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Home > English > Marin University > Release Notes > March 2014 Release Notes

March 2014 Release Notes

Dynamic Actions Enables Contextually-Driven Keyword Automation (Enterprise Only)

In a highly competitive paid search landscape, the constant struggle to gain the increasingly divided attention of consumers has resulted in rising costs and missed revenue opportunities. As advertisers look to increase their marketing sophistication, optimizing for device, location, and time of day is no longer sufficient to win the battle for revenue online. Consumer behavior is much more complex, with demand for products and services, and engagement with brands varying depending on external, environmental factors.

Dimensions enable advertisers to tag campaign objects with custom values, unconstrained by account structure. Marketers can use Dimensions to dynamically tag campaign objects with custom or real-time environmental attributes. Using multiple tags, marketers can build relevant, contextually rich profiles for campaigns, ad groups, keywords, and creative.

Combining the flexibility of Dimensions with the power of automated rules, Dynamic Actions provides search marketers an additional layer of control on top of the platform's patented bidding algorithm; allowing marketers to automatically adjust keyword bids based on custom criteria built on Dimensions. These adjustments enhance daily bid calculations. As Dimension values update through custom attributes or real-time contextual data connections, and criteria are met, bids are automatically increased or decreased to maximize business outcomes.

Note: To enable Dynamic Actions, please contact your customer success and engagement managers.

For more information on Dynamic Actions, click here.

Drive Better Business Decisions with Enhanced Forecast Modeling

Marketing effectiveness is hampered without the ability to evaluate the potential impact of shifts in business goals. The platform's forecasting solution allows marketers to build “what-if” scenarios of how changes to bidding goals will affect volume, cost, return on investment, and profit. With accurate forecasting models, marketers can focus on evaluating budget allocation across publishers and business lines to maximize performance and hit their financial targets.

Building insightful forecast models is incredibly beneficial to maximizing campaign performance. However, advertisers that rely on large sets of long-tail keywords are often unable to build effective or accurate models due to limited data points. To address this challenge, the platform's forecasting algorithm now groups together "tail terms" and uses the data points for all keywords in each keyword cluster to build a forecasting model. This new process increases the number of Folders that have forecasting available and improves the accuracy of forecasting models for all Folders.

Note: This feature only impacts Folder-level forecasts and does not affect bid calculations. This feature will be rolled out across all accounts over the next few weeks. To enable it sooner, please contact your customer success and engagement managers.

For more information on enhanced forecast modeling, click here.

New Facebook Campaign Structure

We have migrated to Facebook's new campaign structure, a requirement of all Facebook Preferred Marketing Developer platforms. Our Facebook advertising customers will now use a three tiered campaign structure consisting of Campaign, Ad Set and Ad management levels. Customers will notice that a new Ad Set level has been created between Campaigns and Ads. Ad Sets have inherited the settings for your existing campaigns, while the new Campaign-level features new settings including "Objective". Existing Ads have not been affected as a result of the migration.

With the new campaign structure, Facebook customers now have an easier way to organize and optimize campaigns and should experience improved campaign management, reporting and optimization workflows. Previously, Facebook advertisers may have had hundreds or thousands of campaigns within an account targeting different audiences and objectives. For example, advertisers may have 15% of their campaigns focused on acquiring more fans, 20% focused on driving mobile or desktop app engagement, and 65% focused on website acquisition toward an ROI objective. Managing thousands of campaigns across hundreds of targeted audiences with mixed objectives can be confusing and problematic for advertisers without a sophisticated management platform.

With the new “three tiered” campaign taxonomy, Facebook advertisers will now have a better way to organize campaigns targeting similar business objectives. Using the example above, marketers will now be able to look at campaigns with “ROI” objectives and quickly determine which target audiences (specified at the Ad Set level) are driving the best performance. If a marketer wants to understand which creative design or message resonates best with a particular audience for a given objective, the marketer can then drill into the Ad Set and analyze Ad-level performance.

Save Time By Deleting Negative Keywords In Bulk

Keyword performance and paid search strategies sometimes change, requiring marketers to re-evaluate their negative keyword lists and their impact on relevance and traffic. Unfortunately, for complex accounts, deleting negative keywords can be a time consuming and error-prone task. To provide marketers a more efficient management workflow, the platform now supports deleting negative keywords in bulk. Users can identify multiple negative keywords across campaigns and ad groups and delete them via a multi-select or bulk sheet.

For more information on bulk deleting negative keywords, click here.

Excluded Dates Page Moved

To improve the workflow for managing bidding and optimization settings, the client-level Excluded Dates settings page has been moved from Admin > Revenue to Admin > Optimization.

For more information regarding client-level Excluded Dates, click here.

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