Classroom Training

11Google Confidential and Proprietary

Classroom Training

DoubleClick for Advertisers

1

Version 22, March 11, 2011

2

Introductions

• Name and Title

• Company Name

• Do you have any Internet Advertising experience?

• Any previous DoubleClick product experience?

Welcome!

3

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.

An introduction to DFA and ad serving

Unit 1: DoubleClick for Advertisers

5

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?

6

Trafficker

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

7

Process Without a Third-Party Ad Serving Solution (II)

4 days 1 week 10 hours

Counting Methodology A

Counting Methodology B

Counting Methodology C

Trafficker

8

8

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

9

The Media Planning Process

MediaVisor

A media plan is created in

MediaVisor by the Media Planner

DFA

In DFA, an advertiser and a

campaign are created.

DFA

In DFA, the trafficker creates

sites, placements, and

ads.

DFA

Placements are assigned and

tags are sent to the websites.

Tags

An RFP is sent to sites


DFA Behind the Scenes

Let’s watch a video about DFA and third-party ad

serving.

111111

DFA Elements: Hierarchy

DFA Account

Advertiser Floodlight tags

Creative Library

Advertiser

Creative Library

Floodlight tags

Campaign Campaign Campaign

Placement

Placement

Placement

Placement

Placement

Placement

Placement

Placement

Placement

Placement

Placement

Placement

Ad Ad Ad Ad Ad Ad Ad Ad Ad

12

1212

DFA Elements: Hierarchy

Awesome Advertising Agency

Movies that Rock, Inc. Floodlight tags

Creative Library

Local Tourism

Buildings Explode! Trucks also Explode! Stay-cation

Yahoo 728x90

Yahoo 300x250

WSJ 728x90

Google 300x250

Yahoo 728x90

Yahoo 300x250

WSJ 728x90

News 300x250

Travel 728x90

Travel 300x250

Orbitz 300x250

Sports 728x90

Steven300x250

Sly728x90

Trucks300x250

Wine Trail100x140

Nature728x90

Arnold728x90

Bruce 300x250

Vin300x250


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


Getting Started in DFA

Unit 2: Administration

15

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?

16

DFA

AdWords

AdSense

Google Analytics

MediaVisor• 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

17

Google Account Where Are We? Checkpoint

Admin



Floodlight

Site Mapping

Trafficking

Create a Campaign

Create a Placement

Upload Creatives

Ads

Assign Creatives


Reporting

18

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?

19

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

120

x600

ad slo

t

20

Advertisers Overview

In DFA, you create advertisers to traffic campaigns.

Floodlight

AdvertiserA DFA account must contain at least one advertiser.

Admin

21

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


Admin



Floodlight

Site Mapping

Trafficking

Create a Campaign

Create a Placement

Upload Creatives

Ads

Assign Creatives


Reporting

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

Floodlight Tag Overview (I)

Advertiser

Admin

24

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.

25

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.

26

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

27

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 1

User 1


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 1

User 1User 1

User 1User 1

User 1User 1

User 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 1

User 1User 1

User 1User 1

User 1User 1

User 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


REPORT:

1 unique order ID or session,

one user = 1

29

Activity Group

Floodlight Activities

Floodlight ActivitiesAdvertisers Tab

Counter Sales

30

Custom Variables in Floodlight

Custom Variables

Floodlight Configuration

Advertisers Tab

31

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


Admin



Floodlight

Site Mapping

Trafficking

Create a Campaign

Create a Placement

Upload Creatives

Ads

Assign Creatives


Reporting

32

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?

33

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.

34

Site Mapping

35

Site Mapping

Think about it.

Why do I need Site Mapping?

Why is Site Mapping important to trafficking a campaign?

Exercise


Admin



Floodlight

Site Mapping

Trafficking

Create a Campaign

Create a Placement

Upload Creatives

Ads

Assign Creatives


Reporting

Now we will practice mapping a site.


The trafficking workflow and elements of DFA

Unit 3: Trafficking in DFA

37

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?

38

Campaigns Overview

The 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

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 campaign level.

Campaign

www.newstoday.com

www.shopforever.com

www.chocolatecentral.com

40

Creating Campaigns

Think about it.

• What is included in a campaign?

Exercise


Admin



Floodlight

Site Mapping

Trafficking

Create a Campaign

Create a Placement

Upload Creatives

Ads

Assign Creatives


Reporting

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

Media

Plan

Placements Overview

Creatives Ads Traffic

Sheet

Tags



43

Placements

1. 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

Placements

Home Page

Creative Size

Home Page

44

20 %Publisher Site

Normal Ad Request and Delivery

2 %

Publisher Site

DFP

Interstitial

DFP

Interstitial Request and Delivery

Ad Served

Ad RequestDFA

45

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.

46

Placement Groups Overview (II)

Roadblock –Is a takeover of

an entire page with one advertiser.

47

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.

48

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


Admin



Floodlight

Site Mapping

Trafficking

Create a Campaign

Create a Placement

Upload Creatives

Ads

Assign Creatives


Reporting

Now we will practice creating a placement.

49


• 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

50

Media

Plan

Creatives

Creatives Overview

Ads Traffic

Sheet

Tags



51

Ad

Default Creative

Campaign

Your Computer

Creative#2 160x600.gif


Placement: 160x600

Creatives are uploaded and managed in the Creatives tab of a Campaign.



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.

52

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.

53

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.

54

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.

55

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

56

Components of aFlash In-Page Creative

Flash In-Page Creative

Compressed Flash File (SWF)

HTML Code

Backup GIF or JPEG Image File

57

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



Floodlight

Site Mapping

Trafficking

Create a Campaign

Create a Placement

Upload Creatives

Ads

Assign Creatives


Reporting

Now we will practice uploading a Flash In-Page creative using a template.

58

Lesson 3.4: Creating Ads Lesson Objectives


• 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?

59

Media

Plan

Ads Overview

AdsCreatives Traffic

Sheet

Tags



60

What Is an Ad?

Ad

Targeting

Attributes

Delivery Dates

Dimension

Landing Pages

Creative

Every time you assign a creative to a placement, an Ad is automatically created.

61

Standard AdsCampaign

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


Placement: 160x600




626262

What Is a Default Ad?Campaign

Default Ad

The Purpose of a Default Ad

You 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

63

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.

64

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

65

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.

66

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…..

67

Creating Click Trackers

Think about it.

• When would you create a Click Tracker?

Exercise

Now we will practice creating a Click Tracker.

68

Ads Tab

Click Tracker Placements

Assigning a Click Tracker to a Placement from the Ads Tab

69

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



Floodlight

Site Mapping

Trafficking

Create a Campaign

Create a Placement

Upload Creatives

Ads

Assign Creatives


Reporting

70


• 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

71

Placements

Media

Plan

Creatives

Assignments Overview

Ads Traffic

Sheet

Tags



Standard

Ad

DFA will automatically create a standard ad when you assign a creative to a placement.

72

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



Floodlight

Site Mapping

Trafficking

Create a Campaign

Create a Placement

Upload Creatives

Ads

Assign Creatives


Reporting

73

Lesson 3.6: Generating and Exporting Tags


• What are different types of HTML tags?

• Where can I generate site tags?

• What are the two ways to deliver tags to a site?

74

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

75

Media

Plan

Tags Overview

TagsCreatives Traffic

Sheet

Ads



76

Generating HTML Tags

DFA automatically generates the HTML tags that sites implement to display your ad. DFA

Excel

HTML

Text

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

77

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

HTML

Text

Excel

HTML

Text

Email attached file to site using DFA

78

HTML Tags

Exercise


Admin



Floodlight

Site Mapping

Trafficking

Create a Campaign

Create a Placement

Upload Creatives

Ads

Assign Creatives


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.

79

Traffic a Campaign on Your Own

Exercise

Now you will practice trafficking a campaign on your own.


Measuring the performance of your campaigns

Unit 4: Reporting in DFA

81

Lesson 4.1: Reporting Overview Lesson Objectives


• 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?

82

Reporting Overview

Campaign

Level

Ad

Level

Advertiser

Level

Reporting

83

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.

84

Navigating ReportCentral

ReportCentral has three tabs:

85

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.

86

File Formats

Examples of the four file formats for the same report:

CSV file format

XML format

HTML format

Excel format

87

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


Admin



Floodlight

Site Mapping

Trafficking

Create a Campaign

Create a Placement

Upload Creatives

Ads

Assign Creatives


Reporting

Now we will practice running a query in ReportCentral.

88

Lesson 4.2: Summarizing Data


• What is DFA Analytics?

• How is it different from ReportCentral?

• How do I access DFA Analytics?

89

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.

90

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.

91

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


Admin



Floodlight

Site Mapping

Trafficking

Create a Campaign

Create a Placement

Upload Creatives

Ads

Assign Creatives


Reporting

92

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.

93

The Learn Center

In the DoubleClick Learn Center, you sign up for live Webinars and can access online training.

Learn by Task or Learn by Role

94

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Kindly fill out an online evaluation form.

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Class: DFA Fundamentals

Instructor: __________

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