POST LAUNCH

***Launching a new account or a new goal with ASINs that have historical spend needs to be done very specifically. Consult a customer success rep if you're unfamiliar with this***

Once an account is first launched, we highly discourage making any changes for the first 1-2 weeks, especially any downward Target ACoS changes, unless necessary.

  • Let the ad engine learn and perform initial optimizations without user interference

  • The ASINs launched in Perpetua goals will automatically be paused in your old campaigns in 48 hours

  • The past 60 days of data (targets and performance data) is automatically brought over

ACCOUNT MAINTENANCE

Budgets

  • We recommend being at 70% budget utilization or less

  • Ensure there isn't an account level cap set in the ad console

When Lowering Your Target ACoS

  • Decrease Target ACoS by a maximum of a relative 10% at a time (if Target ACoS is 40%, reduce by a maximum of 4%).

  • Wait 5-6 days to evaluate the impact of a Target ACoS change before deciding to reduce further or to revert the initial change.

How to Lower your Goal's ACoS (More Info)

  • If the goal has a lot of data and frequent conversions

    • Reduce Target ACoS as per the recommendations above

  • If the goal has little data and/or infrequent conversions

    • Increase Target ACoS or do bid adjustments to increase bids

    • Once you have more converting targets that can help you achieve your ideal ACoS, lower your Target ACoS as per the guidelines above and the ad engine will weed out the wasteful terms

How to Increase Sales and Scale Up a Goal (More Info)

  • Increase Target ACoS to increase your spend and sales volume

  • Alternatively, if you want to be more calculated, do 1-2 bid adjustments at a time to test certain targets at higher bids

Bid Adjustments

  • Do a maximum of 3-5 bid adjustments within a goal at once. Too many bid overrides can hinder optimization

    • If you're looking to bid adjust more targets, you might just want to change your Target ACoS

  • Never leave a bid adjustment to 'Always on'

Keyword Boosts

  • Target ACoS should be 1.2-1.5x higher than the original segment's Target ACoS

    • If you're not getting a top of search placement, consider increasing it further

  • Use Exact match types only if you're trying to increase share of voice

CAUTION

  • Launching a new account or a new goal with ASINs that have historical spend needs to be done very specifically. Consult a customer success rep if you're unfamiliar with this

  • Switching Targeting types (from Universal to Brand Based, for example) needs to be done very specifically. Consult customer success rep if you're unfamiliar with this

  • Do not bulk add hundreds of targets into a goal at once

    • Add 5-10 targets, let the goal settle and optimize over a week, and then add the next batch

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