How to Use the Google Display Planner to Find the Best Facebook Interests

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The post below is really awesome, but also really long. If you don’t have time to read it, I’ve put together a quick 2 page cheat sheet that shows you how to use this strategy. It’s free and you can get it when you click this link.

Want to get amazing results with your Facebook ads?

Want to learn how to turn Google into your own personal Facebook ads “interest finder?”

You can do BOTH in just a few simple steps.

What Does Google Display Have to Do With Facebook Ads?

According to Internet Live Stats, there are about 40,000 search queries on Google every single second.

Do the math, and that breaks down to about 3.5 billion searches per day.

That’s not a misprint…

This is precisely why Google has been so successful getting advertisers to pony up for search and display ads.

And for those reasons listed above, it means that Google is a treasure chest when it comes to data on all types of people, industries, and topics.

This data can be used to run effective Facebook ad campaigns.

You Can Use the Google Display Planner to Find the Best Facebook Interests to Target

(Note: Finding the right people to target with my ads is part of a much larger strategy I use in my business to generate new leads and sales on a consistent basis. It’s called The Invisible Sales Matrix and you can read about it here.)

The first thing you want to do is log into your Google Adwords account.

If you don’t have one, create one. It’s free at 

Once you get inside your account, click on “Tools” and then “Display Planner.”

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Once inside, the first thing you want to do is input a keyword or website that is specific, and directly related to the topic you are running Facebook ads for.

For example, let’s assume you were selling a Paleo diet recipe book. You could put in “Paleo dinner recipes” or a similar keyword phrase.

However, what I prefer to do is put in an actual website.

So in this case, I’d go to and type in “Paleo Recipes.”

I’d then look for the first few sites that come up.

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The first website in the organic results is

I did a quick browse of the site, and sure enough, it would be the type of website my target market would visit if I was selling a Paleo recipe book.

So now I go back to the Google Display Planner and put that website in the box and click “Get ad group ideas.”

Here is the first screen I see:

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You’ll notice on this screen that there is some demographic data — including age, gender, and device usage.

IGNORE it for now.

The next thing you want to do is click “Individual Targeting Ideas.”

It’s right next to “Ad Group Ideas.”

This is where things start to get interesting:

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Google breaks down the targeting ideas into websites, mobile apps, and videos.

This entire area is a goldmine, but our focus will be on the left column.

Click where it says “231 websites” to open up the entire thing.

You’ll notice a huge list of websites:

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The is significant, because these are all advertisers in the Google network.

On top of that, Google has labeled these websites the most relevant to the initial website you put into the search box (

There are a few ways to use this data, but the first thing you want to do is open up two new windows:

1) A blank window where you can visit some of these websites.

2) The Facebook ads manager.

You Can Then Take the Data From Google & Use it For Your Facebook Ads

Once you’ve got the windows open, you want to do two things:

1) See if these websites show up as Facebook interests.

2) Check these websites to see how relevant they are to your topic.

Remember, in this example we are looking to target people who would be interested in a Paleo recipe book.

The first website is

In the Facebook ads manager, I didn’t find her actual website as an interest, but her full name came up:

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This actually looks like a good interest, because it’s not too broad, but has a decent audience size.

The next thing I want to do is visit the website

Once I get there, I see it’s all about healthy eating and nutrition.

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It doesn’t talk specifically about just Paleo, but the type of people interested in this website might also be interested in Paleo recipes.

I would probably test this interest to see what type of response I get on Facebook.

Click Here to Take the Facebook-2

When using this strategy, do NOT discount all the websites without the word Paleo. You will find some amazing websites you wouldn’t have otherwise heard of — but if you want to quickly find the websites with the word “Paleo,” you can use the find function on your computer. This would be “Control + F” on a PC and “Command + F” on a Mac.

Another tip is to sort the sites by impressions, so you see the sites with the most impressions at the top.

To do this, simply click the top of the column that says “Impr. / wk.” and the display planner will sort the websites by the ones with the most impressions.

You now have a treasure trove of potential websites you can test and target with your Facebook ads.

There’s Also a Second Way to Use the Google Display Planner to Find Facebook Interests

Let’s go back to the “Placements” section in the display planner, and instead of clicking on websites, let’s click on “videos.”

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Now we have a list of popular YouTube Channels that Google deems relevant to our initial search (

Pay close attention, because the next thing I show you is what really separates a basic Facebook advertiser from someone who really knows how to find their target audience. 

The first YouTube channel that shows up is “freelea.”

So the next thing I do is go to the Facebook ads manager and try typing in “freelea.”

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Unfortunately, Facebook doesn’t show it as an interest.

So I’m out of luck, right?

Not so fast…

I head over to Google and type in “freelea.”

I find the YouTube Channel:

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When I go to the “About” section, it tells me that “freelea” critiques popular diet programs.

Again, not specifically about Paleo, but anyone interested in this YouTube Channel must really follow diet and nutrition topics closely.

I decide to head back to Google and see if “freelea” has a website:

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Turns out “freelea” is actually “freelee,” and her website is

I head back to the Facebook ads manager:

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I’ve just found an awesome interest that encompasses a very passionate diet and nutrition fan base.

If I had just given up after searching for “freelea,” I never would have found this.

Amazingly, Google Also Gives Us Demographic Data

Remember earlier when I told you to ignore the demographics data Google was giving us?

Here’s why…

Once you find websites, videos, or other topics in the Google Display Planner, and you match them up with a Facebook interest, you can come back to the display planner and get accurate demographic data for that specific target.

Let’s take a look at what happens when I click on the “freelea (YouTube Channel) in the display planner:

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Now I have specific demographic data on that specific interest.

This means I can make some educated decisions:

Do these demographics match up with the target audience I’m trying to reach?

Do these demographics match up with the demographics from the other interests I’m targeting?

And finally…

If I do decide to go forward with this interest when using Facebook ads, what type of image, headline, and text will best speak to these demographics?

When you combine the fact that the Google Display Planner basically hands you hundreds of potential interests to target with your Facebook ads, and the fact that you get specific demographic info from each interest, it becomes obvious that the display planner is a tool you should have in your arsenal when creating Facebook ads.

Want An Easy Way to Implement This For Your Own Business?

You now know how powerful this strategy can be to finding your target audience on Facebook, and ultimately generating more leads, sales, and revenue in your business.

I’ve created a short step by step PDF, that outlines this process and makes it easy to follow along as you do your own research.

Just click the box below to get it.


Jeremy Salem is the President of SmartStep Media, a digital marketing agency, and an author, product creator and online business strategist at Digital Traffic Ace. He is also a diehard sports fan, who constantly paces around the coffee table and screams at the TV during games. Beyond that, he is well-known for paying $22 every three weeks for a haircut, even though he’s been going bald since his senior year of high school. Lastly, his “professional” photo that you see on this website was actually taken by his wife in their kitchen on a random Tuesday morning.