How Google Ads Manager Works with Google Ads

 Credit Google Products and Services / Ar. Meenakshi, AZAD Architects, Barnala

 

Unlock the power of programmatic advertising with Google Ad Manager.

 

A Complete Integration Guide

Learn how Google Ad Manager works with Google Ads to streamline ad delivery, optimize revenue, and boost performance across platforms. Ideal for publishers and advertisers. 

 

The Google Ads Manager is a powerful tool that helps businesses streamline and optimize advertising efforts. Acting as a centralized hub, it allows marketers to manage multiple accounts and campaigns efficiently. As a Google Ad Campaign Manager, users can create, track, and adjust ads across platforms while monitoring performance metrics in real time. The Google Ads Business Manager feature further simplifies collaboration for teams, providing insights, reporting, and account access controls to ensure campaigns are effective, coordinated, and deliver maximum ROI. 

 

What is the Link Between Google Ad Manager and Google Ads?

Google offers a powerful ecosystem of tools for advertisers and publishers. Google Ad Manager and Google Ads may seem similar, but they serve different yet complementary roles.

In simple terms:

 

• Google Ads is for advertisers to create and manage ad campaigns.

• Google Ad Manager is for publishers to manage, deliver, and optimize ad inventory on their websites and apps.

But how do these two platforms work together? Let us dive in.

What is Google Ad Manager?

Google Ad Manager (GAM) is an ad server platform designed for publishers to:

• Sell ad space (inventory) across web, mobile, and video

• Manage direct deals, programmatic ads, and third-party networks

• Optimize yield using dynamic allocation and real-time bidding

It is a powerful tool that combines DoubleClick for Publishers (DFP) and DoubleClick Ad Exchange (AdX) into one unified platform. 

 

What is Google Ads?

Google Ads (formerly Google AdWords) is an online advertising platform where businesses bid to display brief ads on:

• Google Search

• YouTube

• Google Display Network

• Partner websites and apps

 

Advertisers set up campaigns targeting keywords, audiences, or placements, and pay per click (PPC) or impression (CPM).

How Google Ad Manager Works with Google Ads

The integration between the two platforms allows publishers to monetize their ad space with high-quality demand from Google Ads.

 

1. Dynamic Allocation

Google Ad Manager compares the bids from:

• Google Ads (through AdSense or Ad Exchange)

• Direct-sold ads (manual contracts)

• Third-party networks (like Amazon or Media.net)

GAM selects the highest-paying ad in real time, ensuring publishers earn the most revenue per impression.

2. Open Bidding & Real-Time Bidding (RTB)

Google Ad Manager supports programmatic advertising via RTB. Google Ads campaigns can compete in real-time auctions against other demand sources for each ad impression.

3. AdSense Integration for Small Publishers

If a publisher is using AdSense, Google Ads automatically provides demand for their site. Google Ad Manager can prioritize AdSense and direct campaigns based on pricing and targeting rules.

4. Reporting and Optimization

Both platforms share performance data:

• Google Ads tracks campaign performance.

• Google Ad Manager shows revenue breakdown by source, ad units, geography, and devices.

Together, they give publishers and advertisers a full view of what is working and how to improve it.

Key Benefits of Integrating Google Ad Manager with Google Ads

For Publishers:

• Higher revenue through dynamic competition between ad sources

• Control over ad placements, formats, and pricing rules

• Detailed reporting on ad performance and yield

 For Advertisers:

• Access to premium inventory across top websites and apps

• Improved targeting via audience segments and contextual relevance

• Cross-channel ad delivery (web, mobile, YouTube)

Real-Life Example

A news website using Google Ad Manager integrates AdSense and Google Ads demand. When a visitor lands on their page:

• Ad Manager evaluates all ad networks

• Google Ads bids $3.20 CPM, AdSense bids $2.80, and a direct advertiser offers $3.00

• GAM serves the Google Ads ad because it pays the most, maximizing revenue for the publisher

Tips for Optimizing the Setup

• Enable Header Bidding via Open Bidding for more demand

• Set pricing rules in Ad Manager to protect premium ad slots

• Use Audience Segments to deliver better-targeted ads

• Link with Google Analytics 4 (GA4) for advanced data insights

Related Guides

• Beginner's Guide to Google Ad Manager

 

• How to Run Profitable Campaigns with Google Ads

 

• Google AdSense vs Google Ad Manager: What is the Difference?

 

Conclusion: A Smart Duo for Monetization and Reach

When Google Ads and Google Ad Manager work together, both publishers and advertisers benefit. Publishers maximize earnings through real-time bidding, while advertisers reach their audiences on high-quality platforms. Understanding how they integrate helps you take full advantage of Google's ad ecosystem.

 

References: 

1. Google Ad Manager Help Center

Provides an overview of how Google Ad Manager integrates with Google Ads, including defining ad inventory and managing campaigns.

2. Google Developers - Third-Party Integration

Offers guidance on integrating third-party services with Google Ad Manager, enhancing campaign management capabilities.

3. Google Business Profile APIs

Explains how to integrate Google Ads with Google Business Profile for location-based advertising.

4. RudderStack - Integration Guide

Details how to send data from Google Ad Manager to Google Ads using RudderStack, facilitating streamlined campaign management.

5. Publift - Understanding Google Ad Manager

Explains the functionalities of Google Ad Manager and its relationship with Google Ads for effective ad management. 

 

Thank you for reading!