Campaigns
A campaign is the foundation of your advertising account with Zango. From here,
you build out your destination pages and keywords as well as control your daily
budget. The name and description of your campaign are for your use only, so please
feel free to be as descriptive as you see fit when naming your campaigns.
There are two ways you can edit your campaign:
- 1. Go to the Campaign Management tab, check the box next to the campaign you want
to edit, and then hit the Edit button or
- 2. Click on the campaign you want to edit, then (on the next page) click the Edit
Campaign button
Following either of these instructions will take you to the Edit Campaign page where
you can adjust and Save Changes.
To add a new campaign, go to the Campaign Management tab:
- 1. Click the New button under the Manage Campaigns section
- 2. From there you will be able to add a new campaign
Following either of these instructions will take you to the Edit Campaign page where
you can adjust and Save Changes.
To pause a campaign, go to the Campaign Management tab:
- 1. Check the check box next to the Campaign Name you wish to pause
- 2. Click the Edit button
- 3. Un-check the Active box and click Save Changes
Yes, you can set your campaign schedule within the Advanced Options section on the Edit Campaigns page:
- 1a. Go to the Campaign Management tab, check the box next to the campaign you want to edit, and then hit the Edit button or
- 1b. Click on the campaign you want to edit, then (on the next page) click the Edit Campaign button
- 2. Click on Advanced Options and a new window will open
- 3. Here you can select which days/hours you want your campaign to run and then Save Schedule
NOTES: The scheduling set will only apply to that single campaign. Our system runs on Pacific Time (GMT-8 during Pacific Standard Time, GMT-7 during Pacific Daylight Time).
Destination Pages
A destination page is the specific website to which you wish to bring consumers
via your Targeted Visitor Ad. You may have multiple destination pages within each
campaign; for instance, if you own a shoe site, you may have a Women’s Shoes campaign
with a Running Shoe destination page and a High Heel destination page. Like at the
campaign level, the destination page name is for your use only. At the destination
page level you will enter your destination page name and URL and specify any geo-targeting
requirements.
From the Campaign Management tab, there are two ways you can edit your destination
page name and destination page URL:
- 1. Click on the campaign that has the destination page you want to edit, check the
box next to the destination page name, and then hit the Edit button or
- 2. Click on the campaign that has the destination page you want to edit, and then
click on the particular destination page name. You will then be on the Manage Keywords
page for the particular destination page you want to edit. Click the Edit Destination
page hyperlink.
Following either of these instructions will take you to the Edit Destination page
where you can edit and Save Changes.
When you first set up a destination page, you can select specific countries (or
regions or states) where you would like your ad shown. After the initial setup,
you will need to contact your account manger to modify this geo-targeting. The same
is true for Category and Subcategory. During setup, you will need to select the
most relevant Category and Subcategory for your website and, if changes need to
be made, please contact your account manager.
To add a new destination page, go to the Campaign Management tab:
- 1. Click on the campaign for which you want to add a new destination page
- 2. Under the Campaign Details box, select Add New Destination Page.
One reason a destination page is disapproved is when it is not in compliance with
our Advertiser Code of Conduct (http://adservices.zango.com/Support/CodeOfConduct.aspx
Due to legal restrictions, there are five countries in which you cannot target a
pay-for-play casino/gaming campaign. These countries are the United States, Australia,
New Zealand, Israel and Singapore.
Yes, you can target U.S. states and cities. We charge an extra $0.01 per impression
for geo-targeting at the state and/or city level and this will need to be set-up
by your account manager.
See Tools Section – Keyword Pass-Through
Keywords
Use keywords that are closely related to the product or service you are promoting.
Think in terms of the keywords you would use if you were searching for your own
products online. More specific keywords typically result in a higher conversion
rate, but lower traffic level. More general terms typically drive a higher volume
of traffic with a lower rate of conversion. Proper balancing of specific and general
keywords is usually the most effective combination yielding the best results.
The number of keywords depends on the unique goals of each advertiser. We recommend
at least 30-50 keywords for new advertisers with a small budget. For larger advertisers,
we recommend anywhere from 100 to 400 keywords to start. Some advertisers in our
system run their campaign with a few dozen keywords and others use thousands. It
all depends on your campaign goals and budget restrictions.
Yes. Once you have created a destination page and are on the Manage Keywords screen,
there is a Keyword Suggestion link beneath the Add Keywords box. To use this, you
are asked to enter a keyword or URL and we will then search for other similar keywords
and URLs. When these are pulled up, you can add them directly to your destination
page from the keyword suggestion box.
Keywords typically take one business day for approval, but may take longer depending on the volume of new keywords awaiting approval. In order for your keywords to be available to our approval team, your account must have a positive balance and both your campaign and destination pages must be active.
Generally, keywords are disapproved because:
- 1. They are not related to the destination page you are displaying.
- 2. They are short or too broad. Due to our targeting technology, a broad keyword
would create too many match possibilities, overload our system and bring you broad,
non-converting traffic
- 3. The keywords or destination page are not in compliance with our Advertiser Code
of Conduct (http://adservices.zango.com/support/CodeOfConduct.aspx).
To add keywords from the Campaign Management tab:
- 1. Click on the Campaign Name you wish to modify
- 2. Click on the Destination Page to which you want to add keywords
- 3. Type new keywords into the blank box at the top of the page
- 4. Click Add Keywords
The asterisk (*) is used with two-word keywords as a wild card and can represent
ANY one character. The plus (+) is used between three or more keyword combinations
and represents a space. A (+) is not a valid wild card. Our system will automatically
insert these once the keywords have been added.
Yes, you can target URLs. When you enter a URL into your keyword list, it is not
necessary to enter the “http://www”; our software does not need that to recognize
the URL. If you are running an adult advertisement, a targeted URL must have a dot
(.) in front of it. For example, “.xyzsite.com.” (See http://adservices.zango.com/support/CodeOfConduct.aspx)
The difference between targeting URLs compared to targeting keywords is that, with
URLs, you are targeting users that are on a specific website, whereas with keywords
you are most often targeting users that are performing a search. When your website
is shown to a user and it has been generated by a URL, you are showing your offer
in direct competition with one other offer. By contrast, if your ad is shown based
on a keyword in a search, you are likely competing with a series of search results.
Keywords and URLs tend to perform differently for each type of offer. It is very
difficult to predict which will perform better. We suggest initially loading an
equal number of keywords and URLs and then deciphering which is performing better
for you. From there, you can grow in the direction that has proven more profitable
for you.
Yes, depending on the countries that you are targeting, the minimum bid prices will
be different. These prices are not published on our website, so if you are curious
about bid prices in specific countries, contact us at http://adservices.zango.com/Support/Contact.aspx. Please
specify which countries you are interested in.
Yes, similar to the geo-targeting of your destination page, the sub-category of
your destination page will have an impact on the minimum bid price you must use
on your keywords. These prices are not published on our website, so if you are curious
about bid prices in specific sub-categories, contact us at http://adservcies.zango.com/Support/Contact.aspx Please
specify which subcategories you are interested in.
All our keywords are priced on a bidding system, with the top bidder for any particular
keyword receiving on average 60-70% of the available traffic. All else being equal,
the highest bidder will get its ad shown first and each subsequent bidder will get
its ad shown thereafter based on price.
Manual bidding allows you to manually adjust all of your keyword prices. Each keyword
is set at the category minimum unless you specify otherwise.
Automatic bidding allows you to select a maximum price you are willing to pay for
a keyword. If you choose to utilize the Automatic Bid feature, our system will update
your bids once on hour to ensure you are the top bidder on your Automatic Bid keywords.
Your bid will be raised above the top bidder by $0.001 (one-tenth of a cent) until
you reach the maximum bid that you have chosen; likewise, your bid will lowered
if you don’t need to be bidding so high to stay in first rank. This feature is only
available if your current bid is at $0.03 or higher, but when used enables you to
try and stay one step ahead of your competition.
There are a few reasons that you may not be the highest bidder even if you are using
the Automatic bidding feature:
- 1. If you just moved your keywords to Auto Bid Type, it can take up to a few hours
to be active.
- 2. The system updates once an hour, so someone manually bidding above you would
for a brief time (up to 59 minutes) be considered the highest bidder with that Manual
bid
- 3. The bid required to be the highest bidder has exceeded your maximum bid amount.
Increasing your max bid price removes this roadblock.
- 4. Our Automatic bidding feature is only available for use on keywords that have
a current bid of $0.03 or higher. If your current bid is below that price, manually
adjusting up to $0.03 will enable the availability of the Automatic bidding feature.
From the Campaign Management tab:
- 1. Click on the campaign that has the destination page with the keyword(s) you want to activate, and then click on the particular destination page name. You will then be on the Manage Keywords page.
- 2. Check the box next to each of the keyword(s) you want to activate and click the Activate button at the top of the keyword table.
From the Campaign Management tab:
- 1. Click on the campaign that has the destination page with the keyword(s) you want to deactivate or pause, and then click on the particular destination page name. You will then be on the Manage Keywords page.
- 2. Check the box next to each of the keyword(s) you want to pause and click the Deactivate button at the top of the keyword table.
Once a keyword is entered into the system, the spelling of it cannot be edited. If you no longer wish to have particular keyword in your account, you can delete it and, if you wish, add a new one.
Below are the meanings of each Status type:
- Active: the keyword has been reviewed and is live in the system
- Inactive: the keyword has been reviewed and approved but is currently paused
- Awaiting approval: the keyword is pending approval by our approval team
- Disapproved: the keyword has been disapproved and will not run in your destination page
Yes, you can export your keywords from a specific destination page. From the Campaign Management tab:
- 1. Click on the campaign that has the destination page with the keywords you want to export, and then click on the particular destination page name. You will then be on the Manage Keywords page for the particular destination page you want to export from.
- 2. Scroll down to the keyword table and click on the Export Keywords link.