Placements, Platform Multipliers & Budgets
This page covers strategic tools in the Sellegr8 Ads Performance Dashboard that allow advertisers to control where their ads appear and how much they bid based on placement and user platform. It also includes campaign-level budget management, enabling precise financial control across individual or multiple campaigns. These features are essential for scaling successful campaigns, improving cost-efficiency, and maximizing returns across various ad delivery contexts.
Placement & Platform Multipliers - Understanding and Using Effective Bid Calculation
What Are Bid Multipliers?
Bid multipliers allow you to increase or decrease your base keyword bid depending on where and how your ad appears. This includes:
- Placement multipliers – Adjust bids based on ad placement (e.g., top of search results, product detail pages).
- Platform multipliers – Adjust bids based on the user’s device (e.g., Desktop, Mobile, App).
These multipliers give you granular control over how much you are willing to spend for specific scenarios that are more likely to convert.
How Effective Bid Calculation Works
When both placement and platform multipliers are enabled, Sellegr8 adds them together to determine your effective bid. This adjusted bid is applied during ad auctions for specific combinations of placement and platform.
Formula:
Effective Bid = Base Bid × (1 + Placement Multiplier + Platform Multiplier)
Example:
- Base Bid: $0.50
- Placement Multiplier (Search Ingrid): 20%
- Platform Multiplier (Mobile): 20%
Effective Bid = $0.50 × (1 + 0.20 + 0.20) = $0.70
Only active placements and platforms will apply in the calculation. If a placement or platform is disabled, its multiplier has no effect.
Why It’s Useful
- Maximize High-Value Exposure: You can bid more for placements and devices that historically drive better conversions or ROAS.
- Reduce Inefficient Spend: Lower or set 0% multipliers for less profitable placements or platforms.
- Device-Specific Optimization: If mobile users convert better, you can apply a higher multiplier to mobile traffic only.
- Granular Targeting: Combine multiplier logic with performance data (e.g., from the Search Terms tab) to fine-tune your strategy.
Best Practices
- Start with conservative multipliers (10–20%) and scale up based on performance data.
- Monitor effective bid results in the preview panel provided by Sellegr8.
- Regularly adjust based on ROAS or CR differences across placements and platforms.
- Use historical campaign reports to identify which combinations deliver the best results.
Tip: When managing large-scale campaigns, effective bid previews in Sellegr8 help you simulate and confirm how multipliers impact spend before applying changes, ensuring alignment with your budget and profitability goals.
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Editing Placements & Bid Multipliers
From the Campaigns tab:
- Click the pencil icon under Placements & Multipliers.
Enable/disable Placements for:
- Search Ingrid
- Search Carousel
- Item Buy box
- Item Carousel
Configure Bid Multipliers
- Placement Bid Multipliers
- Platform Bid Multipliers (Desktop, Mobile, App)
Managing Budgets
Individual Budget Edit
Click on the Daily Budget or Total Budget field to update values.
Bulk Budget Update
Select campaigns.
Click Update Daily Budget.
Choose from:
- Set to new value
- Increase/Decrease by percentage
- Increase/Decrease by dollar amount
Minimum daily budget: $10.00
No maximum limit
Harvesting Search Terms from Auto/Broad Campaigns
Use this to migrate top-performing terms into manual exact campaigns.
Steps
Navigate to Ads > Ads Performance > Search Terms.
Use the Automatic Campaigns tab or filter by
Match Type = Broad / Phrase.Apply Metric Filters:
- CR > 10%
- Search Volume > 300,000
- Attributed Orders ≥ 2
- ROAS > 5 or ACOS < 20%
- Copy qualified terms using Copy Search Terms.
- Add to new Manual Exact campaigns or ad groups.
Benefits
- Increased ROI
- Greater budget control
- Reduced spend waste
Exporting Data
Click the Export button at the top-right of any table to download data as CSV for external analysis or reporting.
Best Practices
- Adjust multipliers to match placement and device performance
- Use the preview panel to estimate effective bids before applying
- Group campaigns by goal before applying bulk budget changes
- Export data regularly for review and documentation
Summary
Optimizing where and how your ads appear is a crucial part of strategic campaign management. Sellegr8 enables advertisers to fine-tune bids using placement and platform multipliers, allowing greater control over ad exposure and cost efficiency across different surfaces and devices. With the ability to preview effective bid calculations, users can make informed adjustments that align with performance goals. Combined with flexible manual and bulk budget management tools, this empowers advertisers to scale spend where it delivers the highest return. Regularly exporting data further supports informed decisions and accountability in performance tracking. Together, these tools form the backbone of scalable, performance-driven ad strategies.
FAQ: Placements and Budget Management
Can I apply different multipliers to each campaign?
Yes, multipliers are configured per campaign. You can tailor bid strategy based on performance data at the individual campaign level.
What’s the difference between placement and platform multipliers?
Placement multipliers adjust based on where the ad appears on Walmart (e.g., top of search), while platform multipliers adjust based on the user’s device (e.g., Mobile or Desktop).
How often should I adjust multipliers?
Review at least every 2 weeks, or more frequently during sales periods. Adjust based on ROAS, CR, or placement-specific performance.
Is there a maximum daily budget limit?
No, Sellegr8 does not impose a maximum limit. However, it's important to align daily budgets with campaign goals and expected return.
Can I use export data to compare campaigns?
Yes. Exported CSV files let you compare campaign-level or keyword-level performance across different time periods or segments.