DV360 Contextual Campaigns

Demonstration

Introduction

After running at least one campaign on consumr.ai, you're familiar with its campaign philosophy. Essentially, you gain insights from a specific keyword, set of keywords, or a URL and use them to craft more focused campaigns and targeting strategies. Similarly, DV360 contextual campaigns leverage intent insights for refining three targeting areas: keywords, URLs, and videos. At the core of consumr.ai is guiding campaigns effectively, making precise targeting its key element. This article will discuss crafting contextual campaigns for DV360.

How to get there?

Much like other promotional strategies, there are a couple of ways to focus on search topics:

• You could either leverage or engage in existing consumer interests and behavior.

• Or you can go directly to the activation area and choose the 'create campaign' button found in the top right area of the site.

Selecting Platform and Campaign Type

When starting a new campaign, you'll need to choose a platform and campaign type from a pop-up modal as the initial step in the campaign creation process.

In the context of setting up a DV360 campaign, please choose the DV360 card. Upon selection, a new section will emerge beneath that prompts you to select the type of campaign.

Ensure you choose the contextual option. Then, press the “set up” button to continue.

Be aware that both campaign types in DV360 are in beta testing and there might be some inconsistencies. Should you encounter any, please submit a support ticket promptly.

Plan Presets

Chances the case with most plan presets, selecting an insight intelligence is the most critical part of building a campaign. If you remember the name of the inside that you need to select, you can use the dropdown that says select insight and choose a maximum of one insight.

In case you did not remember the name of the insight, then you can use either of the two checkboxes:

Keyword

By ticking the "search using keywords" box, an extra field appears for you to key in a keyword for insights. The "select inside" dropdown will then narrow down insights tagged with that keyword. If no insight is found, you'll get an option to generate a new one. Click "generate new insight" and, after a brief wait, your new insight will appear in the dropdown for selection.

URL

The URL checkbox serves a similar purpose to the "search using keywords" feature. If you can't recall an insight's name or the right keyword, you can input the brand or product URL. The platform will then retrieve any existing insight linked to that URL or present you with the opportunity to craft a new insight based on it.

Planning prerequisites

Name of your campaign

Depending on the choice you make, this field will automatically fill in with a campaign name. Should you wish to modify it, simply click the edit icon next to the text box and input a name that fits your usual campaign naming convention.

Plan type

Depending on the kind of targeting you want to come up with for this campaign you can select one, two or all three options in this dropdown.

You can choose to launch a campaign using a URL, video, or keywords. After making your choice, click the button below to continue with developing your targeting strategy.

Targeting

In this section, you'll have access to internal intelligence through a series of dropdown menus. You must carefully choose no more than six keywords or mindsets to formulate your plan.

Keyword filter type

Selecting a filter type by keyword allows you to specify the kind of results you get from an intent report. Based on your selection, the subsequent drop-down menu will adjust its label and present you with options relevant to the type previously chosen.

Category/Trends/Funnels

Based on your selection from the earlier drop down, you may encounter three different types of dropdowns.

Category: This category dropdown will present a group of keyword categories identified in the intent report. By selecting one or multiple categories, you will be suggested the top three keywords within those chosen groups.

Trends Menu: This menu offers three choices—rising, falling, or flat. Selecting 'rising' will display keywords currently increasing in trend. Likewise, 'falling' denotes a downward trend, and 'flat' indicates a steady trend with no significant change.

Funnels: The funnel option provides you with three selections: top, middle, and lower. Choosing the top will focus on the uppermost segment of the conversion funnel. Opt for the middle to target the midsection, and select lower to concentrate on the bottommost section that is nearest to the point of conversion.

Keyword filters

This is the area where based on the selections that you have made-up top, most recommended keywords would appear. These keywords would mostly be based on search volumes.

Mindset Filter Type

When you activate advanced AI in an intent report, you will encounter a significant segment dedicated to 'mine set.' Choosing insights from this segment allows access to the mindset filter type. Nevertheless, as this is a supplementary data set, the system does not suggest optimal questions; you must make the selections manually.

Targeting Threshold

At the top right corner of the modal, you will see this gauge that will keep a track of number of keywords and mindsets you add and remind you not to go beyond six. The idea of doing this is to ensure that there are lesser contradictory keywords that a user adds. This will also give the platform clearer directions of the expectation from the user.

Once you are sure of your selection in this targeting section go ahead and click the button at the bottom of the modal to start creating a plan.

Creating a Plan

Prior to the development of a plan, a waiting period is anticipated. The three different plan types will be presented sequentially, allowing you to view the estimated time required for the formulation of each.

Keyword Plan

A word cloud will first show, highlighting the main keywords from your data where bigger tags mean more common words. Following that, there's a keyword table that lets you refine results by clicking on the tags in the word cloud to include or exclude terms.

Below the word cloud, you'll find a table with three columns: one for the keyword, one indicating estimated volume, and another for the level of competition. If you want to include additional keywords, you can just select them.

Video Plan

Choosing more than one plan type and scrolling down reveals an additional word cloud for video URLs. It operates similarly to the keyword word cloud, but its tags are unique because they come from descriptions of video URLs. Below the word cloud is a gallery of thumbnails showing screenshots from the videos.

You can select one video, or all videos and they will then be considered for activation.

URL Plan

This plan features a word cloud akin to those in the keyword and video plans, along with a table of all URLs. The word cloud operates identically to the others but uses tags from the URLs' metadata. Below is an excerpt from the table showing the URLs.

To download plans, use either the download button next to each plan or the 'download all' button at the page's end. Click on the plan's button for a single download or 'download all' for everything. Remember, only items you've checked—keywords, URLs, and video URLs—will be in the download. Without selecting anything, you'll get an empty file, as they're unchecked by default.

Activation Settings

Regrettably, this type of campaign can't be activated immediately. However, at the end of the plan, there's a 'download all' button available. By clicking it, you'll be able to download the targeting data into an Excel or CSV file. Then, you can upload this information to DV360 or any other Demand Side Platform of your choosing.