Tag Archive for: Setting up Line Items in Google Ad Manager

Line Item setup Basics Google Ad Manager – DFP

We already covered in detail , How to setup line items in Google Ad Manager. Today lets dig deep further, on some of the options we get when creating line items in Google ad Manager and what they really mean.

Delivery & Targeting settings in Line Item level

1.Significance of Line Item Delivery

Under this concept, let’s take a look on 5 various delivery aspects to be used while setting up, trafficking and optimizing the line item.

Aspects of Line Item delivery:

  • Deliver Impressions : Allocate Impressions over time
  • Display Creatives: Serve Multiple creatives together.
  • Rotate Creatives: Alternate different creatives
  • Day and Time: Serve in different hours and days
  • Frequency : Cap Serving per unique user.
  1. Deliver Impressions

“Standard” and “Bulk” have three options for pacing.

For example: Let’s consider – 100,000 Impressions to be served for 10 days.

In the above case,

  • Evenly – Initially deliver the daily average plus 5% and recalculate daily (Daily average of 10,000 impressions + 5% (500 impressions) with internal recalculation)
  • Frontloaded – Initially deliver the daily average plus 25% and recalculate daily

        (Daily average of 10,000 impressions+ 25% (2500 impressions) with internal recalculation)

  • As fast as Possible – Deliver on every matching impression as long as there are no contending line items


(No Limits in delivery per day wise. It triggers the target as fast as it can)

Please take a look on the following picture.

  1. Display creatives

There are 3 options under this display creatives.

  • Only One – It shows the only one creative, though multiple creatives are associated with this line Item
  • One or more – This allows multiple creatives which are associated with this line item
  • As many as possible – This Shows creatives in as many ad units as possible on a page. This Option has to be used, Only for line items with multiple active creatives.

Please take a look on the following picture.

  1. Rotate Creatives
  • Evenly – Each creative is displayed equally (one after another) at random.
  • Optimized – In this case, Creative with the highest CTR displays more often.
  • Weighted – In this case, Creative’s displayed at a frequency you define.
  • Sequential – In this Case, Creative’s display to each user in the order you specify.

Please take a look on the following picture.

  1. Day and Time

We can set the line item delivery based on the TIME ZONE and different days of the week.

  1. Frequency

Frequency capping are used to determine number of an Ad to be displayed to the visitor.

Through this, Advertisers can have the control on Ad display particularly over a specific user.

Through the frequency capping, Publishers can set a limit on the Number of times that a user will see a particular line item on a web page.

             For example, you could set a frequency cap of 1 impression per hour, and 1 second for frequency cap of 3 impressions per day for a visitor. Ad Manager will enforce both rules: a user can’t be served the line item more than once per hour or more than three times per day.

Please take a look on the following picture.

  1. Significance of Line Item Targeting

You can target the following categories of criteria:

  1. Inventory
  2. Key-values
  3. Geography
  4. Devices
  5. Connection
  6. Mobile application


  • You should target line items to either specific inventory (ad units and placements) or to all inventory units across your network.
  • Run-of-network targeting – By default, Every line items are in the setting as run-of-network, meaning they’re targeted to all inventory in your network. Run-of-network targeting is helpful to server house ads and dynamic allocation line items. This can be very useful to Target more precisely by including and excluding specific inventory.

There are 2 types for inclusion

  1. Include Inventory
  2. Exclude Inventory

Include inventory

  1. When creating a line item, click Inventory in the “Add targeting” section.
  2. Browse or type to filter items, then click Include next to each ad unit or placement you want to include. The line item can be delivered according to the inventory units you select.

You can include inventory even though if it hasn’t been included as part of a placement.

  1. Click Back in the targeting section.
  2. Click Include next to Ad units.

Exclude inventory

Whether your line item is being targeted to run-of-network or to specific inventory you’ve included, you can exclude inventory. Excluding inventory is especially used to target a placement but excluding some of its ad units. The line item can’t deliver to the inventory units which you exclude.

You can exclude inventory even though if it hasn’t been included as part of a placement.

  1. When creating a line item, click Inventory in the “Add targeting” section.
  2. Browse or type to filter items, then click the arrow and select Exclude next to the ad unit you want to exclude.

2. Key-values

  1. You can use this targeting option with system-defined criteria such as bandwidth, geography, or operating system. Configure key-values in DFP and then include them in your ad tags. If a line item targets a key-value, the ad server serves it to the ad tags on the website that include the key-value.
  2. You can use custom and free-form targeting keys in the same line item, but an individual targeting key can only be set to either custom or free-form.


  1. You can target line items to countries, regions, US metro areas (DMA), UK TV regions, cities, and US ZIP codes or Canadian postal code prefixes. Either search for a specific city list of countries and drill down to the places you want to target.
  2. For example, you can target country=France AND city=Paris. You can also exclude places. For example, you can target country=France AND city!=Paris to target France but exclude Paris.

4. Devices

  1. You can target line items to a user’s device type or the browser it’s running: Browser: (Does not apply to mobile apps) Android, Firefox, Google Chrome, Microsoft Internet Explorer, etc.
  2. To target the line item to all versions of a particular browser, select browser name (x.x). To target the line item to versions of a browser that aren’t in the list, select browser name Unknown. For example, 4.x targets all releases of the browser between version 4 and up to, but not including version 5. That is, 4.1, 4.2 and so on.
  3. If a browser has more than one language assigned to it, each language generates an impression.
  4. Device capability: MRAID v2, Phone calls, and Mobile Apps
    Mobile Apps targets in-app requests only. In-app web view requests cannot be targeted specifically; DFP treats them as normal mobile web requests.
  5. Device category: Desktop, Feature phone, Smartphone, Tablet, Connected TV (CTV) devices (Beta).
  6. Manufacturer/device: Apple, BlackBerry, Ericsson, HTC, Xiaomi, and many others.
  7. Operating system: Android, Apple iOS, Linux, Macintosh, Microsoft Windows, etc. Before it is classified as desktop inventory, connected TV devices are now a separate device category which can be targeted or excluded. They are also now wrecked as a separate “Device category” in Query Tool reports. Devices must use applicable user agents to be classified as a connected TV device.

5. Connection

You can set target for line items to a user’s bandwidth, carrier, or user domain: Bandwidth: Cable, DSL, etc.

  1. Mobile carrier: AT&T, 02, etc.
  2. User domains: You can set line items to target ads only to the domains or subdomains of the Internet service providers (ISPs) your users use to access the Internet.
    For example, if you set a target the domain stanford.edu, you are targeting students, faculty, and staff of Stanford University only. If you set the target google.com, you are targeting Google employees only. You can specify top-level domains, such as .edu, and .gov, and subdomains, such as stanford.edu, and usa.gov. Invalid values include services like http://www.psychology.berkeley.edu
  • Mobile application


Select mobile applications you’ve mentioned from the Google Play Store and Apple App Store.