"Google Ads Update: Performance Planner Removes Display & Video Planning"
Google's Shift Towards Conversion-Focused Campaigns: What It Means for Advertisers
Google has recently made significant changes to its Performance Planner tool, indicating a strategic move towards prioritizing conversion-focused campaign types over impression-based planning. These adjustments are crucial for advertisers looking to optimize their campaigns effectively in 2026.
Understanding the Changes
What's happening: Google has updated its Performance Planner tool to exclude planning support for Display and Video campaigns, as well as removing access to metrics such as impression share, top impression share, and absolute top impression share.
Why it matters: With a shift away from impression-based planning, Google is prompting advertisers to focus more on conversion-oriented strategies and automation. This change challenges advertisers to reevaluate how they plan and measure the success of upper-funnel campaigns beyond traditional impression share metrics.
Google's Strategy
The broader view: Google Ads is emphasizing automation and performance-driven results, aligning its planning tools more closely with campaign types like Search, Shopping, App, Demand Gen, Local, and Performance Max. This shift reflects Google's commitment to enhancing campaign performance and efficiency.
Current Functionality
How it operates now: While advertisers can still utilize Performance Planner for certain campaign types, plans that involve Display or Video campaigns or rely on impression share metrics are no longer accessible for viewing or editing. This updates existing users on the evolving landscape of campaign planning.
Future Outlook
What to monitor: Advertisers need to adapt their forecasting and planning strategies for upper-funnel channels like Display and Video, which lack native support in the updated tool. It will be crucial to observe how advertisers navigate these changes and adjust their approaches accordingly.
The Key Takeaway
In conclusion, Google's emphasis on performance-driven planning underscores the diminishing importance of impression-based strategies. By prioritizing conversion-focused methodologies, Google is pushing advertisers towards more effective and streamlined campaign optimization techniques.
Explore more about Google's performance-driven planning: Google's official update here.
Discover a plethora of online tools on MATSEOTOOLS that can enhance your digital marketing efforts. With over 200 tools including SEO, developer resources, text and image manipulation, PDF and CSV utilities, as well as various conversion and calculation tools, MATSEOTOOLS is your go-to platform for all your online tool needs.
