Create Campaign Strategy Using Hourly Bidder
Creating a Campaign Strategy using Hourly Bidder (HB) can be categorized into stages as mentioned.
Access Strategy Creation
In order to create a new HB strategy users will have to select a campaign via the Campaign Management dashboard.
You can select the campaigns you wish to incorporate into the strategy using filters and then click Day Part.
Clicking Day Part takes you to the Hourly Bidder strategy creation page.
Rename a HB Strategy
You can rename a campaign strategy from the top left corner of the page. A description can be added for the strategy below it.
Always add the Active Status: Enabled filter to avoid taking actions on paused campaigns.
Changes made to strategies will successfully go through or fail if the campaign is Paused.
A campaign can be considered in ONLY one unique HB strategy. You will have to remove the campaign from an existing strategy if you want to add it to a new strategy.
Click Continue to proceed.
Actions on a HB Strategy
Users can choose to perform either of the following options in an HB strategy.
Increase or decrease bids or budgets
Allocate bids or budgets by a % of absolute value
Choose the hour(s) and/or day(s)
Choose the start and end date (end date defaults to 10 years after start)
Users can have several ‘actions’ within a single strategy. Users can adjust the budget or bid allocation strategy either for weekdays, weekends or everyday for a specific time period and frequency of repeat.
The percentage value for increase/decrease in the daily budget is usually inferred based upon the sales data from the AMC insights dashboard.
Actions cannot overlap. Users will receive an error message if this happens. A maximum of 6 actions per day is permitted within a strategy.
Users should ensure the total percentage allocation or change does NOT go beyond the 100 percentage mark.
Changes can be copied, duplicated and pasted across calendars/spreadsheets
The allocated budget for a particular period is always a cumulative of the budgets assigned to a previous period.
Example : A campaign has a base budget of $100. If between 12 - 6 AM ; 10% of the budget is assigned and between 6 - 9 AM ; 20% of the budget is assigned, then $10 will be assigned between 12 - 6 AM and $30 will be assigned between 6 - 9 AM.
Save a HB Strategy
Users can confirm the start and end date for the strategy created and set the time zone using the Strategy Scheduler. Users should ensure the end dates are aligned for all actions within the strategy.
The best practice is to use the timezone that matches the retailer you are targeting.
Click Confirm and Save.
The saved strategies are displayed on the HB dashboard as shown. Users can also change the status of strategies from the dropdown shown.
Strategies that are Archived cannot be re-activated. Only Paused & Active strategies can be edited.
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