How do I use the Display Planner tool?

I apologize for any confusion, but as of my last update, Google has deprecated the Display Planner tool in Google Ads. This tool was previously used for planning and managing display campaigns, including targeting, placements, and estimating reach and performance metrics on the Google Display Network.

However, Google has integrated many of the functionalities of Display Planner into other tools within Google Ads. Here's how you can now plan and manage display campaigns effectively:

### Using Google Ads for Display Campaigns:

1. **Audience Targeting**:
   - Use **Audience Manager** in Google Ads to define and target specific audiences based on demographics, interests, behaviors, and remarketing lists.

2. **Placement Targeting**:
   - Use **Placement targeting** to select specific websites, YouTube channels, or apps where you want your ads to appear.
   - You can find relevant placements by searching within the Google Ads interface under "Placements" or use the Google Display Network's automatic placements option.

3. **Targeting Expansion**:
   - Utilize **Similar Audiences** and **Custom Intent Audiences** to expand your reach to users who are similar to your existing customers or have shown intent related to your products or services.

4. **Contextual Targeting**:
   - Target ads based on the content of websites through **Keyword targeting**. This allows your ads to appear on pages that match specific keywords related to your offerings.

5. **Ad Formats and Creatives**:
   - Create compelling **Responsive Display Ads** that automatically adjust their size, appearance, and format to fit available ad spaces across the Google Display Network.
   - Use **Uploaded Image Ads** and **HTML5 Ads** for more customized creatives.

6. **Performance and Optimization**:
   - Monitor performance metrics such as impressions, clicks, click-through rates (CTR), conversions, and cost-per-acquisition (CPA) in the Google Ads interface.
   - Optimize campaigns by adjusting bids, refining targeting criteria, and testing different ad creatives and placements.

### Best Practices for Display Campaigns:

- **Targeting Strategy**: Combine multiple targeting methods (audience, placement, contextual) to reach your desired audience effectively.
 
- **Ad Creative**: Create visually appealing and relevant ad creatives that resonate with your target audience and match the context of the placements.

- **Testing and Optimization**: Regularly test different ad variations, targeting settings, and bidding strategies to improve campaign performance.

- **Conversion Tracking**: Implement conversion tracking to measure the effectiveness of your display campaigns and optimize towards achieving your business goals.

While the Display Planner tool has been retired, Google Ads provides robust features and tools to plan, manage, and optimize display campaigns effectively. By leveraging these tools and following best practices, you can reach your target audience across the Google Display Network and achieve your advertising objectives.