Guide to Display Planner

For AdPlanner users

You’ve heard the news! AdPlanner is making way for Display Planner, a new AdWords tool that helps you build your direct response or brand campaigns for the Display Network.

Better yet, much of what you’re used to doing in AdPlanner can still be done in Display Planner. Below we’ve provided instructions for some common AdPlanner tasks you may find yourself wanting to do in Display Planner.

Access the tool

Unlike AdPlanner, where you only needed a Google account to access the tool, Display Planner requires that you have an AdWords account. To create an AdWords account, go to https://adwords.google.com.

After you’ve created and signed in to your new AdWords account – skip the billing section if you don’t plan to use anything in AdWords besides Display Planner – access Display Planner at any time from the Tools tab.

Find placements based on keywords and topics
  1. Sign in to AdWords at http://adwords.google.com.
  2. Click the Tools tab and select "Display Planner."
  3. Under "Your customers are interested in," type keywords or topics. Press the "Enter" or "Return" key on your keyboard after each keyword or topic that you type.
  4. Click Get placement ideas.
Search for individual placements, topics, interests, or YouTube channels
  1. Sign in to AdWords at http://adwords.google.com.
  2. Click the Tools tab and select "Display Planner."
  3. Fill in what your customers are interested in or landing pages they typically visit.
  4. Click Get ad group ideas. You can look through pre-selected ad groups, or create your own by going to the Individual targeting ideas tab.
Research a specific placement

You can get details about specific placements, such as accepted Google Display Network ad formats and sizes, visitor demographics, and how the placement is classified by topic. Just click on a specific placement that you want to research.

For instructions on how to find placements, see "Find placements based on keywords and topics."

Narrow the reach of your placements by age and gender

After you’ve added placement ideas to your Display Network plan, you can narrow their reach by age and gender.

For instructions on how to find placements, see “Find placements based on keywords and topics.”

  1. Click one of the ad groups you have listed under "Your plan." The ad group will turn yellow when selected.
  2. Click the Individual targeting ideas tab.
  3. Click the Demographics sub-tab.
  4. Locate the gender and age groups you want to use to narrow the reach of your targeting ideas and click the nearby chevron >>.
Sort your results by composition index

While Display Planner doesn’t have "composition index," it does have "relevance." Relevance, similar to "composition index," indicates how closely a targeting idea matches your search criteria (the keywords, topics, or landing page you entered on the Display Planner start page).

View CPMs for placements

From the Individual targeting ideas tab, you’ll see a placement idea’s estimated cookies per week, impressions per week, and historical costs. You’ll see historical CPMs for plans where you selected "Brand awareness" as your campaign type and historical CPCs for plans where you selected "Direct response."

Create and save a media plan

Create a media plan

The plan that you create with Display Planner is essentially your media plan. Each time you start planning with Display Planner, you’ll be creating a new “media plan” that can form the basis of an AdWords campaign.

If you have a media plan saved in AdPlanner that you never implemented as a campaign but want to re-use or try in Display Planner, here’s what you can do:

  1. Export your media plan from AdPlanner.
  2. Format the exported CSV file as an AdWords editor export, using the same types and order of columns.
  3. Go to the start page of Display Planner and select “Upload previous plan.”
  4. Upload your media plan.

Save a media plan

While you can’t save your media plan directly within Display Planner, you can do one of two things:

  • Download your plan as a CSV file that you can upload later to Display Planner or AdWords Editor.
  • Save your plan directly to your AdWords account as a Display Network campaign.
Export your plan to AdWords

When you’ve completed your plan and are ready to use it as an AdWords campaign, you can do so right from Display Planner.

  1. After you’ve completed your plan by adding ad group ideas and individual targeting ideas, click Review plan.
  2. From the review page, click Save to account in the upper corner.
  3. On the screen that opens, decide between the following options:
    • Save your plan as a new campaign
      • You’ll have the option to name your campaign, as well as set a daily budget and maximum bid. You can then go right to your new campaign. It’ll be paused by default and you'll still need to set up your ad creative.
    • Add your plan to an existing campaign or ad group
      • You’ll be able to select from campaigns and ad groups you’ve already created in your AdWords account.
View statistics for your plan

As you add ideas to build your Display Network plan, we’ll show you how much network inventory is available for those ideas. Look for this under “Your plan” in the side panel. You can see your available network inventory for individual ad groups or your entire plan.

  • Individual ad groups: click the ad group under "Your plan."
  • Entire plan: click Review plan.
Filter by ad formats and sizes

Display Planner lets you filter the ad group and targeting ideas that you see by ad formats like “Image” and sizes like “300 x 250 px.” Estimates, such as impressions per week, are also updated to reflect the filters you’ve applied.

  1. When viewing your ad group or targeting ideas, you’ll see a “Filters” menu in the left side-panel. Move your cursor over the "Filters" menu.
  2. Click the pencil icon pencil. You’ll notice that all ad formats and sizes are pre-selected for you. Deselect ad formats and sizes you don’t want to see ideas for. In other words, you’ll only see ideas for items you’ve left selected.
  3. Click Save.