If you are unsure what goal to set in Adspert, please read the brief explanation of each goal and when to use it. See below the table of content to navigate quickly to each goal type.

Note

Please consider that Adspert calculates all goals on a daily basis. Starting from the day of goal setting, Adspert tries to reach the daily goals in the way that the goal per “month” is reached by spacing it out to 30 consecutive days. If Adspert bids too high or too low on one day, it doesn’t compensate it in the following days because too high adjustments may harm the performance and this could lead to escalating effects.

Table of content

  1. Cost/month

  2. Cost/conversion

  3. ROI

  4. Cost Revenue Ratio (CRR) or Advertising Cost of Sales (ACoS)

  5. Autopilot

1. Cost/month

Select this goal if you want to spend roughly a certain budget per 30 days and you want to Maximize Conversions & Maximize Conversion Value.

The monthly goal for “costs/month” will be divided by 30 days. Adspert uses “month” not as a calendar month, e.g. cost/month goal of €3.000 will be (€3.000 / 30) €100 on a daily level.


Depending on changes in the account or market, Adspert may be over or under your daily goal. If you need a fixed budget limit, please set it in the native platform as a daily budget. The native platform will stop running the ads when the budget is reached and this will limit Adspert from spending more.

Best practice: Should the daily budget in the native platform be the same as the goal on Adspert?

It's important to give Adspert flexibility to reach the goal and even on some days exceed the daily goal. To understand why this is important, let’s take the following example.

There is a €3.000 cost/month goal, which is per day €100 (€3.000 / 30 days). On some days keywords in the account/campaign get searched more often than on others which means that there is much more potential to have great performance on days with more searches. This could be for example Monday, which is the beginning of the working week for most people in comparison to Sunday, where people might be relaxing and searching for things they want to buy or explore. So it might make sense to spend more than €100 on a Sunday.

Therefore we always suggest setting a 20% higher daily budget on the native platform. In the example from above, we would suggest setting a daily budget on the native platform of (€3.600 / 30 ) € 120

2. Cost/conversion

Select this goal if you have a certain cost per conversion. When enabling this goal Adspert will try to maximise the conversions for the given target that has been set.

When setting this goal, it's important not to differ strongly from the historical costs per conversion because this might lead to a negative change in your performance. If you want to change the target value, we recommend changing the target value only by a maximum of 20% every time. When this target value is reached you can again change the target by 20%, etc.

Example

The historical cost/conversion of the last 30 days is €10 and the desire is to decrease this target value. At first set your target value to €8 (€10 * 0,8). When this is approximately reached it's possible to decrease it again by 20% to a target value of €6.4 (€8 * 0,8).

3. ROI

Choose this goal if you want to achieve a certain return on investment (ROI), also known as target ROAS (Return on Ad Spend).

Our recommendation is the same as the cost/conversion goal: not diver too much from the historical ROI of the last 30 days. If you want to change the target value, we recommend changing the target value only by a maximum of 20% every time. When this target value is reached you can again change the target by 20%, etc.

Example

The historical ROI of the last 30 days is 2.0 and the desire is to increase this target value. At first set your target value to 2.4 (2.0 * 1,2). When this is approximately reached it's possible to increase it again by 20% to a target value of 2.88 (2.4 * 1,2).

4. Cost Revenue Ratio (CRR) or Advertising Cost of Sales (ACoS)

This goal is similar to the ROI only the way of measuring is different. You divide the advertising cost by the revenue.

Similar to our recommendations for the cost/conversion and ROI goals, we suggest setting your goal according to the historical CRR or ACoS value of the last 30 days. If you want to change the target value, we recommend changing the target value only by a maximum of 20% every time. When this target value is reached you can again change the target by 20%, etc.

Example

The historical CRR or ACoS of the last 30 days is 20% and the desire is to decrease this target value. At first set your target value to 16% (20% * 0,8). When this is approximately reached it's possible to increase it again by 20% to a target value of 12,80% (16% * 0,8).

5. Autopilot

Select this goal only when you are doing profit optimisation. Adspert needs to receive your gross profit values in order to enable this goal. The best-case scenario is to receive the gross profit values as granular as possible (on product level) and to receive a gross profit feed that is dynamic. See here the parameters to set this for Amazon Ads and Google Ads.

When enabling this goal Adspert will focus on maximising your net profit. The net profit is calculated as follow.

Autopilot = sum of gross profit excluding ad spend – the sum of ad spends

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