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Bidding Optimization with Marin and Google Analytics

By September 29th, 2016

This is a guest post from Dionte Pounds, Account Manager at
3Q Digital.

One of the reasons advertisers choose the Marin platform is for the flexibility it provides. It grants advertisers the ability to track conversions through the standard publishers (Google, Bing, Gemini), via Marin’s own platform tracking, or by importing conversion goals from Google Analytics. Each method of counting conversions has benefits and should be considered when you’re first setting up on the account.

If you have multiple conversion actions, one method I believe is very powerful and should be considered is integrating Google Analytics and Marin.

Who Should Consider This?

While this type of account setup could benefit most advertisers, those who judge performance based on the revenue or goal completions reported in Google Analytics—over publisher metrics—will find this setup most useful. The reason is that Google Analytics aligns publisher performance metrics (clicks, impressions, etc.) with the goals that impact your business the most.

I personally manage an ecommerce client that likes to monitor publisher conversions and reported revenue, but primarily cares about driving transactions and revenue as reported in Analytics. So, setting up my Marin account to import this data from Analytics allows me to look at total performance as it matters to my client and build a strategy based on the bottom-line numbers.


As you may have guessed, the biggest benefit to importing this data is in bidding. Revenue and conversions can be tracked from Google Analytics back to the keyword level from each publisher platform. With this data now imported into Marin, any bidding folders you have in place are now able to execute bid adjustments based on the data that’s most valuable to your business. This makes their adjustments more accurate than if they were based on the reported revenue data from any publisher platform alone.


To make Marin integration with Google Analytics simple, a Setup Wizard guides you through the process. To set up the wizard, go to the Admin tab, and click the Revenue sub-tab.


From the Revenue Tracking setting, select Google Analytics.


If you’d like to use the imported goal to be added to the platform, select the Bidding Eligible box. Before moving forward with this option, be sure the Google Analytics goals are reporting correctly.


Granularity and accuracy are key for all advertisers and particularly critical in high season. If you’re an ecommerce advertiser heading into Q4, put this strategy into play ASAP, test, and refine as needed. Good luck!

Yahoo! Japan Advanced URLs—What You Need to Know

By August 23rd, 2016

Last year, Marin partnered closely with our customers to transition over two billion URLs to Google’s new Upgraded URLs format. With Yahoo! Japan’s support following suit this year with Advanced URLs, we’ve created best practices to ensure our clients have a seamless upgrade.

Yahoo! Japan Tracking Considerations

As our clients prepare for their upgrades, we wanted to highlight some important tracking considerations to keep in mind. For Ad Groups with upgraded keywords and legacy creative, Yahoo! Japan will serve the creative-level URL over the keyword-level URL. This means clients who use keyword-level tracking should migrate their ads before migrating their keywords.

Key Dates

  • The deadline for creating destination URLs within the Yahoo! Japan interface is September 1, 2016.
  • Marin will continue to support legacy destination URLs creation through October 24, 2016.
  • URLs must be transitioned to the Advanced format
    by October 24, 2016.

Marin Destination URL Screen Grab

Best Practice Approach

As with Google’s upgrade last year, Marin’s Customer Support and service teams will be on hand to assist with questions that arise during your upgrade process for fast response and inquiry resolution. This experience is specifically designed with our customers in mind!

Marin’s step-by step self-migration guide, and our close-knit partnership with Yahoo! Japan, enables our customers to complete their upgrades in accordance with Yahoo! Japan’s best practices approach. This approach uses shared tracking templates at the ad group, campaign, or account levels to reduce website load when creating new ads or keywords and allow for future URL changes with no interruption to ad serving.

At Marin, we understand our client needs are unique and we have you covered. We published comprehensive campaign management and self-migration documentation to Marin’s Enhanced Support Center. If you’re a Marin client be sure to check this out.

How to Use Search to Enhance Your Facebook Dynamic Ads

By August 17th, 2016

When Google released product listing ads, it dramatically changed the way retailers advertise online. Because of their huge success, retailers are constantly on the lookout for the next game-changing ad format.

If the results our retail clients have been seeing are any indication, the next frontier for product ads is harmonizing Google Shopping and Facebook Dynamic Ads (DA). Even though there’s been steady growth in the number of advertisers using Facebook DAs since their launch in 2015, many retailers are still managing their search and social channels in silo.

In this post, you’ll learn how to supercharge your shopping ads by combining the best of search and social. Using these techniques, our customers have seen a 68% higher revenue per conversion from their campaigns, when managed together with social advertising campaigns.

Seed Facebook with your best Google Shopping campaigns.

Savvy advertisers take advantage of their existing Google Shopping campaigns to optimize—or simply test—DAs for the first time. By identifying your best-performing products from Google Shopping campaigns, you can export high-ROI products to advertise using DAs.

Through Facebook’s new Google Shopping to DA product (available to Marin Software customers), advertisers using Google Shopping can take their best-performing campaigns and easily create Facebook DAs in a few easy steps, without the need for lengthy setup and extensive IT resources.

01. Workflow

Build out the right types of campaigns.

To easily increase your average order value and/or customer lifetime value, be sure to offer products related to what a customer’s ordered. As you’re building out DA campaigns, you can create upsell, cross-sell, and prospecting campaigns using the same process.

  • Upsell and cross-sell: With these types of campaigns, you can increase the chances of selling complimentary, relevant products to your customers via upsell (higher profitability items) or cross-sell (similar product sets).
  • Prospecting: Take shopping on Facebook beyond retargeting through Facebook’s DA prospecting campaigns. Advertisers can now reach new customers within the Facebook universe who haven’t visited your website. Facebook allows you to automatically create the best ads and find the best users for prospecting, giving you an efficient, effective way to find new audiences for your products.

Use search intent data to power DA creative.

Search intent retargeting is the smartest way to maximize the ROAS of your search budget. As cross-channel marketing strategies become commonplace, digital advertisers have started using search intent data to power their social campaigns. This strategy can be extended to Facebook DAs.

One example: using search intent to optimize DA creative templates. If the right users see them, these dynamic changes to creative can lead to significant lifts in CTR, conversion rates, and ROI.

Let’s say you have three users who’ve reached your website using different levels of search intent.

Example keywords:

  • Discount-driven (keyword: discount shoes)
  • Product brand (keyword: Buffalo Shoes)
  • Store name (keyword: PowPow Shoe Shop)

Through DA creative templates and search intent data, you can dynamically tailor your Facebook creatives based not only on the products users have seen on your website, but also on the keyword they used to get there in the first place. This allows you to show hyper-targeted ads, resulting in higher click-through and conversion rates.

02. Creative

In the above example, our users see different things depending on their keyword group:

  • Sales-driven user (keyword: discount shoes) sees an ad with a sales message.
  • The user who’s shown product brand infinity (keyword: Buffalo Shoes) sees a creative with a large product brand logo.
  • The user who’s shown brand affinity for the shop/advertiser (keyword: Marin Shoe Shop) sees a large advertiser logo.

Use cross-channel product reporting and optimization.

Once you start running Google Shopping and Facebook DAs, you should look at product performance and optimization in a more holistic way. The challenge with cross-channel tracking is normalizing conversions across multiple devices, ad buys, and other variables. However, with a third-party platform like Marin Software, the problem’s solved, so you can focus on the most important task—making sense of all that rich data and finding synergies.

With consistent third-party conversion tracking, you can also deduplicate conversions across search and social. And, through attribution modeling, you can gain deeper insights into how your Google Shopping and Facebook DAs are affecting the overall path to conversion.

Your future shoppers are spending an ever-increasing amount of time on Facebook and Google. In fact, 78% of all new ads were on either Facebook or Google last quarter. Now’s the time to think smarter about how you can cost-effectively engage and convert these users.

By combining search and social shopping strategies, not only do you break down channel silos—you gain a holistic view of product performance, and the ability to optimize across channels and improve overall product performance.

4 Stress-Free Tips for Manual Keyword Bidding

By July 26th, 2016

This is a guest post from Dionte Pounds, Account Manager at
3Q Digital.

Digital marketers love automation. No secret there. With as many different target markets and key metrics as we have to monitor, any rules or reports that we can automate to save a few minutes here and there add up over time and help us breath easier.

Bidding is one area that’s seen great improvements in automated technology. There are tons of new strategies and technologies to implement automated bidding (with Marin’s bidding folders being a fantastic option).

That said, there are times when you still need to roll up your sleeves, get a little dirty, and crank out some manual adjustments. To make that process less stressful, here are four tips for getting the most out of your manual bid adjustments.

1. Use Consistent Date Ranges

Generally speaking, I make adjustments once a week using a seven-day lookback period. This allows me to view keyword performance since the last time I made adjustments and see if the adjustment had the desired effect. If I happen to make large-scale adjustments in between those two seven-day periods, I pull my data from the date of the last adjustment.


The purpose of using consistent date ranges and pulling from the date of the last adjustment is to keep your data “clean.” If you’re making multiple adjustments and using inconsistent date ranges, it makes it much more difficult, if not impossible, to understand how certain adjustments affect keyword performance.

This is because you’re viewing data from both before and after the last keyword adjustments. Ultimately, you could end up pushing your bids too far up or down and not achieve the CPA you want. So, for simplicity, keep your date ranges consistent and make sure there’s little overlap.

2. Don’t Increase Bids for Top Position Keywords

This is very simple: don’t boost bids for keywords in the top position. When bidding, it’s better to boost keywords in lower positions than keywords at the top, because only the former will lead to increased impression volume. Raising the bids for top positions will only increase costs, not improve performance.

3. Keep High Quality Score Keywords Competitive

Once, I worked with an ecommerce client who had struggled for some time to get non-brand search CPA and conversion volume. Their account wasn’t helped by the multiple budget-capped, non-brand campaigns this client had active.

After some thought, I decided to increase all non-brand keywords with quality scores (QS) of 9 or 10 while pausing low-QS keywords. I especially pushed those keywords that had been struggling with below-first-page bids. As a result of the adjustments, non-brand conversion volume took off.


Why? Well, Google wants to serve keywords with high QS. Therefore, when I pushed up the bids for my top QS keywords, impressions greatly increased even though I paused a ton of poor keywords that were eating up spend. Not every top QS keyword will be a home run, but make sure the bids for these terms are always competitive and that low QS terms don’t make up the bulk of your spend.

4. Check for Bleeders

Bleeders are keywords that have little spend on a day-to-day or week-to-week basis, but add up to large costs over time. Because of this limited spend, the bids for these keywords are often left unchanged during normal bid adjustments. If left unchecked, these can cause CPC/CPA to stagnate. Every so often, use an extended lookback period to identify and bid down or pause bleeders.

With just a few adjustments, you can be on your way to improved performance and more clicks. Happy manual bidding!

Practical Reasons to Fit Search Intent into Your Retargeting Strategy

By July 7th, 2016

Facebook offers several great options for retargeting, allowing you to segment and remarket to people who’ve engaged with your product. These tools include:

  • Website Custom Audiences
  • Video remarketing
  • Dynamic Product Ads (DPA)

These features let you granularly segment your audiences, ensuring you’re targeting users with the right messaging and products.

Adding Search Intent to the Mix

What happens when search teams up with social? Combining search intent with Facebook retargeting allows you to segment and target users on Facebook, based on the search ads that drove them to your website.

How can you fit this tactic into your overall retargeting strategy, and how is it beneficial to your campaigns?

Let’s tackle that last question first.


It provides clear intent.

Since search is an intent-oriented channel, you can retarget users based on what they’re looking for. With this knowledge, you can drive them to a conversion by offering them exactly what they want.

It increases audience quality.

Once you know your audience’s intent, you can align this information with your goals to create high-value user segments, then target accordingly. This affords you the opportunity to target larger audiences using lookalikes, then scale even further from there. No matter the size of the audience, using precise, tailored segments ensures the highest audience quality.

And, if your goals change and you no longer want to target a specific audience, you can always exclude it from your campaigns.


It improves your optimization strategy.

Search intent allows you to adapt creative elements on Facebook—by knowing what the user wants, you can show more appealing images and messaging to increase CTR. You can also apply tiered bidding and budget, concentrating on higher-value audiences.


How to Incorporate It

There are an infinite numbers of ways you can segment audiences based on your overall strategy and goals, or even for a particular event. Here are a few use cases.

A TV Campaign

A large brand is planning to launch a massive TV campaign, and wants to engage with people, via search and social, who possibly saw its TV ad. Since users are most likely to search for the brand after seeing the ad, the brand splits its search campaigns into brand and generic segments. This way, the brand can understand its audience and target them with specific messaging, across channels.

An Ecommerce Site

An ecommerce site is trying to attract users based on search criteria for its fashion styles. It tags the keywords romantic and classic to reach those users on Facebook, showing them relevant content. The site complements this tactic with its Facebook DPA campaigns.


Direct Response

A direct advertiser is looking to improve its social optimization strategy based on search activity. It segments search campaigns according to users who search for high ROI and low ROI keywords, allowing it to target those users on Facebook, and adjusting bids and budgets accordingly.


A travel website wants to lower CPAs for search and social channels. It creates a 100% bid RLSA group for very expensive but high volume keywords, tags the users who’ve clicked these keywords, and excludes them from repeated searches. To achieve lower costs, the website targets those users in social.


Want to see a real-life example of how it works? Read about how a loan comparison website cut its cost per acquisition by 3.5x with Marin’s search intent retargeting on Facebook.

Your Detailed Testing Strategy for Expanded Text Ads

By June 28th, 2016

This is a guest post from Sarah Burns, Content Manager
at Boost Media.

With the introduction of Google’s Expanded Text Ads (ETA), marketers have a more robust ad format that allows for more text, and Google has the ability to manipulate the layout to fit the appropriate screen for display. While this is a strong shift toward mobile-first that levels the playing fields between natural search (SEO) ads and AdWords, it doesn’t guarantee better performance.

Google reports that some advertisers could experience up to a 20% lift in CTR. The important word here is “some,” as it indicates that simply expanding ads with no plan is not a guarantee of success. What follows is a set of scenarios you should test that will help guarantee the best possible performance lift for your brand.

Scenario 1: Test standard ads versus ETAs using a generic new headline

  • With large accounts, it’s unrealistic to think that you can write custom copy for every ad. It’s important to try to find suitable headline additions that can be applied across the tail of an account.
  • Be sure to test this method on groups of ad groups. The same additional headline in one product line will probably not work in another product line.
  • Don’t test things like “Buy Now!”. The odds of this generic approach being a success are very low.

Scenario 2: Test standard ads versus custom headlines

  • The head and much of the trunk of an account need custom copy. Testing custom copy against the old standard ads will ensure that you don’t just replace old copy with longer copy that’s worse. Our early testing shows that standard ads can outperform ETA ads if ETA is done poorly.
  • Don’t be afraid of rewriting the entire ad. Adding copy to the end of a headline doesn’t guarantee that the entire ad will make sense or drive clicks.
  • Focus on the big ad groups, as custom writing can be time-consuming.

Why not test everything at once?

Be sure to focus on one thing at a time. If you mix descriptions, headline, and paths in one test, you may introduce a better overall ad, but one section may be causing the lift while the other changes are actually causing a drop. By focusing on one variable at a time, you stand a better chance of isolating what caused the lift and understanding the drivers behind what to do next. As you move toward complete optimization, many times you’ll gain insights that can be applied to other parts of the ad.

I don’t have the time for this. What should I do?

Simply put: make the time. If you don’t prepare for ETA and your competitors do, you can expect to see a drop in performance as the competition captures more of the impressions and clicks. Just as Rome wasn’t built in a day, you don’t have to do this overnight. Set a steady pace and a strategy, and you’ll be on the way to performance increases.


About the Author

sarahSarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.

About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.

A One-Hour Summer Reading List for the Busy Digital Marketer

By June 9th, 2016

As you search online for the cheapest flights, the top island destinations, or where a solo traveler can find the best international cuisine, remember—no matter where you are, the mind of the digital marketer always craves useful information to stay competitive.

Whether you end up flying high across multiple time zones or enjoying a staycation this summer, here are a few time-friendly reads from the Marin Software vault to bring along for the ride.

White papers:

Blog posts:

Bonus: This is actually 55 minutes worth of reading, not an hour. Use those extra five minutes to schedule a demo, and learn how we can help you with any and all of the above. Bon voyage!

Get Your Creative Ready for Google’s Expanded Text Ads

By May 31st, 2016

This is a guest post from Sarah Burns, Content Manager
at Boost Media.

By now, you’ve heard about Google’s Expanded Text Ads. This is big news for search engine marketers. Initial Google reports cite click-through rate increases of up to 20% for some advertisers. With more than nine billion ads impacted by Google’s change, a massive amount of copywriting is required to adapt.

All advertisers will have to react quickly, and spend more marketing dollars to adjust and profit—or else miss out on a huge opportunity. What can you do now?

Start planning early

Advertisers who move fast and adapt to the new format stand to benefit in two ways:

  • Leveraging the additional creative real estate allows you to weave in new messages as you communicate to your customers, resulting in more clicks and purchases.
  • Ads in the new format will look more aesthetically appealing, compared to the older ads that advertisers who don’t switch over will have to settle for.

Don’t rely on the traditional methods

The new format allows for an extra headline with more characters, a longer description line, and a customizable URL. Don’t waste the extra space by employing Excel spreadsheets or ad templates to update ads. The traditional methods won’t work for a seminal shift of this scope.

Mashing description lines one and two together will leave you with a confusing and disparate message. Most advertisers write the two lines of text as separate ideas, and when they’re pushed together, they don’t flow as a logical and cohesive message.

Where to go from here

Advertisers need a solution that makes it possible to write and rewrite ads in the new format with speed, quality, and scale. Through an exclusive partnership with Boost Media, Marin Software has an automated tool that can rewrite your ads to be ETA-compatible. If you’d like to get up and running on ETA ads today, you can get started here.


About the Author

sarahSarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.

About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.

Google’s Expanded Text Ads – Things to Know and What to Do Now

By May 24th, 2016

Google has made a historic change to its creative format with the introduction of a mobile optimized format called “Expanded Text Ads” (ETA). In this post, we provide information to help you understand what’s changing, why it’s a positive thing, and how to automatically make your existing ads ETA-compatible. (Pro tip: Skip to the end of this article if that last point is what you’re after.)

What Are Expanded Text Ads?

Expanded Text Ads are a mobile-optimized ad-format designed to maximize an advertiser’s performance in mobile search results. This is accomplished by providing the advertiser significantly more ad copy to highlight their product or service. Expanded Text Ads also apply to desktop search results.

This change is a big deal because it’s a fundamental shift away from the legacy AdWords text ad format that’s existed for well over a decade. As such, this change will require every AdWords advertiser to rewrite their ads to be ETA-compatible. To learn how to automatically do this, skip ahead to the end of this post.

What’s Changing, Exactly?

Advertisers now have two headlines instead of one, and these headlines are joined with a hyphen. The good news – this copy expansion allows ads to occupy 50% more space on the search results page. Early results indicate that this increased presence improves CTR, which makes sense when you compare the old format (left) to the new format (right):


Here are the nitty-gritty details:

  • Headline 1 and headline 2 are 30 characters each. This is a 240% increase over legacy text ads, which historically had just one headline and a 25-character maximum.
  • For the description line, the character count is also increasing. Instead of two 35-character description lines, there’s just one that’s 80 characters.
  • The display URL will now be automatically extracted from your destination URL. You can set up to two path fields like “golf” and “shoes” (e.g.,

As marketers, we’re excited by all of these updates, and think that the addition of a new headline is only going to help performance, especially in a mobile world.

A Positive Change, for Multiple Reasons

Why is this change a net-positive for advertisers?

  • You gain a new, second headline.
  • More characters for longer messaging increase the odds of connecting with your target audience.
  • We’re seeing better overall performance in our early results.

Why is Google Making This Change?

A couple of obvious questions are: Why is Google making this change? And why now?

The short answer: Consumers have shifted to mobile as their primary method of accessing the Internet. And, advertising dollars are following in rapid succession. eMarketer estimates that in 2016, over 60% of all digital advertising spend will go to mobile. It’s also expected that mobile will continue to gobble up market share through 2020.

Google is staying ahead of this trend by shifting to mobile-optimized ads, which is consistent with the elimination of right-hand ads back in February. In the next 12-24 months, we should see more mobile-centric changes from all major publishers, as they train their attention on perfecting mobile monetization.

How Can I Automatically Make My Ads ETA-Compatible?

Through an exclusive partnership with Boost Media, Marin Software has an automated tool that can rewrite your ads to be ETA-compatible. If you’d like to get up and running on ETA ads today, you can get started here.

Stay tuned for more details, insights, and data as we continue to report on Expanded Text Ads.

5 Ways to Drive More Customers in a Mobile-First World

By May 23rd, 2016

According to eMarketer, over 70% of U.S. paid search spend will be mobile by 2017. And yet, optimizing mobile advertising and seeing significant ROI on it remains a crucible for many in the digital advertising world.

We joined our technology partner DialogTech at the end of April for
a webinar about how search marketers can adopt new mobile-first optimization strategies to drive PPC conversions and customers.

One of Marin’s very own search marketing experts, Patrick Hutchison, teamed up with Kelley Schultz, Digital Marketing Lead at DialogTech, to share proven mobile optimization and attribution tactics digital marketers can use to drive more clicks, calls, and customers from Google AdWords, Yahoo, and Bing.

In order to achieve their mobile advertising goals, digital marketers need to understand the customer journey and all of the touch points prior to sale. To that end, here are five strategies for optimizing your mobile game plan that we learned from this webinar.

1. If your business gets mobile traffic, then you need to be      setting a bid adjustment

You want to get into a top (1-2) position for mobile devices to ensure visibility, so set up campaigns with an initial +25-30% bid modifier. You can adjust and optimize based on the types of conversions and traffic you see.

2. Optimize for calls

Incorporate call conversion tracking to ensure you’re optimizing for all conversions. Without measuring call leads, you miss out on a significant piece of the puzzle when it comes to tracking and understanding the source of your leads.

3. Segment search query reports by device

When you perform search query reports, add a device segment. This will allow you to see what keywords are getting the most mobile conversions and traffic. Within your reports, sort by conversions and then adjust your bids for your highest performing keywords to ensure top position.

Next, sort your report by clicks that don’t drive conversions, and adjust bids or add negatives as necessary for these keywords that are driving up both clicks and spend.

4. Remember that mobile-targeted ad copy is key

Create mobile-preferred search ads with mobile ad extensions and CTAs. Remember to take advantage of call extensions, since as Google reports, 70% of mobile searchers use call extensions to call businesses.

5. Incorporate remarketing bidding strategies

Set up remarketing lists into your campaigns, so that you can adjust mobile bids for the top position.

Remember the importance of not only bidding up for mobile traffic, but also increasing bidding for your custom audience lists. If users showed interest once, capture them again on their next query with a different message in the top position.