Which of the following is considered a best practice when using Performance Planner?
Check in on forecasts on an annual basis, as data can be skewed when it's close to an industry's peak seasonal period.
For maximum impact, create an annual forecast at the start of the fiscal year to determine budgets.
Use Performance Planner most during non-seasonal periods, as data may be less accurate in times of change.
When creating plans during seasonal periods, create month-by-month plans in the tool and regularly view the updated forecasts.
Explanation
Analysis of Correct Answer(s)
- When creating plans during seasonal periods, create month-by-month plans in the tool and regularly view the updated forecasts.
- This is a best practice because Performance Planner is a dynamic tool designed to help advertisers navigate market fluctuations. During seasonal periods, user behavior and demand can change significantly.
- Creating month-by-month plans allows for a more granular and accurate allocation of budget and bids, directly addressing specific monthly trends and opportunities.
- Regularly viewing updated forecasts is crucial as the tool continuously integrates new data and refines its predictions. This enables advertisers to make timely, data-driven decisions, adjust strategies proactively, and ensure campaigns remain optimized for maximum ROI during periods of high activity or change. This approach emphasizes flexibility and responsiveness.
Analysis of Incorrect Options
- Use Performance Planner most during non-seasonal periods, as data may be less accurate in times of change.
- This is incorrect. The Performance Planner is arguably most valuable during seasonal periods or times of significant change. Its core function is to help advertisers anticipate and plan for these fluctuations, allowing them to capitalize on increased demand or proactively manage budget during downturns. Relying on it only during stable, non-seasonal periods diminishes its utility for strategic planning.
- Check in on forecasts on an annual basis, as data can be skewed when it's close to an industry's peak seasonal period.
- This is incorrect. Checking forecasts annually is far too infrequent for effective campaign management. The Performance Planner's strength lies in providing dynamic, regularly updated forecasts. While data can indeed fluctuate near peak seasons, this is precisely when more frequent monitoring (e.g., weekly or monthly) is necessary to adjust plans in real-time, prevent budget waste, and seize opportunities. Infrequent checks would lead to outdated plans and missed potential.
- For maximum impact, create an annual forecast at the start of the fiscal year to determine budgets.
- This is incorrect as a sole practice. While an initial annual forecast can provide a foundational budget framework, relying solely on it for the entire year is a static approach that overlooks the dynamic nature of digital advertising. The Performance Planner encourages an iterative process. Budgets and strategies need to be continuously reviewed, refined, and potentially reallocated based on ongoing performance, market shifts, and updated forecasts throughout the year to achieve maximum impact.