Understanding Preferred Deals in Google Ad Manager
What are Preferred Deals?
Preferred Deals are a type of programmatic advertising arrangement that allows publishers to negotiate directly with buyers for ad inventory at a fixed price. Unlike guaranteed deals, buyers are not obligated to purchase the inventory, providing flexibility for both parties. This setup is beneficial for streamlining the negotiation process and enhancing efficiency within the Google Ad Manager (GAM) platform.
Setting Up Preferred Deals in Google Ad Manager
Preparing Your Google Ad Manager for Preferred Deals
To effectively set up Preferred Deals, you must first ensure that your GAM is configured correctly:
- Enable Programmatic Direct: Navigate to Admin > Global Settings > Features and activate the Programmatic Direct option.
- Link Google Ad Manager and Ad Exchange: This connection is essential for managing your inventory and facilitating transactions.
- Describe Your Inventory: Go to Sales > Deals to create a publisher profile and provide detailed descriptions of your inventory for potential buyers.
- Specify Inventory Type: Under Admin > Global Settings, configure your inventory type to assist buyers during negotiations.
Steps to Create a Proposal for Preferred Deals
Initiating the Proposal Process
To create a Preferred Deal proposal in GAM, follow these steps:
- Access Sales Section: Go to Sales > Proposal > New Proposal.
- Add Proposal Details: Input all relevant information regarding your proposal, including target audience and campaign objectives.
- Create Proposal Line Items: Click on New Line Item and select the line item type as Preferred Deal. This classification is crucial for proper tracking and management of the deal.
Finalizing Your Preferred Deal
Once you have created the proposal and line items, you can finalize the deal:
- Select Expected Creative: Choose the appropriate ad creative for your campaign, ensuring it aligns with your objectives.
- Submit for Buyer Acceptance: After completing the proposal, send it to the buyer for acceptance. Once agreed upon, GAM will generate corresponding delivery line items.
Best Practices for Managing Preferred Deals
Optimizing Your Approach
To maximize the effectiveness of your Preferred Deals in GAM:
- Maintain Clear Communication: Regularly update buyers on inventory availability and campaign performance.
- Monitor Performance Metrics: Utilize GAM’s reporting tools to track impressions, click-through rates, and overall campaign success.
- Adjust Strategies as Needed: Be prepared to modify proposals based on market trends and buyer feedback to enhance future negotiations.
By following these guidelines, publishers can effectively leverage Preferred Deals within Google Ad Manager, ensuring streamlined processes and successful advertising campaigns.