3. Take action with Performance Planner

Search Maximize Clicks or Maximize Conversions campaigns

Recommended average daily budget

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)

Search Target CPA or Target return on ad spend (ROAS) campaigns

Recommended average daily budget, Campaign-level Target CPA, or Campaign-level Target ROAS

Here are some additional factors that you should check while budget planning: Repeat the planning process monthly to find growth opportunities in Google Ads and optimize for your target metrics.

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.

Recap

In this course, you learned about the value of planning for success and how Performance Planner can help you maximize your return on investment.

What changes will Performance Planner recommend?

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 the recommendations below. These recommendations are campaign settings forecasted to help drive maximum conversions and the most efficient return on your investment for your targeted budget.

Note

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

How do I see and implement these recommended changes?

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

Performance Planner Best Practices

Use non-last click attribution conversions 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. Create multiple plans for campaigns that have different marketing objectives 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. Use the performance targets feature 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 optimization score in the Recommendations page to improve your campaigns 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"