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Why Should Your Business Use a Performance Planner?

performance planner

Customer schedules, routines, and behaviors are changing more quickly than ever. Due to this progression, advertising must devise fresh strategies to satisfy customers’ evolving needs.

For this reason, Google released a product called performance planner that focuses on budget planning for advertising.

Despite having less time, advertising today has more jobs to accomplish than ever before. 

To help you do tasks quickly, adapt to changes, and grow your business, Google is always offering improved tools and automated solutions.

Google performance planner

Your ad budget may be planned using the performance planner tool. You can examine how alterations to campaigns could affect important metrics and general effectiveness.

This effective tool predicts how campaigns will affect clicks and conversions. Its predictions are based on billions of searches and 24-hour updates to auction data. Additionally, it determines the appropriate marketing budget to use in order to acquire incremental conversions and conversion rates.

Using the performance planner feature, Google has often seen marketers get up to 43% more conversions. You may determine the anticipated monthly and quarterly performance of your campaign with this tool. Additionally, you may receive suggestions to improve campaign performance for the same amount of money spent.

google performance

                                 Source: https://lh3.googleusercontent.com/

How does it work?

The tool simulates relevant ad auctions using a huge number of search queries and is typically updated every 24 hours.

By including elements like seasonality, rival activity, landing sites, etc, it encourages relevant ad bidding during the previous 7–10 days. It then estimates conversions based on the various conversion rate categories displayed in the “Conversions” or “Conversion rate” column of your Google Ads performance reports.

Some ways how it can increase your campaign ROI

Today’s consumers anticipate a smooth interaction with your company. The performance planner might be useful in this situation. 

It enables you to keep a close eye on your account’s performance and offers suggestions based on shifting consumer wants and industry trends.

Your customers must be able to depend on your company given the escalating level of online competition. Making the most of your advertising money is possible with the help of the tool. 

The program determines the best offer by factoring in the likelihood that a user will convert.

You may use this to fulfill client requests and cut back on unnecessary expenses.

To increase the return on investment of your campaign, you may also utilize this tool to anticipate a variety of expenditure levels, performance benchmarks, and conversion goals.

You may benefit from Google performance planner in a number of ways, including:

Campaign optimization in real time

Today’s advertising must perform above expectations while working with constrained time and resources. You may balance these constraints with the use of smart bidding. It gives you the chance to save time and automatically get more performance out of every dollar you spend.

You may build, oversee, and manage your portfolio bid strategies across accounts using the planner at the manager account level. You may immediately increase performance across those accounts by integrating campaigns from many accounts into one portfolio.

As a consequence:

  • status updates
  • detailed performance statistics 
  • and top signals can help you gain a better understanding of how your bid strategy functions. 

This makes it simpler for you to comprehend why clicks, impressions, expenses, and conversion rate change in order to achieve the desired ROI.


You must adjust to the cyclical tendencies if you want to build a long-lasting and successful firm. Only by organizing your marketing effort in advance is this feasible. Pay-per-click management increases holiday season sales conversion rates while preventing overpaying in a competitive market.

You cannot just base your ad bids on your 30-day conversion and conversion rate history. 

You may find the differences that occur monthly, weekly, or even daily by looking at your sales history. To maximize the ROI of your campaign, you might also need to micro-segment your PPC data in order to find these insights.


Several brands are impacted by seasonal ups and downs. This is now taken into account by Google’s performance planner when making forecasts. Seasonality will be taken into account for any time frame you select for a prediction. 

The predictions made by this tool are based on Google’s historical search queries for comparable time periods, regions, and categories from previous years, as well as year-over-year increases.

Rivalry and competition

You need to have a crystal-clear understanding of the state of the market when creating an advertising strategy. 

Consider researching the viability of a local PPC approach for your specific business if your brand reaches several areas inside a single nation.

You may use the tool to see how competitive your sector is. You may use it to identify the most advantageous and cost-effective locations to promote your goods or service. 

This tool may be used to thoroughly assess the market.

Additionally, you may view the most costly and well-liked terms associated with your brand in a certain region. The most costly but not necessarily the most popular keywords may also be found.

Raising key indicators

Growth is a crucial statistic for startups that determines their destiny. Early-stage businesses with little budgets rely on rapid, huge growth. 

Due to the startup culture, everyone frequently has to employ analytical, accessible, inventive, and creative methods to drastically boost their ROI.

With the aid of a performance planner, businesses can draw in and keep customers by regularly updating their offerings. 

It may be used to gather consumer feedback, allowing you to constantly assess your progress.

You may simultaneously sell your product to generate ongoing growth and monitor the outcomes of those efforts. You may use the planner to compare outcomes to earlier periods and make plans to increase the ROI of your campaigns, such as conversion rate or impressions.

New possibilities in the market

In a market that is always changing, it can be particularly difficult to keep up with client demand fluctuations. 

To respond to these changes, the performance planner offers targeted, real-time advice. You might use it to investigate fresh possibilities for your marketing.

You can optimize the utilization of your resources with the aid of a performance planner. You may use it to better analyze seasonal highs and lows, plan your advertising budget, manage budgets across campaigns and boost conversion rate.

Performance evaluation

It’s critical to regularly monitor your performance in a volatile market. You may track your campaigns in real time using the tool. It makes it easier for you to respond quickly no matter where you are.


In order to make this tool helpful, Google continues to invest in new features and responds to user input. It seeks to tailor the tool so that it works alongside your marketing initiatives.

This tool allows you to:

  • On the Overview tab, look into company-wide trends and performance details for all of your accounts.
  • Use optimization score to prioritize ideas across all of your accounts and improve performance at scale and increase conversion rate.
  • Manage campaigns and assess account-level performance.
  • It simulates relevant ad auctions to give you an understanding of your campaigns’ anticipated success and to offer suggestions on how to make ads more effective for the same budget.

Make plans in the most effective way

The variances in consumer behavior are leading to the emergence of a number of new growth opportunities in search.

By presenting you with a performance plan with anticipated clicks, conversion rate, and conversion values based on different spend levels and ROI objectives, the tool takes the guesswork out of the process.

This tool is now available for planning search campaigns with shared budgets. It’s a terrific approach to make sure your budgets are set appropriately to take advantage of fresh search growth opportunities. If you need guidance to get started with a performance planner, expert advice is available aplenty.


Google can provide information on three important parameters, namely conversion rate, cost per acquisition, and spending when you develop a strategy. 

Google will forecast how changing any of these three factors would affect the effectiveness of your marketing campaign. 

The key performance indicators (KPIs) change in real-time, and before taking any action, Google shares the information with you.

What is performance planner?

Google performance planner that focuses on budget planning for advertising. You can examine how alterations to campaigns could affect important metrics and general effectiveness.

How does it work?

The tool simulates relevant ad auctions using a huge number of search queries and is typically updated every 24 hours.

How it can increase your campaign ROI?

It enables you to keep a close eye on your account's performance and offers suggestions based on shifting consumer wants and industry trends.

Ekta Chauhan

Ekta Chauhan

Ekta is a seasoned link builder at Outreach Monks with six years in the digital marketing trenches, specializing in the SaaS niche. Professionally, she’s a wizard at navigating multiple niches with finesse. On the personal side, despite her calm and quiet nature, don't be fooled—Ekta's creativity means she’s probably plotting to take over the world.


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