Google Ad Manager VS Google Ad Manager 360

Google Ad Manager: Everything You Need To Know

Google has two separate products that fall under the category of Google ad management. Both are Google ad managers but there are some key differences between the two and it is important for brands to understand the pros and cons of each platform.

This article will go through Google Ad Manager in detail and show you how it can help your company get the most out of your ad budget and improve ad income.

There are many aspects to buying and selling ads and ad space, it can get complex and overwhelming.

You may deal directly with certain advertisers while using ad networks such as Google Ads or Amazon Advertising for others.

Keeping track of all these moving pieces may be a daunting task. This is where Google Ad Manager (GAM) comes in.

This article will go through Google Ad Manager in detail and show you how it can help your company get the most out of your ad budget and improve ad income.

We will also cover how Ad Manager compares to Google Ad Manager 360 and what you'll need if required to upgrade.

Google Ad Manager (GAM) what's new?

Google Ad Manager is a Google product that sits on top of DoubleClick for Publishers (DFP) and allows users to create advertising campaigns, reporting, and other features. It is designed specifically to run display campaigns using their ad exchange platform. This means you can use your own inventory or you can buy inventory from Google. Since it was designed to run Google display campaigns, the reporting for Ad Manager is made up of Google's own metrics and has limited third-party integrations.

By managing advertising and ad space across various ad networks, Google Ad Manager enables marketers to cast a larger net and boost ad competitiveness.

It also offers a plethora of targeting and reporting possibilities.

Google Ad Manager launched on June 27, 2018 and is a new service that combines two services that were owned by DoubleClick, DoubleClick for Publishers and DoubleClick Ad Exchange.

GAM is a demand-side platform (DSP), which allows digital advertising buyers to manage numerous ad exchanges in one location, but it also has many additional capabilities.

It supports a variety of distribution platforms, including mobile, desktop, smart televisions, and video. Providing advertisers and publishers with an opportunity to reach a global audience while streamlining the ad serving process by managing ads on multiple advertising locations from a single platform.

Accounts are divided into two types: Ad Manager for Small Businesses (free) and Ad Manager 360 (premium) (paid version). The small business solution has fewer features but is suitable for small to medium-sized enterprises.

Ad Manager for Small Businesses

Businesses with under 150 million monthly impressions in most countries and 90 million monthly impressions in the US, Canada, Australia, and New Zealand can sign up for a free version of Ad Manager designed for small to medium-sized businesses.

It also gives you the ability to a fair amount of features, such as the API, with a limited number of reports, such as active view impressions, historical, reach, and standard or vast delivery.

Ad Manager 360

On the other hand, Google Ad Manager 360 was built for brands that already used DFP as their ad server but wanted more control over how they created their display ad campaigns. Ad Manager 360 is the premium edition of Google ad management solution that allows you to build your own campaign structure and includes third-party integration so reporting can be done on more than just Google metrics.

Among many other benefits, 360 also includes advanced video targeting features and auto-suggested ad units. It also provides data such as potential sell-through and invoiced impressions. Along with automated sync to Google Data Studio, it offers team network settings and administration of ads.txt files.

The Google Ad Manager 360 price varies depending on the contract you have with a sales representative. One huge benefit is that Google offers support if you experience problems in getting set up or running into any other issues.

There are different types of features that will depend on the type of business you have. If you're selling a product, then your features will be different than if you're selling ad space. Features also depend on how many people visit your site every month.

Google Ad Manager's capabilities and benefits.

The simple setup process and user-friendly interface will be of great help in managing large campaigns. All features are clearly explained.

Topics and features are clearly labeled on the left side, and a knowledge library is available to help you learn how to use the interface.

Data insights are displayed in simple and specifically designed graphs that include a caption displaying the source of each data set...

Granular Ad Targeting

With Google Ad Manager, you have more control over who sees your advertisements and what sorts of ads will be displayed on your site.

with multiple targeting options include:

  • User device, including phone, tablet, smartphone, and connected TV
  • Browsers, including versions and “unknown”
  • Device manufacturersmanufacturerss, including Apple, BlackBerry, Ericsson, HTC, and others
  • Language
  • Operating system
  • Internet connection or mobile carrier
  • Geographical location

Custom targeting is also available, so you can target by custom key values, audience, and content information. Essentially anything that is able to be uniquely identified on the internet. You also have the option of using system-defined criteria like bandwidth or geographic location.

Google Ad Manager Supports Teams

Instead of creating an individual account for each user, team accounts allow multiple users to work within the same Google Ad Manager 360 account. Teams are assigned different permissions and can choose what advertisers and sites they want to deal with.

Everything is organized and well-documented in Google Ad Manager 360, so complicated companies will be able to keep their ad management more structured and easier to analyze and produce reports for each different line of business.

Extremely Detailed Reporting Tools

By understanding the data you have, you can create highly engaging ads that will drive profits.

Previously called “queries,” Google Ad Manager provides access to a wide range of report types, including templates to make it easier to create reports based on common data.

Here are just a few of the reports you can access through Google Ad Manager.

These are some additional benefits of using Google Ad Manager 360. It comes with full-on requirements for manpower and understanding the platform in-depth, so it can be challenging for publishers to get started on GAM360.

Switching from Ad Manager to GAM 360 is a big decision. On the plus side, it includes powerful features and benefits that will make your life easier. But on the downside, it takes time and money to set up. A Google Certified Publishing Partner like Triple13 can get the most out of your Ad Manager 360 account and help solve any problems you may have.

Fill out our contact form here and one of our account managers will be more than happy to help.

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