So what is Google Ad Manager exactly and why would you want to use it? This article aims to give you a straightforward introduction.
Google Ad Manager is not to be confused with Google AdSense a service popular with bloggers who do not have their own advertising sales teams but still want to generate online advertising revenue.
If you do not already have an AdSense account Google requires you set one up but that's only so that AdSense advertising can run on your website if you haven't sold out all your advertising space. You can opt to not serve AdSense advertising at any time -- but you have to sign up for one.
Google Ad Manager
is a hosted ad management solution for the control and delivery of online advertising sold by a publishers sales team. With Google Ad Manager the sales team can:?
- enter advertisers Campaigns ("Orders"):
- enter multiple items ordered by the client as part of His Orders ("Line Items")
- upload the actual graphic or flash ads into Ad Manager for delivery (called "Creatives")? schedule between what time frame those ads should run
- set up "Targeting" Ads based on criteria including Date/Time/Operating System/Region/Country/State and more
- run advertising from Ad Networks should any advertising space be unsold (Google's refers to this as Remnant Inventory -- in which case by default it will display AdSense advertising)?
The Role of Ad Servers: How Advertisements are delivered to visitors of your website.
In order for an Ad Server to deliver Ads on your website three things need to happen.
- The Ad Server (in this case Google Ad Manager) needs to know what Ad Slots are available on your site
- Your website needs to include Javascript tags that match each Ad Slot on your site
- An order setup in Google Ad Manager with Line items telling the Ad Server what Ads to display in what Ad Slot.
Campaigns in Google Ad Manager are classified in three different ways.
- Exclusive (cost per day) campaigns such as when an advertiser sponsors the content in a section of your website
- Standard & Premium campaigns compete by ad impressions which need to be delivered by a certain time/duration and their priority setting??
- Remnant & House ?campaigns compete solely on price per delivered Impression
Exclusive Campaigns
If any line item is marked as exclusive it will not display any other line items that do not have the priority exclusive set as well. It is possible to have more than one 'exclusive' ad running at one time in which case they would rotate evenly with the other 'exclusive' ads. Note that 'exclusive' ads can only be sold on a Cost Per Day (CPD) basis. Default is for one week but you can set any time frame, (for example a month).
Standard & Premium Based Campaign Types
Premium: The only reason to use 'premium' ad campaigns would be to accelerate the speed of delivering a campaign. The 'premium' ad will run 10 times for every standard ad in rotation. Use this priority only if you need to deliver more impressions or a client is saying that they are not seeing enough of their ads in rotation. As a rule of thumb you would not want to run ads as 'premium' but would use the 'standard' ad campaign.
Standard: The most common priority for ad campaigns.
If you want Google to compete against campaigns you have sold, consider running them either as Remnant or House ads (these compete on a CPM (Cost per Thousands) basis.
Remnant & House Based Campaign Types
Remnant: Advertising space you have not directly sold or have no contractual obligation to deliver. Remnant campaigns don't serve until your priority based campaings have met their daily goals.
House: If you would like to tease a new service you have launched, promote subscriptions to your print magazine, or anything else that you would like to tease using GAM House ads are worthwhile running.
From http://magazine.metropublisher.com/articles/google-ad-manager-what-is-it-how-can-you-use-it-to-generate-revenue
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