About insertion orders
An insertion order 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
Follow these steps to create a new insertion order.
Open your advertiser in Display & Video 360.
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.
- Click New insertion order.
- Choose an insertion order type:
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.
Your insertion order's performance goal and optimization setting.
About performance goals and optimization
Your insertion order's performance goal is used to provide optimization recommendations, power automatic budget allocation (if it's turned on), and visualize performance against the goal you've set. Goals work best when goal targets are realistic and closely reflect your objectives.
Available Performance Goals
CPA Target cost per action CPM Target CPM CPC Target cost per click CPV Target cost per YouTube view CPIAVC Target cost per impression audible and visible at completion GMAIL_CPE Target cost per gmail engagement CTR Target clickthrough rate Viewability Target a viewability percentage Completion Rate (audio) Target a completed audio listens percentage CPCL Target cost per completed audio listen Completion Rate (video) Target a completed video views percentage CPCV Target cost per completed video view Click CVR Target a number of conversions per click Impression CVR Target conversions per impression Value Over Cost Target value over cost VCPM Target cost per thousand viewable impressions VTR Target YouTube view rate TOS10 Target cost per video impression that was on screen for at least 10 seconds. Maximize Pacing Maximize the pacing of your insertion order.
In addition to specifying your performance goal, 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.
The insertion order-level frequency cap.
The inventory sources you want to buy inventory from.
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.
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.
- Navigate to the insertion orders you’d like to duplicate in the insertion order or combined view.
- Select the checkbox next to the insertion orders you want to copy.
- Click Action > Duplicate.
- Select a destination for the duplicated insertion order. You have the option to duplicate insertion orders within their original media plan, or to another media plan within the same advertiser.
- 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.