FAQs

Q: Digital Ad Blindness?

When Does Ad Blindness Occur? “Ad blindness” occurs when viewers are over-exposed to an ad. As a result, they become oblivious to it and the ad fails to make an impression. Ad Blindness Primarily Impacts Display Ads Display ads are more vulnerable to this phenomenon for primarily two reasons: images are recognized more easily than text and they work by targeting users through audiences. With search ads, there is a search intent – the person searching is querying a search engine, to find something. At the time they are searching, then looking at search results -- they want to see your ad. With Display Ads, on the other hand, we are delivering ads to “audiences” of targeted people who may have an interest, but likely don’t initially have an intent at that time. This is where the ad blindness becomes a factor. Search is a form of direct marketing and display is advertising. Search ads can run successfully for years without performance decay. So this is primarily an issue with ads that are primarily audience-targeted - display and video ads. The Good News? Digital Ad Blindness is Treatable Ad blindness becomes apparent when the click-through rate (CTR) is monitored over a long time period. When substantially fewer clicks are generated versus a long-term baseline, it's probably the ad has "gone stale". As we manage display campaigns, we are “on the lookout” for new images and copies to test against the current ads. As part of this constant improvement process, we are always on the lookout for decaying ad performance due to ad blindness.

Q: Contract lock-in period?

Contract Lock-in Periods Given prevailing practices with paid search agencies, it's reasonable to ask "Is there a contract lock-in period for Blastoff Labs' services?". Contract lock-in periods have been widely used in the digital ad industry, but we don't believe in them. Our clients are free to discontinue use of our services. We have a superior way to retain our clients that works far better than, "doing business by force of contractual language". Of course, we do use clear, simple contracts, mostly to set expectations and define terms of service. But as far as client retention, we believe the only way to retain long-term clients is for us to do a great job. In our experience, the only retention model that works in any services industry is to constantly add value.

Q: Campaign reporting frequency?

Our standard campaign reporting frequency is monthly. We provide analysis and commentary along as an integral part of each report. Arrangements can be made to report more frequently in special situations, for example for high-intensity launch campaigns, special event campaigns, and when launching into new markets with an aggressive timeline. At times we meet as frequently as weekly to review issues with some management teams. But usually, this is not necessary and the time is better spent developing, optimizing, and managing campaigns.

Q: Campaign Management Consistency

PPC campaign management consistency is built into the way we work day-to-day. We take an interest in optimizing each campaign and ensuring that it's performing well for our clients. That's why it's built into each project. A common misunderstanding that advertisers hold, is that if a campaign is built skillfully, then it's a turnkey operation after launch. If only it were that simple. Most campaigns require a degree of optimization and adjustment after launch before they really hit stride. The odds of going through that process successfully are dramatically increased when the campaign is built upon a strong, systematic foundation. For this reason, we want to be onboard for at least a while after launch. After the launch is when the campaign design meets reality - the online marketplace it becomes a part of. And that is when a lot of our value-add, gained through experience comes into play as we adjust the campaign to fit the online market.

Q: Are your PPC agency services refundable?

Our Refund Policy If a client had prepaid funds on account for PPC agency services yet to be rendered and decided to stop work, they would be eligible for a partial refund. We would refund the unused portion of the payment for PPC agency services, pro-rated. However, work completed is not refundable. Like software development and construction projects, PPC campaign building and optimization is a time-intensive, perishable, and highly customized work product.

Digital Ad Blindness?

Digital ad blindness happens when an ad is seen so frequently that viewers become oblivious to the ad. "Ad blindness" occurs when viewers are over-exposed to an ad. As a result, they no longer mentally register the ad. Display ads are more vulnerable to this phenomenon because images are recognized more readily.

Contract lock-in period?

Contract Lock-in Periods Given prevailing ...

Changes to the campaigns?

Leave Changes to Blastoff Labs ...

Can a PPC campaign be stolen?

Although digital advertising campaigns can become valuable business assets, it is difficult for a hacker to commit PPC intellectual copy theft by stealing or copying them successfully. Each PPC campaign is an evolving component of a system highly dependent upon the website, and the business it drives traffic to. Because of this, to steal a campaign you would need to steal the website it is associated with. If someone did choose to commit IP theft, they would face an array of problems and it wouldn’t be worth the effort.

Digital Ad Blindness?

Contract lock-in period?

Changes to the campaigns?

Can a PPC campaign be stolen?

Campaign reporting frequency?

Campaign Management Consistency

Are your PPC agency services refundable?

Adjusting PPC campaign bids?

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