How Google Adx Approval Boosted My Website Revenue by 400% (and MCM Made it Easy!)

Trying to understand complex programmatic advertising terms like Google Adx approval, Google AdX, and Multiple Customer Management (MCM)? This guide unravels the mysteries! Learn how Google AdX connects publishers with advertisers through real-time bidding, potentially boosting revenue compared to AdSense. Explore MCM, where certified partners manage your AdX inventory, offering partial and full account control options. Discover how ads are placed and how Google handles payments within the MCM structure. Whether you’re a publisher looking to maximize your ad revenue or simply curious about online advertising, this comprehensive explanation provides valuable insights.

Basic Concept of Google Adx Approval

Google AdX is an exclusive ad exchange offering publishers potentially higher revenue compared to AdSense. However, gaining access requires meeting stricter criteria. This typically involves having a well-established website with high-quality, informative content that attracts a decent level of traffic (although the exact numbers aren’t publicly available). Your website must also strictly adhere to Google’s AdSense program policies to ensure a positive user experience. The approval process can be complex, so understanding the eligibility factors and optimizing your website accordingly is crucial. This guide explores these aspects in detail and even introduces Multiple Customer Management (MCM) as an alternative option for navigating the path to AdX.

Google AdX

• Google AdX, formerly known as DoubleClick Ad Exchange, is a programmatic advertising exchange that connects publishers with advertisers. It acts as a marketplace where publishers can sell their ad inventory (website space for ads) to a vast pool of advertisers using real-time bidding (RTB). RTB is an automated process where advertisers compete in real-time for the right to display their ads on a publisher’s website. The highest bidder wins the auction and gets their ad displayed.

Google AdX eCPM

• eCPM stands for “effective Cost per Mille,” which is an advertising metric used to measure the revenue generated per thousand ad impressions. In Google AdX, eCPM represents the estimated revenue a publisher can expect to earn for every 1,000 impressions served on their website. A higher eCPM indicates that publishers are earning more money for their ad space.

Google AdX Eligibility Criteria

Google has specific criteria that publishers need to meet to be eligible for a Google AdX account. These criteria are designed to ensure the quality of the ad inventory available in the exchange. Some of the common eligibility criteria include:

• Having a website with a significant amount of high-quality content that attracts a large audience.
• Maintaining a website that complies with Google’s AdSense program policies.
• Generating a minimum amount of traffic (exact numbers are not publicly available).

Google AdX Account Types

There are two main types of Google AdX accounts:

• Direct Deals: This account type allows publishers to sell ad inventory directly to specific advertisers through negotiated deals.
• Programmatic Guaranteed: This account type allows publishers to sell a guaranteed amount of ad inventory at a fixed price to programmatic buyers.

Google AdX Ads Placement

• After being approved for a Google AdX account, publishers can use Google Ad Manager, a separate platform from Google AdX, to manage their ad inventory and place ad units on their website. Ad units are designated spaces on a webpage where ads can be displayed. Publishers have control over the size, location, and number of ad units on their website.

Google AdX Payment

• Publishers are paid based on the performance of their ad inventory. Google sends publishers a monthly invoice detailing their earnings. The payout method depends on the publisher’s location and account setup.

Understand the Key Elements for Google Adx

Here’s a breakdown of the key differences between Google AdX, Google AdSense, Google Ads, and Google Ads Manager:

Google AdX

• What it is: An ad exchange that connects publishers with advertisers through real-time bidding (RTB).
• Who uses it: Publishers with significant website traffic and high-quality content.
• Benefits: Access to a vast pool of advertisers, potentially higher revenue through RTB.
• Drawbacks: Requires meeting eligibility criteria, more complex setup process.

Google AdSense

• What it is: An ad network that displays relevant ads on websites and pays publishers when users click on those ads.
• Who uses it: Website owners with varying traffic levels.
• Benefits: Easy to set up and use, works well for beginners.
• Drawbacks: Less control over ad placements and advertisers compared to AdX, potentially lower revenue per impression.

Google Ads

• What it is: An advertising platform where businesses create and manage their online ad campaigns.
• Who uses it: Businesses of all sizes looking to advertise their products or services online.
• Benefits: Reach a targeted audience across Google Search, YouTube, and other websites.
• Drawbacks: Requires budget and ongoing campaign management.

Google Ads Manager

• What it is: An ad management platform that allows publishers to manage their ad inventory from various sources, including AdX, AdSense, and direct deals with advertisers.
• Who uses it: Publishers who want more control over their ad strategy and revenue.
• Benefits: Centralized platform for managing ad inventory, detailed reporting and analytics, greater control over ad placements and pricing.
• Drawbacks: More complex than AdSense, may not be necessary for small publishers.

Here’s an analogy to further clarify the differences:

• Imagine Google AdX as a stock exchange for ad impressions. Publishers act as sellers, and advertisers act as buyers.
• Google AdSense is like a pre-packaged selection of groceries delivered to your door (the website). It’s convenient, but you have limited choices.
• Google Ads is like a personal shopper who helps you find the specific ingredients (target audience) you need for your recipe (marketing campaign).
• Google Ads Manager is like your kitchen, where you prepare the ingredients (ads) and control how they are presented (placements) in the final dish (user experience).

Google Adx Eligibility Criteria

Here’s a breakdown of the steps involved in potentially qualifying for a Google AdX account, along with images:

1. Blog or Website

• The first step is to have a well-established blog or website. This platform will be where you display the ads served through Google AdX.

2. AdSense Approval

• Google AdX has stricter requirements than AdSense. Getting your blog or website approved for Google AdSense demonstrates to Google that your site meets basic quality standards like having high-quality content, following Google’s webmaster guidelines, and attracting a decent level of traffic (although the exact traffic threshold isn’t publicly available).

3. Google Ad Manager

• You’ll need a Google Ad Manager (GAM) account to manage your ad inventory. GAM integrates with AdX and allows you to control how ads are displayed on your website, including ad units (designated spaces for ads), targeting options, and reporting.

4. Google AdX Approval

Once you have a website with AdSense approval and a GAM account, you can apply for a Google AdX account. However, Google doesn’t publicly disclose the exact criteria for approval. Here are some general factors that are likely considered:

• Website Traffic: While there’s no official number, most sources suggest a minimum of 5 million monthly pageviews or 10 million monthly ad impressions for at least 6 months.
• Content Quality: Your website should have high-quality, informative content that attracts a genuine audience.
• Policy Compliance: The website must strictly adhere to Google’s AdSense program policies, which prohibit things like malware, misleading content, and adult content.
• Website Performance: Your website should load quickly and offer a good user experience.

Important Note: Meeting these requirements doesn’t guarantee AdX approval. Google may also consider other factors specific to your website and industry.

Google AdX Account Types with MCM

Google AdX traditionally required publishers to have a direct account. However, MCM (Multiple Customer Management) allows publishers to work with certified third-party partners to access AdX. These partners can manage the publisher’s ad inventory on their behalf. There are two main delegation types within MCM that define the level of access the partner has:

1. MCM (Managed Inventory):

• What it is: In this model, the publisher (child publisher) grants the MCM partner (parent publisher) access to a specific portion of their ad inventory.
• Access Level: The MCM partner can view and manage the delegated inventory within their own GAM account.
• Control: The child publisher retains control over settings and overall account management.
• Use Case: This option is suitable if the publisher wants help optimizing a specific portion of their ad inventory while maintaining control over other aspects.

2. MA (Managed Account):

• What it is: This model grants the MCM partner (parent publisher) full access to the publisher’s (child publisher) AdX account.
• Access Level: The MCM partner has complete control over ad inventory management, including creating and managing ad units, setting pricing, and generating reports.
• Control: The child publisher retains ownership of the account but gives up most day-to-day management responsibilities.
• Use Case: This option is ideal for publishers who need significant assistance managing their AdX account, including strategy, optimization, and technical expertise.

Choosing the Right MCM Account Type:

The best MCM account type depends on the publisher’s specific needs and comfort level. Here’s a quick guide:

• Choose MI (Managed Inventory) if you want help optimizing a specific part of your ad inventory while maintaining control over your account.
• Choose MA (Managed Account) if you need a partner to handle the full spectrum of AdX account management tasks.

Important Note: It’s crucial to choose a reputable and certified MCM partner who understands your goals and can effectively manage your ad inventory.

How Google AdX Places Ads with MCM

Here’s a breakdown of how Google AdX places ads within the context of Multiple Customer Management (MCM) account types, along with illustrations:

General Process:

Regardless of the MCM account type (MI or MA), the core process for ad placement in Google AdX remains the same:

Publisher Creates Ad Units:

• The publisher (or their MCM partner) designates specific spaces on their website or app as ad units using Google Ad Manager (GAM). These ad units act as containers for the ads.

Ad Request Sent:

• When a user visits a webpage or app with an ad unit, GAM sends an ad request to Google AdX. This request includes information about the user, the webpage, and the ad unit size.

Real-Time Bidding (RTB):

• AdX then initiates an RTB auction. Advertisers competing in the auction bid on the opportunity to display their ad in the specified ad unit.

Highest Bidder Wins:

• The advertiser with the highest bid wins the auction and their ad is served in the ad unit.

Differences based on MCM Account Type

1. MI (Managed Inventory):

Partner Manages Specific Inventory:

• In an MI (Managed Inventory) account, the MCM partner only has access to and manages the specific portion of ad inventory delegated by the publisher.

Publisher Controls Settings:

• The publisher retains control over overall account settings, including targeting options, and reporting. They can also choose to exclude certain advertisers from the delegated portion of inventory.

Ad Placement:

• The MCM partner manages ad placement within the delegated ad units using GAM. They can set pricing floors (minimum acceptable bids) and other parameters for the RTB auction within the delegated inventory.

2. MA (Managed Account):

Partner Manages Entire Account:

• In an MA (Managed Account), the MCM partner has full access to the publisher’s AdX account.

Partner Controls Settings:

• The MCM partner takes on the responsibility of managing all account settings, including ad unit creation, targeting options, pricing, and reporting.

Ad Placement Strategy:

• The MCM partner develops a comprehensive ad placement strategy for the publisher’s entire ad inventory. They optimize ad unit sizes, placements, and pricing to maximize the publisher’s revenue through RTB auctions.

In essence:

• MI provides a more collaborative approach where the publisher maintains some control.
• MA offers a more hands-off approach where the MCM partner takes the lead on ad inventory management.

Google AdX Payments with MCM

Here’s a breakdown of how Google handles payments in Google AdX for the two main MCM (Multiple Customer Management) account types, along with illustrations:

General Process:

Regardless of the MCM account type (MI or MA), the core payment process in Google AdX follows these steps:

Advertisers Pay Google:

• Advertisers pay Google for their winning bids in the RTB auction.

Google Deducts Fees:

• Google deducts its fees from the advertiser payments. These fees typically range from 10% to 30%.

Remaining Revenue Sent to Publisher:

• Google sends the remaining revenue, after deducting its fees, to the publisher (or their MCM partner) based on the agreed-upon payment terms.

Differences based on MCM Account Type

1. MI (Managed Inventory):

Payment Options:

• The publisher (child publisher) chooses their preferred payment method from the options offered by Google.

Payment Terms:

• The publisher negotiates payment terms with Google directly. These terms typically specify the timeframe for receiving payments (e.g., net 30, net 60).

Partner Remittance (Optional):

• If applicable, the MCM partner (parent publisher) may remit the publisher’s share of the revenue after deducting their management fees. The specific terms of this remittance are negotiated between the publisher and the MCM partner.

2. MA (Managed Account):

Payment Options:

• The MCM partner (parent publisher) usually chooses the payment method for the entire account, though some flexibility might be negotiated in the agreement.

Payment Terms:

• The MCM partner negotiates payment terms with Google on behalf of the publisher.

Partner Remittance:

• The MCM partner receives the payment from Google and then remits the publisher’s share after deducting their management fees. The specific terms of this remittance are negotiated between the publisher and the MCM partner.

Important Considerations:

• Transparency is Key: Ensure clear communication and a written agreement with your MCM partner regarding payment terms and fee structures.
• Tax Implications: Be aware of any tax implications associated with MCM payments, as they might differ depending on your location and the MCM partner’s location.

In summary, while the core payment process in Google AdX remains the same for both MI and MA accounts, the responsibility for choosing payment methods, negotiating terms, and handling partner remittances differs based on the level of control within the MCM structure.

Conclusions

In conclusion, we’ve explored the key concepts related to Google AdX and how it works with Multiple Customer Management (MCM). Here’s a quick recap:

Google AdX is a programmatic ad exchange that connects publishers with advertisers through real-time bidding (RTB). It offers potentially higher revenue compared to AdSense, but requires stricter eligibility criteria.

MCM allows publishers to access AdX through certified third-party partners who manage ad inventory on their behalf. There are two main MCM account types:

• MI (Managed Inventory): The partner manages a specific portion of the publisher’s inventory, with the publisher retaining control over settings.
• MA (Managed Account): The partner has full access to the publisher’s AdX account and handles all aspects of inventory management.

Ad Placement: Regardless of the MCM type, publishers create ad units on their website/app. GAM then sends ad requests to AdX, which triggers RTB auctions. The highest bidder’s ad gets displayed.

• MI: Partners manage ad placement within the delegated inventory.
• MA: Partners develop a comprehensive ad placement strategy for the entire inventory.

Payments: Google deducts its fees from advertiser payments and sends the remaining revenue to the publisher (or MCM partner) based on the payment terms.

• MI: Publishers choose payment methods and negotiate terms with Google. Partners may take a cut from the publisher’s share.
• MA: Partners typically choose payment methods and negotiate terms. They remit the publisher’s share after deducting their fees.

Remember, choosing the right MCM account type and partner depends on your specific needs and comfort level. Ensure clear communication and have a written agreement regarding payment terms and fees.

FAQs

Q. What is Google AdX?
A. Google AdX is a programmatic ad exchange that connects publishers with advertisers through real-time bidding (RTB). It allows publishers to potentially earn more revenue compared to Google AdSense, but requires meeting stricter eligibility criteria.

Q. What are the benefits of using Google AdX?
A. Access to a vast pool of advertisers through RTB. Potentially higher revenue per impression. More control over ad targeting (with Google Ad Manager)

Q. What are the drawbacks of using Google AdX?
A. Stricter eligibility criteria (website traffic, content quality). More complex setup process compared to AdSense. Requires using Google Ad Manager for ad inventory management

Q. How do I qualify for a Google AdX account?
A. There’s no official checklist, but generally, you’ll need:

• A well-established website with high-quality content
• Google AdSense approval on your website
• Significant website traffic (estimates range from 5 million monthly pageviews or 10 million monthly ad impressions)
• Compliance with Google’s AdSense program policies

Q. What happens after I apply for a Google AdX account?
A. Google reviews your application and may request additional information. The approval process can take weeks or even months.

Q. What is MCM?
A. MCM allows publishers to access Google AdX through certified third-party partners who manage their ad inventory on their behalf.

Q. What are the different types of MCM accounts?
A. The core differences are:

• MI (Managed Inventory): The partner manages a specific portion of the publisher’s inventory, with the publisher retaining control over settings.
• MA (Managed Account): The partner has full access to the publisher’s AdX account and handles all aspects of inventory management.

Q. Which MCM account type is right for me?
A. Choose MI if you want help optimizing a specific part of your inventory while maintaining control. Choose MA if you need a partner to handle the full spectrum of AdX account management.

Q. How are ads placed on my website with MCM?
A. The core process remains the same: publishers create ad units, GAM sends ad requests, and RTB auctions determine ad placement.

• MI: Partners manage ad placement within the delegated inventory.
• MA: Partners develop a comprehensive ad placement strategy for the entire inventory.

Q. How does Google handle payments with MCM?
A. Google deducts its fees and sends the remaining revenue to the publisher (or MCM partner) based on the agreed-upon payment terms.

• MI: Publishers choose payment methods and negotiate terms with Google. Partners may take a cut from the publisher’s share.
• MA: Partners typically choose payment methods and negotiate terms. They remit the publisher’s share after deducting their fees.