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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PPC Technology

Does SEO Impact PPC

Does SEO impact PPC?

PPC platforms and their integral organic search engine both utilize spiders to crawl landing pages. The ranking signals used for organic search and PPC share similar characteristics. So it shouldn’t be a surprise that PPC and SEO are synergistic. It’s an indirect versus direct cause-and-effect relationship.

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Digital Ad Blidness

Digital Ad Blindness?

Digital ad blindness happens when an ad is seen so frequently that viewers become oblivious to the ad. Due to over-exposure, viewers no longer mentally register the ad. Display ads are more vulnerable to this phenomena because images are recognized more readily.

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Can a PPC Campaign be Stolen

Can a PPC campaign be stolen?

Although digital advertising campaigns can become valuable business assets, it is difficult to steal or copy them successfully, even if access could be gained which is unlikely.  The higher risk would be from an in-house person, or agency with access to the account.

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Display Ads Versus Search

Display Ads vs Search Ads?

How are they different? Display ad campaigns utilize an image as the central focus of the ad, while search ads are text-based. But the difference between display ads and search ads is more fundamental: their placement, function, and reach. Display ads are smart billboard-style ads that functionally are advertisements, whereas search ads are a form of a direct marketing offer.

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20 Reasons a PPC Campaign Fails

20 Reasons for PPC Campaign Failure

We see these PPC campaign failure issues regularly on incoming account rebuild projects. Here are 20 common reasons a PPC campaign might fail: The wrong type of campaign could have been deployed. For example, a search campaign may be used when shopping would be a more effective choice. The campaign may be configured improperly, for example the wrong type of

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Where to set PPC ad spend?

Where to set PPC ad spend?

We recommend spending enough to generate at least 20 clicks per day in most markets, in order to accumulate statistically meaningful data in each 24-hour period. The daily spend is the number of clicks times the average cost per click.  So, the question becomes what is the average cost per click (CPC)? CPC is dependent on quality scores, competitive bidding

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Qualifying Your Project

in house ad campaign management

Manage our PPC campaigns in-house?

This question sometimes arises: should we outsource PPC campaign management, or manage our PPC campaigns in-house? Let’s rephrase the question as “can we manage our PPC campaigns in-house at some point after launch, or should we have them managed?”. Here’s a key aspect thing to understand when considering the question: Accumulating the understanding to operate PPC campaigns is not a

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Changes to the campaigns

Changes to the campaigns?

Any time we spend handling or discussing PPC campaign change requests from clients is complimentary. We want our clients to feel at ease about making changes. Frequently we receive great suggestions because they understand their business so well. We take those suggestions and put them throughout “PPC logic/experience” filter.

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How much time to build PPC campaigns?

How much time to build PPC campaigns?

Campaign development bears some similarities to software development. Some campaigns, like some software apps, can be built and launched in a few hours or a few days. However, in today’s PPC environment that’s not usually the best way to proceed. PPC campaign performance flows from a bit more of a “slower cook” approach – a more methodical and systematic design process.

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Zoom Calls

Do you offer a phone or Zoom consultation?

Sure, we can provide a phone or Zoom consultation to discuss your digital advertising objectives. Just complete the form on the Contact page. To get the most out of a consultation, please consider the following questions beforehand. You do not need to have all the answers; just the first two are required: What business sector do the campaigns operate in?

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Will you bid on an RFP

Will you bid on an RFP for a project?

When deciding whether to bid on an RFP, we treat it like any other incoming project. If it looks like a good fit for us then we may choose to submit a proposal in response. Typically, RFPs are issued by large, slower-moving organizations and bureaucracies such as governmental entities, military contractors, and large businesses in lagging business sectors. Their project

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How much of my time will an advertising campaigns take?

How much of my time will an advertising campaigns take?

We don’t take on projects where the client rolls up their sleeves working on the internals of advertising campaigns themselves, are trained to design PPC campaigns, or are required to spend their time working on them on a day-to-day basis. Our relationship with clients is designed to take the details of campaign design and optimization off their hands, so they

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Campaign Deliverables

What ad campaign deliverables will I see?

After onboarding is complete we will provide a project plan timeline including ad campaign deliverables, tasks and milestones. During campaign development, we’ll provide updates on ad campaign deliverables as appropriate. Once the campaign(s) are launched, you’ll have full access to view all aspects of the campaign, which becomes your intellectual property. After campaign launch you’ll receive regular campaign performance reports. The

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Onboarding Information

What information do you need when onboarding a PPC project?

When onboarding a PPC project, the first email clients receive is a set of “onboarding” action requests and questions. Typically, these are links to step-by-step instructions for sharing access to advertising and analytics accounts.  Usually, access to accounts can be shared in a few minutes without issue.  If problems are encountered, we are available to assist. Some examples of accounts

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Onboarding Your Project

Onboarding Checklist

Is there an onboarding checklist?

When onboarding PPC projects we’ll send you a list of onboarding checklists, which are some requests that include instructions. The majority of items are to request you take some simple actions linking accounts. They are actions to set up to make providing any needed materials, account links, media, and questions. Onboarding steps vary based upon the type of campaign(s), the

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Competitors

Paid search competitors?

Who are your paid search competitors? In the process of developing PPC campaign(s), we begin by asking you who you perceive as your PPC search competitors.  The reason we ask this question of our clients is that we want to know who you see as your 6 to 10 most significant direct competitors.  Mostly, those that come to mind quickly.

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Tag Manager Access

Google Tag Manager (GTM) | How to share access

Blastoff Labs utilizes Google Tag Manager (GTM) access for a number of purposes, including PPC campaign conversion tracking. Google Tag Manager (GTM) simplifies the management of conversion tracking on your site. It eliminates the requirement to involve a web developer when tracking tags are added, removed, or edited on your website — among many other benefits. To share access to

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Google Analytics Access

Share Google Analytics Access

This is to request that you share Google Analytics (GA) Access with Blastoff Labs. We utilize it for a number of purposes: • Testing and monitoring conversion tracking. • Monitoring quantified engagement metrics, and • Understanding paid traffic flow landing on and traversing sites. • Analyze web pages for conversion efficiency issues. To share access to Google Analytics, please login

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Bing Access

How to Share Bing Ads Access

To share Bing Ads access (now called Microsoft Advertising), email us your account number.  It’s in the upper right corner when you’re logged in at Ads.Microsoft.com Microsoft account numbers are 8 digits long, start with an F or X. We’ll enter your account number into our Microsoft Agency Account, and a Bing Ads access request email will be sent to the

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Business Questions

SEM Key Benefits

Is it possible to sell a PPC account?

The answer is yes, it is possible to sell a PPC account — but with some qualifiers and caveats. First, a PPC campaign cannot literally be sold as a self-contained asset, because it is software that runs on a PPC platform owned by the platform provider. Ownership of the account is subject to the overarching terms and restrictions you agree

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PPC Account Ownership

PPC account ownership?

PPC account ownership and PPC campaign ownership should not even be something an advertiser has to be concerned about, but it is. Blastoff Labs always makes sure the advertiser owns associated accounts. If we transfer a legacy account in, create an account for you, or design a campaign our policy is the same. Whether it is a Google Ads account,

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Are PPC Campaigns Refundable

Are your PPC agency services refundable?

If a client had prepaid funds on account for PPC agency services yet to be rendered and decided to stop work immediately, they would be eligible for a refund.  We would refund the unused portion of the payment for PPC agency services, pro-rated.  We do not want anyone to go away unhappy. We would also assist the client without charge,

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Contract Lock in Period

Contract lock-in period?

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

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Do you take on Non US Clients

Do you take on non-US clients?

Non-US Clients? Sure, we frequently take on non-US clients. Blastoff has PPC advertising clients from Western Europe, Australia, Singapore, South America, and the Middle East. We always find a way to handle any time zone challenges. We also have experience with strategies, methods, and tradeoffs for targeting digital advertising accounts and PPC campaigns to multiple countries and continents.

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SEM Key Benefits

PPC Campaign Success?

What does PPC campaign success look like? PPC campaign success is of course the objective of all our clients. There are two metrics that together, define the success of a PPC campaign. With mid and high funnel campaigns, it gets a bit more complicated.  But they do contribute to conversions so with the right time frames, their success can be

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Positive PPC ROI

How long to a positive PPC ROI?

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

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Share Access Google My Business

PPC Account Suspensions: What should we do?

If you are an existing client, Blastoff Labs may assist with PPC account suspensions.  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.

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Where to set PPC ad spend?

Where to set PPC ad spend?

We recommend spending enough to generate at least 20 clicks per day in most markets, in order to accumulate statistically meaningful data in each 24-hour period. The daily spend is the number of clicks times the average cost per click.  So, the question becomes what is the average cost per click (CPC)? CPC is dependent on quality scores, competitive bidding

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Post Campaign Launch

Automated Bidding

How long to reach automated bidding?

We run display campaigns on manual bidding before migrating them onto automated bidding. Automated bidding works better when there is a baseline of campaign metrics to extract bidding signals from. We find that automated bidding machine learning works better if before using it, a baseline of performance metrics exists. The baseline of campaign metrics also allows us to compare manually

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Adjusting Campaign Bids

Adjusting PPC campaign bids?

When we first launch PPC campaigns, sometimes we will put them in “manual bidding mode” which is the simplest and most straightforward form of adjusting PPC campaign bids. Once the initial bids are set, the PPC bid management is not “taken care of”; it’s a process. After setting the initial bids, data will start to accumulate showing us whether the

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Ongoing Campaign Management

Good Idea

Is paid search performance management a good idea?

Advertisers are naturally concerned with the paid search performance of their campaigns because it impacts both top-line revenue and expenses. 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, and that varies depending upon the environment the campaign operates in, and the stage

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Campaign Tracking & Performance Briefings

PPC campaign performance briefings?

Q: Can you conduct PPC campaign performance briefings for our company leaders and select outside investors? A: Sure, we’re experienced in presenting campaign performance briefings to any group or level of your management team that’s helpful to your company. We can develop a summary of your digital advertising initiatives: Historical performance Current performance Strategic insights Opportunities for optimization of performance

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Digital Ad Tracking Progress

Track digital ad project status?

We manage digital ad project status using the Wrike project management system. We’ll typically send Gantt chart timelines embedded within a pdf slide deck. Gantt charts show the project workflow as a diagram, including the status of the project’s current phase of work and impending milestones.

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Campaign Reporting Frequency

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

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Campaign Deliverables

Track campaign performance?

How can we track campaign performance? Our PPC campaign reporting is designed to provide a comprehensive view of campaign performance. Charts and tables in the reports document all relevant and pertinent account and campaign metrics. Key performance indicators (KPIs) summarize important metrics change from a prior period to the current reporting period. Embedded within our PPC campaign performance reports, we

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Fault Monitoring

Fault monitoring?

PPC Campaigns need to have fault monitoring in place because they can run into fault conditions.  For example, the credit card on file to pay ad spend may expire. Or a bot may flag an ad and disable it.  Shopping products may develop price mismatches. In all of these cases, we catch and resolve the issues quickly because we monitor

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Campaign Constancy

Campaign Management Consistency

PPC campaign management consistency is built into the way Blastoff Labs works day-to-day, for good reason. 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

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