What is Google Ads Manager? How does it work and what are the differences between Google Ad Manager and other advertising platforms? Let’s find out with Bigfouth LTD in the following article.

Introduction to What Is Google Ad Manager

Google Ad Manager (GAM) is a comprehensive ad server and management platform designed by Google to help publishers manage their entire digital ad inventory across devices and formats.

With GAM, publishers can:

Manage ad campaigns and line items
Sell ad space directly or programmatically
Control creatives and placements
Leverage advanced targeting options
Access detailed performance reporting

It is the next step up from Google’s AdSense, with more sophisticated features and higher revenue potential.

Some key advantages of Google Ad Manager include:

Feature	Benefit
Unified auction	Increased demand and yield
Granular targeting	Higher CPMs
Programmatic deals	Flexible monetization

By centralizing ad operations, GAM makes it easier for publishers to optimize ad revenue and growth. This guide provides an overview of its core capabilities.

Key Features of Google Ad Manager

Google Ad Manager is packed with features to help publishers manage ad inventory, create and deliver campaigns, and generate actionable reports.

Inventory Management

The inventory tab is where publishers can configure their available ad spaces or ad units. You can set up different sizes, formats, and targeting capabilities for each individual unit.

Other inventory components include:

Mobile apps – Manage in-app ad spaces
Key-values – Create custom targeting parameters
Targeting presets – Save and reuse targeting configurations

With robust inventory organization, it’s easier to sell your ad spaces and maximize revenue.

Line Items

Line items contain the core details for each ad campaign, including:

Budget or impression goals
Start and end dates
Targeting criteria
Ad creative specs
Billing method

Line items belong to orders, which represent advertisers. You can assign different priority levels to each line item to control the ad serving sequence.

Creatives

The creatives tab lets you upload and manage the actual ads or creatives. You can traffic image files, videos, HTML5 creatives, or just input the ad tag.

GAM will store and serve each creative according to the specifications set in the associated line item.

Targeting Options

What Is Google Ad Manager enables advanced targeting through a variety of options:

Key-values – Custom parameters for matching ads to inventory
Geography – Country, region, city, etc.
Devices – Desktop, mobile, tablet, etc.
Browsers – Chrome, Firefox, Safari, etc.
Frequency capping – Limit impressions per user

Layering different targeting methods allows you to create laser-focused segments and increase the value of your ad spaces.

Reporting

GAM provides a powerful reporting interface to analyze performance data. You can:

Build custom reports with multiple dimensions and metrics
Export results to Excel, CSV, etc.
Schedule and email reports
Use templates for quick reporting

Segmenting data by line item, order, creative, placement, or other dimensions gives you visibility into what’s working and what’s not.

Additional Capabilities

Other notable GAM features include:

Automated ad trafficking and delivery
Forecasting inventory availability
Direct integrations with AdSense and Ad Exchange
Programmatic demand channel
Native ad support
Robust admin tools and user permissions

With its comprehensive capabilities, Google Ad Manager provides publishers with an all-in-one platform to optimize ad monetization.

How Google Ad Manager Works

Now that we’ve covered the key capabilities, let’s look at how What Is Google Ad Manager actually functions under the hood.

Unified Auction

One of the core components is GAM’s unified auction, which brings together demand from multiple sources:

Google Ad Exchange – Programmatic demand
AdSense – Google’s ad network
Open bidding – Approved third-party demand partners
Header bidding – Client-side wrappers

Rather than running separate auctions, GAM uses a single simultaneous auction to surface the highest bid across all demand sources vying for each impression.

This simplified flow increases competition, drives up pricing, and boosts publisher yield.

Programmatic Deals

In addition to real-time auctions, What Is Google Ad Manager supports programmatic deals between advertisers and publishers:

Private marketplace – Private, invite-only auctions
Preferred deals – Fixed CPM or percentage of impressions reserved for specific buyers
Programmatic guaranteed – Automated direct deals
Line items can be configured to target different types of deals to balance guaranteed demand with real-time auctions.

Integration with Adsense and Ad Exchange

As Google’s ad platform, GAM is deeply integrated with both AdSense and Ad Exchange:

Easily add an AdSense line item to compete for impressions
Leverage additional demand from Ad Exchange auctions
Manage both through a single interface and set of reports

AdSense effectively serves as a revenue floor while Ad Exchange provides opportunity for greater earnings.

Auction and Delivery Workflow

When a user visits a page with GAM ad tags, the following happens:

Ad tags call GAM for bid requests

GAM runs unified auction across demand sources

Winning bids are notified and creatives cached

Creatives are returned and displayed to user

Impression data is recorded for reporting

This simplified workflow illustrates how Google Ad Manager leverages technology to optimize ad selection and delivery for publishers.

By providing robust tools and maximizing yield, GAM empowers publishers to effectively monetize their ad inventory across channels and buyers.

Advanced Features

In addition to core ad management capabilities, What Is Google Ad Manager offers several advanced features to further enhance monetization.

Open Bidding

Open bidding, formerly known as exchange bidding, allows publishers to open up their inventory to demand from outside networks beyond just Google’s.

Once enabled, approved third-party demand partners can bid directly on impressions in real-time. This increases competition and drives up pricing.

Some benefits of open bidding include:

Access demand beyond Google’s ecosystem
Preserve user experience (vs header bidding)
Control which demand partners participate

With open bidding, publishers can tap into a broader pool of advertisers.

Header Bidding

What Is Google Ad Manager also supports header bidding through a unified setup.

Rather than managing separate wrapper codes, you can enable client-side header bidding demand directly through GAM.

Define partner-specific timeouts
Set minimum bids for each partner
Monitor performance in GAM reports

This hybrid header bidding approach helps maximize publisher yield.

Testing and Optimization

GAM provides a dedicated testing environment for trying new configurations before deploying them:

Test ad unit setups and creatives
Experiment with different line item strategies
Refine targeting parameters
Confirm desired configurations

Thoroughly testing before launching helps identify the optimal setups for maximizing revenue.

Additional Advanced Tools

Forecasting – Predict available impressions and revenue
Protections – Block undesirable ads
Troubleshooting – Diagnose delivery issues
Admin – Manage users, permissions, settings
Dynamic allocation – Automated rule-based allocation
Native ads – Customizable in-feed ad units
Mobile app integration – Monetize in-app inventory

With its robust feature set, What Is Google Ad Manager provides publishers with the capabilities needed to optimize ad revenue across devices, ad formats, and demand channels.

Benefits of Using Google Ad Manager

Google Ad Manager offers numerous benefits that make it an attractive choice for publishers looking to maximize ad revenue.

Increased Revenue

By centralizing ad management and enabling competition between demand sources, GAM helps publishers increase earnings from their ad inventory. Key revenue drivers include:

Unified auction – Surfaces the highest bids across all demand channels
Programmatic deals – Support for higher CPM direct deals and private auctions
AdX and AdSense – Additional demand layers from Google’s networks
Open and header bidding – Access to more advertisers and increased competition

According to Google, adoption of Unified Auction yielded an average revenue lift of 8-15% for publishers.

Granular Targeting

GAM provides sophisticated targeting capabilities to create highly segmented ad inventory packages.

Key-values – Custom definitions for ad targeting
Presets – Easily save and reuse targeting configurations
Audience targeting – Target user interests and demographics
Contextual – Target pages or sections based on content

With more granular targeting, publishers can better align inventory with advertiser demand and charge higher rates.

Detailed Reporting

Robust reporting and analytics help publishers optimize ad performance:

Break down results by dimensions like ad unit, placement, geography
Filter data by date ranges, line items, creatives, and more
Surface actionable insights into revenue metrics
Identify high-performing areas of inventory
Diagnose issues impeding revenue

With data-driven decision making, publishers can fine-tune strategies to improve monetization.

Other Benefits

Simplified workflow – Manage all ad operations from a single platform
Time savings – Automate previously manual processes like campaign trafficking
Security – Reduce risk and control which ads are displayed
Support – Get access to Google’s technical support resources
Ease of use – User-friendly UI with robust features
Industry standards – Integrates policies like ads.txt for fraud prevention

With its unique combination of sophisticated capabilities, revenue maximization tools, and publisher security features, What Is Google Ad Manager, it provides compelling benefits for publishers.

Getting Started with Google Ad Manager

Ready to start using Google Ad Manager? Here is an overview of what’s involved in the setup and launch process:

Sign Up Requirements

To create a GAM account, you need:

A Google account
Ownership of the site domain
Google AdSense account

For Ad Manager 360, you’ll need to work directly with a Google sales rep.

Interface Walkthrough

The GAM interface consists of these core sections:

Inventory – Configure ad units and targetting
Delivery – Create line items and upload creatives
Reporting – Build and analyze reports
Admin – Manage users, settings, etc.

Take time to understand how each section works and how they fit together.

Inventory Setup

Create a variety of ad unit sizes and formats.
Enable video ad capabilities as needed.
Set up key-values for custom targeting.
Organize inventory into packages and placements.

Properly structured inventory makes selling ads simpler.

Creating Campaigns

Build out orders for each advertiser or buyer.
Configure line items based on the deal specifics like ad types, budgets, targeting, etc.
Upload creatives or input third-party ad tags.
Set up reporting labels for tracking.

Methodical campaign configuration helps maximize returns.

Tag Implementation

Generate ad tags for each GAM ad unit.
Place tags on sites and apps through direct code insertion, Google Tag Manager, or ad server wrappers.
Confirm tags are loading correctly.
Perform comprehensive ad unit testing.

Proper tag implementation ensures ads deliver as expected.

Launch and Optimization

Activate campaigns and start serving live ads.
Review reporting dashboards and metrics regularly.
Optimize line item targets, creatives, bidding, and targeting based on performance.
Build additional demand channels through open bidding, header bidding etc.

Continuous optimization maximizes ad revenue over time.

With these steps complete, you’ll have fully configured Google Ad Manager to monetize your ad inventory. Be sure to regularly assess new features and capabilities as GAM continues rapidly evolving.

Google Ad Manager Vs Other Google Products

Google offers several ad products. How does Ad Manager compare to options like AdSense and Google Ads?

Difference from AdSense

Google AdSense is a network that serves contextual text and display ads on websites. Publishers paste a code snippet to show ads targeted by Google based on page content.

Pros

Easy setup and management
Little maintenance required
Access to Google’s advertiser base

Cons

Limited control over ad types
Lower earnings compared to direct-sold ads
Less reporting and optimization capabilities

AdSense works best for new publishers or blogs with lower traffic. For more established publishers, Ad Manager provides greater control, customization, and monetization capabilities.

GAM also allows publishers to keep using AdSense demand as one channel along with other direct and programmatic deals.

Comparison to Google Ads

Google Ads (formerly AdWords) enables advertisers to show ads across Google’s network, including search results and partner sites via services like AdSense.

Ads allows advertisers to:

Create text, display, and video ad campaigns
Target users based on keywords and demographics
Set daily budgets and bids for keywords

Ads focuses on the advertiser side. Ad Manager is tailored for publishers to better monetize inventory.

Key differences:

Google Ads	Google Ad Manager
Advertiser-facing	Publisher-facing
Buy ad placements	Sell ad placements
Broad reach across web	Manage owned inventory
Pay for clicks/conversions	Get paid for impressions

So in summary, Google Ads helps brands buy ad space on Google and partner sites. Ad Manager helps publishers sell their direct inventory more effectively.

When to Use Each

Publishers should use Google Ad Manager to maximize earnings from their sites and apps.
Advertisers should use Google Ads to reach customers across the web through paid search and display advertising.
AdSense works best for new publishers lacking resources to directly sell ads.

Selecting the right Google advertising platform depends on your goals and role in the digital ad ecosystem.

Best Practices for Using Google Ad Manager

To get the most out of Google Ad Manager, be sure to follow these best practices:

Inventory Organization

Create a logical ad unit structure based on site content and layout.
Set up strategic placements to help buyers navigate your inventory.
Use descriptive key-values for custom targeting.
Group similar sites/apps to streamline management.

Smart inventory organization makes selling ads more efficient.

Custom Reporting

Leverage reporting to uncover optimization opportunities:

Analyze dimensions like geography, browser, device type, ad unit etc.
Add metrics like impressions, clicks, CTR, revenue etc.
Build reports to diagnose issues and identify high-value sections.
Schedule reports for weekly or monthly delivery.

Segmented data provides visibility to make informed decisions.

Header Bidding Setup

Properly configure header bidding for maximum returns:

Limit to 2-3 partners to avoid latency issues. Set appropriate partner-specific timeouts. Only use partners likely to beat direct sales. Monitor partner performance in reports.

With the right header bidding approach, increased competition drives higher earnings.

AdX and AdSense Strategy

Add AdX demand for an additional auction layer.
Enable AdSense as a supplementary fallback monetization source.
Manage via a single order and set of line items for each.
Optimize between direct-sold, AdX, and AdSense.

Layering Google’s networks boosts yield beyond direct sales.

Page-Level Setup

Place ad tags strategically based on content. Keep mobile layouts simple – one ad per page. Use video ads sparingly to avoid interference. Test different ad sizes and formats.

Optimizing placement and format improves viewer response.

Following these tips and best practices will help you maximize revenue from What Is Google Ad Manager. Continually refine your setup and strategy based on performance data.

The Future of Google Ad Manager

What Is Google Ad Manager is constantly evolving with new features and capabilities. What does the future look like for GAM and ad monetization?

Recent Developments

Some notable recent additions include:

Unified pricing – Simplified pricing rules across networks
Creative rotation – Automated sequencing of creatives
Audience sharing – Sync first-party data for better targeting
Mobile app SDK – Streamlined SDK for in-app monetization

Google is focused on making GAM more robust while simplifying workflows.

Upcoming Features

Google plans further enhancements around identity, privacy, and automation.

Privacy

Support for privacy frameworks like GDPR and CCPA
Tools to manage consumer consent
Limited data usage and enhanced security

Identity

Alternatives to third-party cookies
Contextual targeting to reduce reliance on user data
Publisher first-party audience sharing

Automation

Bidding algorithms to optimize return
Workflow automation for operational efficiency
Increased AI-driven management capabilities

Industry Trends

Some evolving ad industry trends to watch for:

Rise of connected TV (CTV) and video
Audio ads for smart speakers and podcasts
Contextual and interest-based targeting
Convergence of linear TV and digital video
Shoppable ads that drive direct response

Google Ad Manager will likely expand features in these high-growth areas.

Final Thoughts

GAM’s development roadmap will focus on maximizing publisher revenue while providing greater transparency, control, and flexibility.

As digital advertising matures, expect continued consolidation around scaled platforms like Google Ad Manager that provide robust tools to manage complex omnichannel monetization.

Embracing emerging channels, ad formats, and automation technologies will be key to staying competitive. Google is positioning Ad Manager to be the go-to platform for holistic ad management now and in the future.

Conclusion

In summary, What Is Google Ad Manager, it is a powerful ad monetization platform that brings major benefits for publishers.

Key Takeaways

Some of the key points covered in this guide:

GAM provides robust inventory management, line item configuration, advanced targeting, and actionable reporting.
The unified auction drives competition across demand channels to increase yield.
Programmatic deals balance guaranteed revenue with real-time auctions.
AdX and AdSense integrations boost earnings.
Features like open bidding and header bidding access more demand.
Customizable reporting uncovers optimization opportunities.
Automation and advanced capabilities simplify workflows.

With its comprehensive feature set, Google Ad Manager empowers publishers to effectively monetize ad inventory across devices, formats, and buyers.

Role in Digital Advertising

For publishers, Google Ad Manager has become:

The premium ad management platform
The industry standard for monetization
A certified partner requirement
A proven path to revenue growth

Ad Manager consolidates ad operations into a single, sophisticated platform to maximize yield.

For advertisers, GAM provides:

Access to top, brand-safe premium publishers
Targeted reach across devices and formats
Advanced automation and targeting
Transparent pricing and auction dynamics

With benefits on both the buy and sell-side, Google Ad Manager sits at the center of the digital advertising ecosystem.

Bigfourth LTD is a leading google ad manager service provider

As an industry leader in Google AdSense and Google Ad Exchange optimization, Bigfourth LTD provides publishers expert guidance on maximizing revenue with Google’s advertising platforms. This includes leveraging sophisticated tools like What is Google Ad Manager (GAM), the premium ad management platform discussed throughout this guide. With deep expertise optimizing GAM and Google’s ecosystem, bigfourth.com empowers publishers to fully capitalize on these monetization opportunities.

Bigfourth.com’s core services help publishers properly configure and optimize Google Ad Manager to drive higher revenue. Their Google AdSense Optimization manages all aspects of AdSense implementation, from tag setup to reporting. For GAM, they assist with inventory and order configuration, programmatic integration, advanced targeting techniques, and customized reporting. Bigfourth.com also provides Publisher Website Optimization to maximize page RPMs. With Google Ad Exchange services, publishers gain access to premium demand and CPMs.

As covered in this guide, What Is Google Ad Manager unlocks significant monetization potential through capabilities like unified auctions, open bidding, and robust analytics. With deep expertise in these areas, Bigfourth can help publishers fully realize GAM’s revenue benefits. Their technical knowledge, hands-on support, and optimization best practices enable publishers to expertly navigate Ad Manager and other Google offerings.

For publishers seeking to boost earnings through platforms like Google AdSense, Ad Exchange, and Ad Manager, Bigfourth LTD is an ideal partner. Their combination of strategic consulting and technical implementation provides a proven formula for ad revenue growth.

Contact Bigfourth LTD

Website: https://bigfourth.com/

Email: [email protected]

Fanpage: https://www.facebook.com/bigfourth/

Linkedin: https://www.linkedin.com/in/bigfourth/

In Closing

This guide provided a comprehensive overview explaining What Is Google Ad Manager, its key features for publishers, and how to get started.

By leveraging Google’s robust monetization tools, publishers can save time, boost revenue, and optimize ad operations.

What Is Google Ad Manager? Mastering the Essentials