General Properties

The General tab on the tactic editor is where you set up the basic targeting settings for the tactic.

  • Tactic Name: Enter a descriptive name for the tactic. For example, a retargeting tactic for ABC Plumbing might be called "ABC Plumbing - Retargeting".

  • Status: Specify whether you want to allow the tactic to start spending immediately after you save it.

    • Online: The tactic can start spending immediately if the group is also online. Note that flight dates still apply, so if a date range has been specified that is in the future, the tactic will not be eligible to spend until that time. A tactic must be linked to at least one creative and one exchange to be online.
    • Offline: The tactic cannot spend.
    • Archived: The tactic is no longer needed. See Archiving Tactics and Creatives for more information.
  • Default Bid: Enter an approximation of what you would pay for 1000 impressions. You can adjust this value as needed.

    • Use bid multiplier: Increase or decrease a tactic's bid price in certain circumstances (for example, based on the exchange or creative). See Bid Multipliers for more information.
  • Bid Shading: Apply bid shading to automatically reduce the bid price you pay win an auction. See Bid Shading for more information.

  • Budget: Specify the maximum amount this tactic can spend. The minimum budget is $5.00. Select whether this budget is daily or all time:

    • Daily: The budget applies for each day between the tactic's start date and end date. For example, a $100 daily budget spends up to $100 every day that the tactic is live.
    • All time: The budget applies across all of the days between the tactic's start and end date. For example, a $100 all-time budget spends up to $100 across the entire duration of the tactic.
    • Note: You cannot edit the budget for a tactic if its budget is optimized by group budget optimization.

  • GBO Minimum Daily Budget: If the group this tactic belongs to uses group budget optimization (GBO), set a minimum budget to prevent the optimizer from reducing this tactic's spend to $0.00. Select On and enter the minimum daily budget for this tactic.

  • Pacing: Select how quickly you want this tactic to spend its budget:

    • Off: Spend the budget as fast as possible.
    • Tactic: Spend the budget evenly across the tactic's flight dates.
    • Creative: Spend the budget evenly across creative flight dates, if set. See Using Creative Flighting for more information.

    Under most circumstances, you will want to enable pacing, as the large amounts of inventory available could cause your budget to spend very quickly.

    Although you cannot use group pacing and tactic pacing at the same time, you can turn either one on or off at any time. However, if you change the tactic's pacing mid-flight, the pacing system will adjust according to the new selection--it will either start spending evenly through the day, or try to spend as fast as possible from that point on. See Tactic and Group Pacing for more information.

    Note: If group pacing has been enabled, you cannot also enable tactic pacing. If you set tactic pacing and then apply group pacing, the group pacing settings override tactic pacing.

  • Start and End Dates: Set the dates that the tactic will run. The start and end dates must fall within the group's date range. Tactics run from 12:00:00 AM ET of the start date to 11:59:59 PM ET of the end date. Tactics must also be set to online and linked to an eligible creative to start bidding.

    Dayparting: Set the hours of the day that the tactic can bid on impressions. The default timezone is Eastern time (ET).

    If you want a tactic to run past midnight, you must set two rules: one that covers the hours before midnight, and one that covers the hours after. For example, to run a tactic from 11 PM to 4 AM every night, set these two rules: one from 11 PM - 11:59 PM, and another from 12:00 AM to 4:00 AM.

    If you select Set hours in local time, dayparting takes place in the users' timezones as opposed to Eastern time. For example, if you are running a target targeting all of the USA that runs from 6:00 AM to 9:00 AM, then the ads are seen from 6:00 AM to 8:59 AM is the users' respective locations. Reporting only reflects one timezone, so your reports will show that there was spend outside of the specified dayparting hours. For example, you may see spend from 9:00 AM to 11:59 AM, because 6:00 AM to 8:00 AM PT is 9:00 AM to 11:59 AM ET.

  • Frequency Cap: Specify how many times you'd like individual users to see your ads within a set period of time. By default, tactics deliver up to 3 ads every 12 hours.

    Frequency caps apply to individual devices by default, but can be set to apply to individual users by enabling cross-device support. If your tactic uses bid multipliers, you can adjust the bid for each time a user sees an ad from the tactic.