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When setting up a campaign, you can use Display Planner to get an idea of the budget and bids you should set based on your:
A) traffic estimates for placement ideas
B) historical conversion rate estimates for your keyword and placement ideas
C) historical cost-per-click (CPC) estimates for your keyword and placement ideas
D) traffic estimates for your keyword ideas
Explanations:
Display Planner generates ideas for all the ways you can target the Display Network. Targeting ideas are based on your customers’ interests or your landing page. They include keywords, placements (websites, videos, mobile apps, mobile app categories), topics, interests (affinities, in-market segments), demographics (age, gender), and remarketing. Each idea comes with impression estimates and historical costs.
Each idea comes with impression estimates and historical costs. Think of these estimates and statistics as a guide to help you plan your Display Network campaign, rather than to project future performance.
Read more here: https://support.google.com/adwords/answer/3056153?hl=en
