DFP i.e DoubleClick for Publishers is a Free comprehensive ad server from Google through which you can sell your ad space available on your website.
DFP Small Business offers a complete toolkit for managing and growing both directly and indirectly sold advertising including streamlined trafficking, advanced forecasting and reporting, integrated revenue optimization, and direct access to the world’s largest pool of advertisers.
With DFP, you will:
- Differentiate your inventory with advanced targeting capabilities and the ability to traffic a variety of rich media campaigns with ease.
- Save staff time and reduce costs with simple and efficient trafficking workflow and an intuitive interface.
- Make better decisions with comprehensive forecasting and decision-support tools.
- Improve campaign performance and client satisfaction with detailed and actionable reporting.
- Enjoy responsive, world-class service organization that boasts industry-leading reliability, 24/7/365 support, and flexible APIs for seamless integration.
Sell Your Advertising Space with Google DFP
Say you have a news website (or a blog) where you cover topics such as technology, sports, entertainment and so on. An advertiser wants to serve banner ad campaigns on all your tech related pages. He will pay $20 CPM for all US based impressions and you can fill your remnant inventory through Google AdSense ads.
Let’s see how we can easily setup such an ad campaign through Google DFP.
Step 1: Create Ad
We need to tell DFP about the advertising space on our web pages. For instance, in our above example, we’ll have to create three ad slots for the 300×250 rectangle, the 160×600 skyscraper and the 468×60 banner. These are standard IAB units though you are free to define custom ad sizes as well.
Go to DFP – > Inventory – > Ad Units – > New Ad Unit. Give your ad unit a descriptive name so that you can easily determine where exactly that ad unit will be displayed and it’s size. Also check the option “Maximize revenue of unsold and remnant inventory with AdSense.”
Step 2: Placements
You have multiple ad units on the same page and there’s a possibility that an advertiser may want to place ads on more than one unit. Therefore, we need to create a placement which is like a group of one or more ad units where an advertiser’s ad can be displayed.
Go to Inventory tab – > Placements – > New Placement and define the placement. To keep things simple, we will associate only one ad unit (the 300×250 one) with our ad placement. Check the option that says “Offer this placement to advertisers” through AdWords and DoubleClick Ad planner to attract more advertisers.
Step 3. Create Order
Now that we have defined our ad inventory, it’s time to feed in the client’s order. The advertiser will specify where he wants to place the ad, what kind of demographics he wants to target, what’s the price he is willing to pay and how long will the campaign run on our site.
Go to DFP – > Orders – > New Order. Create a company for the advertiser and then fill in the order details under “new line item.” Set the Type to “Price Priority” if you want the highest paying ads to be served on your site. Set Value CPM equal to the price that the client will pay and then add the targeting criteria.
Step 4. Upload the Creative Ad
Go to DFP – > Line Items and select the “Line Item” that you’ve created in the previous step. Click Add Creatives – > New Creative and upload the image / SWF Flash file. You can even upload multiple creative ads per line item and they’ll display evenly across that site – this helps you determine an appropriate ad copy that performs best with your visitors.
Step 5. Get the Ad Tags for your Blog
Click the Inventory tab in your DFP dashboard and choose “Generate Ad Tags” – select the appropriate ad unit (the one that we created in Step #1) and choose “Generate Tags.” Add this code to your website and you're done.Within 10-15 minutes, the DFP tool should start serving ads on your pages.
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