PPC campaign success is of course the objective of all our projects. Blastoff Labs understands that tracking of all conversions and their value to each individual advertiser is crucial to the medium and longer-term success of any PPC campaign advertising initiative.
The most important key performance indicator is net advertising margin (NAM), not return on ad spend (ROAS).
The primary ppc campaign success metric is “net advertising margin”, which accounts for not only the return on ad spend (individual campaign efficiency in converting ad spend into conversion value), but also conversion volume and value.
NAM accounts for not only the return on ad spend (individual campaign efficiency in converting ad spend into conversion value), but also conversion volume and value. Net advertising margin is calculated as [ (total conversion value) minus (total ad spend) ] over a time period.
NAM accounts for not only conversion efficiency but also conversion volume.
We track all conversions and use a model to estimate the value of each type conversion.
100% conversion tracking feeds back metadata into PPC campaigns which continuously improves their performance when coupled with automated bidding. Strong reporting provides you, the advertiser with clear information showing how much value your advertising investment is yielding.
We feel strongly enough about this to, after having used many reporting systems, to have invested in developing our own custom reporting system which draws it’s data from the Google and Microsoft realtime Ads API’s. Our platform processes the data in Python and DAX, using Microsoft Power BI as the graphics frontend.
As a result, Blastoff Labs clients receive clear, sharp reports detailing all important key performance indicators and metrics, comparing them period-to-period.
Conversions need to be accurately valued.
We consider the value of each conversion when developing a conversion value model for each account, which is integrated into our reporting.
In Shopping (e-Commerce) campaigns, valuing conversions is simpler because the value of each transaction is reported. In those campaigns, we model the gross margin of each product group into our calculations.
Ad spend allocation optimization, in accounts with more than one campaign, can often be more important than ongoing optimization of the individual campaigns.
We have developed an ad spend allocation model which allows us to adjust the ad spend flowing into individual campaigns, giving us the ability to adjust your ad spend to fit shifting market conditions.