{"id":18959,"date":"2023-06-14T17:36:00","date_gmt":"2023-06-14T12:06:00","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=18959"},"modified":"2025-07-16T17:19:33","modified_gmt":"2025-07-16T11:49:33","slug":"how-to-set-up-multi-format-ads-in-google-ad-manager","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/how-to-set-up-multi-format-ads-in-google-ad-manager\/","title":{"rendered":"How to Set Up Multi-format Ads in GAM (Google Ad Manager)?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>If you\u2019re monetizing your inventories through Google Ad Manager, you\u2019ve probably heard people talking about \u201cmulti-format ads\u201d. The promise of multi-format ads is to deliver multiple ad types within minutes and open publishers\u2019 inventory to a larger audience. However, the complexity of providing multiple ads in different formats can overwhelm even the most efficient ad ops teams.\u00a0<\/p>\n\n\n\n<p>So, the question of the hour is \u2018<em>how do you set up multi-format ads without excessive toil<\/em>?\u201d<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>At Adpushup, we routinely talk to publishers who are eagerly exploring multi format ads in GAM and share tips on ad revenue optimization.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>In this article, we\u2019ll evaluate how multi-format ads solve one or more of the publisher&#8217;s problems and what benefits they offer to both publishers and advertisers. Finally, we\u2019ll end with a workable solution for how you can set up GAM for serving your next multi-format ad.\u00a0<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-set-up-multi-format-ads-in-google-ad-manager\/#What_are_Multi-format_Ads_in_GAM\" >What are Multi-format Ads in GAM?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-set-up-multi-format-ads-in-google-ad-manager\/#How_to_Set_Up_Multi-Format_ads_in_GAM\" >How to Set Up Multi-Format ads in GAM?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-set-up-multi-format-ads-in-google-ad-manager\/#In_Closing\" >In Closing<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-set-up-multi-format-ads-in-google-ad-manager\/#Frequently_Asked_Questions\" >Frequently Asked Questions<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-what-are-multi-format-ads-in-gam\"><span class=\"ez-toc-section\" id=\"What_are_Multi-format_Ads_in_GAM\"><\/span>What are Multi-format Ads in GAM?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Multi-format ads allow publishers to serve multiple media types on a single ad unit. For example, you can set up one ad unit on a page that could display a <a href=\"https:\/\/www.adpushup.com\/blog\/top-performing-banner-size-for-advertisement\/\" target=\"_blank\" rel=\"noreferrer noopener\">banner<\/a>, <a href=\"https:\/\/www.adpushup.com\/blog\/types-of-video-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">video<\/a>, or a <a href=\"https:\/\/www.adpushup.com\/blog\/7-best-examples-of-native-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">native ad<\/a>, depending on the audience. On <a href=\"https:\/\/www.adpushup.com\/google-ad-manager\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Ad Manager<\/a>, you can run multiple ad types by creating ads that fit just about any ad space available.\u00a0<\/p>\n\n\n\n<h3 id=\"h-what-s-the-hype-all-about\">What\u2019s the Hype All about? <\/h3>\n\n\n\n<p>If you\u2019re like most advertisers, you\u2019re always looking for some extra revenue. While optimizing a particular <a href=\"https:\/\/www.adpushup.com\/blog\/types-of-ad-tests\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad type<\/a> can get you some, you\u2019re still leaving money on the table.\u00a0\u00a0<\/p>\n\n\n\n<p>We\u2019re saying that because online audiences are more diverse than ever. You can no longer adopt a \u2018one size fits all\u2019 approach when it comes to serving ads. Keeping the audience fragmentation in mind, it\u2019s better to reach the right audience at the right time.&nbsp;<\/p>\n\n\n\n<p>Multi-format ads enable serving of multiple ads (of different format) in one placement &#8211; opening up a world of possibilities for both advertisers and publishers. Advertisers get access to users they may not have addressed previously, and publishers achieve a healthy ROI by increasing their relevant audience reach.<\/p>\n\n\n\n<p>It\u2019s a win-win for everyone!<\/p>\n\n\n\n<h2 id=\"h-how-to-set-up-multi-format-ads-in-gam\"><span class=\"ez-toc-section\" id=\"How_to_Set_Up_Multi-Format_ads_in_GAM\"><\/span>How to Set Up Multi-Format ads in GAM?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Yes, you can set up multi-format ads on platforms other than Ad Manager. We\u2019re picking on GAM for a reason &#8211; it\u2019s a platform most publishers typically know, whereas the rest of the web feels a bit nebulous.&nbsp;<\/p>\n\n\n\n<h3 id=\"h-step-1-add-an-ad-unit\">Step 1. Add an Ad Unit<\/h3>\n\n\n\n<p>The way publishers create ad units is no longer the same as before. Google has been rolling out interface changes without warning, causing publishers a lot of stress.&nbsp; So, you need to pay special attention to this part.<\/p>\n\n\n\n<p>In Google Ad Manager, ad units are organized into hierarchy- from top to bottom. Ad units can be created at top level (parent ad unit) or lower level (child ad unit), and different ads can be created in terms of shape, size, and format. Here\u2019s a run-down of popular ad formats you can run:\u00a0 <\/p>\n\n\n\n<h4 id=\"h-banner-video-ads\"><strong>Banner &amp; Video Ads&nbsp;<\/strong><\/h4>\n\n\n\n<p>To deliver banner ads on your website, you need ad tags from GAM. Here again, you\u2019ve to login to GAM, visit the inventory section and start creating ads.&nbsp;<\/p>\n\n\n\n<p>While banner ad creation is quite simple, choosing ideal ad sizes can be a bit of a hassle. <\/p>\n\n\n\n<p>Running video ads in Google Ad Manager is a fair game as well. You can run all three types of video ads including the linear, non-linear, and companion ads.&nbsp;<\/p>\n\n\n\n<p>To create video ads, you can log in to your GAM account, visit the inventory section, and start ad creation. You can also refer to our <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-run-video-ads-in-google-ad-manager-gam\/\" target=\"_blank\" rel=\"noreferrer noopener\">video ad unit creation guide<\/a> for step-by-step guidance.\u00a0<\/p>\n\n\n\n<div class=\"poptin-embedded\" data-id=\"840774f08f516\"><\/div>\n\n\n\n<h4 id=\"h-native-ads\"><strong>Native Ads&nbsp;<\/strong><\/h4>\n\n\n\n<p>Native ads are more complex to set up. Since publishers can leverage DFP native ads for earning more revenue, Google Ad Manager has a pretty exhaustive setup for creating and running DFP native ads. You can refer to this guide that simplifies <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/the-beginners-guide-to-dfp-native-ads\/\" target=\"_blank\">native ad creation on GAM.&nbsp;<\/a><\/p>\n\n\n\n<p><em>Want to create attention-grabbing, optimized ads for all your audience segments? Get a complimentary demo of AdPushup to find out how.<\/em><\/p>\n\n\n\n<h3 id=\"h-step-2-add-an-order-line-item\">Step 2. Add an Order &amp; Line item&nbsp;<\/h3>\n\n\n\n<p>Once you\u2019re creating ad units, it\u2019s time to create a new order. This order will be related to the multiple line times that are required to run the multi-format auctions.<\/p>\n\n\n\n<p>In Google ad manager, the banner and video ads have a common creative and line item for them. But if you want to set-up the native ads, you\u2019ll require a separate creative and line time.&nbsp;<\/p>\n\n\n\n<h4 id=\"h-banner-and-videos-ads\">Banner and Videos Ads<\/h4>\n\n\n\n<p>GAM makes it easy to create a line item without knowing much technical know-hows. Go to\u00a0 <strong>Google Ad Manager<\/strong> > <strong>Deliver<\/strong> > <strong>Order <\/strong>> <strong>New Order > Add line item<\/strong> \/ <strong>New line item<\/strong>, and start creating line item. You can also refer to our <a href=\"https:\/\/www.adpushup.com\/blog\/line-items-dfp\/\" target=\"_blank\" rel=\"noreferrer noopener\">line-item<\/a> documentation for step-by-step instructions.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img src=\"https:\/\/lh4.googleusercontent.com\/DoQ-gpcN3kLgPpMWpO1wSuM0Z9URPaG572b9YaZD9OJjhK9PACsBwSy_YPdZmYnGXoWInpm_9wpI1hNaLWUHKfFbaJJcLNUfUq7Zyztjana8jcZvK7sy4lh5mCF1KeSdD0uf20I\" alt=\"Multi-format ads in GAM\"\/><\/figure><\/div>\n\n\n\n<p>Keep in mind that line item format targeting will only be done through \u2018hb_format\u2019 is \u2018banner or video ad.\u2019&nbsp; Hence, publishers must create these key values before starting the GAM setup.&nbsp;<\/p>\n\n\n\n<h4 id=\"h-native-ads-1\">Native Ads<\/h4>\n\n\n\n<p>For a given ad format, line items will deliver to all native styles and sizes of that format. It means the native line item is sizeless.&nbsp;<\/p>\n\n\n\n<p>Furthermore, publishers do not need to make any special settings at the order level. If you\u2019re choosing native styles, make sure that both the line item targeting and style targeting match the request.&nbsp;<\/p>\n\n\n\n<p>Google recommends publishers to <a href=\"https:\/\/support.google.com\/admanager\/answer\/7658048\">mix banners and native ad requests<\/a> for maximizing performance and increasing ad revenue.\u00a0The line item for native ads will differ in targeting the format. Thus, in key-value targeting, you should set \u2018<strong>hb-format\u2019 is \u2018native<\/strong>.\u2019<\/p>\n\n\n\n<h3 id=\"h-step-3-adding-creatives\">Step 3. Adding Creatives<\/h3>\n\n\n\n<p>Publishers can choose and creatives to a line item depending on the line item settings they\u2019ve chosen in the previous step. Creatives, once uploaded to the GAM library can be shared across GAM for the same advertiser.&nbsp;<\/p>\n\n\n\n<p>If you\u2019ve line items that share the same creative sets or creative sizes, you can add creatives to them in bulk. Here again, the creation of banner and video ads creatives differ from native ads creative.&nbsp;<\/p>\n\n\n\n<h4 id=\"h-banner-and-video-ads\">Banner and Video Ads<\/h4>\n\n\n\n<p>When you\u2019re adding creatives to a line item, you&#8217;ll need to choose its type from \u2018image,\u2019 \u2018flash,\u2019 \u2018third-party,\u2019 native,\u2019 etc. To add creatives for banner and video ads, you\u2019ll choose third-party as a type, and then add the code.&nbsp;<\/p>\n\n\n\n<h4 id=\"h-native-ads-2\">Native Ads&nbsp;<\/h4>\n\n\n\n<p>For native line teams, you should choose \u2018native format\u2019 from the standard creative formats available on Ad Manager. Keep in mind that the inventory labels, sizes, and targeting for creatives must match those of the line item.&nbsp;<\/p>\n\n\n\n<h3 id=\"h-step-4-add-an-ad-tag\">Step 4: Add an Ad Tag&nbsp;<\/h3>\n\n\n\n<p>Ad manager lets you generate and customise ad tags without having to manually edit codes.&nbsp;<\/p>\n\n\n\n<p>In this step, you\u2019ll <a href=\"https:\/\/www.adpushup.com\/blog\/ad-tags\/\">generate ad tags<\/a> from the ad unit you\u2019ve created and add the tag to your webpages. This is how you can do it:<\/p>\n\n\n\n<ol class=\"has-background\" style=\"background:linear-gradient(135deg,rgb(238,238,238) 67%,rgb(169,184,195) 100%)\"><li><a href=\"https:\/\/admanager.google.com\/\">Sign in<\/a> to Google Ad Manager > Click Inventory Ad units.<\/li><li>Click the ad unit for which you want to generate ad tag<\/li><li>Select Tags tab > Select the type of tag > Continue<\/li><li>Make additional selections based on tag type\u00a0<\/li><li>Copy the generated tags and send them to your web developer.<\/li><\/ol>\n\n\n\n<p class=\"has-text-align-center has-background\" style=\"background-color:#fff1f5;font-size:20px\"><strong>Also Read:<\/strong> <strong><a href=\"https:\/\/www.adpushup.com\/blog\/adpushup-insider-how-to-avoid-getting-banned-by-google\/\">AdPushup Insider: How to Avoid Getting Banned by Google<\/a><\/strong><\/p>\n\n\n\n<h2 id=\"h-in-closing\"><span class=\"ez-toc-section\" id=\"In_Closing\"><\/span>In Closing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Publishers are still finding innovative ways to mix and match ad offerings to meet their needs. With greater multi-format ads adoption, we look forward to watching creative use cases and benefits emerge.\u00a0<\/p>\n\n\n\n<p>Having said that, we understand your first attempt at setting up multi-format ads in GAM isn\u2019t going to be perfect. It might be good enough to generate conversions, but there\u2019s always room for enhancement. So, make sure to experiment with size, shape, and ad format to run ads that perform best on your website.&nbsp;<\/p>\n\n\n\n<p>When improvement can mean significant gains in your business\u2019s revenue, you should always consider A\/B testing your ads.&nbsp;<\/p>\n\n\n\n<p><em>Want to create attention-grabbing, optimized ads for all your audience segments? Get a complimentary demo of AdPushup to find out how.<\/em><\/p>\n\n\n\n<div class=\"poptin-embedded\" data-id=\"56eae03d57402\"><\/div>\n\n\n\n<h2 id=\"h-frequently-asked-questions\"><span class=\"ez-toc-section\" id=\"Frequently_Asked_Questions\"><\/span>Frequently Asked Questions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1686758250254\"><strong class=\"schema-faq-question\"><strong>1. What are Multi-format ads?<\/strong><\/strong> <p class=\"schema-faq-answer\">Multi-format ads allow publishers to serve multiple media types on a single ad unit. For example, you can set up one ad unit on a page that could display a banner, video, or a native ad, depending on the audience.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1686758283675\"><strong class=\"schema-faq-question\">2. <strong>How do you serve multi-format ads with google ad managers?<\/strong><\/strong> <p class=\"schema-faq-answer\">Setting up multi-format ads with GAM requires four fundamental steps:<br\/>Add an Ad Unit.<br\/>Add an Order and Line Items\u00a0<br\/>Add Creatives for each Media Type<br\/>Generate ad tags<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1686758344347\"><strong class=\"schema-faq-question\"><strong>What is the benefit of multi-format ads?<\/strong><\/strong> <p class=\"schema-faq-answer\">Multi-format ads enable serving of multiple ads (of different format) in one placement &#8211; opening up a world of possibilities for both advertisers and publishers. Advertisers get access to users they may not have addressed previously, and publishers achieve a healthy ROI by increasing their relevant audience reach.\u00a0<\/p> <\/div> <\/div>\n\n\n\n<h4 id=\"h-q3\"><strong>Q3. <\/strong><\/h4>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>If you\u2019re monetizing your inventories through Google Ad Manager, you\u2019ve probably heard people talking about \u201cmulti-format ads\u201d. The promise of multi-format ads is to deliver multiple ad types within minutes and open publishers\u2019 inventory to a larger audience. However, the complexity of providing multiple ads in different formats can overwhelm even the most efficient ad<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":18961,"comment_status":"open","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6452],"tags":[11366,11367,11365],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Set Up Multi-format Ads in Google Ad Manager [A Complete Guide]<\/title>\n<meta name=\"description\" content=\"Multi-format ads in GAM allow publishers to serve multiple ads on a single ad unit. Here&#039;s everything you should know to multiply revenue\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-set-up-multi-format-ads-in-google-ad-manager\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"How to Set Up Multi-format Ads in Google Ad Manager [A Complete Guide]\" \/>\n<meta name=\"twitter:description\" content=\"Multi-format ads in GAM allow publishers to serve multiple ads on a single ad unit. 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