Additional Notes

1. Bids increases and decreases are not guaranteed if any of the following is true:
   • Keywords on Bid Override will see no bid change. 
   • Keywords impacted by the Bid Cap or Bid Floor rules will see their bids change to satisfy the user-set rules. 
   • Recent bid changes made to the publisher that have not yet been registered in the cost reports. 
   • For really low bids, we will push 0.01 bid if the bid increases or decreases round to 0 (<0.005).
2. Awareness Targeting scheduling for specific publishers 
   • For Google and Yahoo Japan objects targeting Percentage metrics, bidding runs every 4 hours. 
   • For Google and Yahoo Japan objects targeting Share metrics, bidding runs daily between 7:00 a.m. and 11:00 a.m. based on the time zone of your MarinOne Client Account. 
   • For Microsoft objects targeting any metrics, bidding runs daily between 5:00 p.m. and 9:00 p.m. based on the time zone of your campaigns. 
   • For all other objects, the bidding engine runs once per day. For these publishers, by default, the engine runs at 5 p.m. local time, however, this can be configured to run at an earlier or later hour. If you are interested in adjusting the time bidding runs in your Marin Client Account, please reach out to our Customer Support team. 
3. Awareness Targeting Bid Changes:
   1. For each bid run, users can control the maximum bid change that the bid engine sets. This can be set within a bid strategy under Revenue > Rules > Max Bid Change %.
   2. When current performance is below Target, the algorithm tries to hit the midpoint of the Target range. When current performance is above target, the algorithm attempts to hit the upper bound of the target range.

If you have additional questions about how Awareness Targeting works, check out our dedicated FAQs. 

Creating a new awareness targeting bid strategy

If you would like to create a new Awareness Targeting Bid Strategy, simply follow the steps below. 

1. The first step, as always, is to log into MarinOne. 
    
2. Next, click on the Optimization tab in the bottom-left corner. 
   
    

   
   
    

3. By default, you should land on the Bid Strategies sub-tab, but if you do not, you can click there manually. 
    

   
    

4. To create a new Bid Strategy, click on the Plus ('+') icon. 

    

5. From the drop-down, select Awareness Targeting. 
   
    

   
   
    

6. Give your new Bid Strategy a name. 
    

   
    

7. Next, input your targets. You will need two separate target ranges, one for objects targeting Prominence Metrics and another for other publishers targeting Average Position. 
   
   Your Prominence targets will come in the form of a percentage range, such as 65 - 80%. 
   
   Your non-Prominence targets will come in the form of a position range, such as 1.5 - 2.5. 
    

   
   
   
    

8. From the Top Imp. % drop-down, you can choose which of the five available Prominence Metrics you would like to target.

   
   
   
    

   Top Imp Rate and Top Imp. Share means you're targeting the top of the page (anything above the fold on the Search Engine Results Page) and Abs. Top Imp. Rate and Abs. Top Imp. Share means you're targeting the very first ad position on the page for impressions you have received.
   
   Each metric is shown as a percentage, so for example, a 75% Top Impression Percentage would mean your ad is making it above the fold on the Search Engine Results Page 75% of the time. A 75% Absolute Top Impression Percentage would your ad is making it to the very first ad position on the page 75% of the time. 
    
9. If you'd like to differentiate your targets by device, first save your Bid Strategy and then you can edit your targets as needed by selecting the Specify Targets By Device radio button and inputting targets for each device.  
    
10. When you've filled in all of the relevant information, click Create. 
     

    
     

11. Once your Bid Strategy has been created, it will automatically pop open in the Side Panel. From here, you can apply any additional changes or settings to your new Bid Strategy, rules, and trafficking. 
     

12. From the Side Panel, if you hover over the Awareness Targeting section, you can apply any additional updates, including specifying whether your targets will be shared across device or if you would like to specify targets by device, which allows you to input different targets for each device.
     

    
     

13. We recommend you double check that your Bid Strategy is set to use device bidding by clicking into the Traffic to Publisher section of the Side Panel and checking the box for Device Bidding. Then click Save to finalize your changes.
     

    
     

14. Next, you'll need to assign campaigns or groups to your Bid Strategy. To learn how, check out our Bid Strategies article. 
     
15. You can also make additional changes to your Bid Strategy settings from the Side Panel. For each change you make to your Bid Strategy, be sure click Save in the relevant section before closing out the Side Panel.
     

    

editing an existing awareness targeting bid strategy

1. The first step, as always, is to log into MarinOne. 
    
2. Next, click on the Optimization tab in the bottom-left corner. 
    

   
    

3. By default, you should land on the Bid Strategies sub-tab, but if you do not, you can click there manually. 
    

   
    

4. Here, you should see a list of all of the Bid Strategies that have been set up previously. 
    

   
   
    

5. Double click on the name of a Bid Strategy in order to launch the Side Panel. This is where you'll be able to review and update all of your Bid Strategy settings. 
    

   
    

6. If you see anything you would like to update, hover over the Awareness Targeting section and click on the Edit button ('pencil') icon. From here, you can make any edits you need to make to both your Position Targets (for non-Google publishers) and your Impression Percentage Targets (for Google campaigns). 
    
7. You can then update which of the five available Prominence Metrics you would like to target.
    

   

   
   Top Imp Rate and Top Imp. Share means you're targeting the top of the page (anything above the fold on the Search Engine Results Page) and Abs. Top Imp. Rate and Abs. Top Imp. Share means you're targeting the very first ad position on the page for impressions you have received.
   
   Each metric is shown as a percentage, so for example, a 75% Top Impression Percentage would mean your ad is making it above the fold on the Search Engine Results Page 75% of the time. A 75% Absolute Top Impression Percentage would your ad is making it to the very first ad position on the page 75% of the time. 
   
   You can also make updates to your Average Position targets at the same time, if needed. 

    

8. If you would like to differentiate your targets across desktop, mobile, and tablet, simply select the Specify Targets By Device radio button and input targets for each device. 
   
   If you'd prefer to keep the same targets across devices, select the Share Targets Across Device radio button.
   
    

   
   
    

9. To apply your changes, simply click Save. 
    

10. Double check that your Bid Strategy is set to use device bidding by clicking into the Traffic to Publisher section of the Side Panel and checking the box for Device Bidding. Then click Save to finalize your changes.
     

    
    
     

11. You can also make additional changes to your Bid Strategy settings from the Side Panel. For each change you make to your Bid Strategy, be sure click Save in the relevant section before closing out the Side Panel.