Previously we come to know how ad operations is important for every ad agency. If you are thinking to be integral part of ad ops and wants to develop career interests in advertising operations, know about the exciting ad ops professional’s daily life.
Imagine you are part of ad ops department and you arrive at work. You will find the trafficking requests via email, excel sheet attached over mail. Along with this, your manager ask you to monitor the campaign and optimize under- or over-delivering campaigns. Also request hit to your mail box to verify impressions/conversion numbers for billing purpose. You are new to this field and don’t know what to do. Don’t worry! These are the regular tasks handled by ad ops guys, first let’s know what each tasks mean in short and simple way.
Let’s get started.
Step 1: Receive Request
You generally receive requests through mail and you should aware about organizing mails properly. It should not be like to receive all mails in Inbox, follow best practices to categorize the mails, make separate folders and apply rules so receiving mail will automatically will go into respective folder. For ad ops, well organize and tracking of all requests are essential to prioritize the work.
Step 2: Prioritize Request
You receive requests of random tasks like inventory availability check, campaign launch, monitoring campaigns, optimization, technical troubleshooting, discrepancy check, etc. Prioritize all these random tasks on the basis of revenue impact. Think about the tasks and how much is it revenue impacting. If the requests is about the campaign launch, check the flight date of campaign and budget. If the technical troubleshooting impacting revenue, give more priority to it. You will learn prioritization when you come across all tasks practically. Take the help of ad ops manager and know about the client needs and expectation. Always keep in mind about the client SLA when executing the tasks.
Step 3: Inventory Availability Check
This is the first step of ad ops guys tasks and it is executed before campaign launch. It is required to check inventory availability which helps to know are we able to deliver the campaign as per given goal or not. Check the inventory according to the campaign requirements like geo location, ad size, type of ad, duration of campaign, operating system, device, which other competing campaign using the same inventory, etc. Double check inventory availability carefully to avoid any issues later.
Step 4: Pre-QA
Before trafficking a single line, check about the campaign requirements, have we received all the assets to launch campaign, all the details are clear mentioned by media planners, sales operations team and if you are not clear anything solve it and then only proceed to launch campaign.
Step 5: Trafficking
This is the core part of ad operations. It’s campaign launch for the clients. Trafficking is the process of launching campaign on various ad server. There are many ad servers available and each has different technical requirements. Ad ops are very careful about every step in the campaign launch process. Many ad ops team documented all the specifications of ad server, technical requirements and other essential things to follow in launching campaign. These documents are essential to save time when new ad ops guy working on ad server and wants to know the process.
Step 6: QA
Human errors happens during campaign launch. Common errors are macro not implemented properly which leads to discrepancy, required geo not targeted properly, tags implemented incorrectly, etc. These errors impacts heavily on revenue. To avoid this, QA is must. Before going campaign live fully, all line items in the server should be QA. Prepare extensive QA checklist that offers maximized efficiency and minimized errors.
Step 7: Screenshots
You may think screenshots is very average work and anyone can do it. Also you may think we are manipulating the advertisers with mocking creative on ad slot on given publishers. Practically lots of ads get serve on publishers via various ad servers and probability of getting our client ads is very less. Hence, screenshot comes in the picture. Screenshot as the name indicates, to take screen grab with our client ad on publishers where ads are getting served. To perform this task, check the ad slot on publisher and mock the creative perfectly in ad slot. Keep in mind about the variety of browsers, devices and sites/apps.
Step 8: Reporting & Analyze Reports
During campaign running and after end we need to check the performance. Do our campaign pace as per requirement, do our impressions/clicks/conversions numbers matching with client reports, check the discrepancy, etc. If report has discrepancy more than 10%, then check the issues technically and troubleshoot it. 10% discrepancy is acceptable as every ad server has different functionality. If all things good, then go ahead pull complete report for billing purpose. If reports indicates on going campaign under delivering or over delivering, then optimize the campaign to meet the daily requirements.
Step 9: Monitoring and Optimizations
After monitoring if campaign is under-delivering and if we are not able to hit the campaign goal, then after negotiating with the client we can optimize the campaign. Here are a few optimizations: Extend Campaign Dates till we can hit impression goal, Increase Priority to pace up the delivery, lower the frequency cap to increase impressions, etc. During optimizations always keep in mind competing campaigns which are using the same inventory. If competing campaigns has more more duration for delivery, then adjust the pacing so that our required campaign will get more inventory. For optimizations, consider KPI provided by client, some example of KPIs are CTR 0.5%, VCR (Video Completion Rate) 75%, Daily conversion 100, etc.
Step 10: Create Reports
After successful completion of campaigns, create reports for internal and client purpose. Provide a full campaign delivery report for your advertisers at the end of each campaign and at the end of each month. Provide full information to advertiser which includes clicks, conversions, CTR, VCR, creative usage, timing, etc. Give your clients clear insight into how the campaign worked well and how it can be done even better next time. Prepare case study for internal team, so you can give better solution and experience next time.
Finally, you come to know about Day-to-Day Life of Ad Operations. To execute all these tasks turn around time is very important. Clients today seek for turned around quickly with best results. Now you certainly ready to splash into adtech operations to give your best value to your team and clients! Develop best practices in ad ops field and keep rocking!