Before using Opteo's Improvements to optimise your campaigns, make sure to adjust your settings to match your account structure and goals. The more information you give to Opteo, the more tailored your recommendations will be.
This guide will cover the four key components to setting up your Opteo Improvements:
Choosing a performance mode
Organising campaigns into groups
Selecting your conversion actions
Setting a target (CPA or ROAS)
1. Choosing a performance mode
To optimise an account effectively, it's helpful to understand its primary KPI. Opteo offers two KPI modes: Cost Per Acquisition (CPA) mode or Return On Ad Spend (ROAS) mode.
Your chosen mode influences all Opteo features, from Improvements to Reports. It does not affect your Google Ads settings, it simply helps Opteo understand your optimisation goals. Specifically, it determines whether we focus on conversion value and ROAS data or CPA and conversion data.
ROAS mode is perfect for eCommerce accounts, since it provides Opteo with access to both the ROAS and conversion value data needed to make profit-focused decisions.
CPA mode is ideal for lead-generation businesses, since it focuses on your conversion volume and CPA data to reduce the risk of wasted ad spend.
How to choose an accounts performance mode?
Open the account
Go to Settings (top right)
Scroll down to Performance Mode
Select ROAS or CPA from the dropdown menu and update
2. Organising campaigns into groups
In Opteo, when managing multiple campaigns, the "Campaign Groups" setting helps organise your campaigns for better optimisation. Grouping campaigns offers two main benefits:
Campaign structure: Each campaign you create typically has a distinct goal, like launching a new product, targeting competitors, or showing up for your brand term. By organising your campaigns into groups, it helps Opteo recognise their differences, so we know not to compare them or blend their data.
Data aggregation: Many campaigns may lack sufficient historical data to make reliable decisions alone. By grouping campaigns with similar purposes together, we can pool their data into a larger dataset, which results in faster recommendations. Avoid having a single campaign in a campaign group unless it’s a suitably-sized campaign with lots of data.
How do I organise my Campaign Groups?
Open an account
Click the Campaign Groups button on the right-hand side of the Improvements page
Create a new group by clicking Add New Group +
Find and select your campaigns and move them to the desired group
Edit the campaign group name to make it clear (e.g. if you have a campaign targeting competitor keywords, create a group called "Competitors")
3. Selecting your conversion actions
Why do I need to select conversion actions?
Because accurate conversion data is essential!
To make sure Opteo is making decisions based on accurate data, let us know which conversion actions you want us to look at, and which ones you want us to ignore.
By default, Opteo selects all of your primary conversion actions. You can choose to enable or disable any of the conversion actions by selecting their checkbox.
Disabling a conversion action means its conversion data will not be included in Opteo's Improvement recommendations.
The conversion actions you select will be applied to that specific campaign group. That means, if you prefer, each campaign group can optimise to different conversion actions.
How to adjust your conversion actions:
Open an account
Click the Campaign Groups button on the right-hand side of the Improvements page
Click the pencil icon next to Conversion Actions (top right of each campaign group)
Select the conversion actions you want to
De-select the conversion actions you want to exclude
4. Setting your targets
Opteo has many types of Improvement recommendations that require a goal to use as a benchmark — from pausing underperforming keywords, to excluding bad websites.
Targets help us understand what "good" performance is, so we know when we see bad performance.
Here's how to set them:
Open an account
Click the Campaign Groups button on the right-hand side of the Improvements page
Next to the Target CPA/ROAS box, click the pencil icon
Choose between Automatic Targeting (we'll use the average ROAS/CPA for the last 90 days as the target) — best for steady optimisation or if you don't know your target
Or Manual Target (set your own target) — best if you have a realistic target to achieve
Note: Setting a Target CPA/ROAS in Opteo does not affect your Google Ads bidding strategy settings.
Technical Notes:
All data in Campaign Groups is from the last 90 days.
Opteo defines a brand campaign as a Search campaign with your domain as a keyword of any match type with at least one impression.
Only your primary conversions will be enabled by default, but you can also select any secondary conversions.
Campaigns must be placed in a campaign group — they cannot exist as free agents.
Campaigns can only be in one campaign group at a time.
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