Understanding Line Items in Google Ad Manager
Introduction to Line Items
Google Ad Manager uses line items as a fundamental tool for managing ad campaigns. These line items contain crucial information about how specific ad creatives are intended to serve on websites or apps, including pricing and delivery details. Understanding the different types of line items and their priorities is essential for ensuring that ads are served effectively.
Line Item Types
Google Ad Manager offers several types of line items, each with its own priority level. These include Sponsorship, Standard (with high, normal, and low priorities), Ad Exchange, AdSense, Network, Bulk, Price Priority, House, and Click-tracking only. Each type determines how the ad will be delivered and paced.
Managing Priorities in Google Ad Manager
How Priorities Work
Prioritization in Google Ad Manager ensures that ads are served according to specific goals. The priority levels range from 4 (Sponsorship) to 16 (House), with lower numbers indicating higher priority. Sponsorship lines have the highest priority and serve a set percentage of impressions without interruption from other lines.
Standard Priority Lines
Standard lines can be set as High (priority 6), Normal (priority 8), or Low (priority 10). These lines are guaranteed but may require more impressions if click-through rates are lower than expected.
Advanced Features: Dynamic Allocation
Dynamic Allocation Explained
Dynamic Allocation allows certain line item types like Ad Exchange and Network to compete against other remnant inventory by bidding dynamically. This feature enhances revenue potential by allowing higher-paying bids from these sources.
First Look vs. Dynamic Allocation
First Look gives preference to certain eligible line items before others can bid on them. In contrast, Dynamic Allocation allows external bidders like those from the Google Exchange or networks to outbid existing price priorities if they offer a higher price per impression.
Best Practices for Using Line Items Effectively
Optimizing Your Strategy
To maximize revenue through effective use of line item priorities:
- Ensure Sponsorship lines meet their impression goals.
- Use Standard lines for guaranteed deliveries.
- Leverage Dynamic Allocation for maximizing yield from remnant inventory.
- Optimize Price Priority lines based on market demand.