Audio campaigns

Purchase audio inventory

Add an audio line item to an insertion order to serve audio creatives.

Create an audio line item

  1. Start in an existing insertion order or create a new one.

  2. In your insertion order, click New line item.

  3. Pick Audio

  4. Enter the following information for your line item:

    • Name for your line item.

      You can create your line item as a "Draft" if you don't want it to be eligible to serve once you've saved it here. If you do want it to immediately serve as soon as its start date has occurred, create the line item as "Active".

    • Your line item's targeting.

    • Your line item's flight dates.

    • Your Budget and Pacing settings.

      Display & Video 360 can automatically adjust your line item's budget if you've turned on automatic budget allocation for the line item's insertion order.

    • Your bid strategy. Choose fixed bid or automated bidding. If you select automated bidding you can choose to maximize conversions or target CPA. If you choose target CPA, set your target bid.

      About CPM rates for audio impressions

      Rates for audio placements are significantly higher than the rates for standard display impressions. We recommend setting CPM rates for audio with the same strategy you’d use for video inventory. For more guidance on CPM rates for audio, contact your account manager.

      About CPA bidding for audio

      Targeting CPA uses conversion data from your campaign (based on the Floodlight activities you set up) to predict the likelihood that an engaged user will convert. Display & Video 360 uses this prediction to manage your bids to maximize conversions at your target CPA.

    • The line item's frequency cap.

    • The creatives you want to use with this line item. Learn more about our guidelines for audio creatives.

      A line item won't be serveable until one or more creatives assigned to the line item is approved.
    • Your method for conversion tracking.

  5. Click Create once you're done.

Limitations

We recommend using deals for audio buys to access the most inventory. The only inventory source available through open auction is YouTube Music. For more information, see Supported Audio & Video Exchanges.

Most audio inventory is available through mobile apps, which creates certain limitations on the way that Display & Video 360 can purchase inventory.

For audio impressions purchased on mobile apps:

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