About reach estimates for the Display Network

Reach estimates show how widely your ads may be seen based on the settings and targeting you’ve selected. Viewing these weekly estimates can help you understand the potential impact of your targeting and settings choices. This article explains how ad reach works and where you can find it.

How it works

The estimates you see don't represent the actual traffic your ads will get. Instead, they are estimates based on your settings and targeting options. You might choose, for example, a specific location or target demographic for your ad group. This choice will affect your potential reach. Reach estimates can also show you when there isn't enough inventory for your selection, or if your targeting is too restrictive (for example, if you've added too many targeting methods to your ad group). You can use reach estimates to adjust your settings and targeting. For instance, you can remove content targeting if your reach is too narrow. Your actual number of impressions also depends on other factors like your bid and ad quality.

Where it appears

The new Google Ads experience is now the exclusive way for most users to manage their accounts. Note, automatic targeting is only available in the new Google Ads experience.

Reach metrics automatically appear on the right side of the screen when you begin a new campaign. You can see your reach estimates change as you alter your settings and targeting. Note that reach estimates don’t factor in all advertiser information.

Information Google Ads uses to calculate potential reach Information Google Ads doesn't use to calculate potential reach

Location
Language
Devices
Ad scheduling
Frequency capping
Keywords
Site category options
Placements
Mobile app categories
Topics
Audiences (remarketing, interest categories, custom combinations, age, and gender)
Ad formats and sizes

Budget
Bid
Quality Score
Ad extensions
Advanced location targeting by radius
Automated targeting

 

Estimates are based on historical information and don't reflect seasonal trends or recent shifts in the number of sites and pages available on the Display Network.

Troubleshooting Display campaigns

If your Display campaign is inactive or underperforming, there may be something wrong with how it’s set up.

Users of the new Google Ads experience, you will automatically receive account status alerts depending on the issue. Learn more on how to Fix issues with Display campaigns.

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