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Step-by-step optimisation
Optimising your KPIs

Optimising your KPIs

Optimising your campaign can also be tackled per KPI. Here are practical tips to lower your ACoS, increase your impressions and clicks, and monitor your performance.

ACoS optimisation

Do you have placements with an ACoS different from what you intended? If so, you can adjust your bidding strategy.

Automatic Campaign

  • ACoS too high: Lower your target ACoS to achieve cheaper clicks, but be aware that this may lead to fewer impressions.
  • Below your target ACoS: Consider increasing your target ACoS and daily limit to create more bidding room, which can lead to more impressions.

Manual Campaign

  • ACoS too high:
    • Search results page: Lower the bid on keywords with high costs and low revenue.
    • Category pages: Lower the bid on specific categories generating little revenue.
    • Product pages: Lower the bid on these placements if the costs are too high.
      How were the page types again?
  • Below your target ACoS: Increase the bid on the best-performing keywords, categories, or product pages to get more out of your campaign. We also recommend increasing the daily limit to fully benefit from the increased bids.

Raising impressions of your campaign

The quickest way to increase your impressions is by raising your bids. This can be done by increasing your target ACoS in an automatic campaign or by raising your bids in a manual campaign. Additionally, setting a higher daily limit ensures that your ads remain visible for a longer period.

Increasing clicks

Want to increase the number of clicks? You can do this by optimising your keywords, your categories and the product page. See the chart below.

Monitoring performance

It is important to keep a close eye on how your campaign is performing. See here how you can best do that for both an automated and a manual campaign.