Campaign Performance Information Architecture

A common case

Most major advertising experiences have adopted the lineal model of navigating data tiers. The inward progression feels logical and allows advertiser for an intuitive descent into lower data sets, beginning at a campaign level. However, the reverse navigation is equally as linear and logical, even though it is rather redundant and click-consuming. This presented a problem for eBay sellers, as our concept validation research had indicated.

Re-invented for eBay sellers

The number of campaigns (and ad groups) terns to increase proportionally with the seller’s GMV segment. It is not atypical to see larger sellers employ hundreds of campaigns in their advertising strategy. With this, we needed a more efficient model for progressing across key layers of data. This was one of the rare times where re-invention of the wheel was necessary.

Instead of the traditional drill-down navigation, I have locked L2, L4 and L4 data to the same surface. This dramatically decreased interaction lag between L1 sets and allowed sellers to cross-configure their comparative views in the same page view. Now a seller was able to select any number of Ad Groups and then use tabs to reach Listings and Keyword views pertaining to those selected Ad Groups.

Ad Groups (default view)

Listings view: select Ad Groups to compare

Seller selects specific Ad Groups:

Listings adjusted per user intent

Only listings that belong to the selected Ad Groups are displayed:

Keywords adjusted per user intent

Likewise, the table displays only keywords that belong to selected Ad Groups in the same page.