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Bidding and Optimization

Home > English > Bidding and Optimization > Bidding Basics > Bidding with Shopping Campaigns

Bidding with Shopping Campaigns

Introduction

Our automated bidding solution has the ability to optimize bids for Google Shopping campaigns and Microsoft Shopping campaigns. 

How bidding works for Shopping Campaigns

Bids are calculated at the Product Group level for Google Shopping campaigns and Microsoft Shopping campaigns.

Bidding is very similar for Product Groups as it is for keywords and placements. Historical Product Group data and Folder-level data (when needed) is combined with financial goals to calculate a bid. Data from search, content, and social ads in the same Folder will not be used in Product Group bid calculations as the performance of these channels are inherently different.

Differences between bidding on keywords and bidding on Product Groups


Position data is not reported by Google for Product Groups. As a result, position override, first-page bidding, max CPL and minimum margin, forecasting and position caps will not apply to Product Groups.

Important information


  • For the best results, we recommend that you not begin bidding on Product Groups until you have at least four weeks of historical data. Note that we do not begin bringing Product Group data into the platform until the feature is activated for your account. Please contact your platform representative if you have any questions.
  • For Shopping Campaigns, bids are calculated at the Product Group level.

Additional information


  • A single Product Group in a bidding folder will calculate the same bid as a keyword or a placement with identical click and conversion data, with the exception when they are low volume. Tail Product Groups will share data across other tail product groups, while keywords will share data across other tail keywords within a folder. 
  • Google does not report on position data for Product Groups. All Product Groups will show a position of 0.0 in the grid. For this reason, position override, min margin/max CPL (stretch) bidding, bid to first-page, forecasting and position caps will not apply to Product Groups.
  • Marin will not calculate a bid for Product Groups in Folders using Portfolio Optimization or Position Based Bidding because of the lack of position data.
  • Marin will only calculate bids for Product Groups in Folders using algorithmic bidding that are either maximizing conversions to a CPL Target or maximizing Gross Profit to a Margin/ROAS/ROI Target.
  • Bids are calculated at the Product Group level for Google Shopping campaigns and Microsoft Shopping campaigns. Bidding is almost identical for Product Groups as it is for keywords with the following exceptions:
    • Position data is not reported by Google for Product Groups. As a result, position override, first-page bidding, max. CPL and minimum margin, forecasting and position caps will not apply to Product Groups.
    • There is no group level bidding for Product Groups.  Low volume Product Groups will have their data blended with the folder level aggregate data and have Product Group level bids.  However, please note that separate folder aggregates are built for keywords and Product Groups.
  • Product Groups with fewer all-time clicks than the click threshold will only share data with other Product Groups.
  • There are no match types for Product Groups. Product Groups in a Folder using the boost by match type settings will default to the boost set for broad match.
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