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Campaign Management

Create and manage advertising campaigns

Understanding Line Items​

In Frolics Digital, we use the term "Line Item" following Google Ad Manager (GAM) standards. This is the core execution unit where your advertising campaigns actually run.

What is a Line Item?

A Line Item is the most granular level of campaign execution. It contains all the specific settings that define where, when, how, and for whom your ad will be shown. Think of it as the "working" level where you define the exact strategy for delivering advertisements.

Key Line Item Components

  • Targeting Rules - Who will see the ads (demographics, locations, behavior, etc.)
  • Budget & Pacing - How much to spend and how fast
  • Bid Strategy - How to compete for impressions (CPM, CPC, CPA, vCPM)
  • Ad Unit Selection - Where ads will appear (specific inventory)
  • Creative Assignment - Which ad creatives to display
  • Flight Dates - When the ads will run (start and end dates)
  • Delivery Settings - Pacing, frequency caps, and dayparting

Why "Line Item" and not "Campaign"?

Frolics Digital follows Google Ad Manager terminology to ensure familiarity for users working with or migrating from GAM. In GAM:

  • Order - The overall advertising contract / agreement
  • Line Item - The actual campaign execution unit
  • Note: What some platforms call "Campaign" is a "Line Item" in GAM & Frolics Digital

Line Item vs Campaign

In Frolics Digital's three-level hierarchy, Campaign is the mid-level grouping container, while Line Item is where the actual execution happens. This allows you to have granular control at the item level while maintaining clear organizational structure at the campaign level.

Campaign Hierarchy​

Frolics Digital structures your workflow for campaign management, following industry standards established by Google Ad Manager.

1. Order (Top Level)

The top-level container representing the overall advertising agreement. Contains budget allocation, approval status, and billing information. Example: "Year Q1 2024 Advertising Agreement - $500,000"

2. Campaign (Mid Level)

Mid-level organization for grouping related line items. Defines campaign objectives and high-level settings. Example: "Spring Collection Launch Campaign" with line items for different audiences

3. Line Item (Execution Level)

The execution unit where targeting, budgets, and bidding strategies are defined. This is where the actual advertising runs. Example: "Women 25-54 Brand Awareness - $5.00 CPM (Display)"

Real-World Analogy

  • Order = The entire contract between advertiser and publisher
  • Campaign = A specific marketing initiative within that contract
  • Line Item = Individual tactics to execute that initiative

How They Work Together

One Order can contain multiple Campaigns, and each Campaign can contain multiple Line Items. This structure provides flexibility in organizing your advertising while maintaining clear financial and operational boundaries.

Creating a Campaign​

Follow these steps to create a new campaign:

Campaign Creation Steps

  1. Navigate to Campaigns section from the sidebar
  2. Click "New Campaign" button
  3. Select campaign type (Digital Banner, OOH, or OTT)
  4. Fill in the 7-step form structure:
    • Base Info - Name, order selection, dates, budget
    • Add Unit - Select inventory or placements
    • Targeting - Define audience criteria
    • Bidding - Set bid strategy (CPC, CPA, CPD)
    • Creatives - Attach approved creatives
    • Conversion - Configure conversion tracking
    • Overview - Final review and submission
  5. Click "Create Campaign"
  6. Campaign status will be "Pending" awaiting approval
  7. Once approved, campaign will start delivery based on schedule

Important Notes

  • You must create an Order before creating a Campaign
  • Creatives must be uploaded and approved separately before attaching to campaigns
  • Each campaign can contain multiple line items with different targeting
  • Campaign requires approval before they can start running

Campaign Types​

Digital Banner​

Traditional display advertising across websites and mobile apps.

  • Standard banner sizes (728x90, 300x250, 160x600, etc.)
  • Programmatic buying support
  • CPC, CPA, CPD strategies
  • Real-time bidding integration

Out-of-Home (OOH)​

Digital billboards, transit advertising, and digital signage.

  • Integration with custom DOOH player
  • Location-based targeting
  • Proof of play reporting
  • Time-based scheduling

Over-the-Top (OTT)​

Connected TV and streaming platform advertising.

  • Video completion tracking
  • Device targeting (Smart TV, streaming box, etc.)
  • Content category targeting
  • CPC, CPA, CPD strategies

Approval Workflow​

Campaigns follow a structured approval process to ensure quality and compliance.

Pending → Under Review → Approved

Approval Levels

  • Order Status - Budget and terms verification (status = approved)
  • Campaign Approval - Strategy and targeting review with approval modal
  • Creative Approval - Content and quality check with approval modal

Using Approval Modals

For Campaigns and Creatives, dedicated approval modals allow reviewers to:

  • View complete details of the item being reviewed
  • Approve or reject with comments/feedback
  • Track approval history and who approved/rejected
  • Notify submitters of approval decisions