Universal
It's the broadest goal structure you can launch and contains the three minimum campaigns we launch - Auto, Keyword, and PAT campaigns.
PAT campaigns hold ASINs, Keyword campaigns hold manual keywords, and Auto campaigns hold both and move the well-performing keywords or ASINs into the Keyword and PAT campaigns respectively.
This goal type is best for:
Products with no brand recognition nor a specific strategy
New products with no brand recognition to collect initial data (competitor terms, ASINs) and can then decide if you want to break out into Branded or Advanced goals thereafter
Setting Target ACoS & Budgets
Look at the past 30 days ACoS and Budget to set your initial targets
To read more about the importance of setting the right initial targets, read this article here.
How Targeting Works:
Universal - All keywords, meaning they're spread out between the Auto, Keyword, and PAT Campaigns
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Branded
The Brand-Based goal type has two campaigns additional campaigns - Branded Keyword and Branded PAT campaigns.
This goal type is best for:
Products with any brand recognition - if anyone is searching for your brand in your search term report, we recommend creating a Brand-based goal
Setting Target ACoS & Budgets
Separate your Branded & Unbranded search terms in your search term report and calculate the realized ACoS + daily budget over the past 30 days to set initial targets
Your brand name is cheap, therefore should have a lower budget and target ACoS than in the unbranded segment (find new customers) + you want to minimize cannibalization
Minimum $10 daily budget - remember that this budget is split over multiple campaigns therefore you want to give the Ad Engine enough to balance every day
How Targeting Works:
Branded = adidas, addidas (your brand name and any common misspelling of your brand name)
Unbranded = shoes, women shoes (competitor brand name and category targets)
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Advanced
Advanced goal adds another segment - competitor.
Best for:
Products with specific strategies to conquest known competitors and strong brand presence
Can also use the competitor conquesting option only if you don't have a strong brand presence but know your competitor
Setting Target ACoS & Budgets
Separate your Branded, Competitor & ASIN search terms in your search term report and calculate the realized ACoS + daily budget over the past 30 days to set initial targets
Competitor keywords/ASINs are more expensive and therefore should have higher ACoS than the Branded & Category segments
Minimum $10 daily budget - remember that this budget is split over multiple campaigns therefore you want to give the Ad Engine enough to balance every day
How Targeting Works:
Branded = adidas, addidas
Category = shoes, women shoes
Competitor = nike, new balance
The Competitor campaign has the Keyword campaign and PAT campaign to target your competitors.
The Category campaign has an Auto campaign to get new keywords and a manual Keyword campaign.
The Branded campaign will have the manual Keyword campaign and PAT campaign to target your own branded ASINs.
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Overview of Perpetua's Campaign Structure:
For more detail on goal types and how to set up each one, check out these Ad School videos: