Performance Planner took its place in Google Ads in May 2019.

So how will Performance Planner contribute to your ads?

It is possible to achieve maximum targets thanks to the performance planner. Because the planner also evaluates your current campaign measurements and offers you different suggestions. In Google Ads Product Manager Ahmad Ismail's article, "Let's assume you have a monthly budget of 92,000 TL across 100 Search Network campaigns. “The planner makes recommendations on how to distribute that $92,000 across Search campaigns to increase conversions and reflects the results of those changes in your forecast.” You can better understand the contribution of Performance Planner to your ads with this example.

Google Ads offers you the following with Performance Planner:

Creating a plan to see the forecasts of your campaigns,

Different campaigns Researching your prediction by adjusting the settings,

Quickly applying the changes predicted by your plan.

How to Follow in the Performance Planner?

First of all, the performance targets are looked at. For each performance you create, one of the number of clicks, conversions or conversion value can be targeted.  You can choose one of these metrics and set a date range for your target. You can choose weekly, monthly, quarterly or any date range you want. Once you create these two items, the performance planner gives you an estimated performance. If the performance values ​​and target are not what you want, it is possible to change the target manually. Changes are not automatically updated like in Keyword Planner. You need to make these updates with Google Ads Editor.

Campaigns Must Be Suitable for Planning!

There are some criteria for your campaigns to be suitable for the performance planner.

The campaign must be at least 72 pages long. It must have been running for hours.

It must have received at least 3 clicks in the last week.

It must have received at least 1 conversion in the last week.

CPC, CPA targeting search campaigns. It should be.

Of course, the above items vary depending on your goal. For example; If your goal is not conversion but clicks, the conversion criterion in the third item will not concern you.

Thanks to the Performance Planner, your budget is effectively distributed among your campaigns in the plan. While doing this, your current performance, past data, and search queries are taken as basis. Thus, you will be presented with the plan “If you increase your spend by …, you will increase your click/conversion/conversion value by …”!