Find opportunities to optimize revenue

Test and apply suggestions from Ad Manager

Optimize revenue and validate changes with Ad Manager opportunities and experiments. You can view the projected or actual revenue impact of changing an Ad Exchange rule or setting, and then decide whether to commit to the change.

  • Opportunities are weekly suggestions for how you might earn more revenue, such as changing a pricing rule or unblocking a general Ad Exchange category. You can view the projected revenue impact and decide whether to implement the suggested change. See available opportunity types
  • Experiments let you use actual network traffic to test how applying an opportunity suggestion will impact revenue. You set a fixed impression traffic percentage to see how your change performs compared with the rest of your traffic.
Partner with a trusted expert
Rely on a Google Certified Publishing Partner’s expertise to optimize your digital content so you can attract the most profitable and relevant advertising.

Find your opportunities

We calculate opportunities based on historical data for your network, and provide fresh suggestions for your network every Sunday evening (PST). If you don't see any opportunities, we haven't detected any meaningful optimizations for you that week. Subscribe for email updates to stay updated on new opportunities.

  1. Sign in to Google Ad Manager.
  2. Click Home and then Opportunities. Available opportunities may also appear on the Insights card of your Overview home dashboard.
  3. Click View opportunities for the opportunity type you want to apply.
    • Click How this works to see more detailed information about how the opportunity was identified.
    • Click Subscribe for email updates to receive an email whenever new opportunities or experiment results become available.
    • Specific suggestions are listed in the "Your opportunities" section. Each opportunity suggestion displays metrics to help you evaluate the benefits. Learn more about each opportunity type

      There can be multiple suggestions for the same opportunity. Projected metrics for multiple suggestions on a single opportunity are not cumulative. They're displayed separately for you to review and apply. Projected values are estimates, and are not guaranteed.

  4. Click the specific suggestion you want to apply.
    • Click Apply to make the change. You'll be asked to confirm your selection.
    • Click Experiment to test this change on a fixed percentage of impression traffic. Learn more about experiments
    • Click Dismiss to prevent the opportunity from displaying again. We'll ask for feedback so we can improve future recommendations.
Can't find your opportunities?
Only users with the user role permissions listed below can find opportunities.
  • View ad units, placements, and key-values
  • View AdX experiments
  • Edit AdX experiments
  • Ad Exchange

Opportunity types

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Add native formats

Since Ad Exchange buyers can only buy the native inventory formats you target in Ad Manager, adding more native formats creates new opportunities for buyer competition. This increased demand can result in a positive revenue lift.

Only "Native app install" format opportunities are displayed at this time. Mobile traffic is specifically considered for these opportunities. We suggest opportunities based on your native content styles, so we recommend copying the targeting from a content style of the same size and ad unit to your new native app install style.

How this opportunity works
We look at other publisher networks in your business vertical and recommend native formats that are performing well for your peers. If we find a native format that might improve your revenue, we'll calculate projected lift metrics and suggest you add the format to selected ad units already eligible for Native Ad Exchange traffic.

Evaluate this opportunity
We use the past 30 days of data from your network to predict the values below.

  • Projected coverage: The estimated match rate.
    Coverage = (Matched requests / Ad requests)
  • Projected eCPM: The estimated eCPM.
    eCPM = (Revenue / Matched requests) * 1000
  • Projected revenue lift: The estimated additional revenue over 7 days.
    Revenue = (Forecasted impressions * Coverage * eCPM) / 1000

Opportunities are calculated for entire ad units
These projections assume that your native style will not contain any additional geography or key-value targeting to narrow the ad unit impressions. If you add other targeting to your native style, your results might be different than what is projected.

Allow Ad Exchange to compete for your impressions

Enabling inventory that is not currently eligible to compete in Ad Exchange can help you increase coverage and maximize your revenue.

How this opportunity works
We predict the eCPM for your inventory if you were to allow Ad Exchange to compete for your impressions, and forecast your revenue for the next 30 days. We select the opportunities with the greatest potential revenue lift.

Evaluate this opportunity
We use the past 30 days of data from your network to predict the values below.

These projections assume that you have flexible sizes enabled. An ad size is considered "similar" if it's at least 67% of the size specified in the flexible size rule.
  • Projected coverage: The projected percentage of ad requests filled by Ad Exchange (fill rate). This projection is based on the fill rates of similar ad units (with similar ad size, geography/country, platform, or syndication type) on Ad Exchange.
    Coverage = (Matched requests / Ad requests)
  • Projected eCPM: The projected effective cost per thousand impressions for the given ad unit. This projection is based on data for similar ad units (with similar ad size, geography/country, platform, or syndication type) on Ad Exchange.
    eCPM = (Revenue / Matched requests) * 1000
  • Projected revenue lift: Projected Ad Exchange revenue is calculated as follows, using projected coverage and projected eCPM data as described above, as well as forecasted impressions for ad units that are eligible for Ad Exchange.
    Revenue = (Forecasted impressions * Coverage * eCPM) / 1000

Apply this opportunity (Beta) 
When you click Apply, Ad Manager will make the suggested updates to an existing Ad Exchange yield group with compatible targeting. If none exists, a new yield group will be created for you. 

We recommend enabling flexible sizes to maximize your revenue.

Allow Optimized Pricing to automatically manage floor prices (Beta) 

Allowing Ad Manager to use Optimized Pricing to automatically optimize Open Auction floor prices may increase revenue. Learn more

How this opportunity works
We leverage historical bid data to automatically adjust Open Auction floor prices to maximize overall revenue. Floor prices are frequently updated to adapt to changing market conditions.

Evaluate this opportunity
We use the past 7 days of data from your network to predict the values below.

  • Projected coverage: The estimated match rate.
    Coverage = (Matched requests / Ad requests)
  • Projected eCPM: The estimated eCPM.
    eCPM = (Revenue / Matched requests) * 1000
  • Projected revenue lift: The estimated additional revenue over 7 days.
    Revenue = (Forecasted impressions * Coverage * eCPM) / 1000

Enable out-stream video demand to compete with display on your mobile inventory (Beta) 

Video demand often has higher CPMs than display. Enabling out-stream video demand to compete for existing display inventory may generate higher CPMs and increase revenue. 

How this opportunity works

We predict the impact of opting into out-stream video demand by aggregating the average impact that allowing out-stream video demand to compete has on similar inventory.

Apply this opportunity
When you click Apply, a protection will be created that opts in the video ad experience for mobile devices.

Enable Target CPM on open auction pricing rules

Allow Ad Manager to make automatic adjustments to open auction pricing rules to improve performance.

How this opportunity works
We use Target CPM as a guide to make automatic adjustments to pricing rules. This may lead to higher fill rates and increased revenue. We maintain the same (or higher) CPM on average across inventory with Target CPM-enabled rules. 

Apply this opportunity
When you click Apply, Target CPM will be enabled for all your open auction pricing rules.

To stop using Target CPM for a rule, manually disable it in the individual pricing rule settings and enter a new floor value.

You'll need to manually enable Target CPM for First Look pricing rules. They won't be updated by applying this opportunity.

Lower First Look auction floor prices

Lowering floor prices for your inventory increases the number of bids that can win the auction, which increases coverage and helps you maximize your revenue.

Lowering the floor price results in a higher fill rate, which may take impressions from your reservation inventory. We recommend running an experiment first to evaluate its impact on your reservations.

How this opportunity works
We simulate an auction with different floor prices to measure how much revenue you would gain from changing the floor price. We provide recommendations for the floor prices that resulted in a positive revenue lift.

Evaluate this opportunity
We use the past 7 days of data from your network to predict the values below.

  • Projected coverage: The estimated match rate.
    Coverage = (Matched requests / Ad requests)
  • Projected eCPM: The estimated eCPM.
    eCPM = (Revenue / Matched requests) * 1000
  • Projected revenue lift: The estimated additional revenue over 7 days.
    Revenue = (Forecasted impressions * Coverage * eCPM) / 1000

Lower Open Auction floor prices

Lowering floor prices for your inventory increases the number of bids that can win the auction, which increases coverage and helps you maximize your revenue.

How this opportunity works
We simulate an auction with different floor prices to measure how much revenue you would gain from changing the floor price. We provide recommendations for the floor prices that resulted in a positive revenue lift.

Evaluate this opportunity
We use the past 7 days of data from your network to predict the values below.

  • Projected coverage: The estimated match rate.
    Coverage = (Matched requests / Ad requests)
  • Projected eCPM: The estimated eCPM.
    eCPM = (Revenue / Matched requests) * 1000
  • Projected revenue lift: The estimated additional revenue over 7 days.
    Revenue = (Forecasted impressions * Coverage * eCPM) / 1000

Opt into high-performing ad technologies

Opting into ad technologies can increase demand flowing through the system and drive more revenue, potentially increasing your CPM.

How this opportunity works
We look at which technologies similar publishers by vertical and geo have opted into, and calculate what percentage of revenue comes from those ad technologies to forecast the revenue impact of opting into them.

Evaluate this opportunity
We use the past 30 days of data from your network to predict the values below.

  • Projected coverage: The estimated match rate.
    Coverage = (Matched requests / Ad requests)
  • Projected eCPM: The estimated eCPM.
    eCPM = (Revenue / Matched requests) * 1000
  • Projected revenue lift: The estimated additional revenue over 7 days.
    Revenue = (Forecasted impressions * Coverage * eCPM) / 1000

Optimized competition

Improve overall yield on inventory eligible for dynamic allocation across Ad Manager and Ad Exchange.

How this opportunity works
Optimized competition allows auction buyers to win impressions that would have previously gone to a reservation line item when they're willing to pay high prices relative to reservations. Increased competition results in auction buyers winning impressions that would have previously gone to a reservation line item, but the low fill rate (typically under 1%) results in limited impact to reservation delivery. Learn more

Evaluate this opportunity
We use 7 days of data from your network to predict the values below.

  • Experiment AdX revenue lift: The estimated revenue gain over 7 days.
  • Optimized competition eCPM: The eCPM of queries where optimized competition determined the winning buyer.
  • Experiment AdX impression lift: The estimated impression gain over 7 days.

Apply this opportunity
This opportunity applies to all inventory eligible for dynamic allocation across Ad Manager.

  1. Navigate to Reports and then Opportunities.
  2. Find the "Enable optimized competition" card and select View opportunity.
  3. Click Apply from the details page.

Stop low-performing deals

Sometimes the open auction or a different deal can be a better fit for your inventory than a deal in which it is currently running.

How this opportunity works
Samples of deal requests are used in a simulation to evaluate how the same inventory would have performed if the deal ID had not existed.

Positive lift suggests that you are earning more currently, while negative lift suggests that you could have earned more with the inventory if you stopped the deal.

Evaluate this opportunity
Up to 6 weeks of data from your network are used to predict the values below.

  • Projected impression lift: The estimated number of filled impressions you'll gain over 7 days.
  • Projected eCPM lift: The estimated eCPM increase you'll see.
  • Projected revenue lift: The estimated additional revenue over 7 days.

In the "Impressions breakdown" table, compare the revenue and fill rate for the impressions affected by this deal. You can also find the revenue lift metric in the table of active deals or on details page of deals for each buyer.

Unblock general categories

Unblocking categories allows more advertisers and buyers to compete for your inventory, which increases coverage and helps you maximize your revenue.

How this opportunity works
We find similar publishers by vertical and geo with these categories unblocked and calculate what percentage of revenue comes from the blocked categories to forecast the revenue impact of unblocking them.

Subscribe for email updates about new opportunities

  1. Sign in to Google Ad Manager.
  2. Click Reports and then Opportunities.
  3. Click Subscribe for email updates.
Are experiments different than Optimization?
Yes. With experiments, you can choose how much of your traffic to allocate toward an experiment, define a time frame, then use the results to make a decision about whether to apply the suggestion to a rule. Optimization works in the background and uses a predictive model to estimate CTR and determine the best ad to serve, and requires no additional setup once enabled. Learn more about Optimization
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