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Thread: How to set up DFP Small Business for serving Ads on your sites

This discussion is about "How to set up DFP Small Business for serving Ads on your sites" in the "Advanced AdSense Publishers" Forum.
I'm not aware that I am using the build in AdSense option. How can I check if I am or not? I followed your above ...

  1. #11
    Dogs and things


    I'm not aware that I am using the build in AdSense option. How can I check if I am or not?

    I followed your above instructions to set up DFP, if I'm not mistaken those instructions make me serve AdSense units as Third Party Ads. Is that correct?

  2. #12
    Join Date


    Yes you are correct.

    You have the option to enable AdSense inventory settings
    when creating a new Ad Unit. This option should not be used
    because it offers only limited AdSense functionality.

  3. #13
    Dogs and things


    You are right, I just figured this out.

    I had uploaded my units using a csv file and had set AdSense inventory settings to NO.
    I did the same in the Network Settings.

    However, when I prepared the units I wanted to use for testing I set the AdSense inventory settings both for the units as for the Network settings to Yes.

    I just undid those settings and few minutes later the new formats are displaying.

    Fortunately the solution was very simple, because I found those new formats much more productive and had decided that if DFP was not able to deliver those I would not continue using DFP until this issue was solved.

    This tool definitely has a pretty steep learning curve, although once you find out how things work it's pretty simple, like most complicated things.


  4. #14
    Dogs and things


    Just a small but useful tip for beginners, like me:

    Pretagging your pages with the code that goes in the <head> section avoids the 60 minute lag that occurs when you first start serving ads through DFP.

    If you donīt pretag it will take up to 60 minutes before ads start showing, if you pretag your pages and wait for more than an hour before you ad the DFP tags to your AD Unit code ads will start showing immediately.

  5. #15
    Dogs and things


    Is it possible to rotate different sized creatives inside one AD unit?

  6. #16
    Join Date


    Yes it is possible.

    I currently run a 300x250px medium rectangle on
    a 336x280px large rectangle Ad Unit. However if
    you define multiple sizes for a line item e.g. 300x250px
    and 336x280px and create a creative for each they will
    only run on Ad Units with matching sizes.

    To have a medium rectangle run in my large rectangle
    Ad Unit I created a large rectangle creative and pasted
    my medium rectangle AdSense code in it.
    So now my medium rectangle is running as "fake" large

    It is not a very elegant solution but it was the only one I
    could come up with. Maybe someone has a better idea.

  7. #17
    Dogs and things


    It certainly is clever thinking and seems to be an acceptable solution.

    I'll go and do some testing...

  8. #18


    How would one set up a cascade with DFP?

  9. #19
    Join Date

    Default How to create a Basic Cascade with DFP Small Business

    How to create a Basic Cascade with DFP Small Business

    Often requested of Google DoubleClick for Publishers Small Business (DFP SB) is the
    ability to create a cascade. Unfortunately, DFP Small Business does not innately allow
    you to create a cascade. DFP Small Business does all the micromanaging for you on
    determining what ad to show based on the settings you have done. But it's still possible
    to do a cascade by abusing the way their system works.

    How it works

    Cascading Line Items is basically having one Line Item deliver until it finishes after which

    the next Line Item in line starts their run. You can emulate this by utilizing the 4 things:
    1. Deliver impressions option "As fast as possible".
    2. House priority
    3. Javascript
    4. Multiple Ad Units/Ad Placements
    The Premise

    Please do note that this process is intended for use when there are no other non-cascading

    Line Items on the Ad Unit/Ad Placement being used.The basis premise of the process is this:
    1. Having one Line Item "take over" an Ad Unit. You can use either Standard or Sponsorship. I prefer standard as often Cascades are done by "serve X impressions for this Line Item then serve Y impressions for other Line Item" vs being time determined (in which case you really don't need to do this type of cascade).
    2. Having one Line Item with a House priority with a Creative that writes out a new Ad Unit.
    The Scenario

    Overall, that's how it works. Let's get to the nitty gritty then, shall we?
    For our scenario, we have 4 Tiers that should cascade. They are aptly named:
    • Tier One
    • Tier Two
    • Tier Three
    • Tier Four
    The Set Up

    For a 4 Tiered Cascade, we need 4 Ad Units (and 4 Ad Placements, each Ad Placement will refer
    to one Ad Unit) and 7 or 8 Line Items.

    The Ad Units

    Here are the Ad Units I created

    • Tier One
      • Ad Unit: Cascade_1_300x250
      • Ad Placement: Cascade_Tier_1
    • Tier Two
      • Ad Unit: Cascade_2_300x250
      • Ad Placement: Cascade_Tier_2
    • Tier Three
      • Ad Unit: Cascade_3_300x250
      • Ad Placement: Cascade_Tier_3
    • Tier Four
      • Ad Unit: Cascade_4_300x250
      • Ad Placement: Cascade_Tier_4
    The Line Items

    Here is the first Tier of Line Items I created with the basic settings.

    • Tier One
      • Cascade Tier One Ad
        Type: Standard High
        Start Date: Immediately (or whenever you want it to start)
        End Date: Unlimited
        Quantity: 100
        Deliver Impressions: As fast as possible
        Target Inventory: Cascade_Tier_1
      • Cascade Tier One Waterfall
        Type: House
        Start Date: Immediately (or whenever you want it to start)
        End Date: Unlimited (important to set unlimited!)
        Goal: 100%
        Target Inventory: Cascade_Tier_1
    That's how I have set up the Line Items for Tier One. Tier 2, 3 and 4 follow the same
    exact settings. For the Line Item "Cascade Tier One Ad", you would put your normal
    Creative here.

    This is the ad you want to see in the first cascade. For the Line Item "Cascade Tier One
    Waterfall", instead of putting a Creative in there, you would put this:

    <script type="text/javascript">
    document.write('<scr'+'ipt type="text/javascript">');

    The above code uses Javascript to print out the DFP code for the next Ad Unit:
    Cascade_2_300x250. Which causes DFP to load the Ad for this Unit ("Cascade Tier Two Ad").
    When "Cascade Tier Two Ad" finishes its run, the House Line item "Cascade Tier Two
    Waterfall" would happen and would have a code similar to above but would cause it to
    print out the DFP code for the 3rd Tier "Cascade_3_300x250". And repeat.

    When it gets the "Cascade Tier Four Waterfall", the last House Line Item, you may wish
    to have it load another Ad Unit (your standard website Ad Unit, for example) so that
    there is something there. Or put a regular House ad in that Line Item.
    DFPexpert likes this.

  10. #20
    Join Date

    Default DFP Small Business Line Item Settings Explained

    DFP Small Business Line Item Settings Explained

    Basic Information

    Name of the Line Item.

    Inventory Size:
    This is what the size of the Creatives you want in this Line Item. It's important
    to select the correct one and multiple sizes if you have multiple Creative sizes.
    Once you select the size the Inventory below will automatically filter out invalid
    Ad Unit sizes.


    Type (priority):
    This is probably the most important setting in your Line Item. DFP Small Business
    determines which Line Item to display by checking several variables, the most
    important one is "Type". ((login for URL)).
    The Types are listed in highest precedence to lowest precedence:

    • Sponsorship (previously Exclusive): This Type has the highest priority. Basically, this is used when you want an Ad to run all the time (a specific % of your impressions) for a certain duration. ((login for URL)).
    • Standard - High, Normal, Low: Overall, this is probably the priority you're going to use the most. This is pretty much the standard priority and who "wins" is basically determined by what rank (high, normal, low), are they underserved, is it front-loaded (Delivery impressions = as fast as possible), how close is the end date and probably several more which Google has not told us about. ((login for URL)).
    • Network (Share of Voice): Network type is basically giving a percentage of the impressions to a Line Item. This is good to use when you want several Line Items to display evenly. ((login for URL)).
    • Bulk: This type is used to display ads evenly across the duration of the flight. Basically a lower priority version of Standard. ((login for URL)).
    • Price Priority: This is very similar to the Bulk option but it serves everything up-front. ((login for URL)).
    • House: House is basically the last line of defense and is basically the same as Sponsorship except at the other end of the totem pole. ((login for URL)).

    Please do note that the way is listed is the priority they have. If you have multiple
    Line Items, it will first check for
    Sponsorship -> Standard -> Network -> Bulk -> Price Priority -> House in that order.

    Start and End is is pretty self-explanatory. Please do note that Line Items (Standard
    and Bulk) deliver ads evenly across the flight. This means that basically they will
    deliver X amount per day.
    The Daily Delivery Goal = [Total Quantity] / [Total Days from Start to End].

    Goal (Sponsorship, Network and House), Quantity (Standard and Bulk) and
    Limit (Price Priority) determine how many impressions it should serve.

    Cost field for Sponsorship and Standard are for informational purposes only. For the
    other fields, they make a difference in determining priority within it's own level and
    if you have Adsense enabled for the Ad Unit.

    Discount is for reference only and does not effect anything.

    Adjust Delivery

    You can adjust the settings of your Line Item in how they display by modifying these settings.

    Deliver Impressions:
    "Evenly" or "As fast as possible". In truth, I'm not sure how this setting effects "Goal"
    types (Sponsorship, Network and House). I know that it greatly effects Quantity types
    (Standard and Bulk).

    "Evenly" means it will deliver evenly (Daily Delivery Goal) across the
    duration of the flight. So if you have a Line Item set to 30,000 Quantity and have it for
    from June 1 to June 30, it will delivery approximately 1,000 impressions per day.

    "As fast as possible" on the other hand means it will deliver as much as it can
    up-front and this can effect the priority of other Line Items to display.

    Display Creatives: If you Line Item has multiple Creatives and is assigned to a
    Placement that has more than one Ad Unit attached to it, you can have it show up only
    in one Ad Unit, several (pending which Line Item wins for the Ad Units) or create a
    "Road block" and fill up all the slots.

    Rotate Creatives: If you have multiple Creatives, you can have them rotate is a
    specific manner. Although I believe this setting only applies to Creatives of the same size.
    Optimized basically means that the better performing Creative will show more often.
    Evenly means that it will be split evenly between all Creatives despite performance Weight
    means that you can set a manual weight to each (in the Creative page).

    Frequency allows you to place a cap on how many times a user sees the Line Item.
    Please do note that it's per user.

    Day and Time settings allow you to modify when the Line Item should display. Please do
    note that all Line Items (or rather winning Line Items) are delivered more heavily in the
    morning (sometimes as much as double in the morning than in the afternoon). There is
    no way to modify this, unfortunately. If you don't like this, I would suggest creating
    two Line Items, one setting the Day and Time for mornings and the other for afternoons,
    and splitting the Quantity between them.

    Add Targetting

    Inventory basically means which Ad Unit or Ad Placement would you like your Line Item
    to show up in. Please do remember that if you use Ad Placements, that Ad Placement
    can point to one or more Ad Units.

    Custom Criteria is used in tagging your pages with specific attributes and targeting
    those attributes. For example, a Newspaper website might tag pages with "sports" and
    others with "politics". Custom Criteria would allow Line Items to target those specific pages.

    You can geotarget your visitors.

    You can target specific settings the user is using such as what type of connection
    (Bandwidth), what Browser they are using, what Operating System and language.

    User Domains allow you to set your Line Item to show only when they come from
    specific referrals. So you might want to create a Line Item that is shown to users only
    when they come to your website from Google for example.


    DFP Small Business offers several options for you to save.

    Saves in your current Order.

    Save As:
    Saves in a different Order.

    Check Inventory:
    Utilizes DFP Small Business Forecasting system to check if your Website has enough
    impressions to fulfill the Line Item. Please note that DFP Small Business uses the
    last 28 days of data from your website that it has been running to do the Forecasting
    system. If you are a new user, it will complain about lacking impressions ("not enough
    inventory"). This error is for reference only and can be ignored by overbooking it.

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