Most search marketers are familiar with Google’s “Labels.” They’re a great visual reminder for keeping track of all sorts of things, such as your account’s keywords, ads, ad groups, and campaigns, so that you can quickly and easily filter and report on the data that is most important to you. Account organization is an extremely important element to a successful PPC campaign.
Marin Software’s version of Labels is called “Dimensions.” Similarly, advertisers can tag different objects for easy filtering, and then use those filters to monitor performance. They keep you organized by allowing you to easily aggregate data across an ad group, campaigns, keywords, or the entire account—faster and easier than exporting to Excel and running a pivot table.
However, there are a couple of unique ways in which Marin’s Dimensions can help make the life of a search marketer much easier, giving them a more enhanced functionality than Google’s Labels.
There are a lot of unique factors that impact your performance as a business that are outside the auction–such as ratings, social media buzz, and new product launches. The machine-learning that is calculating your bids knows about these things so it can accurately predict changes in conversion rate and conversion value. In Marin’s world, these external factors are known as Dynamic Actions and can easily be leveraged with Dimensions to enhance your bid optimization via Marin Bidding.
It’s really up to your imagination, but here are some of the things our clients frequently do using Dimensions:
- Load product stock information on a dimension, and use this as an additional lever for Marin Bidding by increasing bids for products where stock is high and lowering bids where stock is getting low.
- Push/pull a particular vertical by specifying a boost on keywords that have a certain value on a dimension.
Smart Bidding (Google’s automated bidding solution) is unable to incorporate external data into its calculated bid, limiting the use of Labels.
This is the most common use case of Dimensions--allowing detailed performance analysis across multiple channels for a search marketer to take action on and optimize. This can be done in the platform by filtering for different dimension values at various levels, but also in the Dimensions grid where you can see the aggregated performance for all objects with a particular value on a dimension. This use case of Dimensions is particularly powerful as it allows:
- Cross-publisher reporting: Dimension values can be applied to all publisher accounts in Marin, so you can measure the effectiveness of each marketing channel.
- Cross-channel reporting: Dimension values can be applied to all your search, social, and e-commerce campaigns, resulting in a unified performance view of all your digital marketing campaigns, side-by-side.
Google’s Labels are limited to the Google ecosystem, making it difficult to get a holistic view of your digital marketing investments.
Augmenting Your Cross-Channel Strategy
At Marin Software, we encourage our clients to leverage Dimensions to enhance their cross-channels marketing efforts through Automated Search Intent. This allows advertisers to create high-value user segments and reach people on another channel as they are making a purchase decision, ensuring the highest audience quality. How advertisers segment their campaigns/groups/keywords into intent buckets is only limited by the imagination, but many of our clients use (a mix of):
- Brand vs. Non-Brand
- Product Categories
- Customer Lifetime Value
These dimension values are then passed on to Marin Social, where Facebook remarketing audiences are automatically created based on intent demonstrated through search engine activity. While users can manually create search intent audiences in Facebook, it works in silo from Google Ads, and there’s no way to automatically generate that list from a single workflow or platform (like that of Marin Software’s).
Convinced of the benefits, but you don’t like maintaining Dimensions? At Marin Software, we love automation! Based on your rules, we can set up automated dimensions and automatically make sure objects have the right dimension value set--a real time-saver! You can set rules on keyword text, campaign structure, or any performance metric, giving you flexible and powerful control over your reporting. And that way, you don’t have to worry about keywords, ad groups, or campaigns that you may have accidentally missed. They will automatically be populated.
This sort of automation is currently unavailable with Google’s Labels, and any keywords, ad groups, or campaigns missing a Label would need to be added to manually.
Actions by Dimensions
Actions by Dimensions are all about scale. It’s about doing what a search marketer often ends up doing, but in a much quicker way! Once you have tagged items in your account with Dimension values, you can use the Actions by Dimension feature to carry out a number of time-saving bulk operations. Imagine that a retailer has created a dimension named ‘Shoes’ that they have used to tag thousands of Groups. They can use the Actions by Dimensions feature to automatically:
- Update the prices of all their ‘Jogging’ and ‘Running’ ads.
- Pause/temporarily stop bidding on any Groups tagged 'Walking.'
- Remove any prices previously set on keywords within Groups tagged 'Walking.'
While this feature is in parity with setting up automated rules for Google’s Labels, with Marin, you can Action on campaigns across multiple channels. So that when you have, say, a promotion that spans across your entire digital marketing portfolio, you can Action on all ads with the promo/offer corresponding to the sale, even on Facebook and Amazon.
To sum it up, Dimensions can greatly augment your search marketing campaigns, either by more granular reporting, simplifying workflows, or introducing advanced optimization possibilities, and this is accessible across all your marketing channels. With Marin being able to automatically set up dimensions for you, there’s never been a better moment to get started! Schedule a demo with one of our account representatives to learn more!