On Monday (13th May, 2019), Google announced that it was getting a new Performance Planner. This is great news. Google’s Performance Planners can be make or break for campaigns and according to their data, advertisers that use the performance planner drive up to 43% more conversions.
The new Performance Planner will be able to identify the best spend amounts for your campaigns to optimise the number of conversions you get. According to Google:
If 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.
For advertisers that manage huge campaigns this is really great news as it makes campaign optimisation a lot easier.
As it stands, the planner is already a useful tool but these updates should help manage campaign spend in order to optimise conversions.
These are images from Google which show the updates in action.
As advertisers we are interested to see how the updates will help us to optimise our larger campaigns in order to effectively spread our budgets. Managing large campaigns and budgets can be overwhelming and as the Performance Planner is an already useful tool, it is great to see Google making improvements and adjustments in order to help advertisers.
N.b. any changes made in the planner are not implemented automatically and need to be changed in the campaign itself. The tool is there to guide and help advertisers but does not automatically change campaigns. This does allow you to experiement and change as many metrics as you like without affecting your campaign immediately.
The Performance Planner is one of the many tools that Google Ads (formerly known as AdWords) has to help advertisers get the most out of their campaigns. Often, advertisers overlook the extensive tools that are on offer to them and miss out on key tips and advice they can use to help get the most for their money.
Some other Google Ads tools include:
- The Ads Preview and Diagnosis tool. This allows you to see what your competition is looking like before you begin to plan and create your campaign. Competitor research is vital to any campaign and Google makes it nice and easy.
- The Keyword Planner. If you’ve used Google Ads before you should know about this one but we cannot stress enough how important it is to pay attention to the data on here.
- Audience insights. Once you have established your audience, Google Ads makes it easy for you to identify trends and patterns in your audience, making it straight forward for you to optimise your ads for your target audience.
- Bid strategies. Google Ads allows you to optimise your bid strategies manually so that you have complete control over your spending. Their bid strategies tool can help with this.
There are many more tools that Google Ads offers which you can explore here.