{"id":22589,"date":"2020-01-21T10:48:36","date_gmt":"2020-01-21T09:48:36","guid":{"rendered":"https:\/\/www.geotelecom.mx\/?p=22589"},"modified":"2025-04-02T10:38:49","modified_gmt":"2025-04-02T08:38:49","slug":"el-planificador-de-cobertura-google-ads","status":"publish","type":"post","link":"https:\/\/www.geotelecom.mx\/en\/blog\/the-google-ads-hedge-planner\/","title":{"rendered":"New Google Ads: the coverage planner."},"content":{"rendered":"<h2><span class=\"ez-toc-section\" id=\"Novedades_Google_Ads_descubriendo_el_planificador_de_cobertura_para_campanas_de_YouTube\"><\/span>Google Ads news: discovering the coverage planner for YouTube campaigns.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify;\">Throughout the past year 2019 YouTube has undoubtedly been one of the advertising channels that has generated more betas and news within Google Ads. And it is not misguided since in the last two years the platform has experienced an increase of 20% in viewers, in addition to growing up to 45% in user volume and viewing time.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/the-google-ads-hedge-planner\/#Novedades_Google_Ads_descubriendo_el_planificador_de_cobertura_para_campanas_de_YouTube\" >Google Ads news: discovering the coverage planner for YouTube campaigns.<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/the-google-ads-hedge-planner\/#%C2%BFPero_que_es_lo_que_hace_el_planificador_de_cobertura_exactamente\" >But what exactly does the coverage planner do?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/the-google-ads-hedge-planner\/#%C2%BFQue_metricas_nos_ofrece_el_planificador_de_cobertura\" >What metrics does the coverage planner offer us?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p style=\"text-align: justify;\">The profile of the average user of the platform is as or more important than the increase in viewers itself. Google knows that <strong>YouTube is the best ally for advertisers and brands especially interested in Millennial and Generation Z audiences.<\/strong> (digital natives). In this context, YouTube is now essential if we want to ensure that our message reaches this target audience. <i>target<\/i> who no longer consume television in the traditional way and are increasingly spending more time consuming video on on-demand content platforms.<\/p>\n<p><b><\/b><\/p>\n<p style=\"text-align: justify;\">However, from our perspective as managers, many questions arise when it comes to getting down to work. How can we be sure that we are effectively reaching the right audience? <strong>What percentage of our target audience are we really reaching with our products and services? <a href=\"https:\/\/www.geotelecom.mx\/en\/youtube-y-google-ads-combinacion-perfecta\/\">video campaigns?<\/a><\/strong> More importantly, if the client asks us for an action plan in advance with a closed budget, can we have this information before our ads even start running?<\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">To provide answers to all of these questions, Google launched in 2019 the <strong>coverage planner,<\/strong>\u00a0a tool focused on the YouTube platform and specially designed for media agencies. According to Google itself,<\/span><span style=\"font-weight: 400;\"> facilitates the work of marketers whose main need is to ensure that their advertising message reaches the right audience, at the right place, at the right time, and at the lowest possible cost.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span class=\"ez-toc-section\" id=\"%C2%BFPero_que_es_lo_que_hace_el_planificador_de_cobertura_exactamente\"><\/span><span style=\"font-weight: 400;\">But what exactly does the coverage planner do?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">It allows us to\u00a0<\/span><b>to devise large-scale advertising strategies in terms of coverage and frequency<\/b><span style=\"font-weight: 400;\"> focused on YouTube itself but also on applications and web pages from <em>partners<\/em> from more than 50 countries.\u00a0<\/span><span style=\"font-weight: 400;\">Brands can then define exactly the target audience they want to reach across different devices and <\/span><b>the planner gives us an estimate of the coverage we can obtain based on our budget.<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-22594 aligncenter\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/01\/Captura.jpg\" alt=\"\" width=\"486\" height=\"321\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/01\/Captura.jpg 675w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/01\/Captura-300x199.jpg 300w\" sizes=\"(max-width: 486px) 100vw, 486px\" \/><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">For this purpose, the tool is based on data extracted through the technology\u00a0<em>Unique Reach<\/em> that allows us to determine how many <\/span><b>unique users<\/b><span style=\"font-weight: 400;\"> we are reaching out with our campaigns. It also provides us with <\/span>the<b> average impressions per user<\/b><span style=\"font-weight: 400;\"> y <\/span>the<b> display time <\/b><span style=\"font-weight: 400;\">and all this <\/span><b>regardless of the device used.<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">According to Google the data is updated weekly to always use the most recent, but of course,\u00a0<strong>does not guarantee the final performance of our campaigns<\/strong> as this is highly dependent on other factors such as the quality of the advertisements.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">In a nutshell, the coverage planner is the perfect tool for those who are looking for:<\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Reach specific audiences on multiple devices and platforms.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Accurately plan the coverage of your video ads in terms of unique users.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Strategy planners who want to incorporate digital video into their media plans.<\/span><\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\"><span class=\"ez-toc-section\" id=\"%C2%BFQue_metricas_nos_ofrece_el_planificador_de_cobertura\"><\/span><span style=\"font-weight: 400;\">What metrics does the coverage planner offer us?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Among others, the most relevant metrics for the planner's sense are:<\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Target audience coverage: number of people within the target audience you expect to reach with your plan.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Average viewing frequency<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">eCPM: the cost per thousand (CPM) impressions taking into account your target audience<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Target audience points (TRP): the celebrities <em>Gross Rating Points<\/em> (GRP)\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Cost per target audience point (CPP): total cost divided by TRP<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">YouTube population: total number of people in your target demographic who visit YouTube over 30 days.<\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">It is important to note that <\/span><span style=\"font-weight: 400;\">the <\/span><b>age segmentation can only include those over 18 years of age<\/b><span style=\"font-weight: 400;\">. On the other hand, Google admits that there may be discrepancy between data from different tools. This may happen because the planner's methodology is different from that of other tools, but they hope to resolve this difference over time.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">And you, do any of you already have the coverage planner in your Ads interface? Have you tried it and did you find it useful?\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Let us know if you have any news!<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Google Ads news: discovering the coverage planner for YouTube campaigns.\nThroughout the past year 2019 YouTube has undoubtedly been one of the advertising channels that has generated more betas and news within Google Ads. And it is not misguided since in the last two years the platform has experienced an increase of 20% in viewers, in addition to growing up to 45% in volume of users and viewing time.\nAs important, if not more important than the increase in viewers itself, is the profile of the average user of the platform. Google knows that YouTube is the best ally for advertisers and brands especially interested in the Millennial audience and Generation Z (digital natives). In this context, YouTube is now essential if we want to ensure that our message reaches this target that no longer consumes television in a traditional way and that increasingly spends more time consuming video on on-demand content platforms.\n\nHowever, from our perspective as managers, many questions arise when we start to work: How can we be sure that we are effectively impacting the right audience? What percentage of our target audience are we really reaching with our video campaigns? And most importantly, if the client asks us for an action plan in advance with a fixed budget, can we have this information before our ads even start running?\nTo answer all these questions, Google launched in 2019 the coverage planner, a tool focused on the YouTube platform and specially designed for media agencies. According to Google itself, it facilitates the work of marketers whose main need is to ensure that their advertising message reaches the right audience, in the right place, at the right time, and at the lowest possible cost.\nBut what exactly does the coverage planner do?\nIt allows us to map out large-scale advertising strategies in terms of coverage and frequency focused on YouTube itself but also on apps and websites of video partners in more than 50 countries. So brands can define exactly the target audience they want to reach across devices and the planner gives us an estimate of the coverage we can get based on our budget.\n\nTo do this, the tool draws on data extracted through Google's Unique Reach technology, which allows us to determine how many unique users we are reaching with our campaigns. It also provides us with the average number of impressions per user and the viewing time, and all this regardless of the device used. According to Google, the data is updated weekly to always use the most recent, but as is logical, it does not guarantee the final performance of the campaigns as this depends largely on other factors such as the quality of the ads.\nBroadly speaking, the coverage planner is the perfect tool for those who are looking for the best results:\n\n \tReach specific audiences across multiple devices and platforms.\n \tAccurately plan the coverage of their video ads in terms of unique users.\n \tStrategy planners who want to incorporate digital video into their media plans.\n\nWhat metrics does the coverage planner offer?\nAmong others, the most relevant metrics for the sense of the planner are:\n\n \tTarget audience coverage: no. of people within the target audience you expect to reach with your plan.\n \tAverage viewing frequency\n \teCPM: the cost per thousand (CPM) impressions taking into account your target audience.\n \tTarget Audience Points (TRP): the famous Gross Rating Points (GRP)\n \tCost per Target Audience Point (CPP): total cost divided by TRP\n \tYouTube population: total number of people in your target demographic who visit YouTube over 30 days.\n\nIt is important to note that age targeting can only include people over the age of 18. On the other hand, Google admits that there may be discrepancy between data from different tools. This may happen because the planner's methodology is different from that of other tools, but they hope to resolve this difference over time.\nAnd you, do any of you already have the coverage planner in your Ads interface? Have you tried it and found it useful?\nLet us know if you have any news!<\/p>","protected":false},"author":42,"featured_media":22616,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[26,22,60],"tags":[193,256],"class_list":["post-22589","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads","category-marketing-online","category-youtube-google-adwords","tag-novedades-google-adwords","tag-youtube"],"_links":{"self":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/22589","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/users\/42"}],"replies":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/comments?post=22589"}],"version-history":[{"count":1,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/22589\/revisions"}],"predecessor-version":[{"id":232175,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/22589\/revisions\/232175"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media\/22616"}],"wp:attachment":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media?parent=22589"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/categories?post=22589"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/tags?post=22589"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}