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The Direct Ads app is a tool you can use to include any directly sold ad orders into the Ezoic ad testing. It's an easy way for you to operate your own DFP style ad server via the Ezoic system! This means that you can create your own deals with advertisers, and include their ads on your site directly.
Creating a Direct Order
There are a few different 'Order Types' to choose from, your choices will vary dependent on what your particular goals are for each deal.
For all Order Types, you choose the Start and End Dates of the campaign you are running, alongside the 'Inventory Size' (how big the ad is), 'Display Creatives' (how many creatives from this ad can show on a given page) and the Creative Rotation (whether any different creatives for this ad should be delivered evenly, or optimised in order to boost clicks).
You can also set a per-user frequency cap, and target set countries, devices, and ad positions on your site.
More detail on the different Order Types:
Choosing this option will display your chosen ad creative(s) in a fixed position, for a fixed % of your overall impressions. This is the highest ranking choice and will take priority over all other ads competing in your chosen period.
A 'standard' order type allows you to choose a set number of impressions of a particular ad to serve over a set period.
You set the CPM or CPC price, and the 'goal' number of impressions that you want to be filled. You can choose to have these delivered in three different speeds:
1) Evenly - this will space out the ad impressions evenly over the length of campaign that you choose.
2) Front Loaded - this will space out the ad impressions evenly, but adding 25% to the goal for the ad in order to speed up the delivery.
3) As Fast As Possible - this will always show the ad in question, if it is the only eligible ad. If you have multiple direct ads running at the same time, the system will allow these to compete based on which ad is most behind schedule to hit its impression goals.
There is more information on impression goals on the DFP Website.
Price Priority is a great option to choose if you don't have a set number of ads that you are obliged to serve. Choosing 'Price Priority' will include your ad in the Ezoic ad auction, at the CPC or CPM you specify. It will only be shown to a user in instances where it can 'beat' the other ads in the competition. The CPM value of each user varies because of the value of different visitors / sessions to particular advertisers, so this ad will only show to the users where it is more valuable for you.
For Price Priority ads, you can choose to limit the delivery to a set number of impressions per day, or over the whole lifetime of the ad.
House ads have the lowest priority of all and need to be assigned a CPM value that would be considered to be competition against other Price Priority ads. Our system will automatically optimize to not serving any house ads that have zero internal value, so the CPM you set for a House campaign should represent marketing cost or some other internal metric for measuring how many ads you want to give away to the House vs. other priorities. Other ad servers allow you to set a $0 CPM and still get impressions to serve, but Ezoic will usually opt not to serve those ads to help benefit UX and page speed metrics.
Don't have a CPM?
If an advertiser is paying you a fixed fee, you take this amount and divide it by the number of impressions you expect to get, to get an estimated CPM. It doesn’t have to be 100% accurate but the more accurate it is the better decisions our system is able to make. A $0 CPM tells our system that that at isn’t making any money and so even if you don’t know exactly, make sure you put in a number that isn't $0!
Setting Up Direct Ad Orders to Target Specific Pages
If you have a direct agreement with an advertiser tied to a specific page or set of pages, our Key Values app allows you to set specific targeting parameters for your direct ad orders.
Reviewing the Progress of your Direct Campaign
On the Main Page of the app you will be able to view all of your previous orders, alongside their progress and basic information.
You can also find more in depth information on each ad in the 'Settings' Section - as well as editing the order itself, or the creatives associated with it. Following the 'stats' link will allow you to see a full breakdown of this ad campaign's performance.
If you are unsure about the behaviour of any order types, Google's DFP has lots more information on different delivery priorities. If you have any questions about Direct Ads, and how they can operate on your site, you can always contact your account manager.