What are Campaigns, and how do they work?

Campaigns allow you to test new products in a highly controlled environment. You can group products with a desired scheduling quantity, daily budget, and lifetime (multi-day) budget and track the real-time performance of the grouping and products. Currently, there are four different types of campaigns: Auction Campaigns, Buy Now Campaigns, Name Your Price Campaigns and Reminder Campaigns. 

  • Auction Campaigns are the most popular, and are the only way to have your items scheduled into an auction on our main page. Most sales on Tophatter occur through the auction format, and a lot of buyer excitement is generated with auctions.
  • Buy Now Campaigns bring sellers a fixed price option. These Campaigns are a win win: they drive more exposure, and potentially sales, to fixed price items, while also garnering more data on how these items convert Shoppers. Products in Buy Now Campaigns will run in a slot on the main feed. 
  • Name your Price Campaigns gamify the Buy Now experience for shoppers, giving them a taste of what they love about auctions- while providing sellers with the ability to garner more fixed price sales. Shoppers input what they are willing to pay and then it’s in the seller’s hands. Sellers decide if the price offered is fair or not, and can approve or deny the offer. 
  • Reminder Campaigns are a tool created to help generate demand and collect data on shopper behavior. Products in Reminder Campaigns do  not go up for auction; instead they are displayed more like an ad within the feed. 

Here are some definitions that you will need to know:

Daily Budget: This is the total advertising budget per day. Each Campaign can have a different daily budget, which is something to keep in mind if you have multiple campaigns. This amount will need to exceed your Scheduling Fee Bids, if using an Auction Campaign. . 

Scheduling Fee Bid: The max scheduling fee you are willing to pay each time an item in an Auction Campaign is scheduled into auction. For example, if your Campaign has 10 items and each item has a scheduling fee bid of $1.50 and a total of 10 items in the Campaign are scheduled, your total scheduling fees for that campaign for that day would be $15.00. Please note that Scheduling Fees are charged on every scheduled item, including non-sales and canceled orders. Scheduling fees are not reimbursed when an item is refunded.

Bid per 1000 Impressions:  The amount you are willing to pay per 1000 impressions for this campaign. An impression is generated each time your product is seen on a Shopper’s screen; 1000 impressions means your product was seen 1000 times. The Bid per 1000 Impressions field in the Campaign creator will populate with a default amount. A higher bid than the default will drive more impressions. Impressions are used for both Buy Now and Name Your Price Campaigns. 

Please note sellers are competing against each other for visibility. The sellers with the highest scheduling/impression fee bids will have more volume scheduled or shown. By placing competitive scheduling and impression fee bids, you can ensure your products are shown on the main page— and if you are not seeing the margins you want, you can lower your bids to slow down the volume. 

Daily Budget per Product: The total advertising budget for each product per day. For example, if you have 10 items in your campaign, but do not want to incur more than $3.00 in scheduling fees for a single item, you would put $3.00 in this field. 

Lifetime Budget: The total advertising budget over the lifetime of the Campaign. The Campaign will end when the lifetime budget is met. 

Lifetime Budget per Product: The total advertising fee budget for each product over the lifetime of the Campaign. 

How to create a Campaign:

  • On the Products page, click Upload CSV and then Add New Products. You can either add products to an Existing Campaign or Create a New Campaign. 
  • If you already have Products added to your account, you can select or create a Campaign by clicking the dropdown menu next to the item on your Products page. 
  • To move items from Campaign to Campaign, click Edit Product next to the item you wish to change, and select the correct Campaign from the drop down menu on the edit screen. Currently, products can only exist in one Campaign at a time. 

While a Campaign is live, you can edit the parameters, such as daily budget, lifetime budget, and lifetime schedules per product, and add new products by either uploading a CSV or manually from your Products Page. 

If you have items in a Campaign, but are not seeing items scheduled or garnering impressions, you can view possible reasons why by clicking Performance next to the Campaign on your Campaigns page. Some reasons why your items may not be scheduled or shown are Bid Too Low, Recently Added, Campaign Inactive or No Scheduling Fee Bid Set. It is possible that your items are set up correctly, but still may not be scheduled or shown. Scheduling nor Impressions are not guaranteed. The more competitive an item is, the more likely it is to be scheduled or displayed on our main feed. . 

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