Campaigns

Introduction

In the Campaign section, we have provided several self-service options allowing you to control your ad campaigns. Some of the features in this section are:

• Create new ad campaigns
• Create new line items and add them to new campaigns
• Create new line items and add them to existing campaigns
• Edit existing campaigns
• Edit line items

Using the Filters

In this section, you can view your campaigns using the filters at the top of the screen. 

There are three main filters:

• Name - If you know the name of the campaign, you can enter it here. 
• Organisation - If you want to view all the campaigns for your organisation, enter the name here. 
• Contact - If you're going to view campaigns created by a particular person, enter the name here. 

There is also a status filter where you can specify the campaign status, as in the example below.

And finally, there is a date range filter where you can customise the dates to narrow your search for specific campaigns. 

In summary, you can use the various filters to narrow your search for campaigns or depending on the volume of your campaigns, you can ignore the filters and view the Campaigns table as it is. 

Campaigns

The Campaigns table will show a list of campaigns according to your filter parameters. 

The results are displayed in an easy-to-read view, as in the example below.

From left to right, the columns are as follows:

• Campaign - This is the unique number given to that campaign. 
• Sponsor - The partner or client managing the campaign.
• Name - The campaign name.
• Start - The campaign start date.
• End - The campaign end date.
• Items - The number of items in the campaign. 
• Budget - The allocated budget for the campaign. 
• Consumed - Amount of budget used over the campaign lifespan. A 2.5% over tolerance applies. However, billing never exceeds the set budget. 

New Campaign

In the top right of this screen, there is a New Campaign option which shows a pop-up box as below. 

After entering the new Campaign name and organisation, you must enter the agreed commission rate. 

Once you click Create, you will see your Campaign screen below. 

My test Campaign is blank because I haven't added any line items, but you can see there is an option to add Line Items to my campaign.

Adding a Line Item

The Adding a Line Item page is split into three sections - Set Up, Targeting and Experimentation. 

In the Set Up section, there is a requirement to enter a name for the line item, and you will need to choose which type of products suits your marketing goal. 

Depending on your account and our options for your organisation, you can select conversion, brand awareness or merchandising products, as in the example below. 

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. 

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. 

After completing all the options in this section, clicking save will add the Line Item to your campaign. 

Campaign detail

Returning to the main Campaign screen, 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 specific 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 criteria 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 preview the Skyscanner page where your ad appears. 

Editing Line Items

Now, here is where the real fun begins. We have given you the ability to edit your line items to allow you to maximise the value of your campaign. 

There are some options on the top right-hand side of the Line Item page. 

• 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. 
  • Edn 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 selecting the itinerary type and configuration and excluding specific routes. 

The next section you can edit is the Travellers. Again, you can only specify showing the ad when a particular cabin class is looked 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. For example, 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.