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 Revenue Strategy Goals
Maximize Conversion and Revenue are the strategy goals for marketing looking to get the best performance from their campaigns subject to a spend and/or efficiency constraint. Advanced machine learning understands campaign performance and adjusts your spending according to your business goals and any rules you specify. Our advanced machine learning dynamically adjusts spending to hit your business targets, blending seamlessly with publisher bidding for peak performance.
These strategies will maximize conversions to a CPA target or revenue to a ROAS target. You can optionally add a spend constraint and Marin will ensure the the strategy meets both the the efficiency and spend target (whichever it hits first).
Marin adjusts campaign budgets and bid targets to meet your objectives. For campaigns using publisher bidding, the bid targets are sent to the publisher. For manual CPC campaigns, Marin will calculate the keyword-level bids and send those to the publisher.
Set up
- Ask your Marin representative to be included in the beta for this goal. Let them know whether you wish to control delivery via Marin Bidding, or via Publisher Bidding, or both
- Under Optimization > Strategies, create a new Strategy, or edit a pre-existing one, with the following Goals:
- Maximize Conv. to CPA, with “Autopilot” toggle ON
- Maximize Rev. to ROAS, with “Autopilot” toggle ON
- Maximize Conversions to Spend
- Maximize Revenue to Spend
Setting both a Target CPA and a Daily Spend goal
If you select both Target CPA or Target ROAS and Target Spend, the Target Spend will only be used for Pacing, not in Optimization (i.e. recommendations are based on the Target CPA or Target ROAS target only).
Dual constraints where both the performance target and the spend target are taken into account will be supported in a later release.
- Map the relevant campaigns to strategy
- Identify any campaigns to override, if you wish to prevent Ascend from updating campaign daily budgets and targets
- If you wish to account for the spend of such campaigns within the wider goal but do NOT want to update budgets or targets for whatever reason, apply a campaign override
- If you do not wish to account for the spend of such campaigns within the wider goal and wish to exclude the campaign altogether, just map it to a different bid-strategy, or keep it in the Unassigned bid-strategy.
- Set an initial target. If you don’t know what to enter, just set trailing 28-day performance as a starting point
- The Dynamic Allocation job will run nightly and populate the columns on the Campaigns grid. If the Strategy is set to traffic, these settings will be sent to the publisher.
Columns
The campaigns grid has new columns showing the output of Dynamic Allocation.
Frequently Asked Questions
How often are bid targets adjusted?
Campaign targets are updated once daily, factoring in the target and the spend to date.
Do these Strategies adjust campaign budgets?
Yes. Budgets will be set to not limit spend at the target efficiency. Daily changes will be limited by the the rules set for the strategy so that the campaign does not enter learning mode.
What channels are supported?
These strategies currently work with Search and Ecommerce publishers, including Google, Microsoft, and Amazon.
