> For the complete documentation index, see [llms.txt](https://docs.exoclick.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.exoclick.com/advertisers/campaigns/creating-a-campaign/create-campaign-step2.md). # Step 2 - Ads
This page manages the URLs you will be promoting through your campaign as well as any creatives that might be associated to them, depending on the ad format used. ## Creating a variation In the **Ads** tab, once you click on the **Add Variations** button the **Select Ad Destination** box appears. Use the radio button to choose whether this will use a **Single Landing Page** or a **Landing Page Group**. Enter the URL for the Landing Page or Landing Page Group and click **Select Files**. ### Using dynamic tokens in landing page URLs
When entering URLs for landing pages or landing page groups, you can click **+Add Tokens** to add dynamic tokens to the URL. The tokens pass useful information about the traffic you are buying, assuming that you have a tracking solution or affiliate platform where you can receive this information. Check the [**Dynamic Tokens**](/advertisers/campaigns/macros.md) page to find out more about the tokens available in ExoClick. Note that you have to preceed the dynamic tag with the appropriate **parameter** in order to identify the variable in your own statistics. Please check with your tracking solution/affiliate platform which parameter you should use for each token. Also note that you will have to add a **question mark** to separate these dynamic tags in the query string from your main URL. You only need to add the question mark once. E.g: ``` https://samplelandingpage.com?tag1={conversions_tracking} ``` ### Additional **compulsory** fields when creating a native ads, push notifications or video campaign If you are creating a native ads, push notifications or video campaign, you will be presented with additional fields. All these additional fields are **compulsory.** For **native ads** or **push notifications** campaigns, the additional fields are: * **Title:** Adds title content to your Native Ad or Push Notifications. You can add [**Dynamic tokens**](/advertisers/campaigns/macros.md#using-dynamic-tokens-in-native-and-push-a-ds) to the Title. Maximum of 90 characters. * **Description:** Adds description content to your Native Ad or Push Notification. You can add [**Dynamic tokens**](/advertisers/campaigns/macros.md#using-dynamic-tokens-in-native-and-push-a-ds) to the Description. Maximum of 90 characters. * **Brand Name:** Adds brand name content to your Native Ad. Maximum of 30 characters.
For **video** campaigns, the additional fields are: * **Call-to-Action (CTA) text:** A call-to-action text shown on top of the video ad. The position of the CTA text depends on the publisher config. Available options: * Automated (Default) * Click for More * Click Here * Play Game * Play Game Now * Play Now * See More * See Now * Try for Free * View Here * View More * Watch Free * **Friendly URL:** the domain of your landing page URL, usually shown below the CTA text. Maximum of 25 characters.
### Custom Tracking URLs for video campaigns In addition to your Landing Page URL you can also add [Custom Tracking URLs](/publishers/vast/custom-tracking-urls.md) to your video campaign. These Tracking URLs will be called during the corresponding video ad playback event, provided that the publisher's player supports such event. This feature is **optional**. You can add any number of Custom Tracking Events. You can add [dynamic tokens](/advertisers/campaigns/macros.md) to Custom Tracking URLs. Custom tracking events can be added, edited and deleted in both Video and VAST tag campaigns.
## Adding assets to the variation Once you have clicked **Select Files**, you should select the assets for the campaign in the **Select Ad Assets** dialog.
Tick the checkbox beside the image(s) or video(s) that you wish to use. Selecting multiple images or videos will create multiple variations. * In the **Select Ad Assets** screen you will only see images with the correct dimensions for the ad format you have chosen. * The same applies to videos, though videos can be +/- pixel different from the standard dimension. * If you have chosen to create a video campaign, videos with non-standard dimensions will show also. Once you click on **Ad X Variation(s)** the variation(s) you have created will now be visible in the **Ad** tab. ### Anchor Point Selection
When uploading image assets for Native ad variations, advertisers can define the **Anchor Point** to control how the image is displayed across different placements. The Anchor Point tool lets advertisers specify which part of the image should remain in focus when the image is adapted to fit various formats. This helps preserve key visual elements of the creative. There are nine different positions to choose from: center (default), top, bottom, sides, and corners. This feature is available when selecting ad assets for Native campaigns and helps ensure consistent and optimized visual presentation across all Native placements. ### Video Thumbs for native campaigns
Native campaigns allow you to add **Video Thumbs** to your variations. When a user hovers over the image of the campaign, the ad will play a muted video file on loop for as long as the user keeps the cursor over the image. In mobile devices, the video will play when the user taps on the ad. In the **Select Ad Assets** screen of your native campaign, you will see a Video Thumb section next to each one of the images available for your campaign. Clicking on the **Add video** button will direct you to a different **Select Ad Assets** screen which will let you choose the video you want to use as Video Thumb for the corresponding image. {% hint style="info" %} The videos shown in this screen are not the same ones you can use in **Video** campaigns. Check the [Media Library](/advertisers/campaigns/media-library.md) page for further reference. {% endhint %} Tick the checkbox beside the video you wish to use or click **Upload Video** to upload a new video thumbnail asset. You can only choose one video thumb per image asset. After that, click **Add Video Thumb** to apply that Video Thumb to the corresponding image.
Before you add the variation to your campaign, you can click on the **Change video** to choose a different video for this image or click the trash icon at the corner of the video thumb to remove it completely. Once the video thumbnail has been assigned to your native image, click **Add variation** to add this variation to your campaign. Your native campaign can have variations with and without video thumbs simultaneously. {% hint style="info" %} You cannot remove or change a Video thumb of a variation once it has been added to the campaign. {% endhint %} ## Actions in the variations list
Using the icon to the left of each variation, you can perform various actions: * **Edit**: Edit the variation. * **Test Variation**: This tests the variation by simulating what happens when an ad is clicked on. * For standard campaigns, this will redirect you to your landing page. * For RTB campaigns, this simulates what happens when our systems request an ad, including the bid request and return. * **Pause Variation**: Pause the variation. * **Archive Variation**: This will archive the variation. To see archived variations, click the **Show Archived** checkbox at the top of the tab. ## Selecting a distribution algorithm
When you have created more than one variation, you will be able to determine how traffic will be distributed between them. If you are using [CPM](/advertisers/campaigns/creating-a-campaign/create-campaign-step4.md#cpm-cost-per-mille) or [Smart CPM](/advertisers/campaigns/creating-a-campaign/create-campaign-step4.md#smart-cpm), you will see a **Distribution Algorithm** drop-down to the top right of the variations list. There are three algorithms that you can choose from: * **Even**: Variations that have the same CPM will have traffic evenly distributed between them. * **Fixed**: Traffic will be distributed among the different variations based on a fixed share value assigned to each. * **Automatic CTR** (Default): Traffic will be distributed between the variations based on their CTR. * **Automatic on Conversion Rate**: Traffic will be distributed between the variations based on the conversion rate for the selected goal. The **Distribution Algorithm** drop-down is unavailable if you are using the CPC pricing model. For this pricing model, traffic is distributed across Variations according to the following defaults: * **Automatic CTR**: used for Ad Formats that count both Impressions and Clicks, hence being able to calculate the CTR (e.g., Banner, Native, Video). * **Even**: used for Ad Formats that count only Clicks (e.g., Direct Links, Email Clicks). ### Traffic distribution for fixed algorithm When fixed algorithm is used, there will be two additional columns shown next to **Variation Status** called **Share** and **Effective Share**:
* **Share** is an editable field where you input the specific share of traffic you want to give to that variation. Note that the total sum of all the variations in the campaign cannot exceed 100% * **Effective Share** is a non-editable field that is calculates the share of your active variations. If you had assigned a share to a variation and later paused it, then the effective share of the remaining variations will be calculated to reflect the real share of traffic that wil be delivered. ### Traffic distribution for automatic optimization When either type of automatic optimization is used, we use an 80-20 breakdown to distribute traffic: * If there are only normal variations in the campaign, the winning variation will get 80 percent, and the remaining 20 per cent will be distributed among the other variations using the 80-20 breakdown: The second best variation will get 80 percent, and the remaining traffic will get 20 percent, and so on. * If there are variations to be tested, the winning variation will get 80 percent, and the remaining 20 percent will be broken down into 10 percent for normal variations and 10 percent for variations being tested. --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter, and the optional `goal` query parameter: ``` GET https://docs.exoclick.com/advertisers/campaigns/creating-a-campaign/create-campaign-step2.md?ask=&goal= ``` `ask` is the immediate question: it should be specific, self-contained, and written in natural language. `goal` is optional and describes the broader end goal you are ultimately trying to accomplish on behalf of the user. GitBook uses it to tailor the answer towards what is most useful for that goal. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.