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Bidding and Optimization

Home > English > Bidding and Optimization > Bidding Basics > Strategies

Strategies

Introduction

A Strategy in MarinOne is a collection of campaigns and ad groups that allow you to define bidding goals and strategies based on your own business needs. These campaigns and groups should have the same goal (e.g. Cost-per-Lead Target or Awareness Targeting) and a shared budget, as spend is most effectively managed at the Strategy level.

In this article, we'll explain how to create, structure, and assign your Strategies. So let's begin!

How to create a Strategy

To create a new Strategy in MarinOne, follow the steps below.
 

  1. The first step, as always, is to log into MarinOne. 
     
  2. Next, click on the Optimization tab from the left-hand navigation. 
     

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  3. You should land on the Strategies tab by default, but if you do not, go ahead and click there next. 
     
  4. From here, click on the Create button ('+' icon) above the grid. bs2.jpg
     
  5. Next, you will need to select what kind of targeting you'd like your new Strategy to use. You select from one of the following options:
     
    1. Maximize Rev. to ROAS uses a target ROAS to maximize your revenue. 
       
    2. Awareness Targeting uses a target impression rate % or position target to maximize traffic.
       
    3. Maximize Convs. to CPA uses a target Cost per Lead to maximize your conversions.
       

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  6. Once you've selected your targeting, you'll give your new Strategy a name and enter an initial target. Don't worry, though, you'll have a chance to update your target once your Strategy has been created. 
     

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  7. Then, click Create
     

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  8. That's all there is to it! We'll learn about how to assign campaigns, groups, and product groups to your new Strategy in the next section. 
Want to create multiple Strategies at once? You can use the bulk upload feature to do exactly that. Read our dedicated Support Center article for more information about bulk uploads.

How to assign campaigns and groups to Strategies


From the Grid

  1. The first step, as always, is to log into MarinOne. 
     
  2. Next, navigate to the Campaigns or Groups tab, depending on the granularity with which you'd like to assign objects to your Strategy. 
     
  3. Select the check-boxes next to the campaigns or groups you would like to assign to your Strategy. You can even use filters to help narrow down what's visible in the grid. 
     
  4. Select the Edit button ('pencil' icon) above the grid. 
     
  5. From the multi-edit pane, select Map To Strategy in the left-hand navigation. 
     
  6. Next, you'll have the opportunity to create a new Strategy or assign your campaigns or groups to an existing Strategy by selecting the corresponding radio button.
     
  7. If you choose to create a new Strategy, you'll have the opportunity to give your Strategy a name, select what kind of targeting you'd like to use, and set an introductory target.
     
  8. If you choose to assign your objects to an existing Strategy, simply select the right one from the drop-down. 
     
  9. Lastly, click Apply

From the Optimization Tab

  1. The first step, as always, is to log into MarinOne. 
     
  2. Next, click on the Optimization tab from the left-hand navigation.
     

    bs1.jpg
     

  3. You should land on the Strategies tab by default, but if you do not, go ahead and click there next. 
     
  4. Once you've identified the Strategy where you'd like to assign campaigns, groups, or product groups, simply double-click on the Strategy name to launch the Side Panel. This is where you'll find various settings associated with your Strategy. 
     
  5. From the Side Panel, hover over the Campaigns & Ad Groups section until you see the Edit button ('pencil' icon) appear. Click this icon to make updates to your assignments. 
     

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  6. You can use the toggles provided to switch between the level at which you'd like to make your assignments. Click the Campaigns toggle to map at the campaign level or the Group toggle to map at the group level. You can also use the Search Bar to identify specific campaigns or groups that you would like to assign. 

     

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  7. From the list, simply click the check-box next to a specific campaign or group in order to assign it to this Strategy. This will add the selected campaigns and groups to a narrower list below (in the Selected section) of only of those campaigns and groups that have been assigned to this Strategy.
     

    bs10.jpg
     

  8. In the Selected section, the Type column identifies the level at which the assignment was made, either campaign or group. 
     
  9. If you wish to remove a campaign or group assignment, simply click the Delete button ('trash can' icon) next to the corresponding campaign or group. bs12.jpg
     
  10. When you're happy with your campaign and group assignments, click the Save button. 
     

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Specify Conversion Types


Specify Conversion Types allows you to bid toward your precise goal while selecting which conversion types are most important to your business. You can set up this type of bidding from the Advanced tab in the Strategy Side Panel

To learn more about Specify Conversion Types bidding, check out our dedicated article.

Enabling Your strategy


  1. The first step, as always, is to log into MarinOne. 
     
  2. Next, click on the Optimization tab from the left-hand navigation. 
     

    bs1.jpg
     

  3. You should land on the Strategies tab by default, but if you do not, go ahead and click there next. 
     
  4. From here, you will see a grid of your existing Strategies. Double-click on the Strategy you would like to edit to launch the Side Panel
     
  5. At the bottom of the Settings tab, you'll see the Traffic to Publisher section. Hover over the Edit button ('pencil' icon) and click to see the available modes for bid calculations, which include:
     
    1. Preview - This will begin calculating bids, but will not push them live to the publisher.
    2. Traffic - This will calculate bids and push them live to the publisher. 
    3. Disabled - This will pause/disable bid calculations. 
       

      clipboard_ec17bedad6dd97008b11d2a3e7e303a72.png
       

  6. Select the mode you'd like to use for your Strategy, then click Save

How to edit your strategy


  1. The first step, as always, is to log into MarinOne. 
     
  2. Next, click on the Optimization tab from the left-hand navigation. 
     

    bs1.jpg


     
  3. You should land on the Strategies tab by default, but if you do not, go ahead and click there next. 
     
  4. From here, you will see a grid of your existing Strategies. Click on the Strategy you would like to edit to launch the Side Panel. The Side Panel is an overlay that sits on top of the grid and can be launched without navigating away from the grid, in order to adjust a number of different fields, including your Strategy's targeting, Rules, mode (On/Off/Preview), and more. 
     
  5. When you see a field that you would like to edit, simply hover over it until the Edit ('pencil') icon is visible. Click on the Edit ('pencil') iconbs6.jpg

    You can make updates to your targeting in this same manner.
     
  6. Make any necessary updates, then click Save. If you have multiple fields you would like to edit (for example, targeting and traffic mode), be sure to click Save in each section before moving to the next. 
     

    bs7.jpg


     
  7. That's all there is to it! 

The 'More' Menu Within Strategies


The 'More' menu in MarinOne can be used to access a variety of details related to a specific object as well as to quickly navigate MarinOne. 

Within Strategies, specifically, the 'More' menu can be used to apply filters for the objects that are housed within an individual Strategy,  including Campaigns, Groups, Keywords, Product Groups, and Dynamic Targets.

If you hover over the 'Three Dots' icon and select Jump Toand you can quickly navigate to the objects housed within a specific Strategy.

 

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For example, if you select Jump To and choose Groups, this will navigate you to the Groups tab with a filter applied for the groups that live within the selected Strategy. 

 

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Additionally, the 'More' menu can also be used to view a Strategy's History, Settings History, and Settings.

How To Structure Your Strategies


Now that you know how to create Strategies, it's a good idea to understand how best to structure them.

The key to a successful Strategy structure is alignment with your business goals while also ensuring that each Strategy has a statistically significant amount of monthly conversion volume. 100 conversions per month is ideal and 11 conversions all-time is a requirement, but anything over 40 conversions per month may still work for your business.

If your Strategy has fewer than 100 conversions per month (but greater than 40 conversions per month) and you've used Marin's automated bidding successfully in the past, you do not need to discontinue using Strategies, but keep in mind that you might see better performance if your Strategy is able to reach the 100 conversion threshold. 

Below we'll outline some best practices for structuring your Strategy. 

1. Many marketers choose to use our Awareness Targeting to maintain an impression rate % or average position for Brand campaigns and groups. In this case, we recommend that you create separate Brand and Non-Brand Strategies to leverage Awareness Targeting bidding against brand terms, and financial bidding for non-brand terms.
 

2. Create a separate Strategy for each of your business goals. For example:

  • If you want to maintain a certain position or impression rate % for brand terms and achieve a specific Cost-per-Lead for non-brand terms, create a Strategy for each.
  • A retail marketer has different Cost-per-Lead goals for different product lines, and should therefore create a Strategy for each product line.

3. Make sure that your Strategies align with your budgets. For example:

  • An education marketer has different budgets for targeting undergraduate students and graduate students, and should therefore create a Strategy for each corresponding set of campaigns.
  • A marketer has a separate budget for traditional search ads and shopping ads, and should therefore create two Strategies accordingly.

4. For advanced segmentation of performance-based Strategies, consider segmenting high volume Strategies by an attribute with a large variance in performance. 

Note: Do not do this if the resulting Strategies will have less than 100 conversions per week.

For example:

  • A travel marketer has a single ROI goal for all non-brand campaigns, but the conversion rate is significantly different between Flight and Hotel campaigns. They can choose to create separate Strategies so that the data shared for low volume keywords is more relevant.

 

It's important to know that keywords with very little historical data will borrow data from similar keywords within the same Strategy.

A note on Segmenting Non-brand Strategies


If you have just one consistent goal across all Non-Brand Search campaigns and groups, we recommend keeping all of these Non-Brand Search campaigns and groups in just one Strategy.

If you have varying business goals or products, it is possible to create separate Strategies if each segment averages more than 40 conversions per month. Having more available conversions per Strategy improves performance, since the statistical confidence of the bid calculations is increased with the amount of sample data.

If each segment will maintain 40 conversions, we'd recommend that you consider the following approaches:
 

  • Segment by bidding goal, including Awareness Targeting, conversion (lead)-based bidding or revenue-based bidding.

  • If you have a large portion of spend on low-volume keywords, consider segmenting by product lines.

  • Generally, we recommend against segmenting by publisher.

Device Bidding


To set up device bidding, from the Side Panel, click into the Traffic to Publisher section and check the box for Device Bidding. Then click Save to finalize your changes.

You can learn more about device bidding from our dedicated article.

 

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Important notes


Below are a few things to bear in mind when working with Strategies in the platform.

  • Campaigns and groups can also be assigned to a Strategy by using the platform's Multi-Edit or Bulk Upload features.
  • By default, all campaigns and groups will be assigned to the Unassigned Strategy. To remove a campaign or group from a Strategy you created, you can re-assign it to the Unassigned Strategy using the steps listed above.
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