Guide: Setting Up Google DFP for Publishers

Setting Up Google DFP

Many online publishers and site owners wish to setup Google DFP (DoubleClick for Publishers). The primary reason for this is that there are lots of ad networks that compete against each other for a publisher’s ad inventory inside of Google Ad Exchange (AdX); which is available to publishers through Google DFP.

Google DFP (DoubleClick for Publishers) is an advertising management platform that can provide several benefits to your website. One of the most significant advantages is increased revenue, as DFP enables you to manage and serve ads from multiple networks and demand sources, which can lead to higher competition for your ad inventory and ultimately, better revenue. Additionally, DFP offers you greater control over ad placements, allowing you to decide where your ads are displayed on your site, how they appear, and who sees them.

This level of control can help you optimize your ad performance and user experience while maintaining a steady flow of revenue. Overall, setting up Google DFP can help you streamline your ad management process, maximize your ad revenue, and enhance your website’s user experience.

Obviously, this is appealing to site owners and publishers because they want to earn the greatest amount possible on their ad inventory (ad space on their site). Google’s Ad Exchange provides a fair auction process that is attractive to just about every major publisher on the planet.

There’s typically two issues that publisher often run into when setting up Google DFP — Google doesn’t approve just anyone to join the Google Ad Exchange and the configuration of Google DFP for publishers is not without its complexities.

Below, we’ll show you how to leverage existing resources to access the Google Ad Exchange and avoid unnecessary AdX configuration.

How can I increase my revenue with Google DFP?

The question of how to increase revenue with Google DFP is a common one among bloggers, as it is a primary goal of many publishers. Here are some ways bloggers can optimize their ad performance to increase revenue with DFP:

1. Use dynamic allocation: Dynamic allocation is a feature in Google DFP that allows multiple ad networks to compete for the same ad impression. By enabling dynamic allocation, bloggers can increase their revenue potential by allowing DFP to automatically choose the highest-paying ad for each impression.
2. Set up header bidding: Header bidding is another technique that can help bloggers increase their ad revenue. Header bidding allows publishers to offer their ad inventory to multiple demand sources simultaneously, including ad exchanges, demand-side platforms (DSPs), and other programmatic buyers. This can increase competition and lead to higher CPMs (cost per thousand impressions) for the publisher.
3. Experiment with different ad formats: Bloggers can also experiment with different ad formats, such as display ads, native ads, and video ads, to see which formats perform best on their website. By testing different ad formats and optimizing their placements, bloggers can improve their user experience while maximizing their ad revenue.
4. Optimize ad targeting: Another way to increase revenue with Google DFP is to optimize ad targeting. By using DFP’s targeting features, such as demographic targeting and contextual targeting, bloggers can ensure that their ads are shown to the most relevant audience, which can lead to higher click-through rates (CTR) and conversions.
5. Monitor and analyze performance: Finally, bloggers can increase their revenue by monitoring and analyzing their ad performance regularly. By tracking key metrics such as CPM, CTR, and revenue, bloggers can identify areas for improvement and make data-driven decisions to optimize their ad strategy.

Getting approved to use Google AdX

If you already have a Google account manager then you’re well on your way to accessing Google AdX or Google DFP for publishers. Google is extremely selective about who they allow to access DFP and AdX. Having an account manager is a sign that you’ve earned Google’s attention and would likely be considered for these premium products.

To get approved to use Google Ad Exchange, you will need to meet certain eligibility criteria and follow the application process outlined by Google. Here are the general steps you can take to apply:

1. Ensure that you have an active AdSense account: Google Ad Exchange is a premium ad exchange platform that requires you to have an active AdSense account. If you don’t have an AdSense account, you’ll need to create one and ensure that your website meets the AdSense program policies.
2. Meet the eligibility criteria: Google Ad Exchange has strict eligibility criteria that you’ll need to meet to be considered for approval. These criteria include having a significant amount of high-quality content, high traffic volume, and complying with Google’s policies and guidelines.
3. Apply for Google Ad Exchange: Once you have an active AdSense account and meet the eligibility criteria, you can apply for Google Ad Exchange through the AdSense account. You’ll need to provide detailed information about your website, including your traffic sources, content, and business model.
4. Wait for review and approval: After you submit your application, Google will review your website and determine if you meet the eligibility criteria and comply with their policies. If your website is approved, you’ll receive an email confirmation, and you can start using Google Ad Exchange.

It’s important to note that the approval process for Google Ad Exchange can take several weeks, and not all websites are accepted. However, if you meet the eligibility criteria and provide accurate and complete information in your application, you’ll increase your chances of getting approved.

Additionally, a Google account manager can help you setup DFP. Learning the ins and outs of AdX and Google DFP can be time-consuming, and difficult to navigate, but is definitely worth it – many publishers see a substantial revenue lift by using AdX.

“But I don’t have a Google account manager, what now?”

If you don’t have a Google account manager (if you’re not sure, you likely don’t), there is not a way to apply on your own accord. This means that you don’t really have a direct mechanism to access Google DFP or the AdX.

However, there is still a way for you to access premium Google products without having been granted a Google account manager. Google has a Certified Publishing Partner Program that allows publishers to apply to Google AdX and sell their inventory through a larger publisher or partner.

Google’s Certified Publisher Program is a program designed for publishers who are interested in partnering with Google to monetize their website content through advertising. The program provides publishers with access to premium ad inventory, advanced ad serving technology, and additional support and resources to help them maximize their ad revenue.

To become a Google Certified Publisher, publishers must meet certain eligibility criteria, which includes having a significant amount of high-quality content, complying with Google’s policies and guidelines, and having a strong user base. Once a publisher is accepted into the program, they will have access to premium ad inventory from Google’s network of advertisers, which can help them increase their revenue.

In addition to premium ad inventory, the Certified Publisher Program also provides publishers with access to advanced ad serving technology, such as Google Ad Manager, which can help them optimize their ad performance and improve their user experience. Publishers will also receive additional support and resources from Google, including training, optimization tips, and access to a dedicated support team.

Overall, the Google Certified Publisher Program is designed to help publishers monetize their website content more effectively while maintaining a positive user experience. It provides publishers with access to premium ad inventory, advanced ad serving technology, and additional support and resources to help them succeed in the world of online advertising.

While it’s not exactly the same as having a standalone DFP or Google AdX account, a subsidiary account is a very close second. Publishers still get the benefit of AdX without having to meet all of the Google requirements involved in having a full account.

How can I ensure that my ads are displayed correctly on my website?

Ensuring that ads are displayed correctly on a website is an important consideration for bloggers using Google DFP. Here are some tips to help you ensure that your ads are displayed correctly:

1. Choose the right ad format and size: The ad format and size can affect the user experience and ad performance. Selecting the right ad format and size is crucial to ensure that ads are displayed correctly and are not intrusive or disruptive to the user experience.
2. Place ads strategically: The placement of ads on a website is also crucial to ensure that they are displayed correctly. Ads should be placed in a location where they are visible but not obstructive. Advertisements should not obscure or interfere with the website’s content or navigation.
3. Use DFP’s ad serving rules: DFP allows bloggers to define ad serving rules, including ad frequency, geo-targeting, and device targeting. By setting up ad serving rules, bloggers can ensure that ads are displayed correctly based on the user’s location, device, and other relevant factors.
4. Test and optimize ad placements: Testing and optimizing ad placements can help to ensure that ads are displayed correctly and are performing well. Experiment with different ad placements and analyze ad performance metrics to determine which ad placements are most effective.
5. Monitor ad quality: Lastly, it’s essential to monitor ad quality to ensure that ads are displayed correctly and are not violating any policies. Google DFP provides a range of tools to monitor ad quality, including ad verification services and ad quality scores.

Overall, ensuring that ads are displayed correctly on a website requires a combination of strategic ad placement, ad serving rules, and testing and optimization. By following these tips and monitoring ad quality, bloggers can ensure that their ads are displayed correctly and are performing well.

Accessing a Pre-Configured Google DFP for Publishers

While many publishers may find the greatest challenge to be accessing Google premium products, others will find the difficult part of being a DFP publisher to be navigating the setup, configuration, and optimization of their account.

If you are a blogger and want to access a pre-configured Google DFP (DoubleClick for Publishers) account, you will need to follow these steps:

1. Create a Google Ad Manager account: If you don’t already have one, you’ll need to create a Google Ad Manager account by signing up at https://admanager.google.com/. Follow the prompts to create your account, and make sure to provide accurate and complete information about your website.
2. Apply for Google Ad Exchange: If you want to access a pre-configured Google DFP account, you’ll need to apply for Google Ad Exchange through your Ad Manager account. Click on the “Monetization” tab in your Ad Manager account, and then click on “Get started” under “Exchange Bidding”. Follow the prompts to apply for Google Ad Exchange, and provide detailed information about your website, traffic, and business model.
3. Wait for approval: After you submit your application, Google will review it to ensure that you meet the eligibility criteria and comply with their policies. If your application is approved, you’ll receive an email confirmation, and you can access your pre-configured Google DFP account through your Ad Manager account.
4. Configure your ad units: Once you have access to your pre-configured Google DFP account, you can configure your ad units to match your website’s layout and design. You can also set up ad targeting and frequency capping to optimize your ad performance and user experience.

Overall, accessing a pre-configured Google DFP account can help simplify the ad management process for bloggers and provide access to advanced ad serving technology, which can help increase revenue and enhance the user experience.

A big part of configuration that scares publishers is accounting for things like direct ad sales, bid settings, and how they integrate things like native and programmatic together using the application. It can be a tall task. Many find it cumbersome; while others learn over time that their attempts to optimize their account have only resulted in a net loss in revenue.

This is where the functions of ad testing and machine oriented optimization can be supremely beneficial. With new innovations like header bidding added to the mix, most publishers just want to see what’s work the best.

This kind of testing can be performed here. The machine will automatically configure and help you serve the best solutions. They also feature an advanced integration that will pre-configure and optimize your Google DFP account for you.

Ultimately, this is one of the best solutions available for ensuring that your site benefits from the Google DFP product. The solution is free to use and is the best solution we’ve seen for publishers seeking to maximize their time in DFP.