classroom training
DESCRIPTION
DoubleClick for Advertisers . Classroom Training. Version 22, March 11, 2011. 1. Introductions. Name and Title Company Name Do you have any Internet Advertising experience? Any previous DoubleClick product experience? . Welcome!. Agenda. Today’s lessons are organized into 4 units :. - PowerPoint PPT PresentationTRANSCRIPT
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11Google Confidential and Proprietary
Classroom TrainingDoubleClick for Advertisers
1
Version 22, March 11, 2011
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Introductions• Name and Title
• Company Name
• Do you have any Internet Advertising experience?
• Any previous DoubleClick product experience?
Welcome!
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Agenda
• Unit 1: Introduction
• Unit 2: Admin
• Unit 3: Trafficking
• Unit 4: Reporting
– Additional Training Resources– End-of-Day Review: Game or Quiz
Today’s lessons are organized into 4 units:
• Exercises follow most of the lessons in today’s class.
• Look for this icon on the Exercise slides.
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An introduction to DFA and ad serving
Unit 1: DoubleClick for Advertisers
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Lesson 1.1 Introduction
Lesson ObjectivesAt 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?
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Trafficker
Process Without a Third-Party Ad Serving Solution (I)
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Process Without a Third-Party Ad Serving Solution (II)
4 days 1 week 10 hoursCounting
Methodology ACounting
Methodology BCounting
Methodology C
Trafficker
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Process With a Third-Party Ad Serving Solution
Trafficker
Centralized •Management•Serving•Reporting•Optimization
DFA
<a href …..>
<img src…>
<a href …..>
<img src…>
<a href …..>
<img src…>
MediaPlanner
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The Media Planning Process
MediaVisorA media plan is
created in MediaVisor by the
Media Planner
DFAIn DFA, an
advertiser and a campaign are
created.
DFAIn DFA, the
trafficker creates sites,
placements, and ads.
DFAPlacements are
assigned and tags are sent to the websites.
Tags
An RFP is sent to sites
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1010Google Confidential and Proprietary
DFA Behind the Scenes
Let’s watch a video about DFA and third-party ad
serving.
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111111
DFA Elements: Hierarchy
DFA Account
Advertiser Floodlight tags
Creative Library
Advertiser
Creative Library
Floodlight tags
Campaign Campaign Campaign
PlacementPlacement
PlacementPlacement
PlacementPlacement
PlacementPlacement
PlacementPlacement
PlacementPlacement
Ad Ad Ad Ad Ad Ad Ad Ad Ad
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DFA Elements: Hierarchy
Awesome Advertising Agency
Movies that Rock, Inc. Floodlight tags
Creative Library
Local Tourism
Buildings Explode! Trucks also Explode! Stay-cation
Yahoo 728x90Yahoo 300x250
WSJ 728x90Google 300x250
Yahoo 728x90Yahoo 300x250
WSJ 728x90News 300x250
Travel 728x90Travel 300x250
Orbitz 300x250Sports 728x90
Steven300x250
Sly728x90
Trucks300x250
Wine Trail100x140
Nature728x90
Arnold728x90
Bruce 300x250
Vin300x250
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1313Google Confidential and Proprietary
DFA Behind the Scenes
Think about it.• What is the purpose of
DFA?
• What ultimately gets sent to the publisher(s)?
• Why might you target your creative?
Quiz
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
Assign Creatives
Generate & Export Tags
Reporting
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1414Google Confidential and Proprietary
Getting Started in DFA
Unit 2: Administration
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Lesson 2.1: Creating a Google Account
Lesson ObjectivesAt 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?
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DFAAdWordsAdSense
Google AnalyticsMediaVisor
• Once you have a DFA log in, you will need to create a Google Account.
Google Account
What is a Google Account?
• A Google Account operates as a single Google sign-in, allowing you access to various Google products.
Single Sign-OnGoogle Account
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Google Account 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
Assign Creatives
Generate & Export Tags
Reporting
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Lesson 2.2: Creating an Advertiser
Lesson ObjectivesAt 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?
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Creating an Advertiser
Advertiser
$$$$$$
Creatives
An advertiser is the company that buys ad space in a website and supplies creatives for ads.
728x90 ad slot
260x 260
ad slot
120x600 ad slot
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Advertisers Overview
In DFA, you create advertisers to traffic campaigns.
Floodlight
AdvertiserA DFA account must contain at least one advertiser.
Admin
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Creating Advertisers
Think about it. Why do I need to create an
advertiser?
How many advertisers do you need to create for your account?
Exercise
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
Assign Creatives
Generate & Export Tags
Reporting
Now we will practice creating an advertiser.
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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?
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Floodlight
Floodlight Tag Overview (I)
Advertiser
Admin
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DoubleClick captures all user activity on a web page containing
a Floodlight tag.
However only the activities that meet certain criteria are used for reporting
purposes.
Floodlight Tag Overview (II)
To report on a Floodlight activity, the activity must meet the following criteria:
• The user needs to have seen an ad served by DoubleClick.
• 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 Floodlight tag.
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Floodlight Tag Overview (III)
Home Page 728x90
www.beautifulgirl.com Confirmation Page
T h a n k y o u f o r y o u r p u r c h a s e !
• post-click activity: An action performed by a user on a web page containing a Floodlight tag after the user clicked on an ad served by DFA.
• post-impression activity: An action performed by a user in a web page containing a Floodlight tag after the user viewed an ad served by DFA.
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User lands on Advertiser’s web page
Floodlight Tag identifies user via Double Click COOKIE
Looks for most RECENT CLICK (with matching user cookie)
CLICK FOUND!
User counted as POST-CLICK (CLICK-THROUGH)
Campaign
Post-Click traffic assigned to appropriate...
Site
Placement
Creative
If NO click was found
Looks for most recent IMPRESSION (with matching user cookie)
User counted as POST-IMPRESSION (VIEW-THROUGH)
Impression found!Post-Imp traffic
assigned to appropriate...
Floodlight Process
Campaign Site Placement Creative
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Types of Floodlight Tags
There are two types of Floodlight tags:
•Counter tags•Sales tags With sales tags,
DoubleClick records 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.
sales tag: This Floodlight tag is used to record either the number of transactions or the number of items purchased by the user and the value of the sale.
If you use counter tags, DoubleClick records the number of times a user sees a web page.
www.ShopHere.com
Home Page 728x90
User 1
User 1User 1
T h a n k y o u f o r y o u r p u r c h a s e !
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There are three counter-tracking methods:
Counter-Tracking Methods
Counter-tracking methods control how long the activity of one user is recorded, and how that user is identified.
1. Standard: counts every request from a user, including repeated requests from the same user.
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.
Website120x600 ad slot
728x90 ad slot
260x 260
ad slotUser 1
For example, a user goes to a site 10 times, and each time, the user gets counted.
User 1User 1User 1User 1User 1User 1User 1User 1User 1
REPORT:10 impressions,
one user = 10
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.
User 1User 1User 1User 1User 1User 1User 1User 1User 1
User 1
REPORT:10 impressions,
one user = 1
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.
User 1
T h a n k y o u f o r y o u r p u r c h a s e !
REPORT:1 unique order ID or session,
one user = 1
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Activity Group
Floodlight Activities
Floodlight ActivitiesAdvertisers Tab
Counter Sales
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Custom Variables in Floodlight
Custom Variables
Floodlight Configuration
Advertisers Tab
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Floodlight Tags
Think about it.• What are the two types of
Floodlight tags?
• Which has a higher priority to the DoubleClick ad server: Post click or post impression?
Quiz
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
Assign Creatives
Generate & Export Tags
Reporting
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Lesson 2.4: Site Mapping
Lesson ObjectivesAt 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?
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Site Mapping
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.
What is Site Mapping?:
• “Site Mapping” means that sites in DFA need to be mapped to sites in Site Directory.
DFA
Site Directory
Why Do Sites Need to be Mapped?:
• Before any placements are trafficked, sites in DFA need to be mapped to sites in Site Directory.
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.
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Site Mapping
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Site Mapping
Think about it. Why do I need Site Mapping?
Why is Site Mapping important to trafficking a campaign?
Exercise
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
Assign Creatives
Generate & Export Tags
Reporting
Now we will practice mapping a site.
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3636Google Confidential and Proprietary
The trafficking workflow and elements of DFA
Unit 3: Trafficking in DFA
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Lesson 3.1:Creating a Campaign
Lesson ObjectivesAt 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?
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Campaigns OverviewThe Campaign holds information such as start/end dates and Landing Page URLs, and allows for centralized reporting.
Media Plan
Creatives Ads Traffic Sheet
Tags
Campaigns Start/End Dates
Landing Page Name and URL
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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 campaign level.
Campaign
www.newstoday.com
www.shopforever.com
www.chocolatecentral.com
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Creating Campaigns
Think about it. • What is included in a
campaign?
Exercise
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
Assign Creatives
Generate & Export Tags
Reporting
Now we will practice creating a campaign.
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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?
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Placements
Media Plan
Placements Overview
Creatives Ads Traffic Sheet
Tags
Campaigns Start/End Dates
Landing Page Name and URL
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Placements1. A Site in Your
DFA Account
3. The Creative Size
2. The Placement The physical location of the advertising slots to which ads are served. Home Page 728x90
Home Page
200 x 250
The Site
PlacementsHome Page
Creative Size
Home Page
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20 %Publisher Site
Normal Ad Request and Delivery
2 %
Publisher SiteDFP
Interstitial
DFP
Interstitial Request and Delivery
Ad Served
Ad RequestDFA
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Placement Groups Overview (I)
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.
Package – Is a media buy in which the publisher runs the same size placement across different channels of the publisher’s website.
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Placement Groups Overview (II)
Roadblock –Is a takeover of
an entire page with one advertiser.
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Placement Groups Overview (III)
Package
Roadblock
Placements are created separately and then assigned to Packages and Roadblocks.
Not all individual placements will report activity.
The user defines which placement is the actual “counter.”
Impressions will not be distributed evenly for individual placements.
The priority will be to deliver the promised impressions.
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Creating Placements
Think about it. Why would I use Package or
a Roadblock?
What is the difference between using an In-Page or Interstitial Placement?
Exercise
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
Assign Creatives
Generate & Export Tags
Reporting
Now we will practice creating a placement.
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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?
Lesson 3.3: Uploading Creatives
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Media Plan
Creatives
Creatives Overview
Ads Traffic Sheet
Tags
Campaigns Start/End Dates
Landing Page Name and URL
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AdDefault Creative
Campaign
Your Computer
Creative#2 160x600.gif Creative#1 728x90.gif
Placement: 160x600
Creatives are uploaded and managed in the Creatives tab of a Campaign.
Creative#2 728x90.gif
Creative#1 160x600.gif
Uploading Creatives
In DFA, you upload creatives by entering information about them into the system and uploading the creative file.
The first GIF of a particular size automatically becomes the default creative for the campaign.
A default ad automatically gets created.
You need one default GIF for each size per campaign.
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Types of Creatives
7. Interstitial Internal Redirect
2. Custom In-Page
4. Custom Interstitial
1. Image
8. Rich Media
9. Rich Media Interstitial
6. Internal Redirect
5. Redirect
3.Flash In-Page
10. Mobile
There are 10 types of creatives that you can use in your ads.
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Uploading an Image Creative
Think about it.• Name at least three main
types of creatives.
• Why would I use one type of creative as opposed to another?
Exercise
Now we will practice uploading an image creative.
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Creative Libraries in DFA
There are two Creative Libraries in DFA:
Campaign Level
Advertiser Level
You can activate and deactivate creatives at the Advertiser level.
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Flash In-Page Creative
• SWF
Flash In-Page creatives are creatives that allow for more animation and more user interaction than a GIF or JPEG.
Uploading a Flash In-Page Creative
•Backup GIF
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Components of aFlash In-Page Creative
Flash In-Page Creative
Compressed Flash File (SWF)
HTML Code
Backup GIF or JPEG Image File
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Uploading a Flash In-Page Creative
Think about it. What kind of creative may you
serve that would require you to choose a Flash In-Page creative type?
Exercise
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
Assign Creatives
Generate & Export Tags
Reporting
Now we will practice uploading a Flash In-Page creative using a template.
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Lesson 3.4: Creating Ads Lesson Objectives
At the end of this lesson, you will be able to answer:• What is an Ad in DFA?
• What are the Ad types in DFA?
• What are the steps to create a Standard Ad?
• What are the steps to add creatives to a Rotation Group?
• What are the steps to create a Click Tracker?
• How do I assign a placement to a Click Tracker?
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Media Plan
Ads Overview
AdsCreatives Traffic Sheet
Tags
Campaigns Start/End Dates
Landing Page Name and URL
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What Is an Ad?
Ad
TargetingAttributes
Delivery Dates
Dimension
Landing Pages
Creative
Every time you assign a creative to a placement, an Ad is automatically created.
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Standard Ads Campaign
Ad
Start and End Dates
Landing Page
The ad type that is autocreated when you assign a creative to a placement is called a “standard ad.”
You can also create standard ads manually.
You may need to manually create a new ad to use with preexisting creatives.
When an ad is auto-created, the start and end dates from your campaign and the campaign’s default Landing Page are applied.
Whether your ad is autocreated or you create it manually, a standard ad is a rotation of creatives.
When would you rotate creatives?
You would want to rotate your creatives if you wanted to display more than one creative in a placement.
Your Computer
Creative#2 728x90.gif
Placement: 160x600
Creative#2 160x600.gif Creative#1 728x90.gif
Creative#1 160x600.gif
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What Is a Default Ad?Campaign
Default Ad
The Purpose of a Default AdYou will have one default ad for each size of creative you have running in your campaign.
This default ad will show in the event that your standard ad(s) cannot serve.
Default Ad
Placement:
160x600
Creative160x600.gif
Placement: 728x90
Creative 728x90.gif
Why Might a Standard Ad Not Serve?• the ad is paused
• the ad is geo-targeted and the user falls outside of the geo-targeted region
• the ad’s start/end dates have passed
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Creating Standard Ads
Think about it.• When an ad is auto-created,
which components of the creative and the campaign make up the ad?
Exercise
Now we will practice creating a Standard Ad.
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Adding Creatives to a Rotation Group
Rotate your creatives when you want to display more than one creative in a placement.
Ads Tab
AdAssociate Creatives
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Adding Creatives to a Rotation Group
Think about it.• When would you
rotate creatives?
Exercise
Now we will practice adding creatives to a rotation group.
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Creating a Click Tracker
text linkslinks in emailsor other elements that
are hard-coded on a
website.
Click Tracker Ad
Click trackers are ads that are used to record the number of clicks on…..
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Creating Click Trackers
Think about it.• When would
you create a Click Tracker?
Exercise
Now we will practice creating a Click Tracker.
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Ads Tab
Click Tracker Placements
Assigning a Click Tracker to a Placement from the Ads Tab
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Assigning a Click Tracker to a Placement from the Ads Tab
Exercise
Now we will practice assigning a Click Tracker to a Placement from the Ads tab.
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
Assign Creatives
Generate & Export Tags
Reporting
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Lesson Objectives At the end of this lesson, you will be able to answer:
• Why do I assign creatives to placements?
• How do I assign creatives to placements?
• What gets created when a creative is assigned to a placement?
Lesson 3.5: Assigning a Creative to a Placement
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Placements
Media Plan
Creatives
Assignments Overview
Ads Traffic Sheet
Tags
Campaigns Start/End Dates
Landing Page Name and URL
StandardAd
DFA will automatically create a standard ad when you assign a creative to a placement.
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Assigning a Creative to a Placement
Think about it. What gets created when I
assign a creative to a placement?
Why do I assign creatives to placements?
Exercise
Now we will practice assigning a creative to a placement.
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
Assign Creatives
Generate & Export Tags
Reporting
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Lesson 3.6: Generating and Exporting Tags
Lesson Objectives At the end of this lesson, you will be able to answer:
• What are different types of HTML tags?
• Where can I generate site tags?
• What are the two ways to deliver tags to a site?
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Types of HTML Tags
There are many different types of
HTML tags
•Standard tags
See Documentation in the Help Center for descriptions of each type of tag.
•Iframes/JavaScript
•JavaScript Standard
•Internal redirect tags
•Click Tracker
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Media Plan
Tags Overview
TagsCreatives Traffic Sheet
Ads
Campaigns Start/End Dates
Landing Page Name and URL
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Generating HTML Tags
DFA automatically generates the HTML tags that sites implement to display your ad. DFA
ExcelHTMLText
Important: You must upload a GIF that can be used as a default creative before you can get your tags!
There are three file type options that you
can download or email. Tags
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DFA
Delivering HTML Tags to Sites There are two ways to deliver HTML tags to sites.
1. Use the DFA download function to download the tags in one of the three download options.
You can then attach the file to your own email and send it to the site.
2. Use the DFA email function to send an email (with the tags attached) to site traffickers.
You should cc yourself on the email. Excel
HTMLText
ExcelHTMLText
Email attached file to site using DFA
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HTML Tags
Exercise
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
Assign Creatives
Generate & Export Tags
Reporting
Think about it.• What are the different types
of HTML tags?
• Why would I want to use one type of tag over another?
Now we will practice emailing, downloading, and testing HTML tags.
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Traffic a Campaign on Your Own
Exercise
Now you will practice trafficking a campaign on your own.
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8080Google Confidential and Proprietary
Measuring the performance of your campaigns
Unit 4: Reporting in DFA
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Lesson 4.1: Reporting Overview Lesson Objectives
At the end of this lesson, you will be able to answer:
• How do I access reports in ReportCentral?
• What are the steps to create queries and generate reports in ReportCentral?
• If Floodlight is enabled for my account, how do I report on Floodlight activities?
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Reporting Overview
CampaignLevel
AdLevel
AdvertiserLevel
Reporting
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1. create detailed reports about ad serving performance.
What Are Some Features of ReportCentral?
2. create and schedule queries.
3. download reports in multiple formats.
4. campaign Floodlight activities are reported in ReportCentral.
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Navigating ReportCentral
ReportCentral has three tabs:
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2. Only runs a query when you manually click the Run button.
Scheduled vs. Manual Queries
There are two ways to run queries to generate data for your report:
1. Scheduled. This method runs a query on a set schedule that you create.
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File FormatsExamples of the four file formats for the same report:
CSV file format
XML format
HTML format
Excel format
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ReportCentral
Think about it.• Why do I need to run queries?
• If Floodlight is enabled for my account, how do I report on Floodlight activities?
Exercise
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
Assign Creatives
Generate & Export Tags
Reporting
Now we will practice running a query in ReportCentral.
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Lesson 4.2: Summarizing Data
Lesson Objectives At the end of this lesson, you will be able to answer:
• What is DFA Analytics?
• How is it different from ReportCentral?
• How do I access DFA Analytics?
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What Are Some Features of DFA Analytics?
1. DFA Analytics is a visualization tool:• Allows you to
make visual comparisons of a campaign's performance over time.
• Summarizes data in interactive graphs and charts.
2. Faster reporting:• Generates reports in
seconds.
3. Improved frequency:• Updates impression
and click data about every 3 hours.
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DFA Analytics Landing Page
DFA Analytics illustrates your performance data through charts, graphs, and lists.
DFA Analytics organizes your data by a hierarchy of layers, allowing you to drill down from a general to a more granular level and then back up again.
With DFA Analytics, you can report on non-targeted metrics such as:
• geo metrics across• Country
• DMA
• Zip Code
And • Browser
• Operating System
• Connection Speed
These options are not available through ReportCentral.
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DFA Analytics
Think about it.• Name a criteria on which
you can report in DFA Analytics.
• Name two differences between ReportCentral and DFA Analytics.
Quiz
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
Assign Creatives
Generate & Export Tags
Reporting
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Additional Training Resources
Help Center:
http://www.google.com/support/dfa/
Sign in to the DFA Help Center for searchable online help articles,
Knowledge Base topics, and answers to your support questions.
Through the Help Center, access registration to
webinar training. And access the
Learn Center to take online courses.
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The Learn CenterIn the DoubleClick Learn Center, you sign up for live Webinars and can access online training.
Learn by Task or Learn by Role
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Class: DFA FundamentalsInstructor: __________Location: __________