Setting Up Local Action Unit in Google Ad Manager (GAM)

Introduction

Before diving into the setup, let’s highlight a few important points about running the Local Action Unit. It may seem a bit particular, but don’t worry, it’s all for ensuring optimal performance!

• Ad Size: Set it up as a 1x1 size. If you do not have a 1x1 size added to your tag on the page, you’ll need to add one to any existing sizes. If you are creating the tag new from scratch, just be sure to include the 1x1 size. 
• Placement: It must target a specific placement and not rotate between various ad units or placements on a page.
• In-Content: This unit should run in-content, specifically between paragraphs in an article. So, no home pages, section pages, or other non-article pages.
• Exclusions: It cannot run in a right rail or refresh on a page with other ads.

With these guidelines in mind, let's get started!

Step 1: Add the EmpowerLocal Header Code to Your Website

1. Log in to the EmpowerLocal Dashboard.
2. Navigate to "Ad Configuration" on the left navigation.
3. Click the "Javascript" tab at the very top.
4. Copy the provided code under Step 1 and insert it into your site's header file. Make sure to paste the code just before the closing </body> tag at the end of your file. If your website's CMS or theme offers a dedicated section for adding scripts to the header, you can paste the code there as an alternative.

Step 2: Add Ads.txt Entries to Your File

1. Under Step 2: Copy the Ads.txt lines and add these to your existing Ads.txt file. If you do not have an Ads.txt file, create one and add these lines to the file.

Step 3: Retrieve the Local Action Unit Code from EmpowerLocal Dashboard

1. Under Step 3: Click the dropdown and choose the ad unit you're looking to implement. For GAM implementations this will typically be the Local Action Unit.
2. Click the red "Get Widget Code" button and copy the JavaScript code from the window that pops up. This is the code you will need for your Third-Party Creative in GAM.

Step 4: Log in to Google Ad Manager

1. Open your web browser and go to Google Ad Manager.
2. Log in with your credentials.

Step 5: Set Up or Determine an Existing Order and Line Item

• Ensure you have an order and line item set up in Google Ad Manager. If not, create one according to your usual process.
• There are no required line item types for the ad unit. We recommend that you assign the unit so that it fits into your strategy as it relates to your direct-sold and/or other programmatic ads. 
• If you're planning to run the line item as Price Priority, we recommend setting a CPM rate of $2.00.
• Be sure to assign the 1x1 size to the expected creatives.

Step 6: Set Up the Creative

1. Within your line item, click on "Add Creative".
2. Choose "Third-party creative" from the creative options.
3. Fill in the required details:
   • Creative Name
   • Third-party Tag: Paste the JavaScript code for the Local Action Unit.
4. Ensure to uncheck the "Serve into a SafeFrame" option.

Step 7: Review and Save

1. Review all the settings to ensure they are configured correctly.
2. Click "Save" to finalize the setup.

Step 8: Notify EmpowerLocal

1. Notify EmpowerLocal so that they can check everything from their side.
2. EmpowerLocal will monitor the performance over the coming days and inform you if any adjustments are needed.
3. Reminder: Impressions are different from the "ad opportunities" tracked in the EmpowerLocal dashboard reporting. Impressions are all available impressions, while the ad opportunities reported in the dashboard are the number of those impressions where ads served.

By following these steps, you can successfully set up the Local Action Unit in Google Ad Manager, ensuring optimal performance and adherence to your advertising strategy.