Optimization in Marin
Improving the return on your marketing investment is Marin's primary goal and Marin offers a range of AI-powered tools that help deliver peak performance your campaigns. Marin can help you Identify the right level of spend with Strategy Forecasting Hit your spending goals easily with Pace to Spend Target Maximize the return on your investment wi...
Bidding Overview
Bidding forms part of the core of the Marin 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 orde...
Strategies
A Strategy in Marin 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 to c...
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 ...
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...