Campaign Setup and Line Item Configuration
Domain 2: Campaign Setup and Line Item Configuration
This domain tests building a campaign and its Ad Group (TTD's line-item level) so that budget, flight, targeting, creative, and bid settings agree. Exam items often ask which setting controls delivery when two levels interact.
Core rules and concepts
- Campaign defines objective, budget, flight, and pacing; the Ad Group carries bid, targeting, creative, frequency, daypart, and inventory deal selection.
- Set campaign dates and budget before building Ad Groups. Ad Groups inherit the campaign flight, so a paused or ended campaign stops every Ad Group beneath it.
- Match creative dimensions to placements and use one Ad Group per distinct bid/targeting strategy; split when you need separate bids, audiences, or deal access.
- Frequency caps apply at the Ad Group and should reflect funnel stage; too tight caps suppress reach, too loose caps waste impressions.
Worked example
A $30,000, 30-day launch uses a $1,000 daily campaign budget. One Ad Group targets California mobile web and a PMP deal with a $12 base bid. If the creative is rejected or the deal ID is invalid, the Ad Group cannot spend even though campaign budget remains. Reasoning: budget sits at campaign level, but delivery depends on Ad Group eligibility, so QA both levels before launch.
Traps that cost marks
- Assuming the Ad Group owns budget; in TTD the Campaign controls budget and flight.
- Creating one Ad Group for unrelated targeting strategies, which hides performance.
- Setting a frequency cap of one per day on a reach campaign.
- Forgetting that creative approval and deal status can block an otherwise valid Ad Group.