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What Is The 'Escalation' Feature Within The SteelHouse UI?

  • Our UI allows you to specify your Ad Groups’ relative importance through weighting and then determine how long or how often to show each individual Ad Group, which we call 'Escalation'
  • The Escalation feature allows you to sequence your campaign messaging with a more compelling message to a User if they have not converted within a certain timeframe
  • IE: Lets say you have 1 Campaign with 2 Ad Groups. Assuming you will be escalating traffic between the 2 Ad Groups, you can escalate the Ad Groups by 'days' or 'impressions'. We recommend that you escalate by 'days' for optimal results.
  • IE: You can serve on set of ads to a user for 7 days with "10% Off" messaging. If the User has not converted yet, on day 8, the user will see the second set of Ads from Ad Group 2 with "25% off + Free Shipping" messaging. The idea is to entice the User with an offer they can't refuse in order to win the conversion.
  • In a more simple use case, you can use the escalation feature to put a new set of ads in rotation to keep the messaging fresh if the user has not converted after a specified period of time.
 
SteelHouse Pro Tip: Assign escalation by Days. Additionally, your final Ad Group must be set to 'No Limit', this way your second Ad Group will serve for the remainder of the Campaign. If you were to specify a number of Days in lieu of 'No Limit' the Ads from this campaign would stop serving to users before the actual Campaign end date. 
 
 
 
  • For clarity, if you are weighting your campaigns you can not also escalate your campaigns. Its an 'either, or'  function
  • Depending on how the toggle is set determines if you are splitting traffic between ad groups (weighting) or if you are sequencing the messaging (escalating).
    • Weighting: We recommend you weight traffic by Uniques
    • Escalating: We recommend escalate after a predetermined amount of days (not impressions)
 
What Is The 'Weighting' Feature Used For?
The weighting feature is great for running A/B tests to measure performance between 2 Ad Groups or simply to rotate Ad Groups to keep fresh ads in from the User with different looks and feel within your brand guidelines.
 
What Is The 'Escalating' Feature Used For?
  • The escalating feature is great for sequencing the order of how your ads with appear in front of the User
  • The most optimal use case is utilizing this feature to escalate your offering to the User if they have not converted within a specific amount of time; usually measured in Days
  • IE: You can serve one set of ads to a user for 7 days with "10% Off" messaging
  • If the User has not converted yet, on day 8, the user will see the second set of Ads from Ad Group 2 will "25% off + Free Shipping" messaging
  • The idea is to entice the User with an offer they can't refuse in order to win the conversion
  • In a more simple use case, you can use the escalation feature to put a new set of ads in rotation to keep the messaging fresh if the user has not converted after a specified period of time.
 
SteelHouse Pro Tip: Assign escalation by Days. Additionally, your last Ad Group must be set to 'No Limit', this way your second Ad Group will serve for the remainder of the Campaign. If you were to specify a number of Days in lieu of 'No Limit' the Ads from this campaign would stop serving to users before the actual Campaign end date. 
 
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