Delivery basics

Get started with ads in Google Ad Manager

A publisher is someone who owns or manages a digital platform that delivers content to users—that is, a website or app. Publishers produce content that users want to engage with. As publisher, you may find yourself wanting monetize your traffic. That simply means generating revenue based on the people who visit your website or use of your app.

On way to monetize traffic is through ad sales. Advertisers, or buyers who represent advertisers, seek ad inventory that meets their needs. An athletic shoe company might, for instance, want to advertise on an app dedicated to keeping track of workouts.

Google Ad Manager helps you manage ad campaigns on your website or app. You can decide where to show ads on your digital platforms, how much those ads cost advertisers, and report on ad campaign activity in order to optimize revenue streams and bill customers.

There are a variety of ways you can transact with buyers. You can negotiate terms for agreed delivery on distinct ad inventory, on specific dates, at a promised pricing. You may also engage in auction-based ad sales, where you offer ad inventory with a floor price, and bidders compete in real time to win your ad space. In this scenarios, there may be no terms or obligations outside the a single auction event. You can learn more about ways to engage buyers in Ways of transacting in Ad Manager.

In this article, we'll provide a broad overview of getting started with ads in Google Ad Manager.

Orders and line items

Orders and line items represent a transaction between you and a buyer. However, there are other ways to engage with buyers, such as auction-based transactions.

Orders and line items are the basic building block of an ad campaign.

  • Orders contain high-level details about a campaign, such as who the buyer or advertiser is and people at your organization responsible for the campaign. 
  • Line items contain information about how an ad creative should show on your website or app, such as when and where specifically to show the creative. Line items also contain details about pricing and targeting, the mechanism that helps an ad reach a specific demographic or audience. 

Line items are the place you later add the ad creative the advertiser wants to show on your website or app.

Learn more:

Ad units and ad tags

Ad units represent ad inventory on your website or app—where you want to show ads.

A critical step to start delivering ads is to create ad units and generate ad tags.

Ad tags are inserted into your webpages or apps so that campaigns know where to show ad creatives. Ad tags belong to specific ad units, which represent the spaces on your website or app where you want to show ads.

If you belong to a large organization or publisher, there may be people with the technical expertise who are dedicated to managing ad units and insert  ad tags.

Campaign example

Imagine that you maintain a website, a mobile site, and apps for Android and iOS. Suppose a bank wants to advertise on your website in order to promote a new savings account offer as well as home loans. An order with this advertiser might include two line items:

  • Line item 1 (Savings Account Campaign):
    • 750,000 impressions
    • from January 15 to March 15
    • at a price of $5 per 1000 impressions (CPM)
    • that targets all users
    • across all of your content
  • Line item 2 (Home Loan Campaign):
    • unlimited impressions
    • from January 1 to March 31
    • at an agreed upon price of $125,000 total for 60 days (CPD)
    • that targets users between the ages of 30 and 50 who live in the United States
    • On the mobile apps only

With an order signed and the line items created, the last step is to add creatives to the line items. The creatives can be added directly to the line items as you create them, or you can upload them to your Ad Manager network and save them for later use. To be delivered, a line item needs at least one creative.

For example, in the scenario above, in which a bank wants to purchase your inventory for their savings account and home loan advertising campaigns, you add 728x90, 160x600, and 300x250 savings account creatives to your Ad Manager network and add them to line item 1, since the line item is targeting multiple placements that contain ad units of these sizes.

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