Frequently Asked Questions
Understanding Our Homeschool DSP
Like Facebook and Google Ads, there is no minimum ad spend. There is an initial onboarding fee as we get you started on our system. We help you learn the system by walking you step-by-step through:
- Installing your website pixels
- Creating initial strategies
- Designing your ad creative
- Coding your html5 ads
- Developing look a like audiences
- Setting up initial campaigns
- Analyzing and optimizing your campaigns
Facebook (which includes Instagram) is its own Demand Side Platform (DSP), Data Management Platform (DSM), and Supply Side Platform (SSP). This means that you purchase ads, create an audience, and display ads all within one narrow system.
Although it can seem a more effective system to have everything in one place, issues continue to rise on social platforms. For example, Facebook’s audience interest is built on post likes, comments, and clicks. If a user likes a homeschool post, that interaction is targeted for homeschool interests. But homeschool posts are most often liked and commented on by grandparents, family, and friends, not other homeschoolers.
According to a recent North Carolina State University study, Facebook’s targeted advertising algorithms are incorrectly assigning interest 30% of the time. Facebook doesn’t account for context when assigning interests (such as when a grandparent likes a homeschool post). It also doesn’t consider positive, negative, or neutral reactions to a topic when assigning interests. If someone is anti-homeschooling and comments or adds a negative reaction, they are assigned as homeschool interested.
As well, researchers found that actions as simple as scrolling through a page led to Facebook inferring an interest. According to this study, 30% of the inferred interests were inaccurate or irrelevant. That means 30% of your ad budget reaches the wrong people!
Our homeschool DSP uses data from our own 15 years in homeschooling plus one of the top three Data Management Platforms (DSM) to create a built-in audience that is truly interested in homeschooling. We gather the data from actual credit card purchases, homeschool website visits, Google exact search terms, and more! There’s no guess work in our DSP. It is based on actual, intentional actions.
The short answer is no, it does not affect DSP advertising. Here’s why:
In 2021, Apple upgraded to IOS 14 and significantly impacted apps on Apple mobile devices, including and most prominently, the Facebook app! No longer do they have the ability to target, retarget, determine ad frequency, measure performance, or detect a real user versus a bot clicking on an ad without the user’s permission. As of April 2022, only 25% of users have opted in. That means Facebook is shooting in the dark with 75% of your ads.
Facebook uses Apple’s IDFA (Identifier for Advertisers) to track users based on behavioral or demographic data. There are other ways to track users including device IDs (like Apple’s IDFA or Google’s AAID), browser cookies, and publisher-provided IDs (PPID) tied to user logins. Each of these methods have become increasingly difficult due to Apple’s IOS changes, Chrome’s initiative to phase out third party cookies, and a lack of PPID in the homeschooling market.
The number of trackable users will certainly decrease once browsers and device manufacturers restrict access to cookies or device IDs. Ad platforms are scrambling for solutions, but there is an existing passive identifier available on all platforms that offers household level precision: IP Address.
A user’s IP address may soon be the only reliable passive persistent identifier available (“passive” indicates that it does not require any action from a user such as logging in). It is available via an HTTP request on desktop, mobile, and connected TV.
Our homeschool DSP uses IP addresses to target, re-target, determine ad frequency and measure performance.
Google has two different advertising options. Google AdSense, the all-in ad network (DSP, DSM, and SSP), and Google Adx, known as the best ad exchange in 2023.
Although Google Adx lends more benefits for the publishers of web content, it also allows advertisers more control over advertising through ad placement and real time bidding. Google Adx, on average, results in a ROI of 20%-50% higher than Google AdSense. Well Planned Advertiser’s Homeschool DSP incorporates Google Adx in its ad exchange network.
Below is a list of ad exchanges and SSP your ads will be displayed on when using our Homeschool DSP:
Display, Video & Mobile
Ads are displayed on websites and apps in banner, audio, and video formats.
- Beachfront Media
- Emodo (Formerly Axonix)
- EMX Digital
- Google AdX
- Guaranteed Viewable Market (curated)
- Improve Digital
- Index Exchange
- Magnite DV+
- MediaMath Viewable Marketplace
- Microsoft Advertising Exchange
- ONE by AOL: Display MP
- Smart RTB
- The Media Grid
- Transunion Marketplace
- TripleLift Video/Display/Wizard
- Verizon Media Exchange
- Verve (mobile-only)
- Wunderkind (Formerly BounceX)
Ads match the look, feel, and function of the website where they appear. They fit “natively” and seamlessly on the web page.
- 33 Across
- MediaMath Native Marketplace
Ads are played on online streaming platforms like podcasts or music streaming apps.
- DAX Audio
- Salem Media
- Triton Digital
Ads are displayed on smart televisions, Amazon Fire TV, Apple TV, Roku, and Google Chromecast.
- Beachfront Media
- DirecTV NOW
- Magnite CTV
- MediaMath TV Anywhere Marketplace
- MediaMath TV Anywhere Performance Marketplace
- National Geographic
Digital Out of Home
Ads are displayed on big digital billboards on the streets and the outdoor displays in restaurants, cafes, shopping malls, gas stations, etc.
- Chive TV
- Clear Channel Outdoor
- Gloss Media
- Perpetual Media
- Place Exchange
- Zoom Media
Well Planned Advertiser is more than a DSP that uses a DSM. It goes beyond by incorporating a niche audience, a powerful DSP, and a data rich DSM.
In the world of ad exchanges, the longer a DSP is operational, the more in-house data it begins to compile. Using a DSM is a great start and a benefit for continually growing data information; however, the real power behind a DSP is the data of user interaction over time.
Well Planned Advertiser creates its audience based on data from 15 years in homeschooling, data of one of the top DSP platforms in the world, MediaMath, and data from a variety of top-notch DSM including IBM, Oracle, Double Verify, and Lotame.
Our Homeschool DSP has combined the rich data from our homeschool audience interactions with leading data partners to give you access to a DSP unlike anything else on the market!
Currently, there is no true comparison. Well Planned Advertiser is the only DSP with a built-in homeschool audience.
It’s important to understand, however, what DSP options are available. Because the quality of a DSP is its access points to data and publishers, it’s important to know which DSP platforms should be compared to each other. Well Planned Advertiser’s DSP access is also used by over 60% of all Fortune 500 companies.
The following list is the most comparable to Well Planned Advertiser’s DSP data access. At this level, there are no monthly fees because they are derived from a percentage of ad spend.
Xandr Invest – Minimum monthly ad spend required: $50k
Amazon DSP – Minimum monthly ad spend required: $50k
DV360 – Minimum monthly ad spend required: $100k
MediaMath – Minimum monthly ad spend required: $200k
The Trade Desk – Minimum monthly ad spend required: $1million
The following metrics are available in Well Planned Advertiser’s Homeschool DSP:
Impressions: How many times the ad was displayed
Clicks: How many clicks the ad received
Conversions: How many conversions the ad produced
CTR (Click through rate): The number of clicks the ad receives divided by the number of times the ad is shown
CPM (Cost per thousand impressions): The amount spent for 1,000 ad impressions
CPC (Cost per click): The amount spent to obtain a lead
CPV (Cost per view): The amount spent per video view
CPCV (Cost per completed video): The amount spent for a completed video view
CPL (Cost per lead): The amount spent to obtain a lead
CPCL (Cost per completed listen): This is the amount an audio cost
CPA (Cost per action): A calculation of the total cost of conversions by the total number of conversions
Plan and create your campaign with one of the following options:
Reach & Impressions: Use this objective to create brand awareness or announce new curriculum or services.
Traffic & Clicks: Use this objective for lead generation, brand awareness, and increasing web traffic.
Sales & Conversions: Use this objective to increase sales, re-target homeschoolers, and convert leads.
Video & Engagement: Use this objective to educate homeschoolers, grow your following, and engage with individuals.
Audio: Use this objective for brand awareness and brand investment.