Create, review, and edit a media plan in Reach Planner

You can use Reach Planner to create, review, and edit a media plan. You can build your own media plan or allow Reach Planner to choose ad formats in the media plan for you.

Note: Reach out to your Google account representative if you’d like to use Reach Planner for all accounts under your Google Ads manager account (MCC).


Create a new media plan

  1. Sign in to your Google Ads account.
  2. Click the tools icon in the upper right hand corner of Google Ads.
  3. Select Reach Planner.
  4. Choose your media plan settings:
    • Location: Choose where to show your ads to people located in (or who show interest in) a geographic location. Click the Country/Region and Currency drop-down menus to specify the country/region and currency type you want to use in your media plan. By default, the media plan is set to the country and currency listed in your Google Ads account.
      • (Optional) Click the Sub-location drop-down menu to target a specific city, state, province, or metro region. This option is only available for some countries and regions.
    • Demographics: Choose All people to target everyone in the selected location or choose Specific age or gender to target a specific age range or gender in the selected location.

      Note: Reach Planner doesn’t support targeting minors or the 13-17 age bracket. All age targeting must be 18 years or older.
    • Google audiences: Choose the audiences you want to show your ads to. You can target the following audience types: affinity, custom affinity, custom intent, in-market, and life events.
    • Dates: Select the date range for your media plan. You can choose a date range of 1 to 90 days.
  5. Click the arrow to expand the “Ad preferences” section and choose how you want Reach Planner to model your media plan:
    • Select your own product mix: Choose this option if you want to select the ad formats for the media plan. Click the dropdown menu to select an ad format and then enter the budget. If you want to add additional ad formats to the media plan, click Add another.
    • Get help finding the right product mix: Choose this option if you want Reach Planner to recommend ad formats for the media plan. Enter the amount you plan to spend, select the type of creatives you have (6s, 15/20s non-skippable, 15/20s skippable, or >30s), and the type of content placement you want (All placements or YouTube Select Lineups only).
  6. Click View forecast.

Review a media plan

  1. In Reach Planner, click a tab over the media plan to review media plan details.
    • Reach: Click the reach curve in the media plan to see the expected reach and the budget needed to attain that reach.
    • Demographics: Hover over the bar graphs to see a breakdown by gender for each age group in your media plan.
    • Devices: Hover over the pie graph to see the expected number of impressions you’ll receive across different devices (desktop, tablet, mobile, and connected TV)in your media plan.
  2. Click the drop-down menus above the media plan to update the following settings:
    • On-target reach: Adjust the reporting and reach curve to reflect the reach of people who have seen one of your advertisements a minimum number of times (from 1+ to 10+).
    • CPM: Choose between Total CPM (cost-per-thousand impressions across your plan’s total reach) or On-target CPM (cost-per‑thousand impressions for impressions within your plan's demographics).
    • Population: Choose Census population, Digital population, TV population, or YouTube population.

Edit an ad format in a media plan

  1. In Reach Planner, look in the table below the reach curve, then click the pencil icon Click the pencil icon to edit. next to an ad format in your media plan.
  2. Click General settings to update the budget, network, frequency cap, and target CPM of the ad format.
  3. Click Location, demographics, and dates to make changes to the location, demographics, and dates for the ad format. You should only do this if you want to override the current media plan settings for the ad format.
  4. Click Google audiences to change the current audience targeting in the media plan. You should only do this if you want to override the current media plan settings for the ad format.
  5. Click Parental Status to include or exclude parents, non-parents, or people whose current parental status is unknown in the media plan.
  6. Click Devices to include or exclude desktop, tablet, mobile, or connected TV devices from your media plan.
  7. Click Content exclusion settings to review any account-level content exclusions in your forecast
  8. When you finish making changes, click Apply.
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