DOUBLECLICK FOR PUBLISHERS COURSES
Before you think of paying for a DoubleClick for Publisher course, we strongly invite you to check out the Google Publisher University videos, take the final exam within the course and then if you feel you still need more expert support or help, hire a Double Click for Publisher consultant who can either help you solved your questions or help you implement, manage and/or optimise your DFP implementation.
eDigital offers DFP consulting and implementation services. Contact us today to find out more.
GOOGLE PUBLISHER UNIVERSITY VIDEOS
DFP SET UP VIDEO TUTORIALS
- Introduction to Ad Serving (2 min video)
- Introduction to DFP (2 min video)
- Life of a DFP impression (2 min video)
- DFP User Interface Tour (4 min video)
- Introduction to Ad Units (2 min video)
- DFP Inventory – Special Ad units intro (1 min video)
- DFP Inventory – Placements (2 min video)
- DFP Inventory – Key Values (4 min video)
- Define and target Key Values (article)
- DFP Inventory – Tag generation ( 5 min video) How do we get our webpages or apps so they know to call DFP for an ad request? This is the job of the Ad Tag. An Ad Tag is generated for each created Ad Unit in DFP, and is in the form of a code snippet that is to be inserted in the source code of the webpage or app. When the browser reads the source code of the page to load the content, it will also read the Ad Tag and trigger an ad request to DFP.
- Suggested Ad Units ( 3 min video) A suggested ad unit is a unique ad unit that the Publisher does not create on DFP, but instead dfp suggests that it becomes an ad unit due to how many requests it gets from that page. The publisher needs to borrow and tweak an ad tag from an existing ad unit for this to happen.
- Introduction to Native Ads (2 min video) A native ad is when an advertiser can provide a set of ad components such as a headline, image, text, click through url and so on. The publisher then decides how to display the components on its web page. Benefit: more views as native ads are 53% more frequently viewed than display ads. You can manage native style ads within DFP, implement fully responsive ad slots and deliver native ads across multiple devices and platforms.
- Native ad Implementation Tutorial ( 7 min video) Publishers can choose from two different types of native ad formats: standard and custom. Standard native ads are based on industry standards and are the easiest to re-use with multiple partners. Standard ads normally include the following variables: a title, an image and a body text. Custom native ads allows you to define the variables you want to display.
- Custom Native Styles: Native Styles or Custom Rendering. This instructional article will help you decide whether to use native styles or custom rendering when creating your Custom Native Ads.
- DFP Help Centre
- DFP Admin Tutorial (part 1) & Part 2
- Frequency cap labels
- Competitive Exclusion labels
- Ad exclusion labels
- Creative wrapper labels (Infographic)
DFP DELIVERY VIDEO TUTORIALS
- Introduction to orders ( 2 min video)
- Create a line item (5 min video)
- Line item types (Infographic)
- Sponsorship line item type (Infographic)
- Standard line item type (Infographic)
- Network line item type (Infographic)
- Bulk line item type (Infographic)
- Price priority line item type (Infographic)
- Ad exchange / Ad Sense line item type (Infographic)
- House line item type (Infographic)
- Ad Selection (8 min video)
- Dynamic Allocation (Infographic) If Ad Exchange is enabled, all line items will compete on cost. For guaranteed line items, a temporary CPM is applied, and is what is used to compete with Ad Exchange. Price Priority line items will compete on Rate or Value CPM. If filled in, the Value CPM will override the Rate for the competition with Ad Exchange, and it’s important to figure out what the actual average revenue of these 3rd party ad networks are so they can compete appropriately with Ad Exchange
- Temporary CPM Part 1 & Part 2 (Infographics)
- Delivery Settings Part 1 (4 min video)
TIPS WHEN IMPLEMENTING DOUBLE CLICK FOR PUBLISHERS
- Choose asynchronous requests when generating tags for quicker load times.
If you are new to ad serving or DoubleClick for Publishers, it is a great idea to become familiar with the following terms to help you with the above DFP above video tutorials, DFP courses and general online advertising learning.
LIST OF AD SERVING TERMS
- Ad Server: A web server used to store ad content to be served to pages and apps.
- Ad Slot: The size-defined area where the ad will go on the page or in the app. For example a 728×90 ad slot, is a 728 pixel by 90 pixel area on the page where the ad will go. Where it occurs on the page is dependent on where the ad tag is placed in the source code.
- Ad Tag: It is the piece of code that is to be inserted into the source code of a page or app and represents the space where the ad will show up. An ad tag is what triggers the ad request. It also contains infromation such as the size of the ad, whether the ad request is synchronous or asynchronous, key-values and more.
- Ad Unit: it is a container or folder that will organise your inventory on DFP that generates a snipet of code that your website or app uses to call for the actual ads. An ad unit can represent a section of a page, the entirety of the page, or a group of pages. When the ad unit is created in DFP an ad tag is associated with it, which is what is to be added to the source code of the page of app.
- Advertiser: A company, organisation, or individual looking to promote their product or service through an ad.
- Conversion: The action of users who visit an advertiser’s website or app after viewing or clicking on one of the advertiser’s ads.
- CPM: Cost Per Mille – The advertising cost per thousand (Lat. mille) impressions viewed. The value of an individual ad impression, especially from the advertiser’s perspective.
- Creatives: The ad files that show on the page. The files can be directly uploaded to DFP, or can live on a separate server that DFP links to. The sizes of the creatives should match the sizes designated to the ad units that they are targeting.
- Dynamic Allocation: When Ad Exchange is competing with the other inventory in DFP. This comes into effect when you link an Ad Exchange account in the Admin tab, and an Ad Exchange line item is created.
- Impression: An ad that a user sees. Think of a billboard on a highway, when you see it, it makes an impression on you.
- Impression RPM: The impression revenue per thousand impressions (RPM) is the average earnings per one thousand impressions.
Impression RPM = (Estimated earnings / Impressions) * 1000
- Inventory: What a publisher has available to sell to an advertiser: areas of the web pages or apps.
- Line Item: The broken down units of the order that define what ads will show on what pages, and contain information such as how long the campaign will run, to which ad units the ads will be targeted, and other logistics. Line items compete against each other to win the ad request. They also contain the actual ads that will show on the page, which are called creatives.
- Order: The agreement made between the advertiser and publisher containing what is to be sold and for how much.
- Percentage-Based Line Item:Line items that have a delivery goal that is a percentage of the total impressions delivered to the targeted ad unit(s).
- Page revenue per thousand impressions (RPM) is calculated by dividing your estimated earnings by the number of page views that you received, then multiplying by 1000.
Page RPM = (Estimated earnings / Number of page views) * 1000For example, if you earned an estimated $0.15 from 25 page views, then your page RPM would equal ($0.15 / 25) * 1000, or $6.00.
- Quantity-Based Line Item: Line items that are booked to meet certain impression or click goals.
- Remnant Inventory: Ad Units that were not filled by direct-sold guaranteed ads. Anything non-guaranteed that would act as a backfill after guaranteed line items have finished serving.
- Rate: The price that the advertiser is actually being charged to serve guaranteed line items.
- Amazon’s plan to taken on Google DFP (Dec 2016)
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