In order for one or more ads to run and highlight your locations, there must be a campaign to tie everything together. The campaigns hold important supplementary information for advertising on Waze including the ad unit, campaign budgets, bids, targeting, and more!
Structure of a Campaign
In order to run an advertising campaign on Waze, the campaign requires these four components
-
Ad (Creative): You can run multiple ads (creatives) within the same campaign only through A/B testing .
-
Ad Unit: Each campaign can only have one ad unit (Pin, Takeover, Arrow, and Search). If you want the same ad to run using multiple ad units, multiple campaigns are required.
-
Budget: Your campaign budget is the maximum amount of money that a single campaign will spend.
If you want to share a budget among two or more campaigns, this is possible.
However, this can only occur between campaigns with the same ad unit. -
Locations: Locations are the first layer of targeting and will determine where the ad is eligible to be served.
In addition to the attributes above, targeting can also be applied to campaigns.
Targeting
Targeting is applied to campaigns for advertisers who want to reach a particular subset of drivers or provide a specific message to unique groups of drivers (depending on the context of their drive).
Waze provides both audience and real-time targeting options.
Audience Targeting
Audience targeting is based on driver attributes - their language settings, where they frequently drive, their work and home address settings, etc. |
Types of Audience Targeting:
|
Real-time Targeting
Real-time targeting is about the drive rather than the driver. You can target drives that occur in hot weather or heavy traffic, or when drivers are on their way to work, on a road trip, or navigating to a restaurant, hotel, or airport. |
Types of Real-time Targeting:
|
Custom Targeting
We often partner with our customers to create unique branded advertising experiences. These experiences require advanced custom targeting options. |
|