Google Ad Manager provides a variety of advantages to the publisher. It permits them to run waterfall setups with integrated coverage. It also lets them install header bidding. Publishers often have doubts about whether they can connect AdSense and AdX together in Ad Manager–or know which one of them is the better choice.
This is how Google differentiates b/w Adsense and AdX.
In conclusion, AdX provides you access to advanced blocking and reporting features in addition to the ability to set floor prices in RTB. These features aren’t available in AdSense.
So, Can You Connect AdSense and AdX into Google Ad Manager?
Google clearly mentions that if two line items trafficked with AdX and AdSense are run at the exact same priority, Ad Manager randomly selects one for ad serving. So yes, it is possible to connect AdSense and AdX in Google Ad Manager, simultaneously. In fact, you can even backfill Ad Manager ad units with AdSense using the following steps:
- Sign in to Google Ad Manager
- Click Inventory Network settings
- Select the Maximize earnings of unsold and remnant stock with AdSensecheckbox
- Click Save
But Aren’t the Demand Sources Same?
People sometimes say that AdX and AdSense contain the very same ads. Advertisers buy CPM campaigns, which are subsequently converted into CPCs in AdSense and stay CPM in AdX. But the truth is, a user will be valued differently depending on which advertisers have that user in a retargeting list. Since AdX and AdSense have different need resources (like access to more exchanges for the former), you don’t want to prejudice results by having users leap between AdX and AdSense, where they could be valued differently. So yes, the demands are slightly different.
Which One Should I Choose and Why?
This depends on the use case you want to be fulfilled:
Case 1. You Want to Run Responsive Ads
You can not use responsive ad units through DFP due to how GPT (Google Publisher Tag) sets up ad unit sizes. Responsive ad units may render really strange slot sizes, but they do increase bid pressure by allowing multiple sizes to fill the slot, without you having to specify anything. In DFP, you need to specify the sizes yourself. AdSense is the better option if you would like responsive sizes to run. (There is support for downward compatibility in Ad Manager but sizes have to be mentioned.)
Case 2. You Want to Place Floor Prices
Cost floors let buyers know they won’t be able to buy an impression lower than a certain price. These floors can be set up in different ways depending upon your strategy. You can set them up based on geo, device types, and even individual ad units. This is how it works.
This is exactly what the auction looks like without the flooring:
Bidder A offers $2. Bidder B provides $1. Your net income in the auction is then $1.01 (second cost + one cent).
When you specify a floor, you have the freedom to inform AdX: ” I only want bids over $1.5. Then, all bids below this threshold will fall through and all cases where you’re eligible to acquire at least $1.5 will be triggered. (Publishers generally run passbacks in such other instances under the threshold.)
Price flooring is only available only via Ad Exchange, so this can not be attained only through AdSense set up.
Case 3. You Need to Run Server-side Header Bidding
The Server-side Header Bidding feature of Google called EBDA (Exchange Bidding Dynamic Allocation) cannot be accessed via AdSense. EBDA permits you to invite other third-party exchanges and need partners to compete for your stock in a single auction using server-to-server bidding–thus reducing page latency.
Ad Exchange access is required to operate EBDA as of now.
Case 4. You Just Need Easy Management
AdSense is intended to be very simple to handle and comes with almost no frills. Additionally, by default, should you not have access to a AdX account, you’ll end up paying a certain amount to the AdX reseller via that which you get that access that could little revenue impact in general.
Hopefully, by now, you understand whether Adsense or AdX suits your use case better and is in line with the goals you’re trying to achieve. Here is how you can go about linking these to the Advertisement Manager.
How to join Ad Manager to AdSense
- Sign into Ad Manager
- Click Link Accounts
- Visit Adsense tab
- Click New AdSense Link
- Once in the AdSense section, fill in all the fields:
How to join Ad Manager to AdX
- Sign into Ad Manager
- Click on Link Accounts
- Visit Ad Exchange tab
- Click New Ad Exchange link
- Once in the Ad Exchange section, fill all the fields.