Keywords

You’ve likely heard that Google is sunsetting the Expanded Text Ad (ETA) format in favor of Responsive Search Ads (RSAs). It’s Google’s next big push for automation in its advertising platforms. While this may seem like a big change, it’s nothing to worry about as long as you prepare. Luckily, the sunset isn’t happening until June of 2022, and Marin’s industry experts are here to answer some commonly asked questions:

What Exactly Are Responsive Search Ads (RSAs)?

Traditional Google text ads consist of static headlines and descriptions, so advertisers provide specific headlines and descriptions which remain constant within an ad. Google then rotates that version with your other static ad versions according to your campaign settings.

When creating an RSA, you’ll input a variety of different headlines and descriptions. Google and Bing will then rotate through different combinations of assets, serving the combination that seems best based on the demographic data of the person who is searching. The purpose of RSAs is to improve the personalization of search ads through automation. This personalization should lead to improved performance, and eliminate the need for you to run lots of ad copy tests as the engines are basically doing the testing for you.

How Many Headlines and Descriptions Can I Include in an Ad?

You can input at least 3 and no more than 15 potential headlines.

You can input at least 2 and no more than 4 potential descriptions.

The publishers recommend using at least 8 Headline Assets and at least 3 Description Assets.

What Will Happen to My Expanded Text Ads?

You will not be able to create new ETAs. Your current Expanded Text Ads will continue to serve, but you won’t be able to edit them. You can still play, pause, or remove them, but the ad content will be unchangeable. Reporting for your current ETAs should not be impacted in MarinOne or the platforms.

Will I Have Any Control Over Which Headlines and Descriptions Serve?

Yes, you have the option to pin assets to certain positions in the ad. For example, if you have a top performing headline that you’d like to display as Headline 1 every time your ad serves, you can pin that headline to position 1. You can also pin descriptions.

For example, if you pinned “Low Prices” to headline 1, the every time that ad serves, “Low Prices” will be the first thing people see.

But that being said…

Should I Pin My Top Performing Assets to Position 1?

My natural instinct was to pin top performing headlines and descriptions from my ETAs to my RSA positions 1 and 2. However, this often hurts the ad’s quality score, sometimes even knocking a ‘good’ ad down to ‘poor’ quality, therefore limiting its ability to serve in the SERP.

In order to avoid a decrease in quality score while still maintaining control over your ads, Google recommends pinning 2 or 3 headlines and descriptions to each position. This allows Google to rotate those assets, and may prevent decreases in quality score.

For example, if you pinned “low prices” and “shop now” to headline 1, Google will rotate through those options, so every time the ad is served people will see one of the two headlines in position 1.

How Will I Analyze Performance in MarinOne?

MarinOne users are already accustomed to the performance benefits the platform provides for all their search programs, and RSAs will be no different. The digital marketers at Marin have already made changes to help you measure, manage, and optimize your RSAs and are always prepared for future changes from the publishers.

Responsive Search Ads should flow seamlessly into any workflow you currently utilize for analyzing ad performance. These ads will be automatically added to any automated reports just like expanded text ads are.

We have also added two new columns to our creative grids, titled Headline Assets and Description Assets. Select these columns in the column selector to see a list of all headlines and description variations for an RSA.

Note that in the Headline column in the grid, you can see a preview of what your RSA might look like in its completed form. This does not necessarily represent all Headline or Description Assets that have been entered. You will simply see the first three Headline Assets in the order they were entered. This is the same behavior as in the publishers.

You will also see the ads’ creative type listed as Responsive Search, and you can filter for Responsive Search in the Creative Type column if you want to see a readout of performance for RSAs only.

If you export your ads grid into a report, you will see separate columns for each Headline and Description asset, with Headline 1 simply called Headline and the remaining Headlines numbered 2 through 15.

How Will I Bulk Create RSAs in MarinOne?

You can create RSAs in bulk in much the same way you do for other ad types in Marin. To specify the creation of an RSA in a bulksheet, you should include the value Responsive Search in the Creative Type column.

You can edit your RSAs in bulk by including the Creative ID column. To find your creative IDs, simply run a report from the main Creatives grid with the relevant columns included.

When building your bulksheet for either creation or editing of RSAs, you can use the following bulk headers:

  • [Headline 1] through [Headline 15]
  • [Description Line 1] through [Description Line 4]  
  • [Headline Pinned to Position 1]
  • [Headline Pinned to Position 2]
  • [Headline Pinned to Position 3]
  • [Description Pinned to Position 1]
  • [Description Pinned to Position 2]

I hope this all eases your mind about the transition from ETAs to RSAs. The idea behind RSAs is basically constant, dynamic AB testing and ad personalization, which sounds great in theory. I expect this shift to lead to improved ad performance and easier management through automation.

The paid search experts at Marin are always eager to help clients, new and old, navigate the ever-changing search landscape. Click here to schedule a demo with us and learn more about what Marin can do for you!

Have you noticed a change to your Google search results on your phone or tablet? Google has just finished rolling out continuous scrolling for mobile devices for English users in the U.S. This means instead of having to tap the “See more” button at the bottom of the page, Google automatically loads another page of results. Pages continue loading for four pages, as Google says most people typically browse up to four pages of results.

It sounds like a subtle change, but you’ll notice it is a huge difference in user experience on your mobile device. This update makes it easier for people to access more search results which could mean finding what they’re looking for faster. And depending on the nature of the search query, users who enter limited keywords or broad phrases may be looking for a wide range of results (think: chicken recipes). So continuous scrolling eliminates a lot of friction in the user’s search for content.

What continuous scrolling means for advertisers


But what does this mean for advertisers?

First off, this change does not affect how the ad auction works or the way Ad Rank is calculated. Your Ad Rank (where ads are shown on a page relative to other ads) will still be calculated using:

  • your bid amount
  • your auction-time ad quality (including expected clickthrough rate
  • ad relevance
  • landing page experience
  • the competitiveness of an auction
  • the context of the person’s search (location, device, time of search, the nature of the search terms)
  • the expected impact of extensions and other ad formats


Ad Rank will also continue to be eligible to show on multiple pages since Google calculates Ad Rank for each page.

With that said, there are some other considerations to be aware of with continuous scrolling.

Google will now be redistributing the number of text ads that can show between the top and bottom of pages. So, text ads can show at the top of the second page and beyond, while fewer text ads will show at the bottom.

And some users who previously used to go back to the top of the search results in page one may continue to scroll down to page two. So some campaigns may see more impressions from top ads and fewer impressions from bottom ads. Google does expect clicks, conversions, average CPC, average CPA to remain relatively stable.

How MarinOne can help manage this change


The Search experts at Marin recommend monitoring your prominence metrics which will give you more information on where your ads are appearing on the page.

  • Search top impression rate “Impr. (Top) %” is the percentage of your ad impressions that are shown anywhere above the organic search results.
  • Search absolute top impression rate “Impr. (Abs.Top) %” is the percentage of your ad impressions that are shown as the very first ad above the organic search results.
  • Search absolute top impression share “Search abs. top IS” is the impressions you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the top location.
  • Search top impression share “Search top IS” is the impressions you’ve received in the top location (anywhere above the organic search results) compared to the estimated number of impressions you were eligible to receive in the top location.


In addition to monitoring performance, consider using an automated bid strategy to dynamically adjust keywords bids based on prominence metrics. For Example, Smart Bidding for Impression Share, set at the Campaign Level or Marin Awareness Targeting, set at the group or campaign level, and capable of targeting an Impression Share range or Impression Rate (intraday).

The marketing experts at Marin are always here to help you navigate the quickly evolving digital landscape. Click here for more on how MarinOne can optimize your Google campaigns.

What are Automated Insights?


There are a lot of moving parts to a digital marketing campaign. So many that it’s hard for even an experienced marketer to know what they need to do to get the best results from their campaign. Collecting data, recognizing the trends for optimization and other paid search strategy efforts often do not come as quickly as advertisers would like. That’s where we come in.

Marin has been providing account insight to our customers for over 10 years and now we are delivering these powerful, actionable recommendations directly in the MarinOne platform.

Insights are automatic, tailored recommendations that help advertisers get more out of digital marketing campaigns and provide them with the tools needed to quickly implement those recommendations.

Automated Insights in MarinOne are designed to

  • uncover opportunities to reduce wasteful spending
  • capitalize on additional volume in high-performing areas
  • Implement learnings from one channel to another


How Insights Work


Each Marin Insight is a customized, cross-channel recommendation designed to increase your campaign’ performance. Unlike recommendations from the publishers, Marin Insights look across channels to identify the most efficient areas of improvement or to highlight where a learning in one publisher can be implemented in another. We also focus on recommendations that align with your business goals, not just increasing spend.

To help you prioritize your work, Marin Insights are always presented with a corresponding performance change. With this information you can easily tell how your account may change as a result of implementing and insight. These performance forecasts are built by analysing recent performance of campaigns, ads, keywords, and products and benchmarking that against the overall account performance.



If your account is tracking revenue data the forecasts will be reflected in terms of predicted change in Revenue and Spend. If your account does not currently track revenue, the prediction is in terms of Conversions and Spend.

Insights are updated daily based on performance data over the most recent four weeks so you never have to worry about wading through old materials.

What Insights Help You Do


Each Marin Insight is presented along with a downloadable report that enables you to go from insight to action. Each report can be uploaded back into MarinOne to apply the recommendation. This workflow gives you flexibility and the ability to accept or reject each recommendation at the most granular level.

Examples of our Insights Include:

Ad Copy Optimization - Identifies the individual word with the most clicks across an ad group's keyword set and determines if that word is included in the highest-traffic creative.

Ad Optimization - Identifies underperforming ads using the KPI and statistical confidence in your A/B test settings.

Budget Capped Campaigns - Identifies high performing campaigns limited by their daily budget.

Keyword Expansion - Identifies non-exact match search terms performing at a lower cost-per-conversion than their parent campaign based on Google conversion tracking.

Keyword Match Type Expansion- Identifies high performing keywords that do not exist on more specific match types.

Keyword Publisher Expansion - Identifies top-performing keywords that are not being leveraged in Bing.

Negative Keyword Expansion - Identifies non-converting search terms based on Google conversion tracking with a statistically significant amount of clicks.

Single Keyword Ad Groups - Showcases which keywords have significant mobile performance to move each into their own ad group so it can get its own mobile bid.

Top Performing Products - Identifies shopping products performing above average within their product group and should be moved to a dedicated product group for additional control.

Key Benefits:


Highly Qualified Recommendations - Volume and performance criteria result in recommendations that are expected to provide meaningful impact to your bottom-line performance.

Performance Predictions - Incremental spend, conversion, and revenue estimates allow you to prioritize your time on recommendations that will have the most impact.

Platform-Ready Exports - Downloadable reports allow you to review Insights at the most granular level. We've also made it easy to implement the recommended changes using a bulk upload.

Click on the Insights tab in MarinOne to see your personalized recommendations today!

If you aren’t yet a Marin customer, reach out today to learn about everything Marin has to offer.

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.

Dynamic Actions


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.

Omnichannel Reporting


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).

Auto-populating Dimensions


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.

Conclusion


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!

From spend monitoring to ad ranking, keeping tabs on your campaign performance across your different marketing channels can be a lot of work. And because optimization is the key to a successful campaign, it’s good to stay in the know. However, most of us are not on our computers all the time, so we need an easy and efficient way to stay on top of it all, and be notified of any major changes immediately.

With Marin’s Automated Alerts, you can stay in the know with automatic monitoring and notifications for all your marketing campaigns. These alerts bring changes directly to your inbox, so that you can be notified as soon as they happen. This means timelier analysis and action, so that your campaigns can continue running smoothly even while you're away.



Check out these 5 alerts that you can set up in Marin to stay productive, optimize strategy, and make the most out of each advertising dollar.

  1. Monitor CPA


This may feel pretty standard. But as a reminder, the cost of an acquisition or conversion is important to ensure not only that our ads are converting, but that they are doing so at a profitable rate. It is important to modify an alert like this one with an impressions count to be sure that an ad or campaign has reached enough users to properly determine an ideal CPA.

Example: Alert me if impressions are greater than 1000 and CPA is greater than X.


  1. Getting Close to Spend Cap


This can help you monitor your budget pacing, and view the rate at which your campaigns spend. Take action before your cap is hit so that you make adjustments to achieve your performance goals.

Example: Alert me if total spend > $950 (where spend cap = $1000).


  1. Impression Share is Dropping


If your strategy includes top or absolute top impression share, this alert is for you. By receiving a notification when an ad’s impression share drops below your target, you can take the appropriate action (improve ad ranking, evaluate keywords, expand budget) before falling too far behind.

Example: Alert me if the impression share drops by more than 10%


  1. Check Keywords


If you’re testing out some new keywords for your campaigns, use this alert to monitor their performance and iterate when necessary. This alert is great for keyword strategy

Example: Alert me if CTR is less than 3% for selected keywords.


  1. Ads Not Converting


Your ads may not be converting because of audience targeting, ad copy, or user-experience on your landing page, you want to be notified about ads that don’t lead consumers to the end goal of a purchase or sign-up. This helps you save money and optimize your campaign for success.

Example: Alert me if I’ve spent more than $1000 and conversion rate is less than 10%.

Once you’ve created these alerts, you can breathe a bit easier knowing that if something dramatically shifts in a campaign, you’ll be notified and can take action immediately. Automated alerts in Marin are customizable and can be set up in just a few minutes. Schedule time with an account representative today to learn more!

Sign Up and Get Updates by Email
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.