Welcome!
Welcome to the Marin Software Support Center. We're glad you're here. Here's what you can look forward to:
  • Real-time search so you can find what you need faster than ever.
  • Easy-to-follow video guides for our most popular articles.
  • Interactive simulations and Live Screenshots to make learning easy.
  • Regular content updates to ensure every word you read is accurate and up-to-date.

Bidding and Optimization

Home > English > Bidding and Optimization > Bidding Basics > Bidding With Awareness Targeting

Bidding With Awareness Targeting

introduction

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. 

Note: Adding new Awareness Targeting Bid Strategies will need to be done from MarinOne and cannot be done from Marin Search. You will still be able to view your Bid Strategy performance and all Prominence Metrics in Marin Search, but your Bid Strategies can only be created and edited in MarinOne. 
 

at28.png

 

overview


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: 

  • Top Impression Percentage
  • Absolute Top Impression Percentage (updated intraday)
  • Top Impression Share
  • Absolute Top Impression Share (updated daily)

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. 

Benefits and Considerations


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.

How Awareness Targeting Works


The bidding engine works in the following way:
 

  1. 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: 
     

    1. 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. 
       

    2. 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. 
       

    3. All other search publishers use Average Position data for yesterday. 
       

  2. The engine compares the current keyword Prominence Metrics to the target range that you have entered in your Bid Strategy.
     

  3. If the Prominence Metric for a given keyword is south of the target range, the engine will bid this keyword up.

    For example, if your Impression Percentage target for Google is 65 - 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. Similarly, if a keyword is targeting position 1.5 - 2.5 for non-Google publishers and your current results for this keyword are an Average Position of 3.2, the keyword's bid will be increased. 
     

  4. If the Prominence Metric for a given keyword is north of the target range, the engine will bid this keyword down.

    For example, if your Impression Percentage target for Google is 65 - 80% (Absolute Top) and your current results for a given keyword are 90% (in the most recent 4 hours), then the keyword's bid will be decreased. Similarly, if a keyword is targeting position 1.5 - 2.5 for non-Google publishers and your current results for this keyword are an Average Position of 1.2, the keyword's bid will be decreased. 
     

  5. If your keyword is within the target Prominence Metric range, then no action is taken. 
     

  6. The effective device-level bids are translated in keyword search bids for desktop and group-level modifiers for tablet and mobile devices. 
     

Bids increases and decreases are not guaranteed if any of the following is true:

  1. Keywords on Bid Override will see no bid change. 
  2. Keywords impacted by the Bid Cap or Bid Floor rules will see their bids change to satisfy the user-set rules. 
  3. Recent bid changes made to the publisher that have not yet been registered in the cost reports. 
  4. For really low bids, we will push 0.01 bid if the bid increases or decreases round to 0 (<0.005).

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. 

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

Step-by-step


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. 

    Note: Adding new Awareness Targeting Bid Strategies will need to be done from MarinOne and cannot be done from Marin Search. You will still be able to view your Bid Strategy performance and all Prominence Metrics in Marin Search, but your Bid Strategies can only be created and edited in MarinOne. 
     
  2. Next, click on the Optimization tab in the bottom-left corner. 

     

    at10.jpg

     

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

    at22.jpg
     

  4. To create a new Bid Strategy, click on the Plus ('+') icon. at25.jpg

     

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

     

    at12.jpg

     

  6. Give your new Bid Strategy a name. 
     

    at27.jpg
     

  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. 
     


    at13.jpg

     

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


    at29.png

     

    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
     

    at26.jpg
     

  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.
     

    at23.jpg
     

  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.
     

    at21.jpg
     

  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.
     

    at24.jpg

editing an existing awareness targeting bid strategy

 

  1. The first step, as always, is to log into MarinOne. 

    Note: Adding new Awareness Targeting Bid Strategies will need to be done from MarinOne and cannot be done from Marin Search. You will still be able to view your Bid Strategy performance and all Prominence Metrics in Marin Search, but your Bid Strategies can only be created and edited in MarinOne. 
     
  2. Next, click on the Optimization tab in the bottom-left corner. 
     

    at3.jpg
     

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

    at22.jpg
     

  4. Here, you should see a list of all of the Bid Strategies that have been set up previously. This should look very similar to the Bidding tab in Marin Search. 
     

    at17.jpg

     

  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. 
     

    AT15.jpg
     

  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.
     

    at29.png


    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.

     

    at20.jpg

     

  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.
     

    at21.jpg

     

  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.
     

    at24.jpg

Prominence Metrics In Marin Search 


While the management of Awareness Targeting takes place in MarinOne, you can still see the prominence metrics in Marin Search, add them to the grid, and use them in your reporting. To do so, follow these steps:

 

  1. From the relevant Marin Search grid, click View Builder in the upper-right corner.
     
  2. Click into the Traffic/Cost column category.
     
  3. Look for the prominence metrics in the list, then use the checkboxes to add them to your column chooser.
     
  4. Order your columns as normal, then click Save to see your prominence metrics in the grid. 
     

    s1at.png
     

 

Important notes


  • Position overrides are no longer supported for Google objects. Some users will still temporarily have the ability to set a position override for Google objects in the Marin Search user interface, but this will no longer be honored by Marin Bidding. 
     
  • You can still use position overrides for non-Google objects. 
     
  • Traditional bid overrides, which allow you to opt-out of Marin Bidding and bid an object up or down manually, still work for both Google and non-Google objects.  This is also the case for override expiration dates.
  • Avoid making manual bid changes on Awareness Targeting objects on the publisher's side. There is a long latency of up to 8 hours for the correct bid to be reflected in the cost reports. As a best practice, all manual bid interventions should be done in the Marin application, while setting override flags set to expire the following day. 
  • Bid Strategy Position Caps are no longer supported for Google objects, but can still be used for non-Google objects. If you have a Position Cap set in a Bid Strategy that's targeting a financial target, this cap will no longer be honored by Marin Bidding for Google objects, but it will be honored for non-Google objects. 

    We will be looking to support Impression Percentage and Impression Share Caps in a future update. 
     
  • Dynamic Actions cannot be used with keywords in groups using Awareness Targeting bidding. 

relationship model for prominence metrics


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

Last modified

Tags

Classifications

This page has no classifications.

 

wiki.page("Internal/Mindtouch_Launch_Sandbox/js.cookie.js")