Create a line item

Add new line items to deliver ads

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 ad type. Ad type determines the kind of creative you'll work with later.
    • Display: Work with a variety of display ads—with options from from standard image and HTML5 ads to native ads and custom ad solutions. Learn more about the types of display creatives you can work with.

      Choose the Master/companion option to set up this line item to serve sets of creatives together.

      Only available in Google Ad Manager 360.

    • Video: Work with a variety of video ads—from video ads that appear during streaming content to ads that appear in  set-top boxes. Also includes video ads that play outside a video player and overlay ads that complement streaming video ads. Learn more about the types of video creatives you can work with.
  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 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.
    • Display companions (video only)
      • Optional: Allow the master creative to be delivered without any companions, but tries to serve as many companions as possible.
      • At least one: Only deliver the line item if at least one of the companion creatives appears. Requires the use of GPT in single-request mode.
      • All: Require that all companions appear (one companion for every companion size). Requires the use of GPT in single-request mode.

      "At least one" and "All" only work when served to pages that use GPT in single-request mode. For all other tagging types, creatives are served as if you had selected “As many as possible” for standard inventory sizes. This is because without single-request mode, paired delivery cannot be guaranteed.

    • 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 shows a single creative no more than once per page. 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've elected to "Limit line items" on the "EU user consent" page.

      You can change these settings in bulk through the API. Learn more

      • Don’t serve for any EEA ad requests (Default): 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.
    • Child-directed ads: Select whether to allow this line item to serve child-directed ads with the "Child-directed ads" setting to help you comply with the Children’s Online Privacy Protection Act (COPPA). Learn more about COPPA
    • 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

    (Video only) Available inventory varies depending on the "Display companions" option you've selected.

  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.

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