We’re well underway in the holiday season now with just about a week left until Christmas. Here are a few quick tips to make the most of these last days before the holiday and prepare for the days following.
Budget planning using the What-If functionality has been around in Marin for a while. We have now improved the tool to allow you to forecast and scenario plan at the bid strategy level. This means that at the individual bid strategy level, you are able to see the total spend you are trending toward for the end of the month, as well as the total number of conversions and revenue.
The What-If functionality is a great way to keep track of your budget, but an even better way to make sure you’re getting the most out of that budget. You can leverage What-If to see what would happen to your conversions or revenue if you were to increase or decrease spend, and the platform will automatically recommend updated targets for your bid strategies. After that, you can just sit back and enjoy the holidays! You can read more about it here
While you may be off from work in the coming days, your search activity will probably continue to run. Marin allows you to schedule work that still needs to get done while you’re off using Dynamic Actions. Scheduled Actions enable you to pause or resume campaigns, groups, or creatives at a specified date and time in the future. This means that you can take your Christmas ad copy offline and reactivate regular creatives through a scheduled task, rather than having to come into the platform to make adjustments. Need to change landing pages once Christmas is over? Schedule a bulk upload over email to process changes while you sit back and relax.
Christmas shopping has been underway for a while--and now it’s crunch time. A great way to increase volume is by looking for keywords or product groups similar to your historic/current top performers, and pushing the bid for similar keywords. Using change columns and filters, look for keywords and product groups that performed well for you last year but are seeing little traction now, and increase their bid:
Don’t think a simple increase will suffice? Switch the keywords to Bid Override for a couple of days, allowing them to gather data with a static bid before Marin Bidding takes over and sets the optimal bid for your targets.
Want to track the impact of what you’re doing? Create a Dimension and tag the keywords so that once the holidays are over, you can analyze how your actions contributed to your results and learn for next year!
Scheduled Boosts are another great way to control and optimize your campaigns from your couch. A boost is a percentage increase or decrease of your bids, meant to align with sudden changes in the market. Depending on your industry , you can probably expect traffic to be less competitive from the 24th through the 26th, for example. Marin allows you to schedule a decrease in your bids to account for that lull.
Marin’s algorithms work hard to optimize your advertising spend every day, making sure you get the most for your budget. But sometimes even the algorithms could use some help. Excluded Dates are your way of telling the algorithm which data to disregard.
See that tick box next to Excluded Dates in the above screenshot? This means that we're able to tell the algorithm not to consider certain dates for future bid calculations, based on the dates that were set for a boost. Excluded Dates are important around the holidays when performance varies more than usual. Enter them through a bid strategy, at either the strategy- or account level! You can even set future Excluded Dates, so it’s something you can do ahead of the holiday break.
Automated Alerts are another great way to stay on top of your account activity without having to sign into the platform! Alerts allow you to receive an email notification of, for example, campaigns with a strong increase in cost week-over-week, keywords with large drops in conversions day-over-day, or any other change you’d like to be notified of. Alerts rely on filters and recurring reports.
Setting these Automated Alerts up is now easier than ever, as many of the filters required are already built out for you in Marin and available in the Marin subcategory when looking at your saved views.