This article describes the role of scenarios for campaign planning and how to create, edit, and delete scenarios.
Introduction
Using scenarios to implement or preview different planning variations when creating a campaign is a great way to compare the outcomes for the same budget and select the most optimal one.
For example, based on the desired performance (financial, awareness, engagement rate), you can experiment with different budgets, target group coverage, or click-through rates.
Offers created at the campaign level are available for all scenarios, enhancing different planning variations.
Properties
Each scenario contains important planning data. Properties are represented by several tabs in the interface.
Master data tab
Rename the planning scenario here.
Coverage tab
Enter metrics for planned coverage here.
Fixed agency fees tab
Enter agency fees that apply to the overall campaign in a fixed amount, i.e., that do not depend on volumes (e.g., ad impressions, clicks, or conversions) or media costs/discounts and do not apply to a certain item in the media plan.
See here for complete information about fixed agency fees.
Performance planning tab
Open this tab to define whether post-click and/or post-view activities should be taken into account in the calculation of conversions.
See here for more information about using conversions.
Types of scenarios
Default scenario
A standard scenario is automatically created each time a campaign is created. Additional scenarios for different planning variations can be created manually.
Master scenario
This is the scenario selected by the client to be implemented. It is marked in bold text for easier identification.
This feature requires at least one plan item in the scenario to be approved externally. That means that the client has approved the plan item for booking and the relevant planning can be implemented.
Once a scenario is approved externally, all other scenarios in the campaign are blocked for external approval and therefore for booking.
Managing scenarios
Scenarios can be created, edited, and deleted.
- To create a scenario, navigate to the desired campaign and click on it.
- In the upper bar, click the ⊕ sign and select ⊕ Scenario.
- Fill in the name for the new scenario and save your changes.
- To edit a scenario, click the dropdown menu next to its name and select Edit.
- To delete a scenario, click the dropdown menu next to its name and select Delete.