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 ...

Insights

Marin's Insights feature is a tool that provides you with actionable optimization recommendations, designed to improve the performance of your digital marketing program. Using Insights, you can analyze ad copy, identify keyword expansion opportunities, and much more.  Recent performance of campaigns, ads, keywords, and products is benchmarked agains...

Strategy Forecasting

You can use Forecasting to predict future trends in clicks, conversion, revenue, cost, and profit based on historical data. These predictions can be used as guidelines to adjust bidding goals based on current business needs. The trends are calculated using Marin's predictive keyword-level auction and volume models, which are then aggregated to prese...

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...

The Strategy Side Panel

Several locations through Marin leverage the Side Panel to access important settings details related to a particular object via an overlay pane, without ever having to navigate away from the tab where you're currently working.  Marin's Strategies leverage this feature to allow you to adjust all of your important bidding decisions from a single locat...

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...

Dynamically Allocate Budget to a Monthly Target (SBA)

Overview Used for clients or prospects wishing to deploy a dynamic allocation of campaign daily budgets across a broader array of publishers than is currently available through Ascend Dynamic allocation. Allocated budgets according to: The remaining budget for each SBA Strategy budget group Remaining days in the month Historical spend and spend pote...

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 ...

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...

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...

Why Is My Search Bid Zero When I Have A Max CPC Set?

You may notice that your search bid for certain keywords or product targets is set to zero, even though you have a max CPC set within the publisher interface. What Causes The Issue? This is because a setting of 0 for a search bid signifies that you want to use the Group search bid for this keyword or product target. This value is whatever you have s...

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...

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 MarinOne Bidding Strategies to Ascend

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