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Bidding and Optimization

Home > English > Bidding and Optimization > Bidding Basics > Insights

Insights

Introduction

MarinOne's Insights feature is a tool that provides you with actionable optimization recommendations, designed to improve the performance of your digital marketing program. Using Insights, you can analyze ad copy, identify keyword expansion opportunities, and much more. 

Recent performance of campaigns, ads, keywords, and products is benchmarked against your overall account performance to uncover opportunities to reduce wasteful spending and capitalize on volume in high-performing areas. Insights are updated daily based on performance data over the most recent four weeks.

For example, the Ad Copy Optimization Insight is designed to help you determine not only which ads are performing well, but also why they're performing well by analyzing the specific words and phrases within your ads are driving the overall improved performance when compared with ad group averages.

Read on to learn how to access Insights, the specific Insights available, and how to implement these recommendations in your own search marketing accounts. 

Note: The Insights feature is only available in MarinOne and is not available in Marin Search.
 

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Currently, Insights are only available for Search campaigns. We expect to bring you Social Insights in a future release.

Insights Benefits


  • Highly Qualified Recommendations - Volume and performance criteria result in recommendations that are expected to provide meaningful impact to your bottom-line performance.

  • Performance Predictions - Incremental spend, conversion, and revenue estimates allow you to prioritize your time on recommendations that will have the most impact.

  • Platform-Ready Exports - Downloadable reports allow you to review Insights at the most granular level. We've also made it easy to implement the recommended changes using a bulk upload.

How to Access Insights


  1. The first step, as always, is to log into MarinOne. 
     
  2. If you aren't already there, navigate to the Home tab ('M' icon) in the top left-hand corner. 
     

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  3. From here, click on the Insights tab. If you have Insights available, you will see blue circle with a white number in it next to the name of the tab. 

    Note: The notification number will always be visible when Insights are available, for all MarinOne users who have access to your account. This is not a notification that can be cleared.
     

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  4. Each available Insight will be displayed as a card, giving you the high-level details available for each recommendation. We'll talk more about the available information in each card in the How to Understand Your Insights section later in this article. 
     

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  5. At the top of the page, there are categories of Insights available: All Insights, Keywords, Ecommerce, Ads, Bidding & Budgets, and Marin Setup. You can use these categories as buttons to view just the Insights for those specific categories. 
     

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    If you hover over or click on one of these buttons, these are also color-coded to align with the colors used on your Insights cards. 
     

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  6. To view the full details for each Insight, beyond the high-level details available in the card, click the Download CSV button for the specific Insight card you would like to review. This will download as a CSV file, which you can review, then prepare as a bulksheet to be uploaded into MarinOne. We'll talk more about this process in the How to Implement Insights section of this article. 
     

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  7. We'll talk more about the specific Insights available in the next section of this article. Read on to learn more. 

Insight Criteria


Each Insight uses a different set of criteria and will be displayed as a card in the Insights tab. Most Insights use relative performance criteria to identify optimization opportunities. 

Additionally, each MarinOne client account will use either a ROAS model or a CPL model for calculating Insights. 

 

  • If a MarinOne Client Account has revenue over the last four weeks, ROAS (Revenue / Cost) is used to determine if an object is performing above average.

  • If a MarinOne Client Account has no revenue over the last four weeks, CPL (Cost / Conversion) is used to determine if an object is performing above average.

 

Contact your Marin account representative or reach out to our support team if you would like to change the model that's currently being used used in your MarinOne Client Account. 

To learn more about the criteria used to populate a specific Insight, hover the number next to Affected Campaigns in the top-right of the Insight card. This will tell you what filters were applied and how this Insight was generated.

 

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All Insights are refreshed daily using performance data for the previous four weeks, so be sure to check back regularly for new recommendations. You can see the last updated date and the date range used for your current Insights at the bottom of the page, independent from the Insights cards.

 

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Available Insights


There are currently 30 possible Insights available. You may not have all 30 available at any given time in your MarinOne Client Account -- this will depend on whether MarinOne's Insights engine finds anything when it generates recommendations. 

We'll walk through each Insight that's available, listed below in alphabetical order, along with details about what the Insight does, how it's calculated, our recommended actions, and any other noteworthy details. 

 

Insight Name Details How It's Calculated Recommended Action Notes

Ad Copy Optimization

 

Identifies the individual word with the most clicks across an ad group's keyword set and determines if that word is included in the highest-traffic creative.

Monthly estimates are calculated based on a global benchmark for CTR improvement and performance ratios within your account.

Consider writing a new ad that incorporates the top clickshare word.

Google, Microsoft, LinkedIn

Ad Count

Identifies ad groups with less than 3 active ads.

 

Maintain at least 3 active ads in each ad group. 

 

Ad Optimization

Identifies underperforming ads using the KPI and statistical confidence in your A/B test settings. 

Monthly estimates are calculated based on the expectation that traffic will be rerouted to better performing ads in the ad group.

Pause or consider replacing these ads.

 

Bid Caps

Identifies keywords, ad groups, product groups, and placements performing above the Bid Strategy efficiency goal whose bids are limited by the Bid Cap setting. 

 

Disable or raise the Bid Cap setting unless there is a specific business case to maintain a Maximum Bid. 

 

Bid Changes Preview

Identifies Marin Bid Strategies set to Preview mode. 

 

Review bid changes recommended by Marin Bidding and set Bid Strategies to Traffic mode.

 

Bid Floors

Identifies keywords, ad groups, product groups, and placements performing below the Bid Strategy efficiency goal whose bids are artificially raised using the Bid Floor setting. 

 

Disable the Bid Floor unless there is a specific business case to maintain a Minimum Bid. 

 

Bidding Reactivity

Identifies Marin Bid Strategies that are not using the Limit Bid Changes under X% setting.

 

Enable the Limit Bid Change setting and set it to 25%.

 

Budget Capped Campaigns

Budget Capped Campaigns are high performing campaigns limited by their daily budget.

Monthly estimates are calculated by multiplying the spend across these campaigns by their impression share lost due to budget (capped at a 25% increase).

Marketers should increase the daily budget for these campaigns to capitalize on their efficiency and drive more profitable volume.

Google, Microsoft, Amazon

Disapproved Ads


Identifies Ads disapproved within the last 2 weeks.

 

Submit a policy exemption request to the publisher.

 

Duplicate Keywords

Identifies duplicate active keywords.

 

Pause the keyword with a lower quality score. If quality score is the same, pause the keyword with less spend in order to preserve the keyword with more historical data that can be leveraged by an automated bidding solution.


A duplicate keyword is defined as multiple keywords with the same Publisher, Keyword Text, Match Type, Geo Target, and Audience Target. Please note that this Insight will flag duplicates that are not in the same campaign/group.

Enhanced CPC

Identifies Google campaigns using Marin Bidding or Manual Bidding without Enhanced CPC.

 

Enable the Enhanced CPC setting, unless there is a specific business case that prevents it. 

 

Forecasting Target Opportunities


Identifies Marin Bidding Strategy target changes that would yield improved performance.

 


Adjust Bid Strategy targets if the forecasted outcome aligns with your campaign goals.

"Improved Performance" is defined as (Δ% volume - Δ% cost) > 5% where volume is revenue or conversions. Please note that this approach treats a 1% change in volume equal to a 1% change in cost.

Invalid Credentials

Identifies publisher accounts that require a password update in Marin.

 

Update the username or password within Marin.

 

Keyword Bid Overrides

Identifies keywords assigned to trafficked Marin Bid Strategies that are not being optimized. 

 

Disable Bid Overrides unless there is a specific business case for manual bid optimization. 

 

Keyword Count

Identifies ad groups with more than 100 active keywords.

 

Segment keywords into multiple ad groups to improve keyword/ad relevancy.

 

Keyword Expansion

Identifies non-exact match search terms performing at a lower cost-per-conversion than their parent campaign based on Google conversion tracking.

Monthly estimates are calculated based on a global benchmark for match type CPCs and performance ratios ratios within your account.

Marketers should add these search terms as a exact match keywords.

Google, Amazon, Apple Search Ads

Keyword Match Type Expansion

Identifies high performing keywords that do not exist on more specific match types.

Monthly estimates are calculated based on global benchmarks comparing the click ratio, CPC ratio, and efficiency ratio between broad, phrase, and exact match types.

Marketers should create the more specific keyword variation (e.g. create an exact match variation of a phrase keyword) to benefit from increases in quality score, CTR, keyword:search term relevance, and overall performance.

Google, Microsoft, Amazon, Apple Search Ads

 

Keyword Publisher Expansion

Identifies top-performing keywords that are not being leveraged in Microsoft. 

Monthly estimates are based on the keywords' proportion of spend within the current publisher and variance in efficiency across publishers.

Add these keywords to the missing publisher.

Google, Microsoft

 

Landing Page Errors


Crawls the top 100 landing pages by spend, and surfaces issues, such as a 404 error code.

 

Pause keywords until the landing page issue is resolved.

 

Low Volume Bid Strategies

Identifies Marin Bid Strategies with thin data. 

 

Consider merging Bid Strategies with similar targets to improve the accuracy of tail term bid calculations using borrowed historical performance data.

 

Negative Keyword Expansion

Identifies non-converting search terms based on Google conversion tracking with a statistically significant amount of clicks.

Monthly estimates are calculated based on the reduction in spend from these search terms.

Add these search terms as exact match negative keywords.

Google, Amazon, Apple Search Ads

Recently Ended Campaigns

Identifies campaigns that have ended in the last two weeks.

 

Confirm that the campaigns should no longer be running.

Instacart

Single Keyword Ad Groups

Showcases which keywords have significant mobile performance to move move each into their own ad group so it can get its own mobile bid. 

Monthly estimates are based on the differences in device performances between a keyword and its parent ad group.

Move these keywords into dedicated ad groups to gain control of their mobile bid multipliers.

Google, Microsoft

 

Sync Errors

Identifies campaigns that have fallen out of sync with Marin.

 

Perform a manual sync within Marin.

 

Top Performing Amazon Ads

Identifies Amazon ads performing above average within their ad group. 

Monthly estimates are calculated based on the performance ratio and impression share of each ad. 

Move these ads to dedicated ad groups to gain control of bidding and capitalize on the product's performance. 

Amazon

Top Performing Products

Identifies shopping products performing above average within their product group.

Monthly estimates are calculated based on the performance ratio and impression share of each product.

Move these products to dedicated product groups to gain control of bidding and capitalize on the product's performance.

Google Shopping

 

How to Understand Your Insights


Each Insights card has several key details. We'll talk about each one in more detail below. 

 

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  • The top metric represents the anticipated growth in conversions or revenue, should you decide to implement the recommended changes. 
  • Where applicable, the bottom metric represents the anticipated increase or decrease in spend, should you decide to implement the recommended changes. Please note that on some types of Insights you won't see two separate metrics and will instead only see one.
  • The Insights card also shows the number of affected campaigns (in the top-right) and an example publisher account, campaign, ad, Bid Strategy, or URL where this change will have the most impact (in the bottom-left). If you download the full file, you will see a list of all available objects in the Insight. The card that's visible in the MarinOne platform will always show only one example object, rather than the full list. Be sure to download the CSV file for the full list. 
  • Additionally, each Insight card will give you the anticipated Impression Share lost to budget, campaign efficiency, and account efficiency or other details, depending on the type of Insight. The bottom section of the Insight card, in gray, will always display additional details relevant to that specific Insight.

How to Implement Insights


  1. First, follow the steps listed in the How to Access Insights section of this article to navigate to the Insights tab. You should also use the information presented in the How To Understand Your Insights section of this article to determine which Insights you would like to implement -- or which Insights you would like to review in more detail. 
     
  2. Next, from the applicable Insights card, click the Download CSV button. This will download as a CSV file to your computer. 
     

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  3. Review the recommendations presented in the CSV file. There are even handy columns that will help you predict the anticipated changes to spend, conversions, and revenue.
     
  4. Decide which recommendations you would like to implement. We recommend giving the file a thorough review prior to implementation to be certain you're familiar with the changes that will be made. Use filters as needed and delete rows where you do not plan to implement the suggested change. 
     
  5. Once you've identified which changes you would like to implement, you'll prepare your file as a bulksheet. Simply remove any metrics columns, predicted change columns, or other columns that are not accepted in a bulk upload. 
     
  6. Next, bulk upload your file like normal. You can learn more about bulk uploads from our dedicated article
     
  7. Once you've uploaded your changes, use the Activity Log to monitor the status of your upload. 
     
  8. That's all there is to it! From here on out, be sure to monitor your account for any performance uplift that might take place in the affected accounts as a result of implementing your Insights. We recommend using Dimensions to track performance changes.

Important Notes


  • Eventually, we hope to offer the functionality to implement your Insights with the click of the button. For now, however, you will need to download the report for your desired Insight and bulk upload the relevant data to your MarinOne client account. 

Appendix


Formulas

Below is a list of formulas/logic used to populate each Insight. 

Budget Capped Campaigns

  • Estimated Spend Change = Min(Campaign Spend / (1 - Impression Share Lost to Budget), Spend x 0.25)

  • Estimated Conversion Change = Estimated Spend x (1 / Campaign CPL)

  • Estimated Revenue Change = Estimated Spend x Campaign ROAS

Keyword Match Type Expansion

  • Estimated Spend Change = (Keyword Clicks x Global Match Type Click Ratio) x (Keyword CPC x Global Match Type CPC Ratio)

  • Estimated Conversion Change = ABS(Estimated Spend) x ((1 / Keyword CPL) x Global Match Type Efficiency Ratio))

  • Estimated Revenue Change = ABS(Estimated Spend) x (Keyword ROAS x Global Match Type Efficiency Ratio)

  • Ratios:
     

Match Type Expansion

Click Ratio

CPC Ratio

Efficiency Ratio

Broad to Exact

0.3

-0.4

1.8

Broad to Phrase

0.45

-0.15

1.1

Phrase to Exact

0.35

-0.1

1.4

* Global ratios calculated for keywords existing on both match types across all Marin customers

Eeyword Publisher Expansion

  • Estimated Spend Change = Max((Keyword Spend / Current Publisher Spend) * New Publisher Spend, 1)

  • Estimated Conversion Change = Min(Estimated Spend x Min((1/New Publisher CPL),0.8),1)

  • Estimated Revenue Change = Estimated Spend x Max(New Publisher ROAS, 3)

Ad Optimization

  • Estimated Conversion Change (AB Test Metric is Conversions/Impression) = (Ad Impressions x (sum of conversions across non-loser ads within the ad group / sum of impressions across non-loser ads within the ad group)) - Ad Conversions

  • Estimated Conversion Change (AB Test Metric is Conversion Rate) = (Ad Clicks x (sum of conversions across non-loser ads within the ad group / sum of clicks across non-loser ads within the ad group) - Ad Conversions

  • Estimated Revenue Change (AB Test Metric is Profit/Impression) = (Ad Impressions x (sum of gross profit across non-loser ads within the ad group / sum of impressions across non-loser ads within the ad group)) - (Ad Gross Profit - Ad Cost)

  • Estimated Revenue Change (AB Test Metric is ROI, ROAS, or Margin) = (Ad Cost x (sum of gross profit across non-loser ads within the ad group / sum of cost across non-loser ads within the ad group)) - Ad Gross Profit

Ad Copy Optimization

  • Estimated Spend = Ad Spend x 1.12

  • Estimated Conversions = Ad Conversions x 1.17

  • Estimated Revenue = Ad Revenue x 1.17

* The spend multiplier of 12% and volume multiplier of 17% were derived from an analysis of ads containing top clickshare words (vs those that do not) across all Marin customers

Negative Keyword Expansion

  • Estimated Spend = -(sum of spend across non-converting search terms)

Keyword Expansion

  • Estimated Spend = - Search Term Spend x 0.25

  • Estimated Conversions = Search Term Conversions x Min((Campaign CPL / Search Term CPL) - 1, 0.25)

* The +/- 25% constraints were derived from an observational analysis of search terms added as keywords across all Marin customers using an automated bidding solution over a one month period.

Single Keyword Ad Group

  • Estimated Spend = Keyword Spend x MAX ((1 + (Keyword Mobile Performance Ratio - Ad Group Mobile Performance Ratio)), 1.25)
  • Estimated Conversions = Keyword Conversions x MAX ((1 + (Keyword Mobile Performance Ratio - Ad Group Mobile Performance Ratio)), 1.25)
  • Estimated Revenue = Keyword Revenue x MAX (( 1 + (Keyword Mobile Performance Ratio - Ad Group Mobile Performance Ratio)), 1.25)

 

* Mobile Performance Ratio (ROAS) = Mobile ROAS - Desktop ROAS

* Mobile Performance Ratio (CPL) = 1 - (Mobile CPL / Desktop CPL) 

 

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