Campaign Settings

Campaign Interface & Properties

Terms

Description

Campaign Type*

App Installs	For User Acquisition Campaigns
Re-engagement	For Re-engagement Campaign targeting existing users

Title*

Enter the desired name of the campaign. The campaign title is delivered to the MMP so adding the product (app) name, OS, campaign type and geo is recommended.

ex) moloco_ios_ua_usa

Description

In addition to the title, you may enter a memo or description for the campaign (Optional)

Country*

Targeted geo for the campaign 

Retargeting

Important

Due to Apple's iOS 14 policy update, as more people adopt iOS 14.5+ the size of your retargeting audiences may decrease

Terms	Description
Custom Audience	You may set a custom audience to target for re-engagement campaigns. Create a Customer set or App activity user group Important: The campaign set up page for Retargeting will appear only when the Reengagement is selected for the Campaign Type.

Campaign Goal

Terms

Description

Optimization Goal

You can set an optimzation goal for the campaign type selected

Re-engagement	Click	Click optimization is optimized to increase CTR and maximize user clicks.
App Install	Install	Install optimization focuses on lowering the CPI and maximizing the (install) volume at a given target cost (target CPI). In the case that the target CPI cannot be reached, budget consumption will be reduced.
	ROAS	ROAS optimization will maximize Revenue on Ad spending within the given budget. Note: A list of events with revenue values will be shown when selecting the ROAS optimization goal. Select the event you wish to optimize towards.
	In-app-event	Event(Action) optimization will focus on decreasing the Cost per action(event) to maximize action conversions within the given budget.

Bid Control Priority

You can determine how the Campaign will prioritize the budget spending. (App Install Optimization Goal Only)

Daily Budget	Focus on spending the full daily budget evenly throughout the day.
Target CPI	Focus on adjusting the daily budget spending based on the target CPI setting.

Target Cost by goal

• Target Cost per Install : A target CPI may be set for install (app install) campaigns 
• Target Cost per Click : A target CPC may be set for re-engagement (click) campaigns
• Except for install (app install) campaigns and re-engagement (click), the budget may be adjusted of other campaign goal types to control performance.

 

Budget & Schedule

Terms

Description

Budget

Fixed daily	Same daily budget for every day of the week
Per day of week	Different daily budget for each day of the week

Campaign Start Date

The campaign start date may be set.

Campaign 

The campaign end date may be set. If there is no predesignated end date, select theNo end date option. 

Additional Settings

Tracking Link

Terms	Description
Tracking Link	Set a Tracking Link to be used in the Campaign. You can select an existing Tracking Link or register a new Tracking Link. How to Create a Tracking Link Important: Setting a Tracking Link is required in order in order to create a Campaign, In the case that a different Tracking Links are set within the Creative Group from the Campaign, the Tracking Link set in Creative Group will take precedence.

LAT/DNT Targeting

Terms	Description
Only LAT/ DNT Off Devices	This targeting option will only target users who do not have LAT/DNT enabled. We will only bid and show ads to those devices that have an advertising ID (IDFA/ADID).
Only LAT/ DNT On Devices	This targeting option will only target users who have LAT/DNT enabled. We will only bid and show ads to those devices that do not have an advertising ID (IDFA/ADID).
All Devices (Default)	This targeting option will target all devices regardless if the LAT/DNT option is enabled or disabled. Note: All Device targeting option is selected as the default option for the campaign

• Learn more about LAT / DNT user targeting

Action Event for Report (Optional)

Select the event that you want to check in the Overview Dashboard, Report, Action in Analytics menu.

Important: Action Event for Report is used only for reporting, not the campaign optimization.

Re-engagement event for Report (Re-engagement Campaign only)

Select the event that you want to set as cohort  in Analytics> Cohort Analysis. In the App install type campaign, cohort event is install. Click is set for re-engagement event for report of re-engagement type campaigns. 

Important: Re-engagement event for Report is used only for reporting, not the campaign optimization.  

Creating a Campaign 

Let's try creating and setting up a campaign.

Depending on the campaign type (app install or re-engagement), there may be different elements required or a different order in how to to set up the campaign. 

• Campaign Setup Steps in Order

What is an App Install Campaign?

If you select “App Install” as your Campaign Type, you can create a user acquisition (UA) campaign that targets new users (who have not previously installed the app). The purpose of an App Install Campaign is to show ads to new users that may install the new product. 

What is a Re-engagement Campaign?

Re-engagement campaigns target users who have previously installed the app. You can set up a specific user group to target though a set list of ADIDs or target users based on the history of their in-app activity and only show ads to the users that meet your targeting criteria. 

Important: Separate campaigns must be created for each operating system (Android/ iOS).

Select the Ad Account to Set the Campaigns for

1. Select Ad Account to add the campaigns for.

2. Go to the Overview menu tab. 

3. Click the + Create Campaign button.

 

Set Up an App Install Campaign 

1. Select the App to run the campaign for (the OS will be set based on the OS if the App selected).

2. Fill out the campaign related information such as the campaign type (App Installs or Re-Engagement), campaign title, description (optional) and country. 

3. Select the Campaign Goal

   

   What is Install Optimization?

   Select this optimization method for install optimization campaigns if the overall campaign goal is install volume or if the CPI (cost per install) is the most important factor. MOLOCO's model is based on the customer's data by calculating the probability of the user installing the app upon viewing the ad. More data can be gathered through postback and as more installs are acquired through the campaign. As more data is acquired, the accuracy of the user prediction model increases, which helps to stabilize the CPI and maximize installs. 

   What is ROAS Optimization?

   In the case of a new user acquisition campaign, the goal is to find and target users that are likely to make larger purchases within the Daily Budget set for the campaign.

   What is In-app-event Optimization?

   In the case of a new user acquisition campaign, select this optimization goal if you want to increase the probability of an in-app-event(action) you have set and optimize a cost per event(CPE). Set meaningful events such as Sign up, Booking, First Order, and Tutorial Complete to lower the CPE. For apps with low frequency of purchases, you can choose this optimization option if you want to quickly optimize with more data, using events that are highly relevant to your purchase as proxy.

4. Set the Budget & Schedule

   

   Important: A minimum daily budget of $300 per OS is recommended.

   Important: The start date will be set according to your local browser time. However, the campaign’s actual start and end time will follow the advertiser’s timezone setting. 

5. Set up Additional Settings 

   Important:Targeting Only LAT/DNT Off Devices is selected as the default option for the campaign.

   • Learn more about LAT / DNT user targeting
   • Tracking Link Settings
6. Add a default Ad Group
   • Add in any creative groups or custom targets to that Ad Group.

7. Select CREATE to create the campaign 

8. Confirm that the campaign has been created as shown in the example below.

   

   What is the Campaign Status mean?

   Each campaign will have one of the following statuses.

   1.  Submitted
      Once the campaign has been successfully set up, our system will automatically start to gather the data needed and prepare the model based on your campaign optimization goal. During this process, the ads will not be released regardless of the On/Off status. You can check the progress of this step by clicking on the "preparing" button next to the campaign. You may disregard this status for Re-Engagement campaign types. 

   2.   Active
      Once the campaign is set up and everything is ready, the campaign status will change to Active. The campaign will activate and ads will be released based on the scheduled start date or if the campaign is switched to On.

   3.   Completed
      The campaign status will change to completed once it has reached the scheduled end date. If you change the end date to a future date, the campaign status will revert back to the previous status (active). 

9. Select the Edit button to edit a previously created campaign.

 

Set up a Re-engagement Campaign

Important

Due to Apple's iOS 14 policy update, as more people adopt iOS 14.5+ the size of your retargeting audiences may decrease

1. Fill out the campaign related information such as the campaign type (App Installs or Re-Engagement), campaign title, description (optional) and country. 

   

2. Select a Custom Audience for your retargeting campaign. You can choose from the already created targets from Customer Sets or App Activity user groups.

    Learn how to create a Custom Audience

   

   Important:  If you select your target from both Customer Sets and App Activity users, then the ads will only be displayed to users who fulfil all conditions.

3. Select your Campaign Goal and input your Target CPC. Click optimization and In app event optimization are available for Re-Engagement campaigns. 

   

4. Set the Budget & Schedule

   

   Important: The start date will be set according to your local browser time. However, the campaign's actual start and end time will follow the advertiser's timezone setting. 

   
5. Add a default Ad Group
   • Add in any creative groups or custom targets to that Ad Group.

6. Select CREATE to create the campaign 

7. Confirm that the campaign has been created as shown in the example below. Re-engagement Campaigns are ready to turn on as soon as they are created.
   Thus, the status will change to  Active once created.

8. Select the EDIT button to edit a previously created campaign.

Launching a Campaign

Now that all of the campaign settings are complete, the final step is to learn how to launch the campaign.

Important: Prior to launching a campaign, check to ensure that the Tracking Link is properly added to the Creative Group(s). 

1. Select the Ad Account you want to launch a campaign for.

2. Go to the Overview tab.

3. Select the App from All Apps in the side bar menu.

4. Go to the list of campaigns. 

5. If the status is Active, change the On/Off switch to On    for the campaign you want to launch.

6. Click YES when asked "Are you sure you want to launch this campaign?" 

   Important: The campaign is live only when both the status is  active and the campaign is switch to on  . If the status is preparing, the campaign will turn live as soon as the status changed to  active. Detailed explanation about Campaign Status

7. You can deactivate the campaign by changing the  On/Off switch to Off   .