Why should campaigns with different marketing objectives be separated into different Performance Planner plans?
So that seasonal trends can be better identified for each individual marketing objective
To avoid any potential keyword duplicates between different marketing objectives
To prevent campaigns from becoming “Limited by Budget”
So that spend is not reallocated between two different marketing objectives
Explanation
Analysis of Correct Answer(s)
The primary function of Performance Planner is to help you forecast and optimize your ad spend to achieve your goals. When you create a plan, the tool analyzes how reallocating the budget among the campaigns within that plan could improve overall performance.
- If you include campaigns with different marketing objectives (e.g., one for brand awareness and another for lead generation) in the same plan, Performance Planner will treat them as if they share a single, unified goal. It might then recommend shifting budget from the awareness campaign to the lead-gen campaign to maximize the plan’s total conversions. This would undermine your distinct strategic goals.
- By separating campaigns into different plans based on their objectives, you ensure that the budget for each objective is optimized independently, preventing unintended spend reallocation between them.
Analysis of Incorrect Options
- Keyword duplicates: This is a campaign management issue related to account structure and is not resolved by how you organize your Performance Planner plans.
- Seasonal trends: Performance Planner does account for seasonality in its forecasts. However, the main reason to separate plans is to control budget allocation, not to identify trends.
- “Limited by Budget” status: While Performance Planner can help you understand how different budget levels might impact performance and address a "Limited by Budget" status, separating plans is not the direct method to prevent it. The core reason for separation is strategic budget control across different objectives.