DSP Contextual Campaigns

Introduction

At its heart, consumr.ai is committed to delivering smart, data-centric insights and making them actionable. This approach encompasses not just vertical achievement but also a lateral spread across diverse media outlets. By extracting insights using specific keywords, keyword groups, or URLs, you can shape more targeted advertising campaigns and strategies. With the integration of DV360, a Google DSP, contextual campaigns are honed using intent-driven information, improving targeting in three areas: keywords, URLs, and videos. consumr.ai's fundamental aim is to steer campaigns with precision, with accurate targeting at its crux. This article will outline how to create contextual campaigns for other DSPs.

How to get there?

Similar to various marketing tactics, a few methods exist to concentrate on search subjects:

1. You can tap into or participate in current consumer interests and actions,

2. Or directly access the activation section and select 'create campaign' located at the upper right corner of the website.

Selecting Platform and Campaign Type

To initiate a new campaign, the first step will be to select a platform and campaign type through a pop-up modal during the campaign setup process.

When setting up a campaign for Other DSPs, select the "Other DSP" option. A new section will appear below, asking you to choose the campaign type.

Make sure to select the appropriate context option. Afterward, click on the “set up” button to proceed.

Keep in mind that all campaign types under ‘Other DSP’ are currently in beta testing, and as a result, you may find some irregularities. If you come across any issues, it's important to report them immediately through a support ticket.

Plan Presets

As is typical with most planning templates, choosing the right insight is key to creating a campaign. If you know which insight you want to use, simply pick it from the 'select insight' dropdown, keeping in mind you can only choose one. If you don't recall the insight's name, you have two checkboxes available to assist you.

When you check the "search using keywords" option, an additional field pops up to enter a keyword for insights. The "select inside" dropdown filters insights with that keyword. If there’s no match, an option to create a new insight is presented. Click "generate new insight", wait momentarily, and then select your newly generated insight from the dropdown.

URL

The URL checkbox function resembles the "search using keywords" feature. When the exact name of an insight or the correct keyword escapes you, entering the brand or product URL will suffice. The system will search for any insights associated with that URL or provide you with the option to create a new insight related to it.

Planning prerequisites

Name of your campaign

Based on your selected option, this field will be auto-populated with a campaign name. If you need to alter it, just click the edit symbol adjacent to the text box and enter a name that aligns with your standard campaign naming scheme.

Plan type

For your campaign targeting, you may choose one, two, or all three options from this dropdown, depending on your desired approach.

Opt to initiate a campaign by selecting either a Domain or Keywords. Once decided, proceed by clicking the following button to refine your targeting approach.

Targeting

Within this section, you are provided with access to internal intelligence via a range of dropdown menus. You need to select up to six keywords or mindsets judiciously to develop your strategy.

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

Depending on your earlier choice, you'll see three different dropdowns:

Category: Select one or more groups in the intent report to get the top three keywords from those categories.

Trends Menu: Choose 'rising' for trending-up keywords, 'falling' for decreasing-trend ones, or 'flat' for those with no significant trend movement.

Funnels: Pick 'top' to view the upper part of the conversion funnel, 'middle' for the center stage, or 'lower' for the end stage closest to conversion.

Keyword filters

Here, recommended keywords will display based on your previous choices, primarily influenced by search volumes.

Mindset Filter Type

Upon enabling advanced AI for an intent report, you'll find a substantial section on 'mine set.' Selecting information from this area enables the mindset filter type. However, because it's an additional data set, the system does not provide recommendations for the best questions; these must be chosen by hand.

Targeting Threshold

In the modal's top right corner, there's a gauge monitoring your keyword and mindset additions, capping them at six to prevent contradictions and give clearer user intentions to the platform. After finalizing your choices in the targeting section, click the button at the modal's bottom to begin crafting your plan.

Creating a Plan

Before formulating a strategy, there is an expected waiting period. The three distinct types of plans will be introduced one after the other, enabling you to see the time estimated for the development of each plan.

Keyword Plan

Initially, a word cloud is displayed, emphasizing the primary keywords from your dataset with larger tags indicating higher frequency. Subsequently, you will see a keyword table which allows for the refinement of results by selecting tags in the word cloud to filter in or out terms.

Beneath the word cloud, there's a table that has three columns showing the keyword, estimated search volume, and competition level. You can select more keywords if you need to include them.

Domain Plan

This strategy seems to be somewhat unique. Because domains lack context, creating a word cloud is not possible. Therefore, you will find only a table showing the domain URL and its corresponding category.

Download individual plans using the button beside each one, or use the 'download all' option at the bottom to get everything. Only checked items—keywords and domain URLs—will be included. If no selections are made, the downloaded file will be empty, since nothing is selected by default.