Campaign is a set of buyer configurations created in PX platform in order to start a lead (click, call, or data) flow between particular publishers and buyer. All campaigns are easily scaled across all verticals.
To create a new campaign, go to Campaigns and click Create campaign -> PMP campaign:
OE campaigns (virtual campaigns) can be created only by Publisher PMP account, for which Open Exchange traffic has been enabled.
New campaign page appears, including the following sections:
- General Information
- Commercial (lead category)
- Call Destination Routing (call category)
- Payout (call category)
- Volume & Allocation
- Quality (lead category)
- Goals (lead category)
General settings describe the basic configurations of the campaign.
1. Buyer shows the name of the buyer to which this campaign belongs.
2. Category - select the appropriate category (Lead / Call). Depending on the category selected, different fields and page blocks become available.
3. Vertical - select a market segment, in which this campaign is going to buy leads.
4. Campaign name - enter the name of the campaign, avoiding special characters.
It is recommended to combine Buyer name, Type and Vertical (e.g. BuyerNameExclusiveAuto) in order to keep data organized and simplify support process.
5. Description (optional) - enter any additional campaign details.
6. Buy calls from (call category) - select the marketplace where this campaign is going to buy leads: PMP (default) or Open Exchange.
- PMP campaigns that buy calls from Open Exchange can be linked to Open Exchange call offers.
- Buy calls from setting can't be changed after PMP call campaign creation.
7. Sales model (lead category) - select the sales model for the campaign (None, Exclusive, Shared, Undersold, Mixed).
8. Post type (lead category) - select the type of lead posting for this campaign (PING POST / DIRECT POST).
9. Country - select a country for this campaign.
10. Currency - select the currency in the dropdown list.
Commercial (lead category)
Commercial settings describe financial configurations of the lead сampaign.
1. Tier - assign the buyer campaign to one of the tiers (1, 2, 3, 4, 5 or 0).
2. Duplicate prevention - the number of days, for which a duplicated lead cannot be offered to this campaign (30 is recommended).
3. Payout quality (%) - the percentage of your confidence towards a buyer regarding payout obligations.
Payout quality is used in the bidding process. For example, Buyer A has 100% PQ, while Buyer B has 95% PQ. If both buyers bid $10 for a lead, the bid of Buyer A is calculated as 100%**$10 =$10, and Buyer B’s bid is 95% x$10 =$9.50. In this case, Buyer A wins the lead.
4. Floor Payout - the minimum payout for one lead from this campaign.
5. Direct Bid - the price that the campaign is willing to pay for a lead using a direct post.
Direct bid must be higher than Floor payout.
Call destination routing (call category)
Call destination routing section allows you to specify the Destination number, to which calls should be forwarded for this campaign. Enter a valid phone number:
- Campaigns of the same buyer can have the same destination number.
- Assigning a new number to the campaign can take up to 15 minutes to update.
2. Call recording enabled - select whether to record all calls routed to this campaign (Yes/No). If call recording is disabled for the campaign, n/a is displayed for calls to this campaign in Transactions call report.
Payout (call category)
Payout section allows you to define which calls should be paid and in which amount:
1. Call payout - the default payout paid by the campaign for one successful call forwarded to it.
2. Call duration - the minimum call duration in minutes and seconds that defines the call as successful and eligible for payout.
Configure additional payout rules in Payout Management.
3. Repeated calls - select whether repeated calls should be paid by this campaign:
- Paid - all repeated calls are processed and paid as usual;
Not paid (by default)- repeated calls are not paid if they come within the specified period below.
4. Repeated call period (days) - if the call comes to this campaign within the specified period, the campaign doesn’t pay for it and this call is marked as Repeated in Transactions call report.
Volume & allocation
Volume & allocation section allows you to configure monthly, weekly, daily and day of week lead caps and budgets for the campaign, as well as several general settings:
1. Lead interval pacing (lead category) - set the minimum interval in seconds, during which the campaign won't receive any new leads after the previous lead was bought.
If the campaign doesn’t get the lead because of the interval configured, a transaction with Lead Interval Active buyer result will be displayed in Transactions outbound report.
2. Phone masking cap (lead category) - set the daily limit of leads, for which phone numbers will be masked. This helps to track call metrics like reach time, the number of call attempts, and call duration.
Considering that PX platform adjusts the lead flow to fill capacities of all campaigns in the platform, there can be a small infelicity in lead caps, meaning that campaign can receive several leads a day more (or less) than configured.
The next set of configurations is related to lead capacities and budgets for this campaign. By default, No limit is set for each capacity and budget.
2. Leads - the maximum number of leads/calls that this campaign can buy in one month.
3. Budget allocation - the monthly budget that can be spent by this campaign.
If monthly capacity and/or budget is reached, the platform doesn't post leads and forwards calls to this campaign until the next month starts or this cap (budget) is increased.
4. Leads - the maximum number of leads/calls that this campaign can buy in one week.
5. Budget allocation - the weekly budget that can be spent by this campaign.
If weekly capacity and/or budget is reached, the platform doesn't post leads and forwards calls to this campaign until the next week starts or this cap (budget) is increased.
Daily volume & allocation can be set in a standard or custom way. Select Standard to configuring the same cap and budget for each day:
6. Leads - the maximum number of leads/calls that this campaign can buy in a day.
7. Budget Allocation - the daily budget that can be spent by this campaign.
Click Custom to set different caps and budgets for specific days of the week depending on your needs. For example, you can configure different caps for Saturday and Sunday and budgets for working days:
If any daily capacity and/or budget is reached (either standard or custom), the platform doesn't post leads and forwards calls to this campaign until the next day starts or this cap (budget) is increased.
Quality (lead category)
Quality section contains quality score configurations of the lead campaign.
1. Source quality ceiling (Excellent by default) - select the maximum publisher tier to post leads to this campaign (Excellent, Very good, Good, Fair, Below average or Poor).
2. Source quality floor (Poor by default) - select the minimum publisher tier to post leads to this campaign (Excellent, Very good, Good, Fair, Below average or Poor).
Goals (lead category)
The Goal is the specific disposition status of the lead that the buyer strives to reach (most often - Sale or Customer). Goals are configured on the campaign level together with the expected revenue received by the buyer when it is achieved. Read more about Disposition goals.
1. Target CPA Status - set the desired lead status that matches the target acquisition of the buyer. To remove the goal, select None status.
Target status names may vary per vertical according to settings on Disposition Naming page.
2. Target CPA - set the target revenue the buyer expects to receive when the goal (specific lead status) is reached.
Click Save as soon as you are done with Campaign settings.
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