{"id":13668,"date":"2019-11-22T13:30:24","date_gmt":"2019-11-22T08:00:24","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=13668"},"modified":"2023-06-01T16:27:14","modified_gmt":"2023-06-01T10:57:14","slug":"google-ad-manager-unified-pricing-rules-guide","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/google-ad-manager-unified-pricing-rules-guide\/","title":{"rendered":"Google Ad Manager Unified Pricing Rules Guide","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n

Google ads manager pricing comes in different models. What you pay varies somewhat depending on how you have set the pricing. <\/p>\n\n\n\n

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In 2019, Google ad manager<\/a> saw a shift to a newer pricing model called, Unified Pricing.  If you have been keeping up with the Adtech industry lately, you may be aware of the industry\u2019s size and abundance of things to discover; Unified Pricing is just one of the Adtech operations. <\/p>\n\n\n\n

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This new model has helped simplify how ads are priced and managed within the Google ecosystem, making it easier for Ad Manager users to get the most out of their campaigns.<\/p>\n\n\n\n

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Unified pricing is part of the Ad Manager’s transition to the first-price auction<\/a>. With the second-price auction model shifting to first-price<\/a>, advertisers and DSPs will try to indulge in bid shading<\/a> \u2014 they will try and lower their bids. And Unified Pricing is supposed to tackle this by running a unified auction<\/a>.<\/p>\n\n\n\n

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Before we delve deeper into the unified pricing rules, let\u2019s first understand Google Ad manager pricing rules.<\/p>\n\n\n\n

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Types of Google Ad Manager Pricing Rules<\/strong><\/p>\n\n\n\n

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There are two types of Google ad manager pricing rules: standard and unified. Standard pricing rules are the older type of pricing rules, while unified pricing rules are the newer, more flexible type.<\/p>\n\n\n\n

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With standard pricing rules, you can set different prices for different ad groups or campaigns. This can be helpful if you want to optimize your campaigns for different goals. For example, you could set a higher price for a campaign focused on sales and a lower price for a campaign focused on brand awareness.<\/p>\n\n\n\n

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With unified pricing rules, you can set one price for all your ad groups and campaigns. This can be helpful if you want to simplify your pricing structure or if you want to make sure that all of your campaigns are priced equally.<\/p>\n\n\n\n

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Source: Google<\/figcaption><\/figure>\n\n\n\n

Price floors were introduced to make sure that publishers would not accept bids under a certain CPM. If the bid offered by the advertiser was $2 and the price floor was set to $5, the advertiser would not have been able to win the impression. <\/p>\n\n\n\n

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However, high price floors are generally accompanied by a decrease in fill rate. Also, multiple instances (and filters) are applied to adjust to different advertisers, geographies\u2014making price floors complex to manage.<\/p>\n\n\n\n

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Google believes that the move to first-price auctions is a necessary adjustment to better respond to a digital ad ecosystem, which is increasingly shifting towards first-price auctions and a model where consistent pricing rules will govern all demand sources. And overall, unified pricing is important to make ad tech less complex than what it is, right now.<\/p>\n\n\n\n

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