Create a plan with Performance Planner

Performance Planner is a tool that lets you create plans for your advertising spend, and determine how changes to campaigns might affect key metrics and overall performance.

This tool determines the best opportunity for your plan by modeling the best budget allocation across your campaigns.

This article explains how to create a plan, check performance forecasts, and implement your plan. You'll also have the option to adjust your plan's conversion rate to check how it may impact performance.

Note: Performance Planner is available for Search, Shopping, Display, App, Video, and Local campaigns.

Instructions

1. Create a new plan

Create plan

  1. Sign in to your Google Ads account.
  2. Click the Tools & Settings icon Google Ads | tools [Icon] in the top-right corner, and then select Performance Planner.
  3. Click Create a plan, and then click Continue.
    • If you already have a plan set up, click the plus button to create a new plan.
  4. Select the campaigns you’d like to include in your plan.
    • It’s recommended that you choose campaigns that drive towards the same goal. Performance Planner works best by shifting budgets between multiple campaigns and optimizing for the campaigns that are expected to drive a higher return on investment.
    • Campaigns are unforecastable if they don’t meet the requirements. You can exclude these campaigns from your forecast or you can include them by adding cost and conversion amounts for past performance during a selected date range.
    • If you're planning Shopping campaigns and have multiple Merchant Centers, select one Merchant Center to filter for campaigns with that Merchant center.
  5. Click Next.
  6. Enter the date range and the key metric you’d like to display results for (for example, clicks, conversions, or impressions).
  7. Optional: Enter a target (for example, spend, impressions, or cost per acquisition) for your plan. Entering a target lets Performance Planner move around your potential spend to help you achieve it.
  8. Click Continue to be taken to your plan forecast page.

Draft plan page

Once you’ve created a plan, you’ll be taken to the "Draft plan" page, where you’ll find an overview of your plan. Make changes to your spend to find out how your campaigns might perform.

Note: You can use Performance Planner to get forecasts, but no changes will take place in your Google Ads account unless you make those changes yourself.

2. View forecast

View and compare your forecast performance

Forecast graph

The forecast graph shows how changes to your overall spend could affect the performance of all of the campaigns that you selected for your plan. Click around in the graph to change the spend and observe how those changes might affect the potential performance of your campaigns.

Note: Forecast graph metrics apply to all of the campaigns you selected when you created your plan.

An infographic describing how you can check your campaign spend on the forecast graph.

Individual campaign forecast table

The table that appears under the forecast graph shows statistics broken down by individual campaigns. Each row shows a forecast for the relevant campaign’s impressions, spend, conversions, average CPA, plus suggested changes to improve that campaign’s performance. Columns with metrics can be expanded to show more detail. Under each metric, you’ll find the following columns:

  • “Planned”: The selected campaign’s potential performance if you implement the suggested settings of your plan.
  • “Existing”: The selected campaign’s potential performance if you continue with your existing campaign settings.
  • “Diff.”: The difference between the “Planned” and “Existing” metrics.

To adjust the parameters for individual campaigns, click the specific campaign you want to change, and then use the side panel of results to make changes.

In addition to key metrics, you can add secondary metrics to the forecast graph such as Conversion Value, ROAS, Impression Share, Store Visits, Cost per Store Visit, Store Visit Value, and Store Visit Value / Cost.

  • To add secondary metrics to your campaign forecast graph, click the Metrics drop-down and tick the boxes next to your desired secondary metrics.
  • To add secondary metrics to your campaign forecast table, click the Column iconA picture of the Google Ads columns icon and add one or more secondary metrics.
  • After selecting your secondary metrics, you can also toggle the “Show Everywhere” button to display your secondary metrics on both the forecast graph and table.

An animation describing how you can select the columns section of the campaign forecast table to show more details.

Campaign side panel

Click a specific campaign in the table to reveal the side panel of results for that campaign. The side panel contains a forecast graph and other performance and budget metrics.

An animation describing how you can click on a campaign to show the side panel, which displays the forecast graph and other metrics.

Depending on your campaign's bidding strategy, network, and other settings, you may be able to change some of the planned campaign settings in the side panel. For example, you may want to adjust your campaign’s spend, or add keywords, sitelinks, or search partners to find out how those changes might affect your campaign’s performance.

Note: Campaign changes can be forecasted only in the side panel for plans with 20 campaigns maximum.

Compare

Click Compare at the top of the overview page to compare your forecast with previous time periods.

3. Review and implement your plan

Review and implement plan

You can plan your monthly and quarterly budgets to make sure you're getting the most out of your campaigns. Before you start, make sure you’ve created a plan using the steps above.

You can find the suggested daily budget amount in the “Suggested changes” column of your plan.

An illustration highlighting the suggested changes section from the campaign forecast table to improve your campaign

You can implement these suggestions through Google Ads Editor or by manually editing your budget. Learn more about editing your campaign’s budget

To review and implement your plan using Google Ads Editor:

  1. Sign in to your Google Ads account.
  2. Click the Tools & Settings icon Google Ads | tools [Icon] in the top-right corner, and then select Performance Planner.
  3. Click a plan that you want to review and implement.
  4. In the top-right corner, click the download icon A picture of the download icon for Google Ads and Merchant Center.
  5. Choose Ads Editor file (.csv).
  6. Follow the instructions in Import a CSV file into Google Ads Editor to review and implement your plan.

4. Adjust your conversion rate to check the impact on forecasts (optional)

If you expect changes to conversion volume, you can manually adjust conversion rates on your campaigns to check the impact on your forecast. You can adjust the conversion rate of individual or multiple campaigns within an existing plan:

  • New plan: Match your conversion rate to that of a similar period in the past.
  • Individual campaign: If you know how conversion rates might change for a specific campaign.
  • Multiple campaigns: Simulate how changes to your conversion rates will impact your overall plan.

Adjust rate on new plan

Adjusting your rate for a new plan may be helpful if you want to check how your performance compares to a similar period in the past. For example, if you run a sale every May, you might want to check how your plan will perform based on conversion rates from last May.

  1. Sign in to your Google Ads account.
  2. Click the Tools & Settings icon Google Ads | tools [Icon] in the top-right corner, and then select Performance Planner.
  3. Click the plus button to create a new plan.
  4. Select Conversions or Conversion value as the metric to forecast in your plan.
  5. Select the period you want to base your plan’s forecast on, for example, the last 7, 30, 90 days, or the same period last year.

Adjust rate for individual campaign

  1. Sign in to your Google Ads account
  2. Click the Tools & Settings icon Google Ads | tools [Icon] in the top-right corner, and then select Performance Planner.
  3. Click the plan in which you’d like to adjust your conversion rate.
  4. Go to the Plan page and scroll down to the campaign table.
  5. Click the pencil icon Edit next to “Average conversion rate”.
  6. In the editor panel on the right, enter a new “Forecasted conversion rate”, select a date range for a “Historical conversion rate”, choose a “Scaled conversion rate”, or enter a “Custom conversion rate” for that campaign.

Adjust rates across multiple campaigns

  1. Sign in to your Google Ads account.
  2. Click the Tools & Settings icon Google Ads | tools [Icon] in the top-right corner, and then select Performance Planner.
  3. Click the plan in which you’d like to adjust your conversion rate.
  4. Click Adjust on the conversion rate banner.
  5. You can adjust your conversion rates in two ways:
    • Scale conversion rates across campaigns: Enter the percent amount you expect your conversion rate to increase or decrease. For example, if you adjust your rate by +50%, a campaign with a forecasted rate of 5% conversion rate will increase to 7.5%.
    • Set a new conversion rate to apply across campaigns: Enter a new conversion rate.
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