Ad Manager keeps evolving, and a handful of habits consistently separate accounts that grow steadily from ones that plateau. Here are five worth prioritizing.
1. Audit your waterfall regularly, not just once
Demand partners change their bidding behavior over time. A waterfall order that made sense six months ago may now be starving stronger demand of a fair shot at certain impressions.
2. Lean into unified first-price auction dynamics
Where possible, simplify layered pricing rules in favor of clean, transparent floor pricing — it tends to produce more predictable results than an overly complex legacy waterfall.
3. Treat viewability as a revenue metric, not just a compliance one
Low-viewability inventory sells for less, full stop. Fixing layout and ad placement issues that hurt viewability is often a faster revenue win than chasing new demand partners.
4. Keep first-party data flowing into key-values
As third-party signals keep thinning out, publishers with clean first-party targeting data structured into Ad Manager key-values are the ones best positioned to keep CPMs competitive.
5. Review policy center proactively
Don't wait for a demonetization notice. A five-minute policy center check on a regular schedule catches most issues while they're still small and easy to fix.
AdPulse builds these checks into ongoing account management, so nothing here depends on remembering to do it yourself.
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