Blastoff Labs

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.

Display Campaign Optimization

Display campaign optimizations take a bit more time to optimize. Many require 2 to 4 months, as different targeting methods are experimented with before finding a winning formula. Simpler display campaigns, and campaigns operating in business sectors with limited competition, can often be optimized faster. During the fine optimization period, it's not unusual to make significant breakthroughs in performance as we become more familiar with the nuances of how a display campaign serves, and the increasing volume of data makes it possible to test new ideas.

Video Campaign Audience Configuration

Video campaign targeting is best done as an experimental process. Ads can be targeted to show on specific channels, or in front of & within specific videos.

Video campaign audience configuration is also a useful form of targeting. Depending upon the market targeted by the products in the shopping campaigns, we may both include, and exclude certain audiences.

We utilize both “Targeting” and “Observational” audiences and bid adjustments.

Shopping Campaign Audience Configuration

Shopping campaigns' primary targeting mechanism is keyword matching between the search query and the product feed, with minimal advertiser control. Audiences provide a mechanism for improving the relevancy of the auctions where the campaign bids for ad slots. There is sometimes significant benefit gained by excluding certain audiences from targeting. Negative audiences can help to shape campaign performance in the same fashion as positive audiences. Blastoff develops audience profiles that serve to maximize the performance of Shopping campaigns over time.

PPC Alert Monitoring

PPC Telemetry™ monitors client campaigns in realtime, pulling data from real-time API’s, and can generate alerts when they exceed preset boundaries, conditions, or critical operating limits. There are many benefits to our clients. One example, active alerts speed the optimization of campaigns. Frequently as we walk ads through split-test optimization cycles, new ads are introduced, we’ll calculate the number of clicks on both ads required to provide a statistically significant result. As soon as that alert triggers, we’re able to make a decision on a winning ad and introduce a new one to replace the loser. A second example: automated bidding takes up to 14 days to converge and lock, so we’ll set alerts when campaigns are coming out of learning mode. When ads are disapproved or payment methods fail, we can act on it immediately. There are many other situations where alerts accelerate improvements.

Dynamic Ad Spend Allocation

Blastoff Labs reporting monitors many client campaigns and can generate alerts when they exceed preset boundaries, conditions, or critical operating limits. Automated monitoring speeds optimizations of campaigns. For example, when we are walking ads up the “split-testing optimization cycle”, as a new ad is introduced we’ll calculate the number of clicks required to provide a statistically significant result. When that alert triggers, we’re then able to make an immediate decision on a winning ad, and introduce a new ad to replace the lower-performing ad. This allows us to quickly “walk” an ad group up the ad performance curve. Another example is automated bidding in campaigns, which takes up to 14 days to converge and lock in. We set alerts when campaigns to bring our attention back to the campaign when it is in the middle of, then coming out of “learning mode”. Similarly, when faults occur – for example, ads are disapproved or payment methods fail, we are alerted and can act on it immediately. There will be more on the use of alerts in PPC campaign monitoring in other articles across this site [links pending].

Adaptive Optimization

The benefits from monitoring campaigns vary based upon the vertical market the campaign serves, the design of the campaign, and business objectives of the advertiser. We can design campaigns that require little monitoring. For ambitious campaigns in competitive markets some degree of ongoing monitoring and optimization often makes sense and is beneficial to the advertisers’ return on advertising spend.

About Blastoff Labs

Shopping Campaign Optimization & Automation

Display Campaign Optimization

Video Campaign Audience Configuration

Shopping Campaign Audience Configuration

PPC Alert Monitoring

Dynamic Ad Spend Allocation

Adaptive Optimization

Landing Page Copy Analysis

Website Traffic Flow Analysis

Identify Sales Funnel Paths

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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