Google Ad Manager 360 is a powerful tool for publishers and large enterprises looking to increase ad revenue and optimize their digital advertising operations. GAM 360 is particularly useful for enterprises with complex ad setups, as it offers advanced features beyond the capabilities of the free version of Google Ad Manager. Publishers can use these insights to improve their marketing strategies and boost their digital presence.
GAM 360 offers powerful analytics and reporting tools. These tools provide detailed insights into ad performance, helping publishers understand which ads are performing well and which need improvement. The platform’s reporting capabilities include real-time data, customizable reports, and advanced metrics, allowing businesses to track ad revenue and optimize their campaigns for better results.
What is Google AdManager 360 for Publishers?
To access GAM 360, publishers need to arrange a contract with a Google sales representative, as the platform is a paid service. The cost of GAM 360 varies based on factors such as the type of publisher support, additional features, and monthly impressions. Despite the cost, many large publishers find the investment worth it given the significant revenue potential and operational efficiencies that GAM 360 provides.
GAM360 is particularly useful for large enterprise publishers who need a more robust and scalable solution for their advertising needs. The platform’s advanced features, such as integrated demand-side platforms (DSPs) and real-time bidding, provide higher CPMs and better ad performance. Additionally, GAM 360 offers enhanced support options and customization capabilities, making it a versatile tool for managing complex advertising operations.
Here’s an overview of Campaign Manager 360:
Campaign Manager 360 is a web-based advertising management system designed for advertisers and agencies to manage digital campaigns across websites and mobile apps.
- It offers powerful ad-serving capabilities, allowing you to deliver ads to the right audience at the right time.
- The platform supports advanced targeting options, including geo-targeting, audience targeting, and contextual targeting.
- Campaign Manager 360 includes verification tools to ensure your ads are being seen by real people and in the intended environments.
- It offers comprehensive reporting features, allowing you to track and analyze the performance of your campaigns with detailed metrics.
- The platform includes attribution modeling tools to help you understand the impact of different channels on your conversions.
Campaign Manager 360 integrates seamlessly with other Google Marketing Platform products like Display & Video 360, Analytics 360, and Search Ads 360 for a unified marketing strategy. It streamlines your workflow with native integrations and centralized ad delivery, making it easier to manage and optimize media and creative performance across all digital campaigns.
Differences between GAM Small Business and GAM 360:
Google Ad Manager 360 (GAM 360) is a premium version of Google Ad Manager designed for large enterprise publishers with complex advertising needs. To qualify for GAM 360, publishers must meet specific minimum monthly impression thresholds, which vary by region.
Here are the differences between Google Ad Manager (GAM) Small Business and GAM 360:
| Feature | GAM Small Business | GAM 360 |
| Cost | Free | Paid, varies depending on business needs |
| Support | Community support, knowledge base | Direct access to Google support teams |
| Ad inventory | Manual changes required | Custom ad unit classification |
| Advanced features | Basic | Advanced capabilities like open bidding |
| Audience management | Limited | Advanced audience management |
| Reporting and analytics | Basic reporting | Advanced reporting and analytics |
| Minimum impressions | No minimum required | Minimum monthly impressions required |
For example, in the US, publishers need at least 90 million in-display ad impressions and 800,000 in-display ad impressions per month. In general, publishers in India must have at least 200 million in-display ad impressions per month. GAM 360 offers advanced features like open bidding, audience management, and enhanced reporting and analytics, making it ideal for managing large digital ad inventories and maximizing revenue.
Google Ad Manager 360 Features
Google Ad Manager 360 (GAM 360) offers a range of advanced features that make it a powerful tool for publishers. It supports programmatic buying, allowing for automated ad transactions, and offers advanced features like open bidding and dynamic ad insertion. The platform offers extensive customization and personalization options, enabling publishers to effectively design their advertising strategies.
Here are some of the features of GAM 360:
Advanced Video Ad Options
Google Ad Manager 360 offers advanced video ad options like Podding and Dynamic Ad Insertion. These features allow publishers to insert multiple ads within a single ad break and insert ads dynamically into live or on-demand video content.
First-party audiences
With access to first-party audiences, publishers can leverage their data to create highly targeted ad campaigns. This helps deliver more relevant ads to users, improve engagement, and improve ad performance.
Comprehensive reporting and analytics
Google Ad Manager 360 provides powerful reporting and analytics tools. These tools provide detailed insights into ad performance, including future sales rates and impressions sent to invoices. This helps publishers make data-driven decisions to improve their advertising strategies.
Programmatic and direct sales integration
The platform supports both programmatic and direct ad sales, allowing publishers to manage all of their ad sources in one place. This integration helps maximize revenue by combining programmatic and direct sales efforts.
Improve Brand Safety
Google Ad Manager 360 includes advanced brand safety features. These features combine robust ad policies, publisher controls, and cutting-edge technology to protect brands from appearing alongside inappropriate content.
Personalized ad formats
Publishers can create engaging and dynamic ad experiences with support for different ad formats, including video, native, and personalized ads. This flexibility enables more creative and impactful ad campaigns.
Direct support from Google
Google Ad Manager 360 subscribers receive direct support from Google. This ensures that any issues or questions can be addressed immediately, helping publishers maintain smooth operations and improve the performance of their ads.
Integration with Google Analytics
Google Ad Manager 360 integrates seamlessly with Google Analytics, providing a comprehensive view of user behavior and ad performance. This integration helps adjust ad strategies based on detailed user insights.
Google Ad Manager 360 (GAM 360) Benefits
GAM 360 includes direct support from Google, ensuring that any issues are addressed immediately. Integration with Google Analytics enables comprehensive data analysis, while access to first-party audiences enhances targeted advertising. Designed to be scalable, GAM 360 is ideal for large-scale publishers with complex ad setups.
Here are the benefits of Google Ad Manager 360:
- Advanced Features: Provides advanced features such as open bidding, dynamic ad insertion, and video ad integration.
- Personalization and Customization: Provides greater personalization and customization options compared to the free version.
- Programmatic Buying: Supports programmatic buying, allowing for automated ad transactions.
- Advanced Reporting and Insights: Provides detailed reports and insights for better decision-making.
- Technical Support: Includes direct support from Google for troubleshooting and optimization.
- Audience Management: Access to first-party audiences for targeted advertising.
- Google Analytics Integration: Seamlessly integrates with Google Analytics for comprehensive data analysis.
- Higher revenue potential: Enables higher CPM rates through real-time bidding and integrated DSP platforms.
- Scalability: Designed for large-scale publishers with complex ad setups.
- Enhanced user management: Enhanced user management capabilities for improved control and efficiency.
Learn more about Google Ad Manager features – please click here.
Google Ad Manager (GAM) 360 Pricing
For GAM 360, publishers need to negotiate a contract with a Google sales representative. These negotiations will determine the specific pricing structure, which can include a mix of fixed fees and revenue-sharing models. Cost is influenced by the number of monthly impressions served, with higher volumes typically resulting in higher costs. GAM 360 pricing is not fixed and varies based on several factors, including the volume of ad impressions, the level of support required, and the additional features the publisher chooses.
Setting up billing for GAM 360 involves several steps, starting with registration and configuring billing information. Publishers need to provide details such as their billing address, payment method, and preferred language for communication. Once the billing setup is complete, publishers receive monthly invoices based on their usage and the terms agreed upon in their contracts.
In addition to the base cost, there may be additional fees for certain services or features. For example, publishers may incur additional costs for premium support or for using certain advanced features that are not included in the standard package. It is important that publishers carefully review their contracts and understand all potential costs before committing to GAM 360.
A Step-by-step Guide to Setting up Google Ad Manager 360
Setting up Google Ad Manager 360 involves a few key steps to getting your account up and running.
Sign up for an account
- Visit the Google Ad Manager website – Go to admanager.google.com (Sign in to Google Ad Manager – click here).
- Click “Create an account” and select “For myself” or “Manage my business.”
- Complete the sign-up process by following the on-screen instructions. You may need to speak with a Google representative to complete your account setup.
To learn more about Google Ad Manager, click here.
Configure billing settings
- Sign in to Google Ad Manager and go to the Billing section.
- Click Continue after reviewing the welcome information.
- Review the fee schedule and rate card, then click Accept and Continue.
- Enter your billing address, select your payment method, and enter the necessary details. You may need to verify your bank account.
- Review and accept the terms and conditions, and click Complete registration.
Set up user roles and permissions
- Make sure you assign the appropriate roles to users, such as “Legal Manager” for billing purposes.
- Configure user permissions to control access to various features and settings within Ad Manager.
Configure ad inventory
- Select the ad units that will be used to show ads on your website or app.
- Organize ad units into placements to manage and optimize ad delivery.
Connect to Google Analytics
- Connect your Ad Manager account to Google Analytics to track performance and gain insights into your ad campaigns.
Start serving or running ads
- Set up your ad campaigns, define targeting criteria, and upload creatives.
- Use the reporting tools in Ad Manager to track the performance of your ad campaigns and make adjustments as needed.
If your account exceeds the free impression limits, you will need to enter into a paid contract to continue serving ads. Completing these steps ensures that your account is fully configured and ready to effectively manage and optimize your ad campaigns.
When Can You Move from GAM to GAM 360?
Moving from Google Ad Manager (GAM) to Google Ad Manager 360 (GAM 360) is an important step that can benefit publishers with larger ad inventories and more complex needs. If your monthly ad impressions exceed the limits set by Google (for example, 90 million monthly impressions for non-visible ad units in certain regions), it may be time to consider upgrading. Once you exceed this limit, Google will start charging you for additional impressions. At this point, you can contact Google directly to upgrade your account.
GAM 360 is a paid service, and the investment should be aligned with your revenue goals and operational needs. Working with a Google sales representative or authorized reseller can help you understand the specific costs and benefits for your business. Ultimately, the decision to move to GAM 360 should be based on your growth trajectory, the complexity of your ad operations, and your ability to leverage advanced features to drive higher revenue.
Summary
GAM 360 comes with high expectations for impressions and requires a deep understanding of the platform to fully leverage its capabilities. Publishers need to meet specific monthly impression thresholds to qualify for GAM 360, and the cost varies based on the level of support and additional features required. It offers advanced features like open bidding, audience management, and detailed visual reporting, which are not available in the free version of Google Ad Manager. These features enable publishers to optimize their ad operations, improve user management, and maximize revenue through better audience segmentation and advanced video ad options.
By understanding its features, setting it up properly, and following best practices, publishers can effectively navigate the complexities of digital advertising. The platform’s comprehensive capabilities and integration with other Google services make it an essential tool for publishers at scale.
