Welcome to our guide on the Direct Ads app! This article will provide you with a comprehensive understanding of how the Direct Ads app can be used to include directly sold ad orders within the Ezoic ad testing framework. You'll learn how to create and manage various types of direct ad orders, customize ad inventory settings, and track the performance of your campaigns. Whether you're looking to establish direct deals with advertisers or optimize your ad delivery, this resource will equip you with all the necessary tools and information. 

The Direct Ads app allows users to include directly sold ad orders in the Ezoic ad testing environment, effectively functioning as a DFP-style ad server. This enables users to negotiate deals with advertisers and display their ads directly on their site.

Creating a Direct Order:

You can enable direct ads from your Ezoic dashboard by navigating to Ezoic Ads > Ad Sales. Click "Add Direct Ad Order" and you will then be able to create a new direct ad order. You can also monitor and update existing direct ad orders from this dashboard.

• Order Types: You can select from several order types depending on their campaign goals:
  • Sponsorship:  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.
    
  • Standard: A 'standard' order type allows you to choose a set number of impressions of a particular ad to serve over a set period, with options for delivery speed (Evenly, Front Loaded, As Fast As Possible).
    • Evenly - this will space out the ad impressions evenly over the length of the campaign that you choose.
    •  Front Loaded - this will space out the ad impressions evenly, but add 25% to the goal for the ad in order to speed up the delivery.
    • 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.
  • Price Priority: Ads included in Ezoic's auction at a specified CPM, competing to be shown only if they can beat other ads. 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 users that are more valuable for you.
    
  • House: Lowest priority ads requiring a CPM, optimized to avoid serving ads with 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.
• Inventory Settings: Users can define the following:
  • Inventory Size: The size of the ad.
  • Display Creatives: Number of creatives shown on a page.
  • Rotate Creatives: Whether to deliver different creatives evenly or optimized for clicks.
  • Frequency Cap: Limits the number of times an ad is shown to a user.
  • Targeting: Specify countries, devices, and ad positions.

Setting Up Targeting:

For specific page targeting, users can utilize the Key Values app to set parameters for their direct ad orders.

Reviewing Campaign Progress:

Users can monitor campaign progress on the Main Page of the app, which displays all previous orders and their basic information.

Detailed information and editing options are available under the 'Settings' section. The 'stats' link provides a comprehensive breakdown of ad performance.

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.

Revenue Reporting:

Direct Ads revenue is reported via the Mediation tab in the Ezoic dashboard under 'Ad Partner Estimated Earnings' and 'Mediation'. Payments are made directly by the advertiser, not by Ezoic.

1. Understand Your Goals: Before setting up a direct ad order, be clear about your goals for the campaign. Whether it's maximizing impressions, targeting specific demographics, or achieving a particular CPM, having clear objectives will help you choose the right order type and settings.
2. Choose Order Types Wisely: Familiarize yourself with the different order types—Sponsorship, Standard, Price Priority, and House. Select the one that best aligns with your campaign goals. For example, use Sponsorship for high-priority ads or Price Priority for flexible ad delivery based on competitive CPM.
3. Optimize Ad Rotation: Utilize the 'rotate creatives' option to test different creatives and optimize performance. This can help boost click-through rates and overall engagement.
4. Set Accurate CPM Values: Always input a CPM value that reflects the worth of the ad. Avoid setting a $0 CPM as this signals no value, which can negatively impact your ad delivery and system optimization.
5. Monitor and Adjust: Regularly review the progress of your direct campaigns. Use the 'stats' link in the app to get detailed performance data. Adjust your campaign settings if you notice underperformance or if your goals shift.
6. Frequency Capping: Implement frequency caps to prevent ad fatigue. Setting a per-user cap ensures that your ads are shown a limited number of times to the same user, improving user experience and ad effectiveness.
7. Use Key Values App for Targeting: Leverage the Key Values app to target specific pages or site sections. This can enhance the relevance of your ads to the audience visiting those pages.
8. Check for Errors: Always review any error messages returned by Google when submitting orders. Address these promptly to ensure your ads are properly displayed.
9. Continuous Learning: Stay informed about best practices and updates by referring to additional resources like Google's DFP documentation. This can help you refine your ad strategies and stay ahead of any changes in ad delivery priorities.