Optimizing Google Ad Manager and adding additional SSPs beyond AdX can help to increase the amount of revenue your business is generating.
Here are some helpful tips to get started:
Implement header bidding: Header bidding is a powerful tool for programmatic advertising that allows you to put multiple bids into a single auction. This allows you to access more inventory from various exchanges and hold multiple ad requests in balance before deciding which to run. Header bidding helps to increase competition between supply side partners (SSPs) for inventory, resulting in higher CPM rates for publishers.
Analyze your SSP performance data: Use data to help determine which SSPs are performing best and which ones you should focus on. Analyze data from each SSP you are using to identify which ones are generating the best CPM and revenue. From there, you can optimize campaigns by adding more SSPs or to apply different parameters to certain SSPs.
Experiment with new SSPs: If you already have a few reliable SSPs, but want to explore additional ones, try adding one at a time and carefully monitor the performance. Do not forget to take into account the additional overhead fees different SSPs charge.
Leverage private marketplaces: Private marketplaces are preferred by a large number of advertisers, as they offer more control over who they target and the types of ads they want to run. If you want to tap into additional demand sources, consider adding private marketplaces to your Ad Manager set up.
Utilize the Ad Manager prediction API: The Ad Manager prediction API can help you to make better decisions about which SSPs to choose when setting up a campaign. The API uses machine learning algorithms to predict which SSPs are most likely to provide the best performance for your campaign.
By using these tips, you can take proactive steps to make sure your Google Ad Manager is optimized and that you are taking advantage of the many options available to improve the performance of your programmatic campaigns.
