What are Campaign Groups
Campaign Group is a new layer between your account and campaigns to provide a structured hierarchy for campaigns, simplify campaign management, allow better budget distribution, improve algorithmic learning & reporting and align with industry standards.
This is what your new structure will look like
Creating a campaign group is mandatory for any new campaign and it will not impact your existing campaigns. Every new campaign in your account should be associated with a Campaign Group.
Campaign Group - will represent the ‘What’ (what do you want to achieve, what is your objective and KPI)
Campaign - will represent the ‘How’ (different optimization tactics like audience targeting, platforms, creative formats, supply type, bidding strategy etc.)
Pro Tips
It is advised that all campaigns within a Campaign Group should be optimizing towards the same marketing objective and KPI
Do not mix two or more campaigns with different objectives under the same Campaign Group
What are the key benefits for advertisers
Improve budget utilization
Automate budget management - by allowing an umbrella budget on the campaign group level and utilising Budget Distributor for improved budget depletion
Reduce manual effort thus saving time and increasing efficiency
Simplify campaign management
Introduces a structured hierarchy to simplify campaign management
Opportunity to experiment with different campaign tactics like creative formats, targeting strategies, supply type
Optimal algorithm learning
Aggregated campaign group level data / signals optimize data model performance
Better reporting
Get an aggregated view of performance of campaign group
Easy to understand the strategy that works best for your product
How to create Campaign Group
Once enabled to your account you will see Campaign Group as a new layer in the account hierarchy
Click on '+New' to open the drop down filter and select Campaign group
The Campaign Group creation flow is quick and easy. Give your Campaign Group a name
Select the overall marketing objective of the Campaign Group. Remember that all the campaigns under it should be optimized towards this common objective
Next, define the success metric that will measure the Campaign Group’s objective. Provide a ballpark range for this success metric i.e., a lower and upper limit. The values that you enter here will have no impact on campaign performance
Set a Campaign Group budget and all campaigns under this Campaign Group will never exceed this budget. Or use 'None' and you can manually assign budget to each individual campaign
Use Budget Distributor to automatically distribute the group budget between all active campaigns.
❗Note:
The current version of the Budget Distributor focuses on budget depletion and prioritises campaigns with higher scale / reach
We recommend setting all campaigns to the same Bidding Strategy when using Budget Distributor. In addition, for best performance make sure the conversion goals are the same between all campaigns
Once you’re satisfied with your settings, click ‘Create & add Campaign’ to create your first Campaign Group. Now you can start creating campaigns and use the drop down filter to assign the campaign to any existing Campaign Group
In case you are duplicating an existing campaign and there is no Campaign Group created yet, there will be a pop up in the UI asking you to create a Campaign Group
Use cases for Campaign Group (illustrative)
Use cases for Campaign Group (illustrative)
There are no strict rules on using the campaign group structure and advertisers can use it the way they want to achieve their overall objective and business needs. Below are some examples of how advertisers are using the Campaign Group hierarchy.
Use case | Campaign Group - The What | Campaign - The How |
Separate budgets for prospecting and retargeting | I want to promote online bank account and I have separate monthly budget for prospecting goal and retargeting bottom of funnel leads
Each campaign group has a different budget and both uses budget distributor | Under each Campaign Group, create multiple Campaigns to try different tactics like:
Here the bidding strategy is common for all Campaigns under a Campaign Group for effective budget distribution |
Multi Geo targeting | I am a hotel operator with hotels in Americas, EU, Asia and want to use native ads targeting these geos and drive sales
| Use multiple Campaigns to try different optimizations (such as):
|
Value propositions | I want to sell chafing cream to my target audience which is a mix of people with different problems but all needing the same solution
| Use multiple Campaigns to try different optimizations (such as):
|
Promotional angles | I want to sell online video streaming subscription
OR I sell shoes and I have different seasonal promotions
| Use multiple Campaigns to try different optimizations (such as):
|
Different funnel | I have an online grocery store and have different marketing objectives for the same product
| Use multiple Campaigns to try different optimizations (such as):
|
FAQ
FAQ
When should I create a new campaign group? What’s the benefit?
For every different marketing objective and KPI, you should create a separate campaign group. Your campaign group represents your overall objective (like awareness, purchase, app downloads etc.), and the campaigns under it are the means to achieve this objective. The campaign group structure will simplify campaign management, allow better budget distribution, improve algorithmic learning and align with industry standards
Should Display be a separate campaign group?
If your display campaigns have a separate marketing objective and KPI, then yes, it should be a separate campaign group. However, if your display campaigns are an optimization tactic / strategy to achieve the same objective as your other / native campaigns, then display can be a campaign under the same campaign group
❗Note:
At present, we recommend not to use budget distributor with your display and native campaigns under the same Campaign Group - as using it might limit the spend for your display campaigns resulting in sub-optimal performance
How does the budget distributor work? What does the fully optimized version look like?
In the current version, the budget distributor is focused on ensuring budget depletion, while allowing advertisers to efficiently manage their budgets and reducing the need for manual budget adjustments of individual campaigns.
Budget Distributor allocate budget to active campaigns based on their reach and scale. This can mean that your top performing campaigns may not be top spending ones
For example, a narrow targeting campaign with great performance may be limited in scale, so the tool will prioritise budget to broader targeted campaigns in order to ensure budget utilisation
🚀 The fully optimized version of budget distributor will focus on both performance and scale and will allocate spend automatically to your top performing campaigns
❗Few highlights of Budget Distributor:
Optional toggle on the campaign group create/edit form
Can be turned on and off, even during mid-flight
Once enabling budget distributor - there will be no campaign level budget (will disappear from the UI)
If turned off mid flight, manual adaptations to the campaign budget may be required (the default campaign budget will be the Campaign Group’s budget)
What are the benefits of using Budget Distributor?
Save time with reduced manual budget allocation. Set your budget at the campaign group level and budget distributor will do rest
Improved budget depletion
Better reporting with an aggregated view of performance of your campaign groups
How will the performance simulator work if we’re applying budget at the group level and using budget distributor?
You will not be able to use performance simulator for your campaigns if you are setting a budget at the campaign group level and using budget distributor
What will happen if I do not want to use the campaign group structure?
If you have only one marketing objective, you can create a single campaign group, do not set any budget for it (by selecting the ‘None’ option) and assign all your campaigns to it.
❗We highly recommend that you start using the campaign group structure because we will train our data models to learn better from the campaign group hierarchy and not using it may impact campaign performance in the long term
What will happen to my existing campaigns?
There will be no impact to your existing campaigns. They will not be associated with any campaign group. Only new campaigns need to be associated with a campaign group
What happens if I set a budget at the campaign group level and also assign budget to individual campaigns without using the budget distributor?
Yes, you can do this. Setting a group level budget will ensure that all the campaigns combined together do not exceed the group level budget. Setting group level budget puts a threshold that can not be exceeded by the campaigns
What is Success metric and the value in the campaign group setup?
Each campaign group should have one main KPI / success metric that you want to track. This success metric can be - ROAS, CPA, CTR. All the campaigns under the campaign group should be optimized towards achieving this success metric. The values is a range (lower and upper limit) for this success metric.
The success metric will be used in our algorithms to optimize performance. The values of this will not influence performance and will only be used for future product development around performance recommendations, reporting etc.
I use an API integration to create campaigns, how will campaign group work for API feed?
Your existing API integrations will continue to work without disruption. If a campaign is created via API and no campaign group is specified, the system will automatically create a new campaign group for it. This ensures backward compatibility and a seamless transition. The auto-created campaign group will:
Copy the campaign’s marketing objective and dates
Be named “AutoGen - [Campaign Name]”
Be assigned a no budget cap by default
There is no change in the API contract, your integration will not require modifications. However, for better structure, we recommend specifying a campaign group in your API calls moving forward to fully leverage the new hierarchy, reporting capabilities, and performance optimization.
✅ If you have any questions or concerns, please contact your Account Manager, email us at support@taboola.com, or reach out via chat within Realize.