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Introduction
When you create a Custom Goal or migrate your Amazon Sponsored Products campaigns to Perpetua, you gain access to a variety of optimisation options powered by the Perpetua engine, including:
⭐ ACoS Optimisation
Functionalities
Aims to achieve the inputted Target ACoS by optimising target bids toward it.
The Budget is just a ceiling, not a lever.
Increasing the Target ACoS will increase bids and spend, and lowering it will reduce them. The ad engine will adjust bids based on each target's performance relative to the specified Target ACoS.
Bids are calculated daily, or when a change is made by the user in Perpetua (for example, if the Target ACoS is changed). Automated or Manual hourly bid schedules can be layered on top of this based on specific user goals.
When to Use it
If controlling profitability or ad efficiency is your main goal. Ideal for achieving scale with a large volume of keywords.
⭐ Conversion Optimisation
Functionalities
Aims to maximise conversions and use the full budget. Because of this, it is more aggressive than the ACoS Optimisation.
Increasing the Budget will increase spend.
The ACoS Ceiling is a guardrail for the optimizer and will mitigate further bid increases on targets that reach the ceiling, potentially limiting budget utilization.
Optimisation is done hourly using Stream data.
💡 We don't recommend applying a Manual hourly bid schedule on top of this.
When to Use it
If maximising conversions and fully utilising your budget is the priority, and efficiency is a secondary goal. This optimisation can be more likely to exceed the ACoS threshold. Ideal for strategic keywords that you’ve segmented out for growth initiatives or to ensure consistent coverage.
Factors to Consider for Conversion Optimisation
Since the Conversion Optimisation feature relies on hourly optimisation, we require hourly performance data through Stream. The more historical Stream data that's available for the campaign, the better. Similarly, the longer a new campaign can collect Stream data while optimising, the better.
Available only through Sponsored Product Campaign Takeover and Custom Goal creation (Keyword Targeting type).
Product/PAT targets are not yet eligible for this optimisation.
Harvesting is not supported.
Switch Optimisation: If you'd like to switch your Custom Goal's optimisation from ACoS to Conversions, please note that this can only be done if the Custom Goal is a Multi-Ad Group campaign with manual keywords (No PAT/Category targets). If your existing goal doesn’t meet these criteria, we recommend creating a new Custom Goal directly in Perpetua, isolating the desired set of keywords.
How to Apply Conversion Optimisation
Click on the ▶️ icon to expand and view the steps to execute for each flow:
Option 🅰️ - Campaign Takeover Flow
Option 🅰️ - Campaign Takeover Flow
1️⃣ Navigate to your Sponsored Products dashboard(1) and select the "Campaigns" tab within it (2). Apply a "Status=Unmanaged" to view your unoptimized campaigns (3):
2️⃣ Click on the purple "Optimize Campaign" button.
🚨 Note 🚨
Campaigns with Product Targets are not currently eligible for this optimisation, so the modal below (in step 3️⃣) will not be proposed. Learn more here.
3️⃣ With the following window popping up, you can start setting up your Conversion Optimisation Campaign. In the "Priority Metric" section, select "Conversions" from the drop-down menu.
4️⃣ Continue the set-up by assigning the ACOS Ceiling, Daily Budget and optionally, a Max Bid.
💡 Tip: When setting the ACOS Ceiling, consider setting it slightly above your actual target (we recommend 1.3* Target ACoS).
5️⃣ Once the set-up is finalised, click on the "Launch Goal" purple button to launch your single campaign goal, which you can then find in the "Goals" tab within the Sponsored Products dashboard.
💡 Reminder
Harvesting will not be supported.
Option 🅱️- Custom Goal Creation Flow
Option 🅱️- Custom Goal Creation Flow
1️⃣ Navigate to your "Sponsored Products" tab (1), go to "Goals"(2) and click the "New Goal" purple button (3).
2️⃣ Select the "Single-Campaign" (Custom Goal) format.
3️⃣ Once you've selected the set of products you want to include in the goal, go to the "Custom Campaign" module. Under "Priority Metrics," you can now choose "Conversions." Selecting this option will enable you to edit the "ACOS Ceiling" and "Max Bid" fields.
💡 Tip: When setting the ACOS Ceiling, consider setting it slightly above your actual target (we recommend 1.3* Target ACoS).
4️⃣ To ensure this optimisation works, make sure to enable Stream, which allows our engine to automate bids on an hourly basis.
💡 Reminder:
The Conversion Optimisation supports "Keyword Targeting" campaign creation only.
Harvesting is not supported.
FAQs
Click on the ▶️ icon to expand and view the answer.
How is an ACoS Ceiling different from a Target ACoS?
How is an ACoS Ceiling different from a Target ACoS?
Target ACoS: This is your primary optimisation goal. The system adjusts bids to achieve or stay close to your Target ACoS, though your actual ACoS may fluctuate above or below it temporarily.
ACoS Ceiling: This acts as a guardrail, ensuring your ACoS never exceeds a certain threshold. The system doesn’t aim to reach this number but uses it as a constraint while maximizing spend.
In short: A Target ACoS is a goal for optimization, while the ACoS Ceiling is a limit to control costs.
What’s the Difference Between ‘Maximise Conversion’ Optimisation and ‘Maximise Sales’ in Automated Intraday Schedules?
What’s the Difference Between ‘Maximise Conversion’ Optimisation and ‘Maximise Sales’ in Automated Intraday Schedules?
Maximize Conversions is an optimization type that already includes an intraday bidding schedule by design, so there’s no need—and no option—to add an additional automated intraday schedule on top of it.
Maximize Sales is a strategy you can layer onto ACoS Optimization.
When launching a Custom Goal with Conversion Optimization, should I pause the same keywords in the Classic Goal to avoid internal competition?
When launching a Custom Goal with Conversion Optimization, should I pause the same keywords in the Classic Goal to avoid internal competition?
Yes, you can pause the keywords in the Classic Goal to ensure impressions go to the new campaign. While Conversion Optimisation is typically more aggressive, limits like budget, ACoS Ceiling, or Max Bid can cause impressions to stay in the Classic Goal. Pausing removes that uncertainty.
If one keyword reached the ACOS ceiling, will the system still be optimising the bids?
If one keyword reached the ACOS ceiling, will the system still be optimising the bids?
Yes, the system continuously adjusts bids, and when the ACoS ceiling is reached, it signals the ad engine about the appropriate bid range to stay within.
Does the spend get funnelled into the keywords which have not yet reached the ACOS ceiling?
Does the spend get funnelled into the keywords which have not yet reached the ACOS ceiling?
Each keyword is optimized to maximize performance until it reaches either the ACoS ceiling or the Max Bid limit. If there’s still remaining budget after that, the system will look to allocate spend to other suitable keywords that can make use of it effectively.
Article last updated July 2025. If you find this information to be out of date, please contact hello@perpetua.io.