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Introduction
Maximum bids (bid ceilings) and minimum bids (bid floors) can be applied to the segments (Branded, Unbranded, Competitor, and Category) of your Perpetua goals.
This allows for more strategic control over bidding within these targeted groups. They can be customized for Custom Goals too, though this feature is limited to Single-ad group campaigns.
How it Works
All the keyword and target bids in a segment lower than the min_bid will be raised to the min_bid. Similarly, all the keyword and target bids in a segment higher than the max_bid will be capped at the max_bid. This includes keywords, ASIN targets, category and AUTO targets.
This means that you can tailor your bid strategies to align closely with the unique objectives of each segment.
For example:
Efficient budget utilization: Resources are allocated to the most impactful segments, preventing overspending in low-priority areas or underspending in high-value opportunities.
Control over ad spend: By capping bids, you can avoid unnecessary bidding competitions, while minimum bids ensure your ads remain competitive without slipping below a threshold.
Competitiveness in key areas: Strategic bidding within specific segments allows you to focus on dominating crucial categories, protecting your brand, or challenging competitors effectively.
Factors to Consider
Not supported for:
Sponsored Brands and Sponsored Display Goals;
SP Multi-ad Group campaigns;
and Keyword Boost campaigns.
Min and max bids values have to be entered on the segment level (ie. the row that includes daily budget and target ACOS). Learn more here.
Interaction with Bid Adjustments:
if you apply fixed bids to your targets, they will override segment-level min-max bids. For example: if a segment has a max bid of $3 and you implement a fixed bid of $4, the effective bid will be $4.
Bid multipliers will adhere to and be limited by any existing min max bids.
For instance, if a segment has a max bid of $3 and you add a bid adjustment of 200%, the effective bid will be capped at $3.
Segment min-max bids do not account for Stream Bid-Multiplier Schedules.
Since bid schedules are not actioned from the engine, segment min-max bids don't apply to stream schedules. For instance, if a segment max_bid is $3 and the engine determines the bid for a keyword to be $2, a stream multiplier of 100% would result in an effective bid of $4 for the defined time slot.
How to Apply
Applying Min and max bids values can be executed via the Bulk Operations dashboard in Perpetua through the download, edit and upload of the CSV file template provided.
💡 The values have to be entered on the segment level (ie. the row that includes the daily budget and target ACOS). Learn more here.
1️⃣ Navigate to the "Bulk Operations" tab in your left sidebar and select "Bulk Edit & Create".
2️⃣ Set "Granularity Level", "Ad Type" and "Performance Date Range"
From the "Granularity Level" drop-down list, select "Goals & Segments".
The "Ad Type" is set by default with "Sponsored Products".
The "Performance Date Range" field is where you indicate the time period you'd like to be used when pulling your goal performance data into the CSV file.
A "Last 7 Days" or "Last 30 Days" time range can be applied.
🚨 Note: This information will be presented in columns S through AD and is limited to a 30-day period. 🚨
3️⃣ Click the "Download Custom Spreadsheet" button.
4️⃣ As previously mentioned, enter the min-max bids values at the segment level row in the respective columns:
Min Bid = Column T
Max Bid = Column U
5️⃣ Upload your File to Perpetua
Once all of your desired adjustments have been executed in the CSV file, upload it to your Perpetua account. In the Bulk Operation tab, go to step 3 "Upload Spreadsheet with Edits" and click on the "Select or drag & drop to upload" option.
You'll see the progress bar update in the "Download & Upload History" section below.
6️⃣ Upload Status and Warnings
After the upload is complete, if there are any issues or errors with the file, you'll see those details in the "Status" column. From there, re-download the CSV file and refer to the "Result", "Errors", and "Warnings" columns (AI, AJ, and AK).
The successful rows will have been pushed through and there will be a message in the "Result" column providing you that information. Any rows that had issues and were not pushed through will have those corresponding messages in the same columns.
Correct the rows with the issues, save the file, and re-upload the CSV to try again.
If you need further support, please don't hesitate to reach your Data Strategist or our Live Chat Support.
Article last updated February 2025. If you find this information to be out of date, please contact hello@perpetua.io