Written by Jon Berg <jon.berg|a|turtlemeat.com>
Created: May 2011
This document will describe DFP - DoubleClick for Publishers - (for Small Businesses) and how to get started serving ads on your website.
What is DFP - DoubleClick for Publishers
Double Click for Publishers (DFP) is a service that lets you manage, serve and monitor advertising for your website. This is ideal for people who needs to expand their web-advertising beyond Google-Adsense. The ads are managed through a web-interface, and the only thing you have to do is to paste a java-script code into the HTML your site to get the ads to show.
It is free for all to use. Go to DFP. This article deals with the DFP program called Small Business (one chair logo). But I suppose the other program (many chairs logo) is very similar.
Highlights what can be done with DFP:
What you can not do with DFP
Targeting possibilities with DFP
There are a number of targeting possibilities with DFP. You can geographically target on specific countries, states in countires and cities in a country. You can target browser types: is the user using Firefox or Explorer and so on. What browser language, what bandwidth the visitor has and which operating system is used. It is also possible to target based on the domain the visitor on your page comes from, that is what ISP is used, for example is it from a .edu domain which would indicate the visitor is affiliated with an educational institution. It is also possible to do frequency capping, which is limiting the number of times a visitor has seen an advertisment.
Combining your own advertising with Adsense
Drawbacks with DFP
Personally one of the drawbacks at first glance is that the DFP site is a bit convoluted. You have to learn the jargon. It is not just a bunch of ads you are setting up with different colors and graphics. No, you are managing inventory, setting up line items, ad-units, creatives and orders. Why make it easy? When you call a spade for a spade you don't make money.
Practical example how to set up an Ad with DFP
Since the DFP is a bit messy here is an example how to set it up.
We are going to set up an ad. With a specific CPM or CPI (cost per thousand impressions). We are going to use geographical targeting so the ads only show up for visitors from particular countries.
Create Ad unit. First you create an add unit.
Create Placement Go to: Inventory – Placements – New Placement. A placement can hold one or many Ad units. But it
is simple to have one Ad unit per placement. Name it, and select one Ad unit for the placement. The placement name will show up in your report in your Adsense account
as a channel.
Create an Order Go to orders and create new order. Then in that order create new line item. In the line order select type = price priority.
Set a price, a high price will result in it being shown more. Set when the time it should start and stop. It is in the line order you can ad custom targeting such as geo-targeting. For example add targeting for the country you
Finally done! Thank yourself for doing all that hard work! It may take half an hour before it shows up on your website.
Web (webmastering) Mix Computer related text
Mix Computer related text