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Frequently Asked Questions2021-03-22T11:35:18+00:00

Frequently Asked Questions

Your PPC & Agency Questions Answered Here

Navigate by category below to locate answers to questions about pay-per-click (PPC) ad campaigns, digital accounts, ad technology, campaign performance and reporting, and PPC competition.

Ask Blastoff Labs any question, and we’ll answer it via email. If your question is of general interest, we may post it below to our FAQ section, or post a blog article about it.

When submitting a question, please indicate whether it’s OK for us to publish your first name and last initial with your question. Submit questions from the contact page form.

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SEM-PPC Knowledge Base | Getting Started – FAQs

PPC Technology

Digital Ad Blindness?2021-03-21T07:31:31+00:00

Digital ad blindness occurs when an ad is seen so frequently that the person viewing it becomes “blind” to the ad content – they don’t mentally register it.

This can be pertinent to search campaigns after they run for a very long period of time; but not in most market segments. High-performance PPC campaigns can run successfully for years, with the same ads. Primarily this is an issue with Display Ads, which are based upon a strong image component.

Display ads are fundamentally different than search ads because they are not displayed in response to a search engine query, on the search engine results page.  Instead, they are displayed at targeted spots across the internet, and within apps on mobile devices.  With search ads, there is intent – the person searching is looking to find something.  With Display Ads, we are doing advertising to “audiences” of targeted people who may have an interest, but likely don’t initially have an intent.  In other words, search is a form of direct marketing and display is advertising.

Ad blindness occurs when an ad is seen so many times, it becomes part of the background.  It’s ignored by the subconscious so literally, fails to “make an impression”.

How do we overcome this as advertisers?  In Display campaigns, we are always on the lookout for new images and copies to test against existing ads. We make full use of responsive display ad formats, which can rotate from a selection of images; and we are always on the lookout for decaying ad performance. Digital ad blindess is curable!

Digital ad blindness occurs when an ad is seen so frequently that the person viewing it becomes “blind” to the ad content – they don’t mentally register it.

This can be pertinent to search campaigns after they run for a very long period of time; but not in most market segments. High-performance PPC campaigns can run successfully for years, with the same ads. Primarily this is an issue with Display Ads, which are based upon a strong image component.

Display ads are fundamentally different than search ads because they are not displayed in response to a search engine query, on the search engine results page.  Instead, they are displayed at targeted spots across the internet, and within apps on mobile devices.

With search ads, there is intent – the person searching is looking to find something. Whereas, with Display Ads we are advertising to “audiences” of targeted people who may have an interest, but likely don’t initially have a relevant intent in mind at the time. In other words, search advertising is a form of direct marketing; while display ads are a form of advertising.

Ad blindness occurs when a display ad is seen so many times, it becomes part of the background.  It’s ignored by the subconscious so literally, fails to “make an impression”.

How do we overcome this as advertisers?  In Display campaigns, we are always on the lookout for new images and copies to test against existing ads. We make full use of responsive display ad formats, which can rotate from a selection of images; and we are always on the lookout for decaying ad performance. Digital ad blindess is curable!

How long to a positive PPC ROI?2021-03-12T07:59:49+00:00

How long does it take to determine if a PPC campaign will generate a positive PPC ROI (return on investment)?

Paid search success is measurable, but the time frame required to reach success varies widely depending upon the type of campaign, the associated website, the level of competition, ad spend, the quality of the campaign — and other intangibles.

We can discuss some ranges to set expectations.

New and re-engineered PPC campaigns take a little time to develop a normal serving rhythm; typically a few days to a week.  Shopping campaigns can take a little longer.

Once a campaign has ramped up to serve its daily budget, data is collected which allows us to begin the course optimization process. Our procedures are different for each type of campaign, but generally this period will run about 4 weeks. Usually, during this period we build adequate conversion data to serve as a baseline to move the campaigns onto automated bidding.  Then the campaign enters our fine optimization phase as described elsewhere on this site.

How long does it take to know if a paid search success is likely to happen?  That depends upon many variables including the nature of the market targeted, type of product, buyer behavior, primarily ad spend, the average cost per click, conversion rate, and cost per conversion / CPA.

There are a few campaigns in extremely challenging markets that can take six months or longer to forge into winners. But many campaigns become successful within 2 to 3 weeks. The average is 4 to 6 weeks. Most campaigns reach the point where we’re confident they’re successful within 6 to 12 weeks, depending upon the market being served.

PPC account suspensions: What should we do?2021-03-19T16:46:49+00:00

If you are an existing client, Blastoff Labs may assist if for some reason your account is suspended.  But it is unlikely to happen. 

We don’t take on suspension projects because the only person the ad platform will talk to is the account owner. What you should do is to file a written request for assistance from the help link in your Merchant Center. Be patient because they have a massive backlog and may take 2 or 3 weeks to answer. Keep your communication cordial, lay out the facts succinctly, and explain why you ask that they should unsuspend your account. 

Just email a polite note, with a bullet list succinctly summarizing the steps you’ve taken. They will ask you for the email you received stating the reason you were suspended. If you owe them financially, you’ll have to pay it; the odds of winning a discussion about that are so close to zero, it cannot be measured.  To their credit, the ad platforms are usually right.  So don’t feel singled out. Just bite the bullet and pay.  The large tech companies are not going to reason with you, they simply understand power – and they 100% of the cards here.  So don’t get into this expecting a break.