Fix forecasting issues in Reach Planner

When there's enough data to model your potential reach (given your campaign settings), Reach Planner generates a forecast. In most cases, Reach Planner generates forecasts for campaigns with broader targeting and a greater potential for earning impressions.

If Reach Planner doesn't generate a forecast, you may need to examine the targeting in your campaign. Use this article to find out why Reach Planner may not generate your forecast.

Instructions

Keywords aren't recognised by Reach Planner

If your media plan includes a custom affinity audience or a custom intent audience, check if your audience includes keywords that Reach Planner can't recognise.

  1. In Google Ads, begin creating a new campaign. Make sure that you select Video as your campaign type.
  2. While creating the campaign, scroll to the 'Budget & dates' section and give your campaign an end date.
  3. Scroll to the 'Audiences' section and select the Browse tab.
  4. Click Your custom audiences.
  5. Click to select the box next to the custom audience that you're using in the media plan.
  6. On the right-hand side of the page, check for an estimate.
  7. If you see the message: 'We aren't able to provide estimates because of the following keywords that are part of custom audiences. Remove all instances of these keywords to get estimates', hover over the custom audience, then click Edit.
  8. Remove the keywords identified by Google Ads, then click Save audience.
  9. Return to Reach Planner and create a new forecast with the audience.

Not enough keywords

If your media plan includes a custom affinity audience or a custom intent audience, check if your audience has enough keywords.

  1. In Google Ads, begin creating a new campaign. Make sure that you select Video as your campaign type.
  2. While creating the campaign, scroll to the 'Budget & dates' section and give your campaign an end date.
  3. Scroll to the 'Audiences' section and select the Browse tab.
  4. Click Your custom audiences.
  5. Click to select the box next to the custom audience that you're using in the media plan.
  6. On the right-hand side of the page, check for an estimate.
  7. If you see a low amount of estimated impressions or no estimated impressions, hover over the custom audience, then click Edit.
  8. Add more keywords to your audience to improve your estimated impressions, then click Save audience.
  9. Return to Reach Planner and create a new forecast with the audience.

Audience targeting is too narrow

If your media plan's targeting is too narrow, you may see very few impressions and Reach Planner won't be able to confidently generate a forecast. To fix narrow targeting in your media plan, expand your targeting.

  1. In Reach Planner, scroll to the statistics table (below the forecast table).
  2. Click Edit next to a line item.
  3. In the editing panel, update your targeting. You can:
    • Expand your location and demographic targeting.
    • Remove Google audiences (including custom affinity and custom intent audiences).
    • Expand the date range for your media plan.
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