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Home > English > Marin University > Marin On-Demand > Training: Bid Override

Training: Bid Override

What You'll Learn

In this training article, we'll show you how to:
 

  • Set up Bid Overrides at the keyword level
     
  • Use the Platform's View Builder to see all keywords currently using Bid Override.
     
Did you know? Bid Overrides are used to opt a keyword out of folder-level targets. 

What Are Bid Overrides?


If a keyword lives in a Marin Bidding folder that is currently set to Traffic mode, by default that keyword will target the same financial goal (CPL, margin, ROI, or ROAS) or Awareness Targeting goal that is set for the entire folder. If, however, you have a small handful of keywords that need to be bid up or down manually, you can leverage a Bid Override to exclude those keywords from folder-level settings without the need for reorganization of your campaign or folder structure.

By default, Bid Overrides are turned off for all keywords, however, enabling them is very simple and can be done in the keyword grid or by using a bulk upload. Once set, Bid Overrides take precedence over all folder-level settings for the keywords that have overrides in place.

Please note, however, that Bid Overrides should be used selectively, as using too many overrides in a single folder can hinder that folder's performance. 

See it in action


Prefer to watch rather than read? No problem. Below you can join a member of the Marin Software team as we walk you through the fundamentals of using Bid Overrides. 

Note: This video mentions Position Overrides, which are a deprecated feature. All other information about Bid Overrides is still accurate. 

Click the play button to get started.  (Length: 5:02)

 


 

How to Enable bid Overrides


Below we'll explain how to enable Bid Override using the grid and by using a bulk upload. We will also explain how to review these settings and provide some general guidelines around the use of Bid Override.

In the Grid

 

  1. The first step, as always, is to log into the Platform.
     
  2. Once you're logged in, go ahead and navigate to the Keywords tab.
     
  3. Use the checkboxes to the left of the grid to select one or more keywords.
     
  4. Click on the Edit button ('pencil' icon).
     
  5. From the drop-down in the Edit bubble, select Bid Override.
     
    bid override bubble.PNG


     
  6. Toggle the radio button to turn Bid Override On.
     
  7. You can also set an end date for your Bid Override. This is useful if you only plan to override bids on the selected keywords for a short period of time.

     
    bid override - override until.PNG

     
  8. Click Save.
     
  9. That's all there is to it! Bid Override is now On, so Marin's bidding algorithm will no longer be able to raise or lower bids for the selected keywords. If bids need to be raised or lowered for these keywords, this should now be done manually.

Via Bulk Upload

  1. From the Keywords tab, use the View Builder to bring in columns for Account, Campaign, Group, Keyword, Match Type and Bid Override. Remove all metrics and change metrics columns. We recommend leveraging the necessary filters within the grid in order to get the desired keyword results, rather than applying those filters in your finished report, as it will help the report to process more quickly. 
     
  2. Click Create Report at the top right of the grid and put together a one-time or recurring report. Check out our training articles on generating One- Time or Recurring reports for additional guidance on report creation.
     
  3. Once your report has finished processing, navigate to Reports in the top right of the Platform. You can download your report from the Completed Reports sub-tab. 
     
  4. Open your report in Excel and identify the keywords where you will be applying a Bid Override. Delete any keywords and columns that will not be part of your bulk upload. You should also delete all metrics and change metrics columns, as uploading a file with metrics columns will cause your upload to fail.
     
  5. Accepted values in the Bid Override column are On or Off. Fill in the appropriate values in the rows associated with each keyword.
     
  6. To set an end date, add an additional column with the header Override Until. This column is also available in the grid and can be added to your report in step 1, if you wish.
     
  7. Once your upload file is ready, you will prepare your upload as you would any other bulk upload. To learn more about Bulk Uploads, check out our Bulk Uploading to the Platform article in the Want to Know More? section below.
     
  8. From there, you can navigate to the Admin section and check out the Activity Log for details on the status of your upload.
     
  9. That's all there is to it! Bid Override is now On for your selected keywords, so Marin's bidding algorithm will no longer be able to raise or lower bids. If bids need to be raised or lowered for these keywords, this should now be done manually.

How To Review Your Bid Override keywords

 

  1. From the Keywords tab, click into the View Builder.
     
  2. Under the Settings category, you will find columns for Bid Override and Override Until. Check the box next to the columns you wish to see in the grid.
     
  3. Click Save to save and exit the View Builder bubble.
     
  4. Once the desired columns are in place, Filter the Bid Override column for On to see all keywords that are on Bid Override.
     
    bid override filter.PNG

Try it yourself


Now that you've read and seen the steps, how about trying them for yourself? Below you'll find an interactive section which you can use to run through the steps above in a demo environment that isn't associated with a live account. That means that your results won't be recorded and you can take your time to ensure you really understand the process. 

Get started by clicking below. 

Want to know more?


If you would like to learn more about Bid Override and related topics, click on any of the links below.

 

 

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