Tuesday, February 19, 2013
What Is a Remnant Ad in Google Ad Manager?
History
DoubleClick was a Google competitor in the online advertising arena. Google eventually purchased DoubleClick and its ad-serving technology in 2007. The company previously used Google Ad Manager to help website owners manage their advertising inventory. The service still exists, but Google rebranded it as DoubleClick For Publishers, or DFP, in 2010.
Remnant Ads
When you sign a contract with an advertiser to deliver a specific number of visitor impressions on your website, you can enter that specific amount for delivery when creating Ad Manager ads. After fulfilling those impressions, you may still get more website visitors. These are remnant impressions. You can create remnant ads in Ad Manager to fill these spots. There are two ways to do this. The first is to create a line item in the customer's order. Each line item is an ad that displays for customers who buy your remnant impressions, which are typically sold at a discount price to sell off your unsold inventory.The second type of remnant ad originates from Google AdSense, which is a publisher network that allows you to run Google ads purchased through the AdWords service. If you do not have any remnant ads set up, AdSense displays ads for your entire unsold inventory. If you are running separate remnant ads, you can also set up your AdSense ads to compete against your other remnant ads. If AdSense can deliver a more profitable click, it will do that. If not, it will display the other remnant ads.
Creating Line Items
In your DFP account, click on 'Orders' from the main page. You then opt to create a new order or choose an existing one. Click on 'New Line Item.' Fill in the details for any remnant ads you want to run. For ads eligible to compete against AdSense, select a network, price priority, standard or bulk ad type. Sponsorship line items are priority ads that display before remnant ads. House line items are for your own ads. Neither sponsorship nor house ads compete against AdSense. Save the line item. You do not have to upload AdSense settings. All account holders must join AdSense before getting an account and include their AdSense publisher ID on the application. As such, the system is already prepared to serve the ads corresponding to your AdSense publisher account.
AdSense Settings
To enable AdSense to display as a remnant ad, click 'Inventory' from the main page and select 'Network Settings.' On the next page, you will see a box to select 'Maximize revenue of unsold and remnant inventory with AdSense.' Put the check mark in the box and save the settings to enable AdSense. When you create individual ad units, you can click 'Override' and uncheck the box to disable AdSense from competing against your other remnant ads.
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