Maria has been told that she should use the Performance Planner on a monthly basis. Why should she do so?
To review new keyword opportunities
To check for status issues
To react to ever-changing external factors
To analyze demographic performance
Explanation
Analysis of Correct Answer(s)
The Performance Planner is a forecasting tool that helps you plan your advertising spend and see how changes to campaigns might affect key metrics like conversions and cost. The digital advertising landscape is dynamic, influenced by constantly shifting external factors.
- React to ever-changing external factors: This is the core reason for using the Performance Planner regularly. The tool's forecasts are updated based on real-time auction data and machine learning that accounts for:
- Seasonality: Consumer behavior changes throughout the year.
- Competitor Activity: Competitors' bids and budgets fluctuate.
- Market Trends: Overall search interest for your products or services can change.
By using the Performance Planner monthly, Maria can proactively adjust her budgets and bids to adapt to these changes, ensuring her campaigns remain optimized for the best possible return on investment (ROI).
Analysis of Incorrect Options
- To analyze demographic performance: While important, this analysis is typically done using the Demographics reports within the "Audiences" section of Google Ads, not with the Performance Planner.
- To check for status issues: Campaign, ad, or keyword status issues (e.g., disapproved ads) are monitored directly in the main campaign management interface, not a planning tool.
- To review new keyword opportunities: This is the primary function of the Keyword Planner, a separate tool designed for keyword research and discovery.