Introduction to GAM - Lesson 1: Google Ad Manager (DFP) Tutorial

Summary

This video script introduces the Google Ad Manager course, a multi-video series covering the Google ad management platform. The instructor, an experienced professional in ad tech and digital marketing, explains the platform's importance for publishers and advertisers. The course will teach viewers to set up and optimize monetization deals and campaigns in Google Ad Manager, highlighting its role in the programmatic ecosystem and job prospects in the industry. The script also discusses the platform's evolution from DoubleClick for Publishers to Google Ad Manager and its significance for content monetization.

Takeaways

• 😀 The speaker has extensive experience with various ad tech and digital marketing platforms, with Google Ad Manager being their favorite due to its niche skill set and interesting capabilities.
• 📚 The course will cover Google Ad Manager Professional in-depth, including its history and evolution from DFP (DoubleClick for Publishers) to its current name.
• 💼 There are significant job prospects for those skilled in Google Ad Manager, with opportunities in publishing, technology companies, and consulting firms globally.
• 🌐 Google Ad Manager is used by a vast number of publishers worldwide, including major names like BBC, Times of India, and New York Post, making it a crucial platform in digital advertising.
• 🔍 The tool fits into the programmatic advertising ecosystem as a Supply-Side Platform (SSP), helping publishers sell their ad inventory through ad exchanges like Google Ad Exchange.
• 💡 Google Ad Manager is an ad server and management tool that allows publishers to monetize their websites and apps by managing and displaying ads effectively.
• 🔑 To create a Google Ad Manager account, one must have an approved Google AdSense account, which is typically accessible with a single click within the AdSense interface.
• 💰 Google Ad Manager is free for most users, with charges only applicable after exceeding a certain number of ad impressions per month, varying by region.
• 📈 The platform is essential for publishers to manage direct deals with advertisers, integrate ad networks, and provide detailed reporting on ad performance.
• 📊 Inventory forecasting is a key feature of Google Ad Manager, helping publishers predict and manage ad impressions to avoid overbooking and fulfill advertiser contracts.
• 🛠️ The basic workflow of Google Ad Manager involves creating ad tags, placing them on the website, and then linking specific campaigns to these ad slots within the platform.

Q & A

What is the main focus of the Google Ad Manager course?

The course focuses on teaching the use of Google Ad Manager, formerly known as DFP (DoubleClick for Publishers), to run, optimize, and set up monetization deals and campaigns in both the free and premium versions.

Why is the Google Ad Manager platform particularly favored by the speaker?

The speaker favors Google Ad Manager because they have dedicated three years of their career to it, finding it interesting and niche with a lot of capabilities.

What job opportunities does expertise in Google Ad Manager open up?

Expertise in Google Ad Manager can lead to job opportunities at any publisher worldwide, such as BBC.com, Times Internet, Truecaller, Spotify, and also at technology companies like Google Operations Center, Accenture, and other consulting firms.

How does the speaker describe the niche nature of Google Ad Manager skillset?

The speaker describes the skillset as very niche, meaning that relatively few people know the platform compared to other Google marketing tools, which implies a higher demand for experts in this area.

What is the relationship between Google Ad Manager and the programmatic advertising ecosystem?

Google Ad Manager is part of the programmatic stack provided by Google, functioning as a Supply Side Platform (SSP) where publishers can sell their ad inventory through ad exchanges.

Can anyone create a Google Ad Manager account, and if not, what is required?

Anyone with an approved Google AdSense account can create a Google Ad Manager account with just one click within their AdSense account.

What is the cost associated with using Google Ad Manager?

Google Ad Manager is free for serving up to 90 million ad impressions per month in most cases, such as in the U.S., Canada, and North America. Beyond that, a paid version is required with a minimum CPM fee based on the country for the extra impressions.

How can one determine if a publisher is using Google Ad Manager for their ad slots?

By appending 'goggfc' to the end of a publisher's website URL, one can check if the ad slot details appear, indicating the use of Google Ad Manager.

What are the main uses of Google Ad Manager according to the script?

The main uses of Google Ad Manager include ad serving and management, inventory forecasting, and providing detailed reporting for both publishers and advertisers.

How does the script describe the process of using Google Ad Manager on a website?

The process involves creating a Google Ad Manager account, generating ad tags, placing these tags in the website's source code to create ad slots, and then selecting which campaigns to serve within those slots in the Google Ad Manager interface.