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Awareness Targeting is an intraday Bidding Strategy that's designed to deliver visibility on the search engine results page by allowing you to set an Impression Rate Percentage target or Impression Share target for Google, Yahoo Japan, or Microsoft publisher accounts while continuing to target Average Position for other publishers -- all within the same Bid Strategy.
With the deprecation of the Average Position metric, the following new metrics have been introduced for Google, Yahoo Japan, and Microsoft, in addition to Search Impression Share:
Awareness Targeting can either optimize to rate metrics intraday (every 4 hours) or share metrics daily (between 7:00 a.m. - 11:00 a.m. client time for Google or 7:00 p.m. - 11:00 p.m. for Microsoft)
Awareness Targeting Bid Strategies can be set up from the MarinOne Optimization tab. From here, you can create and edit Awareness Targeting strategies, set Impression Percentage and Share targets for Google, Yahoo Japan, and Microsoft, and Average Position targets for other Search publishers. Users will also be able to specify targets for mobile and tablet devices. If you're new to using MarinOne, you can check out our Introduction to MarinOne article and video tour.
Awareness Targeting can have a major impact on volume, ensuring you hit your Impression Percentage, Share, or Position goals. Here are some of the key benefits:
Responsive Intraday Bidding engine: By running every 4 hours and using the latest prominence signals, Awareness Targeting ensures you are hitting your targets and maximizing opportunity, especially on high volume, highly competitive keywords, such as your brand terms. This allows you to keep ahead of your competitors.
Awareness Targeting allows you to set separate mobile and tablet targets, which is not available in Google's SmartBidding.
Since Awareness Targeting primarily optimizes toward impression-based metrics, conversion data is not required in order to get started. New campaigns can leverage this new Bidding Strategy on day 1.
The bidding engine works in the following way:
The bidding engine uses recent intraday cost reports differently depending on the publisher and target metric chosen; this is due to the differences in data availability and recency across publishers and target types. Cost reports contain both data for yesterday in entirety and today day-to-date:
For Google and Yahoo Japan Impression Percentage targets, the two most recent intraday cost reports are used referencing only day-to-date data to determine the most recent keyword-level metrics.
For Google Impression Share targets and Microsoft (all metrics) where data is not available intraday, only the most recent cost report is used and only data for yesterday is used.
All other search publishers use Average Position data for yesterday.
The engine compares the current keyword Prominence Metrics to the target range that you have entered in your Bid Strategy.
If the Prominence Metric for a given keyword is south of the target range, the engine will bid this keyword up based on how far off it is from the target. The further off from target, the more aggressive the bid increase.
For example, if your Impression Percentage target for Google is 70 - 80% (Absolute Top) and your current results for a given keyword are 50% (in the most recent 4 hours), then the keyword's bid will be increased. The same keyword will see a less aggressive bid increase if the current impression percentage value is 60% (closer to target).
If the Prominence Metric for a given keyword is north of the target range, the engine will bid this keyword down based on how far off it is from the target. The further off from target, the more aggressive the bid decrease.
For example, if your Impression Percentage target for Google is 70 - 80% (Absolute Top) and your current results for a given keyword are 95% (in the most recent 4 hours), then the keyword's bid will be decreased. The same keyword will see a less aggressive bid decrease if the current impression percentage value is say 85%
If your keyword is within the target Prominence Metric range, then no action is taken.
The effective device-level bids are translated in keyword search bids for desktop and group-level modifiers for tablet and mobile devices.
If you have additional questions about how Awareness Targeting works, check out our dedicated FAQs.
If you would like to create a new Awareness Targeting Bid Strategy, simply follow the steps below.
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.
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.
By default, you should land on the Bid Strategies sub-tab, but if you do not, you can click there manually.
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.
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.
Position |
Recommended Absolute Top Impression Share target |
Recommended Top Impression Share target |
Recommended Search Impression Share target |
Recommended Absolute Top Impression Rate target |
Recommended Top Impression Rate target |
Recommended Metric |
---|---|---|---|---|---|---|
1.0 |
100% |
100% |
100% |
100% |
100% |
Absolute Top Impression Share |
1.1 |
91% |
100% |
100% |
90% |
94% |
Absolute Top Impression Share |
1.2 |
84% |
100% |
100% |
82% |
89% |
Absolute Top Impression Share |
1.3 |
76% |
100% |
100% |
74% |
85% |
Absolute Top Impression Share |
1.4 |
70% |
100% |
100% |
66% |
80% |
Absolute Top Impression Share |
1.5 |
64% |
100% |
100% |
59% |
76% |
Top Impression Share |
1.6 |
58% |
96% |
98% |
53% |
72% |
Top Impression Share |
1.7 |
52% |
92% |
96% |
47% |
69% |
Top Impression Share |
1.8 |
47% |
89% |
94% |
41% |
65% |
Top Impression Share |
1.9 |
42% |
86% |
92% |
36% |
62% |
Top Impression Share |
2.0 |
38% |
83% |
90% |
31% |
59% |
Search Impression Share |
2.5 |
18% |
71% |
83% |
8% |
46% |
Search Impression Share |
3.0 |
1% |
62% |
78% |
0% |
35% |
Search Impression Share |
3.5 |
0% |
54% |
74% |
0% |
26% |
Search Impression Share |
4.0 |
0% |
47% |
70% |
0% |
18% |
Search Impression Share |
5.0 |
0% |
37% |
64% |
0% |
5% |
Search Impression Share |
6.0 |
0% |
28% |
59% |
0% |
0% |
Search Impression Share |
7.0 |
0% |
21% |
55% |
0% |
0% |
Search Impression Share |
8.0 |
0% |
15% |
52% |
0% |
0% |
Search Impression Share |
9.0 |
0% |
10% |
49% |
0% |
0% |
Search Impression Share |
10.0 |
0% |
5% |
46% |
0% |
0% |
Search Impression Share |