For publishers looking to maximize their earnings with digital advertising, implementing the correct ad tags on their sites is crucial. Google offers two main options for deploying ad units: the Google Publisher Tag (GPT) and the Ad Exchange Tag (ADX). However, the ADX Tag is deprecated and no longer receives updates, whereas the Google Publisher Tag is recommended for its high performance and flexibility.
Correctly implementing your ad units with the Google Publisher Tag not only helps avoid account bans from Google Ad Exchange but also ensures better ad performance.
In this tutorial, we will explore how you can increase your revenue using the Google Publisher Tag, highlighting its advantages and offering practical tips for implementation and optimization. Additionally, we will discuss how to avoid common issues, such as policy violations that could result in account bans. With the right information and best practices, you can boost your revenue effectively and sustainably.
What is the Google Publisher Tag?
The Google Publisher Tag (GPT) is an advanced ad tag that helps publishers deliver ads from Google Ad Manager efficiently and with control. This tag consists of JavaScript code embedded in the site’s HTML, allowing advanced management of ad inventory and dynamic ad delivery.
What is the ADX Tag?
The ADX Tag is specific to Google Ad Exchange, a platform that allows publishers to sell ad inventory through real-time auctions. Although it also serves ad delivery, its functionalities are more limited compared to the Google Publisher Tag.
Key Differences Between the Tags
Flexibility and Control
Google Publisher Tag: Offers greater flexibility and control over ads, allowing detailed management of inventory and custom configurations.
ADX Tag: Focused on real-time auctions, it offers fewer customization and control options. It is deprecated by Google, with no performance improvements being updated.
Integration with Other Tools
Google Publisher Tag: Integrates seamlessly with Google Ad Manager, providing centralized management and advanced features like audience targeting and detailed reporting.
ADX Tag: Has limited integration, mainly used within the Google Ad Exchange auction ecosystem.
Targeting Capabilities
Google Publisher Tag: Offers advanced targeting by geography, device, and user behavior, allowing for more directed and relevant ads.
ADX Tag: Targeting is more basic, generally focusing on high-level characteristics.
Implementation and Use
Google Publisher Tag: Requires higher technical knowledge for implementation, but Google provides comprehensive guides and support for setup.
ADX Tag: Easier to implement, but with fewer customization options and lower fill rate performance, resulting in lower revenue.
Benefits of Using the Google Publisher Tag
Increased Revenue
The Google Publisher Tag offers greater control and flexibility, allowing you to optimize ad delivery. With this tag, you can adjust settings and test different strategies to maximize your revenue.
Better User Experience
More relevant and well-targeted ads provide a better experience for your site’s users. This increases the chances of clicks and conversions, as well as enhancing the perception of your content.
Detailed Reporting
Google Ad Manager provides detailed reports that help analyze ad performance. With this information, you can adjust strategies to achieve better results.
Advanced Targeting
The Google Publisher Tag allows you to target ads based on various criteria, ensuring that ads are displayed to the correct audience. This increases the relevance and effectiveness of advertising campaigns.
To get valuable tips and ensure the correct implementation of the Google Publisher Tag, you can complete our courses at academy.alright.global and earn your certification. Additionally, access Google’s official documentation by clicking here.
Tag Examples
Google Publisher Tag
Recommended by Google, high performance, and greater size flexibility.
Document title:
<script async src="https://securepubads.g.doubleclick.net/tag/js/gpt.js"></script>
<script>
window.googletag = window.googletag || {cmd: []};
googletag.cmd.push(function() {
googletag.defineSlot('/123456/yoursite.com/D2_DESK_INTERNA_BF', [[336, 280], [728, 90], [300, 250], [468, 60], [480, 75], 'fluid'], 'div-gpt-ad-123456789999-0').addService(googletag.pubads());
googletag.pubads().enableSingleRequest();
googletag.enableServices();
});
</script>
Document body:
<!-- /12345678901/yoursite.com/D2_DESK_INTERNA_BF -->
<div id='div-gpt-ad-12345678999-0' style='min-width: 300px; min-height: 60px;'>
<script>
googletag.cmd.push(function() { googletag.display('div-gpt-ad-12345678999-0'); });
</script>
</div>
Ad Exchange Tag
Deprecated by Google, low performance, and lacks size flexibility.
<script type="text/javascript">
google_ad_client = "ca-pub-1234567899978855";
/* intext */
google_ad_slot = "intext";
google_ad_width = 728;
google_ad_height = 90;
</script>
<script type="text/javascript" src="//pagead2.googlesyndication.com/pagead/show_ads.js"></script>
AdSense Tag
Do not use your Ad Exchange tag in the AdSense tag format, as your account will be banned. This implementation is incorrect and violates Google’s policies.
<script async src="https://pagead2.googlesyndication.com/pagead/js/adsbygoogle.js?client=ca-pub-12345678999" crossorigin="anonymous"></script>
<!-- intext -->
<ins class="adsbygoogle"
style="display:inline-block;width:728px;height:90px"
data-ad-client="ca-pub-12345678999"
data-ad-slot="123456789"></ins>
<script>
(adsbygoogle = window.adsbygoogle || []).push({});
</script>
