Key Takeaways
- Google Ads offers more than just the Keyword Planner; explore the Performance Planner and Reach Planner for budget forecasting and campaign scaling.
- Performance Planner is a go-to tool for predicting how budget changes impact key metrics in search and display campaigns.
- Reach Planner is essential for estimating reach and conversions in video campaigns, particularly on YouTube.
The Role of Performance Planner in Campaign Scaling
Most advertisers barely scratch the surface of Google Ads, stopping at the Keyword Planner. However, Performance Planner offers considerable depth in modeling how budget alterations could shift results. It aids marketers in predicting the outcomes of budget changes across Search and Display, providing daily refreshed forecasts based on recent data.
Creating a Performance Plan: A Step-by-Step Guide
Not every campaign qualifies for Performance Planner forecasting, and understanding the eligibility criteria is essential. Key considerations include bid strategy, runtime, conversion counts, and budget status. The tool suggests plans for campaigns, offering insight into the potential impacts of budget increases without the need for creating full-scale plans.
Diving into the Reach Planner: A Different Beast
Unlike its counterpart, Reach Planner focuses on video campaigns, providing reach, views, and conversion forecasts grounded in Google’s Unique Reach Methodology. This tool is indispensable for allocating ad budgets effectively across video campaigns, especially on YouTube.
How to Build a Reach Planner Forecast
Setting up a campaign plan in Reach Planner involves selecting your preferences such as location, demographics, devices, and frequency caps. It allows you to fine-tune your audience targeting by choosing from a variety of segments including in-market and custom audiences. The newer option of advanced plans offers an opportunity to forecast a mix of video campaign types.
Optimum Planner Utilization in Your Advertising Strategy
Incorporating both Performance Planner and Reach Planner into your strategy elevates your approach from basic keyword planning to informed budget allocation. They ensure that you’re not just reacting to trends but driving them actively.