Create an ad campaign

Before you start

• Set an Advertiser name in the Ads Manager's Settings (admins only). It is shown on every ad as Sponsored · name.
• Add money to the account's balance. You cannot publish while the balance is ₹0. See Ad budget, balance and billing.
• Have your picture or video ready. Images can be up to 10 MB. Videos can be up to 200 MB and 60 seconds long.
• If the ad should open a course, bundle, notes, club or meetup, make it first. You can only choose things you made with your own account.
• You need to be an admin or advertiser on the ad account. Analysts cannot create or change campaigns.

1. 1Open the Ads Manager.
2. 2Choose Create (or Create your first campaign if you have none yet).

Step 1: Objective

Choose what you want people to do after they see your ad. The objective decides what the auction looks for, and what counts as a result in your reports.

Choose Continue.

You can change the objective only while the campaign is a draft. If you change it, every ad set in the campaign switches to the new objective's first goal.

Step 2: Campaign

• Campaign name: only your team sees it. Sikhami fills in a name such as Awareness campaign with today's date; change it to something you will recognise.
• Budget: normally each ad set has its own budget, which you set in the next step. Turn on Campaign budget to give the whole campaign one budget instead, shared out to the ad sets that are doing best. Then choose Daily budget or Lifetime budget, the amount, the Starts and Ends dates, and a Bid strategy (explained in Step 3).
• A/B test: turn on Test ad sets against each other if you want the campaign's ad sets (2 to 5 of them) to become a fair test when you publish. Each person then sees only one of them. Choose What you are testing and How the winner is chosen. See Ad results, reports, A/B tests and rules.

Choose Create draft and continue, or Save draft to stop here and come back later.

Step 3: Ad set

The ad set decides who sees the ads, where, when, and for how much. Start with an Ad set name (only your team sees it).

Performance goal

Pick what the auction should get you. The choices depend on the objective, and each one says what a result is. For example, a result for Link clicks is a tap on the ad or its button, and a result for Video views is three seconds of your video watched.

With Link clicks you also choose You pay for: Impressions (you pay each time the ad is shown) or Link clicks (CPC) (you pay only when somebody taps your ad). Every other goal pays for impressions.

Budget and schedule

• Daily budget: the most to spend each day, at least ₹50. It is spent evenly through the day (Indian time), never all in the first hour.
• Lifetime budget: one amount for the whole run, at least ₹50 for each day of it. It needs an end date.
• Starts and Ends: with a daily budget you can leave Ends empty, and the ad set runs until you pause it.

Under the budget you see a rough daily guess of impressions and results. It is only a guide; the auction decides the real numbers. If the campaign has a campaign budget, this part shows that budget instead.

Bid strategy

For the Reach and Impressions goals the amount is per 1,000 impressions; for the other goals it is per result. No ad can win below the reserve price, which is between ₹40 and ₹80 per 1,000 impressions depending on the placement.

Audience

Choose who can see the ads: Topics, Languages, Exams, Subjects, Levels, States, Gender, Interests, People who follow you and Age, plus any custom audiences you include or exclude. A list you leave empty does not narrow the audience. The Audience size box shows an estimate as you change things. Save as audience keeps these choices for other ad sets, and Load a saved audience… brings saved ones back. Everything here is explained in Ad audiences and targeting.

Placements

• Automatic placements (recommended): all five places, and the auction spends where results are cheapest.
• Choose placements: only the places you tick, from Home feed, Clips, Stories, Search results and Explore.

When search results are included, add Search keywords, one per line, up to 50. Your ad appears above search results only when a search matches one of them, using the Match type you pick:

• Broad match: any word of the keyword is in the search.
• Phrase match: the keyword appears as a phrase inside the search.
• Exact match: the search is exactly the keyword.

With automatic placements, keywords are optional; without them the ad set simply skips search. If you chose placements yourself and ticked Search results, you must add at least one keyword.

Frequency, attribution and hours

• Frequency cap: the most times one person sees these ads, for example at most 3 times per person every 1 day (the starting setting). You can choose 1 to 20 times, every 1 to 30 days.
• Attribution window: how long after someone taps or sees your ad a purchase, enrolment or follow still counts for it. Choose 7-day click or 1-day view (the starting setting), 7-day click or 1-day click.
• Days and hours: pick a Time of day (Mornings, Afternoons, Evenings, Late nights or Daytime), or choose exact Days and Hours. Times are Indian Standard Time. Leave them empty to run every day, around the clock.

Choose Save and continue. Anything still missing is listed above the buttons; you can save a draft and fix it before publishing.

Step 4: Ad

• Ad name: only your team sees it. Below it, Shown as tells you how the ad is labelled: Sponsored and your advertiser name.
• Format: Single image or video, or Carousel, which is 2 to 10 square cards that people swipe through, each with its own picture, headline, button and link.
• Media: for a single ad, upload a version for each shape: Home feed (portrait 4:5), Clips and stories (full screen 9:16) and Search and Explore (square 1:1). Use in every shape reuses one upload. Each box shows how that placement crops your picture, so keep text and faces away from the edges. Stories play only the first 15 seconds of a video.
• Text: a Headline (up to 40 characters) and Primary text (up to 125 characters). Turn on Dynamic creative to write up to 5 headlines and 5 texts; Sikhami tries the combinations and shows the ones people respond to most.
• Button: Learn more, Enrol now, Get notes, Join club, Book a seat, View profile, Follow, Sign up, Get quote, Apply now, Download, Watch more or Contact us.
• Destination: where a tap goes: A course, A course bundle, Notes, A club, A meetup, Your profile, A link or A lead form. In a carousel, each card has its own link instead, and a card cannot open a lead form.

The Preview beside the form redraws the ad as you type, with a tab for each placement. A placement your ad set does not use is crossed out. Choose Save and review.

Video ads always play without sound, so make sure your video works on mute.

Step 5: Review and publish

This step shows the campaign, each ad set and each ad, with Edit links. Anything that would stop the campaign is listed under Fix these before publishing, each with a Fix link that takes you to the right step.

1. 1Fix anything that is listed.
2. 2If your balance is ₹0, choose Add funds. Any amount from ₹100 is enough to publish.
3. 3If you want an A/B test, check that Run as an A/B test is on.
4. 4Choose Publish.

Publishing switches on the campaign and its ad sets and sends every ad to review. Ads start showing once they are approved, from their start date, inside their days and hours, and while there is money in the balance. Save as draft and exit keeps everything as a draft instead.

Edit, add to or stop a campaign

• To edit, open the Ads Manager, find the campaign, ad set or ad, and choose Edit on its row. The same steps open at the right place.
• You can change an ad set's audience, budget, bid, dates and placements at any time, even while it runs. These changes do not need a new review.
• Changing what people see in an approved ad sends it back to review, and it stops showing until it is approved again.
• To add an ad set or an ad to a published campaign, open the campaign with Edit, add it (on a computer, use + Ad set or + Ad in the In this campaign box), then choose Publish changes on Review & publish. Only the new parts are switched on; anything you paused stays paused.
• To stop a campaign or ad set, tick it on the Campaigns screen and choose Pause. Choose Resume to start it again.
• Duplicate makes a draft copy, which is handy when you want to test one change against the original.

Questions