Maria has been told that she should use the Performance Planner on a monthly basis. Why should she do so?
Correct Answer
To react to ever-changing external factors
Key takeaways
External conditions change constantly, so forecasts age quickly.
A monthly run keeps recommendations aligned with the current market.
Keyword research and status checks are separate tasks.
Why is this the correct answer?
The reason for a monthly cadence is that the conditions the forecast models keep changing. Competitors enter and leave the auction, demand shifts with the season, budgets move, prices change. A plan built on last quarter's conditions gradually stops describing the market Maria is actually bidding in, so re-running it keeps the recommendations connected to reality.
Why are the other options wrong?
To analyze demographic performance
Demographic analysis is done in the audience reports rather than in a budget forecast.
To review new keyword opportunities
New keyword opportunities come from Keyword Planner and the search terms report.
To check for status issues
Status issues appear as account notifications and in the recommendations page, not through forecasting.
Frequently asked questions about this topic
Which external factors move forecasts the most?
Competitive pressure and seasonality, usually. A new competitor bidding aggressively can change achievable volumes within weeks, and seasonal demand shifts both the cost and the conversion rate at the same time.
About the Shopping Ads Certification
The Shopping Ads Certification checks that you can run retail campaigns end to end: product data in Merchant Center, linking it to Google Ads, and choosing between Standard Shopping and Performance Max to drive sales and value.
Exam guide and all 407 Google Ads Shopping questions →Related Google Ads Shopping questions
- 1Rebecca is a marketing executive at an airline company. She has been asked to plan her company’s online advertising budget on a monthly basis. She’s chosen Google Ads’ Performance Planner to help accomplish this task. What are two advantages Performance Planner offers Rebecca?Multiple correct
- 2What is one of the reasons why an advertiser should consider using Performance Planner on a monthly basis?Explained
- 3Molly wants to clear her remaining stock in preparation for ordering a new line of products to sell. As a result, she’s willing to increase her CPA (cost-per-acquisition) and investment, as long as it means generating more sales. Her current campaign has a total investment of $25,500, generates 1,500 conversions, and has a CPA of $17. Which plan, built in the Performance Planner, will help Molly with her marketing goal to generate more sales?Explained
- 4Using the Performance Planner on a monthly basis allows you to optimize which two aspects of an account? (Choose two.)Multiple correct
- 5Why is using the performance targets feature after utilizing the Performance Planner recommended?Explained
- 6Why should your business use Performance Planner?Explained