how to work with the tool – ppc.world

The Results (Performance) Planner is a fairly new tool in Google Ads that helps professionals assess budget changes and understand how they will affect campaign performance. With it you can:

  1. Determine the level of spending required to achieve the desired results for clicks, conversions, or conversion value.

  2. Understand how best to allocate budget between campaigns in order to achieve the required KPIs.

  3. Take advantage of more granular settings for each campaign. For example, add keywords and see how the metrics change.

The tool does not work with all strategies and campaign types. Basic requirements for campaigns:

  • activity not less than 72 hours;

  • not less three clicks in the last seven days;

  • received at least one conversionI for the last seven days;

  • campaigns with strategies: Manual CPC, Optimized CPC, and Target CPC.

This completes the rewriting of the text from Google Help. Detailed instructions with information “where to click” can be studied in permiss.

Let’s consider real situations when it is possible to apply the tool, and analyze what it offers us.

Here are a few goals that you can accomplish with the Result Planner:

  1. Determine options for increasing the budget during the seasonal peak, while maintaining an acceptable CPA.

  2. Understand growth reserves in campaigns for which it is impossible to see forecasts even in Keyword Planner due to special settings:

    • Search campaigns that target specific customer audiences

    • dynamic search campaigns.

  3. Distribute your budget between campaigns to get more conversions.

Let’s take a closer look at each goal.

Allowable budget increase when demand grows

Determine the optimal budget increase during the seasonal peak while maintaining the permissible CPA within 100 UAH.

Forecast period: March – August 2020.

Conversions: shopping on the site.

We select the required campaigns and fill in the fields to create a new plan. In this case, the forecast period is March – August 2020. This is the period of greatest demand in the analyzed niche of goods. We do not select the target yet, it can be specified later.

Choosing a period, indicator and goal for creating a new plan

Click on the button “New plan” and see what the system offers. By default, the current settings (indicators) for the last six months are shown: expenses, CPA, conversions. You can also see that three campaigns are not included in the plan, as there are not enough conversions for the forecast. The system offers to specify the conversion rate to calculate the number of conversions.

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Current settings (indicators) in the plan
Current settings (indicators) in the plan

At the bottom of the page, under the graph, we indicate the conversion rate for the “dropped” campaigns.

Campaigns that require a conversion rate
Campaigns that require a conversion rate

When you click on each campaign, you are prompted to select a conversion rate manually, either from the last six months, or from the same period as forecast but last year. In our case, it is more logical to choose the indicator of the last year. And we do this in each campaign to add them to the plan.

Specifying the conversion rate for each campaign
Specifying the conversion rate for each campaign

Next, we select the indicator for the graph. It is important for us to focus on CPA, so it will be clearer to choose “Lowest average cost per conversion”. We also click at the end of the graph to understand the maximum possible result.

Specifying an indicator for a graph
Specifying an indicator for a graph

We go down to the very bottom of the plan and see that the maximum costs will be UAH 81,400 with a CPA of UAH 133. At the same time, 151 more conversions will be received. Such a plan does not suit us, since there is a condition: the permissible CPA is within 100 UAH.

Performance indicators at maximum costs
Performance indicators at maximum costs

Since CPA is not suitable, we go up the plan and indicate the required goal. You can select the suggested options for different periods or specify the goal manually.

Setting a goal for the plan
Setting a goal for the plan

When the target is selected, the system will offer to get 132 more conversions at the price per conversion of UAH 100 when the budget increases to UAH 59,400 (UAH 36 more than the current CPA). This plan suits us, so we can save it until the season starts and transfer it to the client as a forecast.

Optimal plan with acceptable CPA
Optimal plan with acceptable CPA

On the “Comparison” tab, you can visualize the indicators and more clearly evaluate the obtained forecasts.

Comparison Tab
Comparison Tab

Finding growth potential in search campaigns

Understand growth reserves in campaigns for which it is impossible to see forecasts even in Keyword Planner due to special settings:

  • Search campaigns that target specific customer audiences

  • dynamic search campaigns.

Search campaigns that target customer audiences

Forecast period: January – March 2020.

Conversions: logins and connections to the loyalty program.

Targeting: loaded lists of addresses and phone numbers of the target audience.

After selecting campaigns and filling in the fields with the period and indicator, create a new plan. Initially, the system shows the current settings (indicators).

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Current settings (indicators) in the plan
Current settings (indicators) in the plan

Next, we hover the cursor over the maximum reach and pay attention to how the number of conversions, costs and CPA change. The system offers to get 50,000 conversions at UAH 2.35 with an increase in expenses up to UAH 117,000.

Maximum plan coverage
Maximum plan coverage

The graph line practically does not grow, so you need to watch how the conversion and costs change in dynamics. When you hover the cursor closer to the middle of the graph, you can see that with a budget of 61,000, you can get the same number of conversions as with maximum spending, that is, the CPA will be lower and amount to UAH 1.2.

Optimal plan on the chart
Optimal plan on the chart

We choose a more optimal option and go to “Comparison”. It is visually clear from the diagrams that the planned settings are more optimal than the current ones.

Comparison Tab
Comparison Tab

Dynamic search campaigns

Forecast period: January – March 2020.

Conversions: shopping on the site.

Targeting: the goal of dynamic advertising is all pages of the site.

We select the required dynamic campaign and form a plan. We compare the indicators with the current settings and the maximum forecast. With a budget growth of more than 5 times (from 8,000 to 44,000 UAH), CPA is forecasted to be 2 times higher. The forecast provided an understanding of the maximum capabilities of the dynamic campaign, and this information can be taken into account when distributing the budget between campaigns.

Indicators at current settings and maximum forecast
Indicators at current settings and maximum forecast

Optimal budget sharing between campaigns

Distribute your budget between campaigns to get more conversions.

Forecast period: January – March 2020.

Conversions: shopping on the site.

We select all campaigns available for the forecast and create a new plan. Initially, the plan shows the current settings (indicators) and proposes to optimize costs. After optimizing them, the system distributes the budget in such a way that with the same expenses, 154 more conversions can be obtained, and the CPA will decrease by 27 UAH.

Optimal plan suggested by the planner by distributing the budget between campaigns
Optimal plan suggested by the planner by distributing the budget between campaigns

For a detailed analysis, it is recommended to go to each campaign: the expanded settings will open in the side panel, thanks to which the indicators have changed. The figure below shows that in one of the campaigns the system offers to increase the CPC by 50%. This will change costs and conversions.

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Suggested settings for one campaign
Suggested settings for one campaign

So you need to analyze each campaign in which there are changes, and draw conclusions about the application of the proposed adjustments.

Instead of a conclusion

When working with Results Planners, it is important to understand that all forecasts are saved automatically, but only in plan. Campaign settings in your Google Ads account remain unchanged. To apply the planned forecasts, you need to download the plan and then use the Google Ads Editor to upload the changes to the campaign.

Google also warns that forecasts only show potential campaign performance and are not guaranteed to improve results.

Result Planner Notification
Result Planner Notification

In the process of working with the tool, we noted several disadvantages for ourselves:

  1. Plan creation is not available for some campaign types and strategies. This is inconvenient, because when making forecasts for the entire account, you need to take into account data from the plan, as well as independently plan the result for other campaigns and add it to campaigns from the plan.

  2. You cannot change the current settings to settings for any selected period. For example, select a period for the current result – the one that is more suitable for analysis.

  3. Inflexible management of the “Conversions” indicator. Over a long period of campaign work, various goals can be imported into the “Conversions” column, which eventually become irrelevant. This affects the correctness of the predicted performance results.

  4. Inaccurate data. The indicators of the current settings in the plan did not always coincide with the real results of the projects. In some cases, the data discrepancy reached 50%.

The results planner in Google Ads helps you forecast metrics for the next year, quarter, or month. You can focus on the maximum reach, as was disclosed in the examples, or you can see the change in KPI on the graph when the budget grows by 20, 30, 50%, etc. This is a convenient and simple tool for making a forecast in existing campaigns, even despite the shortcomings.

Read about how the plans were applied and how much Google “speaks the truth” in its estimates, in the following cases.

And if someone already has experience with the tool and ideas for what purposes it can be used – welcome in the comments.

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talking about ad conversion – ppc.world Results of 2020 for SEO.RU

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