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Bidding and Optimization

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

Monitoring Performance

Introduction

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

 

Issue

Folder below CPL Target

(or above Margin Target)

Folder above CPL Target

(or below Margin Target)

Keywords Position Capped

 

Bid Override

Google Optimizer

Conversion Rate / Value Change

Headroom % Change

Some historical dates do not reflect expected performance

Using Min Bid Setting

 

Latent Conversions / Revenue

 

Keyword bids using Max. CPL (or Min. Margin %) -i.e., below Min Bid

 

Lack of Inventory

 

Corrective actions

1. Some Keywords are position capped

Several of the better performing Keywords may already be in the number one position. Increasing the Boost will increase ad spend on other Keywords which will allow the Folder to hit the CPL or Margin target.

Corrective action: Increase Boost to increase ad spend on less efficient keywords that are not in the top position.

2. Several Keywords within the Folder are set to bid override

Identify: Filter on Override column for either 'Position' or 'On' in the Keywords tab (or subtab within a Folder), to determine if keywords are set to Override.

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

3. Some Campaigns are using Google Optimizer

Marin cannot bid on any Campaigns that are set to use Google Optimizer.

Identify: Google keywords that have a $0 Search Bid and a $0 Group Search Bid are in a Campaign that is using Google Optimizer. Or, drill into a specific Campaign > Settings > Advanced Settings > Bidding Options to see if the Use Google conversion optimizer radio button is checked.

Corrective action: Place all Campaigns that are using Google Optimizer in a separate Folder for easier tracking or turn off Google Optimizer.

4. Conversion Rate and/or Conversion Value has changed

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

5. Headroom % has changed

The Headroom % is typically between 10-40% for most Folders. The Headroom % for a Folder does not typically change unless Groups are added, removed, or paused.

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

6. Some historical dates do not reflect 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. History tabs can be viewed at the account level or the Folder level to quickly check if conversions appear accurate for all history.

Corrective action: Exclude dates either at the account level (Admin > Optimization > Excluded Dates) or the Folder level (Settings > Excluded Dates) depending on where the data needs to be excluded from.

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

Identify: Check the Folder > Settings > Bidding page 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 on the Folder > Settings > Bidding page.

8. Latent Conversions/Revenue is still being uploaded

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

9. Bids are being automatically increased for Search Keywords that are below the Min bid (First Page Bid): Using Max. CPL (or Min. Margin %) target

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 (or Min. Margin %) target in the Folder Bid Settings page. Set the Max. CPL Target equal to the Folder CPL target to turn this feature off. For example, to target a $2 CPL, set both the CPL Target and the Max. CPL Target to $2.

10. 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 subtab of the entire account or an individual Folder. The Rev/Click typically drops if there is no inventory, but users are still clicking on the 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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