When I first heard about the Performance Planner, I assumed it was just a tool to predict ad budgets. But after working with it in real campaigns on Google Ads Display, I realized it’s a dynamic, forecast-based tool that updates based on real-world trends — like market shifts, seasonality, or competitor movements.
This question gets to the heart of why it’s important to use Performance Planner regularly, not just once and forget about it.
Question:
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 react to ever-changing external factors
- To check for status issues
- To analyze demographic performance
Here is the correct answer: ✅ To react to ever-changing external factors
If you’re interested, you can take the exam here: Google Ads Display Certification via Skillshop.
Why This Is the Correct Answer
Google Ads’ Performance Planner is a tool designed to help you forecast and plan your ad spend, bid strategies, and conversion goals.
But what makes it powerful is that it:
- Uses the latest search trends, industry data, and competitive factors
- Adjusts recommendations monthly based on changes in:
- Market demand
- Auction dynamics
- Seasonal patterns
- Consumer behavior shifts
That’s why Maria should review it monthly — so she can make timely decisions and adapt her strategy to current conditions.
🌍 Real-world changes it responds to:
- A competitor launching a new campaign
- Seasonal spikes like Black Friday
- Economic changes affecting cost-per-click
- Sudden rise in search volume for her product category
Why the Other Options Are Incorrect
❌ To review new keyword opportunities
- That’s what the Keyword Planner is for — not the Performance Planner.
- Performance Planner doesn’t suggest new keywords; it forecasts outcomes based on your existing ones.
❌ To check for status issues
- Status issues (like ad disapproval or low quality score) are found in the Google Ads dashboard, not Performance Planner.
❌ To analyze demographic performance
- Demographic breakdowns (age, gender, devices) are located in the Audience and Reporting sections, not in Performance Planner.
Real-Life Example: Maria’s Clothing Brand
Maria runs a fashion eCommerce business. Each month, she:
- Opens Performance Planner
- Reviews how predicted traffic, conversions, and CPA are expected to change
- Adjusts her Target ROAS and budget based on Google’s real-time forecasts
One month, she noticed predicted conversions would drop by 15% unless she increased budget for seasonal search spikes. She followed the advice and saw a 22% boost in revenue that month.
✅ That’s the value of checking monthly.
Quick Summary
| Option | Correct? | Why/Why Not? |
|---|---|---|
| ✅ React to ever-changing factors | ✅ Yes | Planner updates forecasts based on current market dynamics |
| Review keyword opportunities | ❌ No | Use Keyword Planner instead |
| Check for status issues | ❌ No | Found in Google Ads dashboard |
| Analyze demographic performance | ❌ No | Use Audience tab or Reports section in Google Ads |
FAQs
Q: Can I use Performance Planner for YouTube or Display campaigns?
A: It works best with Search, Shopping, and some Display campaigns — but not all types are supported yet.
Q: How often should I update my plan?
A: Ideally monthly — or whenever major seasonal trends or new promotions occur.
Q: Will it change my actual campaign?
A: No. It’s a planning tool only — changes only happen if you manually apply the recommendations.
Helpful Resources:
Final Answer:
Maria should use the Performance Planner monthly to react to ever-changing external factors, such as market shifts, seasonality, and competitive changes.
This keeps her campaigns aligned with the real world — where conditions shift constantly.
Now, if you are ready, you can take the Google Skillshop test for the Google Ads Display Exam. Want more real exam questions with easy answers like this? Follow along — I’ll be breaking down more Google Ads Display Measurement Certification Free examples in the next posts.
- About the Author
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Bhupati Barman is a Co-founder of Mite Art, as well as an Entrepreneur, SEO Optimizer, and Blog Writer, covering a variety of interesting topics.