Publishers can use Google Ad Manager to serve reservation and Programmatic Guaranteed (publisher-managed) ads in email newsletter inventory.
On this page
- Activation
- Implementation
- Newsletter tags
- Ad badging
- Reporting
- Merge tag documentation for ESPs
- Frequently asked questions
Activation
First, you need to activate the newsletter feature.
- Sign in to Google Ad Manager.
- Click Admin, then Advanced features.
- Under "Advanced features," review available features. Learn more about advanced features.
- To activate a feature, under "Status," turn on the switch
.
Implementation
- Create or select an existing ad unit.
-
Create or select an existing line item.
- Expected creatives: select the sizes of the ad creatives you expect to appear in newsletters. Make sure the sizes selected here are the same as the sizes in the
szfield in the newsletter tag. -
Targeting: include the ad unit created or selected in step 1.
Note: Due to Apple's Mail Privacy Protection and caching policies by mail clients such as Yahoo, targeting by geography and device may be inaccurate. - Creatives: only image creatives are supported.
Note: Google recommends keeping a house line item as a back up to avoid having an empty space in newsletters if no ads fill. - Expected creatives: select the sizes of the ad creatives you expect to appear in newsletters. Make sure the sizes selected here are the same as the sizes in the
-
Generate a newsletter tag for the ad unit.
- Paste the newsletter tag where the ad appears in the newsletter.
Newsletter tags
The following tags correlate to the fields on the newsletter tag generation page.
| Field name | Tag parameter | Required | Description |
| Sizes | sz |
Yes |
|
| View in browser url | url |
Yes |
|
| Ad position | clkp |
Yes |
|
| Unique string per email | clkk |
Yes |
Warning: You must not pass any information to Google that Google could use or recognize as personally identifiable information (PII). IP addresses cannot be used as |
| Ad slot key-values | t |
No |
Target key-values. Warning: You must not pass any information to Google that Google could use or recognize as personally identifiable information (PII). IP addresses cannot be used as key-value input. |
Here's an example of what a complete newsletter ad tag looks like for a set of mock values:
Mock parameter values example
| Ad unit path (iu) | /1/example_ad_unit |
| Creative sizes (sz) | 216x36|300x50|320x50 |
| Unique string per email (clkk) | *|UNIQID|*_*|CAMPAIGN_UID|*_*|DATE:d/m/y| |
| Ad position (clkp) | 1 |
| Targeting (t) | genre=comedy&movie=Lilo & Stitch |
| URL (url) | *|ARCHIVE|* |
Resulting ad tag example
HTML
<a href="https://securepubads.g.doubleclick.net/gampad/jump?ptt=21&iu=/1/example_ad_unit&sz=216x36%7c300x50%7c320x50&clkk=*|UNIQID|*_*|CAMPAIGN_UID|*_*|DATE:d/m/y|&clkp=1&url=*|ARCHIVE|*&t=genre%3Dcomedy%26movie%3DLilo%2520%2526%2520Stitch" target="_blank">
<img
src="https://securepubads.g.doubleclick.net/gampad/ad?ptt=21&iu=/1/example_ad_unit&sz=216x36%7c300x50%7c320x50&clkk=*|UNIQID|*_*|CAMPAIGN_UID|*_*|DATE:d/m/y|&clkp=1&url=*|ARCHIVE|*&t=genre%3Dcomedy%26movie%3DLilo%2520%2526%2520Stitch">
</a>
<a
href="https://securepubads.g.doubleclick.net/gampad/jump?iu=/1/example_ad_unit&sz=216x36%7c300x50%7c320x50&clkk=*|UNIQID|*_*|CAMPAIGN_UID|*_*|DATE:d/m/y|&clkp=1&url=*|ARCHIVE|*&t=genre%3Dcomedy%26movie%3DLilo%2520%2526%2520Stitch&click_type=wta">Why this ad?</a>Ad badging
Publishers are required to include a link to Google's "About this ad" page below their newsletter ad creative by adding the following code snippet.
Example
<a href="https://securepubads.g.doubleclick.net/gampad/jump?iu=EXAMPLE_AD_UNIT&clkk=EXAMPLE_CLKK&click_type=wta">Why this ad?</a>
The code snippet is automatically included in the newsletter tag generated from the Ad Manager UI so that publishers aren't required to carry out this step.
Reporting
A newsletter ad impression is recorded when Ad Manager responds to an ad request.
You can also filter by "Email/Newsletter" using the "Inventory type" dimension to analyze data for newsletter ads only.
Merge tag documentation for ESPs (not a complete list)
Visit your ESP's website for merge tag documentation if they are not included in the list above.
Frequently asked questions
Can I reuse clkk values across multiple newsletter tags?
clkk value may cause users to land on the wrong page or a blank page, and inaccurate reporting.How do I know if clkk is set up correctly?
When clkk is set up correctly, it generates a string that's unique per user, and per email send. To verify this, you can send out test emails. You should be able to click on the ad, land on the correct destination url and clicks are then reported.
If the clkk has only one merge tag variable, then it's most likely wrong because you likely need more than one merge tag variable to form clkk.
Can I use the same line item for both newsletter and display ad units?
How do I show different creative sizes depending on the device type/screen size?
The publisher can upload a single creative and use CSS @media queries to dynamically resize the creative based on browser viewport size. In the example below, if the screen size is at most 480px (for example, on a mobile device), then the creative is scaled to 100% of the parent container width; if the screen size is at least 480px (for example, on a desktop), then the creative width is 50% of the parent container width (the aspect ratio of the creative does not change as long as the size of the img element is not defined.)
Example
<html>
<head>
<meta http-equiv="content-type" content="text/html; charset=UTF-8">
<meta name="viewport" content="width=device-width,initial-scale=1"<style type="textcss">
@media only screen and (max-width: 480px){
#ad {
width: 100%;
}
}
@media only screen and (min-width: 480px){
#ad {
width: 50%;
}
}
</style>
</head>
<body>
<a href="https://securepubads.g.doubleclick.net/gampad/jump?ptt=21&iu=/1/example_iu&sz=1000x300&clkk=EXAMPLE_CLICK_KEY">
<img id="ad" src="https://securepubads.g.doubleclick.net/gampad/ad?ptt=21&iu=/1/example_iu&sz=1000x300&clkk=EXAMPLE_CLICK_KEY">
</a>
</body>
</html>
