Automation should be a key part of any marketer's toolkit, reducing time spent on repetitive tasks and avoiding missed opportunities. Marin’s automation features will help free up your marketing team’s time from performing mundane work, and give them the capacity to brainstorm new ideas and boost productivity in other areas. These tools do a lot more than just making sure you don’t forget things—they make the existing workflows in Marin even more powerful.
For over a decade, we’ve been making it easier to manage the complexity that goes into digital marketing. Here, we highlight three ways our advertisers automate their efforts to simplify their work.
Keyword Resuscitation
Over time, any automated (or manual) bidding solution will bid down underperforming keywords. Generally this is a feature, not a bug—if they’re not converting profitably, you want to minimize wasted ad spend, even when those keywords have generated a decent number of clicks.
However, some of those keywords may be relevant to your organization and perform as your business evolves or competitive conditions change. If you shut off these “low-performance” keywords altogether, you may miss out on some conversion-ready traffic. This is especially true for keywords with low impression share.
With keyword resuscitation, Marin automatically increases your bids temporarily to ensure you’re not missing any click opportunities. If the keywords keep underperforming, Marin bids them back down.
Auto-populating Dimensions
If you find yourself working on Google Ads accounts with hundreds of active campaigns, keeping track of what’s happening where can be a pretty daunting task.
Marin’s Dimensions help keep advertisers organized, by allowing them to easily aggregate their data across an ad group, campaigns, keywords, or the entire account—faster and easier than exporting to Excel and running a pivot table. You can also use Dimensions for tagging your different objects for easy filtering, and then using those filters to monitor performance.
How are your brand campaigns performing against your non-brand campaigns? How are your experimental keywords performing? Do you have promotional ad copy you’re closely monitoring? Do you have different bidding rules you want to manage across your keywords? Dimensions help you tag and streamline all these views.
What about the keywords, ad groups, or campaigns you’ve missed? Manually having to set dimensions for a lot of ads or keywords requires a lot of time and resources.
Now you can auto-populate dimensions based on rules you specify. You can set rules on keyword text, campaign structure, or any performance metric, giving you flexible and powerful control over your reporting.
Automatically Pause Your Losing Ads
Always be testing. Your creatives shouldn’t have to have a long shelf life, and you should continually look to improve performance with new messaging ideas.
If you run multiple versions of a creative in a group, Marin can automatically pause the underperformers when there’s statistical significance so you can add a new challenger creative. Even better, with rules-based adjustments, you can replace the loser creatives with new ads, further automating your ad testing experience.
Get Creative
This was just a taste of three automations we frequently see with our customers. We don’t want to limit you just here, however. Marin’s platform is flexible, and it’s easy to get creative to meet your specific business needs.
Whether it’s using performance criteria to automate the movement of your ad groups into different bid strategies, auto-populating objects with missing data, or scheduling ads for special promotions or events, the custom parameters are entirely up to you. Just talk to your account representative and we can get the ball rolling.
Or, if you’re new to Marin and would like to start powering your ad campaigns with easy, time-saving automations, get in touch today.
