How do I use the Performance Planner?

Using the Performance Planner in Google Ads involves several steps to forecast and optimize your campaign performance effectively. Here's a detailed guide on how to use the Performance Planner:

### Steps to Use the Performance Planner:

1. **Access the Performance Planner**:
   - Sign in to your Google Ads account.
   - Navigate to the "Tools & Settings" menu (wrench icon) at the top right corner.
   - Under the Planning section, click on "Performance Planner".

2. **Select Campaigns to Forecast**:
   - Once in the Performance Planner, you'll see an overview page. Start by selecting the campaigns or the entire account that you want to include in the forecast.
   - You can select specific campaigns by clicking on "Select campaigns" and choosing from the list.

3. **Set Forecasting Parameters**:
   - Choose the time period for which you want to forecast performance (e.g., next month, next quarter).
   - Specify the currency and time zone settings that apply to your advertising account.

4. **Review Current Performance Metrics (Optional)**:
   - If you're already running campaigns, you can review the current performance metrics provided by Google Ads.
   - This includes data on clicks, impressions, conversions, cost per conversion, and other relevant metrics.

5. **Adjust Budgets and Settings**:
   - The Performance Planner allows you to adjust your campaign budgets and settings to see how changes could impact performance.
   - Click on the "Edit forecasts" button to modify budgets, or expand the settings section to adjust other parameters like bids, targeting, or ad schedules.

6. **Explore Different Scenarios**:
   - Create different scenarios to understand how various changes could affect your campaign outcomes.
   - For example, you can increase or decrease your budget, adjust bidding strategies, or modify targeting options to see predicted changes in performance metrics such as clicks, conversions, and costs.

7. **View Forecasts and Recommendations**:
   - After making adjustments, the Performance Planner will provide forecasts based on the changes you've applied.
   - It will show predicted metrics for the selected time period, including estimated clicks, conversions, cost, and projected performance against your advertising goals.

8. **Evaluate Optimization Recommendations**:
   - Review the optimization recommendations suggested by the Performance Planner.
   - These recommendations are based on Google's algorithms and are designed to help improve the efficiency and effectiveness of your campaigns.

9. **Apply Changes**:
   - If you find a scenario or set of adjustments that you want to implement, you can apply these changes directly within the Performance Planner.
   - Click on "Apply plan" to accept the recommended changes and update your campaign settings accordingly.

10. **Monitor Performance**:
    - After applying changes, monitor the actual performance of your campaigns in Google Ads compared to the forecasts provided by the Performance Planner.
    - Use this information to further optimize your campaigns, adjust strategies, and maximize the return on your advertising investment.

### Best Practices for Using Performance Planner:

- **Regular Monitoring**: Check the Performance Planner periodically to review updated forecasts and adjust strategies based on current performance trends.
 
- **Experiment with Scenarios**: Explore different scenarios to understand how changes in budgets, bids, and targeting can impact campaign performance.
 
- **Implement Recommendations**: Consider applying optimization recommendations to improve the efficiency and effectiveness of your campaigns.

By utilizing the Performance Planner effectively, advertisers can make informed decisions about their advertising budgets and strategies, optimize campaign performance, and achieve their advertising goals more efficiently within Google Ads.