How to Use Google Ad Manager to Set Unified Pricing and Custom Target CPMs.
When you try to handle ad yield management on your own, it’s easy to get overwhelmed because it can be a very confusing part of your ad tech strategy.
Guide for Each Step
The following steps must be taken in Google Ad Manager in order to set a custom price floor rule:
1. Open Google Ad Manager (GAM) and navigate to your dashboard to begin.
2. On the left side of your screen, click Inventory in your dashboard.
3. Select Pricing Rules under Inventory.
4. Choose the New Unified Pricing Rule.
5. Give the pricing rule a specific name in the Name section.
6. Proceed to the Targeting section after you have given your pricing rule a name. Fill in only the fields that you want to have ad targeting rules for by expanding each of the following tabs. Take a look at each factor’s purpose below.
.Inventory: Choose the ad units that fall under the price rule.
.App for mobile devices: Select a mobile environment (such as the Apple App Store or Google Play Store) as your target for a price rule.
.Geography: For the price floor rule, choose geographic criteria like country, city, state, zip code, etc.
The Device Type Is: With options like: select which device categories are covered by the price rule. desktop, smart speaker, tablet, and other devices
-Browser: Select the browsers that are subject to the price rule.
-System of Operation: With options for gaming, desktop, and mobile operating systems, select which operating systems are covered by the price rule.
-Specific Targeting: Utilize custom targeting with key values, audience segments, and other options to establish a price rule.
-Type of Inventory: Display, mobile app, or in-stream video and audio inventory types can be selected to be covered by the rule.
-Position of Video: For a price rule, select a specific video position, such as pre-roll, mid-roll, post-roll, etc.
-Format of the Inventory: Build a price rule around specific inventory formats like banner, interstitial, native, and others.
7.Next, go to the Pricing section by scrolling down. Choose either “Set pricing for specific items” or “Set pricing for everything.”
8. Choose one of the options listed under Pricing Options:
-Prices for the ground: The lowest fixed CPM rate you are willing to pay for an ad impression. This rate will prevent you from selling impressions for anything less than the fixed value.
-Set desired CPMs: keeps the majority of inventory sold above the Target CPM while still maximizing fill. If you are unsure, our ad yield management team suggests selecting this option.
-Let Google determine the best floor prices: Since this option is still in beta as of this writing, you probably shouldn’t use it in your strategy until it is fully implemented.
Important information to have before beginning.
The GAM 360 dashboard, which can handle up to 200 rules, is what you see above. Your basic GAM dashboard, on the other hand, can only handle about half as many rules.
Additionally, for each variation of the rule you are currently creating, you will need to create a “New Unified Pricing Rule.” For instance, if you create a rule to target desktop devices in the United States, you will also need to create a new rule for mobile devices in the United States. In order to achieve your ultimate CPM objectives, you may be required to establish what may seem like a million rules as a result of this.