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.

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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.

Steps:

  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)”

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Line Item setup Basics Google Ad Manager – DFP

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

1.Inventory

  • 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.

3.Geography

  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.

How to setup New Order and Line Items in GAM

A) NEW ORDER SET UP

For each individual Advertiser, We should create a new Order in Google Ad Manager Ad server.

In order to create an Order,

  1. Select Delivery from the left hand side Main Menu and click over NEW ORDER
  2. Give input Name of the Ad campaign and Add Advertiser in required fields
  3. You have also have an option entries to do about the advertiser or the agency contacts, Sales Person details and Trafficker etc in required fields.
  4. Create an initial GAM line item that will deliver the ad via the call for a creative.
  5. Fill in the delivery (defined below) and targeting details (defined below). Line items should be targeted to individual ad units, placements or the entire site.
  6. Click ‘Save’.
  7. Now you’re ready to add a creative!

Please take a look on the following picture.

Once you have done this process, you will be redirected to create a Line item, where you suppose to create an individual Line Items for each Ad slots and follow by you can start to upload the creative before start to Approve the GAM Order.
B) LINE ITEM SET UP BASICS – 1

  1. LINE ITEM SETTINGS

A line item means the advertiser’s commitment to purchase a specific number of impressions (CPM), clicks (CPC), or time (CPD) on certain dates at a certain price.

Basically, There are two types of Line Items Delivery:-

  1. Premium Line Item Delivery Types (Guaranteed Line Items)
  2. Remnant Line Item Delivery Types ( NON – Guaranteed Line Items)

Please take a look at the below picture where you can understand different types of Line Item Delivery

B(1) Premium Line Item Delivery Types (Guaranteed Line Items)

          This is also known as Guaranteed Line items. Line items are an important one of how you organize your ad stack. Premium line items (sponsorship and standard) will deliver the highest CPMs.

A) Sponsorship

  • Sponsorship line items have the highest (Top Most) delivery priority.
  • Best for: Time -based campaigns where an advertiser purchases a percentage of all available targeted inventory.
  • Sponsorship line items can target following cost categories such as CPM, CPC, or CPD rate or goal.

Example:-

Consider, A Publisher has a direct partnership with a large premium brand (ex. Nike). They formally agree via a signed insertion order (IO) that Nike will buy 100% of all 728×90 impressions at the top of the web Page for the whole month.

Please take a look on the following picture.

B) Standard

  • Standard line items are most commonly used for directly sell campaigns that have an agreed – upon impression quantity in specified timeline with an advertiser.
  • Best for: Time -based campaigns where a specific volume of impressions is to be delivered over a range of dates for an advertiser.
  • Standard line items can target following cost categories such as CPM or CPC rate or goal.

Example:-

Consider, A Publisher has a direct partnership with a brand of any size. They formally agree via a signed insertion order (IO) that the brand partner will be guaranteed a specific number (100,000) of impressions over specific dates ( Start date: 10 Dec’2018 – End date: 31 Dec’2018) for an advertiser.

In this Case, A Publisher can give “Standard” priority to the advertiser.

Please take a look on the following picture.

 

B(2) Remnant Line Item Delivery Types ( NON – Guaranteed Line Items)
Following Type are also known as NON-Guaranteed Line items.

Please take a look on the following picture.

A) Network 

  • Best for: Time-based campaigns where typically an ad network buys a percentage of all available targeted impressions remaining after direct or guaranteed line items have met their daily pacing goals.
  • Even though it is not always required, these ad buys can also be agreed upon via signed insertion order (IO), with the ad buy on behalf of multiple advertisers without a direct relationship to the publisher.
  • Network line items can target following cost categories such as CPM, CPC, or CPD rate or goal.

Example:

A Publisher has a partnership with an Ad Network called “Sovrn” to target multiple ad units or placements for remnant inventory on the site at various CPM rates of Specific span of period (January to July) with allocation percentages varying depending on the ad unit.

Please take a look on the following picture.

B) Price Priority

  • Best for: Time-based or open-ended schedule campaigns where typically an ad network buys an unlimited or specific number of remnant inventories, non-guaranteed impressions, either based on the total amount of time of the line item’s schedule (lifetime) or based on a daily impression goal within a specific date or open-ended schedule.
  • Price Priority Line items can target following cost categories such as CPM or CPC rate or goal.

Example:-

A Publisher has a partnership with an Ad Network Called “Sovrn” to target multiple ad units or placements for remnant inventory on her site at various CPM rates with an open-ended end date to deliver as many available impressions as possible until the Publisher determines that the campaigns need to be paused or updated.

Please take a look on the following picture.

C) Bulk

  • Bulk is similar to price priority but you should have a fixed quantity of impressions. They will deliver evenly by default.
  • Best for: -Time-based or open-ended schedule campaigns where typically an ad network buys a specific number of remnant inventories, non-guaranteed impressions, either based on the total amount of  time of the line item’s schedule (without specifying end date) or open-ended schedule.
  • Bulk Line items can only target following cost categories such as CPM rate or goal.

Example:-

A Publisher has a partnership with another remnant partner to target all unsold inventory (Run of Network or Run of Site) on his site at a CPM rate $1 below his Ad network “ Sovrn” line items.

Please take a look on the following picture.

D) House

  • House line items are typically used for ads (In-house Ads) that promote products or services chosen by you (Internal). House ads are commonly used for  non-revenue generating and always have the lowest delivery priority.
  • Best for:- Campaigns where you can serve your own product or services for marketing and not necessarily to directly impact revenue.
  • House Line items can target following cost categories such as CPM or CPC rate or goal.

Example:-

When a publisher wants to ensure that if there are any unsold impressions from his remnant line items, then his in-store product cleaning and repair services are advertised instead of a blank ad slot.

Please take a look on the following picture.