Case Study:

GAM Integration: Optimizing the Online Ad Sales Process

Background and challenges:

At a company selling online advertising, rapid growth and changing sales formats surfaced six challenges that were hurting sales effectiveness and blocking the company from using its full advertising potential. The main problems were:

1. No confirmation from the AdOps team: The sales department lacked clear information on what could actually be sold, including available ad inventory and its parameters. Every offer needed AdOps verification, which slowed response time and frustrated customers.

2. Incomplete product information: Salespeople often lacked full information on available ad products and impression volumes, which limited what they could sell.

3. Complicated pricing process: Pricing ad products was complex and depended on many parameters, making fast, effective customer service difficult.

4. Industry conflict checks: A time-consuming procedure to check for potential industry conflicts was required, which could delay the sales process.

5. Booking and serving inventory: Reserving and serving ad inventory based on offers and orders involved many steps, leaving it prone to errors and inefficiency.

6. Tracking delivery and reporting: Difficulty monitoring campaign delivery and a lack of effective client reporting made it awkward and inefficient to extend campaigns when results fell short.

Project goal:

Enable effective online ad sales by integrating with GAM and optimizing communication and reporting processes.

Solution:

1. Full integration with GAM (Google Ad Manager):
   • Integrated with GAM to access data on ad inventory, ad formats, and targeting options, making the sales process easier.
   • Automatically imports available ad inventory data, letting salespeople verify an offer quickly.
2. Creating campaigns and line items in GAM:
   • Let salespeople create campaigns and line items directly in GAM, speeding up offer preparation and removing many manual entry steps.
3. Importing campaign delivery data:
   • Automatically imports campaign delivery data, enabling ongoing monitoring of performance and better communication with clients.
4. Supporting communication between sales and AdOps:
   • Improved communication between the two teams, enabling faster problem resolution and verification of what’s sellable.
   • Shares key information about campaigns, results achieved, and potential industry conflicts.
5. Reporting available inventory:
   • Built a reporting system that regularly informs the sales team about available ad inventory and its parameters, improving campaign planning.

Results and benefits:

• Higher sales effectiveness: Thanks to the GAM integration, selling online ads became faster and more transparent, boosting the sales department’s output.
• Better service quality: Salespeople gained access to complete product and inventory information, letting them take a more professional, effective approach with clients.
• Fewer errors: Automating campaign creation and inventory booking reduced the risk of manual errors.

• Higher customer satisfaction: Regular reporting and better client communication brought more transparency to campaign delivery. Clients stayed better informed about progress and results, which increased their trust in the company.
• More effective conflict management: The industry-conflict verification system enabled faster, more effective handling of these issues, eliminating potential problems and delays in the sales process.
• Optimized pricing: Automating ad product pricing based on defined parameters simplified salespeople’s work and cut the time needed to prepare offers.
• Better fit to customer needs: With data on available formats, targeting, and inventory in one place, the sales team can match offers more closely to real customer needs, which helps increase conversion.

Summary:

The GAM integration gave salespeople direct access to available ad inventory data, so they can build campaigns without waiting for AdOps to confirm every offer.