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:

Question: 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:

• traffic estimates for placement ideas
• historical conversion rate estimates for your keyword and placement ideas
• historical cost-per-click (CPC) estimates for your keyword and placement ideas
• traffic estimates for your keyword ideas

Answer is:

• historical cost-per-click (CPC) estimates for your keyword and placement ideas

Explanation: Every concept comes with estimates of impressions and costs from the past. Take these figures and estimates as a way to aid you in planning the details of your Display Network campaign, rather than as a forecast of the future results.

Learn more here: https://support.google.com/adwords/answer/3056153?hl=en

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