Campaign structure
How campaigns, ad sets and ads fit together, and which settings live at each level.
Overview
Ads on Rally & Roam are organised in three levels: campaigns, ad sets and ads. Each level controls different settings, so you can test one thing at a time.
The three levels
Level, What it is, Settings that live here Campaign, What you want to achieve, Name, objective, optional campaign spending cap Ad set, Who sees it, where, when and for how much, Budget (daily or lifetime), schedule and times of day, placements, targeting, bid type and bid Ad, What people see, Format, image, headline, text, button, landing page, tracking parameters
A campaign can hold several ad sets, and an ad set can hold several ads. Ads in the same ad set share its budget and targeting.
Campaign objectives
- Awareness: show your ad to as many relevant players as possible. Usually bid on CPM. - Visits: send players to your website. Usually bid on CPC. - Bookings: get bookings, memberships or shop orders on Rally & Roam, counted as conversions. Usually bid on CPC.
The objective guides the defaults we suggest and the results we put first in your reports. It does not change what you pay.
Ad sets
- Budget: a daily budget is spent evenly through each day; a lifetime budget is spread across the schedule. - Schedule: start and end dates, and optionally times of day (dayparting), in the time zone you choose. - Placements: automatic, or a list you pick. See placements. - Targeting: countries, destinations, radius, level, language, signed in or not, device. See targeting. - Bid: CPM or CPC, at or above the minimum. See pricing.
Ads
Each ad uses one format. The editor shows a live preview for each placement and counts characters as you type. Add tracking parameters with the UTM builder so you can see visits in your own analytics.
Managing campaigns
- Save anything as a draft and come back later. - Duplicate a campaign, ad set or ad to test a change. - Pause and resume at any level. Pausing a campaign pauses everything in it. - Archive what you no longer need; archived items stay in your reports. - Edit several ad sets or ads at once with bulk edit.
A simple structure to start
One campaign, two ad sets that differ in one way (for example two destinations, or two level ranges), and two or three ads in each. After a week, keep what works and pause the rest.