This article covers common questions around organising your campaigns and setting targets.
If you’re looking for a broader overview of why we built the Manage tab, and why Campaigns and Campaign Groups will be useful to you, see our Introduction to Manage.
How do I organise my Campaign Groups?
Create new campaign groups by clicking New Group. Simply click and drag your campaigns between campaign groups to organise them.
It’s a good idea to group campaigns with similar CPA targets or conversion types. The most popular grouping is branding campaigns vs. non-branding campaigns: branded terms often have much lower CPAs than non-branded and require different keyword management tactics. If Opteo identifies a branding campaign within your account, we’ll automatically sort it into a branding campaign group.
Location-based groups are another popular way to organise campaigns, as conversions in different locations can have different values for a business.
Avoid splitting out your campaigns into too many campaign groups: the more data each group has, the more improvement tasks Opteo can recommend.
How do I select the conversion types for each campaign group?
Click on the drop-down next to Conversion Types in the right corner of the campaign group. Check the boxes of the conversion types you’d like to consider. The number in brackets indicates the number of conversions this type has achieved in the past 90 days.
You’ll only see conversion types that tick two requirements: (1) had a conversion in the last 90 days, and (2) designated to ‘Include in Conversions’ inside AdWords. To see this in AdWords, hit Tools > Measurement > Conversions. Each conversion type will be listed with a ‘Yes’ or ‘No’ in the Include in Conversions column.
Should I set a Manual Target CPA or use Auto-Targeting?
Auto-targeting uses the average CPA for the last 90 days as a target CPA. Selecting this option will steadily optimise and improve account performance by capitalising on better-than-average CPAs and reducing above-average CPAs .
If you have a target in mind, it’s usually better to tell Opteo where you’d like to be by setting a manual CPA target. That way, we can offer more relevant improvements to bring you in-line with your targets.
If your target is extremely far away from the current performance, we’d advise you to choose something more realistic for now, or use auto-targeting to bring the account closer in the short-term. Otherwise, drastic targets can cause unexpected recommendations from our algorithm.
Why is my number of conversions not a whole number?
The number of conversions achieved depends on the attribution model you selected in AdWords for the chosen conversion types. To find this in AdWords, click Tools > Measurement > Conversions, select the desired conversion type and click Edit Settings > Attribution Model.
In one scenario, you might have chosen a model that attributes credit for a conversion across several clicks, some of those clicks may have happened more than 90 days ago. In this case, the conversion will be worth less than 1, and your total number of conversions will be a decimal.
Example: You’re using a position-based attribution model, with 40% of credit going to the first- and last-clicked ads. The ad was first clicked on 91 days ago, so the conversion is worth 0.6 today.
In another scenario, the searcher could have clicked on multiple ads from different campaigns, so conversions are attributed across multiple campaigns.
Example: You’re using a position-based attribution model, with 40% of credit going to the first- and last-clicked ads. The last click was on an ad from your branding campaign, while the others were on ads from non-branding campaigns. Your branding campaign will have 0.6 of this conversion attributed to it.
- The more campaigns in a campaign group, the more data. Avoid having a single campaign in a campaign group, unless it’s a suitably-sized campaign with lots of data or a branding campaign.
- Campaigns must be placed in a campaign group — they cannot exist as free agents.
- Opteo will scan your account for a branding campaign and, if one is found, automatically place it in a branding campaign group.
- Campaigns can only be in one campaign group at a time.