Tips for advertisers to manage ad campaigns across multiple publishing partners

advertiser overload 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.


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  • What is an ad server?
    "In short, an ad server, or adserver, is a software solution that helps publishers, advertisers, ad agencies, and ad networks, manage their advertising campaigns. The ad serving software uses its ad tag, or ad code, to display the programmed online advertisements on the selected websites, blogs, apps. " More