About campaign management in Search, Social, & Commerce

Search, Social, & Commerce allows you to track and/or manage your search, display/content, social, shopping, audience, and performance max campaigns in one place. Depending on the ad network and campaign type, the available functionality may include synchronization with your ad networks, create and edit abilities, tracking and conversion attribution, reporting, and bid and budget optimization. For details about the functionality available for each ad network, see “Supported Inventory.”

As you add and edit campaign data in the Campaigns views, Search, Social, & Commerce immediately pushes the data changes to the ad network. Search, Social, & Commerce also pulls campaign structure data and click data from synced ad network accounts once a day (or more often when new campaigns are detected) and on demand as requested.

Setting up access to your ad network accounts

To track the performance of ads in an advertiser’s ad network account (and to potentially place bids for the ads), the Adobe Account Team creates a corresponding account record in Search, Social, & Commerce. The account record includes tracking options.

For accounts that are synchronized via the ad network’s API, the account record also includes the account access credentials. Once the account is enabled, the account data is pulled from with the ad network. You can then view the existing account data as well as create and edit campaign structure and ad data.

Click tracking to tie clicks to conversions

If you use the Adobe Advertising conversion tracking service, then you must include Search, Social, & Commerce click-tracking code in the landing page suffix, tracking templates, and final/destination URLs for ads, keywords, and placements, sitelinks and product listings. For supported ad networks and campaign types whose campaign settings include “EF Redirect” and “Auto Upload,” Search, Social, & Commerce automatically appends its own redirect and tracking code when you save the record, so you don’t need to manually add it. Otherwise, you must manually add the code to your tracking templates or final URLs.

For more information about tracking, see the chapter on “Tracking.”

Automating bidding and budget management

For supported ad networks and campaign types, you can group your campaigns into portfolios, each with a specific business objective and a specific budget or performance target. In standard portfolios, Search, Social, & Commerce optimizes CPC keyword bids and campaign budgets. Hybrid portfolios combine optimization technologies from Search, Social, & Commerce and your ad networks.

For more information about the available portfolio options and how to set up portfolios, see Optimization Guide chapter on “Portfolios,” which is available from within Search, Social, & Commerce.

The campaign management views

The campaign management views allow you to monitor and manage your search accounts. The following views are available: