How do I launch a universal goal in Perpetua?
For clients who do not have a lot of brand affinity, we recommend launching universal targeting goals. What this means is if the majority of your traffic is in unbranded keywords, it is in your best interest to use universal targeting goal.
To launch a universal goal, check out this video:
How do I launch a brand-based goal in Perpetua?
A brand-based goal allows you to set different rules for your branded keywords vs for your competitor and category keywords. This means that you can have a lower acos target and the engine will optimize to that lower acos target on your branded keywords vs unbranded keywords.
To launch a brand-based goal, check out this video: