About direct sales campaigns

A direct sales campaign is one type of campaign that runs in the AdMob campaigns framework. Direct sales campaigns are campaigns in which you sell advertising inventory directly to an advertiser. Billing is handled outside of the AdMob platform. These campaigns can include traditional display advertising or app install campaigns.

Direct sales campaigns can use one of the following types of goals:

  • Percentage of traffic (% of traffic): These campaigns can also be referred to as sponsorship campaigns.

    Your campaign will be given first priority for the specified percentage of impressions. These campaigns have defined start and end dates but no specific impression goals. They have the highest priority, so they can use the specified share of the app's advertising inventory.

    If the campaign targets multiple ad units, the campaign will serve ads for the specified percentage of traffic across each ad unit (e.g., a campaign with a "10% of traffic" goal will serve ads to 10% of traffic for each ad unit targeted by the campaign). A campaign with a 100% of traffic goal will serve ads for all traffic. Direct sales percentage of traffic campaigns use a cost-per-day (CPD) model.

  • Impression goal: These campaigns have defined start and end dates and specific impression goals. AdMob will speed up or slow down delivery of ads to meet the impression goal. Impression goals are typically used for brand campaigns. Advertisers usually want to make sure that their campaign is seen a certain number of times.
  • Click goals: These campaigns have defined start and end dates and specific click goals. These campaigns are performance-based. For example, you would use a direct sales click goal campaign when you want to make sure to send a certain number of views to your app's page in an app store.
Before booking a campaign, you should look at the historical traffic for an ad unit and its targeting to gauge the amount of inventory available (clicks, impressions, traffic). This will help to ensure that the campaign is delivered in full and that advertiser commitments are met. Without examining the historical data, you may set goals at a higher rate than the campaign can fulfill.
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