For each Featured Product goal launched into Perpetua, our ad engine will launch one or more campaigns.

There is only one campaign type for Featured Product ads, however Perpetua's optimization will differ depending on the segment type in your Instacart goal (search vs. non-search).

  • Keyword Campaigns: Perpetua will only adjust and optimize keyword bids. The default bid (which controls non-search ad performance) will be automatically be set to Instacart's minimum bid price of $0.15.

  • Non-Search Campaigns: Perpetua will only adjust and optimize the default bid. Any keywords that are auto-harvested into this campaign, will automatically be set to the min bid of $0.15 and added to the appropriate keyword campaign to be optimized.

The number of campaigns and optimization for each campaign, depends on the Targeting type selected within each goal (Universal, Brand-Based, or Advanced).

Here's a breakdown of our campaign structure:

Note: The Non-Search segment is optional and can be toggled on or off for all goal types. Within Non-Search Isolation turned OFF, Perpetua will optimize the default bid within ALL remaining keyword campaigns.

If you're not sure what the "default bid" is or would like further information on how non-search targeting differs from keyword targeting, please check out our Non-Search Isolation article here!

Article last updated September 21, 2021. If you find this information to be out of date, please contact

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