Google Ad Manager: What Is It And Who Is It For?
Google Ad Manager is the ideal tool for publishers who want to manage their website’s advertisements themselves. In this article we will find out what it is, how it works, who it is for and what its main features are.
What Is Google Ad Manager?
It is a digital platform for buying and selling advertisements . A marketplace for large publishers who need to sell directly, also take advantage of other spaces, increase revenues and protect their brand. With Google Ad Manager , impressions are optimized to get the most out of it regardless of how users interact . It guarantees complete management of the entire advertising strategy through an integrated and easy-to-use platform. It was born from the merger of Ad server Dart for Publishers and DoubleClick Ad Exchange when Google acquired the DoubleClick company in 2007.
The two main functions are:
- Complete management of the advertising activity
- Timely and exhaustive analysis of the traffic generated
What Is It For?
With Google Ad Manager , large publishers maximize advertisements thanks to a complete, simple and intuitive platform. In practice it allows:
- Direct control of the sale of advertisements
- The creation of diversified ads by target or device
- Autonomous budget management
- In-depth data analysis
Ads must be structured to improve the experience of users, who are increasingly attracted to engaging content. For this reason, much attention is paid to the growing phenomenon of digital advertising which is video. Google Ad Manager also provides very detailed reports to support the decision-making process and provide valuable help to less experienced users. Finally, it guarantees the protection of users thanks to the rules that regulate advertising activity and verify the regularity of publishers.
How Does It Work?
Publishers set up an inventory . They choose the advertising units which are the spaces intended for the publication of the ads for sale . Subsequently , Google Ad Manager creates a tag for each unit and inserts the generated code into the web pages of the reference site. Every time a user visits this site a request is sent to the inventory and with this method you can see which ads have been published and how many clicks they have gotten. The object of the transactions between publishers and buyers is precisely the inventory which in Google Ad Manager becomesan ad unit . Publisher tags are code snippets on a web page that link units with inventory. You can also create campaigns for the sale of units thanks to the traffic management procedure. With this tool, ads can be indexed and then targeted to a specific inventory. Campaign planning requires comprehensive and personalized information that comes with reports.
Google Ad Manager campaigns are made up of:
- Creative – the ad that users see
- Orders – Contain line items
- Line items – Includes pricing and targeting information for creatives awaiting delivery
Essentially, orders include line items, which in turn include creatives. They represent the contract reached with the advertiser and for this they have a reference date . Furthermore, Google Ad Manager provides various options for analyzing how users interact with content and what operations they perform while browsing because this platform maximizes ads regardless of how people relate to it.
Benefits
Google Ad Manager provides all the support you need to optimize your advertisements . Large publishers can sell to their heart’s content and use the different formats to engage with online users . You can thus increase space sales by taking control of inventory through a single platform. Finally, all programmatic decisions are supported by precise and punctual reports provided directly by Google experts.
Conclusions
Google Ad Manager is the ideal marketplace for those who need a single platform for managing revenues and all communication channels (site, blog, ecommerce, smartphone apps, social media, video games). With this tool, revenues derived from digital advertising are optimized through inventory control and the direct sale of advertising units. It also constantly provides insights and information to outline the best strategy in full compliance with the pre-established budget.