Introduction to campaigns at Smartly

Overview of campaigns

Campaigns are the basic unit of advertising operations in Smartly. Campaigns contain ad groups which in turn contain ads - or to put it the other way around, ads are collected under ad groups which provide targeting and budgeting options, and a collection of ad groups forms a campaign.

You typically set objectives, budgeting, duration, automation and dynamic features on the campaign or ad group level. This varies a little by ad platform, though.

Different ad platforms support different campaign objectives - after all, TikTok isn't like Google Ads, and Meta isn't Snapchat. You'll select your target ad platform partly based on your objectives and partly based on your target audience.

Campaign types per ad platform

By and large, Smartly supports the same campaign types as each ad platform's native tools. In the case of recently released types, there may be a delay as we scramble to implement the functionality in Smartly - we encourage you to stay tuned!

Google Ads campaign types

Currently Smartly supports Google Demand Gen campaigns. More campaign types are set to be implemented very soon!

Meta campaign types

Smartly supports the great majority of the Meta campaign types and ad formats available in Ads Manager. We also offer some additional features through our API, such as bid multipliers. 

For auction buying, all 6 ODAX objectives are supported in Smartly. (Store Traffic / Awareness + Stores is planned for Q1 2024).

Campaign objective	Your business goal is to...	Previous campaign objective
Awareness	Create awareness of your business. This objective will help you reach the largest number of people who are most likely to remember your ad. For example, if your business is new or has been recently renamed, awareness may help potential customers become more familiar with your business.	Brand awareness Reach Video views Store traffic
Traffic	Increase traffic to an online destination of your choice. Send people to a destination, such as your Facebook or Instagram shop, website or app. For example, if you're having a flash sale in your shop or want to send potential customers to a web page that describes your services, this may help drive traffic to those destinations.	Traffic
Engagement	Find people more likely to engage with your business online, send a message or take desired actions on your ad or Page. For example, if you want people who are interested in your products or services to start a conversation via Messenger, this objective can reach potential customers more likely to do so.	Engagement Video views Messages Conversions
Leads	Collect leads for your business or brand via messages, phone calls or sign-ups. For example, if you want potential customers to sign up for a monthly newsletter, this objective can help you reach people willing to share their information with you to learn more about your business.	Lead generation Messages Conversions
App promotion	Get people on mobile devices to install or take a specific action within your app. For example, if you want potential customers to make a purchase through your app or try a new app feature, you can create an app promotion campaign.	App installs
Sales	Find people likely to purchase your goods or services. For example, if you want to reach people most likely to make a purchase, such as through an e-commerce site, you can use the sales objective. You can also optimize for other actions, such as adding an item to their basket.	Conversions Catalogue sales

• For reservation buying, Reach & Frequency campaigns are supported.
• Even special campaign types like iOS14 App Install, Advantage+ Shopping campaigns, and Advantage+ App are supported. 
• All Dynamic Ads Catalog Verticals are supported (Product, Travel, Real Estate, Home Listing) 
  
  Note In Workspaces, dynamic audiences for Real Estate and Home Listing (e.g. ViewContent 30 days) cannot yet be created or imported 

Supported ad types

All ad formats are supported in Smartly.

Note Advantage+ Catalog is not available yet in Workspaces and is planned for Q1 2024.

Pinterest campaign types

Campaign objective	Your business goal is to...
Brand awareness	Create awareness of your business. This objective will help you reach the largest number of people who are most likely to remember your ad. For example, if your business is new or has been recently renamed, awareness may help potential customers become more familiar with your business.
Traffic	Increase traffic to an online destination of your choice. Send people to a destination, such as your Facebook or Instagram shop, website or app. For example, if you're having a flash sale in your shop or want to send potential customers to a web page that describes your services, this may help drive traffic to those destinations.
Conversions	Increase specific audience actions on your website that you count as conversions. For example, get users to click a Buy button, submit their email address, or sign up for a webinar.
Video views	Help people discover your brand or product or drive audience actions by exposing them to a video.
Catalog sales	Promote your products by creating ads for large catalogs of products.

Snapchat campaign types

Campaign objective	Your business goal is to...
Awareness	Create awareness of your business. This objective will help you reach the largest number of people who are most likely to remember your ad. For example, if your business is new or has been recently renamed, awareness may help potential customers become more familiar with your business.
App installs	Send users to the app store to download your app.
Drive Traffic To Website	Increase traffic to an online site. For example, if you're having a flash sale in your shop or want to send potential customers to a web page that describes your services, this may help drive traffic to those destinations.
Drive Traffic to App	Increase traffic to an app, either yours or a third-party one.
Engagement	Find people more likely to engage with your business online, send a message or take desired actions on your ad or Page. For example, if you want people who are interested in your products or services to start a conversation via Messenger, this objective can reach potential customers more likely to do so.
Video views	Help people discover your brand or product or drive audience actions by exposing them to a video.
Lead Gen	Collect leads by directing users to an online form or asset. For example, inspire users to download an ebook or sign up for a webinar.

TikTok campaign types

TikTok's auction-based campaign objectives fall into three categories: awareness, consideration, and conversion. It's very important that you select the right objective for your ads based on your business goals and the action you want from your audience after viewing.

Smartly currently supports campaign objectives as follows:

Objective	Supported?	Business goal
Reach	Yes	Show your ad to the maximum number of people.
Traffic	Yes	Send more people to a destination on your website or app.
Video Views	Yes	Get more people to view your video content.
App Promotion	Yes	Get more people to install and engage with your app.
Website conversions	Yes	Drive valuable actions on your website.
Product Sales	Yes	Sell products from your TikTok Shop, website, and app.
Lead Generation	Yes	Collect leads for your business or brand.
Community Interaction	No	Get more page follows or profile visits.

Supported ad types

TikTok has two ad buying types: Auction and Reservation ads (including Reach & Frequency). The Smartly app currently only supports the creation and management of Auction type ads.

At the moment, Smartly only supports the creation of In-Feed Video Ads and Spark Ads (boosted posts). If you're interested in the Reservation ads, please contact your account manager at TikTok.

See information on TikTok Reservation In-Feed Ads in TikTok's help.