Tag Archive for: Google Ad Manager

Yield Optimization For Publishers in Google Ad Manager

Welcome to yield optimization by Ad Energizer. You’ve done your research, read blogs after blogs, articles after articles, you may even be an experienced Adops optimizer, but even if you’re not, for sure this can add insight to your optimization strategies. We have collected all the best practices and experience-based optimizations that worked best with all our clients, for you to focus only on the important parts and save time.

Quick introduction, yield optimization is a technique experts use to help drive higher revenue from your ad inventory. Mainly with data analysis, we can determine which inventories generate the most revenue, and which do not. From there, we learn and understand the key factors in which drive optimal profit for your campaign.

Basing on the fundamental solutions, we will focus on the details to help you understand and set things up differently whilst ensuring a boost in revenue and a fresh way to energize your campaign. Read more

Google Ad Manager Inventory Forecasting – Overview of DFP / Google Ad Manager

A) DFP / Google Ad Manager – An Overview

What is DFP or Google Ad Manager?

DFP Small Business, Now – it is known as Google Ad Manager, is a free As publishing server from google, is best suited for smaller to growing publishers.

How do you qualify for a Google Ad Manager?

To qualify for a Google Ad Manager you need a Google AdSense account. However, it’s not mandatory to use Google AdSense ads while using DFP Small Business.

How do you qualify for a Google Ad Manager Premium account?

➢ To qualify, your site must garner at least 90 million monthly impressions.
➢ Google Ad Manager Premium is a paid service geared towards sites with high traffic and complex advertising setups Google Ad Manager also includes Google Support in the form of an assigned account manager.

Here’s our glossary of frequently used DFP terms:

  1. DFP Network – everything in your DFP account
  2. Company – where 3rd party entities are set up by name in DFP to be associated to orders
  3. Advertiser – the agency, network, or direct brand advertiser that will be trafficking ads via DFP
  4. Ad unit – the basic unit of web page inventory made up of one* or more available spaces or slots where an ad can appear. Note that you can do group one or more ad slots into an ad unit. For clear organisation and tracking, I recommend that you keep a 1:1 relationship between ad slots and ad units.
  5. Order – the organisational container for campaign line items which contain ad creatives or ad tags
  6. Line item – the campaign consisting of flight starts and end dates, targeted ad unit or other
  7. Creative – the actual ad creative either in the form of an ad tag code snippet or script
  8. Placements – groupings of ad units

B) Google Ad Manager Inventory Forecasting

The INVENTORY FORECAST feature helps you to confirm whether ad impressions are available before you book inventory in a line item. When the Inventory forecast confirms that ad inventory is available, you can move the forecast data into a line item in a new order or an existing order.
Through this inventory forecasts, you can optimize your ad inventory and prevent overbooking or underselling.

Two important factors for checking available inventory are:

  1. To ensure there’s enough inventory available when creating a new line item
  2. To confirm a saved line item is slated to reach its goal; and if not, to determine what changes to settings or targeting could increase availability.

Check available inventory for a new line item:

  1. To check the available inventory, :
    ➢ Click over the Delivery tab on the Google Ad Manager Account and then Select “Check inventory”.
    ➢ Create a New Google Ad Manager order.
    ➢ Set up a line item.
  2. Enter your inventory sizes.
  3. Select the delivery type (Giving Priority to the Order).
  4. Give Input the flight dates. (Start and End Date)
  5. Then Select to “Quantity/Goal”, Clcik on Max available if you don’t have a specific impression or click goal in mind for the prospective line item.
  6. Select Goal and enter the number of impressions or clicks you want.
  7. (Optional) Apply targeting criteria to your forecast.
  8. Finally, Click on Check inventory.
  9. Click View contending line items to gauge the effect of booking the prospective line item it would have on booked line items, and vice versa.
  10. Click Criteria breakdown to see impression information for each value of each targeted criterion. It is also helps you to identify where the excess amount of Inventories are quenched.
  11. Next to Matched for specific targeting criteria, you can click Forecast adjustment details to see how manual and historical adjustments affect your forecast.
  12. In order to share this Inventory report to client, You can click Export forecast to export the details to a spreadsheet.


Look at the delivery Forecasting screenshot below to check out the Available inventory.


Once the Inventory check is done and if you find out the Available / Sufficient inventory, You can move forward to step the New ORDER for the Advertiser. If you find that Google Ad Manager Inventory is unavailable or insufficient, there are many ways to overcome this issue by tuning the existing other Ad campaign delivery. But this part is very sensitive. Handling the area with less expenditure may give negative impact to the other Ad Campaigns.

Few Points to be considered while tuning up the Running Campaigns to avail sufficient Inventory

  1. Examine, whether all Active / running campaigns are given under the same priority (Delivery type)
  2. If YES, Try to give them ranking based on the Client budget or as per your Trafficking Norms.
    For Example: You cannot set up SPONSORSHIP delivery type to your Low budgeted client. SPONSORSHIP and STANDARD Delivery type yields the Guaranteed Delivery, whereas following delivery type such as “Network”, “Bulk”, “Price Priority”, “House” are the types yield you the Non-Guaranteed Delivery.
  3. Check out, whether any Ad campaign is running with Over-delivery, which means the certain amount of impressions are being delivering in advance than the actual amount of Impressions are to be served. In Some case, Over-delivery also causing you to reach the target before the End date which is commenced by the Advertise. This will also not a good sign for the Publisher to set up the Ad campaign.
  4. Adjusting such delivery type will help Google Ad Manager to calculate the inventory, so that you can plan the available inventory for your New Campaign set up. This also helps you to plan your future or upcoming Advertisers.
  5. Without this Forecasting inventory Process, if you set up the Google Ad Manager Campaign, you may face following sequences like Under-delivery, which leads the Ad campaign not to accomplish the 100% of goal before the specified End date.
  6. Therefore, before setting up a New Google Ad Manager order or If you are planning to sell Ad space to new advertiser, it’s advisable to check out the Available and serve-able inventories in Publisher’s Google Ad Manager Account.

Related Posts

How to setup New Order and Line Items in GAM

Line Item setup Basics Google Ad Manager – DFP

Google Ad Manager Ad units Basics, Placements

creation and GPT Generation

Google Ad Manager Ad units Basics, Placements creation and GPT Generation

Ad unit

Google Ad Manager Ad unit defines the inventory in DFP / Google Ad Manager. Creation of Ad units are essential in Google Ad Manager to target the website Ad slots by means of integrating Google Publisher Tags (GPT) with Website Ad slots.

1. A) Ad unit Creation










Steps to Create an Ad unit

  1. Click on the Inventory tab in the Left hand side Menu bar.
  2. Click on Ad Units in the Top menu bar. Then click New Ad Unit.
  3. Prefer “CURRENT LEVEL” (if you have own site)OR Prefer “ONE LEVEL BELOW NETWORK” (if you are an agency, dealing with multiple client – However the First Ad unit should be created as “current level” and follow by you can create Sub-Ad units under the main Ad unit)
  4. Name the ad unit, and make sure there is no space in the ad unit name, i.e. yoursite_300x250ATF”
  5. Fill the required size you want to define for the Ad unit (May be 728×90; 970×90; 300×250; 300×600; 970×250 etc)
  6. Target window should always be “BLANK” this is because of when you choose this option, the user will be redirected to the advertiser’s site in another window. But you prefer “TOP”, then the user will redirected to the advertiser’s site on the same widow i.e overriding your website through advertiser’ site.
  7. Reward deals with Video Ad inventory. Enter the details of the reward the user receives for watching a video ad. For example, if the reward for watching a video ad is to get 10 more lives in a game, enter a “Reward amount” of “10” and a “Reward type” of “lives”.
  8. Select Placements if you want to do Ad Grouping (will discuss about placement below)
  9. Select “Enabled” in Adsense inventory settings. This should be done for Dynamic allocation of Adsense with Google Ad Manager inventory. This will help the publisher to monetize the unfilled Ad slots with Adsense.
  10. Click “Save” the Ad unit.

Please take a look of Ad unit creation for “yoursite_300x250ATF”

Bulk Ad units Creation & Upload

    1. Step into Google Ad Manager account
    2. Click Inventory Tab
    3. Select “Bulk Upload Ad units”
    4. Click Download sample CSV file to download a spreadsheet to list them down and define your ad units. The sample CSV file may contain the fields and examples that are relevant to your network, based on the features you have enabled.
    5. No changes to be made in Columns and Column headings on the spread sheet
    6. Open the CSV file and make changes based on the settings you want. Refer to the convention or setting you used when creating your single ad unit directly into Google Ad Manager
    7. Enter the Name, Size and Placements as mentioned on above.   
    8. Click and save the CSV file.  
    9. Move to Google Ad Manager interface, click Choose File button to find your CSV file.
    10. Click Upload and validate button.
    11. Verify that the ad unit settings are correct.
    12. Click Confirm upload to upload the new ad units.
    13. The values for each column must follow the same formatting rules as those fields when you created a single ad unit directly in Google Ad Manager.


Once the Ad unit is created, Now this is the time to generate GPT (Google Publisher tags) for the created Ad units.

Placements Creation

placement is a group of ad units set together in Google Ad Manager for targeting purposes.


  1. Click on the Inventory tab in Google Ad Manager.
  2. Select Ad unit on the left hand side vertical menu bar.
  3. Now click on Placements
  4. Give a Name, and start to select sets of Ad units under in 1 Placement (Ad grouping)
  5. For example, you can select the the following Ad units such as side bar Ad slot-1 and side bar Ad slot-2 under 1 placements.
  6. By doing this, In line item targeting level, It’s sufficient to target Placement-1 instead of mentioning side bar Ad slot-1 and side bar Ad slot-2, so that the line item itself starts to deliver ads in both Ad units accordingly.

2. Creation of GPT (Google Publisher Tags)

  1. Look at the top right side of the picture mentioned above, where you can see “Generate Tags” click on it.
  2. Select Tag type as “Google Publisher Tag” then click on “Continue”                                                                GPT works as the bridge between the ad server and the user’s browser. It carries the various settings defined in Google Ad Manager – and then selects the best matching ads to appear on a page on a user’s browser.GPT Benefits & Features:
    • Faster loading time of web pages
    • Google publisher console
    • Single request mode
    • Automated setup for interstitials
    • Passbacks
    • SSL support
    • Slot-level custom targeting
    • Asynchronous tags
    • Non-Javascript rendering (for email ads)
  3. Mark a tick in “Enable Single request”
    If you enable single request,
    Google Ad Manager will count the impressions from head to code. For instance, a particular ad runs ad slot fills with an impression only some of the time but is present in the head code all the time. EVERY TIME the webpage loads, an impression is counted by Google Ad Manager. Single Request is a straight way to inaccurate reporting. It’s recommended disabling it at all cost.
    Enable Sync Request: Uncheck and re-check (Enabled).

               By default, It has a tick. But the tag is Asynchronous, that is why a refresh is necessary. Asynchronous tags render ads in iFrames. In spite the promises of best page load experience when using Async tags, there have been horror stories about flexible sizing, discrepancies, impressions, etc. It also needs adding ‘Frame Buster’ from the 3rd party ad network to expand the ads outside iFrames.  Conversely, sync tags do not need an extraneous ‘Frame Buster’. It’s recommended using Sync tags.
  4. Ensure the mentioned “inventory Size” and “Ad unit name” Then click on Continue
  5. No need of giving input in additional parameters. Click on Continue
  6. Now you can get a Tag results, where it consists of <head> and <body> GPT’s
  7. Now, copy those codes, Separately and send them to web master to deploy those tags in Website back end.

Please take a look of below screenshot which deals with “Generation of GPT (header and Body GPTs)”

Related Posts

How to setup New Order and Line Items in GAM

Line Item setup Basics Google Ad Manager – DFP