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Advertising Games and Items

Advertising Games and Items

Sep 25 2019, 2:01 PM PST 5 min

Roblox allows developers to upload image advertisements for games, models, audio, clothing, etc. When the image is clicked, it goes to the item that you’re advertising.

How it Works

Developers don’t buy ad space on Roblox — instead, they bid for it in an auction. There’s a limited amount of ad space to go around, so an auction is run and the developers who are willing to pay more get more impressions (ad displays).

Imagine there are 3 ads in the system (there will often be hundreds):

Ad Bid Amount
A 50
B 100
C 300

When a player loads a page on roblox.com, A, B, or C is shown at random — but they aren’t given equal odds. The chances that a specific ad is shown is equal to that ad’s bid, divided by the total bid for all ads in the system. So, assuming the bid amounts above:

  • The chances that A shows = 50 / (50 + 100 + 300) = 1 in 9
  • B, with a bid twice that of A, will show twice as often: 2 in 9
  • C, with the highest bid, will show about 6 times more often than A: 6 in 9

Ad Types

There are 3 different sized ads: banners, skyscrapers, and rectangles (see pixel sizes in the table below). A banner ad can’t go in a skyscraper slot and vice versa. Thus, unlike the example above, there are actually 3 separate auctions running at all times for the different ad sizes.

Advertising Terms

Here are some terms you should know:

Term Description
Impression Every time a user sees your ad, that is 1 “impression.”
Clicks Every time a user clicks on your ad, that is 1 “click.”
CTR CTR is short for “Click Through Rate.” Simply, it is the percentage of people who see your ad that also clicks on that ad (clicks/impressions). If everyone who sees your ad clicks on it, you have a CTR of 100%. Good ads have a high CTR. A high CTR means you are buying clicks for cheap. A low CTR means you have to show your ad to a ton of people to get many clicks, and that is expensive.
Run When you bid to display an ad, you are launching the ad on a “run.” Currently all runs last for 24 hours.
Banner A banner ad is 728×90 pixels in size. These may appear on the top or bottom of the Roblox website.
Skyscraper A skyscraper ad is 160×600 pixels in size. These may appear on the left or right side of the Roblox website.
Rectangle A rectangle ad is 300×250 pixels in size. These typically appear on the right side or bottom of the Roblox website.
Ad Campaign An “ad campaign” is a series of ads that are all advertising the same thing. The Roblox ad system doesn't support campaigns specifically.
CPC CPC is short for “Cost Per Click.” The Roblox ad system does not currently show you your CPC, but it is a very useful concept. Put plainly, it is the number of Robux you have to bid to get a single click. Good ads will have a low CPC; bad ads will have a large CPC.

Creating Ads

To create an ad, go to your Create page, find the item you want to advertise, click the gear icon on the right, and select Advertise. This will bring you to a page where you can get the ad templates and upload ads.

Running Ads

Once you’ve created and uploaded at least one ad, you can run an ad campaign. Return to the Create page, click the User Ads tab, and you’ll be directed to a page where you can manage your ads. To start running an ad, select Run Ad from the context menu within its row, enter a bid amount in Robux, and click Run to start the campaign.

Tags:
  • advertising
  • marketing