You’ve probably heard about Google AdSense and might even be using it already. But do you know What is Google Ad Manager? Have you ever used it? If not, don’t worry. In this article, I’ll explain Google Ad Manager in detail, step-by-step, so that even beginners can easily understand it.
Whether you’re already using Ad Manager or planning to try it for the first time, this guide will be useful for you. So, let’s dive in and understand What is Google Ad Manager and how it works.
What is Google Ad Manager?
Google Ad Manager is an ad exchange platform launched by Google on June 27, 2018. It combines the features of two previous Google services – DoubleClick for Publishers (DFP) and Ad Exchange (AdX).
With Google Ad Manager, you can manage Google AdSense, Ad Exchange, AdMob, and other ad networks from a single platform. This means you can control ads for your website and mobile app in one place.
It comes in two versions:
- Google Ad Manager (Free) – Recommended for small businesses.
- Google Ad Manager 360 (Paid) – Designed for large-scale businesses.
In simple terms, if you’re a blogger and an AdSense publisher, you can use Google Ad Manager to manage your ad inventory more effectively and increase your earnings.
How Does Google Ad Manager Work?
Google Ad Manager acts as an ad exchange, allowing you to run two main types of ads:
- Google AdSense ads
- Third-party network ads (House Ads)
You can connect your AdSense account to Google Ad Manager and run AdSense ads alongside your own ads or other third-party ads.
The biggest advantage? You can decide when, where, and how ads are shown. If AdSense doesn’t have an ad for a certain page (unfilled impressions), you can display your own ads instead—such as Amazon ads, house ads, or any third-party ads that follow Google’s ad policies.
Difference Between Google Ad Manager and Google AdSense
Here’s how the two platforms differ:
| Feature | Google Ad Manager (Ad Platform) | Google AdSense (Ad Network) |
|---|---|---|
| Inventory Types | Website + App | Website only |
| Supports Other Ad Networks | Yes | No |
| Run Your Own Ads | Yes | No |
| Revenue Maximization | Yes (AdSense + others compete) | No |
| Direct Advertiser Payments | Yes | No |
| Reporting | Unified for all ads | Limited to AdSense |
In short: AdSense is only for running Google ads, while Ad Manager gives you complete control over ad inventory, including third-party ads.
How to Use Google Ad Manager
Before using Google Ad Manager, you need to understand its two main sections:
- Inventory – Create ad units, add sites or apps, and set targeting rules.
- Delivery – Create orders, line items, and creatives to run your ads.
Inventory works like AdSense’s ad unit section. Here you can:
- Create ad units (e.g., 300×250, 336×280)
- Add websites and apps
- Set targeting rules
- Manage network settings and protections
Delivery is where you set up actual ads:
- Orders – Define advertiser details
- Line Items – Set ad size, timing, and targeting
- Creatives – Add the ad content (HTML, images, or scripts)
- Native – Create native ads for better user experience
Ads are served in this order: Orders → Line Items → Creatives.
Connecting Google AdSense to Google Ad Manager
To connect AdSense, enable the “Maximize revenue of unsold inventory with AdSense” option when creating an ad unit. You can also enable this in Inventory → Network Settings so you don’t have to tick it every time.
How Payments Work in Google Ad Manager
For the free version of Google Ad Manager, there’s no separate billing section. Payments are sent to your AdSense account directly, so there’s no extra setup required. The billing setup feature is only available in Google Ad Manager 360 (paid version).
Final Words
Now you know What is Google Ad Manager?, how it works, how it’s different from AdSense, and how to use it effectively. By combining AdSense ads with other ad networks, you can maximize your ad revenue and take full control of your inventory.
If you still have any questions about What is Google Ad Manager?, feel free to ask in the comments below.
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