Organising campaigns into groups, setting target CPAs or target ROAS goals, and selecting the right conversion actions will help you get the best performance from Opteo.

To set up a target ROAS, your account must be in ROAS performance mode.

You can switch to ROAS mode by opening an account > heading to your Settings (top right) > scroll down to the Performance Mode section > using the drop-down to select ROAS as a performance mode:

Organising your campaigns into groups has two main benefits:

1. Clarity of Purpose

Each campaign typically has a distinct objective, such as targeting competitor searches, exploring new markets, or launching a new product.

Since these campaigns serve different purposes, it's important not to hold them to the same standards. Organising them into groups based on their objectives helps Opteo recognise their differences (so we avoid inappropriate comparisons) and allows you to set specific, tailored targets.
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2. Data Aggregation

Many campaigns may lack sufficient historical data to make reliable decisions independently. By grouping campaigns with similar purposes together, we can pool their data. This combined dataset provides Opteo with more information to analyse, resulting in faster and more accurate recommendations.

By default, Opteo groups any brand campaigns into a Branding group. Then we group campaigns by their campaign type (Search, Display, Shopping, or Video). Everything else goes into a group called 'Other Campaigns'.

You can edit these default groupings by opening up an account and clicking the Campaign Groups button on the right-hand side of the Improvements page:

Here you can create a new campaign group by clicking Add New Group.

Simply select your campaign(s) via the checkbox, then click the Move to Campaign Group button at the bottom of the page to select the group you'd like to move them to:

Grouping campaigns with similar CPA/ROAS targets or conversion types is a good idea. The most popular grouping is branding campaigns vs non-branding campaigns: branded terms often have much cheaper CPAs or better ROAS 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 your campaigns into too many campaign groups: the more data each group has, the more Improvement tasks Opteo can recommend. 

Click the pencil icon next to Conversion Actions (in the right corner of the campaign group). This will open up a menu with all the conversion actions from your Google Ads account:

By default, Opteo selects all of your primary conversion actions. You can choose to enable or disable any of the conversion actions by selecting their checkbox.

Disabling a conversion action means its conversion data will not be included in Opteo's Improvement recommendations.

The conversion actions you select will be applied to that specific campaign group. That means, if you prefer, each campaign group can optimise to different conversion actions.

Next to the Conversion Actions drop-down, you will see either a Target CPA or Target ROAS setting, depending on which performance mode you are in. Click the pencil icon to edit that campaign group's CPA or ROAS target:

You can either Use Automatic Targeting or you can disable that checkbox and enter a manual target in the field above:

Auto-targeting uses the average ROAS/CPA for the last 90 days as a target. Selecting this option will steadily optimise and improve account performance by capitalising on better-than-average performance, and reducing below-average CPA or ROAS.

If you have a target in mind, it’s usually better to tell Opteo where you’d like to be by setting a manual target. That way, we can offer more relevant Improvements to bring you in line with your specific targets.

If your target is extremely far from the current performance, we’d advise you to choose something a bit 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. 

Note: Target CPAs in Opteo do not affect your Google Ads bidding strategy.

The number of conversions achieved depends on the attribution model you selected in Google Ads for the chosen conversion actions. To find this in Google Ads, click Tools and Settings > Measurement > Conversions, select the desired conversion type and click Edit Settings > Attribution Model. 

You might have chosen a model that attributes credit for 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.  

If you scroll to the bottom of the Campaign Groups page, you'll see the Performance Comparison of each campaign group.

This section shows you the cost, clicks, cost per click (CPC), conversions, and cost per acquisition (CPA) for each campaign group over the last 90 days:

Tip: To help figure out whether to use Auto-Targeting or a manual target use this section to see what the average CPA or ROAS of your campaign group is.

For example, if you would like the campaign group's CPA to be lower than the average, or if you have room to increase the CPA to capture more conversions, you can set a manual CPA target instead of using Auto-Targeting.

​Technical Notes: