Perpetua: Full Funnel Advertising And Much More

Feb. 8, 2024

LAS VEGAS – Joe Rideout has been helping online sellers maximize their advertising dollars since 2016. As co-founder and chief product officer at Perpetua, Toronto, Ontario, his team uses algorithmic bidding and keyword harvesting to save money that sellers can reinvest into their business, or into more experimental strategies to drive incremental sales.

“We’re passionate about bringing AI and humans together — ensuring that your software helps reduce manual or time-consuming tasks, so you can unlock budget to be creative,” Rideout says. “Once you’re as efficient as possible, advertisers can leverage Perpetua to experiment with several incremental opportunities.”

For example, sellers can increase their organic rank using market intelligence insights and keyword boost features. From there, advertisers can invest budget to win sales on strategic search terms.

Rideout adds that sellers may also, “launch new products and test upper funnel with the Amazon DSP—garner audience insights from Amazon Marketing Cloud, and reach out to brand customers with precision, or to cross-sell products.”

Prosper sat down with Rideout to learn more about Perpetua, as well as its goals and predictions.

Prosper: What do sellers need to be doing in 2024 with regard to advertising?
Rideout: In 2024, you need to be investing in full funnel advertising. Sponsored products are continuing to get more competitive with rising CPCs, and advertisers need to leverage new capabilities to stay ahead of the competition. Amazon itself is investing in more mid and upper funnel ad units and providing access to measurement tools to understand the impact your campaigns have on the shopper journey, and ultimately on your sales.

With more ad units, more points-of-purchase, and more platform touch points, the number of paths a customer can take grows exponentially and each individual shopper’s journey becomes more distinct. Brands must leverage Amazon Marketing Cloud (AMC) to gain visibility into these pathways and touch points to better understand how their target audience interacts with their ads. As the complexity of these pathways increases, AI will play a crucial role in decoding these journeys and generating hyper-personalized experiences or messages for each customer and each touch point.

Prosper: What is the biggest misconception about Perpetua?
Rideout: A common misconception when working with Perpetua is that we are just AI and a “set it and forget it” software. Our software is meant to augment human ability—taking on repetitive tasks and scaling this at a rate you could not do alone—allowing you room for creativity and experimentation. Human operators have a lot to contribute. You know your business best, and Perpetua is here to help you achieve your goals at-scale.

Prosper: Why did you decide to exhibit at Prosper?
Rideout: As a software company, customers are our ultimate source of inspiration—the products we build help brands grow their business. While we’ve built customer feedback into our product research and development processes, in-person trade shows like Prosper offer access to a high density of feedback we can’t get otherwise. It provides us with an intensive opportunity to garner feedback at-scale and get a visceral feel for the challenges and opportunities customers are facing. By attending Prosper, we know that the customers we’re talking to are ambitious and looking for growth solutions. They are savvy and discerning, the exact type of customers we like to learn from.

The Prosper Show is March 4-6, 2024 at the Mandalay Bay Convention Center in Las Vegas. Perpetua is exhibiting at the show and can be found at Booth #431.