When it comes to internet marketing, one of the most significant issues which still remain is the amount of money that needs to be spent on an advertising campaign to get the desired results.

So Google Ads has finally come up with a solution in the form of a brand new tool by the name “Performance Planner” which helps in planning the advertising budget and see how changes made to campaigns affect your key metrics and overall performance (although the tool, won’t tell you how much to start with).

Google states that Performance Planner will help advertisers get up to 43 percent more conversions from Google Ads.

The tool’s primary focus is to drive more traffic and increase the number of conversions by identifying the best fit budget for your advertising campaign.

Ahmad Ismail, Google Advertising Product Manager, explains:

“Suppose you have a $92,000 monthly budget across 100 Search campaigns. The planner will recommend how to distribute that $92,000 across those Search campaigns to maximize conversions and project results from these changes in your forecast.”

 

The Performance Planner may create projections based on alterations, such as CPAs and different ad spends. Click on various spend points to find the changes in the number of conversions.

With Performance Planner, an advertiser can see how much he/she is spending on the campaign. They can allocate different budgets to different campaigns. They can even add keywords and check how it would affect their campaign’s performance.

An article added by Google on its official Google Ads Help page states that:

“Performance Planner takes into account billions of search queries and is usually updated every 24 hours. Performance Planner then simulates relevant ad auctions in aggregate, including variables like seasonality, competitor activity, landing page, etc. It then forecasts conversions based on the conversion types in the “Conversions” column of your Google Ads performance reports.”

Eligibility Criteria To Use Performance Planner In Campaigns

• Campaigns that have been run by advertisers for at least 72 hours.
• Campaigns run by advertisers that have received at least 3 clicks in the past 7 days.
• Campaigns run by advertisers that have received at least one conversion in the past 7 days (if the campaign’s goal initially was to drive conversions).
• Performance Planner is only available to Search campaigns that use a Manual CPC, Enhanced CPC, Target CPA, Maximize Clicks and Maximize Conversions as their bidding strategies.

Lastly, to be able to apply changes in the performance planner, advertisers will have to use Google Ads Manager as the changes made in the planner are not automatically implemented.