SteelHouse FAQs

Overview

The Verified Visits model reports website visits that have resulted from verifiable interactions with your ads. Interactions are considered verified if the impression served was deemed viewable meaning the ad was in view and that user visited the advertiser sites within 1 hour (or a pre-determined window) of being exposed to the ad.

We will only be judging performance metrics using viewable impressions, based on the IAB criteria that an ad unit must have been 50% in-view for at least one second.

This is a long overdue, new-to-market way to evaluate the true influence of digital display performance and is the latest contribution to SteelHouses ongoing commitment to total transparency.

Accuracy & Control

SteelHouse is leading the way in expanding performance beyond the click by now verifying the human element. Verified Visits considers all interactions on a viewable impression to give a more accurate picture of your campaign your verified performance.

Click Tracking Parameters are a set of identifiers applied to the base click URL on every click

These URL identifiers often match back to 3rd party tracking, such as Google Analytics or Adobe Analytics

Click Tracking Parameters and go in the "Track" section within creative

Click Tracking Parameters can apply to the ad group (set of creative) or an individual creative

SteelHouse extends its marketing platform to incorporate prospecting campaigns on Facebook desktop and mobile. This latest enhancement enables campaigns to reach Facebooks billion-plus user base across any device through their Mobile News Feed, Desktop News Feed, and in the Right Hand Column.

As a Facebook Marketing Partner (FMP), SteelHousehas been vetted not only for capability and expertise, but also for a solid track record of success.

Convenience

The Facebook prospecting campaigns use the same platform. This means SteelHouse customers can extend their existing campaigns, amplifying their reach with no additional setup. New and potential customers also have the opportunity to unlock access to social media audiences at little to no extra effort.

Cross-Device

Users spend more than half of their time on the internet on mobile devices and their path to purchasing usually bounces from device to device before placing an order. SteelHouse Facebook prospecting serves ads where users are likely to interact with them, and can track conversions across devices to capture the full impact of your campaigns.

Performance

Clients can expect high performance.

Discrepancy between SteelHouse & Google Analytics (GA) reports are normal due to differences in reporting methodologies. That said, SteelHouses' reports & GA data will follow the same trends & tell a similar story. Though SteelHouse & GA data will never match up exactly, reporting from both sources can be useful for measuring your advertising performance & optimizing campaigns.

If you are seeing significant discrepancy, first make sure that your GA tracking is working correctly:

Verify you have GA JavaScript on all your landing pages & the GA code is firing.

Review each ad destination URLs to ensure they have properly created UTM tracking codes that will specify the traffic source as SteelHouse in GA.

Verify that your destinations URLs do not prompt redirects. Redirects are often set up in a way that can strip campaign tracking codes GA needs to attribute the traffic to the marketing sourcein this scenario, SteelHouse.

Ensure you do not have filters set up for your GA reports that are removing data or editing campaign tracking.

Clicks vs. Visits

SteelHouse tracks advertising clicks however, GA tracks visits associated with your advertising.

GA visits can be as short as one pageview, or last many hours & contain multiple page views, events, and transactions.

Visits expire after 30 minutes of inactivity, and any subsequent activity would be tracked as a separate visit.

Clicks associated with your ads may be bigger than visits for the following reasons:

A single visitor may click your ads multiple times. When a visitor clicks multiple times within the same visit, SteelHouse records multiple clicks while GA records the multiple page views as only one visit.

A visitor may click on your advertisement, but then stop the page from fully loading by navigating to another address or page or by pressing the browsers 'Stop' button. In this scenario, the GA tracking code will not execute and won't send tracking data to Google. However, SteelHouse still registers the click.

Server latency may contribute to tracking problems and visitors may navigate away before the GA tracking code executes.

Visitors may have set their preferences to opt out of GA tracking, but still be targeted/measured by SteelHouse.

Visits associated with your ads may be bigger than clicks for the following reason:

A user may click on an ad, and then, during a different session, return directly to the site through a bookmark or by typing the address into the browsers location bar. In this case, the marketing attribution from the first visit is preserved, so the initial click results in more than one visit.

Start a new campaign.Start by navigating to the Social tab and selecting Facebook/Instagram Retargeting.

Select Retargeting in the upper righthand corner.

Name your campaign and set your objective.Enter your campaigns name. You also have the option to provide a campaign description.

The next thing you need to do is set your Campaign Objective.

You can select Conversions for general conversions using static ads or video, or Product Catalog Sales to drive conversions of specific products using dynamic ads.

Build your creative

Selecting placementsAfter naming your campaign, youll be taken to the Creative slice to set up your campaigns creative. In the left column, you'll set up your placements.

Specific placements are tied to certain formats and objectives, for example, In-stream Videos can only be run on Prospecting campaigns with the Video Views objective. For this reason, we recommend setting your placements to Automatic so that we can automatically run the placements that align with your settings.

Otherwise, you can manually determine which placements you'd like to run by selecting Manual from the dropdown menu, clicking EditPlacements and checking or unchecking your options. There is logic built in to guide you toward the right selections for your objective.

You can preview your ad placements as you edit by using the toggle arrows next to the placement name.

With the Conversions Objective youcan elect to build either static creative or video using the dropdown at the top of the creative section.

Static Creative: There are five stages to building your creative: Creative, Headline, Text, Description, and CTA. The progress bar at the top of the Creative Slice tracks where you are in the process.

Video Creative:There are only four stages in building video creative: Creative, Headline, Text, and CTA. The steps are largely the same as with static, but any differences are called out below.

With the Product Catalog Sales Objective you can build a Dynamic Product Carousel or a Dynamic Single Product which will automatically pull in product details, so no image is required.

Stage1: Creative

For all creative, you'll start by entering your display URL. This is purely for display and will not affect where users are sent when clicking on your ad the user will be sent to the displayed products purchase page.

Once you've added your display URL, you have the option to add suffix and prefix tags to your campaign.

To add tracking parameters:

Hit theTrack button at the bottom of the page.

Enter suffix tags in the window that pops up.

To enter prefix tags, clickAdvanced.

If you are building a dynamic product carousel or a dynamic single product, hit save and move on to the Headline step.

For static creative:If you are building static creative, select Choose Image to upload your image.

You can test your image size by hitting the Image Test button at the bottom. This will run a test on your image to confirm it is Facebook compliant.

For video creative, selectChoose Video to upload your video.

You can click on the video guidelines for details on the technical requirements for video.

Stage 2: Headline

Click the Headline section to add your headline to your ad. The headline tees up the description and link, appearing directly above the display URL.

The headline you enter will appear in the preview, so you can see how it will look as you build your creative.

Stage 3: Text

Click the Text section in the progress bar to add your text. Text is the primary messaging for News Feed, Right Hand Column and Instagram ads.

The text you enter will appear in the preview, so you can see how it will look in each placement as you build your creative.

Stage 4: Description (Optional)

Description describes the link in Desktopand Mobile News Feed ads. It appears below the link to give readers context around where the link will take them.Its an optional way to add color or tease your promotion in News Feed ads.

Step 5: CTA + Tracking

You have the option to add a CTA button to News Feed and Instagram ads. To apply one to your creative, select from the dropdown menu at the top.

Once you are satisfied with your copy and CTA, click on Save in the bottom right corner to move on to the Targeting slice.

Add targeting.

You have the option to add additional targeting to your retargeting campaigns.

You can target by age:

By gender:

andby Interest:

Bear in mind that SteelHouse retargeting campaigns already hone in on the best users to receive your campaign based on user behavior and previous interaction with your brand. Any additional targeting you add here will narrow that pool of high-potential users.

Schedule your campaign launch.

You can scheduled your campaign with a start and end date, launch it immediately, or launch it as open ended with no end date assigned.

To schedule your campaign launch, select when you would like to launch and complete your campaign. You can adjust the time and date. The runtime of a campaign must be at least 24 hours long. Hit save.

To launch your campaign immediately,DO NOT use the Immediately toggle. Instead, in the Scheduling toggle, select todays date.

For open ended campaigns, set the start date and hit save.

Bid & budget, delivery optimization, and launch.

Bid & Budget: Enter your monthly budget in the field at the top.

You have the option to enter a max bid or select automatic bid. We recommend using an automatic bid, as it enables us to optimize for maximum performance.

Delivery Optimization: For each objective, there are different optimization levers you can set in the delivery optimization field.

Conversions Objective Delivery Optimizations:

Conversions

Link clicks

Impressions served

Unique reach

Product Catalog Sales Objective Delivery Optimizations:

Conversions

Link clicks

Impressions served

Pre-flight checklist.

Use the pre-flight checklist to make sure you've completed all the necessary steps.

Once you're confident you've completed everything, hit launch to launch your campaign.

Start a new campaign.Start by navigating to the Social tab and selecting Facebook/Instagram Prospecting.

Select New Campaignin the upper righthand corner.

Name your campaign and set your objective.Enter your campaigns name. You also have the option to provide a campaign description.

The next thing you need to do is set your Campaign Objective.

You can select Conversions for general conversions using static ads or video, or Video Views to drive video views, orTrafficto drive site traffic.

Build your creative

Selecting placementsAfter naming your campaign, youll be taken to the Creative slice to set up your campaigns creative. In the left column, you'll set up your placements.

Specific placements are tied to certain formats and objectives, for example, In-stream Videos can only be run on Prospecting campaigns with the Video Views objective. For this reason, we recommend setting your placements to Automatic so that we can automatically run the placements that align with your settings.

Otherwise, you can manually determine which placements you'd like to run by selecting Manual from the dropdown menu, clicking EditPlacements and checking or unchecking your options. There is logic built in to guide you toward the right selections for your objective.

You can preview your ad placements as you edit by using the toggle arrows next to the placement name.

With the Conversionsand Traffic objectives, youcan elect to build either static creative or video using the dropdown at the top of the creative section. With the Video Views objective, you can only build video creative.

Static Creative: There are five stages to building your creative: Creative, Headline, Text, Description, and CTA. The progress bar at the top of the Creative Slice tracks where you are in the process.

Video Creative:There are only four stages in building video creative: Creative, Headline, Text, and CTA. The steps are largely the same as with static, but any differences are called out below.

Stage1: Creative

For all creative, you'll start by entering your display URL. This is purely for display and will not affect where users are sent when clicking on your ad the user will be sent to the displayed products purchase page.

Once you've added your display URL, you have the option to add suffix and prefix tags to your campaign.

To add tracking parameters:

Hit theTrack button at the bottom of the page.

Enter suffix tags in the window that pops up.

To enter prefix tags, clickAdvanced.

If you are building a dynamic product carousel or a dynamic single product, hit save and move on to the Headline step.

For static creative:If you are building static creative, select Choose Image to upload your image.

You can test your image size by hitting the Image Test button at the bottom. This will run a test on your image to confirm it is Facebook compliant.

For video creative, selectChoose Video to upload your video.

You can click on the video guidelines for details on the technical requirements for video.

Stage 2: Headline

Click the Headline section to add your headline to your ad. The headline tees up the description and link, appearing directly above the display URL.

The headline you enter will appear in the preview, so you can see how it will look as you build your creative.

Stage 3: Text

Click the Text section in the progress bar to add your text. Text is the primary messaging for News Feed, Right Hand Column and Instagram ads.

The text you enter will appear in the preview, so you can see how it will look in each placement as you build your creative.

Stage 4: Description (Optional)

Description describes the link in Desktopand Mobile News Feed ads. It appears below the link to give readers context around where the link will take them.Its an optional way to add color or tease your promotion in News Feed ads.

Step 5: CTA + Tracking

You have the option to add a CTA button to News Feed and Instagram ads. To apply one to your creative, select from the dropdown menu at the top.

Once you are satisfied with your copy and CTA, click on Save in the bottom right corner to move on to the Targeting slice.

Add targeting.

You have the option to add additional targeting to your retargeting campaigns.

You can target by age:

By gender:

andby Interest:

Bear in mind that SteelHouse retargeting campaigns already hone in on the best users to receive your campaign based on user behavior and previous interaction with your brand. Any additional targeting you add here will narrow that pool of high-potential users.

Schedule your campaign launch.

You can scheduled your campaign with a start and end date, launch it immediately, or launch it as open ended with no end date assigned.

To schedule your campaign launch, select when you would like to launch and complete your campaign. You can adjust the time and date. The runtime of a campaign must be at least 24 hours long. Hit save.

To launch your campaign immediately,DO NOT use the Immediately toggle. Instead, in the Scheduling toggle, select todays date.

For open ended campaigns, set the start date and hit save.

Bid & budget, delivery optimization, and launch.

Bid & Budget: Enter your monthly budget in the field at the top.

You have the option to enter a max bid or select automatic bid. We recommend using an automatic bid, as it enables us to optimize for maximum performance.

Delivery Optimization: For each objective, there are different optimization levers you can set in the delivery optimization field.

Conversions Objective Delivery Optimizations:

Conversions

Link clicks

Impressions served

Unique reach

Traffic Objective Delivery Optimizations:

Link clicks

Impressions served

Unique Reach

Video ViewsObjective Delivery Optimizations:

Video Views

Unique Reach

Pre-flight checklist.

Use the pre-flight checklist to make sure you've completed all the necessary steps.

Once you're confident you've completed everything, hit launch to launch your campaign.

SteelHouse Prospecting lets you acquire new customers by running a single campaign that deploys multiple acquisition tactics.

Only SteelHouse automatically optimizes based on channel, tactic, and targeting criteria efficiently providing the largest new audience pool of high potential prospects.

EFFICIENCY | We combine and optimize across multiple channels, through real-time artificial intelligence allowing you to maximize performance.

SIMPLICITY | You only need one SteelHouse Campaign to encompass all acquisition tactics.

SCALE | Use a combination of SteelHouses user base and 3rd party data sources to reach over 90% of US online audiences.

CREATIVE | Bring your message to life at no additional cost

Weve expanded our acquisition capabilities from simple Look-Alike to Prospecting campaigns that take advantage of multiple tactics:

-Look-Alike (Site Behavior):Building a profile of site behavior, demo, contextual of those who convert and targeting prospects who match that profile.

-Contextual Targeting:Target based on keywords found on a website.

-3rdParty Data: In addition to the abundant amount of 1st party data, SteelHouse partners with others to provide additional reach based on your targeting criteria. We are tied into 28 different DMPs & data providers

-Vertical Targeting:Target industry based on theme of the site, example: high fashion, childrens clothing, auto, travel, weather.

-Demographic Audiences:Direct campaign targeting those with similar demographics as those who convert.

**Optimization occurs through our Adaptive Adserver based channel, tactic, and targeting criteria.

Recommended Monthly Spend:10k

Viewability:Can target any % needed

Metrics To Target:

Overall ROAS / eCPA / ROI

CTR

Brand Lift (Against Control Group)

Timeline:

Prospecting Campaigns require a ramp up period of 2-3 weeks before performance starts to increase.During this time period, the campaign is frequently optimized and modified to find a refined and curated audience of users that is most similar to your current audience and most likely to be a potential customer.

SteelHouse extends its marketing platform to incorporate prospecting campaigns on Facebook desktop and mobile. This latest enhancement enables campaigns to reach Facebooks billion-plus user base across any device through their Mobile News Feed, Desktop News Feed, and in the Right Hand Column.

As a Facebook Marketing Partner (FMP), SteelHousehas been vetted not only for capability and expertise, but also for a solid track record of success.

Convenience

The Facebook prospecting campaigns use the same platform. This means SteelHouse customers can extend their existing campaigns, amplifying their reach with no additional setup. New and potential customers also have the opportunity to unlock access to social media audiences at little to no extra effort.

Cross-Device

Users spend more than half of their time on the internet on mobile devices and their path to purchasing usually bounces from device to device before placing an order. SteelHouse Facebook prospecting serves ads where users are likely to interact with them, and can track conversions across devices to capture the full impact of your campaigns.

Performance

Clients can expect high performance from this new initiative.

By adding Instagram prospecting to its advertising suite, SteelHouse gives customers the power to drive conversions and reach users using Facebooks cross-device solution through Instagram.

Convenience

Instagram prospecting campaigns use the same platform. This means SteelHouse customers can extend their existing campaigns, amplifying their reach with no additional setup. New and potential customers also have the opportunity to unlock access to social media audiences at little to no extra effort.

Cross-Device

Users spend more than half of their time on the internet on mobile devices and their path to purchasing usually bounces from device to device before placing an order. SteelHouse Instagram prospecting serves ads where users are likely to interact with them, and can track conversions across devices to capture the full impact of your campaigns.

Performance

Clients can expect high performance. We expect Instagram to perform well with regard to driving clicks and thus qualified users.

THE CHALLENGE

Sperry needed a way to focus attention on their fall styles and reach those looking for a new seasonal look. Theywanted a solution that could easily reach new users across multiple devices, expand social presence and engagement, and drive real value.

THE SOLUTION

With SteelHouses Facebook Prospecting, Sperrys campaigns could target users on mobile and desktop through a variety of placements.

KEY TAKEAWAYS

The initial campaigns launched with SteelHouse were able to reach 6.93 return on ad spend.

Yes, the Maximum bid feature allows users to set a max CPA bid. This CPA bid should represent their desired cost per conversion.

Best practice is to set the CPA bidhigh at campaign launch and optimize down as learnings come in.

Facebook does not all allow 3rd party impression tags to be used in conjunction with custom audiences. Custom audiences include any audiences based on pixel activity or email lists (e.g. retargeting or retention).

There is the possibility of using 3rd party impression tags on prospecting campaigns, but this is still something we are exploring with Facebook. Please reach out to your account manager to find out if you are eligible for this.

No, SteelHouse cannot control Facebook's frequency caps. For News Feed, Facebook sets them as:

2x per day for users who have not Liked or Followed your brand.

4x per day for users who have Liked and/or Followed your brand.

RHC can serve several impressions to a specific user on a given day.

Yes, you can upload a static image for any creative/campaign type.

No, at this current time we cannot run A2 creative in Facebook.

In this situation, you would have three separate campaigns. This is because Facebook counts each placement as its own campaign, meaningeach placement will have one bid in budget. Reporting will be shownaccordingly.

The discrepancy between third-party click tracking and Facebook is normal and expected. This is dueprimarily to the fact that Facebook has the ability to track both linear and nonlinear conversions in Facebook across all devices, unlike third-party platforms that can only see linear conversions.

Additionally, Facebook conversion tracking also tracks how your customers move between devices before they convert, which is important because cross-device conversions from ads are common and underreported by 3rd party platforms.

To support Facebook reporting as much as possible, SteelHouse uses a 28-day window for views and a 28-day window for click-through.

No, SteelHousecannot control user responses to ads. Users are still able to like, comment, and share all ads.

However, the client/accountshould receive notifications on their Facebook page whenever someone engageswith an ad. From there, they are able to respond to, like, and delete comments directly in Facebook.

Yes, at SteelHouse we support all 3 placements offered by Facebook: Desktop Newsfeed, Desktop Right Hand Column, and Mobile Newsfeed.

Advertisers will follow the same creative creation processthat is currently used for allcampaigns.

No. We consider mobile to be inclusive of smartphones and tablets.

We are a performance driven company, our goal is to accomplish the performance goals you set with us. We simply will lose out on performance if the ad is not viewable, therefore hurting our ability to spend. Verifying Performance takes the stress out of defining Incremental Value. Below the fold inventory can drive clicks because people scroll down, our technology understands when and what to bid on that type of inventory which helps your overall performance

No additional integrations are necessary. SteelHouse supports APIs into all analytics platforms allowing visits to be communicated with your desired control.

SteelHouse is only generating performance using verified viewable impressions. It is definitely possible that other platforms generate more volume using non verified viewable impressions.

Yes it is true that the IAB and MRC want to move to a world where you only bill on viewable inventory. At SteelHouse we are taking that one step further. We are only showing you performance from viewable inventory. In time, SteelHouse may offer the ability to pay on a vCPM.

SteelHouse verified viewable performance is communicated via APIs to Google Analytics or Adobe Omniture. Any 3rd party analytics system that uses last touch should work fine with the SteelHouse Advertising Suite.

The SteelHouse Advertising Suite is able to pass any visit to Google Analytics. How you view those visits is up to you. Most of our customers use last touch, but any model can be used.

Verified Views are NOT View Through Conversions. We encourage you to find the time period that you would like to establish as intent for a user to view an ad and return to the site within.

Verified Views are an immediate response to an ad in view where view through conversions can be an out of view ad that didnt have a response for weeks. A user sees an ad (verified its in view) and within 30 minutes, returns to shop and converts, its of greater impact to most marketers than a below the fold ad where a user returned 2 weeks later. We encourage you to find the time period that you would like to establish as intent for a user to view an ad and return to the site within.

The purpose of the view window is to demonstrate the intent of the user visiting the site as a direct influence of the ad view (impression).

View Windows and View Conversion windows are two separate concepts. The former is to determine what ad views would be treated as a click or more accurately sessions in their analytics. The latter is the same as we have become accustomed to discussing it... how long we will count a conversion resulting after the click or view.

By adding Instagram prospecting to its advertising suite, SteelHouse gives customers the power to drive conversions and reach users using Facebooks cross-device solution through Instagram.

Convenience

Instagram prospecting campaigns use the same platform. This means SteelHouse customers can extend their existing campaigns, amplifying their reach with no additional setup. New and potential customers also have the opportunity to unlock access to social media audiences at little to no extra effort.

Cross-Device

Users spend more than half of their time on the internet on mobile devices and their path to purchasing usually bounces from device to device before placing an order. SteelHouse Instagram prospecting serves ads where users are likely to interact with them, and can track conversions across devices to capture the full impact of your campaigns.

Performance

Clients can expect high performance. We expect Instagram to perform well with regard to driving clicks and thus qualified users.

Term

Definition

Conversion Window

The amount of time a user has to convert after an event (view or click)

Verified

An all encompassing filter that supports the desire to be able to engage actual human beings with our ads. This includes viewability (only offering to start), in ad human verification tools, and click capping.

Verified Views

A user views a viewable impression (see below), does not click, and visits to the site within a custom-defined view window.

Verified Clicks

A user physically clicks on a viewable impression and is immediately directed to the advertisers site.

Verified Visits

The summation of verified views and verified clicks. After verified to be human, information is passed through Googles API and translated into a visit.

Verified View Window

The period of time between a viewable impression and when the user visits the advertisers site.

Verified View Conversions

A conversion that occurs after a verified view occurs.

Verified Click Conversions

A conversion that occurs after a verified click occurs.

Long Window View Conversions

The existing view conversion methodology wherein a conversion is tied to any (not verified) impression within the 30-day conversion window.

Viewable Impressions

An impression that meets the following criteria: The ad was viewable by 50% for at least 1 second. Example frm google: https://viewability.withgoogle.com/static/view.html

Measured Impressions

An impression that was technically qualified for viewability measurement.

Unmeasured Impressions

Ads that were not trackable due to various reasons (restriction from publisher site, unfriendly/friendly iFrames)

Viewability %

The number of viewable impressions divided by the number of measured impressions.

http://example.com/pets/?dogs=cats

In theexampleabove, you can build an audience segment on everything pre '?'.

Therefore you can build an audience segment for '/pets' but not 'dogs=cats'

If you wanted to fire an Onsite Offer on any page containing dogs or cats in the URL structure, you would utilize what we call a 'Wildcard' which is indicated as *dog* and/or *cats* in the Site Sectioning areaofthe platform

SH Rate Averages by Retargeting Account:

- Click Rate : 0.20 - .30%

- Conversion Rate : 0.07% - 0.12%

Industry Rate Averages for Retargeting Efforts:

- Click Rate: 0.10% - 0.17%

- Conversion Rate: 0.06% - 0.09%

SteelHouse Cost Metric Averages:

All Cost Metrics differ depending on the vertical of business that your website falls under. This is mainly due to the volume of sales and the average order value of each sale that differs among each website. Rather than providing you with an average, we ask that you provide us with your own desired goal.

As a client of SteelHouse you are able to set a specific Cost Metric (ROAS, CPA, ROI, etc) of your choosing, and our Adaptive Adserver will accomplish this goal. Our Performance Team will support you in making sure that you are always scaling your account where possible, so you are assured.

See Segmentation for further information

From data our Smarter Pixel collects, we provide Advertisers the ability to build niche audiences for highly targeted campaigns.Highly targeted campaigns, linked with your performance goals within our Adaptive Adserver, ensure campaigns hit their KPI targets.

SteelHouse Web Retargeting is priced on a CPM basis (cost per thousand impressions)

SteelHouse recommends a CPM of $3.00 - $3.50 but any CPM can be used

CPMs will reflect quality of inventory and win rates

**Reference Performance Goals for additional information

Static JPG:Ads must be smaller than 40KB

Static PNG:Ads must be smaller than 40KB

GIF:Ads must be smaller than 40KB

We CANNOT use FLA files

Any creative can be used within the SteelHouse Platform

JPEG

PNG

GIF

SWF (Flash)

Creative must be less than 40KB in size

Creative must not loop if including animation

Creative must not be longer than 30 seconds

All creatives must be no greater than 40KB in file size

All creatives must have a 1px border or more

Note: Creatives with white backgrounds must have a border of a different color

All creatives must have the advertisers logo, clear and easily recognizable

All creatives must have a Call-To-Action button

Creatives cannot contain excessive nudity (full showing midrift, chest, etc.), fowl language, or hateful messaging

Animation and videos cannot exceed 30 seconds

When working with SteelHouse the first campaign you'll be launching is a general campaign. The General Campaign is the foundation of Retargeting. Much like a house, we currently require a foundation to begin and can target more specific audiences on top of that base foundation. Based on our adaptive ad serving technology, a general un-segmented campaign is required as SteelHouse will optimize performance towards your goals (CPA, ROAS, ROI, etc.) utilizing all eligible users in your cookie pool.

By default, SteelHouse serves ads to users who have demonstrated intent at your website by taking at least 2+ pageviews therefore It is not necessary to create and attach a segment of "2+ page view" users to your campaigns. This in turn creates cost efficiency as our adaptive Ad Server optimizes toward your campaign goals.

SteelHouse drives performance with more highly segmented campaigns geared to message users at different stages of the conversion funnel based on their shopping behaviors. Here are a few examples of additional audience segments:

Engaged Shopper Campaigns (2+visits within 7 days, 0 Conversions)

Category or Product Specific Campaigns (Dependent on URL Structure)

Cart Abandoner Campaigns (Cart/Checkout Page Visitor, 0 Conversions)

Because our system is constantly running a series of multivariate tests, we optimize towards the user and the campaign objectives as behavior is learned. As our system learns the user base, we continually optimize on the back end while making sure that we have the right campaigns with the right messaging in place as we hit your goals. As the adaptive ad-server is adjusting to a new audience with each campaign change, we recommend allowing three weeks to see results normalize before a decision is made.

SteelHouse Pro Tip: Set your general campaign to low priority so that any additional segmented campaigns will take priority over the general campaign as our adaptive ad server builds off of user data from this group.

Supported Ad Size: 300x250, 728x90, 300x600, 160x600, 320x50, 320x480, 336x280, 468x60, 768x1024, 1024x768

We do not run expandables

Video: Videos can be equipped with sound, play, mute, expand and stop functionality buttons, great for grabbing users' attention

Hover Feature: Hover features can be used on carousel arrows, buttons, static images and also to display product dynamic information

Dynamic Features: Dynamically pull in product name, price, inventory number, category, recently viewed products, most popular products and default products

Carousel: We offer single product or multi-product carousels

Countdown Timer: Creates urgency,perfect for product sales

Scene Transition:There is no scene limit. We recommend utilizing a video for scene 1 and a product carousel for scene 2.

Clickable Tab: All ad units can be equipped with interactive tabs. We recommend no more than 2 tabs.

Animated GIF: Animated Gifs can be used to show animation within each banner

Custom Animation: We strive to make each ad unit amazing, thereforewe add custom animation to every banner

Coupon Code: Have a coupon code? Feel free to use them within your ad. We create selectable coupon codes.

Reveal: Reveals can be used for coupon codes or to reveal more information about a product

Fonts: We support default and Google fonts

During the Jumpstart call, your designated SteelHouse Account Manager & Account Director will introduce you to our team.This call will cover expectations and goals associated with our relationship and go in depth into the processes we follow in order to get your campaigns live. Talking points for this call include:

30 Day Expectations -Overview of first 30 days - SteelHouse Go-Live Process

Account Goals -Your goals for the campaign and how success will be measured (metrics)

Pixel Discussion -Confirm pixel placement and point of conversion &Discuss tag management systems

Soft Launch -Overview,Collection of assets,Timeline

Tracking & Attribution - Determine agreed upon attribution value,Discuss reporting we offer to evaluate performance metrics, initial Tracking setup- request to [email protected]

Creative/Campaigns/Timelines - Overview of creative process and timelines, Touch on the creative assets and what we use them for and creative process from your side

Reporting Platform Overview -Easily access channel-level reports, compare campaigns side-by-side, view single campaign reports, or reporting on all campaigns

Evaluate performance metrics on an easy to control basis

Define last touch and attributed last touch

Your SteelHouse account manager will send you your pixel. Should you need another pixel, please contact [email protected]

The SteelHouse Tracking Pixel should be placed on every page within your website.Advertisers typically place the pixel in the global footer of the site.

The SteelHouse Conversion pixel should be placed on all confirmation pages and should fire for all conversions

Conversion Pixels should only be placed on confirmation pages utilized for site conversion

If you have more than one conversion point, please email your Account Manager or [email protected]

SteelHouse Automatically Paces your Campaigns to Spend as Evenly as Possible each day of the Monthly Budget

Each budget is to be an allocation of the Month that you are currently in

IE: October will be split into 31 days, February will be split into 28 days

IE: $10k October Budget set on the 1st- Adaptive Adserver will aim to spend $322.58/per day or $10k/31

If a Monthly Budget is adjusted/added mid-month, the system will work to spend the entirety of the budget by the end of the month

IE: $10k October Budget for a NEW Campaign set on the 20th, our system will spend the entire $10k by the end of the 31st

It is important to ONLY add a budget that you are comfortable spending for that campaign in the remaining days of the month

Factors Potentially Impacting Daily Pacing:

Adaptive Adserver: If the algorithm finds stronger days of the week, it will allocate spend into those days

Budget Not Met: If you do not reach your budget pace daily, SteelHouse will automatically allocate & divide the remaining budget across the remaining days of the month

IE: In a $10k October budget, an Advertiser spent $200 on day 1, day 2 budget would be $10k - $200 = $9,800/31 days = $316.13

A Performance Goal is the level of return you expect from your investment.SteelHouse supports the following goals:

ROAS (Return On Ad Spend)

CPS (Cost Per Sale - also known as A/S)

ROI (Return On Investment)

CPA (Cost Per Acquisition or Cost Per Order)

We recommend performance goals include a combination of view-through and click-through conversions.Goals can be based on only click-through conversions or only view-through conversions, if requested

Your designated SteelHouse Account Manager will assist you in setting up your initial campaigns. Once pixels are mapped and creatives are received by the Support Team, a SteelHouse representative will walk you through the SteelHouse UI to preview your campaigns.

Additional information on how to set up other campaigns can be found here.

It can take up to 48 hours for ads to be approved across our network partners once your campaign is set up. When approved, you will be able to use your account login, provided to you by our Accounts Team, to review campaign performance within the reporting tab.

To access your account and reporting information visit http://ui.steelhouse.com

Bids represent how valuable the audience is to your business. A higher bid on an audience means you will win more impressions for that audience and have more reach. Structure your bids so you reach the most valuable audiences effectively.

Campaigns targeting high funnel users (maybe 2+ page views, or a specific category) should have a lower bid CPM than a low funnel campaign (such as cart abandonment).

Suggested CPM's by Campaign Type Below:

Channel

Campaign Type

Funnel Level

CPM Recommendation

Predicted Win Rate

Retargeting

General

High

$2.25-$3.25

6%-9%

Retargeting

Product Category

Medium-High

$2.75-$3.50

6%-10%

Retargeting

Reluctant Shopper

Medium-Low

$3.00-$4.50

9%-16%

Retargeting

Cart Abandoner

Low

$5.00-$6.50

17%-23%

General Campaign: Foundation of the Account

This campaign makes up the largest pool of users to retarget, therefore can be the best scaled campaign (video only)

Mid Funnel Campaigns:

These campaigns are the campaigns for the users who are still in the shallow end of shopping. These users are shopping the category and product pages, but have not shown a heavy level of intent. ( video + dynamic only with product based messaging)

Specific Category Campaigns

Product Level Campaigns

Engaged Funnel Campaigns (great performance - use incentives / countdown timers*

These users have a deeper level of intent but have not yet added something to their cart

Engaged Shopper : 2+ Site Visits in past 7 days, no conversion.

Reluctant Shopper: 3x page views on the site in a single visit

Deep Funnel Campaigns (great performance - use incentives / countdown timers*)

These are the users who have arrived at the step immediately before a conversion occurs.

Cart Abandonment: Users who have added something to their cart but have not yet converted

*Countdown timers should run no longer than 48 hours and should be for exclusive sales (short burst sales) or exclusive segments.