Blastoff Labs | Strategic Digital Advertising Specialists

PPC Campaign Performance

Search Campaigns Reporting Sources

Shopping Campaign Web Analytics

March 12, 2021 No Comments

To configure search campaign web analytics, we link the associated Web Analytics accounts with the PPC ads account(s). We also configure an Analytics profile that’s set up to support monitoring and analysis of the paid search campaigns.

This will include Google Analytics, Google Tag Manager, Google Search Console, Google Merchant Account, and similar Microsoft Advertising Accounts.

We may likely also request a login to the backend (Administrative access) area of your website.  Typically this is needed when we anticipate installing plugin’s such at the GTM plugin, or a call tracking plugin.

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Search Campaigns Reporting Sources

Video Campaign Web Analytics

March 12, 2021 No Comments

To configure video campaign web analytics, we link the associated Web Analytics accounts with the PPC ads account(s). We also configure an Analytics profile that’s set up to support monitoring and analysis of the paid search campaigns.

This will include Google Analytics, Google Tag Manager, Google Search Console, Google Merchant Account, and similar Microsoft Advertising Accounts.

We may likely also request a login to the backend (Administrative access) area of your website.  Typically this is needed when we anticipate installing plugin’s such at the GTM plugin, or a call tracking plugin.

Read More »
Search Campaigns Reporting Sources

Display Campaign Web Analytics

March 12, 2021 No Comments

To configure display campaign web analytics, we link the associated web analytics accounts. This will include Google Analytics, Google Tag Manager, Google Search Console, and any similar Microsoft Advertising accounts.

We may also request a login to the backend (administrative access) area of your website.  Typically this is needed when we anticipate installing plugins such as the GTM plugin, or a 3rd-party call tracking plugin.

Google Tag Manager places a container on your website which facilitates the installation, removal, and modification of other tags, without requiring modification to the site itself. Its capabilities go well beyond that.

Google and Microsoft search console account(s) contain organic search queries and search engine crawl data, along with other information that can be helpful to campaign optimization.

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Shopping Campaign Reporting

Shopping Campaign Reporting Setup

March 7, 2021 No Comments

Our shopping campaign performance management reports are designed to fit your eCommerce business objectives, product line(s), and campaigns. We include standard key performance indicators (KPI’s), or we can implement custom KPI’s most closely aligned to your business objectives. 

One difference with our shopping reporting is our segmented performance tables. Many shopping campaigns advertise thousands of SKU’s so it can be quite helpful to view performance in tabular form, with sorting.

Our tabular reports can be segmented and summarize performance by product line, ad group, product type, product group, or custom label parameter – whichever is most useful to your business.

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Campaign Report

Configure Video Campaign Reporting

March 7, 2021 No Comments

Before launching a video ad campaign, we’ll configure video campaign reporting.

Reports for video campaigns will be designed to fit your accounts, campaigns, and business objectives.

We include relevant charts along with summary key performance indicators (KPI’s), for the reporting period and compare them to the prior reporting period.

For video campaigns, as with display campaigns, we place more emphasis on engagement parameters since video campaigns can drive a higher percentage of traffic into the upper and mid-funnel.

Ad visibility, click and conversion data, and financial performance ratios are part of the reporting.

Video campaigns can sometimes also drive low-funnel traffic (conversions) directly. When that’s the case we also report on conversion performance and financial ratio metrics. 

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Google Search Campaign Reporting

Search Campaign Reporting Setup

March 7, 2021 No Comments

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.

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Adaptive Targeting

PPC Alert Monitoring

September 24, 2020 No Comments

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.

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Conversion Value Model

Conversion Value Setup For Search Campaigns

August 5, 2020 No Comments

Whether a search campaign is for lead generation or eCommerce, each type of conversion needs to be assigned a value.  

Here, we are focused on lead generation campaigns, which include the majority of search campaigns. For example, advertising a service business where leads (sales inquiries) are handled by a sales organization. We have a separate article about this topic for e-commerce search campaigns. 

By assigning a conversion value, we are able to measure the two most important metrics for a search campaign: ‘return on ad spend’, and ‘advertising margin’. Even more importantly, we are able to inform the automated bidding system in relative terms how valuable a conversion is. So the automated bidding will be more aggressive in bidding for more valuable conversions. 

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Display Campaign Reporting

Display Campaign Reporting Setup

June 5, 2020 No Comments

Display campaign reports are designed a bit differently because they drive the mid-funnel and high-funnel.  So the focus is shifted more towards engagement metrics versus conversions. This includes metrics like the number of pages viewed, average time on page, total time on site, and bounce rate.

Our display campaign reports also include key performance indicators (KPI’s), or implement custom KPI’s most closely aligned to your business objectives. Our reporting system pulls data from Google Ads and Microsoft Advertising real-time API interfaces to access campaign data.

In a display campaign, there is an increased emphasis on attribution, since display campaigns often serve to pull in upper and mid-funnel traffic, which can be overlooked when focusing only on conversions. But we also report on conversion performance and financial ratio metrics.

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Search Campaigns Reporting Sources

Configure Search Campaign Web Analytics

May 6, 2020 No Comments

To configure web analytics for search campaigns, we link to the associated analytics accounts during project onboarding. This typically includes Google Analytics, Google Tag Manager, Google Search Console, Google Merchant Center, and similar Microsoft Advertising Accounts.

We may likely also request a login to the backend (Administrative access) area of your website.  Typically this is needed when we anticipate installing plugins such as the Google Tag Manager plugin or 3rd-party call-tracking plugins.

Read More »
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CASE STUDIES

» Retailer Goes To #2 Nationwide

We created a baseline of the performance and segmented it by brand & model. Using our proprietary feed analysis tools …

» Video Campaigns Hit Home Runs

With the client’s permission, we resequenced the video content resulting in a 700% increase in …

» Search & Display Drive $50M

After optimization & moving to automated bidding, the account shows a 600% average return on ad spend …