Create a YouTube media plan in Reach Planner

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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.

Instructions

Create a new media plan

  1. Sign in to your Google Ads account.
  2. Click the tools icon Google Ads | tools [Icon] in the upper right corner of Google Ads.
  3. Select Reach Planner.
  4. Click the plus icon to create a new media plan.
  5. 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 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.
    • 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.
  6. 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 or the target rating point (TRP) you want to achieve, and then select the creatives included in your campaign (6s, 15/20s non-skippable, 15/20s skippable, or >30s). You can also limit your placements to YouTube Select only.
  7. Click View forecast. Reach Planner creates a media plan containing YouTube ad formats.
  8. (Optional) To export your media plan to a CSV file before you save, click the More options icon  in the upper right corner, then click Download (.csv). The CSV file retains the last saved information and detailed metrics for your media plan.
    • You can also click Make a copy to compare a media plan with another media plan.
    • To use the charts in the media plan for a presentation (or similar), take a screenshot of the media plan’s tables with your computer’s screenshot functionality.
  9. To save your media plan, click Save in the upper right corner, then enter a name for your plan. When you finish, click Save copy.

    After saving the media plan, you can access it again from Reach Planner. When you open a saved media plan, you’ll need to refresh the forecast to review the reach curve, demographics, and impression estimates for different devices (desktop, tablet, mobile, and connected TV). 
When you save a copy of a media plan, it retains all the forecast details for the media plan during the date range you selected. When you click on a media plan that’s ended, you’ll see the historical forecast for the media plan. When you click on a media plan that’s still in progress, you’ll have the option to refresh the media plan’s forecast. If you choose to refresh the forecast, it generates a new forecast for the media plan, and you’ll need to save the media plan again to keep the new forecast details.

Review a media plan

  1. Open Reach Planner.
  2. In the table, click a media plan to open it. After you open a saved media plan, it will show all the forecast details for the media plan during the date range you selected. It will also show the date the forecast was saved.
    • When you open a media plan that’s ended, you’ll see the historical forecast for the media plan. 
    • When you open a media plan that’s still in progress, you’ll have the option to edit the plan.
  3. Review the media plan details and metrics (such as the on-target reach and CPM). Learn more about the metrics in Reach Planner.
  4.  (Optional) To export your media plan to a CSV file, click the More options icon  in the upper right corner, then click Download (.csv). The CSV file retains the last saved information and detailed metrics for your media plan.
    • You can also click Make a copy to compare a media plan with another media plan.
    • To use the charts in the media plan for a presentation (or similar), take a screenshot of the media plan’s tables with your computer’s screenshot functionality.

Edit a media plan

  1. Open Reach Planner.
  2. In the table, click a media plan to open it. If the media plan is still in progress, you can edit it.
  3. Click Refresh forecast to update the media plan’s forecast with identical settings. If you choose to refresh the forecast, it generates a new forecast for the media plan, and you’ll need to save the media plan again to keep the new forecast.
  4. Navigate to the table below the reach curve, then click the Edit button next to a YouTube ad format in your media plan.
    • General settings: Update the budget, target CPM, and network for the media plan.
    • Location and demographics: Make changes to the location and demographics for the media plan. You should only do this if you want to override the current media plan settings for the ad format.
    • Dates and frequency cap: Make changes to the dates and demographics for the media plan. You should only do this if you want to override the current media plan settings for the ad format.
    • Audiences: Add affinity and in-market audiences to the media plan. You should only do this if you want to override the current media plan settings for the ad format.
    • Parental Status: Include or exclude parents, non-parents, or people whose current parental status is unknown in the media plan.
    • Devices: Include or exclude desktop, tablet, mobile, or connected TV devices from your media plan.
    • Content exclusion settings: Review any account-level content exclusions in your forecast.
  5. When you finish making changes, click Apply to generate a new forecast for the media plan.
  6.  To save your media plan, click Save, then enter a name for your plan. When you finish, click Save copy.
  7. To download, delete, or make a copy of your media plan, click the More options icon in the upper right corner of Reach Planner, then select an option from the menu.
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