When to use Keyword Planner, Performance Planner, Reach Planner in Google Ads

By: Jyll Saskin Gales, Google Ads Coach

Google Ads offers a suite of free planning tools designed to help you make informed decisions and optimize your campaigns. While Keyword Planner is the most well-known, two other tools, Performance Planner and Reach Planner, can also be valuable assets in your Google Ads toolkit. Let's explore each tool and its unique capabilities.

When to use Keyword Planner

Keyword Planner is your go-to tool for keyword research and budgeting. It provides historical data on average search volume and cost-per-click (CPC) ranges for specific keywords, allowing you to estimate costs and plan your budget accordingly.

Whether you're starting a new campaign or refining an existing one, Keyword Planner is essential for identifying relevant keywords and understanding their potential costs.

When to use Performance Planner: Forecasting Your Campaign's Future

Performance Planner takes a forward-looking approach, using your account data to forecast your campaign's future performance. It provides anticipated metrics like spend, conversions, conversion rate, conversion value, and CPA or ROAS (depending on your campaign goals).

This tool is particularly useful for identifying areas where you can increase your budget to drive more conversions or improve your return on ad spend.

When to use Reach Planner: Your Video Campaign Strategist

Reach Planner is designed specifically for planning video campaigns. It helps you estimate the reach and frequency of your video ads based on your budget and targeting criteria.

This tool is ideal for developing comprehensive YouTube strategies and maximizing your reach across the platform. However, access might be limited, so you might need to contact your Google representative to gain access.

Which Google Ads Tool Should You Use?

Each planning tool serves a distinct purpose, and the best choice for you depends on your specific needs:

• Keyword Planner: Ideal for keyword research, budgeting, and competitor analysis.
• Performance Planner: Useful for forecasting campaign performance and identifying areas for optimization.
• Reach Planner: Essential for planning YouTube campaigns and maximizing reach.

While all three tools can be valuable, don't feel obligated to use them all.

Start with Keyword Planner to get a handle on keyword research and budgeting. If you're running active campaigns and want to forecast future performance, explore Performance Planner. And if you're focused on YouTube advertising, request access to Reach Planner for more advanced planning capabilities.