Sign Up and Approval

Sign Up and Approval

Getting Started and Program Basics

Quick Start

Introduction

Adding Additional Sites

Glossary of Terms

Payment Information

Creating and Placing Ad Tags

Creating Ad Spaces

Placing Ads on Your TypePad Blog

Placing Ads on Your WordPress.org Blog

Placing Ads on Your Blogger Blog

Ad Tag Troubleshooting

Redirects & Default Ads

Optimizing Performance

Campaign Review

Managing Unsold Inventory

Search Engine Optimization

Keywords

Six Apart Media Tech Services

Best Practices for Ad Placement


Sign Up and Approval

Sign Up and Approval

The Application Submission and Next Steps

After submitting your application, Six Apart Media:

  1. Reviews your application and will respond within 10 business days
  2. If accepted, you will receive a welcome e-mail from Six Apart Media with instructions on how to create your ad spaces and copy and paste your ad tags in the appropriate space on your blog. (For blog-specific instructions, see Creating And Placing Ad Tags)
  3. It may take up to five business days before you are able to display ads on your blog and generate revenue.

Adify vs. Six Apart Media – what’s the difference?

Six Apart Media is an advertising program from the makers of TypePad and Movable Type. Adify is a third party technology platform that powers the Six Apart Media Advertising Program.

If you already have an existing Adify account:

To apply to Six Apart Media’s Advertising Program with your existing Adify account, please follow these steps:

  1. Make sure you are logged out of your Adify account.
  2. Once you are signed out, follow this site application link -http://app.adify.com/MemberPages/ApplyToNetwork.aspx?networkId=1803410 - which will direct you to the Application page.
  3. From the Application page, click the Sign in button at the top right corner and enter your existing User ID and password
  4. Click Apply New Site and you will be directed to a new application page; please complete your registration from this page.
  5. Once you complete and submit the form, your site will be linked to the Six Apart Network and approved by our content quality team within 48 hours.

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Getting Started and Program Basics

Quick Start

Quick Start

There are three key elements to getting your ads up and running:

  1. Decide where on your blog you want to place your ads
  2. Create your ad spaces and get your ad tags in Adify
  3. Place your ad tags on your blog 

Deciding where to place your ads on your blog:  Where you place your ads on your blog will depend on which platform you use and your blog's layout.  For example, if your right column is 200 pixels wide, you should create a 160x600 ad size to insert into your blog design.

See Best Practices for Ad Placement

Creating Ad Spaces

After deciding which ad spaces will fit within the dimensions of your blog, follow these steps:

  1. Log in to Adify at https://app.adify.com/SignIn.aspx
  2. From your account main page, select Create new ad space
     
    Create ad space 

  3. Create a name and description for the ad that makes sense with your site (ex. Name: Top Right Skyscraper; Description: 160x600 Ad Space)
  4. Under Text, make sure that Image and Rich Text Media is selected
  5. Under Size, select the ad size that you are creating (Six Apart serves ads ONLY to the following three sizes: 160x600, 728x90, and 300x250).
  6. Under Domain Name, put the URL for the page(s) that your ad will be running. (If the ad is running across every page, insert the URL for your homepage.)
  7. Set your rate card and minimum pricing. (Your rate card and minimum should be the same, and you should set them both as low as possible in order to access the greatest number of campaigns.)
  8. Select Open all clickthroughs in a new window.
  9. Select Done and you will automatically be redirected to Get your ad tags

image 


Note: Once your ad spaces have been created, you may go back in and retrieve your ad tags at any time by clicking Get Ad Tags from your main Adify account page.

Generating and Placing Your Ad Tags

Now that you’ve created your ad tags, it’s time to place them on your site.    Copy and paste your ad tags from the get ad tags screen.

Create ad space

image

To Implement:


 

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Introduction

Six Apart Media – Not your average ad network

Six Apart Media provides a blogger-friendly alternative to existing ad networks and creates compelling and profitable advertising opportunities for our bloggers.  An advertising program developed by bloggers, for bloggers, Six Apart Media offers a full suite of services and technical support to help make you a better blogger, including:

  • Custom advertising promotions and sponsorships
  • Educational opportunities, webinars and insights from leading blogging professionals
  • Increased traffic to your blog by promotion across Six Apart properties
  • Insight into upcoming product features 

Ad Sizes Employed by Six Apart Media

Six Apart Media uses only the following three standard ad sizes:

300 x 250 Ad Unit

image 

728 x 90 Ad Unit

 728x90 

160 x 600 Ad Unit

image

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Adding Additional Sites

Adding a Second Blog to Your Existing Adify Account

From the logged in homepage of your Adify account, select the green button, “Create New Site”. You will then be prompted to add the information for the additional site.  Do not re-apply if you are adding a new site. You should only have one log-in and password for all of your sites with Six Apart Media.

Find the create new site button on your homepage.

CreateNewSite 

Complete the information for the new site.

CreateNewSite2

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Glossary of Terms

Ad Size:  The size of the ad you will be running. Six Apart Media lets you choose the following three sizes: 300x250; 160x600; 728x90; 160x90 button

Above the Fold: The portion of the website you see without having to scroll down (defined as the first 500 pixels of your site).

Below the Fold: The lower portion of a webpage that you have to scroll down to access (the space below the first 500 pixels).

CPM: The cost per thousand ad impressions (cost per mille)

eCPM: Effective cost per mille. eCPM is a performance measurement for your site. eCPM is calculated by dividing total earnings by the total number of impressions in thousands. The measurement tells you your overall performance for a particular network.

Inventory: The number of page views that your site receives. For advertising, the page views, or impressions, are determined by the number of times that visitors see each of your ad spaces. Six Apart Media is selling your inventory to advertisers.

Minimum: Your minimum is the lowest amount you are willing to accept for an ad space.  Ads below your minimum will run our default ads unless you set up a redirect to your own default ads or another ad network. You should set your minimum as low as possible in order to access the greatest number of ads.

Pixel Width: Pixels are the unit of measurement used to state the size of ad spaces on a computer monitor. Six Apart Media only offers ad sizes in the following pixel dimensions: 160x600; 300x250; and 728x90

Ratecard: Your rate card value is the CPM rate that you wish to achieve for a particular ad space. Your rate card helps Six Apart Media set sales goals and project inventory. To start, you should set your Ratecard the same as your minimum.

Redirects: When you have cycled through all the campaigns provided by Six Apart Media and Adify, your account allows you to insert your own default ads, or redirect your inventory to another ad provider. This feature allows you to continue to monetize your inventory even after you have cycled through all your Six Apart Media and Adify campaigns. Within Adify, this is controlled through the Manage Unsold Inventory tab. Your default ads or ads from another provider will only show when you have completely cycled through the campaigns you have accepted from Six Apart Media and Adify, so pricing your redirects properly is critical to maximizing your profit.

Sell-through: The percentage of United States based impressions displayed on your site that are sold by Six Apart.

Sponsorships: A sponsorship is an advertising package purchased on one or more ad spaces on your site for a fixed period of time. A sponsorship is a guaranteed purchase, so it always has higher priority than a CPM or CPC campaign. Our ad server will always serve a sponsorship ad first.

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Payment Information

Setting up Payment Information

1.    Print off this W-9 form (or W-8BEN for non-US publishers)

2.    Fill out information Completely. (For non-US Publishers, only complete Sections I and IV)

3.    Scan and email your form to VIP@sixapart.com, or fax to 415-344-0829

Tracking Your Earnings

You’ll be able to track your performance (sold impressions and revenue) immediately. Adify provides real-time updates on the performance of your ads.

Payment Schedule

Starting in June 2010, Six Apart Media will pay out publishers directly.

Payout is net 45, unless your earnings are under $100 then your payment will be processed when your account earns $100.

Factors that Influence Payment

Your payment is affected by your traffic, the volume and CPM of campaigns, and your accept/reject settings. First, make sure that your minimum CPM is set as low as possible (if you are redirecting to another network, base your minimum price on the eCPM of the secondary network). Second, go in and make sure that you haven’t rejected campaigns that are doing well. Also, if you haven’t already, we suggest you redirect to a second provider, such as Google Adsense.

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Creating and Placing Ad Tags

Creating Ad Spaces

Before you can place ads on your blog, you must create ad spaces in Adify. 

The difference between creating ad spaces and placing ad tags

In order for an ad to run on your site you need to let Adify know the type of ad you would like to run on your site by “Creating ad space” in Adify. Once you have created the ad space and generated your ad tag, you need to carve out the real estate on your blog’s platform where the ad will run, this is called ”placing the ad tag” on your blog.

Deciding where to place your ads on your blog:  Where you place your ads on your blog will depend on which platform you use and your blog's layout.  For example, if your right column is 200 pixels wide, you should create a 160x600 ad size to insert into your blog design.

See Best Practices for Ad Placement

Creating Ad Spaces

After deciding which ad spaces will fit within the dimensions of your blog, follow these steps:

  1. Log in to Adify at https://app.adify.com/SignIn.aspx
  2. From your account main page, select Create new ad space
     
    Create ad space 

  3. Create a name and description for the ad that makes sense with your site (ex. Name: Top Right Skyscraper; Description: 160x600 Ad Space)
  4. Under Text, make sure that Image and Rich Text Media is selected
  5. Under Size, select the ad size that you are creating (Six Apart serves ads ONLY to the following three sizes: 160x600, 728x90, and 300x250).
  6. Under Domain Name, put the URL for the page(s) that your ad will be running. (If the ad is running across every page, insert the URL for your homepage.)
  7. Set your rate card and minimum pricing. (Your rate card and minimum should be the same, and you should set them both as low as possible in order to access the greatest number of campaigns.)
  8. Select Open all clickthroughs in a new window.
  9. Select Done and you will automatically be redirected to Get your ad tags

image 


Note: Once your ad spaces have been created, you may go back in and retrieve your ad tags at any time by clicking Get Ad Tags from your main Adify account page.

Generating and Placing Your Ad Tags

Now that you’ve created your ad tags, it’s time to place them on your site. Copy and paste your ad tags from the get ad tags screen (located in the center of the screen).

Create ad space 

Selecting create new ad space will take you to the following screen:

image

 

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Placing Ads on Your TypePad Blog

TypePad users should use the Ads by Six Apart Media widget to implement ads on their sidebar. 

AdModuleScreenshot for ETP1

Go to the Design tab, click Content and choose the following:
Category: Ads by Six Apart Media
Module: Ad Tags

 Click Add this Module and choose the ad space you would like to add to your sidebar from the drop down.  Then, paste your ad tag code from your Adify account into the text box and click Save.  Please note:  You must first create ad spaces in your Adify account in order to generate the ad code necessary to implement this module. 

You may now drag and drop the sidebar modules to arrange them in the order you prefer.  Please refer to our Best Practices for Ad Placement if you have any questions.

To set up the 728x90 or 300x250 ad size, you will need to use Advanced Templates and set up a custom module for the corresponding ad space. You will then insert the ad tag into the module.

To recap:

For 160x600 Ad Size in TypePad

  • Go to Design tab
  • Click Content
  • Category: Ads by Six Apart Media
  • Module: Ad Tags 
  • Choose ad space
  • Copy and paste ad tag into the text box

300x250 and 728x90 ad sizes on TypePad 

Most available Pre-Defined Themes in TypePad will only let you run the 160x600 ad size on your sidebar. To run the 300x250 ad size you will need to select the ‘Asterisk White/Black (Wide)’ theme with one of the Classic layouts. If you are using Custom Themes you need to ensure that your General Page Settings for columns are set to 300 pixels wide and you are using a Classic Layout (not a Mixed Media Layout).

For Advanced Template Users

To set up the 728x90 ad size or custom placements of the other ad sizes, you will need to use Advanced Templates and set up a custom module for the corresponding ad space. Here's how:

  1. After converting your templates to advanced templates go to Design.
  2. Since we want to have the ad tags as a module we can put in any template click Create new template module.
  3. Name your module something obvious like 728x90.
  4. Copy and paste your ad tags into the Module Body and then Save. You should now see the 728x90 template module in your list of Template Modules. Now let’s add it to the design.
  5. Go to the Main Index template: Design > Content > Main Index template. Look for the code for the beginning of the banner.

    <!-- banner -->
    <div id="banner">
    <div id="banner-inner" class="pkg">


    We’re using the MTInclude tag to tell TypePad to include one of our template modules.
  6. Add the code right above the<!-- banner --> tag. Here’s an example:

    <MTInclude module=”728x90”>

    <!-- banner -->
    <div id="banner">
    <div id="banner-inner" class="pkg">

  7. Save the template and then View weblog. Verify that the ad tags are now showing properly.

Now, go make the change to the Archive Index, DateBased Archive, Category Archive, Individual Archive and Pages templates.

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Placing Ads on Your WordPress.org Blog

(Please note that those with Wordpress.com will not be able to run ads with SAM.)

Log into your blog. Click on the Design tab.

For a banner ad (728x90)

  • Go to Themes
  • Click Theme Editor
  • Click Header

Scroll down to <div id = “page”> and place the ad tag under that line

For a skyscraper (160x600) or a rectangle (300x250)

  • Go to Widgets
  • Click Add text
  • Save Changes
  • Click Edit Text
  • Copy and paste Ad Tag into text box

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Placing Ads on Your Blogger Blog

For all three ad sizes (Blogger has a custom format with a wide sidebar and bottom of the page leaderboard)

  • Go to Layout tab
  • Click Add a Gadget (either on the side bar or bottom of the page)
  • Select HTML/Javascript from the list of Gadgets.
  • Gadget Name: Choose a name for your list (ex. Sponsor ads)
  • Copy and paste the ad tag into the HTML/Javascript box

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Ad Tag Troubleshooting

Ad Tag Content

When you first get accepted into Adify and you generate and place your ad tags, you will see ads appearing on your site within 24 hours. Also, please allow up to 72 hours to see campaigns come into the pending and potential folder.

During the initial ramp up, we’ll begin adding your site to existing campaigns. During the first 30 days, sell-through will steadily improve, as will your eCPM, and you’ll have an increasing number of media buys to review and approve.

Troubleshooting Ad Tags

If your ads are displaying partial content, the most likely cause is you’ve created an ad size that is larger than the space allows on your site. Make sure that you are only running an ad size that you can accommodate into your blog’s layout, by first checking the pixel width of the column or side bar and comparing it to your ad sizes. Ad sizes are defined by pixel width by pixel height – i.e. a 300x250 is 300 pixels wide and 250 pixels high. For example, if your right column is 200 pixels in width, you may not run the 300x250. Instead, you should display a 160x600.

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Redirects & Default Ads

While Six Apart Media has already done some of the heavy lifting by implementing default ads for all publishers, you may elect to run your own default ads via another ad provider or your own creative.  Your default ads or redirects will only show when you have completely cycled through the campaigns you have accepted from Six Apart Media, so pricing your redirects properly is critical to maximizing your profit.  See the section on Managing Unsold Inventory for more information.

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Optimizing Performance

Campaign Review

Adify allows you to review and approve campaigns that run on your blog.

Use the Media Buy Review tab to manage these settings.

Manage Media

By choosing to review ads based on your review preferences, you will be able to look at an ad before letting it run on your site. If a media buy is sitting in the queue for 24 hours it will automatically be accepted.

Ad Review Preferences

You can modify your default campaign review preferences by clicking Edit Site > Edit Site Options on your Adify homepage:

Media Buy Review Settings

Each ad space in your account has a minimum price associated with it.  Six Apart Media recommends you set your minimums at $.01 to start so that your blog participates in all Six Apart Media campaigns.

From the Media Buy Review tab you can review and either accept or reject any campaign from the Pending, Accepted, Rejected and Potential tabs.  To review the creative for the ad in question, click on show under the Media buy column.  The preview feature will display the ads running for that campaign. 

Six Apart Media Creative Standards

Six Apart Media has a thorough screening process to ensure the highest creative standards are met. On rare occasions, due to creative adjustments by the advertiser, an ad that fails to meet our quality criteria will show. If you happen to see a questionable ad, please take a screenshot and send it to us so we can remove it as quickly as possible.

Media Buy Review – Potential vs. Pending Tab

Pending:  New campaigns that you have indicated you wish to review prior to their acceptance. After 24 hours, these campaigns will be automatically accepted.

Potential: Ads will go into this category when your site is not set up to run 1 or more ad sizes for a particular campaign. To participate in these campaigns, you will need to format your site to accommodate additional ad sizes. Keep in mind, most campaigns run several ad sizes, so even if a campaign shows up in your potential tab, you are most likely running one of the 3 ad sizes.

If no ads are displaying and everything is showing up in the potential tab, you have probably set up your ad tags incorrectly. Please refer to the instructions for creating and placing ads or contact VIP@sixapart.com.

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Managing Unsold Inventory

Unsold inventory is an ad impression on your site that has not been sold by Six Apart Media. In the event that an ad has not been sold, you have the control within the system to tell Six Apart what to put in the ad slot. You can use the unsold space with a Default Ad to promote internal products, drive traffic to another blog or you can use it to make money by uploading a redirect.

Default ads are “filler” for unsold inventory.  We strive to sell out 100% of your inventory through our national sales team working with top brand advertisers.  When your blog requests an ad from Six Apart Media, we serve as many paid impressions as possible based on targeting, CPM and inventory. Currently, when Six Apart Media hasn’t sold out 100% of the inventory, an unpaid Public Service Announcement (PSA) is served to ensure something shows up. In this case, if you have a default ad set up, it will pre-empt the PSA, so you are earning the most from each ad placement. If you choose not to set up default ads, Six Apart Media will implement default ads for you.

Setting up Google AdSense as Your Default

Take the following steps to set up default ads:

Step 1: Obtain ad tags from your Google Adsense account

Step 2: In Adify, under the Sell Tab, check the Ad Space for which you would like to set up your default, and under Edit selected ad spaces, select Manage Unsold Inventory.

Step 3: Select Redirect to another provider and paste in the Google Adsense tag. Click Save.

Step 4: For each additional ad space, repeat steps 2 & 3.

Setting Up Your Own Default Ads

Take the following steps to set up your own default ad:

Step 1: Under the Sell Tab, check the Ad Space for which you would like to set up the Default, and under ‘edit selected ad spaces’, select ‘Manage Unsold Inventory’.

Step 2: Select ‘Use my own ad’.

Step 3: Select ‘Upload image and rich media ad’.

Step 4: Select image size and browse and upload your .TXT or .HTML file. Be sure that your file’s dimensions exactly match those of the ad space, and also make sure to include a destination URL.

Step 5: Click ‘Add’. You have now added this file to your ad library. You can access this file and place it as your Default Ad. Check the desired ad, and click ‘Add selected ads’. You will see your selected Default Ad next to the ad space.

Getting paid for default ads

Adify does not track the performance of unpaid default ads. Your earnings will show up as unpaid impressions and you will receive a lump sum payment as a line-item on your monthly statement.

Our default price will fluctuate and we aim to stay competitive with Google Adsense. This is a strategy we’ve implemented as a service to our customers in order to serve something more favorable and rewarding than unpaid PSAs.

Setting the Pricing When Redirecting to Another Ad Network

If you redirect your ad spaces to another provider, set your minimum just slightly higher than what you earn through your redirect ad solution. For example, if you earn a $.50 CPM through a redirect to Ad Provider X, set your minimum at $.51 (or if your Google AdSense has an eCPM of 11 cents, your minimum CPM should be set to 12 cents). If you do not redirect your inventory to another provider, set your minimum at $0.01. This will ensure that you are included on the maximum number of campaigns sold by Six Apart Media.

To set pricing, go to the sell tab and click edit selected ad space > edit ad space pricing

Default Ad Reporting

The number of Unsold Impressions is the number of times your default/redirect ran.

Six Apart Media Default Ad Standards

Default ads served by Six Apart Media will adhere to the same quality standards as our premium ad inventory.

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Search Engine Optimization

SEO

There are two keys to unlocking the power of search engine optimization (SEO): Relevance and Popularity

Relevancy and popularity are the foundational elements that will create long-term success for your blog. When you understand what these terms mean and how to use them to your advantage, they will help you attract loyal readers and valuable referral traffic from other blogs and websites.

  1. Relevance: the measure of how appropriate a given web page is for a particular search term. Pages or sites that are judged to be more relevant are given higher rankings.
  2. Popularity: the quality and quantity of the sites that link back to your site. These links aren’t directly in your control; someone else has to link to you. In a sense, each inbound link is a “vote” that endorses the quality of your content; the more prominent sites (with higher “voting power”) that link to you, the higher your rankings will be.

How to Make Your Blog Relevant

Provide high quality content. Create an information-rich site that contains useful information that will capture the interest of readers.

  • Use descriptive terms on your tags. Your headlines, titles, and image tags should all contain clear, descriptive language that makes it easy for the search engines to determine the content of each post.
  • Don’t cheat. If you fill your pages with keywords or post multiple copies of the same page under different URL’s, the search engines will penalize you for cheating.
  • Submit an XML Sitemap. An XML Sitemap is a file format specially created for search engines to quickly index a blog or site every time new content is published. TypePad users - go to Configure > Publicity: Publicity Preferences and set Generate Google Sitemap to On.

How to Build Your Blog’s Popularity

Link to other sites. If you want sites to link to you, you’ll have to take the first step. Create a blogroll and include blogs that you read, and blogs that are respected in your industry.

  • Find other sites that will link to yours. These links are called “inbound” links, and they make your site more credible to the search engines. The more prominent sites that link to yours, the higher your rankings will be.
  • Encourage participation. Blogging is a social exercise, and participation is one of the most effective was to gain popularity. Engage in conversations on forums and leave constructive comments on other sites. Take advantage of every opportunity to link directly back to your blog in the comment section. Solicit feedback on your blog by asking questions and responding to commenters.
  • Reach out to sites that send you traffic. If a particular site begins sending you traffic, reach out to the webmaster or blogger by featuring them in a post, or posting an exclusive interview. This will increase the interaction between your sites.

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Keywords

Keywords are specific words and phrases that people use over and over again when they search for things online. By studying the words that people type into search engines, and incorporating those words in your post titles and text, you’ll be able to capture more of the people who are searching for exactly the type of content you’re creating.

Here’s an example: If you are an airline and you want to grab search engine traffic for ‘low fares’ you probably won’t have much success if you use those words. Many consumers don’t call plane tickets ‘fares’ or think of them as being ‘low.’ If you substitute the words ‘cheap flights’ instead, suddenly you’re using the language that real people use when they search.

To learn more about keywords, and find out which ones are important for your industry, check out these resources:

  • Google AdWords Keyword Tool (Free)
  • Microsoft adCenter Labs (Free)
  • Keyword Discovery
  • Wordtracker


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Six Apart Media Tech Services

Six Apart Media provides technical assistance and blog tune-ups to TypePad bloggers. Please let us know if you would like assistance with anything related to blogging and we will work with you to find solutions to your problems.

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Best Practices for Ad Placement

Ad Tag Placement

  • Place at least one standard ad placement and the Six Apart Media badge (160x90) above the fold on your page at all times. (Above the fold is defined as the first 500 pixels)
  • Place as many of the three ad sizes on your page as your site’s format will allow.
  • Space ads of the same size a minimum of one page length apart (approximately 800 pixels).
  • No more than three ads should be showing above the fold
  • Understand how visitors use your page and place ads in proximity to relevant, highly trafficked content. Track and optimize your performance by moving ads around and using Adify to see what works best
  • If you are placing 300x250 ads between your posts (using advanced templates on TypePad or a custom html format), use no more than one ad tag for every 3 posts.

For the premium advertising campaigns, advertisers use an optimization formula and delete sites that aren’t performing well. The optimization formula is based on factors such as traffic and CTR. Your ads will perform better if they are placed in the highest visibility sections. Likewise, when you place the same sized ads next to one another, the performance drops dramatically and you are likely to be optimized out of a campaign.  

Placing two ads of the same size on one page, requires unique ad tags for each placement (i.e. “Skyscraper Left Top”, or “Skyscraper Right Bottom”). Each ad tag must appear only once per page.

These guidelines for ad placement apply to all ads showing on your page, even if you are running ads from multiple networks. For example, do not place two ads of the same size next to each other even if they are from two different ad networks.

Running the Six Apart Media Badge

Members of our ad network are required to display the Six Apart Media badge. You will need to create the ad space and generate the tag in Adify the same as you would for the other three ad sizes – create an ad space for 160x90, copy the ad tag for that space, and place the ad tag into your blog template.

Running multiple ad spaces with the same dimensions on one page

You can have two or more of the same ad sizes on one page as long as they are separated by at least one screen’s distance apart (meaning you cannot see both ads at the same time. You should not have more than one ad space in close proximity to another ad of the same size on one page. The reason for this is that it causes the ads to compete with one another and the performance will be harmed.

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