Campaign Kickoff! A Beginner’s Guide to Campaign Basics in Digital Advertising

If you have just stepped into the world of programmatic advertising, welcome! You are now about to embark on a rollercoaster ride that can transform how your brand connects with its audience. But before you formulate intricate advertising strategies, one crucial step is setting up the basics of your DSP (Demand-Side Platform) campaign.

When you are eager to launch your first campaign, the temptation to rush through the setup is real. However, the initial stage of setting up is where you define your campaign’s identity. Its goals and even its boundaries are defined here. In fact, it is where you give your campaign direction. After all, anything successful starts with a well-defined plan. Thoughtfully configuring your basic settings gives your campaign a clear roadmap.

Let us say you are planning a road trip. You do not just hop into the car and drive, right? You pick a destination, check your budget, and try the best route with the least potholes.

When you configure your basic settings, you are mapping out your advertising journey. You decide What you want to achieve. How much you are willing to spend. And where and when your campaign will “travel” to.

Skip this step, and you will be wandering. This, nobody wants- not you, not your brand, and certainly not your wallet.

Naming your campaign sounds almost insultingly simple. I know what you’re thinking- “How hard can it be?”  But let me tell you, when you’re juggling multiple campaigns, a solid naming system is a lifesaver.

Your DSP will usually have these three ad formats: banner, native and video. These are standard options, and they provide versatility in reaching different types of audiences. Don’t you worry though, this doesn’t lock you in. Later, you can customize your campaign by adding as many creative types as you like, such as interactive ads and even high-impact visuals.

Starting with these formats ensures your campaign is adaptable, covering a broad range of publisher inventory.

Next up: timing. This step is all about defining when your campaign will run and ensuring you are operating in the right time zone.

Let us say you’re launching a holiday sale. You will want your ads live well before the shopping rush, but off of the web before the ‘post-holiday fatigue’ sets in.

Here’s where things start feeling real- money. Your DSP will ask you to set a budget, both for the campaign overall and for each day.

You’ll also get to decide how the budget is spent:

• Spend as fast as possible: Great for flash sales or urgent promotions. If you’re promoting a limited-time offer, like “25% off Black Friday Weekend.”
• Pace evenly through the day: Ideal for campaigns where steady visibility is necessary.

If you’re new to DSPs, start small. Think of this as your test drive. Once you see how things are performing, you can increase your budget and make a splash.

Categories: Playing Cupid for Ads

Here is a part that many people overlook: choosing advertising categories.

This step helps match your campaign with publishers and audiences that actually want to see your ads. For example, if you are running a campaign for outdoor gear, you’d like your ads to show up on sites about hiking, travel, or adventure sports- not, say, celebrity gossip blogs. Meeting the ‘right match’ is important here too!

Your DSP uses categories from the International Advertising Bureau (IAB). You’ll have two options:

• Include Categories: Your ads will only appear in the categories you pick.
• Exclude Categories: This ensures your ads avoid specific topics or industries.

It’s like curating the guest list for a party. You want the right crowd to show up.

Let’s see how these steps look when they are put together for your ‘organic skincare’ launch:

• Campaign Name: GlowSkin_Launch_IND_Q1
• Formats: Banner, Native, and Video for a versatile approach.
• Dates: January 3 to March 31, targeting the “new year, self-care” mindset.
• Timezone: IST to focus on your Indian audience.
• Budget: ₹4,30,000 total, with a ₹18,000 daily cap for consistent visibility.
• Spend Strategy: Pace evenly throughout the day.
• Categories: Include “Health & Beauty,” “Self-Care,” and “Natural Products.”

With this setup, your campaign is locked, loaded, and ready! Start your advertising journey with Cubera’s DSP’ Edge’ now.