What Is Google Ad Manager and Why Publishers Should Care

Overview

Google Ad Manager (GAM) is one of the most powerful tools available for publishers who want to monetize their digital content efficiently and at scale. As a comprehensive ad management platform, GAM streamlines the process of delivering, tracking, and optimizing advertising across websites, mobile apps, video content, and games. Unlike Google AdSense, which is generally suitable for smaller websites, GAM is crafted to support larger publishers and sophisticated advertising strategies.

What Is Google Ad Manager?

Google Ad Manager is an integrated ad management platform developed by Google. It combines the features of an ad server with advanced monetization tools, enabling publishers to manage ad inventory, serve ads, and optimize revenue. GAM is particularly useful for publishers with significant traffic who demand more control and insight into their ad operations.

At its core, GAM is designed to help publishers centralize and streamline their ad monetization efforts. It supports multiple ad formats and inventory types and facilitates both direct sales and programmatic deals.

Why Google Ad Manager Matters

GAM offers several benefits that make it an essential tool for large-scale publishers:

• Centralized Management: Manage all ad inventory from one platform, including web, mobile, video, and app-based placements.
• Advanced Targeting: Define campaigns by geographic location, demographic data, user interests, and inventory types.
• Custom Reporting: Access detailed performance data to inform optimization strategies.
• Tag Generation: Easily generate ad tags to be embedded across your digital assets.
• Third-Party Network Access: Allow external ad networks to compete for your inventory to maximize revenue.

Google Ad Manager vs. Google Ads and AdSense

It’s easy to confuse Google Ad Manager with Google Ads and AdSense, but they each serve different purposes:

• Google Ads: Designed for marketers and advertisers to reach audiences through pay-per-click (PPC) campaigns. It’s best suited for businesses promoting products or services.
• Google AdSense: A beginner-friendly platform for publishers to earn money by displaying ads on their websites. It’s a great starting point for smaller publishers.
• Google Ad Manager: Targets more advanced publishers, offering a robust platform to maximize ad revenue, particularly through direct deals and detailed reporting.

Understanding the Pricing Model

GAM operates on a revenue-sharing model where publishers retain a significant portion of ad spend. As of 2023, here’s a quick comparison of average cuts taken by different Google advertising products:

• Google Ad Manager (GAM): Approximately 18% taken by Google, with 82% going to the publisher.
• Google Ad Exchange: 69% to publishers of every $1 spent by advertisers.
• Display & Video 360 (DV360): Takes an average of 133% of every $1 advertiser spend (higher due to bundling and service fees).
• Google Ads: Takes about 14% from advertiser spend.

While GAM may seem slightly more expensive in some scenarios, the level of control, optimization opportunities, and potential revenue often justify the investment for qualified publishers.

How to Create a Google Ad Manager Account

Getting started with Google Ad Manager is relatively simple:

1. Visit the Google Ad Manager homepage.
2. Click on “Create a Manager Account.”
3. Sign in with the email you’d like associated with your GAM account. Note: one email can manage up to 20 ad accounts.
4. Provide your account name. This name will be visible to your clients.
5. Choose whether the account is for managing your own ads or other people’s ads.
6. Select your time zone, country, and preferred currency.
7. Complete the process and start configuring ad units and inventory.

Optimizing with Google Ad Manager

To get the most from GAM, publishers should regularly review and optimize their ad inventory. Here are a few optimization tips:

• Use Custom Reports: Leverage GAM’s built-in reporting to understand performance by ad unit, placement, format, and geography.
• Experiment with Audience Targeting: Refine your targeting settings to increase relevancy and performance.
• Enable Header Bidding: Use multiple demand partners in real-time to boost competition for ad placements.
• Utilize Third-Party Demand: Allow verified networks to bid on your inventory, which can increase fill rates and effective CPMs.

Conclusion

Google Ad Manager is a standout platform for publishers looking to maximize revenue potential across multiple digital properties. With advanced features for targeting, reporting, and inventory control, GAM goes far beyond what Google AdSense or Google Ads can offer. Whether you’re a seasoned publisher or rapidly scaling your content operation, GAM offers the infrastructure needed to grow and monetize effectively.

If you’re considering a switch or upgrade from AdSense or simply exploring how to grow your ad revenue, setting up a GAM account might be your next step. Be sure to take full advantage of its powerful features and explore direct deals, programmatic opportunities, and more.

Looking to learn more? Check out our additional guides or book a consultation with our ad tech specialists today.