Welcome!
Welcome to the Marin Software Support Center. We're glad you're here. Here's what you can look forward to:
  • Real-time search so you can find what you need faster than ever.
  • Easy-to-follow video guides for our most popular articles.
  • Interactive simulations and Live Screenshots to make learning easy.
  • Regular content updates to ensure every word you read is accurate and up-to-date.

Bidding and Optimization

Home > English > Bidding and Optimization > Settings & Troubleshooting > Managing Your Folders In The Grid

Managing Your Folders In The Grid

Introduction

There are a number of folder settings that you can use to manage your bidding more effectively. Under the Columns link above the grid, the data in the table below can be selected.

Folder Settings

Name Source Definition
Folder Application Setting A collection of Ad Groups using the same financial target to calculate bids
Revenue Model Application Setting The business model for a Folder and is set to Cost Per Lead, Performance Marketer, E-Commerce or Per Conversion Type
Bid Calculations Application Setting Status of automatic bidding. Options are: Off (bids are not calculated), Preview (bids are calculated but not pushed to the publisher) or Traffic (bids are calculated and pushed to the publisher)
Cost per Lead $ Application Setting Specified Value per Conversion used to calculate the Gross Profit for each conversion (for Cost Per Conversion and Performance Marketer revenue models)
Max. CPL $ Application Setting Maximum Cost per Lead allowed for keywords with calculated bids less than the publisher specified first page bid
Boost % Application Setting % increase applied to the original calculated bid for all keywords in the folder
Target Margin % Application Setting Target Margin for the folder as specified by the user. Not used for CPL model
Min. Margin % Application Setting Minimum margin allowed for keywords with calculated bids less than the publisher specified first page bid
Target ROAS % Application Setting Target ROAS for the Folder as specified by the user. Not used for CPL model
Min. ROAS % Application Setting Minimum ROAS allowed for keywords with calculated bids less than the publisher specified first page bid
Bid Cap Application Setting Maximum bid allowed
Bid Floor Application Setting Minimum bid allowed
Max Bid Chg % Application Setting Maximum allowed percent bid change
Min Bid Chg $ Application Setting Minimum allowed amount of bid change (only recommended to use this setting for Folders with >500,000 keywords in order to save time posting bids with the publishers)
Pos. Cap Application Setting Bids will not be increased for keywords north of the position cap

Traffic/Cost

For Campaigns, Groups, Keywords, and Creatives, choose to display the following traffic metrics:

Name Source Definition
Impressions Publisher Number of times ad was displayed by publisher
Clicks Publisher Number of times an ad was clicked, as reported by the publisher
CTR % Publisher Click Through Rate: Clicks / Impressions
Pub. Cost Publisher Traffic acquisition cost, as reported by the publisher.
Avg. CPC $ Publisher Average Cost Per Click: Pub. Cost / Clicks
Avg. Search
Bid $
Calculated Click weighted average bid for the selected time period
Headroom % Calculated Headroom % is the percent difference between the bid and what was actually paid, click-weight averaged at the Keyword level: (Avg. Bid - Avg. CPC) / Avg. Bid
Cost $ Publisher Traffic acquisition cost, as reported by the publisher
Avg. Pos. Publisher Average position for a given day as reported by the publisher, further averaged over each day of the period (weighted by daily impressions)

Conversions/Revenue

For Campaigns, Groups, Keywords, and Creatives, choose to display the following data related to revenue:

Name Source Definition
Conversions Publisher/Upload
/Tracker
Conversions are also known as Leads, Actions, Orders, Acquisitions, Sales, or Actions. Conversions represent a specified action taken on a website by a consumer who has clicked on an ad
Conv. Rate % Calculated Conversion Rate: Conversions / Clicks
Cost/conv $ Calculated Cost per Conversion. Also known as Cost Per Lead (CPL), Cost Per Action (CPA), Cost Per Order, Cost Per Sale, or Cost Per Acquisition. Pub. Cost / Conversions. If Conv=0, Cost/conv will = Pub. Cost
Revenue Tracker/Upload Value paid by consumers as a result of Conversions. Revenue is uploaded by a third party or tracked by the publisher
Rev./Conv. $ Calculated Revenue per Conversion: Revenue / Conversions
Rev / Click Calculated Revenue per Click: Revenue / Clicks
ROAS Calculated Return On Ad Spend: Revenue / Pub. Cost
Assist Rev. $ Calculated Added Revenue due to Assists.
Note: Gross Profit = Revenue + Assist Rev. - Assist Adj.
Assists Tracker/Upload

A non-last paid click that was involved with a conversion event on a later paid click.

Note: Conversions used to calculate bids = Assists + Conv.

Assist Adj. $ Calculated Subtracted Revenue, reallocated to assisting keywords.
Note: Gross Profit = Revenue + Assist Rev. - Assist Adj.

Gross Profit

For Campaigns, Groups, Keywords, and Creatives, choose to display the following data related to revenue:

Name Source Definition
Gross
Profit $
Calculated Value used in the bidding algorithm. Gross Profit is determined from the Value per Conversion set at the Folder level (as a value or a % of Revenue) under Settings -> Bidding.For the E-Commerce revenue model, Gross Profit can be set to equal Revenue minus a Cost of Goods Sold before marketing costs
GP/Conv. $ Calculated Gross Profit per Conversion: Gross Profit / Conversions
GP/Click $ Calculated Gross Profit per Click: Gross Profit / Clicks
GPOAS % Calculated Gross Profit On Ad Spend: Gross Profit / Pub. Cost

Profit

For Campaigns, Groups, Keywords, and Creatives, choose to display the following data related to revenue:

Name Source Definition
Profit $ Calculated Profit: Gross Profit - Pub. Cost
Margin % Calculated Margin percent: Profit / Gross Profit
Profit/Click $ Calculated Profit per Click: Profit / Clicks
ROI % Calculated Return On Investment: Profit / Pub. Cost



 

Last modified

Tags

Classifications

This page has no classifications.

 

wiki.page("Internal/Mindtouch_Launch_Sandbox/js.cookie.js")