Introduction to Unified Pricing Rules
Understanding the Basics
Unified Pricing Rules (UPRs) are a powerful tool in Google Ad Manager that help publishers optimize their ad inventory pricing. By setting unified rules, publishers can ensure that all non-guaranteed demand channels, including Ad Exchange and Open Bidding, operate under consistent pricing strategies. This approach is crucial for maximizing CPMs and fill rates across different ad units.
Setting Optimal Price Floors
Analyzing Inventory Value
To effectively set price floors using UPRs, it’s essential to analyze the value of your inventory. Different portions of your audience may attract specific advertisers, impacting the yield from various ad slots. For instance, sports-related content might attract higher bids than travel content. Setting price floors based on winning CPMs from auctions helps prevent bid shading by buyers.
Experimenting with Multi-Size Pricing
Customizing Prices by Ad Size
Google UPRs allow publishers to set different price floors for multi-size inventories. For example, larger ad sizes like 970×250 can be priced higher than smaller ones like 728×90. Creating separate sub-pricing rules for each size ensures optimal revenue without reducing fill rates. It’s important to monitor affected line items and adjust them accordingly.
Evaluating Affected Line Items
Troubleshooting Line Items Below Floor Price
When implementing UPRs, Google provides insights into which remnant line items will be affected by the new floor prices. Publishers should review these line items and consider enabling target CPM or adjusting their pricing strategies to maintain performance.
Considering Currency Consistency
Ensuring Seamless Demand Channel Integration
It’s vital that campaigns in GAM have the same currency as those set in UPRs to ensure consistency across demand channels. This alignment helps avoid discrepancies that might affect campaign performance or bidder understanding of inventory value.
Adjusting Prices Seasonally
Reflecting Demand Fluctuations Over Time
Inventory demand often varies seasonally; for example, educational websites see more traffic during school terms than summer breaks. Adjusting minimum prices according to these fluctuations helps maintain realistic expectations and supports effective campaign management.
Implementing Regular Updates and Experiments
Monthly or Bi-Weekly Review Strategies
Regularly updating UPRs based on performance feedback can lead to significant revenue increases through optimized floor prices. Using automated reports can streamline this process while ensuring continuous improvement in yield management.