Best practices

Ad Manager offers a variety of best practices designed to optimize your campaigns, ensuring improved performance, better reach, and higher overall quality.

Targeting best practices

• Within the audience targeting section, Ad Manager works with AND/OR relationships . It is important to note that there is an 'AND' relationship between different targeting options (such as age and gender). And within each targeting option, there is an 'OR' relationship, allowing multiple selections (e.g., ages 18-24 OR 25-34). The 'OR' relationship also applies within detailed audience selections.

• In terms of location targeting, please note that users are targeted based on their home location and that this does not reflect their current physical location. For more granular targeting, such as postal codes or workplace location, use Datalab.

Budget best practices:

• Ensure that your entire campaign budget is distributed across all Ad Groups. Utilize the budget bar, which is visible at both the campaign and Ad Group levels, to effectively manage and monitor your budget allocation.

Additional best practices for your campaign set-up: 

• Confirm that both the campaign and all Ad Groups are set to active.

• Run an impression forecast to ensure your targeted audience is sufficiently large, especially when using narrow audience targeting.

• Ensure your bid is high enough for your ad type by reviewing the recommended bids. These can be found by clicking the information icon during bid setup.

• Verify that your ad has been assigned to the correct Ad Group and has been approved.

• If your ad was uploaded using a third-party tag without a click macro, ensure the macro is validated before saving the ad; otherwise, clicks won't be tracked.

• If required, add the Purchase Order number on campaign level for invoicing purposes.