How to Serve Image Banner Ads via DFP- Tutorial

Creating an image ad takes much more effort, time and resources than creating a text link ad. Text ads are very effective as well. However, when it comes to enhancing brand image, image ads go a long way. It is said that a picture speaks a thousand words. So, when a user encounters an image, it can hold their attention for a longer period of time and also has a greater impact on the user. Serving banner image ads through DFP can help you rotate multiple image creatives, optimize it for best performance and also manage to cap the number of times an image ad appears on the screen, so as to not hamper user experience. 

In this tutorial, we are going to discuss how you can serve image banner ads in DFP.



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How to Create an Image Banner Creative in DFP?

Once you’re logged into your DFP interface, click on the Delivery tab. On the left panel, click on “Creatives”. Over here you can see all the available creative formats.

  • All Creatives- Here you can see all the creatives which are created on your DFP account.
  • Creative Templates- These are a set of user-defined and system defined creative templates.
  • Native Styles- It has pre-defined native styled templates like native app install, native content ad and custom formats.
  • Creative Sets- A creative set is a group of ads that include a master creative and its companions. Even if there are no companions, the master ad is still called a “creative set” in DFP. Video line items are assigned to creative line items in DFP.

Under all creatives segment, click on “Add Creatives”. A pop-up box opens where you would want to add the name of the advertiser. If you’re using DFP for the first time, you would need to create an advertiser name from Orders section to proceed further from here. Here we have added the advertiser “Blognife”.

Once done, click on the “Continue” button and you will be taken to the new creative page where you can choose the type of creative you would want to serve.

Since we are going to serve an image-based ad through DFP, we have to select the Image template and click on the Continue button.

Now, the image ad contained feed container will open and you need to provide the relevant details for the ad creative. Here are the necessary fields which you need to provide the details for

  • Name- name of the ad creative
  • Image Files- Upload the image file which you want DFPt to show as the ad creative.
  • Destination- The third party URL where the visitor would be taken after clicking on the image file.
  • Target Ad Unit size- Define the ad unit size of the image file.

Once done, click on the save button to save the creative. Now that the creative is ready, we need it to be trafficked through a line item.

How to Create an Ad unit to Serve a Banner Image Ad in DFP?

Once our creative is ready, we need to create an ad unit to serve that creative. Click on the Inventory tab. Now, click on the New ad unit button on the top.

Add the ad unit code and name. Also, you need to enter the ad unit size. By default, AdSense is enabled. You need to override AdSense inventory if required. Once done, click on the Save button.


Thus, the ad unit is created. Now, we need to traffic the ad unit by creating a new line item.

How to Traffic a Banner Image Ad in DFP?

In order to traffic the newly created ad unit Adunit_Blognife_Image, we need to create a new order and a new line item for the same. Click on the Delivery tab at the top. Here, click on a New Order.

You need to create a new order and update the name and the advertiser field. Under the line item section, name the line item in a way you can easily recall. Select the inventory as Standard and choose the size as “336×280“. This ad size is applicable for the banner image ad unit size.

The other fields are however optional. You need to add more fields in the Settings segment. Keep the type as Standard and the Delivery as Normal. Also, you need to define the start and end date, fill the impression volume and the rate. You can provide these data according to your choice as they are just redundant.


The impression delivery type can be set to evenly and the rotate creatives can be optimized. It would ensure the ad creative which gets the maximum clicks to be displayed more number of times. Once done, now you need to choose the ad unit which you want the line item to traffick. Select the ad unit and click on include to allow the inventory to get selected and then click on the Save button.

Once done, now you need to Approve the line item to active the process. Now, that the line item is approved, it should be ready for ad delivery.

However, as you can see below, the current status of the line item is Inactive since we haven’t assigned the required creative to the line item.

In order to associate the line item with the creative, click on the line item name. Since we have already created the ad creative, we will click on “use existing creatives” which will open a new pop-up window.

Click on the “Creatives” folder in the pop window. Here you can see the creative: Creative_Blognife_Image. Include this creative and click on the save button.

Once done, you can click on the Creative tab to see that the creative is ready. Select the Creative and Click on Active button. This ensures your creatives are ready to roll out.

Now that you have activated the creative, you can go ahead and make the line item active as well. Once done, the Order is ready for ad serving. Now, we just need to generate the code for the required ad unit to go live. If you’re planning to test more than one creative which is necessary for A/B testing, make sure to add more creatives in this segment and active them. DFP will then split test among these creatives and will optimize the traffic to those creatives which are generating the maximum number of click-throughs.

How to Generate Tag for Banner Image Ads in DFP?

Now that we have trafficked the line item and the order is ready, we need to generate the ad tag for the same so that we can go live. Let’s see how we can do this. Under Inventory tab, click on Generate Tags button.

Here you can select a number of ad units. Select the ad unit and click on include button. Now, click on Generate Tags.

Keep the default selected option since this is a Google Publisher Tag. Ensure “Enable single request” is turned on. Now, you can see two ad tags.

The first one is the initialization tag and the second one is the ad unit tag. You may club the codes and place it where you want the banner image ad to appear. Once the page loads, you can see the banner ad appear.

This is how you can serve image ads via DFP. Since DFP allows better tracking at ad unit level, this can be helpful to serve any image ad. Also, you can rotate multiple image ads and serve them via DFP. 

Abhishek is an ad optimization consultant helping publishers get a better payoff. Increase your website’s ad revenue in next 30 minutes. Also, ad networks can contact us to write sponsored reviews of their networks. Skype ID: ronniedey Email ID: abhishek.dey@digimyx.com

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