{"id":1558514,"date":"2025-12-07T09:05:25","date_gmt":"2025-12-07T14:05:25","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1558514"},"modified":"2025-12-07T09:05:25","modified_gmt":"2025-12-07T14:05:25","slug":"notes-on-google-ads-new-strategy-tool","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/notes-on-google-ads-new-strategy-tool","title":{"rendered":"Notes on Google Ads New Strategy Tool"},"content":{"rendered":"<p>Google Ads quietly unveiled a tool in October called &#8220;<a href=\"https:\/\/support.google.com\/google-ads\/answer\/16604266?hl=en\">Investment Strategy<\/a>&#8221; that suggests short-term tactics to improve performance. Located in the Recommendations tab, the feature shows all campaigns and the impact of various budget changes.<\/p>\n<p>Investment Strategy is akin to Google&#8217;s existing budget simulators, with two main differences. First, it focuses on the next seven days rather than a long-term forecast.<\/p>\n<p>Second, it&#8217;s centralized at the account level; bid simulators apply to specific campaigns or portfolios. It displays all budget-restricted campaigns in one view and can run projections accordingly.<\/p>\n<p>To launch Investment Strategy, first choose your primary campaign metric:<\/p>\n<ul>\n<li>Conversions,<\/li>\n<li>Conversion value [revenue],<\/li>\n<li>Clicks.<\/li>\n<\/ul>\n<p>You&#8217;ll then see the projected impact on your account if all campaigns are unrestricted by budget.<\/p>\n<div id=\"attachment_1558540\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/12\/Additional-cost-and-revenue.png\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1558540\" class=\"wp-image-1558540 size-large\" title=\"Screenshot of Investment Strategy project\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/12\/Additional-cost-and-revenue-570x117.png\" alt=\"Screenshot of Investment Strategy project\" width=\"570\" height=\"117\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/12\/Additional-cost-and-revenue-570x117.png 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/12\/Additional-cost-and-revenue-300x62.png 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/12\/Additional-cost-and-revenue-768x158.png 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/12\/Additional-cost-and-revenue.png 1000w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1558540\" class=\"wp-caption-text\">The new Investment Strategy tool projects the performance impact assuming campaigns have unlimited budgets.<\/p><\/div>\n<p>Choose which campaign changes are appropriate, as many likely won&#8217;t apply. The example below showcases the projected changes to &#8220;Avg. ROAS&#8221; and &#8220;Weekly conversion value&#8221; from Google&#8217;s <a href=\"https:\/\/www.practicalecommerce.com\/google-ads-recommendations-worth-doing\">recommendations<\/a>.<\/p>\n<div id=\"attachment_1558539\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/12\/Budgets.png\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1558539\" class=\"wp-image-1558539 size-large\" title=\"Screenshot of the recommendations\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/12\/Budgets-570x154.png\" alt=\"Screenshot of the recommendations\" width=\"570\" height=\"154\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/12\/Budgets-570x154.png 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/12\/Budgets-300x81.png 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/12\/Budgets-768x207.png 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/12\/Budgets.png 1488w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1558539\" class=\"wp-caption-text\">Choose which campaign changes are appropriate, as many likely won&#8217;t apply.<\/p><\/div>\n<p>I may or may not implement Google&#8217;s suggestions. I could instead toggle for the impact of varying budgets.<\/p>\n<p>For example, say a client allocates an extra $10,000 for the remainder of the month. I can revise Google&#8217;s recommended budgets to determine which campaigns receive the spend.<\/p>\n<h3>Projection Tools<\/h3>\n<p>Google has long offered Performance Planner to recommend spending for a <em>long-term<\/em> outcome. Advertisers can view performance projections up to one year and optionally simulate the impact of custom conversion rates.<\/p>\n<p>Thus Performance Planner is worthwhile for extended planning, while Investment Strategy recommendations are immediate and highly beneficial during, for instance, Cyber Week or back-to-school promotions.<\/p>\n<p>Here&#8217;s an overview of <a href=\"https:\/\/www.practicalecommerce.com\/category\/marketing\/google-ads\">Google Ads<\/a> budget and strategy tools:<\/p>\n<ul>\n<li>Campaign budget and bid strategy. On-demand recommendations in individual campaigns.<\/li>\n<\/ul>\n<ul>\n<li>Performance Planner. Projections up to one year of performance by spend.<\/li>\n<\/ul>\n<ul>\n<li>Investment Strategy. The seven-day performance impact of budget changes to a campaign based on an advertiser&#8217;s primary goal.<\/li>\n<\/ul>\n<p>I&#8217;m encouraged by the Investment Strategy tool because it&#8217;s quick and easy to understand. It projects the metrics that matter most: spend vs. performance. What&#8217;s missing are fields for target cost per conversion (tCPA) and target <a href=\"https:\/\/www.practicalecommerce.com\/merge-google-ads-campaigns-for-better-roas\">return on ad spend<\/a> (tROAS). Both would help advertisers project incremental gains within their goals.<\/p>\n<p>Google will likely consolidate all budgeting and bid strategy recommendations under Investment Strategy, resulting in a single portal for tactical and budgeting guidance.<\/p>\n<p>Nonetheless, I advise caution. Google&#8217;s projections may not apply to your products, budget, or goals. Carefully determine which, if any, to implement and then monitor closely.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The new &#8220;Investment Strategy&#8221; feature is akin to Google&#8217;s existing budget simulators, with two main differences.<\/p>\n","protected":false},"author":390,"featured_media":1558556,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58297],"tags":[],"class_list":["post-1558514","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Notes on Google Ads New Strategy Tool - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"The new &quot;Investment Strategy&quot; feature is akin to Google&#039;s existing budget simulators, with two main differences.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.practicalecommerce.com\/notes-on-google-ads-new-strategy-tool\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Notes on Google Ads New Strategy Tool\" \/>\n<meta property=\"og:description\" content=\"The new &quot;Investment Strategy&quot; feature is akin to Google&#039;s existing budget simulators, with two main differences.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.practicalecommerce.com\/notes-on-google-ads-new-strategy-tool\" \/>\n<meta property=\"og:site_name\" content=\"Practical Ecommerce\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/practicalecommerce\" \/>\n<meta property=\"article:published_time\" content=\"2025-12-07T14:05:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/12\/Notes-on-Google-Ads-New-Strategy-Tool.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"360\" \/>\n\t<meta property=\"og:image:height\" content=\"240\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Matthew Umbro\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@matt_umbro\" \/>\n<meta name=\"twitter:site\" content=\"@practicalecomm\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Matthew Umbro\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.practicalecommerce.com\/notes-on-google-ads-new-strategy-tool#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/notes-on-google-ads-new-strategy-tool\"},\"author\":{\"name\":\"Matthew Umbro\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/b43182ca7e31d2a9ef0f6bfc8b9c89bd\"},\"headline\":\"Notes on Google Ads New Strategy Tool\",\"datePublished\":\"2025-12-07T14:05:25+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/notes-on-google-ads-new-strategy-tool\"},\"wordCount\":446,\"publisher\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/notes-on-google-ads-new-strategy-tool#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/12\/Notes-on-Google-Ads-New-Strategy-Tool.jpg\",\"articleSection\":[\"Google Ads\"],\"inLanguage\":\"en-US\",\"copyrightYear\":\"2025\",\"copyrightHolder\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.practicalecommerce.com\/notes-on-google-ads-new-strategy-tool\",\"url\":\"https:\/\/www.practicalecommerce.com\/notes-on-google-ads-new-strategy-tool\",\"name\":\"Notes on Google Ads New Strategy Tool - 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