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Bidding Basics

Learn the basics of MarinOne Bidding.

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Amazon Bidding

Marin's automated bidding tool can be used to manage bids for your Amazon Advertising accounts within the MarinOne platform. In this article, we'll walk you through the basics of managing bids for your Amazon Advertising accounts in MarinOne. To learn more about other Amazon Advertising management functionality in MarinOne, check out our Amazon Adve...

Last updated: June 28th, 2023 by Marin Software

Autopilot

Autopilot gives you the tools you need to take control of your Search and Ecommerce marketing budgets in order to maximize impact and return on investment.  If you're working across channels, you have historically had to depend on a disconnected array of tools in order to to understand, plan, and execute your digital strategies. You're held to month...

Last updated: June 27th, 2023 by Marin Software

Bidding Overview

Bidding forms part of the core of the MarinOne platform. In this article, we'll provide an overview of bidding as a concept, plus go in-depth on how you can use bidding with our platform. In a nutshell, automated bidding solutions are designed to calculate the optimal bid (cost-per-click) for keywords, ad groups, product groups, and placements, in o...

Last updated: June 29th, 2023 by Marin Software

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...

Last updated: June 27th, 2023 by Marin Software

Budget Optimization

The Budgeting tools in Marin provide both a budget Pace tool and a budget Plan tool to help you plan and optimize your monthly budgets. The Pace tool allows you to forecast your publisher spend for the current month, while the Plan tool summarizes various spend targets and the corresponding KPIs (Key Performance Indicators) for the current month.  Y...

Last updated: June 28th, 2023 by Marin Software

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...

Last updated: June 27th, 2023 by Marin Software

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 while continuing to target Average Position for other publishers -- all within the ...

Last updated: June 28th, 2023 by Marin Software

Bidding Rules

Bidding rules are applied to the bids calculated by Marin’s automated bidding algorithms in order to control or restrain bids based on your own business needs. They can be used to create a bid cap, a bid floor, a maximum bid change percentage and more, in order to make certain your Strategy meets your business' unique needs.  Before you begin:  Rule...

Last updated: June 28th, 2023 by Marin Software

Yandex Bidding (Beta)

Marin supports the push of bid changes for Yandex keywords to Yandex. This includes changes made by the user (in single edit, multi-edit, and bulk edit modes), as well as automated bid changes using MarinOne Bidding. How To Get Started If you have an existing Yandex integration, you can begin to push bid changes to Yandex immediately. To implement M...

Last updated: June 27th, 2023 by Marin Software

Budget Optimizer

MarinOne's Budget Optimizer is a rules-based engine that automates hitting your spend targets by adjusting campaign daily budgets. Budget Optimizer works in the same way MarinOne Bidding does, meaning it's housed in Strategies, has campaigns mapped to it, and allows you to work to hit a target. Unlike with MarinOne Bidding, however, Budget Optimizer...

Last updated: June 28th, 2023 by Marin Software

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 MarinOne via Dimensions and then leverage this data to boost bids for keywords with high inventory. O...

Last updated: June 29th, 2023 by Marin Software

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 ...

Last updated: June 27th, 2023 by Marin Software

Insights

MarinOne'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 aga...

Last updated: June 28th, 2023 by Marin Software

Managing Bidding During A Sale

We suggest updating the Strategy Boost daily based on the anticipated uplift of Conversion Rate or Revenue-Per-Click for sales periods. This is true if sales extend beyond a day, or you expect conversion rates to increase substantially. Controlling Spend Rate During A Sale We recommend two ways to control spend rate during a sale using Strategies: Y...

Last updated: June 27th, 2023 by Marin Software

MarinOne Bidding

MarinOne Bidding is Marin’s newest machine-learning powered optimization suite that delivers peak performance by automatically deploying budget to where it is most impactful. MarinOne Bidding automatically incorporates over 75+ signals for incredible responsiveness and accuracy across audiences, devices, geos and more. It's simple to set up but flex...

Last updated: June 27th, 2023 by Marin Software

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...

Last updated: June 30th, 2023 by Marin Software

Smart Bidding

Smart Bidding is a Google Ads bidding feature. Smart Bidding is not compatible with Marin's automated bidding.  In Google Ads, you can define Smart Bidding with certain goals and settings, then attach certain Google Ads campaigns, groups, or keywords to the defined Smart Bidding strategy. In the platform, you can associate Google Smart Bidding to Go...

Last updated: June 27th, 2023 by Marin Software

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...

Last updated: September 30th, 2023 by Marin Software

Strategies

A Strategy in MarinOne is a collection of campaigns that allows you to define bidding goals and strategies based on your own business needs. These campaigns should have the same goal (e.g. Cost-per-Lead Target or Awareness Targeting) and a shared budget, as spend is most effectively managed at the Strategy level. In this article, we'll explain how t...

Last updated: September 13th, 2023 by Marin Software

Strategy Assignment Updates (2023)

Beginning in Q2 2023, MarinOne Bidding will only offer Strategy assignments at the campaign level; group-level assignments will no longer be supported.  Migration  If you have campaigns that are assigned to multiple different Strategies (assigned at the group level), these will need to be migrated to be assigned at the campaign level.  In this secti...

Last updated: June 27th, 2023 by Marin Software

Strategy Forecasting

Clients using our bidding algorithm can also use our forecasting model 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 vo...

Last updated: June 28th, 2023 by Marin Software

Strategy Rules, Priorities, And Interactions

MarinOne 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 constr...

Last updated: June 27th, 2023 by Marin Software

The Strategy Side Panel

Several locations through MarinOne 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.  MarinOne's Strategies leverage this feature to allow you to adjust all of your important bidding decisions from a single...

Last updated: September 29th, 2023 by Marin Software

Transitioning Away From Campaign Budgets

Before enabling MarinOne 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 camp...

Last updated: June 27th, 2023 by Marin Software

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