What is Google Ad Manager?

Google ad manager proved to be useful for businesses with complex advertising needs. With Google ads manager, you can bring all your paid ads together in one place. It makes your campaign management more efficient and gives you the maximum return on your ad expenditure. In this article, we will be discussing the Google ad manager in detail. So, let’s get started.

Google ad manager

Google ad manager is a tool that is specifically designed to help both publishers and advertisers streamline the process of ad service by allowing the brands to deliver and manage ads on different audience locations from a single platform. It supports a wide range of distribution channels.

Google ad manager functioning is based on the DSP (demand side platform) which manages multiple ad exchanges from one place for the digital advertising buyers. It offers other features as well.

Types of Google ad manager accounts

These are two types of Google ad manager account:

1.Ad manager for small business

• It is a free version.
• It is designed for small and mid-sized businesses.
• This version has up to 150 million monthly impressions to non-video ad units.
• Has access to a decent number of features like API, historical, reach, and vast and standard delivery.

2.Ad Manager 360

• It is the paid version.
• It has features like detailed audience targeting, auto-suggested ad units, and an advanced video option.
• It provides more reports, including invoiced impressions and future sell-through.
• Direct access to Google support.
• For a subscription to ad manager 360, you can negotiate the contract with a Google sales rep.

Features of Google ad manager

Google manager can offer a lot for managing online advertising. These features may differ for the type of business you have. These are some of the features of Google ad manager:

1.Simple user-interface

• It has a simple and easy-to-use interface.
• Features are distinctly labeled in the left sidebar and offer detailed guidance for navigating the interface.
• Data insights are easily understandable and presented in a large graphic.
• You can click on these infographics to learn more about the specific data sets.

2.Granular-level ad targeting

• It provides granular controls over the audience to whom you want to see your ads and website.
• You can target mobile users and a small subset like Firefox 40.0 users or up.
• These are some of the other targeting options offered by Google ad managers such as language, geographical location, internet connection, operating system, etc.
• You can do custom targeting that is based on the custom key values, content meta-data plus system, and audience.

3.Team support

•  A group or team of users can access a similar authorization with Google ad manager 360.
• You can neatly manage and document everything inside Google ad manager 360.
• It makes ad management organized and makes auditing, tracking, and creating reports for complex businesses easy.

4.Detailed reporting tools

• It provides access to a wide range of reporting types which includes templates that make it easier to create reports from common data.
• These are some of the reporting tools, you can access on Google ad manager such as reach report, future sell-through report, ad speed report (beta), troubleshooting viewability reports, etc.

5.Testing scenario

• Google ad manager offers a testing environment for ensuring a smooth campaign or website launch.
• You can learn how to set up the advertisers, generate test data and create test objects.
• It also provides testing recommendations.

6.Honest bidding

• Also known as open and exchange bidding.
• Approves third-party business demands to bid for your ads in real-time for your ad inventory.
• It is more suitable than header bidding for website owners because it decreases the delay that occurs in loading ads on your website.
• It relies on server-to-server communication and makes the loading of ads faster and more efficient.

How to create a Google ad manager account?

Google ad manager is formerly known as “DoubleClick for Publishers” which allows advertisers to manage the selling and buying of ads across multiple exchanges and third-party easily. Google ad manager is a fantastic platform to get better value for your efforts by running ads across various platforms.

To set up your Google ad manager account, you need to have a Google account and a Google AdSense account. These are the following step you need to follow to create your Google ad manager account:

1. If you don’t have a Google account create one.
2. Then create an active Google AdSense account, if don’t know how to create one, go to our blog to know more about AdSense in detail.  
3. Go to admanager.google.com.

4. Select ‘Create an Account’ and answer a few questions about your business.
5. Do verification of your network setting because you are unable to make a change in your time zone and currency after creating the account. For this go to Admin, Global Settings, and Network Settings.
6. Now, create your inventory structure and start serving ads.

Reporting access with Google ad manager

Google ad manager provides you with an astonishing amount of data. It allows the user to create reports for viewing weekly, quarterly, and monthly performances. You can also sort your reports based on their large variety of report dimension that includes Activity Group, verticals, Ad Sources, Ad Location, Agencies, Salespeople, bid ranges Advertiser, and much more.

Creating teams with Google ad manager

A group or team of users can access a similar authorization with Google ad manager 360. The team gives and restricts access to users on a granular level. Steps to create a team with Google ad manager.

1. First, log in to Google ad manager.
2. Click on Admin, access and authorization, and then teams.
3. Select a new team and give it a name and description.
4. Then add a user to your team.
5. Then, add restrictions, you can adjust the restriction or change your user’s status to inactive.

Managing direct advertisers

You can directly manage advertisers with the support of Google ad manager. You can negotiate the contract terms using programming direct in Google ad manager which setup the campaign automatically for you.

Benefits of managing direct advertisers:

• It enables website owners to manage the process of selling and buying ad units directly with their interested advertisers.
• You can negotiate a contract with the interested partners to finalize the deal in the Google ad manager.
• Because of directing advertising management, the website owner can evaluate the unused inventory left.
• You can negotiate, buying agreements and flight schedules together in just one place.
• With the programmatic direct, operators can manually control their ad business.

How to set criteria for the type of Ads shown?

Brand building is important for every kind of business and website. People should be attracted to the logo and visit your website. You have to make sure that the ads which are taking 60-70% of your website space do not contradict your brand identity. This will tarnish your brand image and decrease the number of customers visiting your website.

For tackling this problem, Google ad manager introduce a feature called ‘Protections’. These are the set of rules that you place on your ads on your website and apps that are sourced through open bidding. There are filtering criteria that ensure the safety of your website.

These are the three types of protection:

• Ad content: type of inventory, you want to see
• Inventory inclusion: on-hold ad inventory
• Competition: eliminating advertisers in the same market.

These protections are safeguards that ensure your ads live up to the standard and can’t harm your website.

Tracking conversions in Google ad manager

 To know the insight about investment on your website is paying, you can add conversion tracking for measuring the success of your campaign. This feature is only available in the Google ad manager 360.

It allows you to set up the conversion events such as items purchased, sales daily visits, app downloads, and page views. This data will be forwarded back to the advertiser to evaluate the success of the campaign. Google ad manager comes with lookback windows and predetermines a time frame that evaluates the conversion rate of an ad campaign that takes place. The lookback windows feature only last up to 28 days and allow a comprehensive view of the effectiveness of the ads.

Conclusion

If you have a PPC campaign running across several Google ad accounts then Google ad manager can do wonders for your operation. With Google ad manager you can bring all your PPC advertising under one roof and improve your efficiency. You won’t need to log into multiple different accounts and try to juggle between the multiple Ad analytics because this all can be managed easily with the help of Google Ad manager.

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