You are suggesting to your boss that you switch over to DoubleClick for Publishers (DFP ) as the companies new ad serving platform. Your boss wants to know about a few details of DoubleClick for Publishers before he decides to make the switch.
In this article I will take you through the key features why your boss will need to say yes to DoubleClick for Publishers small business.
1. Define your site’s ad inventory
With DFP you can define inventory at granular levels to match how you sell your site’s , web, mobile or app ad inventory. This allows you to expand your array of sales opportunities.
DFP also made is very simple to generate tags which you can place on your website to create a link between your site and DFP.
2. Precisely target your ads
With DoubleClick for Publishers you can control when, where and to whom you want to serve a specific ad on your website. How do you do this you ask?
It’s very simple, DFP has a very advanced set of tools that enables to to schedule your direct sold ads, you can set a frequency cap on each ad so that you can limit the amount of times the ads displays to the same user.
With DFP you have the option of setting up campaigns with various pricing models for ex. cost-per-thousand-impressions (CPM), cost-per-click (CPC), and cost-per-day (CPD).
DFP has advanced targeting built in which will allow you to serve ads to a user’s geography, bandwidth, browser, browser language, operating system, domain and if that is not enough you can set your ads to run only during specific hours or days.
DFP supports multiple format creative and it has a few built-in creative types to choose from, which makes it very easy for a campaign manager to upload creatives into DFP.
3. Selling and maximize revenue
There are 2 ways within DFP you can look how much inventory you have available to sell to your advertisers to avoid overbooking and underselling. Both ways are in real time.
With DFP you have the option of maximizing your revenue once you enable real-time competing between Google AdSense, third-party ad networks, and other non-guaranteed advertisers for any inventory on your website.
DFP Small Business will optimize your revenue by automatically selecting the highest paying ad.
4. Measure performance
DFP’s reporting tool is fast and flexible. It allows you to optimize campaign delivery and uncover new opportunities.
You have the option of running reports ad-hoc or you can even schedule reports on a daily, weekly or even monthly. That is not all, you can also share reports with internal stakeholders and advertisers.
It’s very easy to customize reports or if you are not sure how to use the reporting tool at first, there are built-in reports which you can make use of.
Feel confident in DFP Small Business’ ad impression measurement process, accredited by the MRC to be fully compliant with Interactive Advertising Bureau standards.
5. Lots more…
If the above doesn’t sell it to your boss, you can keep these last few points for lasts:
- You can serve video ads.
- You can serve ads on mobile web and apps.
- It’s free to use the system, yes that is correct, it’s free up to 90 million impressions monthly. If you think you will be serving more that 90 million impressions monthly you might need to upgrade to the premium version which opens up even more possibilities and opportunities.
- It’s powered, updated and supported by Google.
I’m sure your boss will love it if you tell him or her about all the advantages and if you need someone to come into your office to tell you more about the features or even help you getting it setup on your websites, you can contact me via my website.
