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

**Dogs and things** · 12-13-10, 21:44

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?

**StarBuG** · 12-14-10, 00:54

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.

**Dogs and things** · 12-14-10, 01:13

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.

Greetings.

**Dogs and things** · 12-14-10, 09:28

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 don´t 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.

**Dogs and things** · 12-16-10, 16:23

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

**StarBuG** · 12-16-10, 20:34

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
rectangle

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

**Dogs and things** · 12-16-10, 21:33

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

I'll go and do some testing...

**LenBackus** · 12-26-10, 22:32

How would one set up a cascade with DFP?

**StarBuG** · 12-27-10, 09:43

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:

Deliver impressions option "As fast as possible".
House priority
Javascript
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:

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).
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">');
document.write('GA_googleFillSlot("Cascade_2_300x250");');
document.write('<\/scr'+'ipt>');
</script>

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.

**StarBuG** · 12-27-10, 10:18

DFP Small Business Line Item Settings Explained

Basic Information

Name:
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.

Settings

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.

Geography:
You can geotarget your visitors.

Browsing:
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.

Saving

DFP Small Business offers several options for you to save.

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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