Increase conversions with Performance Planner: Module 9

By planning your Google Ads budgets in advance, you can

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

1. WHY YOU SHOULD PLAN FOR PERFORMANCE WITH PERFORMANCE PLANNER

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2. HOW TO USE PERFORMANCE PLANNER

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3. TAKE ACTION WITH PERFORMANCE PLANNER

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What changes will Performance Planner recommend?

-Search Manual cost-per-click (CPC) or Enhanced CPC campaigns -Search Maximize Clicks or Maximize Conversions campaigns -Search Target CPA or Target return on ad spend (ROAS) campaigns

best practices of performance planner

-create separate plans for each marketing objective -set bids and budgets using non-last click conversions -regularly check your plan

Performance Planner Best Practices

-use non-last click attribution conversions -create multiple plans for campaigns that have different marketing objectives -use the performance targets feature -use optimization sore in the recommendations page to improve your campaigns

Performance planner process

1. 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. 2. Using Google's seasonality data and insights, Performance Planner will predict the results if you use optimal bids and average daily budgets across your campaigns to maximize the number of conversions for any future spend scenario. 3. When you choose a spend point on the blue line, Performance Planner will improve your ROI by reallocating spend between campaigns through adjusting bids and average daily budgets

How does the Performance Planner work?

Performance Planner 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

do

Review and implement changes prescribed by your Performance Planner plan.

learn

Create a new budget plan to learn the best bids and budgets for your campaigns to drive incremental conversions.

repeat

Ensure you react to external factors and optimize to the target metrics set. Use Performance Planner on a monthly basis for best results.

explore

Explore further optimizations and forecast how you can grow your business with Google Ads.

get accurate forecasts

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

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

What's the main goal of the Google Ads Performance Planner tool?

It helps you forecast and determine your budgets, while also improving your return on investment.

T/F: It's best practice to separate campaigns with different marketing objectives into different Performance Planner plans, so that spend is not reallocated between two different marketing budgets or objectives.

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What's the Google Ads Performance Planner?

a new forecasting tool that uses machine learning to reveal the possibilities for your Google Ads campaigns

how can Performance Planner drive more conversions at different spend scenarios.

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

Simulation

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

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

get accurate forecasts get the benefits of machine learning

How to use performance planner

learn explore do repeat

How often should you repeat the budget planning process?

monthly

additional factors that you should check while budget planning

seasonality market share growth

Machine learning

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

validation

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.

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 does Performance Planner forecast campaign performance?

Performance Planner 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.