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Bidding and Optimization

Home > English > Bidding and Optimization > Best Practices > Best Practices for Bidding with Channel Connect

Best Practices for Bidding with Channel Connect

Introduction

This article will explain our recommended approach to bidding when you are using the Channel Connect feature.

Folder Structure on Channel Connect

The approach for structuring folders in Channel Connect is the same as it would be for any other channel.

Although data will not be shared across channels, we still recommend not having Channel Connect and search mixed in one folder to help simplify management as some rules that apply to search do not apply to Channel Connect. We also recommend splitting Channel Connect ad groups of different channels (e.g. Search vs. Display) in separate folders too. This is because different channels tend to perform differently. See the Limitations with Bidding on Channel Connect section below for more info

Folder Settings on Channel Connect

The following folder settings are available when using Channel Connect:

  • Bid Calculations: Since there is no API with Channel Connect, no bids will actually be pushed to the publisher. Therefore Preview and Traffic modes are equivalent; we suggest setting to Traffic if you’re actively leveraging the platform’s bid calculations at the publisher.
  • Revenue Model: Set exactly as you would for any other channel.
  • Optimization Criteria: Set exactly as you would for any other channel.
  • Boost: There is no universal boost recommendation on Channel Connect to account for headroom as every channel/publisher is different. For example, some auction models are CPC based and therefore there is no concept of headroom, and therefore the boost should be set to 0%.
  • Specify by publisher and match type: This setting is redundant and should not be used. All entities are implicitly labeled as broad match on Channel Connect.
  • Bid Cap: Set exactly as you would for any other channel.
  • Maximum Bid Change: If Search Bid is available and accurate, set exactly as you would for any other channel. This requires the cost file to contain the Max CPC column. If that column is not provided, this setting cannot be used.
  • Minimum Bid Change: Set exactly as you would for any other channel, it defaults to blank.
  • Position Cap: If position is available, set exactly as you would for any other channel. This requires the cost file to contain the Avg Position column. If that column is not provided, this setting cannot be used.
  • Always keep above bid for first page / Minimum Bid: this setting is redundant and should not be used. The Minimum Bid field on Channel Connect is left blank intentionally.
  • Bid Floor: Set exactly as you would for any other channel, it defaults to blank.

Limitations with Bidding on Channel Connect

Whilst the majority of functionality across the platform is universal and works identically on Channel Connect, there are some known limitations and considerations:

  • Folder Bid Preview and Spend Breakdown pie charts are not available for Channel Connect. These may be added as enhancements in a future release. A forecasting chart however, is available.

  • Portfolio optimization (including click and profit maximization, and spend targets) is not available for Channel Connect as these rely on position models; position isn’t a required data field on Channel Connect as it often has no meaningful equivalent concept.

  • Position Bidding (including position overrides) are available on Channel Connect assuming Avg Pos is in the cost files.

  • If position is unavailable, the folder Position Cap setting should not be used.

  • If Search Bid is not set/not available, the Maximum Bid Change setting (a.k.a. ‘bid damping’) should not be used.

  • If a process isn’t setup to update Search Bid when bids are updated at the Channel Connect publisher, Search Bid in the platform will become out of sync with the actual publisher bid, and therefore bid damping is not recommended.

  • Entity settings such as position and Search Bid and other dimensions will only be updated if the entity has at least one click in the cost upload. Note: Avg Position requires one impression, Avg CPC requires on click but Search Bid as a setting can be uploaded without any clicks.

  • Keyword and group entities cannot be created in a standard structure upload and instead have to be done via a cost upload; the specifics of this depend on the specific integration and can be different for every client.




     

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