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How Google Ad Manager Can Help Your Company Grow

How Google Ad Manager Can Help Your Company Grow

Companies must stay current with the latest trends and technologies in this increasingly digital world. Google Ad Manager (a.k.a. Google Ad Exchange) is many companies' gold digital advertising standard. With its comprehensive suite of features and services, it's no wonder why it's so popular with marketers. But what does Google Ad Manager have to offer your company? How can you use it to maximise your digital advertising budget and boost growth?

Google Ad Manager is a robust platform that helps firms better manage their ad space across all types of digital channels while also increasing brand awareness and creating a better customer experience. This platform enables you to connect with millions of buyers in real-time to generate more sales with less effort.

In this article, we'll look in-depth at Google Ad Manager and how it can help you achieve your business objectives. We'll examine what Google Ad Manager offers and its potential benefits and provide tips on getting the most out of the platform. From boosting brand awareness to increasing conversions, there are myriad ways that Google Ad Manager can help your company grow. Let's dive in!

What Is Google AdX, and How Does It Work?

What Is Google Adx

Google Ad Manager, or Google AdX, is a comprehensive solution for managing and monetising website and app ads. It's a Google-managed marketplace for publishers, advertisers, ad agencies, and ad networks to come together to serve ads more efficiently.

AdX provides access to a larger pool of advertisers and ad networks, resulting in higher revenue. It uses real-time bidding (RTB) technology that lets shoppers bid on individual impressions to serve ads on the publisher's website. AdX utilises complex algorithms to optimise ad-serving decisions and ensure the highest yield by delivering relevant, targeted ads while protecting users' privacy.

Real-time bidding technology also supports better targeting of ads so that relevant products or services are presented to the right audiences. This helps boost ROI on campaigns since ads reach the right people at the right time.

Benefits of Using Google Ad Manager

Google Ad Manager is a powerful tool for companies looking to monetise their websites through digital advertising. With GAM, you can access a massive pool of advertisers and ad networks, giving you more options and a higher potential for revenue generation.

Below are some of the general benefits of Google AdX for both advertisers and publishers:

  • It offers advanced targeting capabilities and real-time bidding, allowing you to maximise ad revenue by serving ads tailored to individual users. 
  • Ensure that users only see ads that are relevant and engaging while still being able to generate as much revenue as possible.
  • Access various ad formats, from standard banners to dynamic video ads. 
  • Allows users to choose the best ad experience for their site visitors, increasing engagement and conversions.

Here are the specific benefits of GAM:


  • Provides access to a larger pool of publishers, making it easier for them to target their desired audience in the right market.
  • Offers real-time bidding capabilities, allowing advertisers to bid on ad positions and ensure they get the best value for their money.


  • It gives access to a massive pool of advertisers, and publishers can optimise their revenue through ads by setting minimum prices for different ad positions. 
  • It allows users to be sure they're making enough money off their ad space while allowing potential advertisers to compete for bids and drive up prices further. 
  • It gives them access to advanced reporting and analytics features to monitor the performance of their ads more effectively.

Key Features of Google Ad Manager to Help Grow Your Business

Google Ad Manager

Google Ad Manager (formerly known as DoubleClick for Publishers) is a popular ad management platform for online publishers, allowing them to use its many features to help their businesses grow. Here are some key elements to consider when leveraging Google Ad Manager:

Centralise ad management and boost ROI

Google Ad Manager provides centralised ad management to enable publishers to easily access, optimise, and manage all their campaigns in one place. This can ultimately result in a higher return on your ad investment. By centralising your campaigns, you can quickly make adjustments or monitor real-time results, allowing you to maximise your ROI further.

Customise ads and manage budgets

Ads in the Google Ad Manager system can be customised with different formats depending on your needs, allowing you to create unique customer experiences. It also offers extensive budgeting control, enabling companies to adjust budgets quickly across campaigns due to its single-source dashboard—so you're always in control of your spending.

Uncover and apply meaningful insights and data.

Google Ad Manager gives you access to real-time data about your performance. This allows you to uncover valuable insights that help improve the effectiveness of your campaigns by providing precision targeting capabilities. With this data, companies can better understand their target audience and make informed decisions about the content they create, ultimately driving more traffic and boosting their ROI.

Ways Google Ad Manager Can Help Boost Your Revenue

Google Ad Manager helps publishers maximise ad revenue by providing powerful yield management tools. This can be especially helpful for those who don't have a lot of technical skills in running an ad server or understanding the complexities of web advertising.

Google Ad Manager also provides machine learning, which is extremely useful for scaling strategic optimisations. This helps publishers make better decisions about how to serve ads, which can ultimately lead to higher revenues.

Here are some ways that Google Ad Manager can help boost your revenue:

  1. Automation: The platform can automatically adjust bidding and pricing in response to demand from advertisers.
  2. A/B Testing: Helps ensure ads are placed in the most profitable places for maximum impact.
  3. Advanced Analytics: Allow publishers to assess performance and identify additional opportunities for improvement.
  4. Reporting & Audience Targeting: This provides detailed reports of ads' performance and allows you to fine-tune your targeting strategy.

Setting Up Your Google AdX Account

Google Ad Manager can help your company grow by assisting you in setting up and managing your Google AdX account. The process of setting up the report includes the following:

  • Ad server migration, if needed, and 
  • Prebid Enterprise implementation with Appnexus and Rubicon assistance. 

This will ensure you have access to the latest tools and technologies that can help optimise your ad campaigns quickly and efficiently.

Once your account is set up, Google Ad Manager can monitor your campaigns in real-time, so you can easily make necessary changes. It will also track the following key performance indicators:

  • Click-through rate (CTR), and 
  • Cost-per-click (CPC). 

This data can be used to make informed decisions about which campaigns perform best, so adjustments can be made accordingly for maximum ROI.

How Google AdX Providers Can Help You Implement Successful Campaigns

Google Adx Providers

Through access to Google AdX provider, you can tap into a larger pool of demand from global brands while having the flexibility to control who can buy your inventory and how much you want them to pay. This allows you to maximise your ad revenue potential and increase ROI for each ad campaign.

Moreover, Google AdX providers provide detailed reports on ad requests, location, and device type, giving you more insights into who strictly views your ads. With these comprehensive insights about customer's interests and preferences, you will be more informed about what ads must be created for different customer segments.

Finally, with an integrated advertising management platform from a trusted Google AdX provider, you can streamline your entire workflow and optimise campaigns within one platform. This makes it easier for advertisers and publishers to monitor their campaigns in real-time while getting value from every impression.

How to Find Google AdX Partners and Providers

One way to ensure you get the most out of Google AdX and other Google products is to partner with a Google AdX partner or provider. Google has authorised a select few third-party companies and agencies as their Google Publishing Partners (GPPs). Working with GPPs helps you access the more extensive range of services available on Google Ad Exchange (Google AdX) and understand how your business can best utilise them.

GPPs are well versed in the Multiple Customer Manager (MCM) programs, a design that helps publishers access and manage multiple accounts within Google Ads Manager and have extensive experience in setting up and optimising campaigns on the platform. Not only do they guide building your campaigns, but they are also great resources for learning more about key features such as automated bidding strategies, audience targeting, etc. With their help, you can better manage your budget and maximise your return on investment (ROI).

Related:  The Role of Graphic Design and Branding for Businesses

Choosing a Google AdX Provider

To get the most out of Google Ad Manager, a company must find the right Google AdX provider. The criteria for an ideal provider are pretty straightforward:

  • First, the company must have at least 5 million Monthly Active Users (MAUs) to be eligible. This ensures the company is well established and has a large user base to target potential customers.
  • The company must also comply with all Mobile Communications and Media (MCM) Partner Program Terms and Conditions provisions. This ensures that the company adheres to Google's strict advertising and other topics policies. 
  • Additionally, the provider should have at least 5 million monthly app views to manage ad campaigns properly.

By meeting these criteria, companies can choose a reliable Google AdX provider to help them maximise their reach and grow their business.

Leverage Google Ads Display to Reach More Customers

Increase Online Sales Google Ads

Google Ad Manager can help you grow your company by leveraging Google Ads Display to reach more customers. With the Google Display Network, you can reach a broad audience of internet users, expanding your customer base and targeting those who may not already be aware of your product or service.

Google Ads Display offers a range of features that make it easy to create campaigns and target potential customers. These include:

  • Targeting potential customers with Facebook Ads and Google Ads
  • Being able to select from thousands of websites and apps for ad placement
  • Seeing detailed reports on how your campaign is performing

Also, with Google Ads Display, you can access the global display advertising network. This means you can further leverage the power of the web to reach new customers and grow your business. These features combined make Google Ad Manager an incredibly effective tool for growing any company.

Types of Ads You Can Run on Google AdX

If you're looking to run ads on the Google Display Network, then Google Ad Manager is a great tool to help you do that. With it, you can access over 2 million websites, videos, and apps to help you reach the right people.

You also have access to different types of Google Ads that can be used in the Google Display Network. Here are the nine kinds of Google Ads available:

  • Responsive Search Ads: Automatically adjust size, appearance, and format for maximum impact; great for campaigns with multiple creatives and ad copy variations.
  • Dynamic Search Ads: Automatically target customers based on content from your website.
  • Display Ads: Appear in graphic or text format across the web; customisable design helps capture your audience's attention.
  • App Promotion Ads: Help potential customers discover, install, and reengage with your app across platforms like Android tablets, iPhones, and desktops.
  • Video Ads: Reach potential customers through short video clips on YouTube or other video websites in the network.
  • Shopping Ads: Make sure your products appear at the top of search engine results; great for retail business owners who want more visibility for their products online.
  • Local Ads: Connect with local customers by displaying ads targeted to their location, a great way to draw more attention to brick-and-mortar stores.
  • Email Ads: Show up directly inside recipients' inboxes as ads within emails; a great way to get noticed when potential customers are already checking their mail. This is also called email marketing.
  • Uploaded Image Ads: Capture users' attention with ads tailored for desktop and mobile devices; browse through templates or make use of custom designs created by yourself or a professional

With Google AdX, you can run various ads that best fit your company's needs. For instance, you can post display ads such as videos, banners, and interstitials. You can also post native ads that blend with website content and appear less intrusive than banners or videos. Additionally, AdX offers audio and video streaming and search ads. Another type of ad that can be run on AdX is an expandable ad. These responsive ads start at one size and then increase with user interaction.

Google AdX also allows you to take advantage of the following features:

  • Real-time access to primary demand sources will enable publishers to profit more from their ad inventory.
  • Google AdSense demand: This gives publishers access to millions of advertisers who use Google's platform, one of the largest networks available today.
  • Easy integration with multiple ad networks: AdX enables publishers to sell their ad inventory to multiple ad networks and advertisers much faster than traditional methods.

Optimise Your Google AdX Campaigns with These Tips

Google Ad Manager can help your company grow by optimising your Google Ads Display campaigns for success. For example, utilising custom intent audiences to optimise display ads lets you target users based on their past searches and ad interactions. This, in turn, can help you deliver the right message to users at the right time, resulting in higher conversions.

Google Ad Manager is an incredibly powerful tool that allows companies to maximise their ad revenue and reach their target audiences effectively. To take advantage of its features and help your company grow, you should use the following tips:

  • Make sure to enable Dynamic Allocation and Exchange Bidding with ADX. Through this feature, you can ensure that your most valuable inventory is being sold at the highest possible price. 
  • You should use the blocking rule to prevent certain ads from appearing if they do not meet your company's standards. This feature will allow you to protect your brand's reputation and ensure that only advertisements that align with your company's values will be shown on your website or app.
  • You can implement automated bidding for a better return on investment (ROI). Automated bidding helps you set bids for each auction relevant to your goal and budget, eliminating the need for manual intervention and allowing you to focus on other aspects of your campaign.
  • Use remarketing to optimise Google Display Ads. Remarketing helps you present ads to users interacting with your content or website. This way, you can keep engaging potential customers and reminding them about your products or services through targeted messages delivered through Google Ads Display.

Optimising Your Google AdX Campaign for Maximum Revenue

Ensuring your Google AdX campaigns are optimised and structured is critical to maximising revenue. Google AdX provides a suite of tools that help you achieve this, allowing you to tailor your ads to reach the right audiences and take advantage of the right opportunities.

Pricing Rules

Pricing rules constitute a significant factor that affects AdX revenue. By setting up rules such as priority levels, frequency capping, or target CPMs for different ad types, you can ensure that you get the currency for each impression and optimise for revenue accordingly.

Dynamic Flooring Setup

Dynamic flooring setup is another critical factor that affects AdX revenue. With an active flooring setup, you can set up a “floor” price for each ad impression based on specific criteria like country of origin or page URL. This helps maximise impressions with higher yields while preventing lower-yield impressions from being sold too cheaply. This allows you to ensure you get the highest possible return on each impression.

Google Open Bidding

Google Open Bidding is an open auction where multiple partners compete in real time to decide who gets a particular ad impression. This tool makes it easier to access new demand sources and get better pricing for each impression than traditional waterfalling strategies. Open bidding also allows for more granular optimisation of campaigns by factors like geolocation and device type.

By leveraging these optimisation tools within Google AdX, companies can generate higher returns on their ad spend while also ensuring they're targeting the right audiences at the correct times with their campaigns. 

Other Ways Google Ad Manager Supports Business Growth

Google Ad Manager is a powerful tool for helping businesses grow. It provides a range of features that make managing multiple Google Ads accounts more straightforward and efficient. With the centralised management of Google Ad Manager, businesses can better optimise campaigns and track ROI.

Google Ad Manager also offers a variety of ready-to-use business advertising solutions, allowing businesses to reach audiences across devices and maximise their online presence. This includes solutions as follows:

  • Dynamic remarketing, 
  • Brand awareness campaigns, and 
  • Video ads boost visibility and increase engagement with potential customers.

Additionally, Google Ad Manager's reporting capabilities provide insight into how campaigns perform, helping businesses better understand how to optimise their ad performance. This data-driven approach allows businesses better target their ads to the right audience at the right time, ultimately improving ROI and maximising digital marketing efforts.

Author's Note

In summary, Google Ad Manager provides a powerful platform for boosting company growth. Its extensive suite of features makes it easier than ever to reach the right customers and maximise your ad revenue. With access to insights and analytics, you can optimise campaigns and get the most out of your budget. And with the ability to connect with third-party ad networks, you can expand your reach and uncover new business opportunities. Above all, Google Ad Manager is a great way to take your business to the next level.

Google Ad Manager is an invaluable asset to any business. As a Google AdX provider, it can help take your brand to the next level by letting you manage, optimise, and measure your digital advertising across channels. With features like customisable targeting, automated optimisation, and real-time reporting, you can confidently craft and measure successful campaigns. Why not use Google Ad Manager today and work towards your most ambitious business goals?

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Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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