This article provides a general overview of how native ads are set up in Google Ad Manager. If you're ready to begin creating native ads, you can see the Get started guide to learn how to traffic native ads.
On this page:
- One creative, many layouts
- Native ad settings and styles
- Native ad formats and creatives
- Native ad trafficking and serving
One creative, many layouts
Google Ad Manager can take the native ad elements that the advertiser provides and insert them into many different layouts, depending on the type of device where the ad will appear, how the content on the page appears, the amount of space available, and more.
For example:
- An advertiser provides the values for the variables (such as "Modern minimalist home goods" for the headline, additional text for the body, and a value for the clickthrough URL). These values are stored in a single native creative in Google Ad Manager.
- Google Ad Manager then applies different layouts for different inventory segments – one for mobile app and another for an ad unit on desktop web.
Both styles use the same variables, but they display the variables to users in different ways.
Native ad settings and styles
Native styles define how native ads look on different inventory segments, for both web and apps. You can create different styles for a given ad format.
The options for defining native styles are:
- Native styles (using the Guided design editor or HTML & CSS) allows you to manage your styles' HTML, JavaScript, and CSS within Google Ad Manager to shape how your native ads look in different situations.
Native advanced (using Android and iOS app code)is available for mobile app developers who want access to the raw components of their native ads in their own code. You use the Google Mobile Ads SDK to request native ads from your app.
Native ad formats and creatives
Native ad formats define the variables that make up a native ad (such as headline, image, and body text). You can choose from standard, system-defined ad formats , where the variables can't be changed. Or, you can create your own custom native ad format , where you define the variables you want to display. For example, you could define a custom native ad format for a promoted hotel listing, with variables like Neighborhood, Price, Rating, and so forth.
Native creatives have values for each variable of a native ad format. The trafficker provides values for each variable (such as "Modern minimalist home goods" for the headline). These variables make up the content of the native creative.
Native ad trafficking and serving
The native ad is trafficked and served with the appropriate style for each impression.
