"… Where is our Fedir on contextual advertising? That's right, what's hiding… the whole budget has been drained again, you bastard."
On May 14, Google Ads introduced a new Performance Planner tool. It will be useful for those who run several advertising campaigns and are constantly faced with the problem of budget allocation.
How the tool works
The tool offers 2 ways to allocate the budget:
- automatic;
- independent (by goals).
With automatic allocation, the planner itself shows at what budget the maximum conversion will be. This budget allocation is suitable for novice PPC specialists and those who do not like to configure advertising manually.
When dividing the budget by programmatic goals, the PPC specialist needs to independently enter the desired price per click (for example, 5 cents), and the service will independently calculate the optimal budget to achieve the goals.
*when you set all the values, the service will show a diagram with a budget distribution plan. The gray dot on the graph shows the result of the current settings, and the blue one shows the planned results after changing the cost per conversion.
The "Add new keywords" option will allow you to determine the effectiveness of the campaign after adding new keyword phrases to the ads.
*iinteractive, charts and histograms simplify working with the tool.
Using the performance planner, you do not risk your budget. All changes remain at the draft level. To put them into practice, you need to upload the file to Google Ads Editor.
How is the tool different from Keyword Planner?
The main difference is that Keyword Planner shows forecasts for a single keyword (maximum cost per click, number of conversions, average cost per click) based on the dynamics of search volume, device, and location, while Performance Planner makes a forecast for the entire campaign, taking into account the target audience, the impact of seasonality on the campaign (weekends, holidays) and location.
Developers report that the performance planner may not display traffic peaks and troughs for some campaigns.
Instead of conclusions
It is difficult to say how effective the new tool from Google is now since the forecast is based on current data, rates, and advertising campaign indicators.
The developers claim that Performance Planner is able to increase conversions by up to 43%, but we will find out in 2-3 months when the tool is tested by PPC specialists.
