The new Investment Strategy tab on the Recommendations page in Google Ads offers account-level suggestions to help users understand the potential impact of increased investment on key metrics like clicks, conversions, and conversion value. This feature aids in making informed decisions about budget allocation across campaigns to enhance performance. Charlotte Osborne highlighted this update on LinkedIn, noting that Google utilizes historical performance data to model various investment scenarios and recommend how to allocate additional weekly spending across eligible campaigns.
Comparison with Performance Planner
The Investment Strategy tab differs from the Performance Planner in several ways:
| Investment Strategy | Performance Planner |
|---|---|
| Short-term budget increases for the next 7 days with direct implementation | Short and long-term budget planning and forecasting up to 18 months |
| Focused on budget-only planning with performance goals | Supports bids and budget planning |
| Planning at the account level only, without budget reallocation | Allows planning for all campaigns, including budget reallocation across accounts |
| Accessible within the Recommendations page | Found in the Tools > Planning section |
Accessing the Investment Strategy Tab
To access the new Investment Strategy tab, follow these steps:
- Go to Recommendations within the Campaigns menu.
- Select the Investment Strategy tab.
- Choose to optimize for Clicks, Conversions, or Conversion value.
- Set your investment by entering either the "Additional weekly spend" or the desired "Weekly increase" in your chosen key metric.
- Review the list of campaigns that can benefit from the budget increase, which includes suggested new budgets and estimated performance impacts.
- Customize your campaign selection by deselecting any campaigns you wish to exclude.
- Select Apply all to update the budgets for the chosen campaigns.
