This article explains how to create a campaign by selecting products or categories, setting campaign details, and activating it for effective performance.
Create campaign
When creating a new campaign, start by clicking “+ New campaign“ in the top left corner. Next up, you select which category or product to sponsor broken up by the category tree from your product feed.
Specific products
If you want to create a campaign sponsoring specific products, enable "Manual selection" in the top right corner. Then simply click on the products you want to include in the campaign. There can be products from multiple categories. If you need an overview, toggle on "Show selected only", and only the products included in the campaign will be shown, regardless of category.
Category
If "Manual selection" is disabled, checkboxes appear next to the categories. Instead of selecting single products, all products from the selected category and brand will be included. Elevate will, based on this product set, select products to serve as sponsored, based on relevancy and bid level. When categories are selected, the campaign can target one category. If you want to target multiple categories, create one campaign per category you want to target.
Campaign details
When the category has been selected, click “Next“, you will now get to the Campaign details, where you can edit/add:
- Name
- Duration
- Target Cost Per Click
- Total budget
- PO-number (optional)
Target Cost Per Click (CPC)
Target CPC means the price you want to reach per click on a sponsored product over time. Initially, the actual CPC may fluctuate to maximize opportunities, but it will balance out over time to match your set target. For example, if your Target CPC is set at 5 SEK, some days you might see clicks costing slightly more or less than 5 SEK, but over time, the average cost will align with this target.
If the campaign isn’t spending according to budget, the target CPC may need to be increased. All retail media campaigns compete at the category level, meaning that campaigns targeting the same category enter a real-time auction. The auction winner is determined by factors such as bid level (determined by Target CPC) and historical performance.
The target CPC has a floor price, meaning bids cannot go below a predefined minimum. This floor price is set per retailer and established during onboarding.
It is currently not supported to change the Target CPC after a campaign has gone live. This is mainly restricted to avoid keeping the campaign in a learning phase and not affecting performance due to inconsistent data. Features are coming that automatically will adjust the target CPC to maximize selected KPI outcomes.
Total budget
The Total budget is the maximum amount that can be spent during the campaign period. However, spending the full amount is not guaranteed, as delivery depends on the competition at the time of the auction.
The campaign budget is pacing-aware, meaning the system will aim to spread spending evenly across the campaign duration. This avoids spending the entire budget early and ensures consistent visibility throughout the campaign period. However, this also means that if the daily share of the budget is too low, such as when a small total budget is distributed over a long time, the campaign may serve for a short time per day.
A campaign’s competitiveness is influenced by factors such as the target CPC, the relevance of the sponsored products, and the campaign’s historical performance.
Pacing
Pacing ensures that the campaign’s total budget is spent evenly across the campaign period. The system sets a daily spend target and adjusts it based on previous delivery. If spending was lower than expected, pacing increases delivery potential the following days, and vice versa.
On request, pacing can be changed to accelerated, which means that the budget will be spent as soon as possible. This might be relevant for shorter campaigns. Reach out to your Voyado contact in that case.
Budget spending is never guaranteed. Delivery depends on competitiveness in the auction and the available inventory based on the products or categories the campaign targets. Low CPC targets, limited relevance, weak historical performance, or very small budgets spread over long periods can all restrict how much the campaign is able to serve.
Activate or pause a campaign
Once you've added the campaign details and clicked "Create campaign," you'll be redirected to the campaign overview for the selected client. The campaign will start in a paused state, and you’ll need to activate it by toggling the switch next to the campaign name. The start date will still be respected. If you need to pause the campaign again, simply use the same toggle.
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