Marin helps digital marketers save time by automating manual work, but we never want our users to feel like our AI is operating in a black box. Our automation summary dashboard lists every action our AI takes, so you can understand the changes being made to your account and the logic behind them.
Quantify the work being done for you
Marin is packed with customizable automations. We want you to know what’s happening, when, and most importantly, the impact on your campaigns. If you notice a change in the performance of a campaign, you need an easy way to get to the bottom of it.
With Marin’s Automation Impact Dashboard, you can see exactly what actions Marin implemented and drill down into specifics to investigate deeper.
Understand the value of automation
It’s easy to take intelligent automation platforms for granted, so having a quick way to measure their ROI is key. It’s really important to understand what actions the system is doing on your behalf, but we take it a step further and tell you their value as well. For instance, we show the amount of revenue each automated process drives, giving you greater insight into the value these automations are driving to your bottom line.
Want more transparency on your automations?
If you want to know more about what Marin’s doing behind the scenes, it’s already live in your system under Impact Summary in the Automate menu.
If you want to customize what it tracks, reach out to your Marin representative today – and if you aren’t yet on Marin, reach out to us to get started!
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Google launched responsive search ads (RSAs) to simplify the ad creation and testing process, offering search advertisers high-performing ads with less effort. Now, advertisers can deliver search ads at scale without having to assemble multiple ad versions.
Download our guide, Getting Started with Responsive Search Ads, to learn all about this groundbreaking ad format. It answers these questions and more:
What are responsive search ads?
How do they fit into your paid search campaigns?
What are RSA best practices to boost clicks and conversions?
What to do if your Google Ads campaigns aren't hitting their spend targets
Even the most experienced PPC marketers sometimes struggle to spend their whole budget. This could be due to a myriad of factors, and even well-optimized campaigns encounter this problem. Here are some reasons your campaigns may not be spending as much as you’d like and how to remedy them.
1. Quality Score is too low
A low quality score will lead to low ad rank, which will prevent your ad from serving as frequently as possible. You can check your score by adding the ‘Quality Score’ column to your Google Ads report. The score can range from 1-10, and a score of 8-10 is considered very good. If your score is below 8, there’s room for improvement.
To improve your Quality Score, start by increasing ad relevance. The easiest way to do so is by including your target keywords in your ad copy. Try to incorporate several target keywords into your headlines and descriptions.
It’s also helpful to include those same keywords in your landing page copy. The quality and relevancy of your landing page can significantly impact your score, so be sure that your ad messaging is aligned with what is on your landing page.
Your landing page's user experience also impacts quality score, so an LP audit could be a great next step. Key factors to consider are page load time and the strength of the call to action on your landing page.
Your call to action should be aligned with the copy in your ad. A common mistake is to send ads for specific products or categories to a generic page. If you are running an ad for women’s boots, for example, your ad should send searchers to a ‘women’s boots’ filtered landing page rather than a generic landing page that features all the shoes you sell.
2. You’re not targeting enough keywords
Expanding keyword targeting will allow the algorithm to serve your ads to more people. Start by looking at your search query report. This will give you an idea of what people are looking for, and you can incorporate relevant search terms as keywords.
I had a client who kept increasing their campaign budget and loosening their CPA target, but spend stayed flat. We found that they were simply not bidding on enough high-volume search terms.
The process of manually combing through search terms reports to find new target keywords was tedious and kept getting put on the back burner, so they decided to automate it with Marin. The client gave us the criteria for what they would want added: keywords with at least ten conversions over the past 30 days and a cost per conversion of $30 or less. We applied those settings in Marin, and the platform now scans their search query report each week and adds any search terms that fit their criteria as keywords. Since implementing this solution, spend has increased considerably, and CPA is still on target. If that sounds interesting, you can learn more about Marin’s customizable automations here.
Also, consider match type expansion. If you are just targeting exact match keywords, add some broad match variations to get your ad in front of more people. This will also help with keyword research by generating new terms in your search query report.
Another way to conduct keyword research is to make a list of topics relevant to what you are advertising and then list the terms you think your target audience would search for to find information on those topics. You can also research competitors and see what kind of verbiage they are using on their websites and ads to get more keyword ideas. Google Ads Keyword Planner is also a great tool that you can use to discover more keywords and find out how popular they are.
3. Bids are too low
If your bids are too low, your ads will not be served. Increasing bids can also result in a higher average position on the page, which will increase click-through rate.
For manual bidding, I’d start by increasing bids by 10-20%, then continue to make weekly increases in small increments until you reach your desired level of spend. If you are bidding to a CPA or a ROAS target, consider a less competitive target.
You could also switch to a maximize clicks strategy in Google or a target impression share strategy in Marin to rapidly increase traffic. These strategies will try to spend your full daily budget as efficiently as possible and will likely spend more than tCPA or tROAS since they aren’t restricted by an efficiency goal.
Implementing dayparting is another way to increase bids. You can strategically increase bids only during certain times and days of the week when you typically see better performance.
Also, people often forget about device modifiers. Removing any negative modifiers you have in place should increase spend.
4. Geo-targeting is too narrow
Increasing location targeting can expand the reach of your ads to more potential customers. It may not make sense for every business, but it is worth testing for many. Some potential customers may be making relevant searches, but they are not within the campaign's target area. You can also consider reallocating some of your budget to other campaigns with more broad targeting.
5. Your budgets are spread too thin
You may have more campaigns than you need, and the campaigns you do have may not be built out enough. Consider consolidating campaigns that share similar themes and goals. When you consolidate campaigns, use top-performing assets for the ads and add some new assets and copy to test out what works best. When you consolidate similar ads into one campaign with one budget, Google’s algorithm will be able to distribute that budget across more search terms, leading to higher overall spend.
You can also try shared campaign budgets. With shared budgets, the campaigns getting the most traffic will have room to spend as much of your budget as they need. This way, you don’t have to worry about allocating a daily budget to each campaign.
6. You don’t have time to focus on budget allocation
If you manage a lot of campaigns, it can be difficult to keep track of all those budgets. It’s also challenging to keep up with market trends and understand which campaigns have potential to spend more. That’s why we created Marin Ascend, an AI-powered tool that automates the process of reviewing daily budgets and distributing spend across campaigns. It predicts each campaign’s future performance to determine where your money should be allocated. Just set one monthly spend target for a group of campaigns and Marin will take it from there.
I had a client who had one budget for a group of campaigns and wasn’t sure how to split it up. I showed them Marin Ascend and explained that it would decide how to distribute budget based on past performance and forecasted future performance. We were even able to review the forecasted results before enabling the tool, and since the predictions looked great, my client decided to give it a go. Ascend then shifted their budget between campaigns throughout the month based on its AI-powered daily performance forecasts. After using Ascend for a month, my client finally hit their monthly spend target, and overall cost per conversion decreased by 76%!
If you are only using one or two campaign types, it may be time to expand. Different campaign types will help your ads connect with people in different places. It is best practice to run search campaigns alongside additional campaign types. For example, you can run a search campaign and a PMax campaign that target the same topic. The PMax campaign will reach people across more areas of the web, which will build brand recognition and result in more clicks or searches later on. You could also test a video, display, or Dynamic Search (DSA) campaign. Running new types of campaigns can be an effective way to spend your remaining budget and is a good way to test if those campaign types work well for your business.
8. You need to try other publishers
If after trying out these solutions you still are unable to spend your budget, it may be time to expand to other publishers. Marin makes it easy to copy campaigns from Google to Microsoft if you’re looking to expand to Bing. You can manage campaigns from all your publishers directly in Marin to keep track of budgets and performance in one place. You can even have shared budgets across different publishers.
I had a client who wasn’t able to spend their monthly budget, but they were achieving over 90% impression share on Google. I suggested that they expand their paid search ads to Microsoft. Thanks to Marin's Copy Tool, this was a simple process for their team. They copied a few of their top-performing Google campaigns to Microsoft and immediately spend started to increase.
Marin Ascend enabled their Google and Microsoft campaigns to share one budget so that they never missed an opportunity to spend. The tool’s optimization suite made it easy for them to manage an additional publisher by setting up automations in Marin that optimized campaigns in each publisher simultaneously. Interested in learning more? Click here to schedule time with a member of my team.