Integrating DoubleClick for Publishers into WordPress

This tutorial demonstrates how to integrate Google Ad Manager (formerly DoubleClick for Publishers or DFP) into a WordPress site for sophisticated ad management, surpassing basic AdSense functionality. The focus is on creating topic-based ad bundles for improved targeting, a technique ideal for niche sites.

The author's site, structured around distinct topics (e.g., security officer jobs, passenger service agent jobs), uses this method. Each topic features job description and vacancy pages, each displaying the same targeted ads. An article series also benefits from consistent targeting. This involves using in-content ads (468x60), a large sidebar unit (300x600), and standard run-of-site (ROS) units (728x90 header and 300x250 sidebar).

(Image shows ROS ads in red, targeted ads in blue, sizes indicated by Google Publisher Toolbar)

Challenges and Solutions:

The integration process presents several challenges:

• Individual Ad Units: Optimal reporting requires a separate DFP ad unit for each targeted ad.
• Ad Zones: Each page's targeted units must be grouped into ad zones.
• In-Content Ad Code: WordPress doesn't easily handle in-content ad code insertion.
• Targeted Sidebars: Custom sidebars might be needed for targeted sidebar ads.
• Header Ads: Header ads often require theme modification or custom coding (not covered here).
• Extensive Code: DFP generates substantial code per ad unit, requiring strategic placement within page and sections.

The Tutorial's Screencast:

A video tutorial (youtube 4K4bWJeg8ec) guides users through:

1. Creating and combining ad units and placements in Google Ad Manager.
2. Generating and implementing DFP ad code (in-content, sidebars, header).
3. Correctly inserting code into the appropriate page sections.

Tools and Resources Used:

• Theme: Goodnews
• WordPress Plugins: Code Insert Manager, Custom Fields Shortcode, Custom Sidebars (optional), Duplicate Widget.
• Chrome Plugin: Google Publisher Toolbar.
• Ad Manager: Google Ad Manager (formerly DFP).
• Demo Site: HeathrowCareers.co.uk (Air hostess jobs section specifically).

Frequently Asked Questions (FAQs):

The article concludes with a comprehensive FAQ section covering topics such as DFP's functionality, WordPress integration methods, benefits, compatibility with other ad networks, comparisons to alternative platforms, revenue optimization, mobile support, performance tracking, and available support resources. These FAQs provide a thorough understanding of Google Ad Manager and its application within a WordPress environment.

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