Our AI engine automatically calculates the optimal bid needed to deliver the strongest performance. When running a keyword boost campaign with a Top-of-Search multiplier, bids will be scaled down to account for the placement multiplier.
This means that the higher you set your placement multiplier, the higher you should increase your Target ACOS to account for this.
Illustrative Example:
Universal Goal - No Keyword Boost
Now we will move the keyword "apple" from the Universal goal into a keyword boost with a different Top-of-Search multiplier. As we are keeping the ACOS target the same, Perpetua's ad engine will decrease the Effective bid to keep the Top-of-Search Bid at $1.00
Keyword Boost - 50% Top of Search Multiplier
Keyword Boost - 100% Top of Search Multiplier
Keyword Boost - 200% Top of Search Multiplier
As shown in this example, increasing the Top of Search multiplier without increasing the ACOS target will direct traffic towards your Top-of-Search placement and away from other placements.
🚨 Note 🚨
The above data is for illustrative purposes only. Bids will change slightly when you move a keyword into a keyword boost, regardless of keeping identical ACOS targets.