An Ads campaign is generally pretty standard and straightforward, with a clear focus on displaying ads on the site

We’re using a programmatic ads platform that’s backed by Google Ad Manager (GAM). 

 

Ads vs NPI

An ads campaign will typically have both advantages and disadvantages compared to our Native Product Integration campaigns

 

Scale is usually an advantage for Ads, given we show multiple ads on a page, whereas the NPI message can only appear once. 

 

Attention is a win for NPI, typically, because the message is a native addition to the article, cannot be blocked and stands out much more clearly. 

 

Targeting is available similarly on both types of campaigns. 

 

Targeting Options

Accurate targeting is singularly the main choice that determines the performance of the campaign. 
Creative is important, of course, but targeting the right audience will almost always have the bigger impact
 
The way we target within an ads campaign is simple and quite powerful. We naturally target based on the focus of the content.
Simply put, we can target any tag, category, or combination of the two. 
Geo-based targeting is also an option, along with a number of other secondary dimensions, such as frequency-caps, speed of delivery, etc. 

Creatives

Good creative is quite important for a well-performing ads campaign
Ads campaigns that do well are tied to a history of running ads well within the company. 
 
Here are the most common ad sizes we’ll typically run:
  • 300×250 – Medium rectangle
  • 728×90 – Leaderboard
  • 160×600 – Wide Skyscraper
  • 300×600 – Halfpage
  • 970×90 – Large Leaderboard
  • 336×280 – Large rectangle

And here’s a quick example of a creative.

Budget Info

To keep things simple, we’re using the typical CPM-based pricing model – with a 0.95$ CPM up to 1.15$ CPM with targeting – geographical or by content. 

 

The budget for an initial campaign typically starts at $3000

 

Sample Report

Finally, here’s a quick overview of a geo-targeted ad campaign
  • delivered over 1.5 million impressions
  • and more than 150 clicks
Here’s the detailed-look of an ad campaign report