Google introduces a new planning tool in Google Ads for performance campaigns

Google this week introduced a Performance Planner in Google Ads. The Performance Planner is a planning tool that identifies spend amounts to drive incremental conversions. According to Google, Performance Planner is based on billions of search queries, and is updated every 24 hours.

Ahmad Ismail, Product Manager at Google Ads, wrote that if an advertiser has $92,000 monthly budget across 100 Search campaigns, the Performance 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.

Advertisers can also introduce adjustments on Performance Planner, like different spend levels and CPA goals. Performance Planner gives forecasts across 1-, 7-, 30-, and 90-day periods.

Changes on the Performance Planner are not automatically implemented. Advertisers can implement the changes by downloading a file for the Google Ads Editor.

Eligible campaigns for the Performance Planner

• 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.

Ineligible campaigns for the Performance Planner

• Have been deleted
• Are using shared budgets
• Are not using a manual cost-per-click (CPC), enhanced CPC, or target cost-per-action (CPA) bid strategy
• Have been changed to meet the eligibility requirements, but have been running for less than 7 days with the new settings applied.