Hacks on How to Use Google Display Planner Effectively

Google developed the Keyword Planner and the Show Planner to help with Pay-Per-Click research, but not for content marketing.

What’s the deal with Display Planner? It’s another research tool in Google Ads.

Display Planner can be used to create organic or SEO campaigns. It is used by PPC professionals who have terrible banner ads.

The data is so concentrated on PPC campaigns, it cannot be accessed directly. You must launch a campaign to access the data.

Yes, it is true. The Display Planner has tons of data that can be used to create content for SEO campaigns.

Get started with the Display Planner

Display Planner asserts that there are many ways to reach customers. (Source: comScore)

There is so much to see and so many data points for your content and SEO campaigns.

Display Planner was designed to help PPC marketers find websites to advertise on. Google has categorized all websites that have opted into the Display Network and analyzed them.

The Display Planner can be used in many ways. I recommend that you try them all.

This tool is not standalone. You will need to create campaigns with rich data.


Display Planner will generate topics/keyword/placement ideas based on a list of keywords. You can enter related keywords like garden shovels, garden trowel, trowel, and garden trowel. This is a great way to generate ideas about a specific area of research.

Use Topics

The Display planner can generate ideas based on a pre-categorized topic. You can also visit websites that might be of interest to you.

Use Landing Pages

Display Planner analyses a landing page to extract relevant keywords. Display Planner then generates ideas from this list.

You can add a landing page to your keywords/topics to get better ideas.

Keep in mind that landing pages do not have to be yours. The Display Planner can help you find the right data.

Drop in Wikipedia pages about your topic, industry guides, competitor pages, and so on. Display Planner will need to know the details of your industry/topic so it can provide pertinent information.

Overlaying Remarketing Audiences

If you are building a remarketing list using your website traffic, you can adapt any of these methods to fit your audience.

Display Planner will filter placements, keywords, and topics based on who you are at the moment.

Click on Campaign Exclusions to add your remarketing list.

Now let’s see how Display Planner could help you.

Building Out Personas

Personas are the basis of any marketing campaign. The Display Plan is a great way to get this information.

Google actively categorizes and places you into persona buckets for advertising if you have a Google account.

Using all of the data, you can create a picture of your target customer.

These demographics were part of the old Display Planner. The new integrated Display Planner hides the data.

But, it doesn’t mean that you shouldn’t give it a shot.

Display Planner can be a great choice if you have a few hundred bucks to spend on market research.

A targeted campaign can be run that uses keyword themes. It can be run for one week or a whole month.

Better Keyword Research

Keyword research is crucial to any organic traffic strategy, especially in 2019.

Keywords are more than just a way to match search terms with what people have typed in.

Keywords are now more important than ever. SEOs need to pay more attention to keyword nuance.

“Lingual keywords” are a great way to do this. These keywords cannot be used in conjunction with or derivative of one another (e.g., gloves to blue gloves, gloves to hand gloves). These keywords are not synonymous or derivative of each other (e.g., gloves to blue gloves or gloves and hand gloves ).

These keywords won’t show up in any Google Suggest tools like KeywordTool.io. They simply display derivatives from your input keywords.

You will need to hack the Keyword Planner to display lateral ideas.

Display Planner can help you achieve incredible results.

Display Planner uses keyword context to help you locate the best places to advertise. We are attempting to do exactly that with advanced keyword research

To get started with your new targeting ideas, click on the Keywords tab.

The individual and group suggestions for Ad Groups should be taken a close look at. Both of these categories will offer some great ideas.

Tip – To make analysis easier, add all the ads to your campaign and then export it as a text file (or spreadsheet).

Create a Content Strategy

What happens if you are developing a content strategy? There are many ways to “pre-qualify,” your ideas.

Another method is to reverse engineer top publishers’ best content. I explained how this was done in my Ahrefs review.

But, it is crucial to identify the top publishers in your industry. Display planner will help you do this even though you might not know all of them.

How to create your targeted list

Navigate To Placements Tab.

Click Here to View Only Website Placements

Sort your list using –

  • Relevance: To find the best ideas
  • Cookies – To find websites that have the highest reach
  • Impressions: To locate the most visited sites,

Go to Ahrefs, or another competitor like BuzzSumo, and take a look at your targeted websites.

Site Explorer can be used to place sites.

Check out the Top Content to see which topics are most shared and linked to.

Review their Top Organic report to find new keywords.

Ahrefs Content Explorer is another option. You can also use it to search for the content shared/linked from other sites such as BuzzSumo. Content Explorer analyses the most shared/linked content on the Internet based on a keyword/topic.

BuzzSumo’s Content Explorer and Ahrefs Content Explorer both show that it can be difficult to find the “middle ground” keyword. It shouldn’t be too broad or too niche.

Display Planner’s Keyword List is perfect for this method. It finds keywords on pages that have significant traffic.

Display Planner keyword and/or topic lists may be copied and dropped into Content Explorer.

This will allow you to find more content that performs well in your keyword/topic.

You’ll be surprised at the superior results for “gardening tools” than “gardening”, which is too broad, and “garden shovels”, which are more niche.

How do I create an off-page list?

They are useful for reverse engineering content strategies and are also useful in generating off-page strategies to increase website link count

Quality links to other websites are essential to building referral and organic traffic.

  1. Relevant is crucial – it makes outreach easier and helps to find a win-win situation.
  2. They should have the ability (and willingness to) connect with you.
  3. They must be able to refer traffic.
  4. These links should not be identical to those of your competitors. You need to look beyond the mainstay sources of SEO, such as links from the top 10 URLs in [keyword] SERPs or [keyword] INURL.links.

Display Planner searches websites that meet all four criteria.

There’s a variety of ways to get to the list.

Sort the list by impressions/cookies.

Broken link-building can also be used.

Who links to many relevant, but no longer functional websites? Big publishers. Display Planner can do exactly that.

This is how it works.

Take a few large publishers out of your Display Planner.

Add them to Ahrefs Site Explorer.

Look at Broken Backlinks first. This will show you which pages are missing.

Scroll down to Broken Outgoing Link. You will find the broken links to the domain. You will find many websites linking to the missing/broken page than the original site.

Now you can go to the Broken Outgoing Links page. Have a look at Ahrefs Site Explorer’s link list.

You can also continue building broken links by selecting one of the pages that you found. Then you can rebuild it, make it more usable, and then pitch it to be linked to the old broken page.

Display Planner will provide you with the most comprehensive list of major publishers regardless of your off-page strategy.

YouTube/App/ International Organic Strategy

SEOs will tell you that searches are not limited to Google. If you want to increase your organic traffic, it is important to look at placements on other platforms.

The problem is that data and tools may not be as developed for SEO purposes for Google or traditional websites.

But Display Planner can help.

You want to create an organic presence on YouTube, mobile apps, and other platforms. Maybe you’re looking for international expansion but don’t know where?

Follow the above strategies, but you can also use the YouTube channels and Apps listed under the Placements tab to get started. Set the settings to only show your target country.

These are some examples

  • Place product positioning campaigns on the top YouTube channels
  • Reverse engineer top-performing YouTube videos
  • Form PR-focused partnerships and relationships with YouTube’s top YouTube channels
  • The top-performing videos can now be re-formatted in web format (infographics, text, and images, etc.).
  • Look for content gaps and requirements to create top-performing apps
  • Check out the top-performing apps and find out what users want
  • Search for top publishers in your keyword or niche and establish a PR relationship with them to reach their audience.

Closing Tips and Next Steps

The Campaign Exclusions feature allows you to “coach” Display Planner, much like Keyword Planner.

Remarketing lists are possible to be used. However, you can also include in-market audiences and affinities to produce more relevant results.

The Display Planner can help you integrate your research, particularly in the initial stages of your project. Get an idea and get going!

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