Orders are one of the main building blocks of creating an an ad campaign in Ad Manager. Along with line items, they represent the details of an agreement between you and a buyer of your ad inventory.
Orders contain high level information about an ad campaign, such as who is buying your ad inventory (the advertiser or buyers involved) and people at your organization responsible for the ad campaign. Later, you can add line items to orders. In line items, you configure specifics about how ad creatives are intended to show on your website or app.
In this article, you can familiarize yourself with order settings. You can start a new order in Ad Manager and follow along. When you're familiar with orders, you can get familiar with line items in About line items.
The name of an order should be something descriptive about the campaign and its line items. Order names must be unique across your Ad Manager network.
If you or your organization doesn't have a naming convention, it might be a good idea to develop one. A good naming convention allows you to see what the campaign is about. Some naming conventions for orders include the buyer or advertiser. A good naming convention later allows you to more easily filter for line items or use universal search to find line items and more.
An advertiser is the organization that wants to show an ad creative on your website or app. They're your main negotiating partner for the campaign. This field can also be used for ad networks.
The primary person within your organization who's responsible for uploading creatives and managing the day-to-day details of the line items in the order. This person may oversee or work side-by-side with a team of other traffickers to manage the order and its line items. As such, you also have the opportunity to add multiple secondary traffickers.
Labels are used to group objects for a variety of purposes. They can prevent ads from advertisers who sell similar products serving on the same page, for instance, or assist you in managing certain types of creatives. Labels added to orders are inherited by line items—it's a convenient way to make sure all line items in an order have a desired label. However, you can later modify labels in line items.
Learn more about labels in About labels.
Only available in Google Ad Manager 360.
A number of optional advanced setting can be configured to help you manage your ad campaign.
Advertiser contacts are people associated with the advertiser. Contacts are created by an Ad Manager administrator or someone with similar permissions. They serve as a way for you to know who to contact if there are questions. The Ad Manager administrator also has the ability to authorize the contact to view orders and line items they're associated with. Learn more about orders.
Advertisers often use ad agencies to represent them. These agencies could be the people who deliver the ad creative to you or other types of ad agencies that manage aspects of the campaign.
Similar to advertiser contacts, agency contacts are people associated with the agency and also created by an Ad Manager administrator or someone with similar permissions. If the Ad Manager administrator has set their profile as such, they may also has the ability to view orders and line items they're associated with. Learn more about orders.
Like the primary trafficker, these are others at your organization responsible for managing the day-to-day details of the line items in the order.
Your organization may have a dedicated or part-time salesperson, or a team of salespeople, responsible for finding leads or closing advertising revenue opportunities. If so, you can add this salesperson to the order. In many larger organizations, attribution of sales of an ad campaign is recorded in the order. This allows your organization to more easily manage compensation for salespeople.
You can add multiple, supporting salespeople to an order. These people, like the lead salesperson, may have helped find leads, closed advertising revenue opportunities, or provided other support to your sales process.
Secondary salespeople is not supported for programmatic deals.
Many organizations have a purchase order (PO) number that they associate with an order. This PO number is associated with a buyer or advertiser and often used for accounting or billing purposes. This field is free-form text.
Additional ideas, instructions, or any other information. The "Notes" field is free-form text. Anyone who has access to the order has access to this field.
Ad Manager administrator or someone with similar permissions can create custom fields for your network. These custom fields can capture information that Ad Manager doesn't capture information that isn't available in Ad Manager by default. This information is then visible to other users and can be reported upon later.
When you're working with an order, you may be instructed to add a custom field and enter its details. Talk to your manager or Ad Manager administrator if you're not sure you should use custom fields.
The order summary appears at the top of an existing order and provides order and line item details.
The order ID is generated by Ad Manager upon creation. Order ID is useful to ensure you and others are referring to the same campaign. Order ID can also be used in universal search to find orders that require your attention.
Represents the duration of all the line items in the order. The start date is the earliest date of any line item, while the end date is the latest date of any of the line items included in the order.
Total projected value gives you a view in the entire potential revenue of an ad campaign. The value is the sum of the total values in all line items in an order—but also takes into account previous delivery. If changes mid-flight (while delivery is in progress) are made to a line item, "Total projected value" reflects previous delivery. "Total projected value" also includes archived line items.
A line item's total value is always a projected value of current line item settings. Previous delivery is not taken into account.
Unlike the total value of a line item, "Total projected value" takes into account mid-flight changes to volume (quantity, goal, limit) in line items. Ad Manager stores the values previously delivered. This value is based on the number of impressions, clicks, conversions that have occurred and the rate in the line item at of the time of delivery. These stored values are then summed with the new projected total value of the changed line item settings.
Calculating "Total projected value" in this manner provides a better view of potential revenue of an ad campaign. To get the most accurate revenue information, however, you should run a report. Review the Example of mid-flight changes to volume.
Accounting for mid-flight changes occurs only if volume is changed—not rate.
Let's review an example. Take this line item:
- Line item type: Standard
- Quantity: 1 million impressions
- CPM rate: $10
The starting total value in the line item would be calculated at $10,000.
Suppose that, a few days later, this line item delivered 250,000 impressions at the $10 CPM and that it still has 5 more days to run. Delivered value for this line item thus far would be:
rate × delivered volume = delivered value
In our example:
$10 × 250,000/1,000 = $2,500
(Delivered volume should be divided by 1,000 in this case since our rate type is CPM or cost per mille)
Now imagine that you updated quantity and rate in the line item:
- Updated quantity: 2 million impressions
- Updated CPM rate: $5
Ad Manager accounts for previously delivered quantity and deducts them from the newly updated quantity to arrive at an actualized projected quantity:
updated quantity - delivered quantity = actualized projected quantity
The actualized projected quantity in our example is:
2 million - 250,000 = 1,750,000
Actualized projected quantity is then used with the currently set rate (whether it's changed or not) to calculate a new total value:
actualized projected quantity × rate = new total value
In our example, the new total value is:
1,750,000 × $5/1,000 = $8,750
The new total value is then summed with the delivered value:
$8,750 + $2,500 = $11,250
"Total projected value" would then reflect $11,250.
The sum of all impressions booked in line items of an order.