellers based on historical bids and their success or failure. Since off-platform sellers (e.g., Google Ad Manager, Rubicon, etc.) conduct a secondary auction, bidding ECP does not necessarily ensure winning off-platform impressions.
  • Auto-bid to win ~50% of platform impressions (EAP) - Select this option to bid an estimate of the price that is likely to win about half of the impressions from Microsoft Advertising platform sellers based on historical bids and their success or failure. Since off-platform sellers (e.g., Google Ad Manager, Rubicon, etc.) conduct a secondary auction, bidding EAP does not necessarily ensure winning half of off-platform impressions.
  • Bid CPM: max $_ CPM min $_ CPM - Enter the highest and lowest CPM dollar amount that you are willing to spend on an impression.
  • Enable cadence modifier - Under OTHER OPTIONS, check this box to vary your bid based on how often and recently users have seen your creatives. This feature is based on the idea that an ad is more effective (and therefore worth more) when a user hasn't seen it before or hasn't seen it many times or seen it recently. For more details, see Cadence Modifier and the Chaos Factor.

Although Enable cadence modifier is available under OTHER OPTIONS, this setting is not recommended as it will limit your campaign delivery. You can set performance goals at the line item level to achieve similar results.

• Enable cadence modifier - Under OTHER OPTIONS, check this box to vary your bid based on how often and recently users have seen your creatives. This feature is based on the idea that an ad is more effective (and therefore worth more) when a user hasn't seen it before or hasn't seen it many times or seen it recently. For more details, see Cadence Modifier and the Chaos Factor.
• Bid CPM: max $___ CPM min $___ CPM - This option is available under OTHER OPTIONS only once you enable cadence modifier. Enter the highest and lowest CPM dollar amount that you are willing to spend on an impression.

Step 6. Add advanced targeting

In the Advanced Targeting section, you can apply a predefined targeting template or set unique inventory and user targeting for this campaign. Use the links in the Target inventory and Target users sections below to learn more about each type of targeting.

Target inventory

You can target inventory in numerous ways. Use the links below to learn more about each type of inventory targeting.

• Inventory Quality Targeting
• Content Category Targeting
• Direct Inventory Targeting
• Third-Party Inventory Targeting
• Domain Targeting
• App Targeting
• Page Properties Targeting

Target users

You can target users in numerous ways. Use the links below to learn more about each type of user targeting.

• Supply Type Targeting
• Geography Targeting
• Segment Targeting
• Frequency and Recency Caps
• Daypart Targeting
• System Targeting
• Test and Control Targeting

Step 7. Finish creating your campaign

You can now add creatives, add serving fees, enter comments, review your campaign settings, and set campaign peer approval as you would for any campaign.

Complete the Associated Creatives section to set your creative rotation preferences and add landing page URLs. If you owe serving fees to third parties for services such as creative hosting or user data, you can add these fees in the Serving Fees section. Enter any comments you have in the Comments section, then review and save your campaign. Complete peer approval for the campaign if necessary.

Related topics

• Buying Deals
• Negotiate Deals with Sellers

• Deal Auction Mechanics
• Buy-Side Reporting on Deals
• Partnership Details Screen - Buyer View