5 Advanced Google Ad Manager Strategies to Boost Your Ad Performance
Google Ad Manager (GAM) is one of the most powerful tools a publisher can use to manage, serve, and optimize ads across web, app, and video inventory. But getting it up and running is only the beginning. To truly scale your revenue and outpace the competition, you need to go beyond the basics.
Here are 5 advanced Google Ad Manager strategies you can start implementing today to increase ad performance, improve fill rates, and maximize the value of your programmatic inventory.
1. Set Up Unified Auctions (Header Bidding + Open Bidding Together)
If you’re still running Prebid.js and Open Bidding separately, you’re leaving money on the table.
The strategy: Unify your header bidding (Prebid) and Google’s Open Bidding into a single auction within Google Ad Manager. This gives you stronger competition, more demand per impression, and often better CPMs.
Why it works:
Google Ad Manager runs a unified auction model, so when you configure both header bidding and Open Bidding correctly in your line items, they all get a fair chance to win instead of Open Bidding being treated as a passive participant.
How to do it:
- Use key-values to pass bid info from Prebid.js into GAM.
- Set identical priority (usually Price Priority or Line Item Type: “Header Bidding”) for all your competing demand sources.
- Double-check line item CPMs to match bid floors accurately.
Pro tip: Avoid over-prioritizing Open Bidding partners. Let real-time competition decide the winner.
2. Use Dynamic Ad Refresh with Viewability Triggers
Refreshing ads can increase your overall impressions and revenue but doing it wrong can ruin user experience and violate Google policies.
The strategy: Implement viewability-based dynamic ad refresh — refresh an ad unit only after it’s been viewable for a certain amount of time (e.g., 30 seconds), and only when the user is still actively engaged.
Why it works:
This aligns with Google Ad Manager’s best practices and keeps your inventory attractive to buyers in the programmatic advertising ecosystem.
How to do it:
- Set a googletag.pubads().refresh() trigger using IntersectionObserver.
- Wait for 30+ seconds of viewable time before calling refresh.
- Avoid refreshing if the tab is inactive or the user has scrolled away.
Bonus tip: Combine this with lazy loading for faster page loads and better Core Web Vitals.
3. Target by Device, Geo, and Viewability Score Not Just Page
Most publishers rely on basic targeting: URL, category, or content type. But Google Ad Manager allows much more detailed targeting which can lead to higher CPMs, better fill rates, and stronger campaign performance.
The strategy: Use Custom Targeting to build inventory segments based on:
- Device type (desktop, mobile, tablet)
- Geo-location (country, region, city)
- Viewability score thresholds (using Active View data)
Why it works:
You can create PMP (Private Marketplace) deals or line items tailored to high-value segments. For example, mobile users in Tier 1 countries with high viewability scores often fetch much better rates in programmatic advertising.
How to do it:
- Set custom key-values in your ad tags (e.g., geo=US, device=mobile, viewability=high).
- Use report data to identify segments with high CTR or CPM.
- Clone your best-performing line items and target them only to these refined audiences.
Pro tip: Monitor overlap and frequency too many overlapping line items can affect ad delivery.
4. Set Floor Prices Strategically by Geography and Demand Source
One of the most overlooked features in Google Ad Manager is the ability to set different floor prices for different parts of your inventory. Most publishers stick to a single price across everything, a huge mistake.
The strategy: Set different CPM floors based on:
- Geography (e.g., $0.50 floor in India, $2.00 in the US)
- Device (mobile vs desktop)
- Demand partner (via key-values or yield groups)
Why it works:
Buyers bid differently depending on where the traffic comes from and what device it’s on. Segmenting your floor pricing ensures you’re not underpricing premium traffic or overpricing less valuable segments.
How to do it:
- Use “Pricing Rules” in Google Ad Manager.
- Create yield groups for different partner types (e.g., DSPs, ad networks).
- Use historical CPM data to set floors that match bid behavior in each region or segment.
Bonus tip: Monitor floor rejection rates in Ad Manager reports. If rejection is high, your floors may be too aggressive.
5. Leverage Ad Manager Experiments to Test Everything
One of the most underused advanced features of Google Ad Manager is Experiments.
The strategy: Run controlled A/B tests to validate what actually improves performance instead of guessing.
You can test things like:
- Different creative formats (e.g., 300×250 vs. 336×280)
- Pricing floors (e.g., $1.50 vs. $2.00)
- Ad refresh intervals (e.g., 30s vs. 60s)
- Line item priority types (Standard vs. Price Priority)
Why it works:
Experiments let you isolate a variable, compare performance, and apply changes based on real results not assumptions.
How to do it:
- In GAM, go to Delivery > Experiments.
- Set your control and variant line items.
- Choose a metric (e.g., revenue, impressions, CTR) and a test duration.
Pro tip: Run tests for at least 7 days to account for fluctuations. Only test one change at a time to see what’s really working.
Google Ad Manager is a deep and complex platform, but it rewards publishers who dig a little deeper. Once your basics are in place, these advanced strategies can push your performance further without requiring risky hacks or third-party plugins.
From better segmentation to smarter refresh, these tactics help you get the most out of your inventory all while staying compliant and scalable. Remember, programmatic advertising success isn’t just about the tech. It’s about testing, learning, and adapting your setup continuously.
If you’re unsure whether your GAM setup is optimized, we can help you audit and refine it from line item structure to price floors.
Need help improving ad performance with Google Ad Manager?
Email us at support@magicbid.ai we’ll review your setup and help you scale.
If you’re not making the most of your ad space, you’re leaving money on the table.
MagicBid helps web, app, and CTV publishers maximize revenue with smarter ad placement and optimization tools.
- Web Monetization: Get better ad visibility, higher engagement, and more revenue from every impression.
- In-App Monetization: Connect with premium advertisers to effortlessly boost fill rates and eCPMs.
- CTV Monetization: Deliver high-quality, tailored ad experiences that keep viewers engaged and advertisers paying more.
With MagicBid’s advanced ad tech and expert support, you can turn your traffic into higher earnings without the guesswork.
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