Search Ad Campaigns

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.

Ad Spend: A search campaign should generally be purchasing at least 15 to 20 clicks daily. Below that level, failure rates are higher.

Geo Targeting: Controls the locations where ads serve, and where they do not serve.

Bidding: Influences when a campaign participates in an ad auction, how it ranks in that auction, and which search results pages the ads may appear on.

Campaign Serving Schedule: We start most campaigns to serve 24x7x365. This creates a baseline that can later be used to optimize the serving schedule.

Ad Rotation: Responsive search ads, or RSAs, can be rotated and reviewed to support ad copy testing and performance optimization.

Search campaign conversion tracking is crucial to success. PPC conversions are meaningful events including sales transactions, form fill submissions, phone calls, and other meaningful actions.

PPC campaign conversion tracking provides visibility into campaign performance. But the more important benefit to advertisers results from the conversion metadata being fed back into the campaign's machine learning algorithm. Conversion metadata is the fuel for automated bidding.

When properly configured and optimized, machine learning will lift most campaigns to higher levels of performance.

After a search campaign launch, the first few weeks are focused on monitoring serving patterns, refining keywords, checking conversion tracking, and preparing the campaign for stronger performance through automated bidding.

Optimized automated bidding allows PPC platforms to adjust bids based on conversion probability, available signals, and estimated conversion value. This article explains how automated bidding fits into paid search campaign optimization.