Posted: 28 Jan 2022 Contributor: Ghia Marnewick
4 New Google Ads Performance Planner Updates to Simplify Your Campaign Strategy
When it comes to creating Google Ads for your business, there are a few tools that the internet giant has included in their arsenal to help make the process easier. The Performance Planner is by far one of the most helpful tools when it comes to setting up your ad campaign and to help make the process even easier, we are excited to share new google ads updates.
What is the Google Ads Performance Planner?
The main goal of the google ads performance planner is to help you create the best possible ads for your business. The Performance Planner provides businesses and marketers with valuable insight and information that can assist in creating a powerful ad. This tool can suggest changes to improve the overall performance in terms of clicks, conversions and related costs, and its newest updates are set to take it to the next level.
How Google Performance Planner works
The purpose of the performance planner is to provide accurate, reliable forecasts. This is done by:
- Researching search queries every 24 hours
- Simulating ad auctions from the last 7 to 10 days
- Collecting and analyzing other performance metrics
This information is then used to forecast campaigns and finetune the results based on real-time data.
The latest updates in Google Ads Performance Planner
For those of you already familiar with this tool, you’ll know that it can help you estimate clicks and conversions, as well as the estimated conversion cost. This is incredibly helpful when it comes to your B2B PPC campaign.
With the four new updates, you can take your performance planner strategy to new heights with even more insights. These updates include:
- Adding campaigns that were previously ineligible to the Performance Planner: This will give you a better idea of why they were rejected and what can be done to have them accepted.
- Adding more detail to their recommendations so that you have a better idea of how to structure your ads in future: This can be viewed in the "suggested changes" column. You can also add secondary metrics to your campaign to get a better idea of how the ad performed. This means that you can choose to measure both clicks and conversions instead of just one or the other.
- Adding a date range: This will show you what to expect during your campaign. This will take into consideration the time of day, week, month, or year and provide a more accurate performance estimation.
- Choosing time range: Use a historical conversation rate for a specific time range to get a more accurate estimate of what to expect for the date range you’re using in your plan.
The benefits of using the Performance Planner
The ultimate goal with the Performance Planner is to help you create a usable ad while providing insight as to how the ad is likely to perform once the campaign has gone live.
This is helpful when it comes to:
- Rethinking your strategy where necessary and budget accordingly.
- Facilitating advanced planning.
- Being able to forecast results is incredibly helpful when it comes to your marketing strategy and planning ahead.
Google Performance Planner pitfalls to avoid
While the Performance is very helpful, there are a few common mistakes out there and it’s good to know what they are and how to avoid it. This includes:
Using default targeting options: You need to be specific in your approach and know your audience. Relying on the planner alone is not advisable.
Avoiding negative keywords: This will help people find your ad, we recommend around 50 keywords for the best possible results.
Unoptimized conversions: You need to test different options to see what works and what doesn’t. Rather test out different options instead of sticking to one, you’ll be surprised by the results.
No keyword research: You need to research relevant keywords to make sure that your ad is found. While your gut may be helpful, it isn’t always correct.
Ignoring trends: If you aren’t on top of the latest trends, you cannot create your ad to meet them. So, set alerts and stay up to date.
What these updates mean to businesses
Simply put, it gives you more insight and control over your planned ad campaigns. You can now add multiple campaigns to the planner, make changes where necessary and even use a date range for more accurate estimations. More insight means a greater chance of accurate results which can help you determine if your next ad campaign is worth the effort and costs involved or not.
The bottom line
Predictability and accurate budgets can help prevent some rather unwelcomed reactions. If you aren't already using Performance Planner, you may want to look into it sooner there than later. It will help you make the most of your paid advertising and paint a better picture of what you can expect.