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Home > English > Marin University > Marin On-Demand > Training: Initial Folder Targets and Settings

Training: Initial Folder Targets and Settings

What You'll Learn

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

  • Set the folder targets for your new bidding strategy.
  • Make use of Bidding Rules to gain fine-grain control of your bid settings.

If you've not yet set up your bidding folders, be sure to complete the Folder Setup and Structure training article before continuing with this one. Otherwise you may feel a little lost!

What are folder targets?

You can set Folder Targets for each of your folders, which can help you to optimize the effectiveness of your campaigns.



With these targets set, the Marin Bidding algorithm will be able to set bid values accordingly.  

  • For Position-Based Bidding, we recommend setting only a position target. 
  • For Performance Bidding, we recommend setting a financial target.

We generally recommend initially setting the folder targets equal to your efficiency levels over the last four weeks. For example, if using ROAS (Return on Ad Spend) as a metric, you could review the folder’s historic ROAS over the last four weeks by heading to the Folder > History tab and viewing the historic chart data. Don't worry, it's not quite as complex as it sounds. 

What are bidding rules?

Bidding Rules provide an extra layer of control in addition to the Platform's automated bidding system.

The Marin Bidding algorithm is designed to optimize your bids for you over time. After having set up your folders for the first time, your bids will be calculated. Once this is completed, a few optional rules are available which impact the final bid pushed to the publisher. We'll explain these rules and what they mean below.

Note that you can edit the rules for a folder at any time by heading to the main Bidding tab, clicking into a folder, and scrolling to the Rules section. 

See it in action

Join a member of the Marin Software team as we explain how to set your folder's initial targets, as well as how to configure your bidding rules for each folder. 

Click the play button to get started.  (Length: 2:31). 


How to

Here's how to configure your initial folder targets and make changes to your bidding rules. You'll need to follow these processes for every new folder you add to your account.

Setting initial folder targets

  1. Head to the Bidding tab and click into one of your folders.
  2. Ensure the Bidding link is selected in the left-hand menu.
  3. Scroll to the Optimization Criteria section.
  4. Depending on your strategy, select either Financial Goal or Position Goal on the left. Note that in the case of a Financial Goal, the options presented in this section will differ depending on which revenue model you have selected in the section above. In fact, you can use the Optimization Criteria to help you decide which revenue model may work best for your strategy. 


  5. If you're setting a financial goal, use the Maximize and Subject To sections on the left to choose the criteria for your targets. This will change depending on whether you're targeting clicks or conversions, as well as a publisher cost or CPL (Cost Per Lead). Use the boxes that appear to set the relevant targets for your business goals. If you're unsure what you should be targeting, please speak to your Platform representative.
  6. Click Save and your folder targets will be set. Next, up: bidding rules!

​Setting your bidding rules

Before you begin applying rules to your bids, it's a good idea to familiarize yourself with the definitions of each of the rules. Head to the Want to Know More? section below for a link to an article containing these definitions. 

You can find these rules and apply them by following these steps:

  1. Go to the Bidding tab.
  2. Click on one of your folders.
  3. Ensure Bidding is selected in the left-hand menu.
  4. Scroll to the Rules section and click the downward arrow to expand it. 
  5. You'll now be presented with the checkboxes and controls you'll need to apply bidding rules.


  6. Consider each of the options and use the checkboxes and text boxes to select and define the rules that will work best for your bidding strategy.

  7. Click Save to finalize your bidding rule choices, and you're done!

Bidding rule definitions

As discussed above, the Rules section of the folder settings page is full of useful options that can help you optimize your bids. Below we'll give you a brief explanation of each option. For more in-depth definitions, please see the relevant article in the Want to Know More? section below.

  • Boost. This setting allows you to increase the calculated bid by a specified percentage. For example, if the calculated bid based on the folder settings is $1.00, a 20% boost would increase the final bid to $1.20. 
  • Bid cap. This is the maximum bid you are willing to push for a 'biddable' object (keyword, ad group, placement, product group).
  • Maximum Bid Change. When selected, the Platform's bidding will only push a bid that is within X% of the current bid. 
  • Minimum Bid Change. In order to limit bid updates sent to the publisher, you can choose to only push bids if there is a significant difference between the current bid and newly calculated bid.
  • Position Cap. This setting allows you to specify the maximum position for a keyword. If a keyword is at or above this threshold, a higher bid will not be pushed to the publisher. 
  • Always keep above bid for first page / minimum bid. If this option is checked, the Platform will ensure that the bid is greater than the first page bid/minimum bid. Use this setting if you have keywords that you always want displayed, regardless of performance. 
  • Bid Floor. This is the minimum bid you are willing to push for a keyword. This rule overrides the economical bids calculated by our bidding algorithm and as a result can cause increase in publisher cost. 


Try it Yourself

Nobody ever said bidding was easy, which is why it's a good idea to try out these steps before doing them in your account. With that in mind, we've created the interactive section below. None of the results are recorded: this is an entirely educational exercise to help you better understand bidding targets and rules.

Get started by clicking below.

Want to know more?

There's plenty more to learn when it comes to bidding, so below we've collected a few relevant articles for you to peruse at your leisure.




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