Create and edit a plan with Performance Planner

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

This tool determines the best opportunity for your plan by modelling the best budget and bid target allocation across your campaigns.

Instructions

Create a plan

1. In your Google Ads account, click the Tools icon .
2. Click the Planning drop-down in the section menu.
3. Click Performance Planner.
4. Click on the plus icon to create a new plan.
5. Enter the date range, channel and the key metric that you’d like to display results for (for example, clicks, conversions or impressions)
   • Optional: You can select the conversion goal(s) so you can focus on optimising specific conversion types. This lets Performance Planner use only the data from the selected conversion goal(s).
6. 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.
7. Select the campaigns that you’d like to include in your plan.
   • It’s recommended that you choose campaigns that drive towards the same goal or the pre-selected conversion goals. Performance Planner works best by shifting budgets between multiple campaigns and optimising 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, Performance Planner allows selection of one or more Merchant Centers.
     Note: Performance Planner allows users to select more than one Merchant Centers only if they are not in scope of Comparison Shopping Services (CSS) programme, which means, if a Merchant Center is associated with even one campaign in scope of the CSS, then you have to plan them one at a time.

9. Click Create 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.

Edit a plan

1. In your Google Ads account, click the Tools icon .
2. Click the Planning drop-down in the section menu.
3. Click Performance Planner.
4. Click a plan and make your edits.

Your edits will then auto-save.

Remove a plan

1. In your Google Ads account, click the Tools icon .
2. Click the Planning drop-down in the section menu.
3. Click Performance Planner.
4. Tick the box next to the plan that you want to remove.
5. Click Remove plan.
6. To permanently remove your plan, click Remove.

In this guide, you'll learn about the Performance Planner strategies available and how to use them in your plan management and implementation.