Where and how will my ads be shown?

Ads appear on Tumblr.com and within the Tumblr app for iOS and Android. Blaze Pro supports several different placements on Tumblr which are selectable in the ad creation workflow and are outlined below. 

What do I need to start advertising with Blaze Pro?

All you need to start advertising on Blaze Pro is a website to link to, image-based creative for the ad, and a valid payment method.

How do I create a campaign?

Create a new campaign by clicking the New Campaign button in the campaign list view.

How do I edit a campaign? 

To edit a campaign and view performance details, click the campaign name in the campaign list.

How do I create an ad? 

To create a new ad, first select a campaign and then click “New Ad” in the upper right corner of the campaign details page, or if no ads exist in the campaign yet, click “Add first ad” in the main panel.

Which placements should I choose? 

We typically recommend selecting all placements for your ad to maximize deliverability and overall visibility of your ad. You may elect to test ads in specific placements in Tumblr as a way to pursue higher performance.

Which locations should I target?

Location targeting is recommended whenever your product or service is only available to certain geographic areas, or your target audience is concentrated in certain areas. Advertisers can select country, state / province, city, or regional location targeting. Ads will be delivered to users in all locations selected per ad.

Which languages should I target? 

The primary language used on Tumblr is English. Bearing this in mind, select the language(s) that are most appropriate for your target audience, especially if they are not expected to be using English on their devices. 

Which interests should I target? 

Interest targeting is based on the content currently being viewed when your ad impression is delivered. Consider targeting topics that are directly relevant to your ad, as well as topics that are often of interest to your target audience even if they are not directly related to your offering. 

What age groups should I target? 

Any age-restricted product or service must exclusively target users who are legal consumers of that offering. Beyond this, we recommend the broadest age targeting that is aligned with your target audience.

Which devices should I target?

We recommend targeting all devices unless your target audience is known to have a significant tendency to use a specific OS or device. 

How should I set the budget?

Ad budgets are set for the total lifetime of the ad, and Blaze Pro will attempt to deliver impressions evenly throughout that ad lifetime, within the budget. To set a target for impressions delivered within a specific period, (day, week, etc.) calculate the appropriate total budget against campaign duration and CPM bid. 

How should I choose the frequency cap?

The frequency cap is the maximum number of impressions that will be served to any given user within the selected timeframe. The appropriate frequency cap depends on the nature of your campaign. More than one impression is generally considered necessary to drive action, but the optimal frequency cannot be generalized.

If you do not already have a target frequency in mind for your campaign, we recommend starting with a frequency cap of 5-10 per day and experimenting with the impact of frequency cap on performance across multiple campaigns. 

How should I schedule my ad?

You can use the scheduling features to set the duration of the campaign in days, with times and dates set according to US / Los Angeles time zone. Ads will start running after they are reviewed and approved, which typically takes about 6 hours. We recommend scheduling campaigns for a sufficient duration to stabilize performance, typically 1-2 weeks at minimum. Campaigns can be canceled before the scheduled end date if necessary.

What’s an ad account? 

Ad accounts allow a single Blaze Pro user to advertise multiple brands using one Blaze Pro account. Creating a new Ad Account simply changes the logo and advertiser name that appears in the upper left hand corner of your ad.

Ad Accounts are useful for advertising agencies with multiple clients, or businesses with multiple brands. New ad accounts can be created quickly and easily from the Ad Details section of the ad creation workflow. 

What should I choose for my creative?

Visual creative must be an image uploaded as PNG, JPG, or GIF. Animated GIFs are supported. Aspect ratios of 1:1, 4:3 and 16:9 are supported, with a minimum resolution of 600×600 and a maximum file size of 5MB.

In terms of content, we suggest adhering to best practices for your brand, while adapting your style for Tumblr as appropriate. Browsing content on Tumblr that is aligned with your interest targeting can be a good way to generate inspiration for Blaze Pro ads in particular. 

How do I set URL parameters? 

The URL parameters field is offered as a convenience for adding UTM or other URL parameters without having to format the URL manually. Add one parameter per line and they’ll be added to the URL with proper formatting. 

How do I check the performance of my campaigns and ads? 

To navigate to the campaign view, click the Blaze Pro logo. To check the performance of a given campaign, click the name of the campaign. Individual ad performance is summarized under the campaign details. To view detailed performance over time, click the bar chart icon.

What is Status?

Status indicates whether an ad is currently running.

What is CTR?

Click-Through Rate (CTR) is the ratio of the clicks your ad received to the impressions served for that ad during the reporting period.

What is eCPC?

eCPC is Effective Cost per Click, which is simply the total spent on the campaign divided by the total number of clicks. Blaze Pro uses a CPM bidding model, so CPC is “effective” rather than a set parameter of the campaign.