With Cyber 5 coming up soon, Perpetua has built a new strategy to automatically adjust budgets and ACOS targets for your goals, based on your objectives.

To get started, head over to the "Recommendations" tab in the left menu and select the "Strategies" tab (or click here). Here, you will see two new types of strategies that are available to create specifically for Black Friday and Cyber Monday:


BFCM Sponsored Brands Performance, and
BFCM Sponsored Products Performance.

How does it work?

BFCM Sponsored Brands Performance and BFCM Sponsored Products Performance strategies will make automated increases to the daily budgets and target ACoS of the selected goals by the percentage you input for each strategic period of BFCM day.

The periods for which you can configure automated changes to daily budget and target ACoS are:

  1. November 26 - Thanksgiving (the day before Black Friday)
  2. November 27 - Black Friday
  3. November 28-29 - Weekend between Black Friday and Cyber Monday
  4. November 30 - Cyber Monday
  5. December 1 - Day after Cyber Monday

BFMC Sponsored Products Performance

With BFCM Sponsored Products Performance, you can configure a set of daily budget and target ACoS increases which can be applied across a specific set of Sponsored Products goals. You can also click to apply these same changes to any Sponsored Display goals related to the Sponsored Products goals.

Inputs:

Selected Period Budget Increase
% increase to all budgets, based on targets on November 25. For example, if your current daily budget for a goal was $50 and you inputted a change of 10%, this would mean the budget of $50 would increase to $55.

*The greyed out values you see in the input boxes are suggested percentages. However, feel free to input whatever percentage best suits your strategy.


Selected Period Target ACoS Increase

% increase to target ACoS, based on targets on November 25. For example, if your current target ACoS for a goal was 50% and you inputted a change of 10%, this would mean the target ACoS of 50% would increase to 55%.

Apply Changes to Sponsored Display

By turning on this toggle, you will apply the inputted changes to the corresponding Sponsored Display goals related to the Sponsored Products goal(s) you've selected.



*There are 4 important things to know about the BFCM Sponsored Products Performance strategy:

  1. The changes you schedule will automatically be applied as soon as you create the strategy if you do not change the related goals during BFCM. Therefore, no recommendations will show up under the "Recommendations" tab for this specific strategy.
  2. If you make any changes to Sponsored Products goals in a BFCM strategy which override the changes that the strategy has automatically applied, the Perpetua engine will no longer automatically apply the change for that configured target. The Perpetua engine will then send a recommendation for the change, which will only be applied if you accept it.
  3. Changes will only be applied to the goals that you created/added to the strategy before the BFCM period begins on November 25.
  4. On the day after the end of the BFCM period (December 2nd), budgets and target ACoS for goals in your BFCM Sponsored Products Performance strategy will be automatically set to their configurations before the BFCM period unless you changed them during BFCM. In the case where you made changes during the BFCM period, you will instead receive recommendations to reset their original configuration.

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BFCM Sponsored Brands Performance

With BFCM Sponsored Brands Performance, you can configure a set of daily budget and target ACoS increases which will be applied across all Sponsored Brand goals, and a set of increases to be applied across all Sponsored Brands Video goals.

Inputs (for Sponsored Brands and Sponsored Brands Video respectively):

Selected Period Budget Increase
% increase to all budgets, based on targets on November 25. For example, if your current daily budget for a goal was $50 and you inputted a change of 10%, this would mean the budget of $50 would increase to $55.

*The greyed out values you see in the input boxes are suggested percentages. However, feel free to input whatever percentage best suits your strategy.


Selected Period Target ACoS Increase

% increase to target ACoS, based on targets on November 25. For example, if your current target ACoS for a goal was 50% and you inputted a change of 10%, this would mean the target ACoS of 50% would increase to 55%.


*There are 4 important things to know about the BFCM Day Sponsored Brands Performance strategy:

  1. The changes you schedule will automatically be applied as soon as you create the strategy if you do not change the related goals during BFCM. Therefore, no recommendations will show up under the "Recommendations" tab for this specific strategy.
  2. If you make any changes to Sponsored Brands goals in the BFCM strategy which override the changes that the strategy has automatically applied, the Perpetua engine will no longer automatically apply the change for that configured target, and (unlike with Sponsored Products) will not send any recommendations to change it.
  3. Changes will only be applied to the goals that you created/added to the strategy before the BFCM period begins on November 25.
  4. On the day after the end of the BFCM period (December 2nd), budgets and target ACoS for goals in your BFCM Sponsored Brands Performance strategy will be automatically set to their configurations before the BFCM period unless you changed them during BFCM. Note: In the case where you made changes during the BFCM period, you will not receive recommendations to reset their original configuration.
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