Create a campaign

The process includes the following four steps:

1. Configure basic information

2. Configure the target audience

3. Configure marketing events

4. Configure marketing actions

About marketing campaigns

Intelligent Delivery supports two types of marketing campaigns: interactive marketing campaigns and proactive marketing campaigns. Proactive marketing campaigns directly promote to a target audience through actions such as ad delivery. In contrast, interactive marketing campaigns trigger targeted promotional activities only when a user performs one or more specific behaviors. Interactive campaigns support two marketing actions: ad delivery and message push. You can create the campaign type that best suits your business scenario.

Within a single campaign, Intelligent Delivery supports both ad delivery and message push as marketing actions. For ad delivery, you can use creatives such as text, images, and animated images. You can also create a push notification. After the campaign becomes active, ads are delivered and messages are pushed to the target audience.

Prerequisites

Before you create a campaign, you must create creatives, ad spaces, audiences, events, and campaign units.

Step 1: Configure basic information

1. Log on to the mPaaS console and select your application. In the navigation pane on the left, choose Intelligent Delivery > Campaign Management to go to the Campaign Management page.

2. In the campaign unit list, click the name of the target campaign unit to open the campaign configuration console.

3. Click the Add Campaign button and select the type of campaign to create: Proactive Marketing Campaign or Interactive Marketing Campaign.

4. Configure the basic information for the campaign.

   The following table describes the basic information settings.

   Configuration Item	Description
   Campaign Name	(Required) Enter a name for the campaign. The name can be up to 30 characters long. Campaign names must be unique within the same campaign unit.
   Campaign Type	Displays the activity type. Proactive marketing supports direct promotional activities for a targeted audience. Interactive marketing supports triggering targeted promotional activities when a user performs one or more specific behaviors in the future.
   Campaign Validity Period	(Required) Select the start and end times for the campaign. You can be precise to the second. In the time range selection box, after selecting the start and end dates, click Select Time and use the scroll bars to select the specific hour, minute, and second. You cannot select a time earlier than the current date.
   Campaign Recurrence	Configure a recurring delivery rule for the campaign, such as delivering on specific dates. The options are described as follows: Daily: The campaign runs every day within its validity period. Weekly: Select the days of the week for campaign delivery. You can select multiple consecutive or non-consecutive days. For example, if you select Monday, Wednesday, and Thursday, the campaign runs only on Mondays, Wednesdays, and Thursdays within its validity period. Monthly: Select the dates of the month for campaign delivery. You can select multiple consecutive or non-consecutive days. For example, if you select the 1st, 16th, and 17th, the campaign runs only on the 1st, 16th, and 17th of each month within its validity period.
   Conversion Rate Metric	Select an associated Mobile Analysis Service (MAS) event. The occurrence of this event indicates that the campaign goal is achieved, which completes the conversion. If you do not select a MAS event, the conversion rate is calculated by default as: Conversion Rate = Clicked Devices / Exposed Devices. The conversion rate metric for a campaign can be set independently from the metric for its parent campaign unit. Each campaign within a unit can have a different goal and thus a different conversion rate metric. For example, the goal of Campaign 1 might be a logon event, the goal of Campaign 2 might be a click event, and the goal of the campaign unit might be a payment event. When viewing campaign performance, you can see conversion rate statistics for each campaign and the overall campaign unit based on their different goals. Before you associate a MAS event, you must first create the event on the mPaaS Console > Mobile Analysis > Custom Analysis > Custom Configuration page. For more information, see Configure events. Then, integrate the MAS component into your client. For more information, see Integrate with Android or Integrate with iOS. Finally, complete the custom instrumentation. For more information, see Android client instrumentation or iOS client instrumentation.
   Campaign Description	Enter a description for the campaign. The description can be up to 100 characters long.

5. After you configure the basic information, click Next to configure the target audience.

Step 2: Configure the target audience

On the Target Audience page, configure the audience for the campaign. You can select a target audience and a whitelist audience. You can also filter the selected audience by criteria such as platform, city, and version.

The following sections describe how to add a target audience and a whitelist audience.

Add a target audience

1. In the Audience area, select the Target Audience checkbox.

2. In the new audience selection box that appears, click the + Add button.

3. In the Select Target Audience window that appears, select an existing audience. You can also click the Create Intelligent Delivery Audience button in the upper-right corner of the window to create a new audience. For more information, see Create an audience.

   The list in the window shows Mobile Analysis Service (MAS) audiences and manually created Intelligent Delivery audiences. You can search for a target audience by audience source, name, or ID.

4. Select one or more target audiences from the list and click OK.

   • If you add multiple audiences to a single selection box, the campaign targets the intersection of these audiences.

   • To remove an audience, hover over it in the selection box and click the delete icon that appears.

5. (Optional) Click the + OR button and repeat the preceding steps to add another audience or an intersection of multiple audiences.

   • The relationship between different audience selection boxes is OR. If you add multiple selection boxes (audience intersections), the campaign targets the union of these sets.

   • If there are two or more audience selection boxes, you can click the delete icon in the upper-right corner to remove a selection box.

Add a whitelist audience

1. In the Audience area, select the Whitelist Audience checkbox.

2. In the new audience selection box that appears, click the + Add button.

3. In the Select Target Audience dialog box on the right side of the page, you can select an existing audience. You can also create a new audience by clicking the Create Smart Delivery Audience button in the upper-right corner of the Select Whitelist window. For more information, see Create an audience.

   Note

   Whitelist audiences can only be sourced from Intelligent Delivery audiences.

4. Select one or more target audiences from the list and click OK.

   • If you add multiple audiences to the selection box, the campaign targets the union of these audiences as the whitelist.

   • If you configure both a target audience and a whitelist audience, the campaign targets the union of all selected audiences.

After you configure the target audience, click Next to configure marketing events.

Step 3: Configure marketing events

On the Marketing Events page, add the marketing events that trigger marketing actions. These events are pre-created Mobile Analysis Service (MAS) events.

The marketing events step appears only when you create an interactive marketing campaign. For an interactive campaign, a marketing action, such as delivering an ad or pushing a message, is triggered when a user in the target audience performs a specific marketing event. Therefore, you must configure the marketing events that trigger these actions.

Perform the following steps:

1. In the Time selection box, select the target time period. You can only select a time period within the campaign's validity period.

2. From the Performed drop-down list, select a pre-created MAS event.

3. Select the condition for the event to trigger the marketing action. You can choose Greater than, Equal to, or Less than.

4. Select the critical value for the event to trigger the marketing action. This is the number of times the MAS event must occur.

5. Click the + Filter Condition button to add filter conditions for the event trigger.

   1. From the Property drop-down list, select the MAS event property to filter by.

   2. Select the condition for the filter. You can choose Equal to, Not equal to, Contains, or Does not contain.

   3. Select the corresponding property value for the filter condition.

      Note

      You can combine filter conditions using the logical operators OR and AND. However, you can add a maximum of three filter conditions at the same level of OR or AND logic.

6. Click Next to configure marketing actions.

Step 4: Configure marketing actions

Intelligent Delivery provides two marketing actions: Deliver Ad Space and Push Message. You can use the Deliver Ad Space action for proactive marketing campaigns. For interactive marketing campaigns, you can use either or both actions.

The following sections describe how to configure these two marketing actions. After you configure the marketing actions and submit them, the marketing campaign is created.

Deliver ad space

A single campaign can deliver to multiple ad spaces. Complete the following steps to add an ad space:

1. In the Deliver Ad Space section, click the + Add Ad Space button.

2. In the Select Ad Space window that appears, select the ad space that you want to add and click OK.

   The list in the window shows created ad spaces. You can search for a target ad space by name or ID, or filter by ad space type and creative type. If no suitable ad space is available, you can click Create Ad Space to create one. For more information, see Create an ad space.

3. An editing card for the selected ad space appears. On the card, click the + Add Creative button to add the ad creatives that the campaign will deliver to this ad space. You can add up to three sets of ad creatives. A real-time preview of the ad space is available on the right side of the editing card and updates as you add creatives.

   Note

   When the campaign creative is an H5 creative, the configured campaign landing page URL does not support redirection.

   You can add multiple creatives to one ad space. The types of creatives that you can add to a campaign vary because different types of ad spaces support different creative types. For more information, see About ad spaces.

4. Configure the Fatigue Control rules for the ad space. These rules control how creatives are displayed. Click the Add Rule button to add multiple rules.

   An ad space contains one or more ad slots, and each ad slot can display one campaign creative. Creatives from a campaign that calls the ad space resource can be flexibly interleaved in the ad space based on the fatigue rules.

   A single fatigue rule applies to all campaign creatives within a specific ad space that is called by the current campaign. For example, assume the fatigue rule for the current ad space is "display twice a day". This means that the creatives in the campaign can be shown to the same user a maximum of two times per day. After a creative has been shown twice to a user in one day, it will no longer be displayed to that user in the current ad space for the rest of the day.

   The following table describes the fatigue control rules supported by Intelligent Delivery:

   Fatigue		Description	Supported slot types
   Display	Always display	The creative is always displayed during the campaign's validity period.	All ad space types
   	Disappear after a period of time	The creative is no longer displayed after being shown for a certain period.	Launch screen Announcement
   	Disappear after a number of times per day	The creative is no longer displayed after being shown a certain number of times in one day. The number of displays is customizable.	Launch screen Announcement
   	Disappear after multiple times	The creative is no longer displayed after being shown a certain number of times. The number of displays is customizable. Each time the app navigates to the page containing the ad space, it triggers one display of the ad space creative.	Launch screen Pop-up List Banner Marker Announcement
   Click	Disappear after multiple times	The creative is no longer displayed after being clicked a certain number of times. The number of clicks is customizable.	Launch screen Pop-up List Banner Buoy Announcement
   	Disappear after multiple times per day	The creative is no longer displayed after being clicked a certain number of times in one day. If the next day is still within the campaign's validity period, the creative can be displayed again. The number of clicks is customizable.	Pop-up List Banner Marker Announcement
   	Disappear after redirect	After the creative is clicked and redirects to the specified Android, iOS, or H5 page, it disappears and is no longer displayed.	Pop-up List Banner Buoy Announcement
   Close	Disappear after multiple times	The creative is no longer displayed after being closed a certain number of times. The number of closes is customizable.	Pop-up Announcement Banner
   	Disappear after multiple times per day	The creative is no longer displayed after being closed a certain number of times in one day. If the next day is still within the campaign's validity period, the creative can be displayed again. The number of closes is customizable.	Pop-up Announcement Banner
   	Disappear immediately	After the creative is closed, it disappears immediately and is no longer displayed.	Pop-up Announcement Banner
   Note The Display - Always display rule cannot be used with other rules. Otherwise, the Display - Always display rule will not take effect. When the Click - Disappear after multiple times or Click - Disappear after multiple times per day rule is added, the number of clicks on the creative is recorded even if it has no redirect URL.

5. Configure the Ad Space Display Priority.

   • Ad slot resource allocation rules within the same ad space (listed from highest to lowest priority):

     • Campaign priority: The system prioritizes campaigns based on the ad space display priority that you configure in the console. Campaigns with a higher priority are displayed first.

     • Campaign up time: When campaigns with the same priority compete for the same ad space resource, they are sorted by their up time. The most recently published campaign is displayed first.

     • Extra rule: Campaigns in their last day of validity are prioritized. If multiple campaigns have the same priority based on the first two rules, the creatives of the campaign in its last day of validity are displayed first. For campaigns that meet this condition, the "Campaign up time" rule is temporarily suspended.

   • Campaign creative display:

     • When the number of ad slots in an ad space is greater than or equal to the number of creatives to be displayed, all creatives are sorted and displayed based on a combination of campaign priority, campaign up time, and creative freshness.

     • When the number of ad slots is less than the number of creatives to be displayed, all creatives are sorted based on campaign priority, campaign up time, and creative freshness. The top N creatives are then displayed in order, where N is the number of ad slots.

     For example, consider an ad space with a three-frame carousel. Campaigns A, B, C, and D all need to display creatives to the same user, and each campaign has two creatives. Campaigns A and B have a high priority, Campaign C has a medium priority, and Campaign D has a low priority. This means the four creatives from Campaigns A and B have priority over the others. Assume Campaign A was published before Campaign B, but Campaign A will be unpublished one day earlier than Campaign B. In this case, if it is not the last day of Campaign A's validity, the three ad slots are allocated to Creative 2 of Campaign B, Creative 1 of Campaign B, and Creative 2 of Campaign A. However, on the last day of Campaign A's validity, the "Extra rule" takes effect, and the three ad slots are allocated to Creative 2 of Campaign A, Creative 1 of Campaign A, and Creative 2 of Campaign B.

     This example does not consider fatigue rules. When fatigue rules are applied, the creatives from Campaigns C and D also have a chance to be displayed to the user. This allows for more effective use of ad space resources.

6. (Optional) Click the + Add Ad Space button and repeat the preceding steps to add another ad space and upload one or more sets of ad creatives.

   To delete an ad space, click the delete icon in the upper-right corner of the ad space section and confirm the deletion.

Push message

Only interactive marketing campaigns support message push, and you can only add one message push action per interactive campaign.

Complete the following steps to add a push:

1. In the Push Message section, click the + Add Push button. A Push Message Content editing card appears.

2. Click the + Add Creative button to add creatives for the push notification. You can add up to three sets of push creatives. A real-time preview of the message is available on the right side of the card and updates as you add creatives.

   The following table describes the information to configure for each creative in a message push.

   Configuration Item	Description
   Push Title	The title of the message. It can be up to 30 characters long.
   Push Content	The content of the message. It can be up to 100 characters long.
   Redirect URL	The redirect link associated with the creative. When a user clicks the push content on the client, they are redirected to the page at this address. You can redirect to an online webpage or an in-app page. You need to configure different information for different page types: Online webpage: Enter the URL of the target page. In-app page: Enter the schema of the target page, and then perform the relevant configuration on the client. For more information, see Integrate with clients (Integrate with Android, Integrate with iOS, Integrate with H5).

3. Set the message validity period and the push blackout period.

   Configuration Item	Description
   Message Validity Period	Configure the validity period for the message push. The minimum is 3 minutes, and the maximum is 72 hours. If a message fails to be delivered because the device is offline or the user is logged out, the system will try to push the message again when the device comes online or the user logs back in within the validity period. This ensures a higher delivery rate.
   Push Mode	The default is Push Immediately, and it cannot be changed. After the campaign is active and published, the system pushes the campaign's creative (message) as soon as a user performs a marketing event that hits the campaign.
   Push Blackout Period	Configure a blackout period for the push. During this period, the system will not send pushes, regardless of whether the campaign is hit, to avoid disturbing the user.

4. After you confirm that the information is correct, click Submit.