What type of content can I promote in Content.ad?

    All campaigns must promote original content.  All content must comply with applicable laws, regulations and codes.  More information about our guidelines can be found here.

    The following types of content can run in Content.ad:

    Non-commercial – Content about general interest topics of a non-commercial nature. This type of content does not contain links to products, links to an advertiser landing page, or contain paid promotion of any kind. While the content itself can’t be commercial, other sources of revenue may appear outside the the main content, ie. advertising in header, footer or right/left rails.

    Sponsored content or advertorial – Article-based content that promotes a particular product or service and may include information and pricing about a specific offer. The content includes links directed to a landing page to purchase a product or service.  The landing page may not include any type of order form, payment page or email signup functionality.

    Sponsored content must be clearly labeled as “Advertisement,” “Advertorial,” or “Sponsored” at the top of the page. For “free trial” or continuity/auto-ship offers, a link to the product’s terms & conditions must be visible and active to allow a consumer to click and review prior to submitting payment.

    Advertisement – Landing pages that include any type of order form, payment page or email signup functionality.

    How do I create successful campaigns?

    Campaign performance can be affected by a number of factors, but following some simple guidelines can significantly impact your ability to reach your audience and increase your clickthrough rate.

    • Headlines
      • Be brief. Content belongs on your page, not in your headline. Headlines that only contain a few words often perform better than more elaborate ones. We accept headlines that are 60 characters or less.
      • Be informative. Phrase your headlines as questions or as “how to” statements. Let the reader know that your content is informative and/or helpful.
      • Be honest. Misleading your readers about your content just to increase clicks not only wastes your money, it also damages your brand’s integrity. Honestly promoting your content ensures that you reach your intended audience and encourages return visits.
    • Images
      • Use photos. Photos of people or products are more engaging and straightforward than graphics or diagrams.
      • Customize them. An image that looks great splashed across the top of your article might not be very clear as a small square in a widget. Pick simple, sharp images that look great as small as 80 pixels wide.
      • Make them big! To reach the widest possible audience, use the largest images and best resolution allowed. This ensures that your content is compatible with every available ad placement, including the ones that draw the most attention to your content.

    What do you consider when reviewing content?

    This policy is provided for general guidance only.  All images, headlines, and landing pages must comply with applicable laws, regulations and codes. Content.ad reserves the right to reject any content for any reason.

    Content Headline

    • Must contain correct spelling, punctuation, and capitalization
    • Must not make any unsubstantiated or misleading claims
    • Must not attack other products or competitors
    • Must be related to the underlying content and must not be sensational
    • Must not contain company branding

    Content Image

    • Must be clean and crisp with a clear subject
    • Must not be primarily text
    • Must not be a before & after photo of a product’s effects
    • Must be tasteful (no eroticism, or “gross-out” images)
    • Must not distort the subject for effect
    • Must not contain arrows, circles, borders, highlights, etc.
    • Must be related to the underlying content
    • Must not contain a company logo or branding

    Landing Page

      • General
        • Content must be in the form of text and/or video
        • Content must match the content type of the campaign that it’s in (details)
        • Content must not be misleading or make fraudulent claims
        • Content may not generate pop-up windows or redirect the user to an unrelated page
        • Sponsored content must be clearly labeled
      • Obscene or Pornographic
        • Content that is deemed to be vulgar, indecent or in bad taste is considered non-compliant.  This includes, but is not limited to, content considered to be erotic or primarily sexual in purpose, such as adult-oriented material.
      • Discriminatory
        • Content that contains pictures or text advocating prejudice or discrimination against any race, national origin, religion, disability or handicap, gender, age, or sexual orientation is considered non-compliant.
      • Religious
        • Content from religious organizations does not run in the Content.ad network.
      • Political
        • Political content is defined as public policy, advocacy, political party or candidate content. Content.ad will use commercially reasonable efforts to make content opportunities available to all political organizations
        • Content that manipulates an image of a candidate is considered non-compliant.
        • Content that takes the form of an attack aimed at discrediting the opposing candidate or party is considered non-compliant.
      • Gambling*
        • Content that promotes betting, lotteries or gambling — unless it is for national or local government-sanctioned lotteries such as state-sponsored lotteries in the United States — is considered non-compliant..*This restriction does not apply to content targeted exclusively to the UK.
    • Tobacco
      • Tobacco, tobacco brand or tobacco product content does not run in the Content.ad network.
    • Prescription Drugs, Diet Drugs & Diet Regimens
      • Content offering unsubstantiated claims is considered non-compliant.
      • Pharmaceutical content to consumers must be in compliance with FDA guidelines for Direct to Consumer (DTC) content.
    • Marijuana or Illegal Drugs
      • Content on the subject of marijuana, legal or otherwise, or any illegal drug use is considered non-compliant.
      • Supplements that allegedly mimic illegal drugs or drug use, such as herbal ecstasy, “natural” Adderall, etc. are considered non-compliant.

    How do I set up content in a campaign?

    Once logged in, click on Campaigns in the left menu.  Next, click the campaign name that you want to use to create the new ad.  Next, click on the New Ad button at the top right which will bring you to the Campaign Content page.

    The following location macros can be used in the url or title.

    [Country]
    [State]
    [City]
    [Postal_Code]

    What are my options to upload content?

    All users can upload content manually, and premium advertisers can use our RSS feed management feature.  Content in manually-managed campaigns is controlled through the Content.ad admin, including pausing, editing, or deleting content.  Content in RSS-managed campaigns is controlled entirely through the feed at the URL defined by the user.

    For more information about which campaign management method is right for you, please contact support@content.ad.

    What image dimensions are recommended for success?

    The recommended image dimension is 300×250 pixels as some placements utilize higher resolution images to maximize performance. In order to make your content available to our entire network, simply provide an image with the recommended dimensions.  The minimum image dimension is 150×150 pixels.

    Once I’ve added content, how long does it take for it to be approved?

    Please allow up to 48 hours for your content to be reviewed by our team.  Until then, your content will appear under “Pending Approval” in the Campaign Content section. Once your content has been reviewed, you will receive an email notification.  If the campaign is active and has funds, the content will start running in the Content.ad network.

    Why was my content considered non-compliant?

    When campaign content is deemed non-compliant, you will receive an email notification detailing why each piece of content could not run in Content.ad.  There are many possible reasons that content was considered non-compliant (see our guidelines here), but most reasons can be addressed with a simple change to the content or landing page.

    How do I pause or unpause content?

    In the Campaigns Content section, locate the content you want to pause and click the green “Active” button to pause the content.  The button will turn gray and show the content as paused.  To unpause content, click the gray “Paused” button.

    How do I archive content?

    In the Manage Ads page in a campaign, click on the down arrow to the left of the ad and choose Archive. Once an ad is archived, you will be able to see it and view its statistics from the time it ran, but it will not run and you will not be able to re-activate it.

    To see the archived ads, click the Filter dropdown and select Archived. Choose Yes to see archived ads.

    To view reports click on the down arrow to the left of the ad and select View Report.

    What if I think Content.ad is linking to plagiarized content?

    Discovering original content that you have created on someone else’s website — content which they have taken and posted without your permission — can be a very frustrating situation. However, Content.ad only approves the headlines and images that appear in our Content.ad widget. We have no control over the content people post on their individual websites.

    That said, here are some actions you can take to protect your creative property.

    1. Contact the website owner or webmaster directly, and ask them to remove the content from their website. This information is usually found on a website’s “Contact Us” page, either in the header or footer of a website page.
    2. You can also choose to have your legal counsel contact the website owner or webmaster. Your legal counsel will be able to determine if this is a clear case of plagiarism or if it’s considered “fair use” and can be solved with a simple link back to your website. They may also suggest other legal courses of action you can take against the website.
    3. Here are some helpful articles about plagiarism that can educate you on the subject and possibly help you resolve the matter.

    http://www.writing-world.com/rights/plagiarism.shtml

    http://www.writeessentials.com/how-to-protect-your-marketing-copywriting-under-the-copyright-laws/

    http://www.plagiarismtoday.com/stopping-internet-plagiarism/your-copyrights-online/3-copyright-myths/

    There are also paid services like Copyscape (http://www.copyscape.com/) that can find if other websites have copied your work, and offer concrete steps in taking care of the situation.

    Best Practices to Scale Non-commercial Campaigns

    If you are a publisher driving traffic for audience development/engagement you should think about the following best practices to drive scale for your non-commercial campaigns.  Non-commercial content is typically of general interest and does not contain links to products, links to an advertiser landing page, or paid promotion of any kind. While the content itself can’t be commercial, other sources of revenue may appear outside the main content, ie. advertising in header, footer or right/left rails.

    How our Algorithms Work

    Content.ad is a performance-based network.  Our algorithms favor content based on eCPM, which is a combination of the CPC (cost per click) and CTR (click through rate) of your ad.  The more competitive your CPC and CTR, the more volume your campaigns will receive.

    CPC Adjustments

    Increasing your CPC is the single most important factor to boost traffic volume for your campaign. To increase your traffic volume, adjust your CPC with a significant increase, (ie: 25%+).  Due to network competition, significant CPC increases produce quicker results and more data, which allows faster optimization of your campaigns.

    We suggest increasing your CPC by a few cents or more to give your campaigns the best opportunity to increase traffic volume. Consider increasing the CPC until you see a change in traffic volume and continue making adjustments as needed to deliver volume based on your daily or total budget.

    When adjusting CPCs, allow up to 24 hours for the algorithms to test the change throughout the network for best results.  Reducing or setting the CPC back to the previous rate within 24 hours after an increase will reduce the ability to increase traffic volume.

    CTR Improvements

    The best way to improve CTR is to test unique headlines and images for each ad.  Avoid only testing the same headlines with a few image variations, or vice versa.  Also, avoid testing too many creatives at one time.  Ideally, you should test no more than 3 to 5 creatives at a given time for best results.  Be sure to add new ad variations daily or weekly to improve the ability to scale.

    Top Performing CTR’s:

    1.0% CTR + High-end
    0.50% CTR + Mid-range
    0.25% CTR + Low-end
    0.15% CTR + Low, Low-end

     

    *CTR is only one factor that determines your ad’s eCPM metric.  CPC is the other component as stated earlier.  So effectively, you may be able to deliver the same eCPM by increasing both your CTR and CPC.

    Top Performing CPC’s by Device and Geo:

    To gauge your ad’s growth potential, use these benchmark CPC’s* by Device and Geo:

    US INT’L
    Desktop $0.05 – 0.11+ $0.05 – 0.075+
    Tablet $0.035 – 0.07+ $0.020 – 0.07+
    Mobile $0.025 – 0.055+ $0.0150 – 0.055+

     

    *CPC is only one factor that determines your ad’s eCPM.  CTR is the other component as stated earlier.  So effectively, you may be able to deliver the same eCPM by increasing both your CPC and CTR.

    Geo-targeting:

    Marketing outside the U.S. can be a key driver to scale your campaigns.

    • Top markets to test:
      • United States, Canada, United Kingdom, Australia, New Zealand
    • Additional markets to consider:
      • France, Germany, Turkey, South Africa, India
    • Rest of the world:
      • All other INTL markets are included in this GEO

    Devices:

    Marketing to all device types is another great way to scale your campaigns.

    • Mobile:
      • #1 Volume opportunity
      • Fastest growth rate
      • Least saturated
    • Tablet:
      • Mirrors mobile in terms of opportunity
      • Performs similar to Desktop
      • High CTR’s
    • Desktop:
      • Largest % of Impressions
      • Most Saturated

    Top Performing Ads:

    Compelling ads that delivers top performing CTR’s is the biggest factor to drive engagement and page views.  Consider the following examples of top performing ad categories when creating your campaigns.

    • Celebrity, Entertainment, Lifestyle
    • Sensational, Outrageous, Shocking
    • Disturbing, Horrifying
    • Controversial, Polarizing
    • Unexpected, Timely, Captured Moments
    • Embarrassing, Funny, Hysterical
    • Sexy or Sexual in Nature

    Ratings:

    As an advertiser, you can view the content rating for your approved ads. Your content rating can be found under Campaigns>Manage Ads.  The content rating will indicate either a G, PG, PG-13 or R rating. The aggressive imagery rating will indicate either a High, Low or None rating. Please note that our Compliance and Content teams review the image, headline and landing page to determine the overall content rating.

    NOTE:  To maximize volume, be sure to create ads that receive content ratings across all the rating categories.  Ads that receive higher ratings may get higher CTRs while ads with lower ratings are able to serve in many more placements and are eligible for more impressions.

    To learn more about our content ratings and guidlines, please review information below.

    Guidelines to Follow:

    Content Rating

    G: Absolutely no suggestive content of any kind, including images of people showing any amount of skin.

    Examples of G Content
    G Samples

    PG: No sex-related or sensual content. Tasteful imagery associated with topics such as swimwear and fitness may include skin.

    Examples of PG Content
    PG Samples

    PG-13: Content includes sexual topics or non-explicit suggestive imagery. Includes terms and images that may be considered “sexy”.

    Examples of PG-13 Content
    PG13 Samples - Copy

    R: All of our sponsored content can be shown here. Content may be sexual in nature.  Ad content does NOT contain nudity, pornography or explicit sex.  (Note: This option may not be compliant with Google AdSense or other ad network policies.)

    Examples of R Content
    R Samples

    Aggressive Imagery Rating

    None: Content does not include aggressive imagery or text.

    Examples of No Aggressive Imagery
    None Samples

    Low: Content includes imagery that may be considered mildly aggressive.

    Examples of Low Aggressive Imagery
    Low Samples

    High: Content includes imagery that may be considered highly aggressive.

    Examples of Highly Aggressive Imagery
    High Samples

    Image Dimensions

    Some publisher placements utilize higher resolution images to maximize performance.  In order to make your content available to our entire network, simply provide an image with the recommended dimensions.

    • Recommended dimensions:  300×250 pixels
    • Minimum dimensions:  150×150 pixels

    Pausing & Activating Campaigns

    The length of time a campaign remains “Paused” can limit it’s ability to scale once its set back to “Active” as network performance is dynamic and changes daily.  If you notice your campaign is not performing at or near the same rate prior to setting it “Paused”, you should increase your CPC and CTR to improve the campaign performance metrics until you see an increase in traffic volume.

     

    Things to Avoid

    • Daily and Total Budgets
      • Limiting Daily and Total Budgets when attempting to scale campaigns
      • Suggestion:  Consider using Open Budgets
    • Geo and Device Targeting
      • Testing only one Geo if your campaigns accept traffic in other Geo’s.
      • Testing only one Device if your campaigns accept traffic for other Devices.
      • Limiting Geo and Device targeting to fewer than two countries or Devices may negatively impact your traffic volume in the network due to the performance variances between Geo’s and Devices. (The exception is if the campaign is only approved to run in a single geo and on a particular Device type.)
    • CTR
      • Not adding new content based on the assumption your current ads are still working
      • Suggestion:  Be sure to add 3-5 new pieces of content every 24-48 hours to improve CTR
      • Don’t rely on just CTR changes to improve CPM performance metrics
    • CPC
      • Don’t make modest CPC changes to increase volume, be aggressive to see results
      • Don’t rely on just CPC changes to improve CPM performance metrics

     

    Network Competition

    Performance can change at any time.  The network changes dynamically as advertisers adjust campaign settings.  If your adjustments don’t drive up volume, then campaign performance metrics did not improve enough to drive increased traffic.  Consider increasing the CPC even more and creating new ad variations until you see an increase in traffic volume.

     

    Content Rating Guidelines to Follow

    As an advertiser, you can now view the content rating for your approved ads. Your content rating can be found under My Campaigns>Approved.  The content rating is located below the headline and URL and will indicate either a G, PG, PG-13 or R rating. Please note that our Compliance and Content teams review the image, headline and landing page to determine the overall content rating.

    NOTE:  To maximize volume, be sure to create ads that receive content ratings across all the rating categories.  Ads rated R typically get much less traffic than ads rated as G.

    To learn more about our content ratings and guidelines, please review information below.

    Content Rating Guidelines to Follow

    G: Absolutely no suggestive content of any kind, including images of people showing any amount of skin.  No mature topics or depictions of violence.

    Examples of G Content
    ratings_examples_G

    PG: No sex-related or sensual content. Tasteful imagery associated with topics such as swimwear, body art, and fitness may include skin.  Select entertainment images and topics may include mild violence.

    Examples of PG Content
    ratings_examples_PG

    PG-13: Content includes sexual topics or non-explicit suggestive imagery, as well as violence in news or entertainment media.  Includes terms and images that may be considered “sexy”.

    Examples of PG-13 Content
    ratings_examples_PG13

    R: All of our sponsored content can be shown here. Content may be sexual in nature, sensational, shocking or outrageous.  Creative content does NOT contain nudity, pornography or explicit sex.

    Examples of R Content
    ratings_examples_R

    How Can I Include My Visitor’s Location in My Ad?

    When you create an ad, you have the option to include the visitor’s location in your headline and/or url.

    Location Options

    • [Country]
    • [State]
    • [City]
    • [Postal_Code]

    For example, if your enter a headline of “Online Dating in [City]” visitors in Los Angeles will see “Online Dating in Los Angeles”.