Optimizer
Let us now take a look at the final phase of the AI Goal Optimizer setup process.
You can define custom rules or take help of the Ally AI for the optimization process varying for specific portfolios. You can also define the level of optimization as per your choice as Aggressive or Moderate.
Key Features
Both Bid Optimization and Budget Optimization can be facilitated using Ally AI or Rule based mode.
If Ally AI is selected for Bid Optimizer ; users won't be able to create rules for the bid.
If Ally AI is selected for Budget Optimizer ; users won't be able to create rules for the budget.
Users can always create Custom rules based on targeting, that is rules not affecting both bids and budgets.
Ally AI Optimization Mode: You can choose this mode based on AI/ML algorithms in case you aim for a continual adjusted approach towards bids/budgets optimization based on inputs from historical data to reach optimal results.
Rule based Optimization Mode: You can choose this mode based on specific customizable rules/conditions which when fulfilled shall trigger optimization in case you aim for a user specific approach to optimization process with zero deviation targeted towards bids/budgets.
Bid Optimization in Rule based mode will have default rules generated by the CIQ's AI Goal Optimizer system.
Budget Optimization in Rule based mode will not have the default rules generated by the CIQ's AI Goal Optimizer system.
The system generated default rules are refreshed on a periodic basis usually at the start of every month.
If the default rules of the system are edited they turn into custom rules and are not refreshed by the system.
Users using Rule based mode can create more custom rules on their own.
Users can also opt for No change wherein they won't be able to optimize the particular group of campaigns using CIQ's Ally AI or Rule Based Optimizer.
You can either collapse or expand the screen as highlighted scroll across and have a better view of the optimizer screen.
Targeting Rules
Targeting rules enables users to create rules to specifically either Pause or Enable Ad SKUs and Keywords or also help users to negate search terms (in other words add search term as a negative keyword). These specifically targeted rules are listed in the Targeting section.
Day Parting
You can choose to define day parting rules to specifically come into action during specific days/timezones for specific profile/portfolio/campaign (s).
If you select Rule based for a specific profile, the screen as shown appears wherein you can:
Define target portfolio
Define scope of strategy
Allocate bids or budgets by a % value
Choose the hour(s) and/or day(s)
Incremental Goal Setting and Achievement Process
The goal setting process can be summarized in following phases:
1. Initial Goal Setting: The user sets a goal value, X, higher than the defined current performance metric.
2. Incremental Achievement: The process begins by achieving 10% of the goal incrementally.
3. Monitoring Periods: The progress is tracked over specific intervals (e.g., daily, weekly) starting from the day the goal is set (Day T).
4. Iterative Strategy Adjustment: Upon reaching each milestone, the strategy is updated to target the next 10% increment of the goal.
5. Goal Limitation: The process continues iteratively, with each step aiming to reach the next milestone, until the user-defined goal is met. However, the strategy ensures not to surpass the user's defined goal.
6. Calculation: The goal is considered achieved at each stage when the overall target (from day T to the current date) is equal to or more than the step-by-step goal set.
7. Continuous Evaluation: Throughout this process, performance is continuously evaluated to ensure alignment with the user's objective. If necessary, adjustments are made to optimize the progress ensuring goal achievement without exceeding it.
Bid Optimizer
You can choose to change bid optimization rules from the default Ally AI to Rule based using the drop down as shown.
As one changes the optimization rule to Rule based ,the updated goal appears in the Goals column and the Mode changes to Custom. The default goal created by the system also appears below the Rule section as shown.
Users can create a custom rule by clicking the + icon as shown or they can continue with the system generated default rule.
If you select Rule based for a specific profile, the screen as shown below appears wherein you can:
Define strategy objective
Scope of strategy
Define the condition that when fulfilled will enable the strategy to be executed
Increase or decrease bids or budgets
Allocate bids or budgets by a % value
Choose the hour(s) and/or day(s)
Choose the start and end date
Budget Optimizer
You can choose to change the budget optimization rules from the default Ally AI to Rule based using the drop down as shown.
As one changes the optimization rule to Rule based ,the updated goal appears in the Goals column and the Mode changes to Custom.
The sample image shows the Rule based change made to the profile.
Users can create a custom rule by clicking the + icon as shown.
You can also confirm the start and end date for the strategy created and set the time zone using the Strategy Scheduler. You should ensure the end dates are aligned for all actions within the strategy.
The priority of the strategies can be adjusted by repositioning the strategies in accordance to the business objective.
Strategies by default are displayed as a Universal list. Strategies can also be displayed as Group by action type to organize live strategies based on the type of actions they are implementing across campaigns and entities.
Once all pre-conditions are defined for chosen profiles/portfolios for optimization, click Save & Launch for Amazon to launch the optimizer.
