Congratulations, the learning phase of your account is finished! Now you’re wondering how to continue? I got your back.
In this article, I will present three recommended options, tips and best practices.
Reminder: What is a learning phase?
The learning phase is the initial setup that we strongly recommend whenever you start using Adspert OR add new advertising campaigns to your account. It involves creating
only one Performance Group per platform (or marketplace), assigning all campaigns to it, and setting a Cost per Day goal. Then you should let the optimization run for 2-3 weeks.
Watch this tutorial video to see how to create a Performance Group and set a goal.
After the learning phase, you can either leave your Performance Group as it is, adjust its goal value or restructure it.
I will explain exactly how to carry out all three options.
Your Next Move: 3 Options to Consider
After the learning phase is finished, we recommend you to pick one of these three options:
Leave your Performance Group structure as it is
Adjust your Performance Group’s goal value
Restructure your initial Performance Group
Before we dive in, I would like to point out that when it comes to the Performance Group structure, it’s best to keep it as simple and stable as possible.
A simple structure does not only keep your input manageable, but in most cases also returns the best results.
1. Leave your Performance Group structure as it is
This one is self-explanatory. You simply leave your setup as it is. You have 1 Performance Group that contains all your advertising campaigns.
💡Pro Tip: Less is more
You can create as many Performance Groups as you would like according to your needs, portfolio, seasonal sales, etc. But this doesn’t mean that you should.
One of the Adspert’s best practices is to keep your overall Performance Group setup as simple and stable as possible.
For best results, change your Performance Group structure and goals only when it is truly necessary.
And this brings us to options 2 and 3.
2. Adjust your Performance Group’s goal value
You are happy with your Performance Group’s goal type (e.g. Cost per day) but you would like to increase or decrease your daily spending. In other words, you need to change your goal value.
Best practices for changing the goal value are:
Do not change your target value for more than +/-20% of the current goal value.
Follow Adspert guidelines shown on your screen after you type in a new goal value.
Pay special attention to red and orange warnings. If only possible, adjust the goal value so the warnings will turn green.
💡Pro Tip: Read this article to learn more about how to adjust and review goals.
3. Restructure your initial Performance Group
Your second option after the learning phase (first 2-3 weeks with Adspert) is to restructure your campaigns from a single Performance Group to multiple Performance Groups.
During the learning phase, our smart AI has collected loads of data about your advertising campaigns. You can restructure your initial Performance Group by splitting advertising campaigns in several Performance Groups based on their similarities and your personal targets.
You can group campaigns based on:
Campaign type
Number of conversions
ACoS values
Costs
Campaigns status
Selling similar or the same products
And much more
⚠️ Important
Before you set a revenue-based goal or performance based goal (ACoS, ROAS or Cost per Conversion), first check if your Performance Group got enough conversions in the last 30 days (see the screenshot below). Learn here how to check the number of conversions.
Number of conversions (too) low? Check out the next Pro Tip below!
💡Pro Tip: Low Number of Conversions
Do some of your advertising campaigns have a low number of conversions? Then we recommend you to create a Performance Group specifically for this type of campaigns!
Create a Performance Group with a Cost per Day goal
Assign to it all campaigns with a low number of conversions
When a certain campaign starts to perform better, you can think about re-assigning it to another existing Performance Group
3 Common Ways to Group Advertising Campaigns
Adspert users usually group advertising campaigns into Performance Groups based on:
Strategy
Business objectives
Product type (e.g. you are selling mugs and phone cases, then you can create 2 Performance Groups: one for each product type that is very different from the other)
💡Pro Tip:
Especially if you have a lot of advertising campaigns in your account, our filtering and sorting options can save you lots of time when creating a new Performance Group. Find out more here: “How to filter campaigns within a Performance Group & create new Performance Groups”