Programmatic Guaranteed Deal Setup in Google Ad Manager

Below is a detailed explanation of how to set up and execute a Programmatic Guaranteed Deal under Google Ad Manager (GAM), including step-by-step guidance and practical examples. This guide assumes you have administrative access to a GAM account and are familiar with its basic interface.

What is a Programmatic Guaranteed Deal?

A Programmatic Guaranteed Deal is an automated, direct advertising transaction where a publisher guarantees a specific number of impressions to a buyer at a fixed price. Unlike open auctions or non-guaranteed deals (e.g., Preferred Deals), both parties commit to the terms—publishers reserve inventory exclusively for the buyer, and buyers agree to purchase it. Google Ad Manager streamlines this process by automating negotiation, trafficking, and payment workflows.

Setting Up a Programmatic Guaranteed Deal in Google Ad Manager

Step 1: Enable Programmatic Direct in GAM

Before you can set up a Programmatic Guaranteed Deal, ensure that Programmatic Direct is enabled in your GAM account.

How to Enable:
1. Log in to Google Ad Manager.
2. Navigate to Admin > Global Settings > Features.
3. Locate Programmatic Direct and toggle it to “Enabled.”
4. Click Save.
Example: A news website, “Daily Scoop,” wants to sell premium banner ad space programmatically. Their admin enables Programmatic Direct to unlock this capability.

Step 2: Set Up Your Publisher Profile

Your Publisher Profile helps buyers discover your inventory and initiates deal proposals.

How to Set Up:
1. Go to Sales > Deal Settings.
2. Under Publisher Profile, add details:
  - Website/app description (e.g., “Daily Scoop: Top news for millennials”).
  - Audience demographics (e.g., “18-34, tech-savvy readers”).
  - Inventory types (e.g., display, video).
3. Set Buyer Visibility:
  - “Open to all buyers” (recommended for broad reach).
  - “Specific buyers” (e.g., only “TechCorp Ads”).
4. Save your profile.
Example: Daily Scoop sets visibility to “Open to all buyers” and highlights its 1 million monthly impressions of 300×250 banner ads to attract tech advertisers.

Step 3: Define Inventory Types

Specify the types of ad inventory you’ll offer (e.g., display, mobile app, video).

How to Define:
1. Go to Admin > Global Settings > Inventory Types.
2. Add supported formats (e.g., “Display” for banners, “Video” for pre-roll ads).
3. Link your Google Ad Exchange property if needed.
Example: Daily Scoop adds “Display” for its homepage banner and “Mobile App” for its news app, ensuring buyers know what’s available.

Step 4: Create a Programmatic Guaranteed Proposal

Now, create a proposal to negotiate with a buyer.

How to Create:
1. Navigate to Sales > Proposals.
2. Click New Proposal.
3. Fill in the details:
  - Name: “Spring Tech Campaign 2025.”
  - Buyer: Select a buyer (e.g., “TechCorp Ads”) or leave open for Marketplace discovery.
  - Salesperson: Assign a team member (e.g., “Jane Doe”).
4. Add Proposal Line Items:
  - Type: Select “Programmatic Guaranteed.”
  - Inventory: Choose ad units (e.g., “Homepage Banner – 300×250”).
  - Dates: Set flight dates (e.g., April 1 – April 30, 2025).
  - Impressions: Enter the guaranteed amount (e.g., 500,000 impressions).
  - Rate: Set CPM (e.g., $10 CPM = $5,000 total).
  - Targeting: Add criteria (e.g., “US only” or “Tech Audience List”).
5. Save and click Send to Buyer to initiate negotiation.
Example: Daily Scoop proposes 500,000 impressions of its 300×250 homepage banner to TechCorp Ads at $10 CPM for April 2025, targeting US readers interested in gadgets.

Step 5: Negotiate with the Buyer

Negotiation happens within GAM, with proposals sent back and forth until both parties agree.

Process:
1. The buyer reviews the proposal in their Demand-Side Platform (DSP), like Display & Video 360.
2. They may counter (e.g., request 600,000 impressions at $9 CPM).
3. You review changes in GAM under Sales > Proposals, adjust terms, and resend.
4. Once agreed, the buyer accepts, and you finalize the deal.
Example: TechCorp counters with 600,000 impressions at $9 CPM ($5,400 total). Daily Scoop agrees, requests buyer acceptance, and TechCorp accepts on March 15, 2025.

Step 6: Finalize and Execute the Deal

Once accepted, GAM converts the proposal into an order and automates delivery.

Execution Steps:
1. After acceptance, GAM creates an Order and Line Items under Delivery > Orders.
2. Verify settings:
  - Ad creatives (uploaded by buyer or publisher-managed).
  - Delivery priority (set to “Standard” for guaranteed deals).
3. Ensure creatives are approved at least 24 hours before the start date (e.g., by March 31, 2025, for an April 1 launch).
4. Monitor delivery in Delivery > Orders to confirm impressions are served.
Example: On March 15, 2025, TechCorp accepts the deal. GAM generates an order for Daily Scoop’s 600,000 impressions. TechCorp uploads a 300×250 gadget ad creative, approved by March 30. Delivery begins April 1, tracked in real-time.

Key Features and Execution Tips

Audience Targeting:
- Buyers can attach first-party audience lists (e.g., “Gadget Enthusiasts”) to the proposal. GAM forecasts availability based on historical data.
- Example: TechCorp targets Daily Scoop’s tech readers, ensuring efficient inventory use.
Creative Management:
- Default: Buyers host creatives in their DSP.
- Option: Set “Publisher Managed” in the proposal line item to host creatives in GAM.
- Example: Daily Scoop opts for “Advertiser Provided” to simplify management.
Payment and Reporting:
- Google processes payments 30 days after the campaign ends (e.g., May 30, 2025, for April).
- Example: Daily Scoop receives $5,400 from Google on May 30, 2025.
Troubleshooting:
- Use GAM’s “Delivery Diagnostics” if impressions lag.
- Example: If only 400,000 impressions serve by April 20, Daily Scoop adjusts targeting to meet the 600,000 goal.

Example Scenario: End-to-End Workflow

Publisher: Daily Scoop (news site).
Buyer: TechCorp Ads (tech advertiser).
Goal: Sell 600,000 impressions of a 300×250 homepage banner for April 2025.

Setup (March 10, 2025): Daily Scoop enables Programmatic Direct, sets up its profile, and defines “Display” inventory.
Proposal (March 12): Creates a proposal for TechCorp Ads: 500,000 impressions at $10 CPM ($5,000).
Negotiation (March 13-14): TechCorp counters with 600,000 at $9 CPM ($5,400). Daily Scoop agrees.
Acceptance (March 15): TechCorp accepts, uploads creatives.
Execution (April 1-30): Ads serve, delivering 600,000 impressions. Daily Scoop earns $5,400, paid on May 30.

Benefits of Programmatic Guaranteed in GAM

Efficiency: Automates manual tasks like tag exchanges and billing.
Revenue Security: Guaranteed impressions and payment within 30 days.
Control: Publishers reserve premium inventory for trusted buyers.

By following these steps and leveraging GAM’s tools, you can successfully set up and execute Programmatic Guaranteed Deals, as demonstrated with Daily Scoop and TechCorp Ads. Let me know if you’d like more specific examples or deeper technical details!