In this post, we’ll focus on the two versions of Google Ad Manager, as it comes in two variants. While many instructors suggest covering this topic later in the course, I believe it’s beneficial to introduce it early. Understanding the options available in Google Ads Manager and the differences between them is essential. Some of the points we’ll discuss may need to be memorized as we’ll go over them in detail later on. However, it’s good to familiarize yourself with the distinctions between the two versions now.
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Google Ad Manager Versions
Contents
Google Ad Manager has two versions: the standard “Google Ad Manager” and the premium “Google Ad Manager 360.” Previously, these were known as DFP Small Business (for the free version) and DoubleClick for Publishers (now Google Ad Manager 360). Knowing these old terms can be helpful in case you come across them.
Key Differences: Integrations and Reporting
The first set of differences lies in integrations and reporting capabilities:
- Data Transfer: Available only in Google Ad Manager 360. This feature lets publishers transfer event-level data to Google Cloud for advanced data warehousing and analysis.
- Google Analytics: Only Google Ad Manager 360 can integrate with Google Analytics 360. If you don’t have Google Analytics 360, this integration is unavailable.
- Data Studio: Similarly, only Google Ad Manager 360 can integrate with Google Data Studio for real-time, detailed data visualization and reporting.
- Conversion Reporting: Conversion tracking is only available in Google Ad Manager 360, allowing publishers to track conversions on advertiser pages following an ad click.
Pricing and Terms
In terms of pricing, Google Ad Manager offers free usage up to specific impression limits, which vary by country. For example, some countries allow up to 90 million display impressions for free, while others permit 150 million. Video ads also have a free limit of 800,000 impressions globally. Exceeding these limits requires upgrading to Google Ad Manager 360, with extra impressions charged at negotiated CPM rates.
Creating a Google Ad Manager account is easy for anyone with a Google AdSense account. However, upgrading to Google Ad Manager 360 involves a formal contract with Google’s sales team, customized pricing, and access to an account manager or even a Technical Account Manager for larger clients.
Monetization
For monetization:
- AdSense Backfill: Supported by both versions, allowing AdSense ads on websites.
- Programmatic Guaranteed Deals (PG Deals): Available only in Google Ad Manager 360, allowing direct deals with demand-side platforms (DSPs).
- Open Bidding: Google’s answer to header bidding, available only in Google Ad Manager 360. This allows publishers to work with other networks like Facebook to find the highest-paying ad for each impression.
Inventory Management
Inventory management has several differences:
- Ad Unit Levels: Google Ad Manager supports two levels, while 360 offers five, providing more flexibility for large publishers.
- Special Ad Units: Only available in 360, allowing publishers to restrict certain high-value ad spaces to premium campaigns.
- Suggested Ad Units: Available only in 360, suggesting ad unit names based on how tags are placed on the website.
Video Support
While both versions support video ads, only Google Ad Manager 360 offers advanced video features like dynamic ad insertion, podding, and more, making it ideal for video-heavy sites.
Admin Features
Several admin features are exclusive to Google Ad Manager 360:
- Teams: Allows segmenting ad units, advertisers, and permissions based on teams within large organizations.
- Future Sell-Through Report: Provides an estimate of available impressions for the next 90 days to avoid overselling.
- Google Support: Only 360 users have direct access to Google Ads Manager support.
- Multi-Currency Support: Available only in 360, useful for multinational publishers with different currency requirements.
Trafficking
In Google Ad Manager 360, additional trafficking features are available, such as advanced macros, creative wrappers, and advanced targeting using expressions. It also offers higher video hosting limits and supports CPA and vCPM-based campaigns, unlike the free version.
Audience Management
Google Ad Manager 360 allows for first-party audience segmentation, integration with DMPs, and third-party data provider partnerships, letting publishers target more specific audiences. None of these audience management features are available in the standard Google Ad Manager.
Summary
These are the primary distinctions between the two variants of Google Ad Manager. Keeping these features in mind will be beneficial as we continue. In the next video, we’ll cover why someone might upgrade from AdSense to Google Ad Manager, followed by a guide on how to create a Google Ad Manager account. Stay tuned, and let’s continue building your expertise in Google Ads Manager!
