Line Items

Introduction

In this section, you can view campaigns by line item. 

Filters

As a default, all line items for all your campaigns will be listed here, but you can use two sets of filters to narrow your results. 

The first set of filters is in the example below:

• Name - If you know the name of the campaign, enter it here. 
• Created by - If you know who created the campaign, enter their name here. 
• Product - If you know the line item product, enter it here. 

The second set of filters allows you to select from different filters that will also help you to narrow your results. 

• Campaign status - You can choose between Any, Opportunity and Not Opportunity. 
• Line item status - You can select the status of the line item here. 
• Date range - You can use the Date range filter to select your preferred date parameters. 
• Placement - You can select the platform on which the ad was placed. 
• Pacing - You can choose to filter for under-delivering line items or over-delivering ones. Alternatively, you can view any line item within the date range. 
• CTR - You can choose to view by the CTR rate. 

Results table

After selecting your filters as per your parameters, you can now view a results table for line items as below. 

In the example above, you can see the results table, which is split into a few different columns. 

From left to right, the columns are as follows:

• Campaign - The Campaign that the line item was included. 
• Name - The line item name. 
• Product - The advertising display product type.
• Markets - The target markets for each line item in the campaign. 
• Locales - The target language(s) for each line item in the campaign. 
• Placements - The location and device where your ad appears. 
• Start - The line item start date.
• End - The line item end date. 
• Pacing - The rate at which the predefined budget is used. This is calculated over the lifespan of the line item.
• Budget - The allocated budget of the line item. 
• Click - The total number of clicks on this line item. 
• Impressions - The total number of impressions on this line item. 
• CTR - The total percentage of Skyscanner users who clicked on your ad. 

Campaign Line Items

You can view more information about each campaign. Click anywhere on the campaign as highlighted below. 

In the example campaign we have created above, there are 12 line items in the campaign. 

The line items are displayed in a result table in the example below. 

At the top of the page, several options are greyed out but will become available if you select a line item or multiple line items in the check box on the left-hand side of the table. 

Looking at the results table, there are several columns. These are explained below:

• Name - Line Item name.
• Product - The advertising display product type.
• Rate - The agreed cost basis for the line item.
• Markets - The target markets for each line item of the campaign. 
• Start - Line item start date.
• End - Line item end date.
• Pacing - The rate at which the predefined budget is used. This is calculated over the lifespan of the campaign. 
• Consumed - Amount of budget used over the campaign lifespan. a 2.5% over-delivery tolerance applies. However, billing never exceeds the set budget. 
• Budget - The allocated budget for the entire campaign. 
• CTR - Total percentage of Skyscanner users who clicked on ads across your campaign. 

Line Item Details

Similarly to the Campaign items, you can click on any line item to view more detail. 

On this page, you will see the page below. It contains information such as the Set Up, Targeting, Product Parameters and Tracking. 

Using the menu on the left-hand side, the page will scroll down to the section you have clicked. 

The Set Up section contains similar information from the previous screen. 

The Targeting section includes certain targeting parameters, as in the example below. 

You can view where and when your ad is targeted, such as the specific markets or locales. We also display information on what criteria are used when your ad is shown, such as Itinerary type and routes. 

And in the Product Parameters section, we specify the checkout mechanism and where on the partner site the ad should deep link directly to. 

On the right-hand side, you can also preview the Skyscanner page where your ad would appear. 

Editing Line Items

We have given you the ability to edit your line items to give you the opportunity to maximise the value of your campaign. 

On the top right-hand side of the Line Item page, there are some options. 

• Close (Grey box) - Will close the line item detail and take you back to the Campaign page.
• Edit - This option will allow you to edit your line item's Set Up, Targeting and Product Parameters. 
• Elipses menu - The three dot ellipses menu shows you a few more options which are:
  • Enable Delivery - This will enable any amendments you have made. 
  • Duplicate - This will duplicate your line items. 
  • End Delivery - This option will end your campaign for this line item.
  • Delete - An option to delete your line item. 

Editing

As discussed, the Edit option will allow you to edit many aspects of your line item. We will go through it section by section. 

You can edit the Line Item's name in the Set Up section. 

You can edit the Delivery start and end date parameters. 

You can select the priority of your line item from Standard, Premium or House. If you select House, you can choose where your ad is placed from our different platforms. 

You can also control who sees your ads by selecting specific markets and locales. 

Another editing option is to select the itinerary type and route configuration as well as exclude specific routes. 

The next section you can edit is the Travellers. You can specify only showing the ad when a certain cabin class is searched for, or a specific number of passengers are travelling. 

Search window options allow you to select parameters around the booking window or departure window. 

In the next section, there is an experimentation option where you can run an experiment with this line item. 

For Product Parameters, you can choose where someone lands when clicking your ad. 

And finally, there are tracking options to edit. You can specify how the clicks and impressions are tracked with basic and advanced options. 

Estimated Performance

An Estimated Performance box is on the right-hand side of the edit page. After you have selected some edit options and before you save those options, you can use the Estimated Performance box to understand what the impact of your editing would be.

The Generate box will become enabled once you have started editing. 

For the Estimated Performance, the accuracy of estimates is based on factors such as past campaign data for the selected targeting criteria and the budget you provided. The numbers are provided to give you an idea of performance for your budget, but they are only estimates and don't guarantee results. 

Once you are happy with your editing and you have checked the estimate performance and competition indicators, you can choose to save your line item. The ellipses menu gives you different save options.