Blastoff Labs

Video Campaign Performance Management

Our clients receive video campaign performance management reports regularly as an integral component of our account management services.

For video campaign performance management, we customize our reporting to summarize all search campaigns on one page; and we provide an individual reporting page for each campaign. Reporting is a crucial aspect of managing campaigns for PPC advertisers.

Most reports are generated monthly, detailing performance in the period vs previous periods, and highlighting challenges/issues.

Display Campaign Performance

Blastoff Labs clients receive display campaign performance management reports on a regular basis, as an integral component of our account performance management activities.

For display campaigns we customize our reporting to summarize all search campaigns on one page; provide a rollup report which summarizes performance for all display campaigns, and we provide an individual reporting page for each campaign that goes into more detail.

Reporting is a crucial aspect of managing campaigns for PPC advertisers. Most clients receive reports on a monthly basis, showing performance in the reporting period compared to previous periods, and highlighting ongoing challenges/issues.

Configure Display Campaign Audiences

Display campaign audiences are the primary means for targeting display campaigns.

There are scores strategies for selecting display campaign audiences to fit the market targeted. The general idea is to understand the demographics, persona, and behavior of the customer; then to find or create audiences that match those characteristics. In addition to positive targeting, it may also be beneficial to exclude certain audiences. These "negative audiences" can be used to shape the targeting to improve campaign performance.

Types of targeting available include direct website placements by specifying URLs, so-called "in-market" audiences (behaviors indicating shorter-term buying interest), persistent interests known as "affinity" audiences, customer list audiences, and demographics audiences which might include age, gender, income level, homeownership, and parental status.

Search Campaign Audience Configuration

Audience targeting applied in a search campaign acts as an overlay on keyword matching. It allows "shaping" who the ads serve to. For example, we might exclude certain age groups or income levels. In search ad campaigns we can also use remarketing lists as search audiences. This is known as 'RLSA', short for "Remarketing Lists for Search Ads". RLSA facilitates serving different search ads to those visitors who showed engagement in previous searches. RLSA allows the advertiser to follow a user as they navigate their sales funnel journey to a conversion. Not just through display remarketing, but on search engine result pages as well. Search campaign audience configuration is an important capability that shouldn't be neglected.

Design Display Campaign Ads

Because display ads are "advertisements" versus direct response marketing, the performance of display campaigns is even more dependent upon, and sensitive to the design of the ads, as compared to search ads.

The display ad channel is fundamentally different to search ad channels. Display ads deliver advertising messages, versus search ads which contain direct response marketing messages. We're showing display ads to audiences who likely may have a related need or interest, but haven't expressed search intent.

Search ads are display on search engine result pages, which the person searching has requested. Display ads are shown on websites where users are not necessarily expecting them. That's quite different from search ads where the user is searching for what you offer.

We've tested different creative approaches to invent, improve, test, and optimize display ads. Our process is based upon the classic creative process, mapped into digital advertising.

Video Campaign Optimization & Automation

Video campaign optimization sometimes takes a bit longer to optimize. Some require 2 to 4 months to arrive at a suitable level of performance, as different targeting and ads are experimented with to find a winning formula.

Simpler video campaigns, and campaigns operating in business sectors with limited competition, can sometimes be optimized faster.

Some clients operating in highly competitive markets will benefit from attention to optimization weekly or daily. The point of diminishing returns is reached when additional returns from the video campaign's advertising margin approach the cost of optimization.

Shopping Campaign Reporting Setup

Our shopping campaign performance management reports are designed to fit your eCommerce business objectives, product line(s), and campaigns. We include standard key performance indicators (KPI's), or we can implement custom KPI's most closely aligned to your business objectives.

One difference with our shopping reporting is our segmented performance tables. Many shopping campaigns advertise thousands of SKU's so it can be quite helpful to view performance in tabular form, with sorting.

Our tabular reports can be segmented and summarize performance by product line, ad group, product type, product group, or custom label parameter - whichever is most useful to your business.

Configure Video Campaign Reporting

Before launching a video ad campaign, we’ll configure video campaign reporting. Reports for video campaigns will be designed to fit your accounts, campaigns, and business objectives.

We include relevant charts along with summary key performance indicators (KPI's), for the reporting period and compare them to the prior reporting period.

For video campaigns, as with display campaigns, we place more emphasis on engagement parameters since video campaigns can drive a higher percentage of traffic into the upper and mid-funnel.

Ad visibility, click and conversion data, and financial performance ratios are part of the reporting. Video campaigns can sometimes also drive low-funnel traffic (conversions) directly. When that's the case we also report on conversion performance and financial ratio metrics.

Search Campaign Reporting Setup

Before launching a search ad campaign, we’ll configure search campaign reporting.

The reports will be designed to fit your accounts, campaigns, and business objectives. We'll add standard key performance indicators (KPI's), or implement custom KPI's most closely aligned to your business objectives.

Search campaign reports include a summary page for each type of campaign, along with pages for each individual campaign detailed across the reporting period.

Charts showing daily campaign behavior for the reporting period, and key performance indicator summaries for the reporting period compared to the previous reporting period.

Shopping Campaign Optimization & Automation

Shopping campaign optimization is radically different from the optimization of the other three fundamental types of paid search campaigns.

Shopping campaigns operate on structured data, being driven by an eCommerce database, where text and images for each individual product reside. So shopping campaign optimization in part involves optimization of the text and images in the eCommerce database.

There are a number of different approaches to structuring shopping campaigns, and the structure has to be right or it will be more difficult to improve performance through optimization.

About Blastoff Labs

Video Campaign Performance Management

Display Campaign Performance

Configure Display Campaign Audiences

Search Campaign Audience Configuration

Design Display Campaign Ads

Video Campaign Optimization & Automation

Shopping Campaign Reporting Setup

Configure Video Campaign Reporting

Search Campaign Reporting Setup

Shopping Campaign Optimization & Automation

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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