A beginner-friendly guide exploring what Google Ad Manager is, how it works, its difference from Google Ads, and who uses it.
🖋 By Meenakshi – AZAD Architects, Barnala
Mastering Google Ad Manager:
What It Is, How It Works & Who Needs It
If you are stepping into the world of digital advertising or managing a website with growing traffic, you have probably come across Google Ad Manager and Google Ads. Though they sound similar, they serve different purposes. This guide will walk you through the essentials — from what Google Ad Manager does to how it differs from Google Ads, and who actually uses them.
What is Google Ad Manager?
Google Ad Manager is a comprehensive ad management platform designed for publishers — like news websites, blogs, apps, and video platforms — who want to monetize their digital content. It helps manage, deliver, and optimize ads from various sources including direct advertisers, ad networks, and real-time bidding exchanges.
Think of it as the "control tower" for all your online ads, allowing you to:
• Schedule ad campaigns
• Monitor ad performance
• Maximize revenue using tools like dynamic allocation
What is Google Ad Manager Used For?
Google Ad Manager is primarily used by publishers to:
• Serve ads across websites, apps, and YouTube channels
• Manage multiple ad networks and exchanges
• Set pricing rules and prioritize high-value ad sources
• Monitor impressions, clicks, and revenue in real-time
It is especially useful for sites with high traffic or those wanting more control and flexibility than AdSense offers.
What Does a Google Account Manager Do?
A Google Account Manager is typically a professional (either at Google or a digital agency) assigned to help advertisers or publishers achieve their business goals. Their role may include:
• Offering strategic guidance on ad campaigns
• Helping set up and troubleshoot Google Ads or Ad Manager
• Ensuring ROI goals are met for clients
• Providing performance reports and optimizations
In simple terms, they bridge the gap between Google's complex ad products and the client’s business needs.
What is Google Ads Used For?
Google Ads (formerly Google AdWords) is the platform advertisers use to create and run ads on:
• Google Search
• YouTube
• Google Display Network (GDN)
• Gmail and Discover feeds
It allows you to target audiences using keywords, location, interests, demographics, and more. Whether you are promoting a product, service, or brand awareness, Google Ads is a powerful tool for paid digital marketing.
Google Ads vs. Google Ad Manager: What is the Difference?
While both Google Ads and Google Ad Manager are part of Google’s advertising ecosystem, they serve very different purposes and are designed for different users.
Google Ads is primarily used by advertisers — businesses, brands, marketers, or individuals who want to promote their products or services online. It allows them to create and run ads across platforms like Google Search, YouTube, and the Display Network. The goal of Google Ads is to drive traffic, sales, or leads by targeting specific audiences using keywords, demographics, interests, and locations. If you are looking to buy ad space and reach potential customers, Google Ads is the platform you will use.
On the other hand, Google Ad Manager is designed for publishers — website owners, app developers, or content creators who want to monetize their digital content by selling ad space. It acts as a centralized platform where publishers can manage various ad sources, such as direct advertisers, ad networks, and real-time bidding exchanges. It gives you full control over which ads appear on your platform, helps you set price floors, manage inventory, and maximize your ad revenue through dynamic allocation and reporting tools.
In short, Google Ads helps advertisers buy ad space, while Google Ad Manager helps publishers manage and sell it. One is focused on advertising spend, and the other on advertising revenue.
Who Uses Google Ads?
Google Ads is used by:
• Small businesses promoting local services
• E-commerce brands selling products online
• Enterprises running large-scale marketing campaigns
• Agencies managing client ad accounts
• Freelancers and creators promoting personal content
Basically, anyone who wants to drive traffic, generate leads, or boost online visibility can benefit from Google Ads.
💡 Conclusion:
Whether you are a publisher aiming to monetize your traffic or a business trying to grow through digital ads, understanding both Google Ad Manager and Google Ads is essential. They serve different roles, but together, they power a large portion of the global ad ecosystem.
