Google DoubleClick for Publishers (DFP) now known as Google Ad Manager is an ad server that can take your ad monetization to the next level. If you’re a publisher with more than a million page views and use AdSense to run ads, then it’s time for you to sign up for Google Ad Manager (Google DFP).
Google offers ad server in two variants – Google DFP for Small Business (completely free) and Google DFP Premium. Here’s a detailed guide to set up Google DFP for Small Business.
Sidenote: If you need to know the basics and terminologies involved, you can refer the part I of our post here. Also, we’ll be using Google DFP and Google Ad Manager interchangeably throughout the post.
How to Set up Google DFP for Small Business?
If you already have an account with AdSense, you can directly create an account in Google DFP account. However, if you don’t have one, then create an AdSense account. You cannot sign-in to Google DFP without having an AdSense account. Once you’re done with AdSense, you can sign in and set up Google DFP.
Step 1 – Create Ad Units
First and foremost, you need to create ad units. To create and set-up ad units, follow the steps:
- Go to Inventory > New ad unit > One level below “Network”. An ad unit can be created at a parent-level or lower level (under parent-level). If you click one level below “Network”, it’s a child unit – created under an ad unit. If you want to create a parent unit, you can go with “current level“
- Then, enter a Code E.g. adserver_tech. This code is used to identify the ad unit in the associated ad tag (present in the source code of the site) and cannot be changed once saved. While you debug/troubleshoot, you rely on the code to recognize the ad unit.
- Enter a name (E.g. sitename_adsize_placement) and add a few lines about the ad unit in the description. Apparently, this will help you identify the unit on the Google Ad Manager interface.
- Select the size of the ad unit from the drop-down menu (Size). You can select more than one size (for example, 300×250, 728×90, and 336×280). Need help to pick up the sizes, then take a look at the best ad unit sizes guide.
- From the Target window drop-down menu and choose one of the options i.e. Top or Blank. If you select Top, the landing page associated with the ad will be opened in the current tab when a visitor clicks the ad. If you want to open the landing page in a new tab, then select Blank (suggested).
- The placement option is optional and can be skipped for now (If you’ve already created placements, you can add this ad unit to any of those placements. What are placements? If you want to group a number of ad units together for targeting, you can create placements).
- Then, there is Ad unit frequency cape that limits the number of times a user is served certain ads.
- You have an option to refresh ads – with the help of a refresh rate. You can go anywhere between 30 and 120 seconds.
- Then, click Save.
Just like this, you can create as many ad units as you want.
Step 2 – Create New Order
Then, the next step is to set-up an ad campaign. This is how it’s done:
- Click Order > New order. Enter the name of the advertiser, for example, Amazon Adv.
- In the Company block, click Add a new company. Enter the name the same as that you filled in the name of the advertiser. And select one option out of three – Advertiser, Ad Network, and House Advertiser.
- Then, click Save.
- Fill your email address in the Trafficker space.
Step 3 – Create New Line Item
Follow the below steps to create a new Line Item:
- Click Order > New line item. Enter the Name of the line item, for example, Amazon Alexa.
- In the Inventory sizes, add the sizes of line items i.e. 336×280, 728×90, 468×90, and so on. You can add more than one size here.
- Now, it’s time to configure Settings and Adjust Delivery.
Before making any changes in the Settings, it’s important to understand the terms involved in this section because these two sections define the delivery of ads on the website.
Google DFP enables publishers to prioritize the order of delivery of Line Items. Basically, Line Items are divided into three types on the basis of their priority of delivery.
- Ad network and ad exchange.
These three are further sub-divided into the following categories:
- Sponsorship – Used for direct-sold campaigns where % of impressions and a start and end date are pre-defined. Select this when a buyer wants to “takeover” your webpage or the complete website. Line items of Sponsorship type usually have the highest priority over other items.
- Standard – Used for direct-sold campaigns where impression goal and a start and end date are pre-defined. Unlike Sponsorship priority, select this when a buyer wants a specific number of impressions.
- AdSense – If you want to place ads and give preference to AdSense inventories, then select this option. Here, AdSense ads will be served first and then others.
- Ad Exchange – Similar to that of AdSense priority, this gives preference to Google Ad Exchange ads.
- Network – Select this when you have an ad network with no impression goals. It is suggested to use Network priority when you want to display several line items evenly.
- Bulk – Select this when you’re selling inventories in bulk and your buying partners aren’t sure of delivery timelines.
- Price priority – Use this when you want to fill your remnant inventories with the highest-paying Line Item.
- House – House priority is the one with the lowest priority. Use this when no ad-buyer (ad network, ad exchange, etc.) is able to serve an ad. This can be typically used to promote your own products or services. When no ad network or ad exchange delivers an ad, then this enables the server to return an in-house ad of the publisher.
*If a publisher has multiple line items with different priorities, then Google DFP prioritize them in the following order –
Sponsorship > Standard > Network > Bulk > Price Priority > House
So, coming back to Settings, select the priority you want from the drop-down menu Type. Enter the Start time and End time to deliver ads across a day. Then, specify the Goal % of remnant impressions which is usually meant to determine the number of impressions that line item should serve ideally.
Next to Settings is Adjust Delivery. This section is optional and used to modify ad delivery timelines.
After entering the ad delivery specifications, move to the Add Targeting (Below to the Settings option)
Note: If you’re creating a new Line Item, you’ll have to Approve it. Otherwise, ads will not be served. To do that, Go to Order > New Line Item > Approve. That’s it.
Step 4 – Add Targeting
This section is used to display ads based on certain targeting options. In Google DFP, follow the steps to add targeting to your line items:
- Click Inventory. Include the ad inventories where you want to display targeted ads (This where you select the ad units and/or placements you created in the first step. If a user loads the page, the ad unit gets called and then the unit will trigger the associated line items). And then Save.
- Then, click Geography and enter the locations where you want to display the ads.
- Click the User Domains. It is used to target the users coming from specific websites. For example – when you want to target visitors coming to your website from another website abc.site, then you can add this referral website link in the User Domains.
- Below to the User Domains, there is a Browsing option which is used to target visitors on the basis of their browsing details i.e. browser they are using or their operating system, etc.
Note: With Custom Criteria, you can target specific attributes since this option enables additional targeting options e.g. tagging web pages to specific attributes and then targeting them.
Step 5 – Define Ad Creative
Now you have to add ad creatives. To do this, go to the Creative tab in the left side menu bar and select the Add Creative. Then,
- Click on Add creative.
- Select advertiser by searching for the name. Go to the Image file and upload an image that is going to be displayed in the ad slot*.
- Enter the name of Line Item and the advertiser’s URL in the Click-through URL field.
- Then, select the Target ad unit size from the drop-down menu. And Save.
*This applies when you are running direct deals with advertisers from whom you can get the ad creatives. If you’re running programmatic ads, you need to include a third-party ad creative in the place of the image file. So, instead of selecting the upload image option, you are required to go with “third-party tag”.
Once you’ve added creatives, you are required to associate it with line items. It can be done by navigating to line item creation tab (refer step 3).
That’s it. Next to it is the last step – Generate ad tags. Let’s see how to do that.
Step 6 – Generate Ad Tags
After creating ad units, the next and final step is to generate ad tags and add those tags to your website’s code. This is how you can generate ad tags:
- Click Inventory > Generate tags. Then, select the ad units for which you want to create ad tags. After selecting all the ad units, click Generate tags at the bottom.
- Then, go to the Tag type drop-down menu and select one – Google Ad Manager Tag, Google Publisher Tag (Asynchronous), and Google Publisher Tag (Synchronous).
- Tick the Enable Single Request. This is optional. You can skip it.
- Then, copy the generated tag (in the Document header) for the header and paste it to the header code of your website. This tag contains Publisher ID and all ad units for that particular page.
- After doing this, copy the tags generated (in the Document body) and paste it below <body> tag in your website’s source code.
Once the aforementioned steps are done, the ad server is ready to serve ads on your website.
In this post, we’ve seen how to set up Google DFP and run ads. But your job isn’t done here. Google Ad Manager setup is the basic, you can utilize passback tags and advanced techniques like header bidding to take complete advantage of your ad server. Whatever we’ve followed applies to all the campaigns you’ll create in the near future – you just need to change the priority, targeting, etc. to ensure proper delivery. Have more questions? Let us know in the comments. Need personalized recommendations or setup assistance, we’re a click away.