Retail media platform CitrusAd is planning to give advertiser the ability to plan and bid their campaigns based on keyword performance.

CitrusAd’s platform already had a number of keyword-related functions, mostly related to measurement. It showed advertisers various performance statistics around different keywords, as well as provide suggestions for the best keywords to choose for a campaign.

Now, the new functionality allows advertisers to bid on their campaigns based on keywords, and have different bid strategies for different keywords in a single campaign. This will allow advertisers to optimize campaigns based on the performance of keywords, which Adam Skinner, managing director of retail media networks at CitrusAd, describes as an “easy and intuitive” way to improve performance.

“While a campaign may have had a CPC bid across the board initially, it was incredibly clear on our platform that some keywords are more valuable to marketers than others,” Skinner says. “The new bid-by-keyword capability, allows marketers to weight their campaigns by the most effective keywords for profitable results.”

Part of Publicis Groupe’s Epsilon, CitrusAd has been expanding the capabilities and formats available to advertisers in retail media in recent months. In March, it worked with video platform Sponsorcart to create on-site shoppable video formats for retail media campaigns.

The new feature is expected to added to the platform in June, the first in a series of further “platform enhancements” CitrusAd has planned.