How to Set Up Conversions for Bonsai's Buying Algorithms

This guide walks through how to configure conversions or pixel and campaign structure to enable Bonsai’s buying algorithms using a controlled test vs. control framework.

The goal is to:

• Introduce a Bonsai-optimized purchase conversion or pixel
• Isolate algorithm performance in test markets
• Prevent incremental spend during the testing period

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1

Grant Access to Bonsai

Add your Bonsai Activation Lead to your Google Ads account with standard or admin permissions.

This allows Bonsai to create and configure the required conversion actions.

2

Bonsai Creates the PCV Conversion

Bonsai will:

• Create a new conversion action (example: bds_pcv_conversion)
• Configure it as a Purchase conversion and set it as a Secondary conversion

This ensures:

• Your existing optimization remains unchanged
• Bonsai can measure and optimize independently during testing

3

Duplicate Existing Campaigns for the Test

Duplicate the campaigns that will participate in the test based on the test design doc created by your Bonsai Activation Lead.

Use naming convention "{existing_campaign_name} - Bonsai Trial” for duplicated campaigns.

4

Pause Test Campaigns (Temporarily)

After duplication:

• Leave the new Bonsai Trial campaigns paused
• Final activation happens after market targeting is complete

5

Assign Test Markets (DMAs) to Trial Campaigns

Apply geo-targeting so only the selected test DMAs based on the test design doc created by your Activation Lead receive spend from the Bonsai Trial campaigns.

6

Exclude Test Markets from Control Campaigns

In your original (control) campaigns:

• Add the same DMAs as negative targets

This ensures:

• No overlap between test and control
• Clean incrementality measurement

7

Set Budgets on Test Campaigns

Activate Bonsai Trial campaigns using the recommended daily budgets based on the test design doc created by your Activation Lead.

Guidelines:

• Bonsai uses historical market spend as the baseline

8

Reduce Control Campaign Budgets

To prevent incremental spend:

Reduce control campaign daily budgets by the exact amount allocated to test campaigns.

This keeps:

Total spend = flat during the test period.

Launch Checklist

Before going live:

• Bonsai PCV conversion created & set as secondary
• Campaigns duplicated with correct naming
• Test DMAs applied to trial campaigns
• Test DMAs excluded from control campaigns
• Budgets shifted

What Happens Next

Once live, Bonsai will:

1. Optimize bidding using the Bonsai's buying algorithm
2. Measure performance in test vs. control markets
3. Quantify true incremental lift and efficiency gains

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Best Practices

• Avoid changing creatives or targeting mid-test
• Let tests run a minimum of 4 weeks (volume dependent)