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Bidding and Optimization

Home > English > Bidding and Optimization > Bidding Basics > Promotion Bid Modifiers

Promotion Bid Modifiers

Introduction

Marin bidding uses recent historic biddable performance data as a predictor of future performance, which makes sense for business-as-usual bid optimization. However, there may be additional contextual information that a search manager is aware of, but the bidding algorithm is not (e.g. if a company is entering a promotional sales period).

Marin’s Promotion Bid Modifier Optimization addresses these situations (such as week of month seasonality and repeated promotions), allowing you to automatically apply keyword-level boosts based on your unique promotional calendar. 

To enable Promotion Bid Modifiers for your Marin Client Account, please reach out to your platform representative. 

How it works


Promotion Bid Modifier Optimization draws on historic performance data to optimize bids based on your promotional calendar. Simply create a promotional calendar that includes future promotional periods (projected at least 3 months in advance) and up to 5 years of historic data and upload it via FTP. 

The algorithm uses your historic data to generate keyword-level boosts based on each keyword's look-back period, overlapping promotions, and upcoming promotions. Boosts are automatically stored in dimensions and applied via Dynamic Actions each day when bidding takes place.

Note: This feature is only available to customer who have not yet upgraded to MarinOne Bidding; we expect to add support soon.  Please speak to your Customer Service representative for more information

Setup


To set up Promotion Bid Modifier Optimization in your Marin Client Account, please reach out to the Marin Customer Support team. 

Step 1: Create Dimensions

Once the feature has been activated for your account, you'll use Dimensions to store keyword-level boosts. To get started:

  1. Create a new Dimension called autoPromo (tagging only, no rollup)

Step 2: Create a Promotional Calendar

Next, create a tab-delimited text file named autoPromo_{customString}.txt, replacing {customString} with whatever text is useful and relevant to you. 

Your promotional calendar must include:
 

  • The start and end dates of your promotional period(s) -- both historic and future
  • A name or label for each of your promotion(s)
  • A list of bidding folders to which the promotional period applies
     

Once you've set up your promotional calendar, upload it via FTP to the root directory (ftp.marinsoftware.com/{tracking-_id}/).

Calendar Format

See this table for an example of how to format your promotional calendar.

StartDate

EndDate

Label

FolderList

2020-01-01

2020-01-31

new-year

x,y,z

2020-02-01

2020-02-28

valentines-day

x,y,z

2019-02-01

2019-02-28

valentines-day

x,y,z

2018-02-01

2018-02-28

valentines-day

x,y,z

2017-02-01

2017-02-28

valentines-day

x,y,z

2016-02-01

2016-02-28

valentines-day

x,y,z

2015-02-01

2015-02-28

valentines-day

x,y,z

The Label column is simply a unique name for the promotion, used to judge a specific promotion's performance compared with other promotions. This is neither a dimension nor a Google Ads label. 

Take a look at the example above. If you had a Valentine's Day promotion coming up, and wanted your keyword boosts calculated based on the prior 5 years' worth of Valentine's Day promotions, you would have 6 lines in the file specifying dates for the 6 promos -- in this case, 5 historic (2015-2019) and 1 future (2020) -- all with the same label.

Step 3: Set Up Dynamic Actions

Finally, create a Dynamic Action to automatically apply the boost based on the autoPromo dimension.
 

pbm1.png

Above: The autoPromo Dynamic Action is set to active. As long as the autoPromo dimension is not blank, bids will be boosted by the percentage specified by the autoPromo dimension.
 

Additional Information


  • Assuming there is a positive boost during a promotion, you should expect to see a negative boost the day after a promotion ends. This boost will gradually decay as time passes, settling at 0 when a keyword's look-back no longer includes the promotional period.

  • There is no blanket boost value applied to all keywords, nor is every keyword's boost value unique. Boosts are generated at the keyword level, but since many keywords share the same look-back (and, as a result, the same number of days per promo period), many will share share a common boost. In short, there will be as many unique boosts as there are unique look-backs. 

 

 

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