Marin Optimization

Improving the return on your marketing investment is Marin's primary goal and Optimize is Marin’s newest machine-learning powered tools that delivers peak performance by automatically adjusting bids, budget and targets maximize performance.

MarinOne Bidding automatically incorporates over 75+ signals for incredible responsiveness and accuracy across audiences, devices, geos, and more. It's simple to set up but flexible enough to meet the needs of your business. It is especially well suited for advertisers with third-party revenue tracking and longer sales cycles.

Choosing an Objective

Optimization in Marin is built around Strategies. Once you have mapped your campaign to a strategy the first step is to set the Objective for the Strategy. Marin offers several Objectives, each with their own goal, constraint and impact.

Objective Target Constraint Impact
Max Rev to ROAS ROAS   Keyword Bids
Max Conversions to CPA CPA   Keyword Bids
Awareness Targeting  n/a Impression Share Keyword Bids
Pace to Spend Target n/a Spend Campaign Budgets, Bidding Targets
Maximize Conversions to Spend Target Max Conv. Spend Campaign Budgets, Bidding Targets
Maximize Revenue to ROAS Max Revenue ROAS Campaign Budgets, Bidding Targets

Supported Biddables And Formats 

MarinOne Bidding is currently available for all major publishers on both keywords and product groups, as well as Dynamic Search Ads (DSAs), with your objects mapped to a Strategy from the Campaign level. 

 Supported publishers include:

  • Search: Google, Microsoft, Baidu, Yahoo Japan, Apple Search Ads
  • Retail: Amazon, Walkmart, Instacart, Criteo Retail
  • Social: Pinterest, LinkedIn
  • Display: Criteo Display

A Note About eCPC 

Using Google's eCPC with MarinOne's Device Bidding can result in double-boosting of Device and Audience multipliers, so we recommend using one or the other -- either eCPC or MarinOne's multipliers -- rather than using both at the same time.

In general, we recommend using Google's eCPC unless there are structural constraints that make it impossible to use in your account (i.e. you don't have a Google pixel, you have a device specific target, etc.). To learn more about Google's eCPC, check out our dedicated article. If there are structural constraints in your account that prevent you from using eCPC, that's where MarinOne's multipliers can help. 

If you're uncertain which option is right for your account, please reach out to an account representative.

A Note About Manual Bidding 

When a Strategy is set to Traffic Bids , we discourage manual editing of bids. However, we do acknowledge that there may be rare cases when a bid may need to be manually edited; for such cases, we recommend making the change to the bid in Marin and employing the use of a Bid Override.  The override can be set to expire after a certain time (e.g. 1 day). Failure to add an override may result in the manual bid change being ignored if bidding is already underway.

Written by Marketing @ Marin Software

Last published at: November 13th, 2023