Google Display Planner: What it is & how to benefit from it?




Today we are going to discuss how you can use display planner to make custom-made advertising strategies our results and some rules to set targets for the display network.

The Google Display Planner is a tool in Google Ads which helps to expand our reach of the display campaigns while targeting relevant users for our business. It is generally used to make our research on placements better. It is easy to use and can save you time.


What is the Google display planner?


It's a tool to generate unique ideas to target the display network.  It's a form to reach the target based customers/clients through their interests by directly landing on the page. It includes placements such as categories of the mobile app, videos and websites, interests, and topics related to market segments, affinities, demographics, and remarketing. 

It is a great tool to reach more audiences and expand your display campaigns based on your target audience. it makes your job easier and more effective. and  Every idea generated includes a historical cost and impression estimation. We can consider these estimates and statistics as a guide to plan your display network campaign in place of project future performance. 

You can promote your business through display ads on other websites like youtube, Facebook, Instagram. The display network also reaches 90% of the target audiences across the world and millions of websites like blogs, google.

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Google display planner Benefits

Google display planner works as an idea generator to get you started. Secondly, it's a tool to help you make target marketing methods such as placements, campaigns, in-market audiences. 

  1. It gives a bird's eye view on how your ideas may perform based on past results. Also, the total available inventory and historical costs to guide your decisions on marketing these historical costs help you with ideas within your budget and to set bids for new ideas you adopt. 

  2. The main focus on performance forecasts can be done using google display planner as it helps you see how bid and budget are impacting the performance forecasts of your business. 

  3. Potential performance can be changed/adjusted and filtered with the use of detailed graphs  of your campaign

  4. Easy access - It has a one-click download option that makes it easy to share or transfer your plans to your colleagues or clients. 


How to start with Google Display Planner?

We can locate the Google Display Planner option in Google Ads by going to Tools and Analysis menu in Google Ads. There are options for us which we can use on Google Display Planner which I will be listing them below.

  • You can tell Google what our customers are interested in by using a word, phrase or a set of keywords separated by a comma.

  • We can give Google our landing page URL which will help to find relevant targeting suggestions. If you don’t want to run both either insert the keywords or the landing page URL.

  • You have to select the country and language that you would like to target and then click on “Get Ideas”.

  • When your request is processed you will get an exceptional list of keywords, interest, topics, and placements to target.

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How does Google display planner work? 

Google display planner works as a guide to get started with only basic details of your clients/customers' likes and interests. The display planner then generates the targeting ideas alongside the data such as inventory, historical costs, performance forecasts for your plan. 


Google display planner also provides you with real-time forecasts while you add new ideas to your project. It helps in showcasing how your plan might perform based on the given budget and bid. Using appropriate filters such as targeting and interests, you can see how the ad inventory will perform for your targeted audience. 

It also provides you with an overview of the audience profiles of your ideas based on ratios such as if the reach is large or small, is it geared towards male or females or even on how big your ideas can be spread out across devices and age groups. 


Targeting your Ads using Google display planner  

Target marketing has been one of the most effective forms of marketing. Targeting ads is one of the essential parts of any successful advertising campaign. It helps you organize your customer base by which you can target them with perfect ads. This way, you can achieve your goal by targeting the right customers. 

Google ads also offer different ways of targeting your ads : 


1.  Audience targeting

  1. Demographics: In this, your ads can be based on how the performance of your products and services in certain locations, genders, ages, and device types. 

  2. Affinity: Marketing using the TV campaigns which can be further extended as an online campaign by which you can reach the audience using google search or display network. 

  3. In-market: This method can be implemented by the Products searched by the customers by showing ads to the users. These customers can be online shopping or just browsing for the product or service, or they might have previously made a purchase and could still be interested in interacting with the ads. 

  4. Custom intent: Custom intent advertising is a process where you choose words or phrases related to the people that mostly engage on-site or make an online purchase. By using keywords, adding URLs for the website, apps, or any social media channels such as youtube using content related to your customers' interests.

  5. Similar audience: It's a form of remarketing. By expanding your current audience list by targeting users based on their likes and interests. These are the audience searching for a product or service indirectly, but their interests show the similarity in your product. By interacting with ads, you can lead them to your website.  

  6. Remarketing: These are the audience who have already interacted with your ads, websites or app. These audiences will be seeing the ads more often than others. These audiences can be in any form from having a conversation on the website to interacting with your ads on the apps. This audience may even return to complete the purchase. 

2. Content targeting

  1. Topics: Topic targeting lets you reach a broad range of audiences using multiple pages and different topics at once on the display network. Google ads analyze the web content and differentiate them by text, language, link structure, and page structure It also determines the theme of your webpage and target ads accordingly. 

  2. Placement: This type of targeting will only look at your chosen sites when your audiences search for relevant sites. It targets the websites on the display network that your customers visit. Unlike the contextual targeting, it does not require the keywords and the placement might be for the whole website or a subset for the site. 

  3. Content keywords: Choosing the right words to target your customers that are relevant to the searches of your product or services. You can set keywords manually that are often used by the customers to search for the product. In this form, you can meet the specifics of goals and reach certain demographics. Example: you can change the keywords manually according to the seasonal interests and make the most of your sales.

  4. Display expansion for search: Its a smart targeting tool where the google ads find your users for you with the combination of automated bidding. It works for both display campaigns and searches also for high-performance moments targeting for best results. 


Bidding features on the Display Network


When you use a display network for advertising, you can set different bids in ways of your campaign. Google Ads uses your bids in auction to help you get the most out of your ads. 

Google ads check to see if you are eligible to show your ad and if you would like to use custom bids or default bids. It also helps you in bid adjustments. 

1. Default bids: When you do not have the custom bid for when your ad appears in a placement that matches your targeting. Google ads use your ad group as a default bid.

Example: if you've set an ad group bid of $5, and you haven't enabled custom bids, your" Default Max. CPC column will show your ad group bid amount, and you won't be able to edit this bid from the statistics table.

2. Custom bids: When you use custom bids for target marketing for example. Topics or interests Google ads will use bids when your ads show up on websites related to that topic. 

Important: You can set custom bids on only one targeting method with each ad group.

If you make several adjustments in the same campaign, all of the bid adjustments will be multiplied together to determine how great your bid will decrease or increase 

3. Bid adjustments: Controlling your ad on when and where to appear. This can be controlled and adjusted according to your campaign and ad group level. Bid adjustments use a percentage change in your bids. 

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How to use Google display planner to boost your display network campaigns 


 Get to know your google display planner. 

  1. Log in to your adwords account and locate google display planner under the tools and analysis menu. 

  2. Now that you located the display planner: Mention on what your customer's interests and likes are by using words or phrases or keywords separated by commas and full stops. 

  3. Mention your landing page URL to google to find your relevant targeting suggestions. You must also be aware that you can decide to insert either keyword or mention your landing page if you prefer to run both the targeting settings above.

  4. Select the country and language you wish to target and click on get ideas. Once your request is set out, you will get an amazing choice of keywords, placements, interests, and topics to target.


What can you do to create custom-made Advertising Strategies for our results?

Create new ad groups based on your preference of tools and suggestions. You can also customize your results to match your campaign strategy. 

  • Filter your results by text ads, square and rectangle images, skyscraper images, and leader board images. 

  • Filter your results by mobile and video ads 

  • Select the only above the fold ad spaces 

  • Filter the operating system by using app placements

  • Find out more about the gender and age of the available weekly inventory for your search results. 

  • Add the results directly to your account. This will be kept in hold for you to work on them and create new advertising strategies.  

You can get a planned ad groups in "your plan" tool on the right sidebar by going on one or more of the "individual targeting ideas" or "ad group ideas"

You may next examine the plan and get approximate impressions of your visitors and costs. You can constantly change the settings until it best fits your campaign objectives then you can download your plan of action or add it directly to your ad campaign. 


Some common rules to set up a top-notch targeting on the display network


  1. You can create custom advertising messages for each ad group

  2. Use as many image dimensions as possible to test various placements

  3. Use both text and image ads

  4. Customize bids by placement

  5. Add negative placements when websites do not perform well

  6. Change the display ads every 3 to 4 weeks to keep your content fresh and attractive

  7. You can use all of the targeting methods (keywords, placements, topics, interests)


Google Display Planner: FAQ

What is Google Display Planner?

The Google Display Planner is a tool in Google Ads that aids in the expansion of our display advertising reach while simultaneously selecting relevant consumers for our company.

What sites are on the Google Display Network?

The Display Network is a group of websites—including Google Finance, Gmail, Blogger, and YouTube—that display advertising. This network also includes mobile web pages and applications.

How many sites are in the Google Display Network?

The Google Display Network (GDN) is a collection of over 2 million websites, videos, and applications where your Google Ads may be displayed.

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Conclusion on Google Display Planner


A display planner is a good Marketing tool used to make effective advertising decisions to reach your display campaigns by targeting specific audiences of your business. Although it's a new tool, it's proven as a smart way to identify the preferred customers by displaying network keywords, placements, topics, and interests of your audience. It generates ideas for all the display networks. 

 It is definitely based on the customer’s interests and likes. The display planner is easily available on the AdWords user interface, and it is highly capable of importing chosen ideas and placements straight to your ad campaigns. Do even more with your online representation and advertising with a display planner. It is a quick and great tool that makes your advertising decisions easier with minimum time but faster effect.