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Introduction
In Sponsored Brands, there is 1 campaign launched per goal.
Thus,
Targeting Types are set at the goal level, as opposed to in some Sponsored
Products goal types there are multiple Targeting Types per goal, often
broken out at the Segment level.
The targeting types available for Sponsored Brands are:
Branded – terms of your brand;
Competitor – terms of competitor brands;
Category – generic terms in your category;
Universal - all terms.
Why Does Breaking Out My Campaigns/Goals by Targeting Types in Perpetua Matter?
The basic reason here is that in an efficiency targeting model like Perpetua
has, you will over-index spend towards branded terms because they will
have the most efficient return. However, branded terms are the least
incremental, meaning that they are the most likely terms that your
customers would have already bought even if you didn’t advertise.
You shouldn’t spend all of your budget on those terms because you would
already be converting on some of those customers.
Thus, we break out our goals by targeting types so that you have specific
daily budgets and ACOS targets for different targeting types, knowing that
you are likely to have to spend more per conversion on competitors and
category terms than you are on branded terms.
Goal Launch Flow in Perpetua
Learn how to launch your Sponsored Brands goals in Perpetua according to their ad type:
Article last updated March 2025. If you find this information to be out of date, please contact hello@perpetua.io.