See how the display planner can act as a digital marketing research tool as well as a campaign tool for your AdWords media buying.
- [Instructor] Here in the Google AdWords tool section there is an option called display planner, which I'm accessing right now from this console. And if you click on that, it'll take us to the display planner where we can access information on volumes of inventory that is available within the display network. It will give us an indication of the cost and specific site names that we can work with. This is great, not only for display planning, if you were to order the quality of ad inventory yourself, but also to carry out research on native ads and SEO analysis.
Under the finding new target ideas area, you can select search for new targeting ideas using a phrase, keyword, or category. Notice that the more data that you can enter here, the more it will narrow down on the inventory that you can use. As you see here, we can use a specific keyword, topic, or even your landing page can be used individually. You can also use this as a combination. So let's just enter keywords to begin with.
Now if we look below this we can remove the country information for global targeting, to target all possible countries, or we can add one country or a couple of countries. And we can just click on that. Now we've got two options, which is to get ad group ideas or to get placement ideas. If we select get ad group ideas, you'll see Google AdWords will try and break down the placement based on ad groups that will align specifically to your keyword datasets.
This can be useful if you need to target products via subsets of information, but if we click back in the browser and now we go and select get placement ideas, this will jump straight to a list of domains that have content for our particular keyword. In the overview section, above here, you'll notice inventory information, such as cookies and impressions per week and it relates to all of the sites within the network.
Under gender you should take note of the high percentage of unknown targets. The reality is that if gender and demographics was crucial as a targeting method, then using Facebook or LinkedIn might be a better option, as Google is quite limited in this particular area. Under the device area here you'll notice how many mobile users are available if the campaign was zooming in on users who are out on the go, as opposed to desktop users. As we scroll down and we view the placement options, first, we can select all placements.
What is interesting here is on the left here while websites represent the highest volume of available inventory, you can see that video, on the right here, is rapidly catching up. And as more app developers are monetizing apps via AdSense this will become the next available category to fill up in months to come. Now let's switch over to the sites tab, so we can zoom in on data pertaining to websites. You'll notice that various tabs will sort the data.
And if you're hunting for affordable inventory, you'd click on the historical cost per click column. So let's click on that. Now we see that the data is sorted by the site with the highest cost per click. And as you can see there's quite a few sites with a substantial cost per click and if we do it again, click on cost per click, it will do the inverse. It will sort the sites by the lowest cost per click and this is typically where you would look for bargain inventory.
Of course, it might not be bargain inventory if it turns out that it produces a high bounce rate and you have to claim refunds. But, I'm sure you get the idea now of how to find placements according to cost. Notice also if you're interested in volume of specific sites and you want to find the most popular sites then you would look towards the column here that says cookies per week. And if we click on that the sites with the highest traffic for our keyword will appear.
There are many ways to audit these over time, but to get you started, if you look towards the right here we can add some of these sites to a list. So let's go ahead and select a few of these sites for a fictitious campaign. Once you've added a few, notice that you have a forecast of data and it's based on all of these sites that we selected combined. It might seem that Google suggests that the only way to scale up the campaign at this point is to increase the cost per click because as you drag the slider towards the right a higher cost per click will appear and then your campaign volume are projected to increase.
But, below that, if you click on set bid and budget it takes you to a performance forecaster. And here you'll be able to enter a daily budget, for example, 2,000 per day, and a maximum cost per click that you're prepared to pay. Don't be alarmed by high cost predictions at this stage because you can still lower the cost per click significantly if you increase the amount of sites that you target.
So simply add more sites to your list. And more than anything, you can use this data now to explain to your finance team so that they understand the valuable purpose of conducting research and planning and the impact that can have on your budget. Great so let's head back now to the display planner. So let's enter from the start again and here you're going to see that we've got different datasets that we can enter, but it will basically take you back to the same planner and open it up under different tabs.
So if we select get top placement ideas, then we're going to enter a topic, so for example, select a topic from the list and you can even select two topics from the list. Now we'll click save and we'll click on get placement ideas. And what happens now is it will automatically show us a list of the most popular sites according to visitor volume, as you can see as we scroll down here.
Now as you get familiar with navigating this display planner it'll become a valuable research tool, even beyond AdWords media buying, as part of your overall digital marketing efforts.
- Research and planning in AdWords
- Working with the Display Planner
- Using the AdWords Editor and manager accounts
- Reporting tips with AdWords
- Using rules and automation in AdWords
- Dynamic search and display automation
- Overview of video advertising and Google Display Network
- YouTube advertising via AdWords
- Advanced PPC tips and tricks