When and how to switch from Cost per Day to ACoS, ROAS, or Cost per Conversion goal?
Before Your Switch Goals
Before changing the Cost per Day goal to an ACoS, ROAS, or Cost per Conversion goal, first check Performance Group conversions.
Why? As opposed to the Cost per Day goal, ACoS, ROAS, and Cost per Conversion goals are revenue-based goals. To optimize for any of the three revenue-based goals, the Adspert algorithm needs sufficient revenue data. The revenue data comes from conversions. In other words - if a Performance Group has not yet generated enough conversions, then it is not yet the time to switch to any revenue-based goal.
A Performance Group should have more than 30 conversions in the last 30 days.
This ensures there is enough revenue data for switching to a revenue-based goal: ACoS, ROAS, or Cost per Conversion.
Step 1: Check your Performance Group conversions
Here is how you can check the number of conversions in the last 30 days:
Click “Control” from the main navigation bar and choose “Goals” from the drop-down menu. Set the calendar to the last 30 days by selecting “Last 30 days” and clicking “Apply”.
2. Find the Performance Group you're considering for the switch.. From the metrics, find Conversions and check the number of conversions your campaigns received in the last 30 days.
Based on the number of conversions, the best practices are:
Less than 30 conversions → Stay with a Cost per Day goal
More than 30 conversions → You can switch to a revenue-based goal like ACoS, ROAS, or Cost per Conversion. See step 2 below for how to do this.
Step 2: Review all campaigns in your Performance Group
Before changing the goal, review all campaigns in your Performance Group.
Question to ask: do all campaigns in your Performance Group have at least one conversion?
If Yes: You can switch to a revenue-based goal (ACoS, ROAS, or Cost per Conversion). See here how to adjust and review goals.
If No: Separate campaigns with 0 conversions. Move them to a Performance Group with a Cost per Day goal.
Why move campaigns with no conversions to a Performance Group with a Cost per Day goal (and not ACoS goal)?
When campaigns have no conversions and an ACoS goal, our AI may not push these campaigns or increase their bids to generate traffic.
Why? Because conversions indicate revenue and revenue is the driving factor for Performance Groups with a revenue-based goal (ACoS, ROAS, Cost per Conversion).
So: if you’d like to set a revenue-based goal for your Performance Group, move campaigns with no conversions to another Performance Group to achieve best results.
Step 3: Filter and move campaigns with no conversions to a separate Performance Group
First, filter out the campaigns with no conversions. Click “Control” from the main navigation bar. Choose “Goals” from the drop-down menu.
Select the Performance Group in question and click “Add filter”.
3. Various filter options appear.
4. Choose the “Conversions” filter
5. Select “is equal to” and enter “0”, then click “Apply”.
6. After you have applied this filter, you only have campaigns without conversions on the list. Select them all and click “Move Campaigns”.
Move the campaigns to an existing Performance Group with a Cost per Day goal. Or create a new Performance Group with a Cost per Day goal. Read this article to learn more on how to move campaigns to another Performance Group .)
7. After moving the zero-conversion campaigns, go back to your original Performance Group and change the goal to ACoS, ROAS, or Cost per Conversion.
For more details, read this article on how to adjust and review goals.