Three-Stage Optimization

Fortuna manages bids at the keyword, target, and placement levels, focusing on ACOS, Spend, Sales, and Clicks.
The goal of the algorithms is to maintain campaigns in a state of steady growth, while keeping advertising costs within the target ACOS.
CTR, CVR, and Impressions are collected by the system for analytics, but they are not triggers for bid adjustments.

This algorithm is applied to newly created campaigns and placements with no clicks. It automatically increases the bid for each placement and continues to raise bids daily until it reaches the upper CPC limit or acquires the required number of clicks.

This part of the algorithm is triggered after "Low Traffic" and disables placements that, after a certain number of clicks, do not lead to sales. It also operates at the campaign level: if a campaign has no sales and the total spend across all placements exceeds the allowable limit, the campaign will be paused and then frozen if the statistics do not change within 7 days after being disabled.

The algorithm tracks deviations of ACoS from the target level. If ACoS exceeds the set limit, the bid for the placement is reduced by a dynamic percentage: the larger the deviation, the higher the percentage of the reduction. This system helps prevent a sharp drop in traffic until ACoS returns to the acceptable range.