For a long time, it was unclear how much of each advertising dollar Google kept for its use and for what specific purposes.
In addition to the standard ad-serving fee in Campaign Manager 360, Google Ads currently levies an additional impression-based fee for advanced ad serving.
What exactly have the advertising costs changed, then?
Starting from October 1, 2022 , a new Advanced Ad Serving Tech Fee will be charged for advanced creative formats such as dynamic display, video, and audio creatives that are submitted to or developed directly in Display & Video 360 in order to improve consistency between that platform and Campaign Manager 360.
Your other Display & Video 360 rates will be increased by $0.12 CPM USD to cover the cost of these advanced formats.
The fee will only be applied in Campaign Manager 360 if you upload your creatives to Campaign Manager 360 and then sync them to Display & Video 360.
The charge will, however, be added to your Display & Video 360 billing if you serve directly from that platform.
If you ran your programmatic advertising directly from Google’s Demand Side Platform (DSP), Display & Video 360 (DV360), without using Google’s Campaign Manager to select placements and attach tracking, you were previously able to avoid paying some fees.
According to the article on AdExchanger,
Every dollar advertising spends is taken by Google’s DSP, DV360, on average for 13 cents. The publisher is then charged an average of 18 cents by Google Ad Manager.
Every dollar an advertiser spends is taken in by Google Ads, where search campaigns are expanded into the display. The average varies because the ad network pays publishers on a CPM basis while charging advertisers on a cost-per-outcome basis.
Based on information from 2020, all fees that are added starting on October 1, 2022, will be added on top of these above stated fees.
If you already use Google’s ad serving tools, we advise you to look for an alternative because third-party tags won’t be subject to this price.
Working with the digital marketing agency HypeX is something we would recommend.
It would also be a wise decision to do so in order to save money and receive more value for your money.
If you’re looking for our latest update, check out our case study from March 2024. It details our experience during the first three months of the year.
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