Increase Conversions with Performance Planner

List four components of the Google Performance Planner.

*Forecasting *Simulation *Machine learning *Validation

List three reasons why Google Ads campaigns should be planned and optimized on at least a monthly basis.

*Seasonality, *fluctuating auctions, and *competitors

How to use Performance Planner (four steps and descriptions)

1. Learn: Create a new budget plan to learn the best bids and budgets for your campaigns to drive incremental conversions. 2. Explore Explore further optimizations and forecast how you can grow your business with Google Ads. 3. Do: Review and implement changes prescribed by your Performance Planner plan. 4. Repeat: Ensure you react to external factors and optimize to the target metrics set. Use Performance Planner on a monthly basis for best results.

Once you use Performance Planner to create a plan with the target date, campaigns, budget, target conversion volume, and target cost-per-acquisition (CPA) for upcoming periods, the tool will provide one of three recommendations. These recommendations are campaign settings forecasted to help drive maximum conversions and the most efficient return on your investment for your targeted budget. List and describe the three recommendations.

1. Search Manual cost-per-click (CPC) or Enhanced CPC campaigns: Recommended average daily budget and campaign bid scaling (1.5 scaling means + 50% bid scaling) 2. Search Maximize Clicks or Maximize Conversions campaigns: Recommended average daily budget 3. Search Target CPA or Target return on ad spend (ROAS) campaigns Recommended average daily budget, Campaign-level Target CPA, or Campaign-level Target ROAS

Optimal budgets and bids are crucial to getting the most of your marketing budget. List and describe four ways that Google's Performance Planner can drive more conversions at different spend scenarios.

1. The additional conversions you can generate at the same spend using Performance Planner. 2. The incremental number of conversions you can achieve and maximum amount you can spend without diminishing returns (maintain your current CPA) 3. The incremental number of conversions you can achieve and maximum amount you can spend at your desired target CPA goal (in order to remain profitable) 4. Additional spend and resulting conversion scenarios at higher target CPA goals (reduce profitability to increase total conversion volume)

By planning your Google Ads budgets in advance, you can...(three parts)

1. Understand the future spend potential of current Google Ads campaigns to help drive budget decisions 2. Take advantage of seasonality to capture incremental opportunities 3. Set optimal bids and budgets across your campaigns to help ensure that ROI performance is maximized 4. Find new opportunities to grow your sales volumes with Google Ads

Which of the Performance Planner Best Practices does this describe? "It's a best practice to separate campaigns with different marketing objectives into different Performance Planner plans, so that spend isn't reallocated between two different marketing objectives. Instead, consider grouping campaigns by marketing goal or budget. For example, you could split consideration and intent-focused campaigns by separating generic search campaigns (such as a campaign containing keyword "suv sale") and brand search campaigns (such as a campaign containing keyword "buy Landriver suv") into separate plans."

Create multiple plans for campaigns that have different marketing objectives

Which of the Performance Planner Best Practices does this describe? "Don't add all brand and generic campaigns into the same plan. That's because different campaigns often have different marketing objectives. Incremental conversions are achieved by creating separate plans for each marketing objective."

Create separate plans for each marketing objective

True or False: Another term for the Performance Planner is the Recommendations page.

False (Performance Planner is different from the Recommendations page. On the Recommendations page, you can apply optimization suggestions to help improve your campaigns. Whereas Performance Planner is your go-to tool for deciding the budget required to help reach your marketing goals.)

List and describe two reasons to use the Performance Planner.

Forecasts are based on Google data and your account's historical performance, and then validated using machine learning. That means Performance Planner plans are more likely to hit KPIs than prior estimation methods.

Forecasting (one of four components of the Google Performance Planner)

Google Search ad auctions — made up of billions of searches per week — powers our forecast engine.

Intro (not a question) Planning is the crucial first step to achieving success with Google Ads. Digital marketing is constantly evolving, which helps businesses like yours connect with more customers. By planning your Google Ads budgets on a monthly basis in advance, you can help ensure that when people need products or information, your ads can meet them at the right time to help maximize conversions and achieve your key performance indicators (KPIs).

Intro (not a question)

Notes (not a question)

Notes (not a question) You can manually apply these suggestions through the Google Ads campaign management interface, or you can download a Google Ads Editor file and upload to Google Ads Editor to see and action the recommended changes.

Simulation (one of four components of the Google Performance Planner)

Our forecast engine simulates relevant ad auctions with query level variables, including seasonality, clickthrough rate, competitors, landing page, and time of day.

Get the benefits of machine learning.

Performance Planner helps you discover the best bids and budgets so you can drive the most conversions for any spend scenario.

How do I see and implement the changes recommended by the Performance Planner?

Performance Planner provides a CSV download with the recommended bid scaling, Target CPA, Target ROAS, and average daily budget amounts.

Which of the Performance Planner Best Practices does this describe? "Forecasts improve when plans are generated closer to the actual run date. Make sure to regularly check back on your plan before implementing it."

Regularly check your plan.

List and describe three factors to check while budget planning.

Seasonality - Take advantage of seasonal trends throughout the year. Market share - Get ahead of fluctuating auctions due to activity from other businesses and other external factors. Growth - Use Performance Planner to compare previous periods and see a forecast of the growth possibilities you can drive using Google Ads.

Which of the Performance Planner Best Practices does this describe? "By default, Performance Planner will forecast conversions based on what's included in the Conversions column in your Google Ads front end. To allocate budgets that drive incremental conversions, set bids and budgets using non-last click conversions in your Conversions column."

Set bids and budgets using non-last click conversions.

Tip (not a question): Based on 250 random Google Ads Customer IDs*, Performance Planner highlighted how to find an average 43% increase in conversions — for the same investment — by reallocating bids and budgets between campaigns. It's also been seen to highlight how to grow conversions by 80% for the same CPA (no diminishing returns).

Tip (not a question):

True or False: Performance Planner is a planning tool and does not optimize in the Google Ads front end toward forecasted KPIs.

True. (Unpredictable external factors in a dynamic auction environment can mean Performance Planner forecasts may have discrepancies, so it's important to continually monitor performance and optimize toward performance targets.)

Which of the Performance Planner Best Practices does this describe? "Performance Planner forecasts for conversion types that are activated for the Include in Conversions setting in the Conversions column. To allocate budgets that drive incremental conversions, include non-last click attribution conversions in the Include in Conversions column."

Use non-last click attribution conversions

Which of the Performance Planner Best Practices does this describe? Performance Planner is used for forecasting future periods and recommendations in Performance Planner can be used as guidance to ensure seasonality and budget reallocation are accounted for future periods so you can prevent your campaigns from becoming "Limited by Budget"

Use optimization score in the recommendations page to improve your campaigns

Which of the Performance Planner Best Practices does this describe? "Unpredictable external factors in a dynamic auction environment mean that Performance Planner forecasts may have discrepancies. As a result, it's important to continually track and optimize performance. Use the performance targets feature to monitor targets set in Performance Planner and receive alerts and recommendations when a campaign isn't on track."

Use the performance targets feature

Validation (one of four components of the Google Performance Planner)

We perform forward and backward measurements of accuracy for thousands of campaign samples — across one, seven, 30, and 90 day periods — to ensure we're making valid recommendations.

Machine Learning (one of four components of the Google Performance Planner)

We use machine learning to fine tune forecasts and achieve a higher level of accuracy.

How does the Performance Planner work?

________ determines the optimal bids and average daily budget allocations across all of your campaigns to help increase the number of conversions you can achieve for any future spend scenario. Performance Planner will generate a forecast of what your campaigns will achieve for a future period, if you make no changes to your current campaigns.

Why use Performance Planner in Google Ads over traditional forecasting methods?

________ highlights growth opportunities for your Google Ads always-on campaigns. Having the optimal budgets and bids is crucial to making the most of your marketing budget and growing your business with Google Ads.

What's the Google Ads Performance Planner?

________ is a new forecasting tool that uses machine learning to reveal the possibilities for your Google Ads campaigns. With this tool, you can explore forecasts for your upcoming monthly, quarterly, and annual budgets for current campaigns, while also helping to improve your return on investment.

How does Performance Planner forecast campaign performance?

________ uses a combination of account history and machine learning to power forecasts. In Google Ads tools, forecasts must meet a certain level of accuracy. As a result, the confidence interval of these forecasts is likely greater than that of other available forecast tools.