PPC campaign management is the continuous oversight of PPC campaigns on an ongoing basis. At Blastoff Labs it includes configuring and monitoring alerts, making ongoing optimizations, and reporting.
Monthly campaign report ...
PPC Campaigns need fault monitoring because they can run into a wide range of fault conditions. For example, the credit card on file to pay ad spend may expire. Or a platform's bot may flag an ad and disable it. The PPC platform may declare that your ad copy infringes upon a Trademarked word like "time" (yes, this happens!).
Skillfully executed, consistent PPC account performance management will boost the return on your paid search campaigns while lowering risk. The question becomes what degree of management, which varies depending upon the environment the campaign operates in, and the stage of development of the campaign.
Shopping campaigns require more ongoing management for several reasons. Most eCommerce stores are frequently updating their inventory, competitive products arrive at slightly lower prices, and as a feed changes automated bidding may require recalibration.
The Shopping platforms are constantly monitoring eCommerce campaigns that utilize their ad platform. Typically this is done by bots and it frequently results in Merchant Center exceptions, warnings, and errors arriving in the form of unwelcome emails. We monitor Shopping campaigns for these issues and handle them as they arrive.
Reporting and performance management is a crucial need for eCommerce advertisers. Most of our eCommerce clients receive reports monthly, detailing performance in the period vs previous periods, and highlighting work on ongoing challenges/issues.
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.
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.
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.
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].
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.
PPC campaign performance management involves ...
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