Do With All Your Ad Metrics - Advanced Ad Serving Features
We charge $75 an hour for advanced ad serving
programming. It can take anywhere from one hour to several hours to layer together the
coding needed for advanced serving. We do not recommend using advanced ad serving options
until you have several months of data, and then only if you truly wish to pursue in-depth
ad campaigns. The easiest way to set up an advanced ad serving
program is to first tell us what you wish to accomplish. From there we can plan the
A Partial List Of Advanced Ad Serving
Embedded In-Page Ads, Pop-Up, Pop-Under, Expanding, and
Third Party Ad Serving
Secure Ad Serving with SSL
Video Ads ( requires load balanced servers, which is extra)
Auto Optimize Mode
Ad Weight Rotations
User Profile Targeting
Cookie-Based Demographic Target Delivery
Negative Keyword Excludes
Target Keywords Includes
Geo-Tracking & Geo-Serving
Visitor Metric-Based Serving
The Power of Separate Serving Zones
2Cooleys home pages all serve 8 banner ad zones, and 6 classified ad zones. All fourteen
zones run on separate coding from the ad server. The get commands from each site visitor's
browser are sent to all fourteen zones on the ad server, as well as the server for the
pages themselves. This allows each zone to inter-act separately with each site visitor.
Think of it as a one-on-one secession between each site visitor and each ad zone. You can
literally pick and choose what ad in each zone gets served to different visitor market
segments, or different visitor demographic sets.
Maximums are serving parameters set to limit how much, or how long, ads run. When the
maximum is reached, a new event occurs, such as the ad stops running, or a new ad starts
running, etc. Hourly, daily, monthly, or total maximums can be set for clicks,
impressions, conversions, revenue, etc. Maximums can be layered in with other parameters.
Third Party Ad Serving
The 2Cooleys system allows third party ad serving. That is, if you buy banner ads on sites
other than 2Cooleys, those other ads can be served to those web sites from our system. You
can then see and compare all metrics for ALL your banner ads and links in ANY site in
one place. You can quickly see what sites are working the best for you. The other sites
will have to agree to use the serving code I provide. All they need do is copy and past
the code into the page zone where your banner is to appear on their site. This is done all
the time in the Online Advertising Industry, so it should not be a problem.
Advanced Ad Designs
It is important to understand the composition of 2Cooleys ad design. When you see
one of our banner ads it looks like just one ad to you. But in fact it is three separate
ads. The banner image is one ad. The text link under the banner image is the second ad,
and the "container" for both the image and the link is the third ad. The image
ad is served via an Iframe. The text link is served via Java Script. The container
is served via an Iframe. However, the container, that which you see as one ad, does
not generate metrics. The image and the text link inside the container are what generate
ad report metrics. This is an advanced system with many metrics-gathering advantages.
Advanced "Layered" Ad Serving Options
We can set your banner to display, or not display, based on several options. Time options
allow us to set the display by certain days, certain hours, or a start and ending date. If
you run multiple banners, and you want banner "A" to display on weekends
only, and banner "B" to display on week days, we can do that. We can also
"layer" display options. For example, if you want weekend-only banner A to
display on Saturday from 10am to 10pm, and then again on Sunday from 8am to 12 noon, we
can do that. Time-based serving options normally are used with concurrent media events,
such as a live radio or TV broadcast. They also work well for retail sales, or any
Visitor Metrics - We can set parameters based on browser, time capping,
frequency capping, referring URL includes/excludes, placement URL, target keywords,
operating system, IP address, ISP/Domain, and companion/competitive positioning. Simply
put, this allows us to serve ads only to very specific site visitors you wish to reach.
Geographical Metrics - Pick a language, continent, country, city, state,
providence, region, U.S. Metro DMA, Zip code, postal code, or phone area code. Many of
these parameters can be layered in with other advanced serving options.
Ads can be served only to targeted keywords. This is useful if you are running several
banners in the same spot. Let's say you are running one ad for fishing, another for
lodging, and a third for boating. Now let's say someone using Google enters something like
"fishing in arkansas". If they land in a site where your banner is running, your
fishing ad will display to them, but not the boating or lodging banners.
Ads can also be programmed not to display for negative keywords. For example, ad
"Children's Vacation" could could negative keywords
"gambling+violence". If the ad serving code contains both of these negative
keywords, this ad will not show to anyone using the search keywords gambling or violence,
Cookie-Based Demographic Target Delivery
If your website collects information about your visitors, you can serve targeted ads based
on specific demographics.
Common Demographic Targeting Parameters:
1. Gender: Male, Female
2. Age: under 18, 18-34, 35-49, 50+
3. Ethnicity: Asian, African-American, Caucasian, Hispanic
4. Income: Under $30k, $30k - $60k, $60k - $100k, $100k+
5. Size of Household: 1, 2, 3, 4+
6. Number of Children: 0, 1, 2, 3+
7. Education: High School, College, Graduate School
Examples of Demographic Targeting
* Display sport-related ads to male users, age 18 to 34
* Display ads about high-end fashion to female users with an annual income of $60k or
* Display family-oriented ads to users with at least one child
User Profile Targeting
If your website collects other information about the user, custom parameters can display
targeted ads. Examples of User Profile Targeting:
1. You have a monthly newsletter. A person visits your site who is not in the mailing list
yet. You can display ads to convince the person to opt-in to your monthly newsletter.
2. If a person lists fishing, boating, and lodging as his/her
interests, you can display recreation related ads to them.
To target ads based on user demographic and profile, target keywords are defined for an
ad. For example, ad HighEnd-Fashion-Deals has the following target keywords:
* Show if the serving code has these keywords GenderFemale, AND
* Show if the serving code has these keywords IncomeOver60k
On each page, your website passes in the gender and income value into our serving code.
* For a male, income $60k+ user: &keywords=GenderMale+IncomeOver60k, this ad will not
* For a female, income $30-60k user: &keywords=GenderFemale+Income3060, this ad will
* For a female, income $60k+ user: &keywords=GenderFemale+IncomeOver60k, this ad will
Profile targeting uses the AND, OR, NOT logic operators.
Competitive positioning prevents a certain ad from showing on the same page with another
ad. Companion positioning tries to show 2 different ads together on the same page. The two
ads are linked by a companion/competitive positioning restriction. This is useful to
customers who have purchased more than one zone (spot) per page.
Full companion means all ads on a page must be of the same type: either all companion ads
or all non-companion ads. This allows the reliable display of companion ads and avoids
mixing, or skipping, complementary ads. As can be expected this cannot be applied unfairly
to competing businesses.
If you are running a multiple banner ad in the same spot, each ad can be set to display at
a certain set weight. If you have three ads running in one spot, you can run all three ads
in equal amounts, or in unequal amounts. For example, ads 1, 2, and 3 can all display 33
percent of the time. Or ad 1 can run 50 percent of the time, the other two can run 25
percent of the time, etc. In this case all ad weights are pre-determined and manually set.
This is taken one step further with Auto Ad Optimizing.
Auto Ad Optimizer
If you want to run several ads in your spot, and you want to find out which ones perform
the best, and then make sure the good ads display most of the time, auto ad optimizer is
the plan to use. It is a fact that some ads perform better than other ads. Some ads
generate more revenue, more clicks, more conversions. With the auto optimization feature
the better performing ads display more often. Our system automatically adjusts the ad
priority based on near real-time ad performance data. The standard optimization path is to
first maximize revenue (if ad rates are set), then conversion ratios are considered, and
CTR's will be considered last. However, they can be ordered in any sequence you prefer.
Advanced algorithms (I did not write them, I buy them!) evaluate your ad performance in
near real-time (about every 5-10 minutes). There are many complex fine-tuning steps behind
the scene but at the core, the algorithm breaks the ad pool into 3 groups: good
performance, poor performance and average performance.
The good performing ad(s) get higher ad priorities and the opposite situation happens to
the poor performing ad(s). The average ad(s) stay relatively the same while waiting for
more data to be evaluated.
The result is only as good as the input data. Thus an accurate and up-to-date optimization
system requires a continuous stream of input data. With our algorithm, the adjustment of
ad priorities is a responsive and smooth process. The ad optimization feature takes into
account all the data that an ad has when it is served across all zones. Optimization is
done for the ad based on its whole performance in all zones it is linked to, not just
within a specific zone. All 2Cooleys sites have multiple zones, and we currently have
customers running multiple ads in multiple zones.
Multiple Ads In Multiple Zones In Multiple Domains
If you buy multiple ads or just one ad, you can run those ads in several zones in all 5
2Cooleys home pages. The metrics from each zone on each domain can be fed into your
account, and all ads can be optimized as described above. Using your 2Cooleys Ad Metrics
Control Panel you can watch the performance of all your ads in all zones.
Yes, we support video ads. Video and other resource intense interactive banners are hosted
on load-balanced servers.
Embedded In-Page Ads, Pop-Up, Pop-Under, Expanding, and Interstitial Ads
Our ad server can deliver in-page embedded ads, pop-up/pop-under ads, expanding, and
interstitial ads. Each type of ad offers advanced settings. For example, pop-up/pop-under
ads can be customized for how often they should be displayed, should the windows be
re-sizable, have scroll bars or not, etc.
Secure Ad Serving with SSL
We support both regular and secure ad serving. Secure ad serving through SSL (Secure
Sockets Layer, https://) uses 256-bit high-grade encryption to protect data. If your
website is served through SSL, your ads should also be delivered securely to avoid the
security warning in visitors' browser.