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Classroom Training

Classroom Training

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Classroom Training

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  1. DoubleClick for Advertisers • Classroom Training • Version 22, March 11, 2011 1

  2. Introductions • Name and Title • Company Name • Do you have any Internet Advertising experience? • Any previous DoubleClick product experience? Welcome!

  3. Agenda Today’s lessons are organized into 4 units: • Unit 1: Introduction • Unit 2: Admin • Unit 3: Trafficking • Unit 4: Reporting • Additional Training Resources • End-of-Day Review: Game or Quiz • Exercises follow most of the lessons in today’s class. • Look for this icon on the Exercise slides.

  4. Unit 1:DoubleClick for Advertisers An introduction to DFA and ad serving

  5. Lesson 1.1Introduction • Lesson Objectives • At the end of this lesson, you will be able to answer: • What is the ad serving process? • How does DFA work as a third-party ad serving solution? • What is my workflow? • What is the media planning process?

  6. Process Without a Third-Party Ad Serving Solution (I) Trafficker

  7. Process Without a Third-Party Ad Serving Solution (II) Trafficker Counting Methodology A Counting Methodology C Counting Methodology B 4 days 1 week 10 hours

  8. Process With a Third-Party Ad Serving Solution Trafficker DFA <a href …..> <img src…> Centralized • Management • Serving • Reporting • Optimization <a href …..> <img src…> Media Planner <a href …..> <img src…> 8

  9. The Media Planning Process DFA Placements are assigned and tags are sent to the websites. DFA In DFA, the trafficker creates sites, placements, and ads. DFA In DFA, an advertiser and a campaign are created. Tags MediaVisor A media plan is created in MediaVisor by the Media Planner An RFP is sent to sites

  10. DFA Behind the Scenes Let’s watch a video about DFA and third-party ad serving.

  11. DFA Elements: Hierarchy DFA Account Advertiser Floodlight tags Creative Library Advertiser Floodlight tags Campaign Campaign Campaign Placement Placement Placement Creative Library Placement Placement Placement Placement Placement Placement Placement Placement Placement Ad Ad Ad Ad Ad Ad Ad Ad Ad 11 11

  12. DFA Elements: Hierarchy Awesome Advertising Agency Movies that Rock, Inc. Floodlight tags Local Tourism Creative Library Stay-cation Buildings Explode! Trucks also Explode! Yahoo 728x90 Travel 728x90 Yahoo 728x90 Yahoo 300x250 Travel 300x250 Yahoo 300x250 Orbitz 300x250 WSJ 728x90 WSJ 728x90 Google 300x250 News 300x250 Sports 728x90 Vin 300x250 Arnold 728x90 Steven 300x250 Wine Trail 100x140 Bruce 300x250 Sly 728x90 Nature 728x90 Trucks 300x250 12 12

  13. DFA Behind the Scenes • Where Are We? • Checkpoint • Admin • Create a Google Account • Create an Advertiser • Floodlight • Site Mapping • Trafficking • Create a Campaign • Create a Placement • Upload Creatives • Ads • AssignCreatives • Generate & Export Tags • Reporting Quiz • Think about it. • What is the purpose of DFA? • What ultimately gets sent to the publisher(s)? • Why might you target your creative?

  14. Unit 2:Administration Getting Started in DFA

  15. Lesson 2.1: Creating a Google Account Lesson Objectives At the end of this lesson, you will be able to answer: • What is a Google Account? • Why do I need to create a Google Account? • How do I create a Google Account?

  16. Google Account • What is a Google Account? • A Google Account operates as a single Google sign-in, allowing you access to various Google products. DFA AdWords AdSense Google Analytics MediaVisor Google Account Single Sign-On • Once you have a DFA log in, you will need to create a Google Account.

  17. Where Are We? • Checkpoint • Admin • Create a Google Account • Create an Advertiser • Floodlight • Site Mapping • Trafficking • Create a Campaign • Create a Placement • Upload Creatives • Ads • AssignCreatives • Generate & Export Tags • Reporting Google Account

  18. Lesson 2.2: Creating an Advertiser • Lesson Objectives • At the end of this lesson, you will be able to answer: • What are the steps to create an advertiser? • How do I set the general properties of an advertiser?

  19. Creating an Advertiser An advertiser is the company that buys ad space in a website and supplies creatives for ads. $$$$$$ Creatives 728x90 ad slot Advertiser 260x 260 ad slot 120x600 ad slot

  20. Advertisers Overview In DFA, you create advertisers to traffic campaigns. Admin A DFA account must contain at least one advertiser. Advertiser Floodlight

  21. Where Are We? • Checkpoint • Admin • Create a Google Account • Create an Advertiser • Floodlight • Site Mapping • Trafficking • Create a Campaign • Create a Placement • Upload Creatives • Ads • AssignCreatives • Generate & Export Tags • Reporting Creating Advertisers Exercise • Think about it. • Why do I need to create an advertiser? • How many advertisers do you need to create for your account? Now we will practice creating an advertiser.

  22. Lesson 2.3: Floodlight Lesson Objectives At the end of this lesson, you will be able to answer: • How do I create Floodlight tags? • How do I access and send Floodlight tags? • How do I modify Floodlight tags?

  23. Floodlight Tag Overview (I) Admin Advertiser Floodlight

  24. Floodlight Tag Overview (II) • The user needs to have seen an ad served by DoubleClick. DoubleClickcaptures all user activity on a web page containing a Floodlighttag. However only the activities that meet certain criteria are used for reporting purposes. To report on a Floodlightactivity, the activity must meet the following criteria: • Then, the user needs to have gone to the advertiser’s site within a set timeframe. • The user needs to have performed an activity on a page containing a Floodlighttag.

  25. Floodlight Tag Overview (III) • post-click activity: An action performed by a user on a web page containing a Floodlighttag after the user clicked on an ad served by DFA. www.beautifulgirl.com Confirmation Page • post-impression activity: An action performed by a user in a web page containing a Floodlighttag after the user viewed an ad served by DFA. Home Page 728x90 Thank you for your purchase!

  26. Floodlight Process Post-Click traffic assigned to appropriate... CLICK FOUND! Looks for most RECENT CLICK (with matching user cookie) Floodlight Tag identifies user via Double Click COOKIE Campaign User counted as POST-CLICK(CLICK-THROUGH) User lands on Advertiser’s web page Site Placement If NO click was found Creative Looks for most recent IMPRESSION (with matching user cookie) Impression found! User counted as POST-IMPRESSION (VIEW-THROUGH) Post-Imp traffic assigned to appropriate... Campaign Creative Site Placement

  27. Types of Floodlight Tags sales tag: This Floodlight tag is used torecord either the number of transactions or the number of items purchased by the user and the value of the sale. counter tag: This Floodlight tag is used to record the number of times a user sees a web page. There are two types of Floodlighttags: • Counter tags • Sales tags www.ShopHere.com Home Page 728x90 If you use counter tags, DoubleClickrecords the number of times a user sees a web page. With sales tags, DoubleClickrecords either the number of transactions or the number of items purchased by the user, and the value of the sale. Thank you for your purchase! User 1 User 1 User 1

  28. Website 728x90 ad slot 260x 260 ad slot 120x600 ad slot Counter-Tracking Methods 2. Unique: counts requests from a user and removes all duplicate requests from the same user within a 24-hour period (measured from midnight to midnight Eastern Time). 3. Per Session:removes requests from a user when an ID (such as an order ID or session ID) is the same within a 24-hour period. 1. Standard: counts every request from a user, including repeated requests from the same user. Counter-tracking methods control how long the activity of one user is recorded, and how that user is identified. User 1 User 1 User 1 User 1 User 1 User 1 User 1 User 1 User 1 User 1 User 1 User 1 User 1 Thank you for your purchase! User 1 User 1 User 1 User 1 User 1 User 1 User 1 User 1 For example, even though a user may return 10 times to a site, only one visit will be reported. The reason why only one visit is reported is because only the first visit in 24 hours is considered "unique." All subsequent visits in 24 hours are disregarded. For example, a user goes to a site 10 times, and each time, the user gets counted. For example, a user returned to a site and bought something, or had a session. If it is a unique order ID or session, then the user is counted again. There are three counter-tracking methods: REPORT: 1 unique order ID or session, one user = 1 • REPORT: • impressions, • one user = 1 • REPORT: • impressions, • one user = 10

  29. Floodlight Activities Advertisers Tab Floodlight Activities Activity Group Counter Sales

  30. Custom Variables in Floodlight Advertisers Tab Floodlight Configuration Custom Variables

  31. Floodlight Tags • Where Are We? • Checkpoint • Admin • Create a Google Account • Create an Advertiser • Floodlight • Site Mapping • Trafficking • Create a Campaign • Create a Placement • Upload Creatives • Ads • AssignCreatives • Generate & Export Tags • Reporting Quiz • Think about it. • What are the two types of Floodlight tags? • Which has a higher priority to the DoubleClickad server: Post click or post impression?

  32. Lesson 2.4: Site Mapping • Lesson Objectives • At the end of this lesson, you will be able to answer: • What is Site Mapping? • Why do I need Site Mapping? • Where do I map a site? • How do I map a site?

  33. Site Mapping DFA • Why Is Site Mapping Important?: • Mapping provides seamless integration of historical and new campaign site naming conventions in ReportCentral. • Mapping is critical for clients who are creating new Floodlight tags in DFA. If the mapping is not done, the Floodlight pixel will not fire. • Why Do Sites Need to be Mapped?: • Because some ad serving properties are unique to each client, site mapping for each Account needs to occur. • Why Do Sites Need to be Mapped?: • Before any placements are trafficked, sites in DFA need to be mapped to sites in Site Directory. • What is Site Mapping?: • “Site Mapping” means that sites in DFA need to be mapped to sites in Site Directory. Site Directory

  34. Site Mapping

  35. Site Mapping • Where Are We? • Checkpoint • Admin • Create a Google Account • Create an Advertiser • Floodlight • Site Mapping • Trafficking • Create a Campaign • Create a Placement • Upload Creatives • Ads • AssignCreatives • Generate & Export Tags • Reporting Exercise • Think about it. • Why do I need Site Mapping? • Why is Site Mapping important to trafficking a campaign? Now we will practice mapping a site.

  36. Unit 3:Trafficking in DFA The trafficking workflow and elements of DFA

  37. Lesson 3.1: Creating a Campaign • Lesson Objectives At the end of this lesson, you will be able to answer: • What are the steps to create a campaign? • How do I set the general properties of a campaign?

  38. Campaigns Overview The Campaign holds information such as start/end dates and Landing Page URLs, and allows for centralized reporting. • Campaigns • Start/End Dates • Landing Page Name and URL Media Plan Creatives Ads Traffic Sheet Tags

  39. Landing Pages The “Landing Page” name is the name of your advertiser’s site. All of your Landing Page URLs will be created at the campaignlevel. Campaign www.newstoday.com www.shopforever.com www.chocolatecentral.com

  40. Where Are We? • Checkpoint • Admin • Create a Google Account • Create an Advertiser • Floodlight • Site Mapping • Trafficking • Create a Campaign • Create a Placement • Upload Creatives • Ads • AssignCreatives • Generate & Export Tags • Reporting Creating Campaigns Exercise • Think about it. • What is included in a campaign? Now we will practice creating a campaign.

  41. Lesson 3.2: Creating Placements Lesson Objectives At the end of this lesson, you will be able to answer: • What are the steps to create a Placement? • How do I assign general properties to a Placement? • How do I assign pricing and tagging properties to a Placement? • What are the two types of Placement groups?

  42. Placements Overview • Campaigns • Start/End Dates • Landing Page Name and URL Media Plan Creatives Ads Traffic Sheet Tags Placements

  43. Placements • A Site in Your DFA Account The Site 2. The Placement The physical location of the advertising slots to which ads are served. Placements Home Page Home Page Home Page 728x90 3. The Creative Size Home Page 200 x 250 Creative Size

  44. Interstitial Requestand Delivery Normal Ad Request and Delivery Publisher Site DFP Publisher Site 20 % DFA DFP Ad Request Interstitial Ad Served 2 %

  45. Placement Groups Overview (I) Package – Is a media buy in which the publisher runs the same size placement across different channels of the publisher’s website. Two types: 2. Roadblock– same as Package, BUT all placements in a Roadblock appear together (single page or group of pages). 1. Package– a group of placements where pricing and reporting need to be rolled-up.

  46. Placement Groups Overview (II) Roadblock– Is a takeover of an entire page with one advertiser.

  47. Placement Groups Overview (III) Placements are created separately and then assigned to Packages and Roadblocks. Impressions will not be distributed evenly for individual placements. The priority will be to deliver the promised impressions. Package Roadblock Not all individual placements will report activity. The user defines which placement is the actual “counter.”

  48. Where Are We? • Checkpoint • Admin • Create a Google Account • Create an Advertiser • Floodlight • Site Mapping • Trafficking • Create a Campaign • Create a Placement • Upload Creatives • Ads • AssignCreatives • Generate & Export Tags • Reporting Creating Placements Exercise • Think about it. • Why would I use Package or a Roadblock? • What is the difference between using an In-Page or Interstitial Placement? Now we will practice creating a placement.

  49. Lesson 3.3: Uploading Creatives Lesson Objectives At the end of this lesson, you will be able to answer: • What are the types of creatives? • How do I upload an image creative? • What are the components of a Custom In-Page creative? • How do I upload a Custom In-Page creative?

  50. Creatives Overview • Campaigns • Start/End Dates • Landing Page Name and URL Media Plan Creatives Ads Traffic Sheet Tags