Because we are dealing with such a diverse audience, it can become difficult to establish the ideal mix of formats, the audience to which we communicate and the budget we allocate for each type of format. This is not a struggle anymore because Reach Planner is the tool that helps marketers achieve their goals.
If you haven’t worked with this tool before, let’s find out together how it helps us and why it’s so precious.
First of all, you will find this tool in the Google Ads platform, at the level of Planning. If you can’t find it, contact your Google representative and schedule a chat.
1. Save time and money
Perhaps one of the main benefits of this tool is the saving of time and money. We know that a successful campaign is based on a strong strategy. Therefore, use Reach Planner to plan your budget, mix of formats and audience, so that you can simplify the planning process and not waste money while trying out different options live, in the field.
How can you do that? Play with the mix of formats, with the budget, with the audiences, choose the goal for your campaign and let the tool “predict your future” with trustworthy forecasts that use billions of signals and calculations.
TIP: While juggling around start dates and audiences in Reach Planner may let you uncover different outcomes, don’t let it set unreasonable expectations. Your campaign will be delivered to human beings and the only way to find out the truth is by hitting start.
2. Get fresh (data)
Use Reach Planner and obtain forecasts based on recent data using a time period equal in length to your campaign plan. The data in the tool is refreshed weekly. This is the reason why forecasts are based on the most recent and accurate data available.
In such a changing environment and sensitive to various external factors, you need fresh data. What is the point of making a marketing strategy based on data that no longer corresponds to reality? When I was in college we learned techniques and strategies that were applicable years ago. Thank God I’m not in college anymore and I can rely on fresh data from Reach Planner.
3. Mix your own media
Although Reach Planner gives you format mix recommendations, you are also able to pick your own formats and budgets. Then the client informs you that he can only provide only one format. Does that sound familiar?
Although Reach Planner offers you format recommendations to achieve your marketing goals, you will need to adapt and build your winning strategy based on the available formats.
TIP: Just because you can use 5 formats doesn’t mean you should. The appropriate format mix also depends on your budget and your client’s needs.
4. Unique reach
Everybody (and we mean EVERYBODY) wants to reach as many unique users while keeping the frequency cap low. Having users seeing the same ad over and over again may turn them against your brand.
Input the budget, frequency, and the variables needed and let the platform crunch the numbers. At the end Reach Planner will tell you if you’re on target to hit your KPI on YouTube.
Remember, unique reach is a calculated metric proprietary to Google. The algorithm analyzes anonymous traffic patterns across devices and Google Properties and cross references it with cookie-based traffic scenarios in order to deduplicate your forecasted audience. We’re nearing rocket science levels of complexity.
TIP: start by inputting your budget and creatives, then test one or more audiences and see what’s your final unique reach. Juggle with the available inputs and see which one will help you reach your target.
5. Enjoy up to 92 days date range for your forecast
What does this mean? It means that this tool helps you build long-term strategies. Because we are talking about main objectives such as awareness and consideration, you know very well that we are referring to long-term, sustained and consolidated efforts.
6. Comprehensive formats
There are two buying types, CPV (cost per view) and CPM (cost per thousand impressions) and each one has its own video formats available, 2 for CPV and 4 for CPM.
This tool is so powerful that it can estimate campaigns that span over multiple types of creatives, with different buying types and budgets, with the push of a digitally accessible button.
Have at it, set up your campaign scenario with multiple bumpers, two skippables and a non-skippable format. Don’t try to figure out the final numbers regarding overall frequency, reach, CPMs and impressions by yourself. That would be mad, just use Reach Planner.
7. CTV – the place to be
There’s no shame in admitting the fact that YouTube is gaining popularity over traditional television watching. From laptops, desktop computers and mobile, watching streamed video content is slowly moving towards connected TV screens.
Every TV nowadays can connect to the internet, pair with a mobile device or run built in apps. Most of the serious movies and shows are viewed on apps like Netflix or HBO, whereas YouTube is much more casual (and much more diverse!) and much more accessible. There’s nothing out of the ordinary to see people on YouTube during the day, or the commute, or while working or even while showering!
TIP: adapt your content for YouTube, don’t reuse Instagram Stories or TVC clips, there’s something particular about YouTube viewers and they’re not going to respond positively to unfitting content.
8. Use Curated Line-ups
You’ve done a bit of research and decided that you want your product to be featured in front of a massive audience. Good thing Reach Planner can help you reach your target KPI with Curated Line-ups.
Automated placements like Curated Line-ups will ensure you have a large viewership available and that you’re not displaying your brand next to shady content creators.
These lists are dynamically generated and updated as soon as there’s a change in trending patterns in the corresponding country and interest range you selected.
This tool will help you plan awareness campaigns based on your brief and also lets you see what modifications could be made in order to increase or decrease certain metrics.
The hard truth is that, in the end, this is a simulation (and a very smart one indeed) that doesn’t take into account your video creative materials. Take your forecasts with a grain of salt and remember that good video advertising begins with the visual creatives that is then empowered by a smart marketer using Google Ads to the fullest.