Google recently announced another addition to their AdWords tools. The newly-released Display Planner Tool arrives in tandem with the Keyword Planner, which hasn’t so much been announced by Google but simply been released to a small number of AdWords accounts. Similar to the existing Google Display Network Ad Planner, the Display Planner is intended to streamline your campaign research for placements on the Google Display Network. Unlike GDN Ad Planner, the Display Planner is accessible from the AdWords interface and is therefore able to import selected ideas and placements directly into your AdWords campaigns. It’s also not quite as comprehensive as GDN Ad Planner; the Display Planner has been simplified for ease of navigation and lost a few very detailed customization aspects. While it’s unclear if this is slated to replace the current GDN Ad Planner eventually, the two of these tools combined provide a great depth of research and now have the added convenience of being within AdWords.
How It Works
For those new to the Display Network or AdWords in general, the Display Planner is easy to use and provides a more straightforward user interface than the GDN Ad Planner. Found under the Tools & Analysis tab in AdWords, the Display Planner provides ideas based on your website’s landing page and/or categories that are of interest to customers. It also offers the option to “Upload a Plan”, which allows you to get more ideas on an existing plan. Keep in mind that, just as on the previous Google Display Network Ad Planner, only placements available on the Google Ad Network can be included.
After you enter customer interests or your landing page and specify your target location and language, you can also filter the findings based on ad format and mobile operating system using the filter tool on the left-hand side of the results page.
The tool then generates ad group and targeting ideas for keywords, interests, topics, and placements, along with details like historical cost-per-click and weekly impressions, useful for planning budget and bids. The targeting ideas also offer demographic targeting to further narrow down your audience.
Selecting different ideas adds them to “Your Plan” on the right sidebar, creating draft ad groups. You can then review the plan and get an estimate of impressions, unique visitors, and costs. Adjust until it best matches your overall campaign goals and then either download the plan to share with collaborators or add it directly to your account.
How It Helps You
If you’re already running on the Display Network, this tool can help you find new placements or reenergize a flagging campaign with new ideas by quickly adding them straight to your AdWords campaign. While the Display Planner provides similar data, seasoned PPC advertisers may want to also continue to use the GDN Ad Planner for its advanced customizations. If you’ve been wary of trying the Display Network before, this is the perfect opportunity to get started. Display marketing reaches customers who are interested in content related to your business but haven’t yet started searching, and the new planning tool can help you determine how to effectively target those customers within an easy-to-use interface. In a huge network of available websites, it can be hard to know where to start and what will work best. With the Display Planner, you can find the right site placements for your audience and estimate traffic and costs based on your goals, for an overall more successful Display campaign.