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Direct Sales and Campaign Management

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Manage direct campaigns, set up reservations, track performance, and troubleshoot delivery issues for guaranteed and non-guaranteed deals.
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    • Campaign Performance Tracking
      Monitor and analyze the performance of your direct campaigns.
      • How to Track Campaign Performance in GAM:
        1. Go to Reporting > Reports.
        2. Create a custom report with the desired metrics (e.g., impressions, clicks, CTR).
        3. Analyze the data to identify trends and optimize performance.
      • Key Metrics for Campaign Performance:
        • Impressions: The number of times the ad is displayed.
        • Clicks: The number of times users click on the ad.
        • CTR (Click-Through Rate): The percentage of impressions that result in clicks.
        • CPM (Cost Per Thousand Impressions): The cost of 1,000 ad impressions.
      • Best Practices for Performance Tracking:
        • Regularly review campaign performance and adjust targeting or budgets as needed.
        • Use GAM’s forecasting tools to predict future performance.
        • Share performance reports with advertisers to build trust and transparency.
      FAQs:
      • Q: How do I create a custom report in GAM?
        • A: Go to Reporting > Reports, click New Report, and select the desired dimensions and metrics.
      • Q: What’s the difference between CTR and CPM?
        • A: CTR measures engagement (clicks per impression), while CPM measures cost efficiency (cost per 1,000 impressions).
      Discussion Points:
      • What metrics do you focus on when tracking campaign performance?
      • How do you use performance data to optimize campaigns?
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    • Creating and Managing Direct Campaigns
      Learn how to set up and manage direct campaigns in GAM.
      • What Are Direct Campaigns?
        • Direct campaigns involve selling ad inventory directly to advertisers, often through negotiated deals.
        • They are ideal for premium inventory and guaranteed contracts.
      • How to Create Direct Campaigns in GAM:
        1. Go to Delivery > Orders in the GAM dashboard.
        2. Click New Order.
        3. Enter the advertiser’s details (e.g., name, contact information).
        4. Create line items for the campaign, specifying targeting, budget, and creatives.
        5. Save and activate the order.
      • Best Practices for Direct Campaigns:
        • Use clear naming conventions for orders and line items (e.g., "BrandX_SummerCampaign").
        • Set realistic budgets and targeting parameters.
        • Regularly monitor campaign performance and adjust as needed.
      FAQs:
      • Q: How do I add creatives to a direct campaign?
        • A: Go to Delivery > Line Items, select the line item, and upload creatives under the "Creatives" section.
      • Q: Can I edit a direct campaign after it’s live?
        • A: Yes, you can edit line items and creatives, but changes may affect delivery.
      Discussion Points:
      • How do you negotiate direct deals with advertisers?
      • What challenges have you faced with direct campaigns?
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    • Setting Up Reservations and Guaranteed Deals
      Learn how to reserve inventory and fulfill guaranteed contracts.
      • What Are Reservations and Guaranteed Deals?
        • Reservations allow you to set aside inventory for specific advertisers.
        • Guaranteed deals ensure that the advertiser’s ads will be delivered as agreed.
      • How to Set Up Reservations in GAM:
        1. Go to Delivery > Line Items.
        2. Click New Line Item.
        3. Set the line item type to Sponsorship or Standard.
        4. Define the targeting, budget, and creatives.
        5. Save and activate the line item.
      • Best Practices for Guaranteed Deals:
        • Use clear naming conventions for reservations.
        • Set realistic budgets and targeting parameters.
        • Regularly monitor delivery and adjust as needed.
      FAQs:
      • Q: How do I ensure guaranteed delivery?
        • A: Use the Delivery tab to monitor delivery and adjust targeting or budgets if needed.
      • Q: Can I set up multiple reservations for the same inventory?
        • A: Yes, but ensure that the reservations do not overlap to avoid conflicts.
      Discussion Points:
      • How do you manage multiple reservations for the same inventory?
      • What strategies do you use to fulfill guaranteed deals?
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    • Troubleshooting Campaign Delivery Issues
      Fix common issues like underdelivery, overdelivery, and pacing problems.
      • Common Campaign Delivery Issues:
        • Underdelivery: Ads are not being shown as frequently as expected.
        • Overdelivery: Ads are being shown more frequently than expected.
        • Pacing Issues: Ads are not being delivered evenly over the campaign period.
      • How to Troubleshoot Delivery Issues:
        1. Check the Delivery tab for real-time delivery data.
        2. Adjust targeting or budgets to resolve underdelivery or overdelivery.
        3. Use the Pacing tool to ensure even delivery over the campaign period.
      • Best Practices for Troubleshooting:
        • Regularly monitor delivery and adjust as needed.
        • Use GAM’s debugging tools to identify and fix issues.
        • Communicate with advertisers to manage expectations.
      FAQs:
      • Q: Why is my campaign underdelivering?
        • A: Underdelivery can be caused by insufficient inventory, overly restrictive targeting, or low budgets.
      • Q: How do I fix pacing issues?
        • A: Use the Pacing tool in GAM to adjust delivery speed and ensure even distribution.
      Discussion Points:
      • What tools do you use to troubleshoot delivery issues?
      • How do you handle pacing problems in direct campaigns?
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Last modified: January 31, 2025

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