Graphics Reference
In-Depth Information
which ones to remove and which ones to keep. However, removing
some and keeping some is only part of the optimization. After you
remove the ads that are performing poorly, you need to increase
the number of times the better performing ads are shown. If an ad
is performing well, increasing the number of times it
s shown will
mean even more clicks, and, as I mentioned earlier, more clicks
equals lower costs and lower costs equals happy clients.
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Rich-Media Ads
There was a time when the tracking and reporting from rich-media
companies (see Chapter 6) was far less robust than the reporting
you get from a general ad-serving company. However, in the past
fewyears,theyhaveexpandedtheir capabilities to match. With
that said, trafficking and tracking rich-media ads remain a little bit
different because there is a necessary third party involved in the
process. Additionally, the final piece of reference code that you
send to your client will be different as well.
Trafficking Rich Media
When trafficking a rich-media banner, the steps taken may differ a
little from one rich-media company to another. One quick example
would be the process you might experience when trafficking your
ads through a company such as Eyeblaster, which has an online
interface (or tool) that allows you to log in to complete every step
involved in getting your ads live on the Web. Once you have logged
in to the tool, the steps are pretty straightforward and not all that
different from setting up your standard banners.
1. Enter your media plan.
2. Upload your files and enter the landing page URL.
3. Preview your banner.
4. Assign each banner to its flight.
5. Send the Eyeblaster reference to the site.
Enter Your Media Plan
Just as with the standard banners, the first thing you should do
when running your ads through Eyeblaster is enter the information
about the media plan. Again, this information includes things like
the number of impressions purchased, the costs involved, and the
placements where the ads will show.
Upload Your Files and Enter the Landing Page URL
When it comes to uploading your files, Eyeblaster has made it nice
and easy with a piece of their interface that will allow you to add a
