Key Takeaways

• Google Ad Manager (GAM) is an ad serving platform designed for mid to large publishers who need more control over their ad inventory than AdSense provides

• Setting up GAM requires technical knowhow but delivers greater revenue potential through access to multiple demand sources

• Implementation involves creating ad units, setting up line items, and implementing correct tags on your site

• Publishers can use GAM alongside AdSense to maximize their monetization strategy

• Proper setup requires attention to ad placement, viewability, and policy compliance

What is Google Ad Manager and Why Should Publishers Care?

Google Ad Manager (GAM) isnt just another Google product, it's a comprehensive ad serving platform that gives publishers serious control over their ad inventory. If you've outgrown AdSense or need more flexibility with your monetization, GAM might be exactly what your looking for.

Unlike AdSense, which is primarily an ad network, GAM functions as both an ad server and a platform to access multiple demand sources, including AdSense itself. This hybrid approach allows publishers to sell their inventory directly to advertisers, work with third-party networks, and still tap into Google's massive ecosystem of buyers.

The most significant advantage? Control. With GAM, you decide exactly which ads appear where, when they show up, and for how much. This level of granularity is impossible with simpler solutions like AdSense.

According to a study by Snigel, publishers using GAM reported average revenue increases of 30-40% compared to using AdSense alone. That's because GAM creates competition for your ad space, driving up prices through automated auctions.

GAM vs AdSense: Understanding the Differences

Before diving into setup, let's clarify how GAM differs from the more familiar AdSense platform:

As shown in the comparison, GAM offers more capabilities but comes with increased complexity. The good news is that Google has relaxed the traffic requirements in recent years, making GAM accessible to more publishers.

According to Setupad, "AdSense is a free CPC platform for publishers to monetize their websites, while GAM gives publishers complete control over their ad inventory." This control is the primary reason many publishers make the switch.

Getting Started: Account Setup Process

Setting up your GAM account is the first hurdle, but it's straightforward if you follow these steps:

1. Choose the Right Account Type

GAM comes in two flavors:

• Google Ad Manager for Small Business: Free version with core functionality

• Google Ad Manager 360: Premium version with advanced features (requires significant traffic)

Most publishers start with the Small Business version, which still offers plenty of tools to optimize your ad operations.

2. Complete the Application Process

To get started:

1. Visit Google Ad Manager

2. Click "Sign up" and follow the prompts

3. Provide details about your site/app and traffic

4. Accept the terms of service

5. Wait for approval (usually 1-3 business days)

The approval process can sometimes take longer if Google needs additional information or verification. Make sure your site complies with Google's publisher policies before applying.

3. Configure Your Network Settings

Once approved, you'll need to configure some basic settings:

• Time zone and currency preferences

• User access and permissions

• Inventory settings

• Default ad unit sizes

Don't rush this step, these settings affect how your entire ad operation functions.

Creating Your Ad Inventory in GAM

With your account ready, it's time to set up your ad inventory. This is where GAM really shines with its flexibility.

Defining Ad Units

Ad units are the spots on your site where ads will appear. To create them:

1. Navigate to Inventory > Ad units

2. Click "New ad unit"

3. Name your ad unit (use a logical naming convention)

4. Set the size (standard sizes perform better)

5. Apply targeting parameters if needed

6. Save your new ad unit

Pro tip: Create a logical hierarchy for your ad units based on site sections or placement types. This makes management much easier as your inventory grows.

Generating Ad Tags

Ad tags are snippets of code that you'll place on your site to display ads. To generate them:

1. Select the ad unit you created

2. Click "Generate tags"

3. Choose the appropriate tag type (GPT is recommended)

4. Configure any additional settings

5. Copy the generated code

Implementing Tags on Your Site

The implementation varies depending on your site architecture, but generally:

<!-- Example GAM ad tag implementation -->
<script async src="https://securepubads.g.doubleclick.net/tag/js/gpt.js"></script>
<script>
  window.googletag = window.googletag || {cmd: []};
  googletag.cmd.push(function() {
    googletag.defineSlot('/123456789/example_ad_unit', [728, 90], 'div-gpt-ad-123456789-0').addService(googletag.pubads());
    googletag.pubads().enableSingleRequest();
    googletag.enableServices();
  });
</script>

<div id="div-gpt-ad-123456789-0" style="width: 728px; height: 90px;"></div>
<script>
  googletag.cmd.push(function() {
    googletag.display('div-gpt-ad-123456789-0');
  });
</script>

This is where things get technical. If your not comfortable with code, consider working with a developer for this implementation.

Advanced Configuration: Orders and Line Items

One of GAM's powerful features is the ability to set up direct deals through orders and line items.

Creating Orders

Orders represent advertising campaigns from specific buyers. To create one:

1. Go to Delivery > Orders

2. Click "New order"

3. Enter advertiser information

4. Set campaign dates and budget

5. Save the order

Setting Up Line Items

Line items define the specifics of each campaign within an order:

1. Within your order, click "New line item"

2. Select the type (eg, Standard, Sponsorship)

3. Set pricing information

4. Choose targeting criteria

5. Assign creatives or third-party tags

6. Add the line item to your order

The line item type is crucial, it determines ad priority and how it competes in the auction. Line items let you manage which ads get delivered to specific auctions based on factors like geography, device type, and user interests.

Implementing Header Bidding with GAM

Header bidding is a technique that allows publishers to offer inventory to multiple ad exchanges simultaneously before making calls to their ad server. GAM supports header bidding implementation, which can significantly boost your revenue.

Basic Header Bidding Setup

1. Choose a header bidding wrapper (Prebid is popular)

2. Configure demand partners and price granularity

3. Create price buckets in GAM

4. Set up line items matching your price floors

5. Implement the wrapper code on your site

Header bidding typically delivers a 20-50% revenue lift according to industry data, but requires technical expertise to implement correctly.

Optimizing Your GAM Implementation

Setting up GAM is just the beginning. To maximize performance, you need to optimize continuously:

Key Performance Optimizations

1. Ad layout and density: Balance revenue with user experience

2. Viewability improvement: Ensure ads have high viewability rates

3. Refresh strategies: Implement intelligent refresh policies for seen ads

4. Lazy loading: Load ads only when they're about to come into view

5. Mobile optimization: Create separate strategies for mobile traffic

According to WordStream, "The most successful publishers constantly test different ad layouts and configurations to find the optimal balance between revenue and user experience."

Policy Compliance Considerations

Google's policies are strict and violations can lead to account suspension. Pay careful attention to:

• Ad density and layout requirements

• Invalid traffic prevention

• Content restrictions

• User consent mechanisms (especially for GDPR)

• Ad placement near sensitive content

Regular audits of your implementation can help identify potential issues before they become problems.

Reporting and Analysis

GAM's reporting tools give you deep insights into your ad performance:

Essential Reports to Monitor

1. Inventory reports: Track ad unit performance

2. Revenue reports: Monitor earnings by day, week, month

3. Buyer reports: See which demand sources perform best

4. Historical reports: Analyze trends over time

5. Custom reports: Create specific views into the data you need

Data-driven decision making is essential for ongoing optimization. Schedule regular reviews of your reports to identify opportunities for improvement.

Troubleshooting Common Issues

Even with careful implementation, you may encounter issues. Here are solutions to common problems:

No Ads Appearing

• Check if ad blockers are active

• Verify correct ad tag implementation

• Ensure ad units are approved and active

• Look for console errors in browser developer tools

Low Fill Rates

• Review price floors (set them too high?)

• Check targeting restrictions

• Ensure you have diverse demand sources

• Verify ad sizes match industry standards

Discrepancies in Reporting

• Understand that some discrepancy is normal (usually 5-10%)

• Check time zone settings across platforms

• Verify impression counting methodologies

• Look for client-side filtering or limitations

Frequently Asked Questions

Is Google Ad Manager free to use? The standard version of Google Ad Manager is free for publishers. GAM 360, the enterprise version, has costs associated with it based on impression volume.

What traffic levels do I need for Google Ad Manager? While Google used to require millions of monthly impressions, they've relaxed these requirements. Now publishers with consistent traffic can qualify, even with lower volumes.

Can I use AdSense and GAM together? Yes! Many publishers use both platforms. You can include AdSense as one of your demand sources within GAM.

How technical is the GAM implementation? GAM requires moderate to advanced technical skills for proper implementation. If you're not comfortable with JavaScript and ad tech concepts, consider working with a developer or ad ops specialist.

How long does GAM approval take? Typically 1-3 business days, but it can take longer if additional verification is needed or if Google has questions about your site.

Implementing Google Ad Manager represents a significant step up in your ad monetization strategy. While the setup process requires technical knowhow and careful planning, the revenue benefits make it worthwhile for publishers looking to maximize their ad earnings. Start with the basics, ensure proper implementation, and then gradually explore the advanced features as you become more comfortable with the platform.