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Bidding and Optimization

Home > English > Bidding and Optimization > Bidding Basics > Dynamic Actions Advanced Guide

Dynamic Actions Advanced Guide

Introduction

Dynamic Actions allow advertisers to harness the power of their data warehouses and 3rd party data feeds to build flexible rules that adjust bids based on trends in this contextual data. For example, an advertiser could integrate inventory data into the platform via dimensions and then leverage this data to boost bids for keywords with high inventory. Other uses could include setting bid overrides, bid caps, and bid floors based on changes in external data.

All Dynamic Actions can be turned into parameters by using Dimension values to control the boost or bid adjustment that is applied. Dynamic actions work seamlessly with the platform’s automated bidding, allowing for additional controls and bid optimization on top of the platform's already best-in-class bidding algorithm.

Note: The maximum number of dynamic actions per Marin account is 5.

How to create a dynamic action

Once the Dynamic Actions feature is enabled, you can create and manage your Dynamic Actions as follows:
 

  1. Click on the Admin link near the top right corner of the application.
     
  2. Navigate to the Actions sub-tab. All Dynamic Actions will be shown in the grid on the left side of the Actions page.
     
  3. Click Create to Create a new Dynamic Action.
     
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You can also edit or delete existing Dynamic Actions from this page. Remember to Save all changes to each Dynamic Action when performing edits.

Example of a dynamic action

The following is an example Dynamic Action that boosts (i.e. increases) bids by 15% for all keywords where the Promotion dimension has the value TRUE.
 

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When creating a new action, the following fields are required:
 

  • Name: This is a descriptive name for your action. In the example above, our action is called Promotion Boost because we will setup an action to boost bids for certain keywords associated with products running a promotion.
     
  • Status: You can set your actions to active or paused status. Active actions will run each day and influence bids while paused actions will not affect any bids.
     
  • Apply to: Using the Edit Campaigns and Edit Groups widgets, you can add or remove campaigns and groups from being associated with the action. In the example above, we have mapped 14 campaigns to our action. This is the potential scope of the Dynamic Action.
     
  • Criteria: You can add up to five criteria. These criteria will be evaluated for active keywords within the selected Groups and Campaigns to determine the exact set of keywords to apply the Dynamic Action to. When building your criteria set, you can select Satisfy All (i.e. all criteria must be true for a Keyword to be selected) or Satisfy Any (i.e. apply action if any of the criteria are met).
     
  • Action: This is the action that will be applied to keywords in selected groups and campaigns that also satisfy the Criteria set for the action. In this example, we will boost bids by 15% for these keywords. Note that this boost is applied as part of Marin Bidding and will only be applicable to keywords in Bidding folders set to Traffic or Preview (only the suggested bid is affected for folders on Preview).

Supported actions

The following actions are currently supported:

  • Boost bid by value (or Dimension Value)
    This action applies a boost (either positive or negative) to the recommended bid calculated by Marin’s bidding algorithm. This boost is applied in a similar manner to the Folder boost setting, and acts as an additional multiplicative boost factor.
     
  • Set bid to value (or Dimension Value)
    This action acts like a bid override, and sets the bid for the Keyword to the value configured in the Dynamic Action, disregarding all folder bidding rules.
     
  • Don’t bid above value (or Dimension Value)
    This action sets a bid cap for the keyword; when this action is applied, a bid will never be set above this value.

    Note: If you set a Dynamic Action "Don't bid above" value, this will take priority over the folder-level bid cap, regardless of whether the folder-level cap is north or south of the Dynamic Action cap.

    This can be supported for the following scenarios:
    • If the Dynamic Action bid cap is lower than the Folder-level bid cap
    • If the Dynamic Action bid cap is equal to the bid cap applied
    • If the Dynamic Action bid cap is higher than the Folder-level bid

 

  • Don’t bid below value (or Dimension Value)
    This action sets a bid floor for the keyword, which replaces the folder-level bid floor. When this action is applied, a bid will never be set below this value. All four actions can be configured using an absolute value (e.g. Boost bid by -10%) or a Dimension value (e.g. Boost bid by the amount stored in Dimension ‘Sale Boost’).

Timing of dynamic actions

A daily job runs at 11am client time that determines, for each active Dynamic Action, which keywords currently match the action’s campaign / group mapping and criteria set. This job stores these matches in the back-end to be used by the next Bidding job (which runs daily at 5pm).

As a result, dimension data must be updated prior to 11am client time for it to be taken into account during that evening’s bidding job at 5pm.

Reporting on dynamic action performance

You can gain insights into how your Dynamic Actions are performing in a variety of ways, including:

Daily Activity Log file

Each day, a file will be produced in the Activity Log which will document any Warnings or Errors regarding your active Dynamic Actions. For example, the Activity Log file will report on Keywords which:
 

  1. Are not in a Bidding folder set to Preview or Traffic
  2. Are on bid or position override
  3. Have invalid dimension data
  4. Have multiple Dynamic Actions matched

 

Note: The Daily Activity Log file will only show data regarding warnings and errors relating to your Dynamic Actions. It will not show successful actions, but you can always run a one-time report to access this data in volume. 
 

Last Action Applied Grid Column (Keywords grid)

A new column is available in the Keywords grid called Last Action Applied, which shows the Dynamic Action that was most recently applied to a given keyword. Navigate to the View Builder settings column list to add this column to the Keywords Grid. Note: This column is only visible to those with the closed beta enabled.

Actions grid column (Campaign and Groups grid)

A new column is available in the Campaigns and Groups grids called Actions, which shows a comma separated list of Dynamic Actions currently mapped to a given Campaign (or Group). Navigate to the View Builder Settings column list to add this column to the Grid. Note: This column is only visible to those with the closed beta enabled.

Bid Category column / Folder Summary charts

The Bid Category column indicates, for a given keyword, what the primary influencer of the keyword’s recommended bid was (during the last bidding job). A new value for this column – Dynamic Actions – has been created and will appear in the Bid Category (Keywords Grid) column and Folder Summary Page pie charts (Bidding grid -> Select Folder -> Summary sub-tab) for Keywords who have their bid adjusted by a Dynamic Action.

Dynamic actions and Folder Bidding Rule Interactions

Dynamic Actions work seamlessly with the Platform’s automated bidding, allowing advertisers to layer additional bid adjustments on top of the platform’s best-in-class bidding algorithm. When Dynamic Actions are applied, the following interactions with bidding folder rules are observed:

  • Boost bid by value (or Dimension Value)

This action is applied with the same rule preference as the Folder boost setting. All other folder rules are honored. For example, if a Dynamic Actions boost is set to boost a Keyword’s bid by 50%, but the resulting bid is exceeds the Folder bid cap, the resulting bid will be capped at the folder’s bid cap.

Important: Note that bid dampening (i.e. Max Bid Change %), if enabled, will still be applied and limit the resulting effective boost that a Dynamic Action can influence a bid by for a given day.
 

  • Set bid to value (or Dimension Value)

This action acts like a bid override, and takes over the bid calculation. Folder economic bidding and all folder rules are ignored when using a Dynamic Action to set bid to value.
 

  • Don’t bid above value (or Dimension Value)

This action, when triggered, replaces the folder bid cap and is fired with the exact same level of priority as the folder bid cap. Note that, if the Dynamic Actions bid cap is less than the Folder bid floor, the Dynamic Action bid cap will be ignored.
 

  • Don’t bid below value (or Dimension Value)

This action, when triggered, replaces the folder bid floor and is fired with the exact same level of priority as the folder bid floor. Note that, if the Dynamic Actions bid floor is greater than the Folder bid cap, the Dynamic Action bid cap will be ignored.

Note that Keywords on Bid or Position override will not have their bid adjusted by Dynamic Actions, as Bid Overrides take priority over all Platform automated bidding.

Matrix

The following Matrix outlines the interaction between each supported Dynamic Action type and each Folder bidding rule.
 

Rule_Interactions.png
 

  • *1: The keyword's bid will be set to zero and will thus use the Group bid which in turn will observe the "rule" i.e. folder bid cap , bid floor or campaign budget cap.Comments:
     
  • *2: If current bid is greater than Dynamic Actions bid cap, bid cap wins. Otherwise bid dampening wins.
     
  • *3: If current bid is less than bid floor, bid floor wins. Otherwise bid dampening wins.

Important information about Dynamic Actions

The following are some key pieces on information to keep in mind while using Dynamic Actions:

  • What keywords are eligible to have bids adjusted via Dynamic Actions:
    • Dynamic Actions will be applied to Keywords
      • Dynamic Actions will only be applied to active keywords (i.e keywords that are active within an active ad group and active campaign).
      • Important: By default, Dynamic Actions will only be applied to keywords that have recent clicks (as defined by the Reduced Dimension setting). This restriction can be lifted if needed.
    • Only one Dynamic Action will be applied per Keyword per day (i.e. per Bidding job). If multiple Actions match a Keyword, the action that appears closer to the top of the list shown on the Actions tab will be chosen to be applied to the keyword.
    • Dynamic Actions work in conjunction with Marin Bidding. As a result, only Keywords in bidding folders set to Preview or Traffic can have a Dynamic Action applied (only the suggested bid is affected for folders on Preview).
    • Note that Dynamic Actions will not be applied to Keywords in Position-Based Bidding folders.
  • Dynamic Actions for Shopping campaigns:
    • We now supports Dynamic Actions for Shopping campaigns.
    • If you are bidding on product groups you can leverage this feature to layer in advanced rules based on values in their dimension.
    • To opt in and start using this feature, please get in touch with your Marin platform representative so that they can ensure this feature is enabled for your account.
  • Important Information regarding Criteria:
     
    • Text-based Criteria (e.g. Promotion Equals (Text) TRUE) match Keywords in a case sensitive manner.
    • When using Numeric Criteria (e.g. Inventory Less Than 5.5), ensure all Dimension values are properly formatted numbers using the appropriate decimal separator for the account’s locale.
       
  • Note that Dynamic Actions are fully compatible with Portfolio Optimization. See our Help article for more details.
     
  • Last Action Applied is updated when the action is matched, not when bidding runs.
     
  • Dynamic Actions is not currently available for Display Keywords or Placements.

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