Display campaign optimization is radically different from the optimization of the other three fundamental types of paid search campaigns. During the display campaign optimization process, it’s not unusual to make significant improvements in performance as we become more familiar with the nuances of how a display campaign is serving. With 8 different types of targeting available, and the inclusion of
PPC Campaign Management Activities
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.
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.
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.
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.
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 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 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.
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].
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.
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.
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.
Most paid search campaign optimizations require 2 to 5 weeks to complete after launch. This is the point at which we transition most campaigns onto automated bidding. Simpler search campaigns, and campaigns operating in business sectors with limited competition, can sometimes be optimized in a week or two.
During the manual optimization period, it’s not unusual to make significant advances in performance as we become more familiar with the nuances of how the campaign serves. As a search campaign is optimized, the resulting data becomes more useful to split-test and compare changes.
Some clients operate in highly competitive markets, and their campaigns are mission-critical. They often can continue to benefit from attention to optimization after the campaign is transitioned onto automated bidding. This can occur daily, weekly, or based upon performance.
PPC campaign performance management involves the monitoring, optimization, and reporting of campaign performance. Our paid search performance management platform pulls campaign data in real-time, so we are able to configure automated “alert traps” which alert us to issues. We monitor when our campaigns are hitting conversion thresholds, or trending favorably in key metrics such as increasing conversion volumes and decreasing