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Cross-Channel

Home > English > Cross-Channel > Cross Channel Articles > How To Articles: Cross-Channel > Search Audience Bidding

Search Audience Bidding

Introduction

Audience Bidding is a segment multiplier engine which generates recommended multipliers for supported Google Audiences in MarinOne.

This bidding job runs every four hours and outputs bid adjustment recommendations for audiences mapped at the publisher group level. Using this feature, you'll be able to apply rules, set overrides, and make smarter bidding decisions thanks to the bidding engine's recommendations.

In this article, we'll explain exactly how to use Audience Bidding in MarinOne. 

 

ab1.png 

 

If you would like to learn more about accessing this feature in your MarinOne Client Account, please reach out to your platform representative. 

Availability


Audience Bidding in MarinOne is available for all accounts with valid tracking attributing revenue at the audience level. With no minimum data requirements, you can start taking advantage of this feature right away. If you'd like to learn more about using Audience Bidding, please reach out to a platform representative. 

Once activated, audience bids are calculated based on Conversion Rate performance of an audience relative to its parent ad group. To access the Audience Bidding tab, simply click the Optimization link in the left-hand menu of MarinOne. 

 

ab2.png

 

how it works


Audience Bidding runs every four hours, or six times per day, comparing audience targets' conversion rate performance to their parent group performance. If this performance is significantly different, the bidding engine will determine a percentage bid adjustment needed between -90% and 900% for each audience target with enough volume. These are stored in the Recommended Audience Bid Adjustment column. 

The audience bidding job  

  • Uses the last 91 days of historical audience and group-level data to determine the correct bid calculation. This ensures a large number of audience targets have a significant amount of data. Being a multiple of 7 helps to eliminate day of week bias. 
  • When calculating group aggregate performance, we exclude conversions not attributed to any creatives. 
  • The valid revenue window used is the intersecting window between account-level conversions and campaign. 
  • If there is not enough data to signal a significant performance difference at the audience level, we will expand to all non-significant audiences in the campaign and compute the aggregate bid adjustment modifier. If there is still not enough data, then there is no change to the audience bid modifier. 

 

Important terms


Audience

You can add audience targeting to ad groups and reach people interested in products and services like yours. The ability to show your ads online to people with specific interests can help you reach the right customers. Audiences currently supported by the platform include:
 

  • Remarketing Lists for Search Ads
  • Similar Audiences
  • Customer Match Audiences

Audience Target

This refers to the “intersection” of the audience and the object it is mapped to and will refer to a group audience target or a campaign audience target.  We will refer to group audience targets in this document as we currently don’t have support for campaign level audience bid adjustment recommendations.

Audience Bid adjustments

Audience Bid adjustments allow you to show your ads more or less frequently based on who is searching. For example, sometimes a click is worth more to you if it comes from a specific individual.  Audience Bid adjustment recommendations are audience bid adjustments made by the Marin bidding algorithm.

Audience Bidding Engine

This is a Marin data science feature which allows the application to push automated audience bid adjustments or recommendations.

Benefits of Audience Bidding


Below are the main ways in which Audience Bidding can improve and enhance your bidding strategy and overall campaign management:
 

  • The audience bidding job runs every four hours, or six times per 24-hour day. 
  • The Always On Preview methodology means that, when you have an adequate amount of historical cost and revenue data at the audience target level, the audience bidding engine is automatically set to Preview mode. This greatly simplifies the bidding/onboarding process and allows you to "window-shop" without the need for any form of bidding consultation. Once you've reviewed the preview, you're able to enable trafficking in the Optimization tab in order to start pushing audience bid adjustments to the publisher. 
  • Specific conversion type weighting and rules in the Optimization tab allow you to configure which conversion types should be used to make decisions on performance of audiences. You can also set rules such as bid caps, bid floors, and bid dampening.

Audience Bid Settings


The  Audience Bid Settings page is accessible by navigating to the Optimization tab ('light bulb' icon) and clicking into the Audience Bidding tab. 

From here, you can choose to start trafficking bids, update bid rules (caps, floors, dampening), or configure the conversion types used to train the audience bidding engine. The following settings are available from this page:
 

  • Trafficking (Off/On): By default, this will be set to Off (essentially in Preview mode). You can preview your recommendations from the grid on the Audiences tab. If set to On, this option will push audience bid adjustments to Google Ads once per day.
  • Rules: Cap (Do not bid above specified $), Floor (Do not bid below specified$) and Dampening (% - Limit daily effective bid changes to specified %) are applied to the effective audience multiplier bid (i.e. audience multiplier times current bid). Specifying 0 or leaving any field blank will disable the rule(s). By default, all rules will be disabled.
  • Conversion Weighting: Here you can specify the conversion types used to calculate conversion rates. By default, the algorithm uses all conversion types. 
  • Audience Override: In the Audiences Tab, you can suppress trafficking Recommended Audience Bid Adjustment  by enabling Bid Overrides. This is achieved by selecting audiences in the grid and clicking on Edit > Set Bid Override.
     

The bidding engine compares group audience target historical conversion rates to ad group conversion rates. It uses 91 days of historical data to output bid adjustment recommendations ranging from -90% to 900%.

If a group-level audience object, or an group audience target, doesn’t have significant data, (i.e. clicks < 100 in each or conversions < 5), the algorithm expands to using parent campaign data. If the audience target and group conversion rates are significantly different, the algorithm outputs a recommended multiplier; otherwise, no recommended multiplier will be output at all.

Reviewing Recommendations


You can review your Audience Bidding recommendations in two places -- from the MarinOne Activity Log or from the MarinOne Audiences tab. 

Activity Log  

  1. Click on the Activity Log ('bell' icon) in the top right of the MarinOne platform. 
     
  2. Filter the Type column for "BULK_ADD_EDIT_AUDIENCE_MAPPING."

    Note: You may see another Type designation called "BULK_ADD_EDIT_AUDIENCE_MAPPING," but this serves a different purpose and can safely be ignored while reviewing your Audience Bids. 
     
  3. Click on the green File icon to download your Audience Bidding recommendations. 

Audience Grid  

Recommendations and current settings can also be viewed in the Audience grid, as shown in the screenshot below. The Bid Adjustment column will show the current Audience Bid setting and the Audience Recommended Bid Adjustment will show the recommended adjustment, as calculated by Marin's Audience Bidding algorithm. 

 

ab3.jpg

Important notes


  • Audience Bidding applies only to group-level audience targets. In order to run Audience Bidding for campaign-level audiences, those audiences will need to be switched to the group level. 
  • There is no filter for campaign type, so Audience Bidding will work for any campaign that meets the data requirements.
  • Audience bidding currently supports the following Google Audiences: RLSA, Similar Audiences, Customer Match.
  • Audience Bidding is not compatible with campaigns on eCPC as this will lead to double-counting of the audience bid modifiers.
  • Revenue tracking must be set at the Audience-target level as well Criterion level in order for successful audience bid calculations. You must have 91 day of historical audience and criterion cost and revenue data.
  • As far as rules go, we are unable to sync in criterion bids when coming up with effective bids in order to apply rules. For this reason, we use group bids. If you’re planning on using bid rules, you must ensure the group bids are close to criterion level bids; otherwise, we recommend that you disable bid rules.
  • A group with a Targeting audience will only get traffic from the audience, unlike Observation only. As a result, the performance between the audience and the ad group will be identical. Audience Bidding only works for Observation audiences and not for Targeting. Therefore, bid optimization at the criterion level is enough and Audience Bidding is not necessary. Audience Multipliers are not relevant because they will always be calculated at 100%.

 

 

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