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Bidding and Optimization

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Bidding Basics

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  • Marin's automated bidding tool can be used to manage bids for your Amazon Advertising accounts. In this article, we'll walk you through the basics of managing bids for your Amazon Advertising accounts.
  • When optimizing bids for search, social, and display ads, it’s important to account for headroom, which is is the difference between what you bid (Max. CPC) and what you pay (the delivered Avg. CPC). The Automated Headroom Adjustment feature adjusts calculated keyword bids by a CPC to Bid Adjustment to inherently account for headroom.
  • Want to learn the basics of automated bidding as a concept, and understand how the Marin platform supports it? This article will do exactly that.
  • A Bid Strategy in MarinOne (known as a Folder in Marin Search) is a collection of campaigns and ad groups that allow you to define bidding goals and strategies based on your own business needs. These campaigns and groups should have the same goal (e.g. Cost-per-Lead Target or Awareness Targeting) and a shared budget, as spend is most effectively managed at the Bid Strategy level.
  • Want to learn the basics of automated bidding as a concept and understand how the MarinOne and Marin Search platforms support it? This article will do exactly that.
  • Bidding rules are applied to the bids calculated by Marin’s automated bidding algorithm in order to control or restrain bids based on your own business needs. They can be used to boost a bid, create a bid cap, a bid floor, a maximum bid change percentage and more, in order to make certain your Bid Strategy meets your business' unique needs.
  • Awareness Targeting is MarinOne’s new intraday Bidding Strategy for Google Publisher Accounts, designed to deliver visibility on the search engine results page. Awareness Targeting allows you to set an Impression Percentage target for Google while continuing to target Average Position for other publishers -- all within the same Bid Strategy.
  • The Budgeting tools in Marin provide both Budget Pacing and Budget What-If simulations to help you plan and optimize your monthly budgets.
  • Dynamic Actions allow you to harness the power of your own data to build flexible rules that adjust bids based on trends. In this article, we'll show you how to set up Dynamic Actions.
  • Google Ads location bid adjustments allow you to modify your search bids based on user location and report on performance by location.
  • MarinOne's Insights feature is a tool that provides you with search marketing recommendations, which you can use to improve campaign performance by analyzing ad copy, keyword expansion opportunities, publisher expansion opportunities, and much more.
  • Marin’s Promotion Bid Modifier Optimization addresses situations such as week-of-month seasonality and repeated promotions).
  • Smart Bidding is a Google Ads optimization feature. This article outlines Marin's support for Smart Bidding and how to transition from Smart Bidding to Marin's automated bidding.
  • By specifying a monetary value for individual conversion types, the bids will be based on the actual value each keyword is generating, rather than a blended average, resulting in better optimization for the conversion types that are driving revenue for your business.
  • Several locations through MarinOne leverage the Side Panel to access important settings details. MarinOne's Bid Strategies leverage this feature to allow you to adjust all of your important bidding decisions from a single location. In this article, we'll walk through the features that can be found in the Side Panel and provide links to dedicated articles about each feature.

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