4.20.1.5 How to set Sub Targeting in the Campaign Builder (Creative Targeting, Programmable Splits)

Challenge

1. As a Google Ad Manager user, I would like to add targeting to my Campaign Items based on the creative sizes that I set.
   
   

2. As a Xandr user, I would like to define Programmable Splits.

Solution

There will be multiple ways to set up your Sub Targeting for Campaign Items. Please take a look at the different ways at the bottom.

1. Configure Sub Targeting as predefined Targeting Sets before a campaign setup

The Targeting Sets wizard allows you to predefine Google Creative Targeting and Xandr Programmable Splits.

Those Targeting Sets can be used in 3 ways:

1. They can be selected in the Campaign Builder Targeting Set selection.

2. They can be assigned to Ad Types, Ad Specs, or Accounts to be considered during the availability and submission processes.

3. The assignments to Ad Types, Ad Specs, or Accounts can be marked flexible to predefine Sub Targeting but also allow to edit it in the Campaign Builder during Campaign setup.

How to Set up Targeting Sets for Google Ad Managers Creative Targeting

To set up Targeting Sets for Google Creative Targeting:

• In the App Launcher search for “Targeting sets”

• Click on “New”

• The Targeting Sets Wizard would open

• In “General settings” set a name and connection

• Select the tab “Sub Targeting”.

• There you will be able to add multiple Slots and configure the Targeting for each of the slots

• For GAM the “Slot sizes” have the following Targeting options:

  • Exclusivity

  • Connections

  • Devices

  • Geography

  • Key Values/Audience Segments

  • Inventory
    
    
    

    Open

    

Also, consider when having multiple Targeting Sets applied with Sub Targeting, only one will be applied and the following is the order in which they are going to be applied:

1. Selected Targeting set on a Campaign Item

2. Targeting Set Ad spec assignment

3. Targeting Set Ad type assignment

4. Targeting Set Account assignment

→ Example: If we have a Targeting Set with Sub Targeting on the Ad spec and Targeting Set with Sub Targeting on the Ad Type then the Targeting Set applied to the Ad Spec is the one that would be considered.

How to Set up Targeting Sets for Programmable Splits:

• In the App Launcher search for “Targeting Sets”

• Click on “New”

• The Targeting Sets Wizard would open

• In “General settings” set a name and connection

• Select the tab “Sub Targeting”.

• It will allow you for a Seamless Xandr connection to add new Splits (see video below).

• For Xandr Splits are available with the following Targeting:

  • Size

  • Connections

  • Devices

  • Geography

  • Inventory

  • Key Values/Audience Segments

Open

Also, consider when having multiple Targeting Sets applied with Sub Targeting, only one will be applied and the following is the order in which they are going to be applied:

1. Selected Targeting set on a Campaign Item

2. Targeting Set Ad spec assignment

3. Targeting Set Ad type assignment

4. Targeting Set Account assignment

→ Example: If we have a Targeting Set with Sub Targeting on the Ad spec and Targeting Set with Sub Targeting on the Ad Type then the Targeting Set applied to the Ad Spec is the one that would be considered.

How to select a Sub targeting in the Targeting Set

• From your Media Campaign access your Media Campaign Builder menu

• Access the “Targeting Tab”, Go to the “General Slot” option, Click on “Targeting Sets”

• And “Select Targeting Sets” or “Add Targeting Sets” needed from the menu or alternatively use the search bar

• Save and Back to confirm your choice

2. Sub Targeting selection during Campaign setup in the Campaign Builder

Setup of a “Creative Targeting” in Campaign Builder for Google Ad Manager's

• When starting the Campaign Builder with a Google Ad Manager (GAM) item you can open the targeting selection.

• The targeting selection has a small “Add Slot” action in the upper right corner which allows you to add one or multiple Creative Targeting(s).

• After giving basic details (Name, Slot size, and Count) you can click “Add“.

• You will see slot(s) added on the top of the page below the Campaign name. The Delete option will be displayed next to the slot created.

• Click Save and Back to confirm your choice. Sub Targeting selection will be displayed in the Targeting field.

For GAM the “Slot sizes” have the following Targeting options:

• Exclusivity

• Connections

• Devices

• Geography

• Key Values/Audience Segments

• Inventory

Setup of a “Programmable Splits Targeting” in Campaign Builder for Xandr

• When starting the Campaign Builder with a Xandr Campaign Item you need to go to the targeting tab.
  The targeting section has a small “Add Split” button in the upper right corner which allows you to add one or multiple Programmable Splits.

• After providing all the necessary details (Name, Priority, Spend Allocation, and Size) you can click “Add“.

• Press Save

To consider:

• Priority:
  Only unique numbers 1,2,3, etc.
  
  

• Spend Allocation:
  Can't be above 100% for each split

  • The sum of all the available splits can’t be above 100% either
    
    

• Size:
  Optional

• You will see splits added on the top of the page below the Campaign name. The Delete option will be displayed next to the split created.

• Click Save and Back to confirm your choice. Sub Targeting selection will be displayed in the Targeting field.

Setup

You can enable the Sub Targeting for your Campaigns just by adding the targeting field to your Tab and Column setup 7.2.23.1 Setup of the Campaign Builder Structure.