💡 Custom Goals are not recommended for all users.
This single-campaign goal type is for experienced advertisers who have very specific objectives that cannot be achieved using the functionality of multi-campaign goals. If you have any questions or need assistance, please reach out to your Data Strategist or our Live Chat support team.
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Factor to Consider
Auto and Category targets cannot be targeted.
If you add a target to a Custom Goal that already exists in a multi-campaign (Classic) goal, then the goal with the higher bid and more relevant search term should get the traffic:
If you want the Custom Goal to get more spend, you should set a target ACoS that is higher than the one on the multi-campaign goal.
Adding a target to a Custom Goal does not affect the same target in a multi-campaign goal (the target will not be paused or archived). If you want to prevent overlap, you will need to manually pause the target in the multi-campaign goal.
If a Custom Goal has similar products to a multi-campaign goal, we will account for that when calculating bids and harvesting. The bid calculation logic does not change between multi-campaign and single-campaign goals.
Bids will be calculated based on search term performance on the entire account.
New keywords are expected to be added 1-2 times per day when the engine runs.
How To Launch A Custom Keyword Targeting Goal
1️⃣ Go to the Sponsored Products tab in your left sidebar (1) and navigate to the "Goals" section in it (2). Now click on the "New Goal" purple button (3) to access the goal-creation flow.
2️⃣ Select the Custom goal format.
3️⃣ Indicate which product(s) you want to advertise by marking off their respective box. You can select any product, including ones that are currently part of a live multi or single-campaign goal.
4️⃣ Select "Keyword Targeting" and enter your target ACoS and budget figures.
5️⃣ Under Keyword Targeting, add your keywords to define the ones you want Perpetua to target for this goal.
Select the Match Types.
Use a list format to add keywords manually, ensuring no spaces are left at the end of the list.
Or use the AI Keyword Research Tool to add keywords, you can find detailed information on this feature here.
Click on the "Add Keywords Targets" to include them in the goal.
6️⃣ In the following pop-up, enter the keywords separated by new line and select the match types you want applied to them. Once complete, press "add to goal".
💡 The next steps 7 through 9 are optional. If these are not relevant to your goal, skip to step 10.
7️⃣ If you want Perpetua to harvest keywords, toggle Keyword Harvesting Behaviour to ON. This will open the section below where you can create your harvesting criteria by indicating the phrases new keywords must contain along with the desired match types.
8️⃣ After creating your keyword harvesting criteria, an optional section you can move to is "Negative Keyword Targeting". Here, you can define what keywords you want to exclude if it's part of the strategy for this Custom Campaign.
For example, if I wanted to be aggressive with targeting the category "running shoes", but do not want to waste spend on terms with my brands or competitors in the phrase, I can choose to negative match them here.
After entering the terms you wish to negate, click "Add to Goal".
9️⃣ In the Campaign Management section, you can choose between 3 bidding strategies you want applied to the goal.
The options are:
Dynamic Bids - Down
Dynamic Bids - Up & Down
Fixed Bids
From there, if you'd like to apply any placement multipliers for Top of Search or Product pages, enter those percentages in their respective fields.
💡 Learn more about "Campaign Management" here.
1️⃣ 0️⃣ Finally, enter a name for your goal and click "Launch Goal" to finalize.
How To Launch A Custom Product Targeting Goal
1️⃣ Repeat steps 1 to 3 mentioned here.
2️⃣ Select "Product Attributed Targeting" and enter your target ACoS and budget figures.
3️⃣ In the Product Targeting section, enter ASINs, and click "Add Product Targets"
4️⃣ Finally, enter a name for your goal and click "Launch Goal" to finalize.