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Bidding and Optimization

Home > English > Bidding and Optimization > Bidding Basics > Managing Bidding During a Sale

Managing Bidding During a Sale

Introduction

We suggest updating the Folder Boost daily on anticipated uplift of Conversion Rate or Revenue-Per-Click for sales periods. This is true if sales extend beyond a day, or you expect conversion rates to increase substantially.

Controlling Spend Rate During a Sale

We recommend two ways to control spend rate during a sale using Folders: You can modify the Folder Target or you can use Boost; we recommend Boost. To learn more about Boost and other Bidding rules, check out our dedicated article.
 

  • Before the sale:
     
    • Find out Revenue-Per-Click or Conversion-Rate uplift from historic sales as a percentage.
       
  • On the day of the sale:
     
    • Apply the percentage uplift calculated above as a boost on day of sale.  Although an equivalent effect can be achieved by changing the folder targets, most clients choose to maintain previous folder targets and use boost for sales periods.
       
    • Remove all bid change limits. Preserving bid change limits only allows your bids to change up to the limited amount, possibly restricting a number of keywords. More information on bid change limits is available here.
       
    • Ensure campaign budgets are set appropriately at the publishers and will not be overly restrictive.
       
    • During your sales period, remove other previously excluded sales periods from the Excluded Dates section. More information on Excluded Dates is available here.
       
    • Marin Bidding runs automatically at 5pm every day. For sale events, we suggest that you run bidding again a few hours before the sale. To request a bidding run outside of the usual 5pm schedule file a request via Marin ticketing.
       
    • Once the sale has begun, check hourly spend rates in the publisher accounts. Compare your spend trend in the current sale with previous sales to confirm bidding configuration is not over or under-spending.
       
    • Assess the number of terms hitting bid caps: To see this quickly, add the column Bidding Category. Keywords at bid cap will show as At Bid Cap.
       
  • After the sale:
    • Add previous and latest sales periods to Excluded Dates.
    • Set bid change limits to pre-sale setting.
    • Revert Boost to historic level.
    • Finally, request a bidding run outside of the usual 5pm schedule to alter bids to historic settings.

Some Important Considerations During the Sale

  • To ensure spend targets are hit, Boost needs to be appropriate and bid limits need to be relaxed.
     
  • In preparation for the sale, use Forecasting to estimate changes to the daily spend through small (<20%) changes to boost settings. When spend targets exceed this, the forecasting models are of limited use: We recommend reviewing historic data to estimate a suitable uplift amount.


     
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