Create a line item

Add new line items to deliver ads


New trafficking experience

Ad Manager might look a little different if you're using the new trafficking user interface

Not seeing the new user interface? Jump below to the existing content by clicking here.

Line items capture the delivery details for your advertiser and, later, are where you include creatives—what ad actually shows on your website or app.

Ad type

As the first step of adding a line item, you need to choose either the Display or Video ad type. This selection in Ad Manager determines the kind of creative the line item should serve. The creative is the central and most important piece of any advertiser's campaign, and the line item should be configured to ensure that the advertiser's creative requirements are met. Learn more

Add line items​

  1. Sign in to Google Ad Manager.
  2. Click Delivery and then Orders.
  3. Click New order to start a new order or click the name of an existing order to go to its details.
  4. Click Add line item or New line item.
  5. Select the type of ad you want to serve:
    • Display: Create a variety of rich ad experiences from standard image ads and Campaign Manager URLs to native forms and custom solutions.
      Choose the Master/companion option to set up this line item to serve sets of creatives together. Learn more 

      Only available in Google Ad Manager 360.

    • Video: Create engaging video ad experiences that appear during streaming content, both in video players and on set-top boxes. Also includes video ads that play outside a video player and overlay ads that complement streaming video ads. Learn more
  6. Enter a line item "Name" that is unique within the order.
  7. Enter the line item type and priority.
  8. Next to "Expected creatives," add the inventory sizes of the creatives you plan to upload.
    Once you define a size, the relevant creative will continue to serve impressions even after removing the size from the line item. The line item will stop serving impressions only when the creatives are deactivated.
  9. Enter optional "Additional settings":
    • Add "Labels," which can be used to prevent two line items in the same category from being shown on the same page or prevent line items from being delivered in emergency situations.
    • Select Allow same advertiser exception if you want the line item to be able to be delivered to app or webpages at the same time as other line items from the same advertiser when a competitive exclusion label is active.
    • Enter "Comments" that might help with trafficking the line item.
    • Add "Custom fields" to help organize the line item in reports.
    • Add a "Viewability provider."
  10. Next to "Delivery settings," enter dates, quantity, and cost, as well as any discount you want to take from the line item's cost.
    • For sponsorship and network line items, instead of an impression quantity, enter a goal percentage of total inventory impressions. You can optionally set a minimum quantity contractually sold for the line item used only for reporting purposes.
    • If you're creating a sponsorship or network line item with CPM pricing, the "Discount" field is not available.
    • You can also add a grace period to standard and bulk line items to give them more time to reach its goal.

      Only available in Google Ad Manager 360.

  11. Next to "Adjust delivery (optional)," set how quickly to deliver impressions and how to display the line item's creatives.
    • Deliver impressions
      • Evenly (default): Serve impressions as evenly as possible across the number of days specified in a line item. Note that pacing can still vary on an hourly basis.
      • Frontloaded: Serve more impressions at the beginning of the line item's run.
      • As fast as possible: Block lower-priority or lower-value line items from delivering in the selected placements until the requirements of the line item are met. Selecting this option may result in delivery of all booked impressions well before the specified end date for the line item. The default behavior is to deliver ads evenly across the line item's delivery period.
      • All: All creatives associated with this line item appear together on a page, or the line item cannot serve. 
    • Display creatives
      • Only one: Show only one creative per page if multiple creatives are associated with this line item.
      • One or more (default): Allow multiple creatives associated with this line item to show.
      • As many as possible: Show creatives in as many ad units as possible.
    • Rotate creatives
      • Evenly: Creatives rotate evenly.
      • Optimized (default): Creative with the highest CTR will be shown more often.
      • Weighted: Creatives rotate at a frequency you specify.
      • Sequential: Creatives rotate in the order you specify. You must enter a number between 1 and 80.
        Ad Manager will show a single creative no more than once per page. Therefore, if you want the same creative to appear more than once per page, you must add multiple instances of that creative to a line item.
    • Limit EEA serving: Specify how the line item will serve for traffic to your users in the European Economic Area (EEA). This option is only available if you have elected to “Limit line items” on the “EU user consent” page. Options are:
      You can change these settings in bulk through the API. Learn more
      • Don’t serve for any EEA ad requests: Google won’t serve this line item to your users in the EEA.
      • Don’t limit serving: Google can continue to show ads from this line item to your users in the EEA.
      • Don’t serve for non-personalized ad requests: This line item won’t serve to any ad request tagged as non-personalized, any ad request from an EEA country when “Non-personalized ads” is selected on the “EU user consent” page, or any ad request when a signed-in Google user in the EEA has directly provided Google with age information and is under the age of consent set by GDPR.
    • Day and time: Specify days of the week and times of day when the line item can be delivered. Learn more about dayparting
    • Frequency: Limit the number of times that ads from a line item are served to any individual user. Learn more about frequency caps.
  12. Next to "Add targeting", select the inventory you want to target. Learn more about targeting criteria
  13. Use forecasting to help predict how the line item will perform.
    For Standard and Sponsorship line items, click Check inventory to confirm whether ad impressions are available. Learn more
  14. Click Save.
    Monitor your line item's delivery
    Use a line item's "Troubleshoot" tab to see reasons your line item isn't delivering. This can help you determine whether your delivery settings need to be adjusted to optimize revenue.

 

Previous trafficking experience

The following instructions and behavior reflect the previous trafficking experience.

Follow the instructions below to create a line item with new pricing, quantity, and targeting settings. If, however, you'd like to duplicate an existing line item's settings, you can copy a line item instead. Depending on your network setup, you might see additional line item fields, or some of the fields listed below might not be available.

  1. Navigate to Delivery.
  2. Click New order to start a new order or click the name of an existing order to go to its details.
  3. Click New line item.
  4. Enter basic information about the line item.

    (Optional) Apply creative-level targeting, labels, custom fields, and more

    Target creatives and help forecast available inventory by defining creative sizes, the number (count) for each size, creative-level targeting and any ad unit frequency capping labels that will be applied to the line item's creatives.
    Add labels, which can be used to prevent two line items in the same category from being shown on the same page or prevent line items from being delivered in emergency situations. Learn more about labels
    Allow a same advertiser exception if you want the line item to be able to be delivered to webpages at the same time as other line items from the same advertiser when a competitive exclusion label is active.
    Enter comments that might help with trafficking the line item.
    Add custom fields to help organize the line item in reports. Learn more about custom fields
    • Enter a line item name. Line item names must be unique within the order.
    • Enter the inventory sizes of the creatives you plan to upload.
      • Once you define a size, the relevant creative will continue to serve impressions even after removing the size from the line item. The line item will stop serving impressions only when the creatives are deactivated.
      • Select Video VAST to create a video line item.
      • Select Master/companion roadblock to set up master/companion roadblock sizes.

        Only available in Google Ad Manager 360.

  5. In the Settings section, enter the line item type, dates, quantity, and cost, as well as any discount you want to take from the line item's cost.

    Watch related Publisher University training (Settings)

    • For sponsorship and network line items, instead of an impression quantity, enter a goal percentage of total inventory impressions. You can optionally set a minimum quantity contractually sold for the line item used only for reporting purposes.
    • If you're creating a sponsorship or network line item with CPM pricing, the Discount field is not available.
    • You can also add a grace period to standard and bulk line items to give them more time to reach its goal.

      Only available in Google Ad Manager 360.

  6. Adjust delivery settings to tell Ad Manager how quickly to deliver impressions and how to display the line item's creatives.

    Watch related Publisher University training (Delivery: Part 1)

    Watch related Publisher University training (Delivery: Part 2)

    • Deliver impressions
      • Evenly (default): Serve impressions as evenly as possible across the number of days specified in a line item. Note that pacing can still vary on an hourly basis.
      • Frontloaded: Serve more impressions at the beginning of the line item's run.
      • As fast as possible: Block lower-priority or lower-value line items from delivering in the selected placements until the requirements of the line item are met. Selecting this option may result in delivery of all booked impressions well before the specified end date for the line item. The default behavior is to deliver ads evenly across the line item's delivery period.
    • Display creatives
      • Only one: Show only one creative per page if multiple creatives are associated with this line item.
      • One or more (default): Allow multiple creatives associated with this line item to show.
      • As many as possible: Show creatives in as many ad units as possible.
    • Rotate creatives
      • Even: Creatives rotate evenly.
      • Optimized (default): Creative with the highest CTR will be shown more often.
      • Weighted: Creatives rotate at a frequency you specify.
      • Sequential: Creatives rotate in the order you specify. You must enter a number between 1 and 80.
        Ad Manager will show a single creative no more than once per page. Therefore, if you want the same creative to appear more than once per page, you must add multiple instances of that creative to a line item.
    • Day and time: Specify days of the week and times of day when the line item can be delivered. Learn more about dayparting
    • Frequency: Limit the number of times that ads from a line item are served to any individual user. Learn more about frequency caps
    • Limit EEA serving: Specify how the line item will serve for traffic to your users in the European Economic Area (EEA). This option is only available if you have elected to “Limit line items” on the “EU user consent” page. Options are:
      You can change these settings in bulk through the API. Learn more
      • Don’t serve for any EEA ad requests: Google won’t serve this line item to your users in the EEA.
      • Don’t serve for non-personalized ad requests: This line item won’t serve to any ad request tagged as non-personalized, any ad request from an EEA country when “Non-personalized ads” is selected on the “EU user consent” page, or any ad request when a signed-in Google user in the EEA has directly provided Google with age information and is under the age of consent set by GDPR.
      • Don’t limit serving: Google can continue to show ads from this line item to your users in the EEA.
  7. In the Add targeting section, select the inventory you want to target. Learn more about targeting criteria
  8. Use forecasting to help predict how the line item will perform.
    • For Standard and Sponsorship line items, click Check inventory to confirm whether ad impressions are available. Learn more
      Forecasting for new ad units
      When you book a line item to a new ad unit, you might see a warning that there's not enough available inventory. This happens because there's no sample data for the new ad unit, so the forecasting simulation can't make a projection of available impressions.
      To remedy this, overbook the line item or create a manual forecast adjustment for the ad unit, wait a short time for Ad Manager to process it, and save the line item.

      Only available in Google Ad Manager 360.

  9. Click Save or Save and... for additional options. For example:
    • Save and... > New line item allows you to save the current line item and create another new line item.
    • Save and... > Upload creatives allows you to save the current line item and upload creatives for the line item.
    • Save and... > Generate multi-size creative is intended for Ad Exchange line items with multi-size pricing.

      Monitor your line item's delivery
      Use a line item's "Troubleshoot" tab to see reasons your line item isn't delivering. This can help you determine whether your delivery settings need to be adjusted to optimize revenue.
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