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.
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.
Additionally, if you'd like to download multiple Insights all at once, you'll find a Download All button in the bottom-right corner of the page.
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.
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.
There are currently several dozen Insights available. You may not have all of them 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 |
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. |
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. |
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Ad Optimization |
Identifies underperforming ads using the KPI and statistical confidence in your A/B test settings. |
Pause or consider replacing these ads. Apply recommendations to pause underperforming ads |
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Bid Caps |
Identifies keywords, ad groups, product groups, and placements performing above the 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. Apply recommendations to remove bid cap setting from Strategies. |
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Bid Changes Preview |
Identifies Marin Strategies set to Preview mode. |
Review bid changes recommended by Marin Bidding and set Strategies to Traffic mode. |
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Bid Floors |
Identifies keywords, ad groups, product groups, and placements performing below the Strategy efficiency goal whose bids are artificially raised using the Bid Floor setting. |
Apply recommendations to disable the Bid Floor unless there is a specific business case to maintain a Minimum Bid. |
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Bidding Reactivity |
Identifies Marin Strategies that are not using the Limit Bid Changes under X% setting. |
Increase the daily budget for these campaigns to capitalize on your efficiency and drive more profitable volume. Apply recommendations to increase campaign budgets by 5%. |
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Budget Capped Campaigns |
Budget Capped Campaigns are high performing campaigns limited by their daily budget. |
Marketers should increase the daily budget for these campaigns to capitalize on their efficiency and drive more profitable volume. |
Google, Microsoft, Amazon |
|
Conversion Latency |
Reviews your conversion latency within the past 90 days for conversion types with at least 30 days of conversion data |
Validate your automated bidding strategy based on expected future conversions that have not yet been realized. |
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Dedicated Group Landing Pages |
Identifies unique spending ad groups with more than one landing page. |
Create dedicated landing pages for each group to improve the relevancy of keywords and ads in the group. |
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Disapproved Ads |
|
Submit a policy exemption request to the publisher. |
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|
Duplicate Keywords |
Identifies duplicate active keywords. |
Apply recommendations to pause the keyword with a lower quality score. If quality score is the same, MarinOne will 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. |
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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. |
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First Page Minimum Bid |
Identifies keywords, ad groups, product groups, and placements performing below the Strategy efficiency goal whose bids are artificially raised using the First Page Bid Minimum rule. |
Apply recommendations to remove this setting if performance is more important than volume. |
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Forecasting Target Opportunities |
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"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. |
|
Group Restructure Opportunities |
Identifies active ad groups with:
|
Segment ad groups with moderately high keyword counts and low quality score spend into multiple ad groups in order to improve the relevancy between keyword sets and ad copy. |
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Invalid Credentials |
Identifies publisher accounts that require a password update in Marin. |
Update the username or password within Marin. |
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Keyword Bid Overrides |
Identifies keywords assigned to trafficked Marin Strategies that are not being optimized. |
Apply recommendations to disable Bid Overrides unless there is a specific business case for manual bid optimization. |
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Keyword Count |
Identifies ad groups with more than 100 active keywords. |
Segment keywords into multiple ad groups to improve keyword/ad relevancy. |
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Keyword Expansion |
Identifies non-exact match search terms performing at a lower cost-per-conversion than their parent campaign based on Google conversion tracking. |
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. |
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. Apply recommendations to create new keywords. |
Google, Microsoft, Amazon, Apple Search Ads
|
|
Keyword Publisher Expansion |
Identifies top-performing keywords that are not being leveraged in Microsoft. |
Add these keywords to the missing publisher. |
Google, Microsoft
|
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KPI Alerts |
Identifies social campaigns with KPI changes of +/- 15% day-over-day or week-over-week |
Investigate the causes behind the performance change. |
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Landing Page Errors |
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Apply recommendations to pause keywords until the landing page issue is resolved. |
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Low Volume Strategies |
Identifies Marin Strategies with thin data. |
Consider merging Strategies with similar targets to improve the accuracy of tail term bid calculations using borrowed historical performance data. |
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Negative Keyword Expansion |
Identifies non-converting search terms based on Google conversion tracking with a statistically significant amount of clicks. |
Apply recommendations to add these search terms as exact match negative keywords.
|
Google, Amazon, Apple Search Ads |
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Recently Deleted Campaigns |
Identifies campaigns that have been deleted in the last two weeks. |
Confirm that campaign deletions in the last two weeks were intentional & desired. |
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Recently Ended Campaigns |
Identifies campaigns that have ended in the last two weeks. |
Confirm that the campaigns should no longer be running. |
Instacart |
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RSA Coverage |
Identifies ad groups within search campaigns that do not contain any active Response Search Ads. |
Add Response Search Ads in order to prepare for the upcoming deprecation of text/enhanced text ads. |
Google, Microsoft |
|
Single Keyword Ad Groups |
Showcases which keywords have significant mobile performance to move each into their own ad group so it can get its own mobile bid. |
Move these keywords into dedicated ad groups to gain control of their mobile bid multipliers. |
Google, Microsoft
|
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Single Use Landing Pages |
Identifies unique landing pages used by more than one ad group. |
Create dedicated landing pages for each group to improve the relevancy of keywords and ads in the group. |
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Sync Errors |
Identifies campaigns that have fallen out of sync with Marin. |
Perform a manual sync within Marin. |
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Top Performing Amazon Ads |
Identifies Amazon ads performing above average within their ad group. |
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. |
Move these products to dedicated product groups to gain control of bidding and capitalize on the product's performance. |
Google Shopping
|
Each Insights card has several key details. We'll talk about each one in more detail below.
For some Insights, you will need to download and review the recommended changes via CSV; for others, we offer one-click implementation. We'll review each of these below, starting with one-click implementation.
