Blastoff Labs

Search Campaign Performance Management

We set up search campaign reporting to "roll-up" (summarize) all search campaign metrics on a single-page report, as shown in the diagram.

Reporting is a crucial aspect of managing campaigns for PPC advertisers. Most of our clients receive reports that are generated monthly, detailing performance in the current period vs previous periods, and highlighting work on ongoing challenges/issues.

Rollup pages are accompanied by reporting pages for each individual search campaign. These go into more detail.

Search campaign performance management includes alert monitoring. We're alerted in real-time whenever campaigns run into problems with disapprovals, platform outages, payment issues, and other critical issues.

Is Ad Blindness A Thing In Digital Channels?

Digital ad blindness happens when an ad is seen so frequently that viewers become oblivious to the ad. "Ad blindness" occurs when viewers are over-exposed to an ad. As a result, they no longer mentally register the ad. Display ads are more vulnerable to this phenomenon because images are recognized more readily.

Conversion Value Setup For Search Campaigns

Whether a search campaign is for lead generation or eCommerce, each type of conversion needs to be assigned a value. Here, we are focused on lead generation campaigns, which include the majority of search campaigns. For example, advertising a service business where leads (sales inquiries) are handled by a sales organization. We have a separate article about this topic for e-commerce search campaigns. By assigning a conversion value, we are able to measure the two most important metrics for a search campaign: 'return on ad spend', and 'advertising margin'. Even more importantly, we are able to inform the automated bidding system in relative terms how valuable a conversion is. So the automated bidding will be more aggressive in bidding for more valuable conversions.

PPC Machine Learning

This series of articles takes a look at PPC automation available today, both how it works and associated controversies. We'll share the high points of what we've learned, including the positive and less positive angles. Digital advertisers are already...

Display Campaign Reporting Setup

Display campaign reports are designed a bit differently because they drive the mid-funnel and high-funnel. So the focus is shifted more towards engagement metrics versus conversions. This includes metrics like the number of pages viewed, average time on page, total time on site, and bounce rate.

Our display campaign reports also include key performance indicators (KPI's), or implement custom KPI's most closely aligned to your business objectives. Our reporting system pulls data from Google Ads and Microsoft Advertising real-time API interfaces to access campaign data.

In a display campaign, there is an increased emphasis on attribution, since display campaigns often serve to pull in upper and mid-funnel traffic, which can be overlooked when focusing only on conversions. But we also report on conversion performance and financial ratio metrics.

Search Campaign Competitor Assessment

Once a search campaign project is onboarded, we study your website, products, and services then begin our paid search competitor assessment.

This provides visibility into how your ad campaigns can be best structured for highly competitive PPC ad auctions.

Search Campaign CRO Feedback

Search campaigns benefit from high-performance landing pages. Conversion rate optimization (CRO) feedback can lead to improved landing page conversion performance. We use Google Analytics 4 (GA4) metrics and Heatmapping analysis to study traffic flows and engagement on your site.

Typical changes we might suggest for search landing pages might include:

When needed, we'll provide wireframe-level design feedback to guide your developer.

Keyword Discovery Process

The quality of the keyword base generated for a search campaign influences how well a campaign performs. The keyword base is the foundation.

Create Display Campaign Structure

The ad group structure in display campaigns is used to segregate and test targeting methods, targeting configurations, ad images, and ad copy. This diagram shows ad group structure in a small display campaign.

Without the structure provided by ad groups, we wouldn't be able to evaluate the effectiveness of different combinations of targeting and ads.

Some targeting methods require multiple ad groups in order to better control and observe results. For example, when we're targeting using "custom intent" targeting by URL, we'll create one ad group per URL targeted. Placement targeting to show ads on specific websites, the same.

By using ad groups liberally in display campaigns we're able to rapidly evaluate targeting and ad quality.

Configure Search Campaign Serving Parameters

Ad Spend: A search campaign should be purchasing at least 15 to 20 clicks daily. Below that failure rates are higher.

Geo Targeting: Controls locations where the ads serve, and don't serve.

Bidding: Influences when a campaign participates in an ad auction, rank auction, and pages the ads appear on.

Campaign Serving Schedule: We start most campaigns to serve 24x7x365. Becomes baseline to optimize the serving schedule.

Ad Rotation: Resesponsive search ads (RSAs) can be rotated to split test.

About Blastoff Labs

Search Campaign Performance Management

Is Ad Blindness A Thing In Digital Channels?

Conversion Value Setup For Search Campaigns

PPC Machine Learning

Display Campaign Reporting Setup

Search Campaign Competitor Assessment

Search Campaign CRO Feedback

Keyword Discovery Process

Create Display Campaign Structure

Configure Search Campaign Serving Parameters

Our attention to detail guarantees that every aspect of your campaign is optimized for success. Experience the difference that our tailored approach can make for your advertising efforts.

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