Making Changes to the Campaigns

Leave Changes to the Campaigns to Blastoff Advertising

We ask clients not to directly make changes to the campaigns that Blastoff Advertising is managing. If a PPC campaign change is needed, please contact us by email, text, or phone and let us know what you would like adjusted.

Any time we spend handling or discussing requested changes to the campaigns is complimentary. We want clients to feel comfortable bringing us suggestions, questions, or concerns. Clients often have valuable ideas because they understand their business, products, services, customers, and sales process so well.

When a client suggests changes to the campaigns, we review the request through our PPC management process and apply the campaign logic, timing, testing, and platform experience needed to decide how it should be handled.

Why Some Campaign Changes Should Be Scheduled

For example, a client may send new ad copy they are excited about because the messaging emphasizes a feature that has been in development and is about to be announced.

We may prepare a mock-up of new ads, adjusted to fit the format and character limits required by Google and Microsoft, and send them to the client for review. However, we may recommend waiting before introducing them into the campaigns.

The reason for waiting may be that we are already running a series of split tests on the current ads. Based on the campaign budget, there may not be enough statistically useful data to identify a winning ad for another three weeks. If we add the new ads immediately, it could wipe out a month of split testing and make the results harder to interpret.

In that situation, the client may agree to let the current split test finish. Once the winning ads from the current cycle are identified, the new ads can be introduced and tested against the previous winners.

PPC Campaign Change Requests Vary

PPC campaign change requests can take many forms. Some are useful suggestions that can be implemented immediately. Others are good ideas that should be scheduled so they do not interfere with testing, tracking, campaign learning, or other active optimization work.

Some requested changes may run counter to what we know from PPC management experience. A surprising amount of what works in PPC is not obvious from the outside. Some decisions are counterintuitive, and there are many hidden issues that can affect performance if changes are made too quickly or without enough context.

For that reason, before taking on a new client, we ask that they allow Blastoff Advertising to manage the campaign directly and agree not to make account changes on their own. Instead, send us the desired change. Those requests are handled off the clock, and we will either make the change, schedule it, or explain our reasoning for a different approach.