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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”.
What are Placement Multipliers?
Placement Multipliers allow you to impact how high your bids on various placements can be. You can edit your placement multipliers within the "Advanced Settings" of your Goal.
Goal > Advanced Settings > Campaign Management > Adjust Bids by Placement
There are a few types of placement multipliers available to use.
Top of Search % - adjusting to increase bids for TOS placements
Rest of Search % - adjusting to increase bids for ROS placements
Product Pages % - adjusting to increase bids for PP placements
🚨 Note that there are different impacts for Classic (multi-campaign) goals and Custom (single campaign) goals for placement multipliers. This article breaks down these differences.🚨
Classic (Multi-Campaign) Goals
Classic goals include Universal, Brand Based and Advanced goals in Perpetua
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.
Behaviour
Engine-based bid > Placement multiplier > Final bid.
Note - Placement multipliers are additive meaning a base of 0% = 1x, where as 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 other placements = $0.33
🚨 When multiple placement multipliers like TOS 200%, ROS 100%, and PP 50% are in effect, bids are adjusted by the highest multiplier. In this case, bids are scaled back by the maximum multiplier, which is 200%.🚨
Placement Bidding mode
While the platform defaults to scaling back bids when placement multipliers are active in Classic (Multi-Campaign) Goals, users now have the option to control this behaviour. They can choose whether or not to scale back bids by utilizing the new toggle and selecting their preferred “Placement bidding mode.”
Custom (Single-Campaign) Goals
Custom goals include single campaign launch and campaign takeover in Perpetua
🚨 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.
Behaviour
Engine-based bid > Placement multiplier > Final bid.
Note - Placement multipliers are additive meaning a base of 0% = 1x, where as 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
Article last updated April 2024. If you find this information to be out of date, please contact hello@perpetua.io.