Apply and implement labels

Add creative wrappers to your ads

Creative wrappers are snippets of code that wrap around a creative when it's served. You can use them to serve third-party tracking pixels or other code that's useful to you. Creative wrappers are applied to ad units using labels and served whenever Ad Manager delivers a creative to that ad unit. 

  • For mobile web or apps, creative wrappers are supported for creatives built on the following types: Custom, Image, Native, Third party, User-defined template, or System-defined template. For other creative types, creative wrappers are ignored on mobile, even if they’re assigned to an ad unit.
  • Creative wrappers used in mobile apps might require additional code or styles to display correctly.
  • Creative wrappers aren’t supported for AdSense creatives, custom-rendered native creatives, Ad Exchange creatives, HTML5 creatives, out-of-page creatives, or video creatives.

Use creative wrappers with AMPHTML ads

You can add creative wrappers to standard HTML and AMPHTML ads. AMPHTML ads enable publishers, marketers, and technology providers to deliver faster, lighter, more secure ad experiences across all platforms using the principles of Accelerated Mobile Pages (AMP) to building and serving ads.

Which creative version will serve?

When an AMP page requests an ad, an AMPHTML ad is served. The following creative version is served based on the types of wrappers available in your label.

Creative wrapper includes AMPHTML? Creative wrapper includes standard HTML? Creative served
Yes Yes AMPHTML ad with AMPHTML creative wrapper
Yes No AMPHTML ad with AMPHTML creative wrappers
No No AMPHTML ad with no wrappers
No Yes If available, standard HTML ad with standard HTML creative wrapper. Otherwise no ad serves

For non-AMP pages:

Creative wrapper includes 
AMPHTML?
Creative wrapper includes 
standard HTML?
Creative served
Yes Yes Standard or AMPHTML ad, chosen based on expected performance, with appropriate creative wrapper
Yes No AMPHTML ad with AMPHTML creative wrapper
No No Standard or AMPHTML ad, chosen based on expected performance
No Yes Standard HTML ad with standard HTML creative wrapper

Create creative wrappers

Use the same process to create both standard HTML and AMPHTML creative wrappers:

  1. Sign in to Google Ad Manager.
  2. Create a creative wrapper label. Each label can only be applied to one creative wrapper.
  3. Click Admin and then Inventory and then Creative wrappers and then  New creative wrapper.
  4. Choose the label you created in Step 2. This is the label you'll apply to ad units to implement the creative wrapper.
  5. Select whether to add a code snippet for standard ads, AMPHTML ads, or both.
  6. Enter your desired code into the text boxes:
    • Standard HTML: 
      1. Enter text in the "Header" and "Footer". You may create a creative wrapper with only a header or footer, but you must have one or the other.
      2. Choose the wrapping order for the header and footer. This setting determines which code is served closest to the inside or furthest to the outside when you're applying more than one creative wrapper to an ad unit.

        Example: If you were setting up nested creative wrappers within an iframe, you would set this field to Outer for the creative wrapper containing the iframe code. The other creative wrappers would appear inside the iframe.

    • AMPHTML: Enter HTML or other code that will be added to the beginning of the AMP creative code’s head and body elements. You may create a creative wrapper with only a head or body, but you must have one or the other.
  7. Click Save.
  8. Apply the creative wrapper to ad units.

    You can apply wrappers to specific ad units or across your entire ad network. Learn more

Apply creative wrappers to ad units

Next, apply creative wrapper labels to your inventory. You can apply creative wrappers to creatives that serve to specific ad units or across your entire ad network.

When you apply a creative wrapper to an ad unit, it’s inherited by all ad units under it, including any special ad units.

How to apply creative wrappers to specific ad units

  1. Sign in to Google Ad Manager.
  2. In the ad unit, click Settings.
  3. In the Labels field, click edit.
  4. Enter the creative wrapper labels you want to apply to the ad unit.
  5. Click Save.

Apply creative wrappers across all ad units

  1. Sign in to Google Ad Manager.
  2. Click Inventory and then Network settings.
  3. Enter the creative wrapper labels into the Labels field.
  4. Click Save.

Wrapping order

Wrapping order determines the order in which a wrapper is placed in relation to other wrappers on the same creative. The order affects how the code is laid out within the webpage where the creative is served.

  • No preference: No position is specified for this wrapper. Other wrappers' settings will be respected. This is the default value.
  • Inner: The code in this wrapper will be placed immediately before and after the creative code. Code from other wrappers will be placed outside of this wrapper, farther from the creative code.
  • Outer: The code in this wrapper will be placed outside of other wrappers on the creative. Code from other wrappers will be placed inside of the code from this wrapper, closer to the creative code.

If you plan to use multiple creative wrappers with your ad units, be careful about the wrapping order. It's best to avoid applying more than one creative wrapper with the same wrapping order (other than "No preference") to a given ad unit. Keep in mind that conflicts could be created between creative wrappers applied to your whole network and those applied to individual ad units, or between creative wrappers applied to parent and child ad units.

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