Trend Analytics: Set Goal – Advertising Goals
The Advertising Goals feature allows you to define and manage your advertising strategies at different levels, depending on your business objectives. You can set your goal at the store, brand, product, or campaign level—giving you the flexibility to align ad performance with the areas that matter most to you.
Important Notes:
- The Brand and Campaign level goals are still in development
- By default, settings at lower levels take precedence.
- Store-level settings apply to all lower levels (Brand, Product, Campaign) unless overridden.
- Product-level settings apply only to campaigns for that specific product (ASIN).
- Lower-level settings cannot be overridden by higher-level settings by default.
Let’s define each level!
🏬Store-Level Goals
Best for: Unified advertising objective across all products and brands within your store.
Store-level goals apply to all campaigns and brands under a single store. Use this level if your focus is on overall store performance—like boosting your total store profit or focusing on your sales growth. This goal should be set to all campaigns in a store without dividing multi-ASIN campaigns and single-ASIN campaigns.
🏷Brand-Level Goals
Best for: Managing advertising objectives for specific brands within a store.
Brand-level goals allow you to target performance improvements for individual brands. These brands can consist of different products. Use this level if your focus is on overall brand performance—like boosting your brand’s profit or focusing on your sales growth for specific brands.
🔖Product-Level Goals
Best for: Businesses aiming to promote individual items with tailored messaging and performance targets.
Product-level goals apply to specific products or ASINs, allowing you to optimize campaigns based on the unique attributes and performance of each item. Use this level if your focus is on overall product performance—like boosting your total product profit or focusing on your product’s sales growth.
📣 Campaign-Level Goals
Best for: Targeting specific advertising outcomes at a granular level.
Campaign-level goals focus on a single advertising campaign. Use this level if your focus is on overall campaign performance—like boosting your total campaign profit or focusing on your campaign’s sales growth.
Advertising Goals Settings
The settings below determine how Eva AI interprets and manages your objectives. Understanding how each option works will help you fine-tune your strategy—whether you’re aiming for growth, profitability, or a balanced approach. In this section, we’ll walk you through what each setting means and how to use them effectively to align Eva AI with your business goals.
🎯Advertising Focus
This setting lets you decide how Eva AI should optimize your ad spend strategy. You can decide to focus on whether you aim for rapid growth, maximum profitability, or a balanced approach that blends both goals.
These are the strategies you can choose:
- Growth Focused – if selected, Eva AI will prioritize aggressive ad spending to maximize revenue and sales, even if it sacrifices profitability
- Lean Growth – if selected, Eva AI will balance growth but with slightly reduced emphasis on spending
- Balanced Approach – if selected, Eva AI will balance the mix of growth and profit optimization
- Lean Profit – if selected, Eva AI will emphasize profit while still allowing some investment in growth
- Profit Focused – if selected, Eva AI will prioritize maximizing profitability by reducing unnecessary ad spending
Depending on your focus, you can move the slider to select which strategy Eva AI should prioritize.
📈Main AI KPI
When setting up your AI optimization strategy, you’ll first choose your primary KPI—either ACoS (Advertising Cost of Sales) or TACoS (Total Advertising Cost of Sales). This selection helps the AI understand your business priorities and tailor its ad spend decisions accordingly:
- ACoS focuses on ad-attributed performance, ideal if you’re optimizing specifically for ad-driven sales.
- TACoS looks at ad spend in relation to total sales, offering a broader view of how ads impact overall business performance (only applicable for Store, Brand, and Product Levels).
You’ll also have the option to define a target percentage for your chosen KPI. This tells the AI what “success” looks like—allowing it to optimize ad spend while staying within your desired performance threshold.
By clearly setting both the KPI and its target value, the AI can effectively drive your campaign toward your specific growth or profitability goals.
ACoS Tolerance
Your chosen advertising focus—whether growth-oriented or profit-oriented—directly affects how the system interprets and adjusts your ACoS (Advertising Cost of Sale) tolerance.
- A growth-focused strategy allows for a wider ACoS tolerance range, such as 6–14% when aiming for a 10% target. This gives the AI more flexibility to pursue aggressive bidding and maximize exposure, even if it means occasionally exceeding the target ACoS.
- A profit-focused strategy, on the other hand, uses a narrower ACoS tolerance range, such as 8–12% for a 10% target. This tighter range helps the system maintain more consistent cost-efficiency, prioritizing profitability over rapid scaling.
The ACoS tolerance defines how strictly the AI should adhere to your target. Growth strategies allow more leeway in pursuit of volume, while profit strategies demand closer alignment with your target to protect margins.
💰Min. Bid/Max. Bid
This setting allows you to define both minimum and maximum bid limits, giving you greater control over your ad spend. By setting these limits, you can ensure that your daily budget is spent efficiently, preventing overspending while still optimizing for the desired results.
➖Minimum Bid (Min. Bid)
The Minimum Bid (Min Bid) is a hard cap that defines the absolute lowest Cost-Per-Click (CPC) bid our Eva AI is allowed to place on any of your targets (keywords, ASINs, etc.) within its scope (Store or Product level).
Why is it important?
While Amazon allows very low minimum bids (e.g., $0.02 for Sponsored Products in the US), allowing bids to drop this low can hinder the AI’s effectiveness.
- Slow Recovery: If a target starts performing better after its bid was reduced to the absolute minimum, it takes much longer for the AI to gradually increase the bid back to a level that can win impressions and clicks.
- Ineffective Spend Cutting: Bids near the absolute minimum often generate negligible impressions and clicks anyway. Setting a slightly higher floor makes the decision to “cut spend” on a target more decisive and impactful.
How does it work?
The AI constantly analyzes performance data to adjust bids. If performance dictates lowering a bid, the system will decrease it towards your target ACoS or goal, but it will stop decreasing once it hits the Min Bid value you’ve set. It will not go lower, regardless of performance.
Setting the Min. Bid:
- Store Level: The suggested Min Bid at the Store level is calculated considering the minimum viable bid across relevant marketplaces needed for effective spend cutting and quick recovery. This provides a sensible default safety net for all products unless overridden.
- Product Level: You can set a specific Min Bid for individual products or groups. The recommended default logic remains the same (balancing recovery speed and spend cutting), but you can adjust it based on unique product characteristics if needed. We generally recommend $0.11 for the US marketplace as a starting point.
➕Maximum Bid (Max. Bid)
The Maximum Bid (Max. Bid) defines the absolute highest Cost-Per-Click (CPC) that Eva AI can place on any target within your Store or Product-level settings.
Why is it important?
While Eva AI aims to optimize bids based on your goals, market conditions can sometimes lead to potentially high CPCs. The Max Bid serves several key purposes:
- Profitability Protection: Prevents high CPCs from wiping out margins, even during promising conversion periods.
- Budget Control: Shields against sudden cost spikes due to market changes or increased competition.
- Strategic Alignment: Ensures AI bidding remains within what you consider an acceptable risk range.
How does it work?
The AI increases bids based on performance, goal alignment, and auction dynamics, but will never exceed the Max Bid you’ve defined, regardless of performance signals.
Setting the Max Bid
- Store Level: A default Max Bid is calculated using the highest average CPC across all targets in your store over the last 30 days.
- Product Level: You can override this using the product’s own CPC data. Align the Max Bid with your item’s price, margin, and ACoS targets.
Recommendation:
Review the suggested Max Bid. Consider your product’s price, profit margin, and target ACoS when setting this value. While the system suggests a value based on historical CPCs, you should adjust it to align with your specific profitability requirements.