Tips for advertisers to manage ad campaigns across multiple publishing partners
                     Tips for advertisers to manage ad campaigns across 
multiple publishing partners
John Z
Writes on ad servers, involved with Adspeed Ad serving 
software & ad server solutions.
Even if you don’t know a whole lot about advertising, you probably do 
know that advertisers don’t put all their eggs in one basket. This is why 
you see big businesses run ads on TV, radio, and in print, all at the same 
time. The same rules apply when it comes to online advertising, as it 
pays to have ads running across more than one site and more than one 
advertising channel at any given time. The problem with this approach is 
that it can be difficult to manage multiple publishers at one time. There 
are ways to do it efficiently but it does require some level of planning 
and organization. Let’s look at a few items that advertisers can do to 
manage ad campaigns across multiple publishing partners.
Use your own ad server
When you have ads running on multiple websites, there are going to be 
times when you run across issues and discrepancies that need to be 
addressed. It can be difficult to get those issues addressed quickly if you 
have to wait for the publishers to correct the problems. However, if you 
use your own ad server, you have more control and can take care of 
many problems right away without waiting for anyone. Plus, you have 
the independent reports from your own ad server that you can access 
whenever you need and compare them with third-party and external 
reports.
Schedule automated ad reports
When you have multiple ads running across many different publishing 
partners, it can become rather time consuming to check in on each 
different one to see how each ad is performing. Spending time to check 
will take away from other important parts of your business. Therefore, it 
is important to save yourself time and schedule all your ad reports from 
within your ad serving system. There is no need to check in every day 
because reports are scheduled and they are coming to you or your 
colleagues directly and conveniently.
Use multiple ad variants
In the same way that traditional advertisers use multiple versions of the 
same ad campaign, you should do the same online because not all ads 
deliver the same result. Therefore, you don’t want to spend all your 
advertising budget on just one ad version that might perform poorly. 
Some publisher websites rely heavily on text ads, while other sites use 
video or banner ads. People who visit a site to watch videos might not 
respond to a text ad and vice versa. Experiment with small adjustments, 
mix things up and make changes as needed based on what you see in 
your ad performance reports.
Use ad optimization
Throwing an ad on the advertising server and hoping for the best will 
not yield a very good or predictable result. You should create multiple 
ad variants and enable ad optimization on all of them. Better performing 
ads or versions get more clicks or conversions. Ads that have been 
optimized are more effective and will almost certainly be displayed 
more often. This setup in the end will improve your ROI and provide 
valuable lessons to make better creatives for future campaigns.
Optimize landing page
The ultimate goal of an ad campaign is to get potential customers to 
purchase your product or service. One of the most effective ways to do 
this is to set up a good landing page that they will arrive at after clicking 
on the ad. It is easier to convert when the potential customer is still in 
the mood and the ad is still fresh in their mind. Therefore, the landing 
page must be optimized so that they can place an order as quickly and 
smoothly as possible.
About Adspeed
AdSpeed ad server is a reliable & powerful ad serving and ad 
management solution that serves your ads, tracks impressions & clicks 
and reports ad statistics in real-time. Driven by the latest ad serving 
technologies, the goal of Adspeed adserver is to provide a reliable 
platform that can help in executing online advertising strategy more 
efficiently. 
Thank you for spending your precious time in reading this article.