Responsive Search Ads – Machine Learning Meets Advertising
May 15, 2021
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Responsive display ads first arrived as a new Beta display ad type in Google PPC display campaigns in 2018. Responsive…
Campaign Optimization
Shopping Campaign Launch
April 13, 2021
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During the period immediately after a shopping campaign launch, we’re monitoring impressions and CPC’s. We’re also on the lookout for major issues such as a single product group consuming excessive ad spend.
Conversion tracking is checked for functionality and accuracy. Geo-targeting is monitored for any anomalies, CPC’s are checked for any out of line behavior, and the campaign is scanned for errors or warnings.
This post-launch optimization phase typically lasts 3 to 6 weeks for an average scale shopping ad campaign. A Shopping campaign enters semi-automated “orbit” once it has transitioned onto automated bidding
Video Campaign Launch Process
April 13, 2021
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After a video campaign launch, it will tend to gain serving momentum fast. Campaign behavior after launch varies by market and campaign design, with average-size campaigns usually developing a consistent serving pattern within a few days of launch.
During the period immediately after a video campaign launch, we monitor new search campaigns closely making a series of corrective adjustments across our post-launch checklists, dialing the campaign into the type of orbit we’re looking for. The campaign is continuously reporting valuable data about what’s going on. That allows us to optimize the campaign early on in its engagements and minimize wasted ad spend.
Display Campaign Launch
April 13, 2021
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After a display campaign launch, they will often burst in an erratic serving pattern during the first 2 or 3 days after launch. This varies by ad platform and campaign design. Average-size display campaigns usually developing a consistent serving pattern within a few days of launch.
Once a display campaign stabilizes, we look for major issues such as a single targeting method or ad group consuming excessive ad spend. We monitor the audiences that pull the campaign into auctions.
Typically we make a series of corrective adjustments across our display campaign post-launch checklists, dialing the campaign into the type of serving pattern, or “orbit” that we’re looking for.
PPC Alert Monitoring
September 24, 2020
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PPC Telemetry™ monitors client campaigns in realtime, pulling data from real-time API’s, and can generate alerts when they exceed preset boundaries, conditions, or critical operating limits.
There are many benefits to our clients. One example, active alerts speed the optimization of campaigns. Frequently as we walk ads through split-test optimization cycles, new ads are introduced, we’ll calculate the number of clicks on both ads required to provide a statistically significant result. As soon as that alert triggers, we’re able to make a decision on a winning ad and introduce a new one to replace the loser.
A second example: automated bidding takes up to 14 days to converge and lock, so we’ll set alerts when campaigns are coming out of learning mode. When ads are disapproved or payment methods fail, we can act on it immediately.
There are many other situations where alerts accelerate improvements.
Search Campaign Launch Procedure
May 4, 2020
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After a search campaign launch, most will require a day or two to develop serving momentum. Average-size campaigns usually require a few days to develop consistent serving patterns.
Once a campaign is launched and serving consistently, it’s now continuously generating valuable signals that allow us to optimize performance. Over 1 to 5 weeks we’ll maneuver the campaign into position for a transition to automated bidding.