Google Display Planner – 10 steps for an accurate forecast

What is the Google display planner?

The Google display planner is a free tool that helps advertisers plan and forecast their display campaigns. You’ll be able to forecast projected clicks and impressions based on your budget and bids.

Is the Google display planner still available?

The short answer is no.

However, fret not! With the new Google Ads experience, the display planner statistics can be found in other parts of the Google Ads dashboard. 

If.. you know where to find it. 

These are the essential statistics that every marketeer needs to know whenever we launch a new Google display campaign. 

Today’s post is going to help you with forecasting results for Google display. Let’s go!

How do we forecast statistics for Google display?

Step 1: Head over to your Google Ads 

Step 2: Create a new campaign

Click on the Campaigns tab & hit the button to create a new campaign. 

Step 3: Select your campaign goal, type, and subtype

Campaign goals 

Campaign goals for display campaign include the following:

  • Brand awareness and reach
  • Product and brand consideration
  • Website traffic
  • Leads
  • Sales

Campaign type

Don’t forget to select ‘Display’. 

Campaign Subtype

Choose either the smart display or standard display campaign subtype

Smart displayStandard display
Settings required to estimate performance:
Settings required to estimate performance:
(Ads not required)

As you can see, the smart display campaign requires your display ad creatives to forecast performance. Hence, if you do not have your ads ready yet, select standard display! 🙂

You have to consider the campaign subtype that you’ll be going ahead with as well. 

Our recommendation?

Split your budget to test both simultaneously if you have the budget and resources to optimize. 

Otherwise, choose smart display for performance campaigns. Standard display gives more control hence, can be selected for goals such as awareness, consideration and traffic. 

If one doesn’t work, you can always test the other subtype. 🙂

Step 4: Select the country and language. 

You can skip the campaign name if you’re just here for the forecasts. 🙂

Step 5: Deciding your bid strategy

If you are running a brand new campaign, do not set a target cost per action (target CPA)

Why? Simple. That’s because you do not have a benchmark cost per action. Unless you have a treasure trove of data from past display campaigns, then yes, selecting a target CPA would provide a better forecast. 

Step 6: Input your budget 

You can use a simple formula for this. 

Total budget / Number of days = Daily budget

Daily budget example

If your budget is $1,000.00 a month, that means that your budget would be $33.33 per day.

(We used a 30 day month for this example)

Total budget / Number of days = Daily budget

$1,000.00 / 30 days = $33.33 per day

Bonus – Optional steps: 7 to 9 😉

Step 7: Ad Schedule

You may input your Ad Schedule, if any,  to get a better gauge of your campaign estimates. 

Step 8: Content exclusions

Content exclusions are important as you do not want to show your ads on certain sites that do not resonate with your brand. 

For instance, an airline might not want to serve ads on news pages talking about aircraft accidents.

Step 9: Select your target audience

For maximum results, you’ll need to target the right audience, especially when using Google display. 

Steps 7 to 9 allows the estimates provided by Google to be more accurate. 😉


Once this is done, you may calculate your estimates. 

As Google gives weekly estimates, monthly forecasts will have to be calculated manually.

This concludes our effective steps to forecast accurately without the Google display planner.

Feel free to comment below should you have any questions! 🙂

Digital Agency Singapore - Rogue Digital -

Need help with Google display ads?

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