The new Performance Planner that was posted about yesterday is now available for Google Ads. The tool will help advertisers understand how to allocate a set monthly budget across all of their campaigns based on Google’s projections for maximizing incremental conversions or other advertising goal.

Performance Planner was one of the new products talked about at Google Marketing Live on Tuesday.

Advertisers can play with other inputs, like CPA and spend and new keyword to see Google’s projected impact on results.

You can create a budge plan with either clicks or conversions as the key metric. There’s even the option to choose a target: clicks, spend or average CPC if you select clicks as the primary metric, or conversions, spend or average CPA when conversions is your key metric.

If yo go to the Compare tab, you can see how your current settings and your planned settings are predicted to stack up against past performance. The time range of the past performance period can be changed.

As said before in the previous post, this is just a planning tool. You won’t be able to implement changes like you can in Keyword Planner, as an example. Rather, you have to download the changes and upload the file into Google Ads Editor.

Campaigns must meet the following criteria to be eligible for forecasting. The tool will notify you when campaigns are not eligible.

  • Have been running for at least 72 hours
  • Have received at least 3 clicks in the last 7 days
  • Have received at least one conversion in the last 7 days (if the campaigns focus on conversions)
  • Are Search campaigns that use a manual cost-per-click (CPC), enhanced CPC, target cost-per-action (CPA), maximize clicks, or maximize conversions bidding strategy.

Google uses both campaign history and auction data to in its forecasting. Also:

  • Forecasts are directional and are updated every 24-48 hours.
  • It takes holidays and other seasonal traffic into account depending on business type and location.
  • Forecasts are more accurate the closer they’re generated to the start date
  • Google notes on the help page that if your campaigns don’t have enough conversion data to create a forecast, but have enough clicks, you can manually enter a conversion rate to see conversion forecasts.

SourceGinny Marvin