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Introduction
On Perpetua, users can bid on both Product and Category targets in Sponsored Display (SD) Goals.
Advertisers who want to target a category can do so for Audience Targeting Segments.
When targeting categories in an Audience Product segment, there are 2 options:
Target the entire Category (eg. Electronics)
Create a variation of the category to target a more specific audience. This is called Category Refinements as you are refining the general category
eg. I want to specifically target the Microsoft brand in the Electronics category, where
The price range is $50-100
The rating is 4 to 5 stars
The product is eligible for Prime shipping
When targeting categories in a Custom Audience segment, you can do so by launching a new segment within a new or existing goal.
How to Add Category Targets
1️⃣ Click on the "Sponsored Display" tab (1), navigate to the "Goals" tab (2) and choose the goal from the list (3).
2️⃣ Click the "Targets" tab (1), and then the "+" icon (2). From the drop-down menu, select "Add Targets" (3).
3️⃣ A pop-up will appear. Select Category.
4️⃣ Enter the desired category by typing it into the search field (1), or select one from the suggested list and click the "+" icon (2). Once added, the category will appear on the right side of the window (3). Confirm your selected category targets by clicking the purple "Add Targets" button (4).
5️⃣ The newly added targets will populate in the "Targets" tab within the goal deep dive dashboard.
How to Add Category Refinements
1️⃣ Repeat steps 1 to 3 from the flow here.
2️⃣ Hover over the category you want to add, and click the ⚙️ icon.
3️⃣ At this stage:
Select the brand by scrolling through the drop-down menu, or search the brand name (1);
Input the price range (2);
star rating range (3);
and shipping eligibility (4).
💡 Selecting more than 1 brand will create multiple versions of this category.
4️⃣ Click "Add"(1) and repeat the flow above if you want to add more variations.
6️⃣ Otherwise, click the purple "Add Targets" button.
How to Target Categories in the Custom View Remarketing Segment
1️⃣ Click on the "Sponsored Display" tab (1), navigate to the "Goals" tab (2) and choose the goal from the list (3).
2️⃣ Access the "Segments" tab (1) and click on "Add Segment" (2).
3️⃣ Select the "Custom Views Remarketing" segment from the list (1).
After entering the name, Target ACOS and Daily Budget, click the "+" icon to add a category (2).
4️⃣ If there is a sub-category, click on the ">" icon beside it to refine the broader category and target a specific audience.
5️⃣ View how specified your Audience gets (1).
If you can no longer view the ">" icon, it means that this is the most specific you can get.
Go back to previous Audiences if needed (3).
6️⃣ Click the "+" icon (1) to add the Audience. Once added, it will appear on the right side of the window. Confirm your selected Audiences by clicking the purple "Add Targets" button (2).
Article last updated October 2024. If you find this information to be out of date, please contact hello@perpetua.io.