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Bidding and Optimization

Home > English > Bidding and Optimization > Bidding Basics > Monitoring Bidding Performance

Monitoring Bidding Performance

Introduction

The following table provides issues that affect Strategy performance. How to identify the cause and corrective actions for each issue is listed in the following section.

 

Issue

Strategy below CPL Target

Strategy above CPL Target

Bid Override

Google Optimizer

Conversion Rate / Value Change

Headroom % Change

Some historical dates do not reflect the expected performance

Using Min Bid Setting

 

Latent Conversions / Revenue

 

Keyword bids using Max. CPL i.e., below Min Bid

 

Lack of Inventory

 

Corrective actions

1. Several Keywords within the Strategy are set to bid override

Identify: In the Keywords tab, filter the Override column for 'On' to determine if keywords are set to Override.

Corrective action: Remove Groups containing Keywords on override from the Strategy or turn off Override.

2. Conversion Rate and/or Conversion Value has changed

No corrective action is needed. The MarinOne Bidding algorithm adapts to the most recent data.

3. Headroom % has changed

The Headroom % is typically between 10-40% for most Strategies. The Headroom % for a Strategy does not typically change unless additional groups are added, removed, or paused.

Corrective action: Add the Headroom % and Boost columns to the grid. Use the last two weeks of data to determine Headroom % and adjust the Boost accordingly.

4. Some historical dates do not reflect The expected performance

Any historical dates that do not reflect expected performance (e.g., days with promotions, holidays, bad conversion/revenue data) should be excluded from bidding.

Identify: Confirm that Conversions data is accurate for all historical dates not excluded from bidding. The History tab can be used to quickly check if conversions appear accurate for all history.

Corrective action: Exclude dates from the Strategy.

5. First Page Bid (Min Bid) is being applied

Identify: Check the Strategy Rules to see if Always keep above bid for first page /Minimum Bid box is checked.

Corrective action: Uncheck the Always keep above bid for first page / Minimum Bid box for the relvant Strategy.

6. Latent Conversions/Revenue Are still being uploaded

Corrective action: Wait until >95% of Conversions (and the corresponding Revenue) have been uploaded for a date range before checking if the Strategy is meeting financial objectives.

7. Bids are being automatically increased for Search Keywords that are below the Min bid (First Page Bid): Using Max. CPL

If Marin calculates a bid that is below the publisher-specified Min bid (first page bid), Marin will automatically increase the bid up to the lesser of the Min Bid or the Bid that would achieve the Max. CPL Target. Most clients prefer specifying a Max. CPL because it helps maintain volume.

Identify: Add the Search Bid and Min Bid columns to the Keywords tab. A keyword bid is being increased (to hit the Max. CPL) if the Search Bid is less than or equal to the Min Bid.

Corrective action: Change the Max. CPL target in the Strategy to equal the Strategy CPL target, then turn this feature off. For example, to target a $2 CPL, set both the CPL Target and the Max. CPL Target to $2.

8. Lack of inventory

In the lead generation vertical, it is common to run out of inventory. When this happens, it no longer makes sense to bid on affected groups.

Identify: Look at the Rev/Click in the History tab. The Rev/Click typically drops if there is no inventory, but users are still clicking on ads.

Corrective action: The most effective method to reduce ad spend after running out of inventory is to Pause affected groups and later unpause the groups when the inventory is replenished. With this methodology, no changes to the bidding solution need to be made.

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