Strategy Rules, Priorities, And Interactions

Marin offers a variety of Strategy rules, which allow advertisers to layer additional controls on to the automated bidding system. After bidding has been calculated, 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. There may be occasions when a bid is constrain...

Strategy Side Panel - Additional Settings

The Strategies article covers the basics, in this article we will cover the additional settings available in the Strategy Side Panel. To launch the Strategy Side Panel, double-click on the Strategy of your choice.  Advanced Options  The Strategy Side Panel has three tabs - the Settings tab and the Revenue tab. You can toggle between these tabs at th...

Transitioning Away From Campaign Budgets

Before enabling Marin Bidding, we recommend that you ensure that no campaigns in a Strategy are losing impression share due to campaign budgets. Our bidding solution is budget-unaware, with the assumption that increasing a bid on a keyword will realize an increase in clicks (provided the keyword is not already in top slot). For budget capped campaig...

Pause campaign when monthly budget is reached

This script pauses campaigns in a strategy when the budget specified in the dimension is reached. What can I do with this? This script gives you greater control of monthly spending than publisher tools allow, eliminating the possibility of overspending and client credits. How it works This script compares the MTD spend and if it's within the safety ...

Handling Hyper-Latent Revenue in Ascend

This article discusses a custom revenue integration that can be leveraged to address hyper-latent conversion types in Marin Ascend, across various reporting, bidding, and optimization solutions. Benefits Modeled latency to better balance optimization reactivity with data accuracy Simple implementation that doesn’t require additional revenue tracking...

Migrating legacy Marin Bidding to Ascend

If you have been using Marin's legacy bidding solution, you can opt into the dynamic allocation option for even better performance. With dynamic allocation, Marin takes a more holistic approach. Rather than considering the performance of each biddable object (e.g. keyword) individually, Marin will dynamically allocate spend to the best opportunity. ...

Maximize Conversions / Conversion Value Strategy Goals

Marin gives you the tools to take control of your performance marketing budgets to maximize impact and return on investment by dynamically allocating budget to the most productive campaigns. Maximize Conversions and Maximize Conversion Value Strategy Goals Maximize Conversion and Maximize Conversion Value are the strategy goals for marketing looking...

Forecasting FAQ

Do the models consider impression share?  Yes, the models themselves will be different depending on impression share; if you're already at 100%, expect far flatter slopes.  Google simulations are sensitive to impression share, and Marin models have dedicated models for high/medium/low/unknown impression share brackets. Other constraints such as budg...

Allocation Dashboard

The Allocation Dashboard provides transparency and additional detail about Strategy performance versus their targets. It displays the information underlying the forecasts to help you understand what will change at the campaign level and how the decisions are being made. Accessing the Allocation Dashboard Navigate to the usual grid. Open the 'Optimiz...

Migrating Marin Bidding Strategies to Dynamic Allocation

This article covers the enablement steps needed to onboard a pre-existing Marin Bidding Strategy onto “Dynamic Allocation” Key Benefits In addition to the usual benefits of Marin Bidding, opting into “Dynamic Allocation” goals brings the following benefits Ability to set Spend targets instead/as well as efficiency (CPA|ROAS) targets Ability to pace ...

Pacing Columns (Strategies and Campaigns Grids)

Track progress against your targets with Pacing Columns. This powerful visualization shows where you are today and where Marin forecasts you will be at the end of the episode. The pacing charts (also sometimes affectionately known as pacing “thermometers”), provide a quick visual representation of your strategies' performance against their targets. ...

Pause campaign when monthly budget is reached

This script pauses campaigns in a strategy when the budget specified in the dimension is reached. What can I do with this? This script gives you greater control of monthly spending than publisher tools allow, eliminating the possibility of overspending and client credits. How it works This script compares the MTD spend and if it's within the safety ...

Media Mix Audit FAQ

How does the audit work? Once you link your ad platform accounts. Marin will download historical performance data. We use this in our proprietary AI models to predict performance at different spend levels for each campaign. Our optimization algorithm aims to maximize the number of conversions while keeping your spend unchanged from the last two week...

Completed Episode Summary

This view summarizes the performance of your Strategies for the last completed Episode. The Strategies are grouped into categories based on whether Marin was actively managing them during the Episode and whether there were any settings changes. The Completed Episode Report is available under Optimization > Allocation > Completed in the left na...

Forecasting Overrides with Marketing Calendars

Marin's Forecasting Overrides feature integrates Marketing Calendars with Marin Forecasting, such that users can modify the forecasting data used to power Ascend reallocation decisions. Why you need a Forecasting Overrides Sometimes, you might have access to data and information that Marin forecasting doesn't, for example: weekend business shutdown ...

Monitoring Bidding Performance

The following table provides issues that affect Strategy performance. How to identify the cause and corrective actions for each issue is listed in the following section. Issue Strategy below CPL Target Strategy above CPL Target Bid Override • • Google Optimizer • • Conversion Rate / Value Change • • Headroom % Change • • Some historical dates do not...

Publisher Bid Strategies ("Smart Bidding")

Smart Bidding is the name for the bid strategies offered by Google, while Microsoft refers to these as Automated Bid Strategies. In Marin, we refer to both as Publisher Bid Strategies. In Google Ads and Microsoft Ads, you assign Publisher Bid Strategies to campaigns. This can be done either by setting a campaign level strategy, or creating a Portfol...

Specify Conversion Type Bidding

Marin's bidding solution is designed to accommodate businesses that value multiple conversion types differently. Conversion types track the various events that can take place on an advertiser's landing such as purchase, registration, email submit, signup, account creation, and so much more. With multiple conversion types, you can improve your perfor...

Device Bidding

Device Bidding is a component of Marin Bidding that takes device-level performance and outputs group-level device multipliers. Note: If you'd like to learn more about Marin Bidding as a whole, check out our  dedicated article . Benefits  The benefits of Device Bidding include: Multiplier calculations: For Google, Device Bidding will calculate deskto...

Bidding With Shopping Campaigns

Our automated bidding solution has the ability to optimize bids for Google and Microsoft Shopping campaigns.  How Bidding Works For Shopping Campaigns Bids are calculated at the product group-level for Google and Microsoft Shopping campaigns. Bidding is very similar for product groups as it is for keywords and placements. Historical product group da...

Automated Headroom Adjustment

When optimizing bids for search, social, and display ads, it’s important to account for headroom. The headroom is the difference between what you bid (Max. CPC) and what you pay (the delivered Avg. CPC). You can view your current headroom at the Strategy level by adding the Headroom column from the View Builder. The Automated Headroom Adjustment fea...

Awareness Targeting

Awareness Targeting is an intraday Bidding Strategy that's designed to deliver visibility on the search engine results page by allowing you to set an Impression Rate Percentage target or Impression Share target for Google, Yahoo Japan, or Microsoft publisher accounts.  Overview With the deprecation of the Average Position metric, the following new m...

Gross Profit

The gross-profit column (and related columns) is a calculated column used for automated bidding which records the value used in the bidding algorithm for a particular day based on the Strategy settings on that day. Gross profit is calculated for Campaigns, Groups, Keywords, and Creatives on a daily basis. Gross Profit Details  This "value" or Gross ...

Bidding Overview

Bidding refers to the calculation of cost-per-click bids for biddable objects (keywords, creatives, audiences, ad groups). Marin offers Bidding for advertisers who do not wish to use the bidding navtive to the ad platform. Brands use Marin Bidding for a variety of reasons, including better performance, not wanting to share revenue or margin data wit...

Dynamic Actions

Dynamic Actions allow advertisers to harness the power of their data warehouses and 3rd party data feeds to build flexible rules that adjust bids based on trends in this contextual data. For example, an advertiser could integrate inventory data into Marin via Dimensions and then leverage this data to boost bids for keywords with high inventory. Othe...