What is a GAM Passback Tag?
Utilizing Passback Tags in Google Ad Manager
A Google Ad Manager (GAM) passback tag is a JavaScript code that allows publishers to monetize their ad inventory by requesting ads from multiple ad networks. It ensures that if the primary ad network doesn’t have an eligible ad to serve, the ad request is passed down to other networks, maximizing the fill rate and reducing the chances of serving blank ads.
When to Use a Passback Tag
Optimizing Ad Revenue with Passback Functionality
Passback tags are useful when a publisher wants to run multiple ad networks simultaneously. If the primary network cannot deliver an ad, the passback functionality ensures that the ad server seeks ads from other networks, allowing publishers to monetize every impression and implement a waterfall model. This setup is particularly beneficial when the primary ad network has a higher CPM but a lower fill rate.
How Passback Tags Work
The Process of Ad Serving with Passback Tags
- When a user visits a website, the browser calls the publisher’s ad server using an ad server tag, such as a Google Publisher Tag (GPT) with passback functionality enabled.
- The ad server tag returns an ad containing a third-party ad server tag, which then calls the third-party ad server via ad networks to request an eligible ad.
- If the third-party ad server cannot provide an ad, it returns a passback tag to the browser.
- The browser then reads the passback tag and calls the publisher’s ad server again, prompting the server to look for ads from other ad networks.
Passback Tag Example
Implementing a Passback Tag
xml
<script type=’text/javascript’ src=’http://www.googletagservices.com/tag/js/gpt.js’>
googletag.pubads().definePassback(‘1234567/rectangle_passback’, [[300,250]]).setTargeting(‘demand’,[‘mediafuse’]).display();
</script>
This JavaScript code is a basic example of a passback tag. The definePassback function specifies the ad unit and size, while setTargeting can be used to target specific demographics or interests.
H1, H2, and H3 Tags for SEO
Structuring Content for Search Engines
Proper use of heading tags (H1, H2, and H3) is crucial for SEO. The H1 tag should contain the main keywords and subject matter of the page. H2 tags are used as subheadings to break up content into main sections, using similar keywords to the H1 tag. H3 tags further categorize the content within the H2 sections, providing additional clarity and making the content easily scannable.
Optimizing Heading Tags for SEO
Best Practices for Using Heading Tags
To optimize heading tags for SEO:
- Use tools like Google Search Console, Moz, or SEMrush to analyze page performance and keyword rankings.
- Use Screaming Frog, Ahrefs, or Yoast to audit heading tags and identify errors.
- Ensure that each heading tag clearly describes the content that follows.
Tips for Managing Headings in Articles
Structuring Text for Clarity
When writing content, start by defining the structure and identifying the main topic with the H1 tag. Divide the content into main sections with H2 tags and delve deeper into those sections with H3 tags. Use H4, H5, and H6 tags for further subdivisions if necessary6. Insert keywords in headings to improve SEO.