How to Serve Text Ads via DFP: A Tutorial

A text ad is a text on a blog or website that is hyperlinked to a specific page on another website. Text ads have a huge advantage of blending into the content almost seamlessly. These ads have fast loading speed and are not affected by ad-blocking software. Affiliate marketing is an area where text ads have grown by leaps and bounds. Publishers need these text ads to be served by an efficient ad server. DoubleClick for Publishers (DFP) is one of the most viable options for publishers to choose from. Customizing the text ads and using AdSense as a fallback can guarantee better returns for publishers.  

In this tutorial, we are going to discuss how you can serve text ads via DFP.



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How to Create a Text Ad Creative in DFP?

Once you’re logged in to 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 text ads through DFP, we have to select the Text ad template style from System defined templates and click on the Continue button.

Now, the Text 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

Click Through URL- The third party URL which will be served as a text ad. You can include any of the page URL of the website like Contact form if you’re related to client consulting or also can share the affiliate link URL of any product or service you wish to promote.

Link Title- The title of the ad which will be hyperlinked

Description- A brief of the ad copy.

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. You can also see the creative by clicking on the preview button.

How to Create a Text Ad Unit 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 which is 300×250 in our case. 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 Create a Line Item for a Text Ad in DFP?

In order to traffic the newly created ad unit Adunit_Blognife_Textad, we need to create a new order and a new line item for the same. Click on the Delivery tab at the top. Then, 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 “300×250“.

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_Textad. 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 Activate 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 creative 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 maximum click-throughs.

How to Generate the Ad Tag for Text Ad 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 (blue) and the second one is the adunit tag (brown). You may club the codes and place it where you want the text ad to appear. It may take some time for the text ad to appear, so please wait for a few minutes.

<script async=’async’ src=’https://www.googletagservices.com/tag/js/gpt.js’></script>
<script>
var googletag = googletag || {};
googletag.cmd = googletag.cmd || [];
</script>

<script>
googletag.cmd.push(function() {
googletag.defineSlot(‘/6418929/Adunit_Blognife_Textad’, [300, 250], ‘div-gpt-ad-1505753926426-0’).addService(googletag.pubads());
googletag.pubads().enableSingleRequest();
googletag.enableServices();
});
</script>

<!– /6418929/Adunit_Blognife_Textad –>
<div id=”div-gpt-ad-1505753926426-0″ style=”height: 250px; width: 300px;”><script>
googletag.cmd.push(function() { googletag.display(‘div-gpt-ad-1505753926426-0’); });
</script></div>

I hope this detailed tutorial has been helpful and you have learned how you can serve text ads via DFP. 

Hitaishi provides useful information on ad optimization to help publishers get a better payoff. Publishers can increase your website’s ad revenue in next 30 minutes. Contact Us! 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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