Google Ad Manager is a powerful tool that publishers and advertisers use to effectively manage and optimize their digital advertising campaigns. Within the platform, there are two essential features that play a significant role in streamlining operations: Managed Account and Managed Inventory. In this article, we’ll explore both options and highlight the key differences between them.
Managed Account
What is a Managed Account?
A Managed Account in Google Ad Manager is a way for publishers to collaborate with third-party companies or individuals, such as ad agencies or ad operations teams, to manage their ad inventory and optimize their ad campaigns. It’s a secure method for granting access to your Google Ad Manager account without giving full administrative control.
Key Features of a Managed Account:
- Controlled Access: You can grant specific permissions to a Managed Account, limiting what actions they can take within your Ad Manager account. For example, you can allow them to create and manage ad campaigns but restrict access to sensitive financial information.
- Collaboration: Managed Accounts enable publishers to collaborate with experts or agencies that specialize in ad operations, ad creatives, or campaign optimization, enhancing overall ad performance.
- Transparency: You can maintain visibility into the actions taken by the Managed Account, ensuring accountability and tracking their contributions to your advertising efforts.
- Improved Efficiency: With Managed Accounts, you can focus on other aspects of your business while experienced professionals handle your ad campaigns, making your ad operations more efficient.
Managed Inventory
What is Managed Inventory?
Managed Inventory, on the other hand, refers to a set of ad units or placements within your website or app that you delegate to be managed and monetized by Google Ad Manager. In essence, it allows Google to handle the sale of ad space on those specific portions of your inventory, making it a more hands-off approach for publishers.
Key Features of Managed Inventory:
- Automated Monetization: With Managed Inventory, Google Ad Manager takes control of ad monetization, using its advanced algorithms to maximize revenue from the designated ad units.
- Ad Quality Control: Google ensures that only high-quality ads are displayed on your Managed Inventory to maintain a positive user experience and protect your brand’s reputation.
- Optimized Yield: Google Ad Manager continuously optimizes the pricing and ad selection process to maximize your revenue potential.
- Simplified Management: Publishers don’t need to worry about the day-to-day management of specific ad units, as Google handles most of the operational aspects.
Key Differences
Now that we’ve explored both Managed Account and Managed Inventory, let’s highlight the key differences between the two:
- Control: Managed Accounts offer publishers more control over who manages their ad inventory and how, while Managed Inventory relinquishes control to Google.
- Collaboration vs. Automation: Managed Accounts involve collaboration with external partners, whereas Managed Inventory relies on automation and Google’s expertise.
- Responsibility: In Managed Accounts, the publisher retains responsibility for ad operations, while in Managed Inventory, Google takes on the bulk of the responsibility.
- Visibility: With Managed Accounts, publishers maintain visibility and control over the actions taken, while Managed Inventory offers less visibility as Google automates the process.
- Expertise: Managed Accounts allow publishers to leverage external expertise, while Managed Inventory leverages Google’s extensive experience in ad monetization.
Conclusion
In the world of digital advertising, both Managed Accounts and Managed Inventory in Google Ad Manager offer unique advantages. Your choice between the two should depend on your specific needs, resources, and level of control desired. Managed Accounts are great for publishers who want to collaborate with external experts, retain control, and maintain transparency. On the other hand, Managed Inventory suits those who prefer automation, hands-free ad management, and optimized monetization.
Ultimately, whether you opt for Managed Account or Managed Inventory, Google Ad Manager provides valuable tools to help you maximize your ad revenue and streamline your advertising operations. Choose the option that aligns best with your goals and resources, and you’ll be on your way to a more efficient and profitable ad management experience.
