How to Set Up Line Items in GAM?

If you work with digital advertising, understanding line items is essential. They play a key role in how ads are delivered, priced, and optimized across your website or app.

Let’s break it down in a simple and practical way.

What is a Line Item?

A line item contains all the details about how an ad should be served. This includes:

• The type of ad creative
• Pricing information
• Delivery schedule
• Targeting settings

In short, it defines how and where an ad campaign runs.

Types of Line Items

Line items are broadly divided into three categories based on how they deliver ads.

1. Guaranteed Line Items

These are used when ad delivery is promised to an advertiser.

Sponsorship (Priority 4)

• Based on a percentage of impressions
• Ideal for full page or site takeovers
• Ensures high visibility

Standard (Priority 6, 8, 10)

• Based on a fixed number of impressions
• Delivery is paced to meet the goal
• Common for direct deals with advertisers

2. Ad Network and Exchange Line Items

These connect your inventory to external demand sources.

AdSense (Priority 12)

• Serves ads from AdSense buyers
• Requires activation in your Ad Manager account

Ad Exchange (Priority 12)

• Serves ads via open auctions and authorized buyers
• Useful for maximizing revenue from unsold inventory

3. Non Guaranteed Line Items

These are used when delivery is not guaranteed.

Network (Priority 12)

• Based on impression percentage
• Suitable for partner networks

Bulk (Priority 12)

• Has an impression cap rather than a guarantee
• Flexible delivery timing

Price Priority (Priority 12)

• Competes based on price
• Fills unsold inventory with highest paying ads

House (Priority 16)

• Used for internal promotions
• Acts as a fallback when no paid ads are available

How Priority Works

Priority determines which ads get served first.

• Sponsorship and Standard usually win over others
• Preferred Deals sit between guaranteed and auction demand
• Non guaranteed items compete based on price
• House ads only serve when nothing else is available

How to Set Up a Line Item

Here’s a step by step overview to create a line item in Google Ad Manager.

Step 1: Get Started

• Sign in to Google Ad Manager
• Go to Delivery > Orders
• Create a new order or open an existing one
• Click New Line Item

Step 2: Choose Ad Type

Select the type of creative:

• Display ads
• Video or audio ads
• Companion creatives (if applicable)

Step 3: Add Basic Details

• Enter a clear and descriptive name
• Choose the line item type and priority

This decision affects how your ad competes with others.

Step 4: Define Creative Details

• Specify ad sizes
• Ensure they match your ad units

Ad units represent the spaces on your website where ads will appear.

Step 5: Configure Additional Settings (Optional)

You can also:

• Add labels
• Enable same advertiser exceptions
• Add comments
• Set viewability tracking
• Configure video options

Step 6: Set Delivery and Pricing

• Choose start and end dates
• Enter impression goals or limits
• Define the rate (CPM, CPC, etc.)
• Apply discounts if needed

Step 7: Optimize Delivery

You can fine tune delivery by:

• Controlling pacing
• Rotating creatives
• Setting frequency caps
• Scheduling specific days or times

Step 8: Add Targeting

Targeting ensures ads reach the right audience.

You can target based on:

• Location
• Device
• Audience segments
• Content or ad units

Step 9: Final Steps

• Check inventory availability
• Review all settings
• Click Save

Your line item is now ready to serve ads.

Line items are the backbone of ad delivery in Google Ad Manager. Choosing the right type, setting priorities correctly, and configuring targeting properly can significantly impact your ad performance and revenue.