marinsoftware.com Product Feeds Unleashed: Automating Your Ad Campaigns 7 Another rule example: “If the sale value equals yes, boost the bid 200 percent.” With this rule, any time a product syncs and it’s on sale, Marin automatically increases the bid to account for the new value and increase product exposure during the sales period. Let’s drill into an example of a promotional calendar and sale. Here’s what it looks like: Pre Sale Post -5% +12% -2% -22% +12% -2% -5% +12% -2% 1 2 3 4 5 6 Promo Calendar Pre-sale pause Sale days lift Post-sale dip We know that a sale will affect performance before, during, and after its scheduled day or date. An algorithm won’t know about an upcoming sale, but it may be able to adjust quickly to the fact that a product is being offered for a reduced price. It’ll likely take time to interpret that performance is changing and adjust bids accordingly. But, if you’re able to provide this data and make the changes happen more immediately, you’ll reap the associated benefits. You can do this manually by adjusting bids throughout the time period to accommodate fluctuations. Or, you can rely on automation like Marin to ingest your promotional calendar and apply the changes based on the rules you establish. In addition to sale data, you can look at other information such as weather signals, TV ratings, etc. Depending on the nature of your business, think about any external or contextual data that could have an impact, and consider pulling in that data to use it for automation and bid adjustments.