Create an insertion order

About insertion orders

An insertion order (IO) contains a set of line items that are related to the same advertising campaign. Insertion orders can contain frequency caps, pacing settings, partner costs, and default targeting for line items. Line items in an insertion order share the same budget and serve based on the insertion order’s start and end dates.

Create an insertion order

This article gives instructions for creating a Standard insertion order.

Use the following instructions for Connected TV and Digital Out of Home insertion orders:

• Create a Connected TV insertion order
• Purchase digital out-of-home inventory

To create a standard insertion order.

1. Open your advertiser in Display & Video 360.

2. In the left menu, click Campaigns, then select an existing campaign or create a new one.

   Note you can't create new insertion orders in the system generated campaign.

3. Click New insertion order.
4. Choose Standard as the insertion order type.

5. Select an objective. The objective you pick determines the key performance indicators (KPI), bid strategies, and line item types that are available in the insertion order.

   • Brand awareness: Increase brand visibility and reach a broad audience.

   • Clicks: Maximize the number of clicks to your website or landing page.

   • Conversion: Drive user actions such as sign-ups, sales, downloads, etc.

   • Custom: Tailor the objective to fit your unique business goals.

   • Insertion order without objective: Choose any KPI and business strategy with this objective. You can change from brand awareness, click, conversion, or custom to Insertion order without objective after creation in the insertion order details page.

6. Click Next.

7. On the page that opens, enter the following information for your insertion order:

   • Name for your insertion order.

   • Budget information, including start and end dates.

   • Pacing settings.

     • Your insertion order's KPI and optimization settings.

       About KPIs and optimization for Standard insertion orders

       Your insertion order's KPI is used to provide optimization recommendations, power automatic budget allocation (if it's turned on), and visualize performance against the KPI you've set. KPIs work best when targets are realistic and closely reflect your objectives.

       Available KPIs for Standard insertion orders

       Objective	KPIs	Bid strategies	Line item types
       Brand awareness	CPCL CPCV CPIAVC CPM CPV Compl. rate (Audio) Compl. rate (Video) TOS10 VCPM VTR Value/Cost Viewability %	Maximize completed in-view and audible Maximize custom value / cost Maximize viewable for at least 10 seconds Maximize viewable impressions Maximum CPV Target CPM Target CPV Target custom value / cost Target viewable impressions	Display Video Mobile app install Ads in mobile apps YouTube & partners video YouTube & partners audio
       Clicks	CPC CTR Value/Cost	Maximize clicks Maximize custom value / cost Target CPC Target custom value / cost	Display Video Mobile app install Ads in mobile apps
       Conversions	CPA Click CVR Impression CVR Value/Cost	Maximize conversion value Maximize conversions Maximize custom value / cost Target CPA Target ROAS Target custom value / cost	Display Video Audio Mobile app install Ads in mobile apps YouTube & partners video Demand Gen
       Custom	Value/Cost	Maximize custom value / cost Target custom value / cost	Display Video Audio Mobile app install Ads in mobile apps
       Insertion order without objective	Any	Any	Display Video Audio Mobile app install Ads in mobile apps YouTube & partners video YouTube & partners audio

       Optimization types

       In addition to specifying your KPl, you can also specify how you want Display & Video 360 to optimize your insertion order's bids and budget allocation:

       • Automate bid & budget at insertion order level: Use automated bid strategies and budget allocation to dynamically set your line items' bids and automatically shift your line items' budgets based on performance.
       • Control bid and budget at the line item level: Use this setting if you want to manually set your line items' bids and budgets. 
       • Automatically optimize your budget allocation: Use this setting to use automatic budget allocation to automatically shift your line items' budgets based on performance.

8. The insertion order-level frequency cap.

9. The inventory sources you want to buy inventory from.

10. Any insertion order-level default targeting. This targeting will be used as default targeting for any new line items you subsequently create within your insertion order.

11. Click Save when you've entered all the information above.

You're now ready to add line items to this insertion order to bid on impressions.

Insertion order statuses

Insertion orders may have one of the following statuses, which control whether or not an insertion order's line items can bid on inventory:

• Active insertion orders are eligible to spend their budgets via any active line items associated with the insertion order.
• Paused insertion orders can't spend their budgets, even if any line items associated with the insertion order are active. Please note, if you pause your insertion order, it can take several hours for the system to halt your ads completely. At this point, you won't accrue any more costs.

Duplicate an insertion order

To use existing insertion orders as templates for new ones, use the Action menu to duplicate insertion orders. The duplicated insertion orders will contain copies of the original insertion orders' line items.

1. Navigate to the insertion orders you’d like to duplicate in the insertion order or combined view.
2. Select the checkbox next to the insertion orders you want to copy.
3. Click Action > Duplicate.
4. Select a destination for the duplicated insertion order. You have the option to duplicate insertion orders within their original campaign, or to another campaign within the same advertiser.
5. Click Save.

Duplicated insertion orders will be paused by default to prevent unintended delivery. However, the duplicated line items within a duplicated insertion order will have the same status as the original line items.

If an insertion order with a past start date is duplicated, the new insertion order will have a default start date 30 days in the future, with the same duration as the original.

You can't duplicate insertion orders in the system generated campaign.