PPC Search Ad Campaigns

Blastoff has experimented with and tested a number of methods for creating, improving, and optimizing ad copy.

Strong ad copy can improve search...

Learn how search campaign audience targeting, observation, remarketing, and exclusions can improve lead quality, reduce wasted spend, and boost PPC performance. In search ad campaigns we can also use remarketing lists as search audiences. This is known as 'RLSA', short for "Remarketing Lists for Search Ads". RLSA facilitates serving different search ads to those visitors who showed engagement in previous searches. RLSA allows the advertiser to follow a user as they navigate their sales funnel journey to a conversion. Not just through display remarketing, but on search engine result pages as well. Search campaign audience configuration is an important capability that shouldn't be neglected.

Optimizing a paid search campaign after launch is a two-phase process designed to maximize performance and use ad spend efficiently. In the first phase, we run manual bidding for two to five weeks. We refine the keyword base, harvest negative keywords, balance ad spend across ad groups, adjust bids, improve ad copy, and build the clean conversion data that automated bidding needs to function well. Once the campaign has accumulated sufficient conversion volume, we transition to automated bidding — typically Target CPA. We set an initial target with room to perform, watch for conversion stability, then gradually walk the target CPA down until we find the most efficient level the market will support. From there, optimization shifts to finer adjustments: keyword sculpting, audience bid modifiers, ad copy testing, and landing page alignment. For competitive campaigns, ongoing monitoring and refinement continue long after launch — keeping performance strong as market conditions and platform dynamics evolve.

In this video, Steve walks through five foundational elements that Blastoff Ads builds into every Google Search Ad campaign. These aren't advanced tactics for experts. They're the structural requirements that any serious search campaign needs to have in place before a search campaign is launched.

A strong keyword discovery process helps paid search campaigns start with better structure, clearer intent, and a more practical path for optimization. Learn why keyword base size, search volume, landing page alignment, and budget fit all matter when building PPC campaigns.

The ad group structure flows naturally from groups of words that are semantically related. This is one of the secrets to developing search campaigns with high "quality scores" (QS). When search campaigns are built around relevant groups of semantically related keywords, good quality scores follow.

By factoring, we organize the keyword base into ad groups around semantic relationships.  This is the process for creating a structured campaign – one with just keywords that mean the same thing in each ad group.

We then apply a workflow to assign keyword match types in a strategic fashion, to fit your market based upon an assessment of search intent.

Responsive search ads use machine learning to test headline and description combinations across search auctions. Learn how they work, where they can help, and why strong ad copy and ongoing optimization still matter.

The majority of search campaigns that we rebuild, initially do not have accurate search ad conversion tracking in place. In the era of automated bidding, full tracking coverage for all types of conversions is crucial to each search campaign’s success.

There is a reason for this – conversion tracking can be difficult to implement and test. At Blastoff Ads we go to great lengths to set up search ad conversion tracking with 100% coverage of all conversion events.

We spider your website to locate exposed email addresses, as they are “conversion tracking leaks”. We set up call conversion tracking if not present. Because conversion tracking is so crucial, we go to whatever lengths are necessary to achieve 100% conversion tracking coverage.

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.

Once a search campaign project is onboarded, we study your website, products, and services then begin our paid search competitor assessment.

• Identify the significant direct and indirect competitors.
• Familiarize with their products, services, and positioning in the market.
• Familiarize with advertising history, ad copy, ad spend.
• Identify significant competitive trends.