Digital Marketing

Google brings new updates to its Performance Planner tool

February 11, 2022

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Back in 2019, Google had launched its Performance Planner tool within Google Ads to help its users to create plans for their advertising needs and to assess how certain changes to campaigns and strategies can affect key metrics and overall performance. Recently, Google has brought more updates to the tool for managing multiple campaigns and making necessary changes.

What does the Planner do?

According to Google, the Performance Planner tool has created accessibility to forecasts for multiple campaigns. It also allows exploring multiple outcomes by changing the campaign settings and it allows the user to understand and analyze opportunities seasonally. It is refreshed daily and is based on the last 7-10 days. Moreover, the Planner helps to manage budgets across multiple accounts and campaigns.

The advantages of this tool are many but in short, it will help the user review and reflect on the campaigns’ projected monthly and quarterly performance. It will also give an insight into how the outcome would be affected by changes in the campaign and will give suggestions for better performance.

What are the new updates?

The latest updates Google has brought to the tool are :

  • It lets you add more campaigns. Google has now made it possible to add previously ineligible campaigns to the plan by using past performance or by adding manual forecasts across your whole account. Campaigns that have been deleted, running less for ten days, or are in an experimental or draft stage were previously included in this list.
  • Introducing the “Suggested changes” column. The new updates include adding a new column named ‘suggested changes’ to help understand Performance Planner recommendations in a more elaborate way. It will display the suggested bid and budget recommendations for each campaign.
  • It lets you add secondary metrics. With this update, users can easily comprehend the impact on performance beyond key metrics. For example, if you create a plan to maximize conversions, you can now also add a column that shows the changes to clicks as well.
  • It lets you choose a specific time range for the historical conversion rate. What this means is that you can choose a historical conversion rate closer to your expected date range for your plan.

Thanks For Reading !

Author - Rithik Valsan

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