Our UI allows you to specify your Ad Groups’ relative importance through two unique delivery methods, weighting and escalation. You can assign weighting by Uniques or Impressions.
Weighting allows you to dictate how multiple ad groups will serve within a particular campaign, i.e. if you have 2 Ad Groups in one campaign, you can tell the system to serve one Ad Group 100% of the time (1/1) or have two Ad Groups share the unique users or impressions by serving 50% of the time each (1/2). Additionally, if you have 3 Ad Groups, you can instruct the system to divide the traffic equally; 33% or (1/3). *Note - If you only have 1 Ad Group in your campaign, the weighting feature will set this Ad Group to 100% by default. This can be a beneficial tactic for presenting a User with a fresh look and feel at the same offer to avoid habituation (banner blindness).
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.
One Campaign with Two Ad Groups:
Assuming you will be splitting traffic between the 2 Ad Groups 50/50 or (1/2), if you assign weighting by 'Uniques', when Ads are served, the system will work to split the Uniques as evenly as possible. User A will see one set of Ads from an Ad Group in the Campaign for the life of the Campaign. User B will see the other set Ads from the other Ad Group in the Campaign for the life of the Campaign. This is great for running A/B tests to measure performance between 2 Ad Groups.
One Campaign with 2 Ad Groups & opt to weight by Impressions:
This means impressions served to Users will be alternated between the 2 Ad Groups. The system will work to split the impressions as evenly as possible. The first time User A sees an ad, an impression from Ad Group 1 will be served. The second time User A sees an ad, an impression from Ad Group 2 will be served. This is not optimal for A/B testing as you will not be able to decipher which set of Ads influenced the User to convert.
SteelHouse Pro Tip:
The SteelHouse best practice is to assign weighting by Uniques. For further clarity, if you are weighting your campaigns you cannot 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).