Google Display Ads: Part 6: Increase Conversions with Performance Planner

 1. Why you should plan for performance with Performance Planner

- Understand the future spend potential of current Google Ads campaigns to help drive budget decisions

- Take advantage of seasonality to capture incremental opportunities 

- Set optimal bids and budgets across your campaigns to help ensure that ROI performance is maximized

- Find new opportunities to grow your sales volumes with Google Ads

2. What's the Google Ads Performance Planner?

--> new forecasting tool that uses machine learning to reveal the possibilities for your Google Ads campaigns. 

3. How does the Performance Planner work?

- Determines the optimal bids and average daily budget allocations across all of your campaigns to help increase the number of conversions. 

4. How does Performance Planner forecast campaign performance?

-  Forecasting:  made up of billions of searches per week — powers our forecast engine.

- Simulator: engine simulates relevant ad auctions with query level variables, including seasonality, clickthrough rate, competitors, landing page, and time of day.

-  Machine learning:  fine tune forecasts and achieve a higher level of accuracy

- Validation:  forward and backward measurements of accuracy for thousands of campaign samples — across one, seven, 30, and 90 day periods

5. Why use Performance Planner in Google Ads over traditional forecasting methods?

- Get accurate fore cast

- Get benefit of machine learning.

6. How to use Performance Planner

- Learn: create new plan to learn best bid.

- Explore: optimization and forecast

- Do: Review and implement change

- Repeat: user monthly basic to get best result.

7. Take action with Performance Planner

What changes will Performance Planner recommend?

- Search Manual cost-per-click (CPC) or Enhanced CPC campaigns: Recommended average daily budget and campaign bid scaling

- Search Maximize Clicks or Maximize Conversions campaigns: Recommended average daily budget

- Search Target CPA or Target return on ad spend (ROAS) campaigns: Recommended average daily budget, Campaign-level Target CPA, or Campaign-level Target ROAS

8. Performance Planner Best Practices

- Use non-last click attribution conversions:  forecasts for conversion types that are activated for the Include in Conversions setting in the Conversions column.

- Create multiple plans for campaigns that have different marketing objectives: separate campaigns with different marketing objectives into different Performance Planner plans, 

so that spend isn't reallocated between two different marketing objectives.

- Use the performance targets feature: continually track and optimize performance and receive alerts and recommendations when a campaign isn't on track. 

- Use optimization score in the Recommendations page to improve your campaigns: used as guidance to ensure seasonality and budget reallocation are accounted for future periods

- Additional factors: 

- Seasonality: Take advantage of seasonal trends throughout the year.

- Market share: Get ahead of fluctuating auctions due to activity from other businesses and other external factors.

- Growth: Use Performance Planner to compare previous periods and see a forecast of the growth possibilities you can drive using Google.