Advanced Display Planner features

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The Display Planner helps you find, test, and tinker with your targeting before adding it to you Display Network campaigns. But there’s more to this tool than creating ad groups and adjusting your settings. You can get details on each idea or ad group suggestions, use performance forecasts, set advanced filters, and adjust bid and budget graphs.

This article contains a set of best practices to help you make the most of Display Planner’s more powerful features. With these techniques, you can unlock the next level of your campaign’s capabilities.

Before you begin

If you haven’t used Display Planner before, read About Display Planner first.

Narrow your plan as you go

  1. If you have a very specific goal and want to narrow your ideas, enter more details into your plan. To explore available network inventory and get a diverse set of ideas, enter fewer details.
  2. When adding ideas, organize your plan just as you would organize a campaign in AdWords by creating ad groups based on tight themes.
  3. Filter the ideas you see by changing details at the top of Display Planner or adding more targeting and filters in the left panel. Note that doing so will update the ideas and forecasts you see.

Refine your ideas and forecasts with optional filters

  1. Ad scheduling. Filter ideas by dates and time when you’ll be scheduling your ads to run.
  2. Campaign exclusions. Filter ideas to remove unwanted or irrelevant targeting like certain keywords or placements.
  3. Ad sizes and formats. Filter ideas by the types of ad creatives you want to use with this campaign.

Dig into targeting and ad group details

For a more detailed breakdown of each targeting idea, you can click the name of the idea in the table. For individual and ad group targeting ideas, you can see the “Demographics & Devices” breakdowns, “Weekly network inventory” and cards with more information on each idea and related ideas. Here are some of the cards you could see:

  • Potential placements: websites where you ads might appear based on topic or interests targeting.
  • Related audiences: affinity or in-marketing audiences that have a high overlap with placements you've selected.
  • Related websites: websites with similar content or related subject matter to the placements you’ve selected.
  • Related mobile apps: mobile apps with a similar function or related subject matter to the placements you’ve picked.
  • Mobile app preview: a preview of a specific mobile app placement.
  • Relevance: a ranking of how closely a specific targeting methods aligns with your campaign goals, target audience, or existing targeting.
  • Accepted ad formats: the types of ads and ad sizes served on a specific placement.

Keep your goals in mind

  1. Look at the big picture. Look at your “Available network inventory” to see reach and historical impressions for all ideas that Display Planner has generated.

  2. Get specific. Find specific targeting ideas and ad groups ideas in the Individual targeting ideas and Ad group ideas tabs to see what you want and what’s feasible for your goals and budget.
  3. Come up with a plan. Keep an eye on how your plan is shaping up as you sort through all the ideas and begin to add some under “Your plan.” The “Available network inventory” located under “Your plan” adjusts to show estimates of just the ideas you’ve included in your plan.

Use forecasts to see your idea’s potential

You can use Display Planner to try various ad groups and forecast your plan’s potential. Once you choose ad group ideas for your plan, click Set bid and budget. On the next page, you will see an interactive bid curve to help you find your optimal bid for your current budget. 

  • To enter a budget, type it under “Daily budget.” The default budget is unlimited, indicating the maximum opportunity available.
  • To enter a bid value, you can click a point on the bid curve that interests you and your forecasts will update. You can also manually enter a bid under “Max vCPM bid”.
  • Forecasts are a guide and other factors will affect performance, such as competing advertisers and your ad’s quality score.
  • To improve accuracy, make sure you select only the ad formats that you intend to use for your campaign. You can do this using the “Filters” panel on the side.


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