Performance Group goals are the main target of your advertising campaigns driven by Adspert. After the optimization starts to run, sooner or later you will check how it is doing towards the set goal and might want to adjust it.
The first part of this article explains how to adjust a goal. The second part describes how to review the goal and goal values in the most optimal way, using a few practical examples.
Adjust the goal
Review the goal
Every time you adjust a goal or goal value, pay special attention to the review step that follows. Adspert compares the changes to the previous goal or goal values. If some values seem a bit off, you will get a warning along with improvement recommendations.
Adjust the goal
Choose “Control” from the main navigation bar and select “Goals” from the drop-down list. Find the Performance Group in question. To adjust the existing Performance Group goal, hover over the main goal with the cursor and click at the edit symbol.
When editing an existing goal or setting a goal to a new Performance Group, Adspert reviews three different aspects:
Is the goal realistic and the goal value reachable?
Selected value is within +/-20% range of the current goal.
Selected value is within +/-20% range of the goal’s historical value.
We will closely look at all listed goal aspects in the second part of the article.
Review the goal
As mentioned above, after adjusting the goal or its values, Adspert reviews how the change corresponds to all three aspects. If the goal or the goal values are off, Adspert displays a warning including a guidance how to adjust them.
Suitability of goal values is marked in three different ways:
Green - goal values are ok
Orange - goal values could be improved
Red - goal values are off and should be changed. It is possible to proceed with a goal marked with a red warning, but it is not a good idea as it will most likely not return good results.
Let's illustrate with an example where a
Performance Group has an ACoS goal:
The current goal value is set to 20% ACoS.
The current Performance Group value is 71.70% of ACoS.
The new goal value is set to 5% ACoS.
After adjusting the goal, follows the review:
Two orange warnings - goal values could be improved. Improvement recommendations are written within the orange warning banners.
Red warning - Based on historical data Adspert predicts that the newly set goal value of 5 % of ACoS is not reachable. Whenever you get a red warning, we strongly advise you to adjust the goal. Click “See Scenarios” from the red warning banner to get a recommendation for a more reachable goal. The recommendation displayed in the Scenario view is based on existing historical and market data.
Adspert takes you back to the Scenarios where you can change the goal value. Clicking on a point on the Scenario curve.
There is a shadow behind the Scenario curve. The point where the shadow is the most narrow reflects the goal value that is the most within reach. The wider the shadow gets, the more the goal is out of reach.
Click on a point on the Scenario curve to change the goal value. Then click “Set Performance Group goal”.
The new goal value is around 67 % ACoS. After adjusting the goal value, Adspert again reviews how the change corresponds to the three aspects:
Is the goal realistic and the goal value reachable? The new goal value is estimated as reachable. The warning turned from red to green.
Is the difference between the previous and the new goal value within +/- 20%? The difference between the current Acos value of 71 % and goal value 67 % is less than 20%. Therefore, the difference between the goal values is not too big and corresponds to Adspert’s best practices.
Selected value is not within +/-20% range of the goal’s historical value/ current goal value - here can be improved
Click “Set as the Performance Goal” to confirm goal adjustments. The Performance Group is already optimizing connected campaigns towards the newly adjusted goal!
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