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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.
ATTENTION: Because of a the high demand on this tutorial I created a separate website for it with a much more detailed tutorial including lots ...

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

    ATTENTION:
    Because of a the high demand on this tutorial I created a separate website for it with a much more detailed tutorial including lots of screenshots.

    Visit: DFPTutorial.com - Understanding DFP Small Business

    I will link to new chapters of the tutorial here however I wont post the new chapters in this thread anymore to prevent duplicate content.


    Hello

    When I started using Google's DFP Small Business I first had some
    troubles to understand how it worked. To spare you the learning
    curve here is a step by step guide / tutorial on how to use DFP Small Business
    as AdServer to serve your Ads (including AdSense Ads) on your websites.

    Table of contents:


    Introduction into DFP Small Business

    First you need to register with DFP Small Business.
    Because you have a Google Account already it is as simple as logging
    in to DFP Small Business and linking your Google Account to DFP.

    After you have logged in you see three Tabs:

    1. Orders
    2. Inventory
    3. Reportings


    Orders

    In the orders tab there are two major categories:

    1. Orders
    2. Line Items

    Orders are the Advertisers that buy/bought Advertising on your site.
    For each new customer you can create a separate Order including
    contact details for the specific Advertiser.

    Each Order/Customer can contain as many Line Items as you like.
    Line Items are the campaigns the Advertiser wants to run on your site.
    Each Line Item/Campaign can contain as many Creatives (Ads/Banners)
    as you like.

    Bare with me, I'll explain everything later with an example.

    But before we can add Customers and Campaigns we have to add our
    Ad Inventory to DFP Small Business. So go to the Tab Inventory.

    Inventory

    In the Inventory Tab you have two options:

    1. Ad Units
    2. Placements


    Ad Units are the actual Ad Units on your website. For example the
    leaderboard below your header or the large rectangle within your
    articles.

    Placements are your booking options for your Ad Units. You can
    select a single Ad Unit as Placement or you can combine as many
    Ad Units as you like into one Placement. This is useful if you want
    to offer your Advertisers different options like a Run of site campaign
    that includes all your Ad Units or a more grained down approach
    with the Advertiser only targeting one individual Ad Unit of your site.
    Another example would be to combine all 'Above The Fold' Ad Units into
    one Placement.

    You don't need to set up Placements in order to run Ad Campaigns on
    your site but the more complex your Ad Inventory becomes the more
    useful Placements will be.

    Also you can make Placements available to AdWords Advertisers and
    offer them on your DoubleClick Ad Planner for sale. Both make your
    websites Ad inventory more visible to possible new Advertisers for
    placement targeting.

    For more information about DoubleClick Ad Planer read:
    Market your site with DoubleClick Ad Planner

    Reports

    I'll think you'll figure out the reports tab options on your own

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    Default How to setup Ad Units so that you can serve Ads via DFP Small Bus

    How to setup Ad Units so that you can serve Ads via DFP Small Business

    Ok now that we know what each option is let us set up your Ad Unit
    Inventory. Go to the Inventory Tab and select Ad Units on the left.
    Then click on '+ New Ad Unit".

    Give your Ad Unit a descriptive name so that you know where it is located
    exactly. The name can only contain letters, numbers, underscore and minus.
    No spaces allowed.

    As an example for a descriptive naming of Ad Units this is one Ad Unit I use:

    PatFra-LR-1P-Threads-First_Aid

    PatFra = Acronym for my website Patientenfragen.net
    LR = Large Rectangle
    1P-Threads = Ad is located inside the first post of a thread in my forum
    First_Aid = The Ad Unit only shows in my subforum with threads about "First Aid"

    This way you have all the important information about your Ad Unit combined
    in the Ad Unit name so you know exactly what kind of Ad Unit it is and where
    it is located.
    (I explained my naming strategy in more detail here: The Secret to using Channels)

    Now you can also enter a description for your Ad Unit.
    Then select the size of your Ad Unit e.g. 336x280px if it is a large rectangle.

    The target window option defines the behavior of the Ad after a user clicked on it.
    _top = the advertised website opens in the same window
    _blank = the advertised website opens in a new window

    Ok let's continue.
    Below the Target Window option you find the placement option.
    If you already have placements and want your Ad Unit to be part
    of one or more placements you can select them now.
    But don't worry, you can always add them later too.

    The next option is AdSense inventory settings.
    I explain how to use this Option for displaying AdSense on your website with DFP here (recommended version):
    How to set up Google AdSense using DFP Small Business build in AdSense option

    You can also set up AdSense as separate Line Items and Creatives which I explain here:
    How to setup Ad Units so that you can serve Ads via DFP Small Business

    Now click on save and you created your first Ad Unit.
    Continue to create as many Ad Units as you have on your website(s).

    After you have finished creating all Ad Units for your website you need
    to implement them into your website.

    Click on the Inventory Tab and then on Generate tags on the left

    Select all the Ad Units that appear on your website for which you want
    to implement the Ad Units. After you selected all Ad Units for your website
    click on Generate tags at the bottom.

    You then get a HTML implementation example where to put your DFP AdServer Tags
    into your websites HTML. There are two parts of code you need to implement.
    The first javascript part goes into your websites header and contains all the
    Ad Units and your Publisher ID for that page.

    The second part (Document body) are the actual Ad Units which you place into
    the spots of your Ad Units. Because of your descriptive naming for your
    Ad Units you know where to put each Ad Units javascript into your HTML Body.

    Now your website is set up to serve Ads via your new DFP Small Business AdServer.

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    Default How to setup a campaign for an Advertiser that booked Advertising

    How to setup a campaign for an Advertiser that booked Advertising on your website

    But wait, we don't have set up Ads yet so nothing is served right now.
    Let's go back to the Orders Tab which I explained above.

    To make it easier to explain how Orders and Line Items work I do this
    with an example:

    Let's say you have an electronics company that wants to Advertise on your site
    which is called 'ISellElectronics AG'

    So you create an Order called 'ISellElectronics AG' with the contact details
    for this Advertiser like the name of the person responsible and his email.

    ISellElectronics AG wants to run 2 different campaigns on your website.
    One campaign is about their '52" Flat screen TV' and the other campaign is
    about their "Deluxe Washing Machine".

    So you create 2 Line Items for this Advertiser. You do that by defining the first
    Line Item when creating the Order for ISellElectronics AG and the second Line Item
    by clicking on the newly created Order 'ISellElectronics AG' and then click on
    '+ New Line Item'.

    The names for our Example Line Items are:


    • 52" Flat screen TV
    • Deluxe Washing Machine



    For each campaign the Advertiser provided you with Banners (Image, Flash, HTML, etc.)
    of different sizes for your different Ad Units (depending on where the Advertiser wants
    its Ads to show in your Inventory).

    If you click on Inventory sizes below the Line Item Name you get a drop down with
    all available sizes for Ad Units in your inventory. Select the appropriate sizes that
    match the campaign the Advertiser wants to run on your site.

    Below you'll find the Settings for this campaign. You can find a detailed explanation of
    the Line Item settings here: DFP Small Business Line Item Settings Explained

    Under the option Ad Targeting you can now select the Ad Units or Placements on which
    you want to display the Ads from this campaign. Because of the Ad Sizes you defined
    above you will only see Ad Units with the specified Ad Size to chose from.

    After you have selected all the Ad Units you want the Ad to display in click on Save and
    you have set up your Line Item/Campaign for this Advertiser.

    What you need to do now is to add Creatives (the actual advertising banners) to your
    Line Items. You do that by selecting the Line Item you just created and then click on
    'Add Creatives'.
    In the drop down select the Ad Size for which you want to add a new Creative and click
    on "new creative" and chose which kind of creative you want to add.

    Let's say you got banner images (jpg files) from your Advertiser so you select Image.

    Select the image from your hard drive by clicking on browse, give it a descriptive name
    e.g. 'Flat screen TV Leaderboard', define the target URL your Advertiser provided you
    with for this campaign and click on Save.

    You now created your first Creative that will be served according to your Line Item
    specifications. It can take up to 30 Minutes before a creative is going to be delivered
    after you have created it so be patient.

    Repeat the process for all Creatives you got for the Advertisers campaigns and you are done.
    Now DFP Small Business is serving your first Ads on your websites.

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    Default How to set up Google AdSense using DFP Small Business

    How to set up Google AdSense using DFP Small Business

    UPDATE: This post is the old way of setting up AdSense with DFP. I no longer recommend this approach because the old limitation of styling and adding AdSense Custom channels no longer exist. You can follow this guide if you want but the new method is easier.
    Read: How to set up Google AdSense using DFP Small Business build in AdSense option
    You only need to follow this approach if you want to run Split Tests for specific Ad Units.
    Create a new Order and name it like "YourWebsite - Google AdSense"
    Now click on Company > Add a new company
    As Name use 'Google AdSense' and as Type select 'Ad Network' and click save.

    Now create a Line Item for each Ad Unit you have on your website.
    Here it is important to create a separate Line Item for each Ad Unit
    which serves an AdSense Ad Unit that has its own unique channel.
    Check your AdSense Ad Units which Line Items you need to create.

    For more information on AdSense Channels read this:
    Different strategies to use AdSense Channels

    Name the Line Item to describe the placement on your website and
    define the Inventory Size for this Line Item like we did above in the example.

    Now to the settings.

    For Type select 'Network', for Start Time select 'immediately' and for End Time select 'Unlimited'.
    For Rotate creatives select 'Evenly' and leave the rest of the settings as they are.

    Now select the Ad Unit you want this Line Item to be served on and click save.

    Repeat this step for each of your AdSense Ad Units that you track with a separate channel
    so that you have a separate Line Item for each AdSense Ad Unit.

    Now select the first Line Item you just created, click on Add Creatives and select 'Third party »'
    Switch to your AdSense Account and get the Code for the AdSense Ad Unit that you want to display in this Line Item and past the code into the Code snippet box.
    DFP will recognize AdSense code.
    Give it a descriptive Name and click Save.
    Now DFP is telling you that this Order has not yet been approved which means
    it will not be delivered until you do. Approve it by clicking on the 'Approve" Button.

    Repeat the above step of adding your AdSense Code to each Line Item you just created
    until all Line Items have their AdSense Code as Creative assigned to them.

    After you added a new Creative to a Line Item the status of the creative says 'Ready'.
    It can take up to 60 Minutes before a creative starts to be delivered. Once it starts
    the Status will change to 'Delivering'.

    Now your AdSense Ads are delivered on your websites via DFP Small Business.

    If you are serving AdSense via DFP Small Business please read this:
    Using DFP Small Business for opening AdSense in a new window

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    Default How to run Split Tests with DFP Small Business

    How to run Split Tests with DFP Small Business

    If you are using the build in AdSense Feature of DFP like I described here:
    How to set up DFP Small Business for serving Ads on your sites
    then you need to create a new Order, a line item and set up AdSense as creatives if you want to be able to run a split test. Read my old approach on how to display AdSense with DFP Small Business here: How to set up Google AdSense using DFP Small Business

    With DFP you can easily run tests like a 50:50 Split test to see which Ad performs best for your website.

    I for one did several split test just this week.

    I ran Large Rectangles inside my first posts of each thread of my forums and I wanted to
    see if a medium rectangle performs better. I first created a new AdSense Channel for the medium rectangle to track the results and a medium rectangle AdSense Ad Unit to which I assigned the newly created AdSense Channel. Then I created a second creative for my medium rectangle inside the Line Item which serves the Ads inside my first posts.
    So now this Line Item contains 2 creatives, one for my large rectangle and one for my medium rectangle. Both creatives are served evenly (Line Item Setting: Rotate creatives > Evenly) which means in a 50:50 manner (that is why it is called a 50:50 Split Test).

    Now you let both Ads run for let's say 4-7days and then compare their performance
    in your AdSense Reports interface by comparing both channels of the Ads.
    If you see that one Ad Unit outperforms the other Ad Unit simply disable displaying the
    corresponding creative in DFP and you just increased your income for that Ad Spot.

    Do this with all changes and over time you will optimize your Ad Inventory to maximize
    your revenue.

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    Default

    If you have any questions regarding this tutorial or
    DFP Small Business in general feel free to ask them here.

    Of course feedback is also very welcome

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    Default

    Hi,

    It has taken me a few days to understand the basics of working with DFP, your writings helped me a lot.

    Although I'm not sure DFP will be of great help for my site I decided to give this a good go, thinking that if it won´t help it certainly won´t hurt.

    One thing I found of great help is the mass upload using CSV sheets. As I am using many different ad units being able to upload those through CSVs cut down work.

    Nevertheless, a lot of work needs to be done adding Line Items, creatives and editing my sites files. I have not finished all of that yet, over the next couple of days it'll be done.

    I´m not even sure if there's much use in using all those individual units, for my small site I could as well use three different units instead of nearly 200. But I figure it won´t hurt to do all this as it'll help me get a lot better insight in what exactly is going on on my site. I plan to monitor all individual units for at least three months and then see if I can draw any helpful conclusions when it comes to optimization.

    One very nice thing I achieved already is the fact that I can confirm that roughly an hour after starting to work on DFP the icon that indicates ads open in a new window appeared in all of my units. And I haven´t even started serving ads through DFP!

    All I did was setting the target window to blank for all my uploaded units.

    Even if this is going to be my biggest benefit from using DFP I consider all the work worth my while as I believe this new behavior will be good for my site.

    But I'm pretty sure there´ll more benefits for me. We'll see.

    Greetings.

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    Default

    Quote Originally Posted by Dogs and things View Post
    One very nice thing I achieved already is the fact that I can confirm that roughly an hour after starting to work on DFP the icon that indicates ads open in a new window appeared in all of my units. And I haven´t even started serving ads through DFP!

    All I did was setting the target window to blank for all my uploaded units.
    Very nice. Even though I did not watch it carefully and noticed it a few days later,
    I think the same thing happened on my websites. I'll be very interested to hear if
    other Publishers noticed the same.

  9. #9
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    Have you, or anyone else, noticed that the leaderboard and large rectangle served through DFP are showing the old format for text ads?

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    I don't serve leaderboards but the large rectangle is still the new format.

    I don't use the build in AdSense option of DFP because it has very limited
    functionality. I serve my AdSense AD Units with DFP as Third Party Ads
    so they should not change at all.

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