PLA - Creation of campaign

1. Creating a
Product Listing Ads
Campaign

2. What is a PLA campaign?
A campaign is an advertising plan that you can create on your PLA dashboard. You are free to create multiple campaigns
for different brands, categories, events or marketing objectives.
Following are the steps which are involved in taking your product live in a PLA campaign:
Campaign
goes live
Create/Modify
Campaign
Top-up PLA
wallet
Accept T&C
Note – Once you accept the T&C for PLA, a default campaign becomes live and the free credits along with the amount added to your PLA wallet will be
used for this default campaign. The default campaign is explained in the successive slides.

3. Accepting T&C for PLA
It’s a simple three step process
Go to the PLA tab Go through the T&C
!
Accept the T&C

4. Accepting T&C for PLA
To create a campaign, login to the Paytm Mall seller panel and follow these steps -
Click on PLA Dashboard Here, you can read all the information related to
the PLA
Scroll down the page

5. Accepting T&C for PLA
Read the Terms and Conditions and
click on check box to accept the same
Click on the Start Now button
Note – Once you accept the T&C for PLA, a default campaign becomes live and the free credits along with the amount added to your PLA wallet will be
used for this default campaign. The default campaign is explained in the successive slides.

6. Top-up PLA wallet
It’s a simple two step process
Download RO format Share filled RO
!

7. What is a PLA wallet?
It is a wallet where you store budgets for your Product Listing Ads. This will be accessible on the seller panel/ad manager
(under the PLA tab). It is the total kitty of funds available for all your PLA campaigns. You can create multiple campaigns, that
will all use funds from your PLA wallet.
Your PLA wallet will be visible at the top of the PLA
dashboard page
• As a part of our promotional offer, you get free credits worth Rs.1500 in your
PLA wallet
• You can club these with other budgets already in your ad wallet or the
additional funds you add to your wallet
• The free credits have no expiration date and can be used at any point of time
• If you do not top up your wallet and use the free credits provided, you will get
a Gold package for PLA (which comes with limited access to certain features).
Once you top-up your PLA wallet (as per the guidelines discussed in
successive slides) your account will be upgraded to the Platinum package for
PLA
Feature Platinum Gold
Create Multiple Campaigns Enabled Disabled
Budget Settings Enabled Enabled
Product Exclusion Enabled Disabled
Bid Settings Enabled Partially enabled
Default campaign Enabled Enabled
SKU Analytics report Enabled Enabled

8. Step-1: Download RO format
Follow these steps to add the amount to the PLA wallet -
Click on the Top-Up button A pop-up will appear, you need to share an RO of the amount with your
Category Account Manager (or the email ID mentioned over here)
Click on Download RO to download the sample format

9. Step-2: Share filled RO
• RO (Release Order) is a purchase order (PO) that is associated
with a contract to add an amount to the PLA wallet for
advertising purposes
• This is basically a document that needs to be shared by a seller
or by a brand mentioning the budget or amount which needs to
be spent on the PLA campaign on Paytm Mall platform
• You need to share RO on your company’s letterhead along with
the signature and stamp
• Always mention your Seller ID (MID) in the mail and use your
registered email ID to send the same
• You need to share the filled RO to your category Account
Manager (or @ anuj.srivastava@paytm.com)
• The team will share the instructions for the payment
• Once all the formalities are completed the amount is credited to
your PLA wallet within 48 hours
Sample of RO format

10. Create a campaign
You can
Modify and use default campaign
created by the system
Create a new campaign
Or

11. What is a default campaign?
Once you accept the T&C for PLA, our system creates a default campaign and makes it live for you (using the free credits
and) added amount in your PLA wallet). You can either modify this default campaign or create a new campaign to advertise
your products.
Both Gold and Platinum package sellers can modify and use the default campaign, however gold package seller can modify
only limited attributes as per table explained below:
Campaign’s attributes Pre-defined values Gold Platinum
Name of default campaign All Products Name can not be modified Name can be modified
Daily budget 500 Daily budget can be modified
Maximum spend limit
Blank (means campaign will run until PLA
wallet gets exhausted)
Right to modify available
Mode of product exclusion AI
Manual exclusion
restricted
Manual/AI exclusion
available
Type of Bid ROI
Bid type can not be
changed
Have rights to change
the bid type
ROI target 2
Can update only at the
campaign level
Can be updated
Campaign status Live Can be paused/Relaunched

12. Checking your default campaign
On the PLA dashboard scroll down and check under the section of Your Campaigns, a default campaign created by the
system will visible
Here you can check the details of the campaign and modify them according to your requirement
Note – Once you accept the T&C for PLA, the default campaign becomes live and the free credits along with the amount added to your PLA wallet will be
used for this default campaign.

13. Modifying a default campaign
Here you can check name and daily budget set for
your default campaign
Here you can modify these details of the campaign:
• Edit budget – To change in budget settings
• Product exclusion – To exclude the products manually from
the campaign
• Bid settings – To change bid rate of the campaign

14. Updating budget details of a default campaign
Click on Edit budget icon Here you can change these values:
• Campaign Name - Enter the name of your campaign
• Daily Budget - Enter the budget limit you have set for your PLA
campaign on a per-day basis. E.g.. If you want to spend up to
Rs.600 daily, set the daily budget as Rs.600
To update the budget details follow these steps:
All Products
500
Note – The minimum daily budget limit is Rs.500

15. Updating budget details of a default campaign
Once you have filled all the details, click on
Save button
Max Spend Limit - Here, you need to enter your maximum budget for
this ad campaign. As this field is optional, if you leave it blank, your
campaign will run until the amount in your wallet gets exhausted
All Products
500

16. Excluding products manually from a default
campaign
Click on Product exclusion icon
Note – This feature is enabled only for Platinum member
To exclude the products manually follow these steps:
AI Manual
• It will automatically exclude
the products for a campaign
that are analyzed to attract
less attention
• By default AI mode is applied
on the campaign(s)
• It will allow you to ‘exclude’
the products you don’t want
to advertise
• To change the mode toggle
the highlighted button to
manual

17. Excluding products manually from a default
campaign
Once you have moved the toggle button to
manual, click on Yes, change to Manual Mode on
the popup window
Click on Edit Product Exclusion

18. Excluding products manually from a default
campaign
Here, you can filter your products using the available options.
Click on the Apply button
Products satisfying the above requirements will appear in the list
Now, de-select the products by
simply clicking on them

19. Excluding products manually from a default
campaign
Click on Exclude Selected Products
Tip - If there is a higher number of products included in the campaign, there will be more chances of getting a higher ROI
Click on the Save button

20. Updating bid settings of a default campaign
Click on Bid settings icon Here, you need to select the bid type for your
campaign
To update the bid type and rate follow these steps:

21. Updating bid settings of a default campaign
CPC ROI
• CPC stands for Cost per click
• It refers to the cost that you pay for each click on your ads
• Each time an ad space is available, an auction is carried out
that decides which product will be placed at the available ad
space
• ROI stands for Return on Investment or Return on Ad Spends
• Based on your ROI target and your daily budget, the system will
automatically bid on your behalf for your product ad in the
auction
Example:
CPC = Rs.5
You will be charged Rs.5 per click
Example:
You can set the ROI as 5
• ROI =
Returns (GMV generated through sales)
Amount invested in advertising
500
100
= 5x i.e. 5 times
Note – Bids are set on the Campaign level. You can update CPC or ROI on a Category or SKU level.
Types of Bid

22. Setting up CPC Bid

23. Setting up CPC bid for a default campaign
Enable for CPC
If you want to select the CPC bid type, follow these steps -
Here, you need to enter the campaign-level CPC bid
Below this you can check the CPC bid recommended by the system
Note – CPC bid is enabled only for Platinum member
– It is mandatory to set a campaign level bid.

24. Setting up CPC bid for a default campaign
Click on Configure under the Advanced Bid Settings
Note – If you do not set the CPC bid for any category, the campaign-level CPC bid will be applied on that category
If you wish to change the CPC bid on the product category level, follow these steps:

25. Setting up CPC bid for a default campaign
• Category Name - Here, you can check the category names
• Spend (30 days) - Here, you can check the total amount spent in the last 30 days in the category
• CPC (30 days) - Here, you can check the CPC charged in the last 30 days for the category
• Manual CPC - Here, you can set the CPC bid for a particular category
• Suggested CPC - Here, you can check the CPC as suggested by the system
• Once you have set the CPC bid for your categories, click on the Save button
Note – If you do not set the CPC bid for any category, the campaign-level CPC bid will be applied on that category

26. Setting up CPC bid for a default campaign
Click on Configure under the Advanced Bid Settings Click on Set CPC for new SKU
Note – If you do not set the CPC bid for any product, the category-level CPC bid will be applied and if the category-level CPC bid is not set,
the campaign-level CPC bid will be applied on that product ad
If you wish to change the CPC bid on the product (SKU) level, follow these steps:

27. Setting up CPC bid for a default campaign
Click on this arrow to filter or sort your
products
Here, you can filter your products using the available options
Click on the Apply button
Products satisfying the above requirements will appear in the list
Note – If you do not set the CPC bid for any product, the category-level CPC bid will be applied and if the category-level CPC bid is not set,
the campaign-level CPC bid will be applied on that product ad

28. Setting up CPC bid for a default campaign
• Product Name - Here, you can check the product
names
• Spend (30 days) - Here, you can check the total
amount spent in the last 30 days on the product
• CPC (30 days) - Here, you can check the CPC
charged on the product in the last 30 days
• Manual CPC - Here, you can set the CPC bid for a
particular product belonging to you
• Suggested CPC - Here, you can check the CPC as
suggested by the system
• Once you have set the CPC bid for your products,
click on the Save button
Note – If you do not set the CPC bid for any product, the category-level CPC bid will be applied and if the category-level CPC bid is not set,
the campaign-level CPC bid will be applied on that product ad

29. Updating ROI target

30. Updating ROI target for a default campaign
Enable for ROI
If you want to select the ROI target, follow these steps -
Here, you need to enter the campaign-level ROI target
Below this you can check the ROI target recommended by the
system
Note – It is mandatory to set campaign level ROI target.
2

31. Updating ROI target for a default campaign
Click on Configure under the Advanced Bid Settings
Note – This feature is enabled only for Platinum member
– If you do not set the ROI target for any category, the campaign-level ROI target will be applied on that category
If you wish to change the ROI target on the product category level, follow these steps:

32. Updating ROI target for a default campaign
• Category Name - Here, you can check the category names
• Spend (30 days) - Here, you can check the total amount spent in the last 30 days in the category
• ROI (30 days) - Here, you can check the ROI achieved in the last 30 days for the category
• ROI Target - Here, you can set the ROI target for your particular category
• Suggested ROI - Here, you can check ROI target suggested by the system
• Once you have set the ROI target for your categories, click on the Save button
Note – If you do not set the ROI target for any category, the campaign-level ROI target will be applied on that category

33. Updating ROI target for a default campaign
Click on Configure under the Advanced Bid Settings Click on Set ROI for new SKU
Note – This feature is enabled only for Platinum member
– If you do not set the ROI target for any product, the category-level ROI target will be applied and if category-level ROI target is not
set, the campaign-level ROI target will be applied on that product ad
If you wish to change the ROI target on the product (SKU) level, follow these steps:

34. Updating ROI target for a default campaign
Click on this arrow to filter or sort your
products
Here, you can filter your products using the available options
Click on the Apply button
Products satisfying the above requirements will appear in the list
Note – If you do not set the ROI target for any product, the category-level ROI target will be applied and if category-level ROI target is not
set, the campaign-level ROI target will be applied on that product ad

35. Updating ROI target for a default campaign
• Product Name - Here, you can check the
product names
• Spend (30 days) - Here, you can check the total
amount spent in the last 30 days on the
product
• ROI (30 days) - Here, you can check the ROI
achieved on the product in the last 30 days
• ROI Target - Here, you can set the ROI target for
a particular product belonging to you
• Suggested ROI - Here, you can check the
Suggested ROI by the system
• Once you have set the ROI target for your
products, click on the Save button
Note – If you do not set the ROI target for any product, the category-level ROI target will be applied and if category-level ROI target is not
set, the campaign-level ROI target will be applied on that product ad

36. Creating a new campaign
It’s a simple three step process
Fill in the
campaign details
Exclude those products which
you do not want to advertise
Set the
bidding rate
₹

37. Step-1: Filling up the campaign details
On your PLA dashboard scroll down and click on Create
New Campaign available under the Your campaign section
To create a new campaign, follow these steps:
Note – This feature is enabled only for Platinum members. Gold members can use the default campaign created by the system
Under the Settings section,
you need to enter the campaign details

38. Step-1: Filling up the campaign details
Enter the campaign name, Daily budget and Max spend limit
for your campaign
Note – The minimum daily budget limit is Rs.500
Once you have filled all the details, click
on Save button

39. Step-2: Excluding products from campaign
Note – The Product Exclusion feature is enabled for Platinum members only
Under the Product Exclusion section, you need to de-select the products which you
do not want to advertise
To exclude the products, please refer the slide nos. 17-20

40. Step-3: Set the bidding rate
Under the Bid Settings section, you need to set the bidding rate for your campaign -
Note – This feature is enabled for Platinum members only
Here, you need to select the bid type for
your campaign
To set the bidding rate, please refer the
slide numbers 21-36
Go to the Bid Settings section

41. Go live with your campaign
Now, click on the Save & Go Live button

42. Checking created campaigns
Under the ‘Your Campaign’ section, you can check all the campaigns you have created

43. Checking draft campaign
If any of your campaign looks like this, it means that this is a draft of the campaign (incomplete campaign/campaign not launched)
You can simply click on the Launch button and fill the pending details to make it live

44. Thankseveryone!
For any query, please raise a ticket using the Support tab on your seller panel.