When it comes to monetization solutions, Google offers three leading platforms that publishers can utilize: AdSense, AdMob, and Ad Manager. Each has distinctive features; for instance, Google Ad Manager has its premier version, GAM360, and AdSense offers access to Google Display Network. Mobile app developers typically prefer AdMob of all the abovementioned, but is it the optimal choice?
AdMob vs AdSense
From a technical standpoint, mobile app owners have the option to monetize their apps using both Google AdMob and AdSense. However, Google promotes AdMob more extensively for this purpose. Notably, both platforms are free of charge and provide access to reporting and a calculator where publishers can estimate their income – but let’s explore the specifics further.
AdMob
Here are the most essential AdMob specifics:
- AdMob is an ad platform and ad network specifically designed for mobile app developers. Importantly, it also works as a mediation platform;
- There are several requirements to sign up for AdMob – a publisher has to:
– be over 18 years old,
– have a Google account or create a new one,
– in some cases, have an active phone number (it can be potentially necessary during the verification process),
– make sure the mobile app you wish to monetize is in line with Google policies. Importantly, all users using AdMob must also adhere to these policies; - To start monetizing with AdMob, you do have to integrate the Google Mobile Ads software development kit (Google Mobile Ads SDK). After implementation, you can use the platform’s dashboard to create and place ad units;
- There are no minimum traffic requirements to join the platform;
- With AdMob, you can monetize both apps designed for Android and iOS;
- Available ad formats include Banner, Interstitial, Rewarded, Native, Video, and App Open ads (which, as the name implies, assist in monetizing app load screens). The AdMob team is also working on developing new ad types, which are currently in the beta phase. An example of such an advertisement is the Rewarded interstitial, which combines features of Rewarded and Interstitial ads. It appears during the app transition, but users don’t have to agree to view it;
- The platform offers access to Google Analytics for Firebase. It allows for user segmentation, which can be used to compare monetization results.
AdSense
- AdSense is an ad network and monetization platform that mainly caters to website owners, but it is also possible for app developers to use it;
- An integral part of AdSense, which every publisher monetizing with this solution participates in, is Google Display Network (GDN). This network encompasses over 2 million websites and apps, where advertisers display their ads using various targeting methods;
- Publishers monetizing with AdSense can choose to utilize many ad formats, including Native, Banner, Sticky, Vignette (a term for Interstitial ads used in the AdSense environment);
- Google AdSense requirements for sign-up are as follows:
– there is an obligation to be at least 18 years old,
– you must have unique and compelling content that does not violate AdSense program policies.
Google Ad Manager
- GAM is a programmatic-based ad management platform that serves both website and app publishers. It’s especially suitable for entities wanting to monetize several products and benefit from Preferred Deals – it’s a way of selling your ad inventory to specific advertisers at a fixed price. Notably, the buyer has priority in bidding at that established price but does not have to acquire ad space. Similarly, the publisher isn’t “forced” to sell it. Additionally, with Google Ad Manager, you can profit from app mediation;
- Before signing up for GAM, publishers need to have an AdSense account. In case you have already implemented Google Mobile Ads (GMA) SDK to mobile apps while starting with AdMob, there is no need to alter anything;
- Before adding your mobile app or apps to GAM, read the Google Ad Manager support guide that can help you with that;
- GAM is compatible with Android and iOS apps but is also suitable for game engines like Unity and Cocos2d-x;
- The eligibility for free usage of GAM is determined by monthly impression thresholds and, in some cases, location. For Video ads, the free usage cap is 800 thousand impressions per month, regardless of the publisher’s location. In countries such as Australia, Canada, New Zealand, and the USA, non-video ad units are free of charge for those generating under 90 million impressions per month. In other locations, like Argentina, Germany, Greece, Poland, Ukraine, and Vietnam, this threshold is up to 200 million impressions.
GAM360
Google Ad Manager is a premium, paid version of GAM dedicated to more prominent publishers. Users of this platform are not bound by limits, as none exist. Google Ad Manager 360 pricing is not imposed uniformly; instead, it varies based on factors such as monthly impressions and additional features specific to each user. Among others, using this platform provides application owners with the benefit of audience segmentation. It’s a solution that helps advertisers collect information about users who have seen a specific ad creation (after implementing the pixel tag into the ad slot code) or collect information about users in an app with no ad tags.
What is Google AdX
Google Ad Exchange (Google AdX shortly) is an ad exchange network where publishers, both website and app owners, can profit from the broadest range of ads provided by Google. There are three main ways to get access to AdX:
- you can apply to be recognized as an approved publisher and have direct access to AdX, but it is a solution for large publishers,
- via Google AdMob or GAM, but the settings available to you are limited,
- or with the help of a Google Ad Exchange reseller. For instance, you can trust optAd360, holder of the Google Certified Publishing Partner Premier badge, which can grant you access to premium ad inventory through Multiple Customer Management, a Google Ad Manager feature.
Universal App Campaigns
To scale your app, it is essential to prioritize building a consistent revenue stream while also broadening your user base. One method to accomplish the latter is utilizing Google app campaigns, previously known as Universal app campaigns (UAC), to advertise your product. This particular solution sets itself apart from other Google Ads options by eliminating the need for the advertiser to create their ads. Instead, you only need to supply materials such as text and photos from the application. The system will then autonomously test different solutions and display the most effective ones more frequently.
Alternate route to success
AdMob and Google Ad Manager are better suited for app publishers than AdSense because they offer features and capabilities specifically designed for mobile app monetization, such as advanced mediation and in-app ad formats. Both AdMob and GAM are ad mediation platforms that provide app publishers with the tools and capabilities needed to maximize their ad revenue. However, you can also exploit the ad demand from the two mentioned networks through third party ad mediation platforms such as MAX by AppLovin and Unity LevelPlay. These two alternative products to AdMob integrate multiple ad networks and demand sources, including Google’s. If you are already utilizing MAX or LevelPlay, you can go even further and earn more! With Bidlogic standout mobile ad mediation management automation, you can reduce your manual workload and trust a pioneering optimization tool that fully automates the entire process of managing advertising waterfalls and bidding auctions.
