Search Ad Campaigns
Search ad campaigns have evolved in 2021 to accommodate new classes of devices, ad formats, ad extensions, smart bidding, ad automation, and audience targeting. Slowly at first, over the past 20 years of progress, innovation in search campaigns has made them more difficult to set up. But campaigns that take advantage of the latest capabilities have also become more successful.
Systematic Search Ad Campaign Development
To create the foundation for high-performance search ad campaigns, Blastoff Labs created and a systematic development process. With each new campaign we develop, we look for opportunities to further refine this process.
The phases and individual steps in our search ad campaign development process are illustrated below.
BLASTOFF’S WORK IS INVALUABLE!
Steve and his team at Blastoff have really turned our PPC efforts around with concrete results. We’re receiving significantly more conversions than we did in the past, at a cheaper cost per conversion than we were accustomed to. Steve’s also keen to learn more about the particulars of your industry, to increase lead quality.
HANNAH LODGE, Vice President
ALTA Language Services, Inc.
Interpretation • Translation • Training
Search Campaigns: Our 14-Stage Development Process
Competitive Assessment • CRO Feedback
Keyword Discovery • Structure Campaign
Search Ad Design
Audiences • Serving Parameters
Conversion Tracking • Conversion Value Model
Setup Reporting • Configure Analytics
Search Campaign Reporting Setup
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.
Search Campaign Launch
Optimization • Automation • Management
Search Campaign Performance Management
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.