What's new in the Google Performance Planner
To begin, let's remember that Google's performance planner is a tool that allows you to create plans to measure and project your advertising investment and, in this way, analyze how changes in your campaigns can affect results and performance in general.
This evaluation allows you to quickly implement changes based on what is prescribed in the plan you establish.
In the same way, the planner allows you to consult the performance projection of a specific campaign on a monthly and quarterly basis. You can also get suggestions that allow you to have better results in your campaigns for the same investment.
Finally, it helps you discover how your investment and performance goals are affected if you change the settings of a campaign.
In terms of performance, the performance planner takes into account billions of searches and is generally updated every 24 hours to provide the most accurate forecasts possible.
The platform then simulates relevant ad auctions across all ads, including variables such as seasonality, competitor activity, landing page, and more.
Later in the column "Conversions" located in the Google Ads performance reports section, you can forecast them according to their type. In the event that your campaigns do not have a considerable number to create a forecast, but they do have enough clicks, you can manually enter a conversion percentage in order to see the forecasts.
After running simulations and collecting data, the tool uses machine learning to optimize your forecasts. Additionally, to keep the suggested budgets as accurate as possible, the performance planner continually measures the accuracy of your projections over 1, 7, 30, and 90 day periods.
In any case, not all campaigns are suitable to carry out this type of measurement, so it is important to take into account the following parameters in order to take advantage of this tool:
Using this tool, it is estimated that on average advertisers can generate 43% more conversions to better plan their investment in Google Ads.
On the other hand, the performance planner identifies the best investment amounts in your campaigns in order to generate additional conversions. For example, let's say you have a monthly budget of $ 92,000 across 100 Search campaigns. Then the tool will recommend you how to distribute those USD 92,000 in those campaigns in order to maximize conversions and project the results of those changes in your forecast.
You can also use the planner to test other settings, such as different investment levels or other PPCs. To do this, click on different investment points to see the resulting changes in conversions.
For example, you can see the difference in the volume of conversions you could receive with a PPC of $ 12 compared to a PPC of $ 20.
Likewise, you can delve into your plan by making a forecast at the level of campaigns and allocate the investment in it accordingly. You can even add keywords to see how those new terms affect potential performance.
