Why should campaigns with different marketing objectives be separated into different Performance Planner plans?

Separating campaigns with different marketing objectives into distinct Performance Planner plans is essential so that spend is not reallocated between two different marketing objectives, ensuring that the specific goals of each campaign are protected. Performance Planner is designed to optimize for a single target metric—such as conversions or clicks—by shifting budget to the most efficient campaigns within a plan; if an awareness-based campaign and a conversion-based campaign are grouped together, the tool might inadvertently divert funds away from the awareness goal to chase cheaper conversions. By maintaining separate plans, advertisers maintain strategic control over their budgets, preventing the algorithmic reallocation of resources from a long-term brand-building objective to a short-term direct-response objective.