How Do I Configure My Advertising Strategy?
The Advertising Strategy configuration defines the core parameters EVA uses to guide automated advertising optimization.
These settings determine how the platform evaluates campaign efficiency, how bids can be adjusted, and what performance targets EVA should aim to maintain while managing advertising activity.
By configuring these strategy settings, you establish the optimization framework that governs how EVA interacts with your campaigns. The system will use these parameters when making automated adjustments, ensuring that bidding behavior and campaign performance remain aligned with your advertising objectives.
The strategy setup consists of three configuration steps:
- Selecting your advertising focus
- Choosing the performance metric used to evaluate efficiency
- Defining bid boundaries that limit automated bid adjustments
Once configured, these settings guide EVA’s automated advertising decisions across your account.
Step 1: Open Advertising Configurations
- In the left navigation panel, click Advertising.
- Select Configurations.
This opens the Advertising Configurations page.
At the top of the page, you will see several configuration sections. To configure your advertising strategy, select the Store Settings tab.
The Store Settings section contains the strategy setup steps required to define how EVA manages advertising performance.
Step 2: Select your advertising focus
The Focus setting determines how EVA should balance growth, efficiency, and profitability when optimizing advertising campaigns.
Available options include:
- Growth Focused
This option prioritizes aggressive expansion of advertising performance. Campaigns may tolerate higher advertising costs in order to drive increased traffic, impressions, and sales growth.
- Lean Growth
Lean Growth aims to expand advertising performance while maintaining tighter cost control compared to pure growth strategies. It supports scaling campaigns while maintaining moderate efficiency.
- Balanced Approach
This option balances revenue growth and profitability. EVA will attempt to expand advertising performance while maintaining reasonable advertising efficiency.
- Lean Profit
Lean Profit prioritizes efficiency and margin protection while still allowing limited campaign expansion.
- Profit Focused
This strategy prioritizes profitability above all other objectives. Advertising activity focuses on maintaining efficient performance and minimizing unnecessary advertising spend.
Selecting the appropriate focus helps ensure that EVA’s optimization decisions reflect your overall business priorities.
Step 3: Choose the performance metric
Two metrics are available:
- ACoS (Advertising Cost of Sales)
ACoS measures the relationship between advertising spend and advertising-generated revenue.
- TACoS (Total Advertising Cost of Sales)
TACoS evaluates advertising spend relative to total store sales, including both organic and advertising-driven revenue.
After selecting a metric, define your Target ACoS / TACoS (%).
This value represents the efficiency goal EVA will aim to maintain while optimizing campaign bids and performance.
Within the interface you may also see:
- Breakeven ACoS – the efficiency level at which advertising spend equals profit margin
- Breakeven TACoS - the efficiency level at which your total advertising spend equals your total account-wide profit margin
- Recommended values – suggested target ranges based on system calculations
These indicators help guide the selection of a realistic performance target.
Step 4: Define bid boundaries
Two parameters must be defined:
- Min Bid ($)
The minimum bid represents the lowest value EVA can apply when participating in advertising auctions.
- Max Bid ($)
The maximum bid represents the highest value EVA is allowed to place for a click.
Setting these limits ensures that automated bidding remains within your desired cost range. EVA will operate within this defined range when optimizing campaigns.
The system may display recommended values to help guide the configuration of these boundaries.
Step 5: Save your strategy configuration
Once the strategy parameters have been defined, click Save Configurations.
Saving the configuration applies your strategy settings to the advertising account.
From this point forward, EVA will use the selected Focus, performance metric, and bid boundaries as the strategic framework when evaluating and optimizing advertising campaigns.