Quick Links:
Introduction
Within Perpetua lies the ability to apply different multipliers, across campaigns, targets and goals. These include:
Bid multipliers (or adjustments) to increase or decrease bids.
Bid multiplier schedules (or dayparting) to increase or decrease bids across goals/segments at different times of the day/days of the week.
Placement multipliers to increase bids on specific placements over others such as top of search (TOS).
Where applicable, these various multipliers impact the base bid calculated by the ad engine and may result in a new “effective bid”. This article breaks down their behaviour, both individually and in relation to each other.
🚨 Note that there are different impacts for Classic (multi-campaign) goals and Custom (single campaign) goals for placement multipliers. 🚨
Base Multipliers
Stream
100% multiplier in Stream schedules - means the default bids set by the engine at the start (base bid * placement modifier if applicable).
Bid Adjustments
100% multiplier in bid adjustments - no adjustment, same default bid.
Classic (Multi-Campaign) Goals
Classic (Multi-Campaign) Goals
Classic goals include Universal, Brand Based and Advanced goals in Perpetua
Manual Bid multipliers are applied first to the base bid e.g. 2x or 200%.
The bids are then scaled back to account for placement multipliers. This is to avoid over-multiplying bids to a crazy degree.
It is important to note that the placement multipliers are defined at a campaign level and not a keyword level.
Dayparting bid multipliers are applied last (where applicable).
Here is how the final keyword bid would be computed in different scenarios (in the example of a single keyword campaign with a base bid of $1 for ease of explanation):
1️⃣ Bid Multipliers Alone
Engine-based bid > Bid multiplier > Final bid.
Example:
Base engine bid = $1.
Manual bid multiplier of 150% or 1.5x = 1 * 1.5 = $1.50.
Final keyword bid = $1.50.
2️⃣ Placement Multipliers Alone
Engine-based bid > Placement multiplier > Final bid.
Note - Placement multipliers are additive meaning a base of 0% = 1x, where as a 200% = 3x (1x (base) + 2x (TOS multiplier).
Example:
Base engine bid = $1.
TOS placement multiplier of 200% = 1 / 3 = $0.33 (scaled back to avoid over multiplying).
Final keyword bid = $0.33.
Effective auction bid on TOS = $0.33 * 3 = $1
Effective auction bid on ROS = $0.33
The same logic applies should you have a placement multiplier on ROS instead of TOS (i.e. if there is a ROS placement multiplier in effect, the effective bid will be higher for ROS).
3️⃣ Bid Multipliers and Stream
Engine-based bid > Bid multiplier > Stream schedule multiplier > Final bid.
Example:
Base engine bid = $1.
Manual bid multiplier of 150% or 1.5x = 1 * 1.5 = $1.5.
Day parting schedule of 50% = 1.5 * 0.5 = $0.75.
Final keyword bid = $0.75.
4️⃣ Placement Multipliers and Stream
Engine-based bid > Placement multiplier > Stream schedule multiplier > Final bid.
Note - Placement multipliers are additive meaning a base of 0% = 1x, where as a 200% = 3x (1x (base) + 2x (TOS multiplier).
Example:
Base engine bid = $1.
TOS placement multiplier of 200% = 1 / 3 = $0.33 (scaled back to avoid over-multiplying).
Day parting schedule of 50% = 0.33 * 0.5 = $0.17.
Final keyword bid = $0.17.
Effective auction bid on TOS = $0.33 * 3 = $1
Effective auction bid on ROS = $0.17
The same logic applies should you have a placement multiplier on ROS instead of TOS (i.e. if there is a ROS placement multiplier in effect, the effective bid will be higher for ROS).
5️⃣ Bid Multipliers, Placement Multipliers and Stream
Engine-based bid > Bid multiplier > Placement multiplier > Stream schedule multiplier > Final bid.
Note - Placement multipliers are additive meaning a base of 0% = 1x, where as a 200% = 3x (1x (base) + 2x (TOS multiplier).
Example:
Base engine bid = $1.
Manual bid multiplier of 150% or 1.5x = 1 * 1.5 = $1.5.
Placement multiplier of 200% = 1.5 / 2 = $0.75 (scaled back to avoid over multiplying).
Day parting schedule of 50% = 0.75 * 0.5 = $0.38.
Final keyword bid = $0.38.
Effective auction bid on TOS = $0.38 * 3 = $1.14
Effective auction bid on ROS = $0.38
6️⃣ Fixed Bids, Placement Multipliers and Stream
Manual fixed bid > Placement multiplier > Stream schedule multiplier (if togged on for fixed bids) > Final bid.
Note - Placement multipliers are additive meaning a base of 0% = 1x, where as a 200% = 3x (1x (base) + 2x (TOS multiplier).
Example:
Manual Fixed Bid = $1.
Placement multiplier of 200% = 1 * 3 = $3.
Day parting schedule of 50% = 3 * 0.5 = $1.50.
Final keyword bid = $1.50.
Effective auction bid on TOS = $1.50 * 3 = $4.50
Effective auction bid on ROS = $1.50
Custom (Single-Campaign) Goals
Custom (Single-Campaign) Goals
Custom goals include single campaign launch and campaign takeover in Perpetua
Manual Bid multipliers are applied first to the base bid e.g. 2x or 200%.
🚨 Unlike Classic Goals, bids are NOT scaled back to account for placement multipliers. 🚨
It is important to note that the placement multipliers are defined at a campaign level and not a keyword level.
Dayparting bid multipliers are applied last (where applicable).
Here is how the final keyword bid would be computed in different scenarios (in the example of a single keyword campaign with a base bid of $1 for ease of explanation):
1️⃣ Bid Multipliers Alone
Engine-based bid > Bid multiplier > Final bid.
Example:
Base engine bid = $1.
Manual bid multiplier of 150% = 1 * 1.5 = $1.50.
Final keyword bid = $1.50.
2️⃣ Placement Multipliers Alone
Engine-based bid > Placement multiplier > Final bid.
Note - Placement multipliers are additive meaning a base of 0% = 1x, where as a 200% = 3x (1x (base) + 2x (TOS multiplier).
Example:
Base engine bid = $1.
TOS placement multiplier of 200% = 1 * 3 = $3
Effective auction bid on TOS = $3
Effective auction bid on ROS = $1
The same logic applies should you have a placement multiplier on ROS instead of TOS (i.e. if there is a ROS placement multiplier in effect, the effective bid will be higher for ROS).
3️⃣ Bid Multipliers and Stream
Engine-based bid > Bid multiplier > Stream schedule multiplier > Final bid.
Example:
Base engine bid = $1.
Manual bid multiplier of 150% or 1.5x = 1 * 1.5 = $1.50.
Day parting schedule of 50% = 1.5 * 0.5 = $0.75.
Final keyword bid = $0.75.
4️⃣ Placement Multipliers and Stream
Engine-based bid > Placement multiplier > Stream schedule multiplier > Final bid.
Note - Placement multipliers are additive meaning a base of 0% = 1x, where as a 200% = 3x (1x (base) + 2x (TOS multiplier).
Example:
Base engine bid = $1.
TOS placement multiplier of 200% = 1 * 3 = $3
Day parting schedule of 50% = 2 * 0.5 = $1.50.
Effective auction bid on TOS = $1.50
Effective auction bid on ROS = $0.50
The same logic applies should you have a placement multiplier on ROS instead of TOS (i.e. if there is a ROS placement multiplier in effect, the effective bid will be higher for ROS).
5️⃣ Bid Multipliers, Placement Multipliers and Stream
Engine-based bid > Bid multiplier > Placement multiplier > Stream schedule multiplier > Final bid.
Note - Placement multipliers are additive meaning a base of 0% = 1x, where as a 200% = 3x (1x (base) + 2x (TOS multiplier).
Example:
Base engine bid = $1.
Manual bid multiplier of 150% or 1.5x = 1 * 1.5 = $1.50.
Placement multiplier of 200% = 1.5 * 3 = $4.50.
Day parting schedule of 50% = 4.50 * 0.5 = $2.25.
Effective auction bid on TOS = $2.25
Effective auction bid on ROS = $0.75
6️⃣ Fixed Bids, Placement Multipliers and Stream
Manual fixed bid > Placement multiplier > Stream schedule multiplier (if toggled on for fixed bids) > Final bid.
Note - Placement multipliers are additive meaning a base of 0% = 1x, where as a 200% = 3x (1x (base) + 2x (TOS multiplier).
Example:
Manual Fixed Bid = $1.
Placement multiplier of 200% = 1 * 3 = $3.
Day parting schedule of 50% = 3 * 0.5 = $1.50.
Effective auction bid on TOS = $1.50
Effective auction bid on ROS = $1
Article last updated April 2024. If you find this information to be out of date, please contact hello@perpetua.io.