Create campaigns and ads

Once defined, you may start selling parts of your inventory by creating an order, an agreement between you and an advertiser that includes an invoice number (optional), start and end dates and contact information.

Each order includes one or more line items. A line item specifies the advertiser's commitment to purchase a specific number of impressions (CPM), clicks (CPC) or time (CPD) on certain dates at a certain price. Each line item also includes where an advertiser's ads will appear and, optionally, when (during the week) and to whom an ad will get displayed.

This order includes two line items. Each line item defines inventory (placements),
targeting criteria, price and delivery dates.

Imagine that you maintain a website structured like a traditional newspaper, with sections for business, news, weather and sports. Suppose a bank wants to advertise on your website in order to promote a new savings account offer as well as home loans. An order with this advertiser might include two line items:

  • Line item 1 (Savings Account Campaign):
    • 750,000 impressions
    • between the dates of 15 January - 15 March 2009
    • at a price of $5 USD / 1000 impressions (CPM)
    • that targets all users
    • across the entire website
  • Line item 2 (Home Loan Campaign):
    • unlimited impressions
    • between the dates of 1 January - 31 March 2009
    • at an agreed upon price of $125,000 total for 90 days (CPD)
    • that targets users between the age of 30 and 50 that live in the United States
    • in the business section

With an order signed, the last step is to go into a line item and upload the advertiser's creatives (ads) to DFP Small Business so that they'll get called when a user views your website's pages. In other words, you should upload one (or more) creative per line item unique to an ad campaign.

For example, in the scenario above, in which a bank wants to purchase your inventory for their savings account and home loan advertising campaigns, you would likely upload 728 x 90, 160 x 600 and 300 x 250 savings account creatives to line item 1 (GBank Savings Account - ROS), since the line item is targeting multiple placements that contain ad units of these sizes.

The table below provides a simple example of how you might structure the sale of your inventory (elements retain numbering from the example above):

Table: Structure the sale of your inventory

In order to start trafficking your ads, follow the steps below.

  1. Create an order
  2. Create a line item
  3. Upload a creative

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