Features/Ad Units
KPIs
ACoS
CPC
Method 1️⃣ - Stream Optimization
With Stream reporting and optimization, you can shift your investment away from low-profit periods (high expected ACoS) and focus on the specific hours of the day and days of the week when your campaign ACoS is lowest.
For example, with Stream, you could see how your unbranded campaign has performed in the last 30 days from May to June. Discovering that ACoS and CPC are the highest on Saturdays and Sundays from 12:00 - 3:00 am, you can lower bids by 50%. Decreasing your aggression during these inefficient periods is likely to make your account run more profitably.
You can compare the hourly and daily breakdown of several metrics, but to optimize for ACoS, try looking at ACoS, CPC, and CVR. After implementing your Stream schedule, make sure you monitor sales closely to prevent sales loss.
🚨Note: This feature is currently available to Pro and Enterprise customers (review our pricing here). Stream optimization can be applied to SP goals at a segment level (including Custom Goals and Keyword Boosts). Changes to AUTO campaigns can't be applied.🚨
Method 2️⃣ - Implement Min/Max Bid
If you find yourself facing consistently high CPC, consider setting maximum bids for underperforming segments to reduce costs. For instance, if a competitor segment has excessively high CPC, rather than simply decreasing the Target ACoS to cut bids, you might want to maintain competitiveness without sacrificing bid reduction across the board.
🚨Note: This feature is currently in Closed Beta status (for SP only), so ask your Data Strategist to activate it on your account so you can set bid limits to control your spending.🚨
Article last updated December 2023. If you find this information to be out of date, please contact hello@perpetua.io.