Blastoff Labs

Display Campaign Launch

After a display campaign launch, they will often burst in an erratic serving pattern during the first 2 or 3 days after launch. This varies by ad platform and campaign design. Average-size display campaigns usually developing a consistent serving pattern within a few days of launch.

Once a display campaign stabilizes, we look for major issues such as a single targeting method or ad group consuming excessive ad spend. We monitor the audiences that pull the campaign into auctions. Typically we make a series of corrective adjustments across our display campaign post-launch checklists, dialing the campaign into the type of serving pattern, or "orbit" that we’re looking for.

Shopping Campaign Serving Parameters

When setting up shopping campaign serving parameters, bidding is the central issue. Manual bidding at launch is the best way to force shopping campaigns to develop serving momentum quickly.

The manual bidding period provides a baseline to optimize against going forward. It also provides confirmation that we're bidding up to the "Benchmark" shopping bid level.

When setting up serving schedules, our scheduling preference is usually to allow the campaigns to initially run 24x7x365 Many campaigns perform well at surprising times, during days of the week and hours of the day you might not expect.

In some b2b eCommerce markets, we will run campaigns on weekdays only and perhaps not overnight. There are time zone spans to consider, for example in the US, making sure East coast campaigns stay on late enough to shop up for West coast end-of-day business traffic.

Video Campaign Serving Parameters

When a new video campaign is launched, we will set and adjust bids manually for the first week or two. This is the fastest way to ramp up a campaign, andit establishes a baseline to compare with results from other types of bidding.

Manual bidding is the best way to force a new campaign to serve on YouTube, so enough data can be accumulated to nurse the campaigns onto automated bidding.

Video campaigns allow Sitelink ad extensions which tend to perform very well so we configure those. We also like the new Lead Form extensions. In a video campaign Google can auto-fill most of the fields.

Display Campaign Serving Parameters

When setting up display campaign serving parameters, our preference is usually to allow the campaigns to initially run 24x7x365. We can then use that data to optimize the campaign schedule, as we have measured what times and days of the week are most effective.

In some b2b markets, we will run campaigns on weekdays only and perhaps not overnight. There are some common mistakes to avoid, for example in the US making sure East coast campaigns stay on late enough to shop up for West coast end-of-day business traffic.

The reason for running campaigns (at least initially) 24x7 is that many campaigns perform well at surprising times – days of the week, and hours of the day you would not expect.

Search Ad Conversion Tracking

The majority of search campaigns that we rebuild, initially do not have accurate search ad conversion tracking in place. In the era of automated bidding, full tracking coverage for all types of conversions is crucial to each search campaign’s success.

There is a reason for this – conversion tracking can be difficult to implement and test. At Blastoff Labs we go to great lengths to set up search ad conversion tracking with 100% coverage of all conversion events.

We spider your website to locate exposed email addresses, as they are “conversion tracking leaks”. We set up call conversion tracking if not present. Because conversion tracking is so crucial, we go to whatever lengths are necessary to achieve 100% conversion tracking coverage.

Shopping Campaign Competitive Assessment

Each product search entered into a search engine creates one or more electronic auctions where advertisers bid for available ad slots on the Shopping ad "carousel being" being served to the prospective buyer.

We identify direct and indirect competitors, familiarizing ourselves with their products, services, and positioning in the market. We look at the advertising history, ad copy, ad spend, and market positioning of the most significant online competition.

While spidering competitive websites we can extract entire product feeds to examine feed attribute details. During this process, we gain a level of understanding which is uniquely useful in structuring and configuring Shopping campaigns.

Video Campaign Competitive Assessment

In our video campaign competitive assessment process, we examine and characterize the competitive environment where our campaign will operate. Many campaigns need to rely upon video keywords that either overlap with other business sectors, have low click volume, or prohibitively expensive clicks -- and other intrinsic issues. Those issues influence how we structure search campaigns.

We identify direct and indirect competitors, familiarizing ourselves with their products, services, and positioning in the market. We look at the advertising history, ad copy, ad spend, and market positioning of the most significant online competition. While spidering their websites we gain a level of understanding which is uniquely useful in structuring and configuring search campaigns.

Display Campaign Competitive Assessment

In our display campaign competitive assessment process, we familiarize ourselves with how competitors' products are positioned, and the competitive environment the campaign will operate in.

We examine your competitor's advertising history, ad copy, ad spend, and market positioning. We use tools to examine their display advertising history.

The display campaign competitive analysis process dovetails into our campaign targeting work.

Shopping Campaign Web Analytics

To configure search campaign web analytics, we link the associated Web Analytics accounts with the PPC ads account(s). We also configure an Analytics profile that’s set up to support monitoring and analysis of the paid search campaigns.

This will include Google Analytics, Google Tag Manager, Google Search Console, Google Merchant Account, and similar Microsoft Advertising Accounts.

We may likely also request a login to the backend (Administrative access) area of your website. Typically this is needed when we anticipate installing plugin's such at the GTM plugin, or a call tracking plugin.

Video Campaign Web Analytics

To configure video campaign web analytics, we link the associated Web Analytics accounts with the PPC ads account(s). We also configure an Analytics profile that’s set up to support monitoring and analysis of the paid search campaigns.

This will include Google Analytics, Google Tag Manager, Google Search Console, Google Merchant Account, and similar Microsoft Advertising Accounts.

We may likely also request a login to the backend (Administrative access) area of your website. Typically this is needed when we anticipate installing plugin's such as the GTM plugin, or a call tracking plugin.

About Blastoff Labs

Display Campaign Launch

Shopping Campaign Serving Parameters

Video Campaign Serving Parameters

Display Campaign Serving Parameters

Search Ad Conversion Tracking

Shopping Campaign Competitive Assessment

Video Campaign Competitive Assessment

Display Campaign Competitive Assessment

Shopping Campaign Web Analytics

Video Campaign Web Analytics

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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