FAQs

Q: Sharing Google Analytics 4 (GA4) Access

Sharing Google Analytics 4 (GA4) Access We utilize Google Analytics 4 ('GA4') for a number of purposes: Testing and monitoring conversion tracking. Monitoring engagement metrics, and Understanding paid traffic flow landing on and traversing sites. Analyze web pages for conversion efficiency issues. To share access to Google Analytics, please login at analytics.google.com then: Login at analytics.google.com then: Navigate to GA4 then select Admin (lower left, gear icon) > User Management > Add User (+ sign in blue circle, upper right) Add the email address listed below by selecting the + sign in blue circle (upper right corner). Please be sure to grant "Administrative" level access. In Google Analytics, the term "Administrative User" is a bit of a misnomer; it does not make us the 'owner' of the account. Without 'Admin level' access, we won't be able to connect Google Analytics 4 to Google Ads, or complete other essential tasks.

Q: Sharing Google Search Console Access

How to share Google Search Console access Formerly known as Google Webmaster Tools, Google Search Console (GSC) access helps Blastoff Ads perform a number of PPC campaign management activities: Observing organic search queries for infrequently-used, long-tail queries. These queries may be useful in expanding a PPC campaign's keyword base. Monitoring search engine spider (crawl) stats, which informs our quality score (QS) optimization workflows. Monitoring search engine crawl duration and frequency, to detect issues that may impact PPC quality score, such as overly large images on the site. GSC 3rd-party access may be granted provisionally by a PPC Ad account owner: Please share access to Google Search Console by logging in at search.google.com/search-console , then navigate to "Settings" (lower left, gear icon) > User & Permissions > Users > Add Users Add the email address below as a "User" Please be sure to select “Administrative” level access, otherwise, we will need to revisit this later. This does not make us the owner of your GSC account, and access remains provisional. If you do not presently have a GSC account, we can create one for you and designate you as the owner. It may be necessary for us to send you a verification code to install on the homepage.

Q: What ad campaign deliverables will I see?

After onboarding is complete we will provide a project plan timeline including ad campaign deliverables, tasks and milestones. During campaign development, we'll provide updates on ad campaign deliverables as appropriate. Once the campaign(s) are launched, you'll have full access to view all aspects of the campaign, which becomes your intellectual property. After campaign launch you'll receive regular campaign performance reports. The reporting system is Blastoff Ads intellectual property, augmenting and remaining consistent with the standard reports available from Google and Microsoft. Our reports provide additional metrics and summarize campaign performance information more consistently. They report cross-platform so you'll be able to see the rationale behind our ad allocation decisions between the two platforms. Any significant budget allocation or recommendations will be explained by referencing the reports.

Q: Timeline for the project?

Will there be a timeline for the project? Yes, we build project timelines showing workflows, durations, and milestones at the start of a project. The steps for building each type of campaign, and related services are described in detail on the "Services" main menu choices on this site.

Q: Track digital ad project status?

We manage digital ad project status using the Wrike project management system. We'll typically send Gantt chart timelines embedded within a pdf slide deck. Gantt charts show the project workflow as a diagram, including the status of the project's current phase of work and impending milestones. Blastoff Ads is continually monitoring the performance and status of your project. We set dates for project milestones and deliver projects on schedule. If you need to check the ad project status, reach out for an update. A provided Gantt chart will show timelines depicting where an advertising campaign project is in the overall development process.

Q: What information do you need when onboarding a PPC project?

When onboarding a PPC project, the first email clients receive is a set of "onboarding" action requests. Typically, these are links to step-by-step instructions for sharing access to advertising and analytics accounts. Usually, access to accounts can be shared in a few minutes without issue. If problems are encountered, we are available to assist. Some examples of accounts we may request access include Google Ads, Microsoft Advertising, Google Analytics, Google Search Console, Microsoft Search Console, Google and Microsoft Merchant Centers, Google Tag Manager, and related accounts. Note, access to key accounts is made using agency multi-client accounts, which is time-efficient while protecting both the client's and agency's best interests.

Q: What’s the project update interval?

Update Intervals Project update interval varies depending upon the vertical market, urgency of the project in relation to the client's business, and the phase of work that campaigns are in. When campaigns are in design, PPC client communications typically include some informal email back and forth to resolve open issues, and weekly to bi-weekly project timeline/milestone updates; they're built into the schedule for each project as milestones. Once campaigns are launched, during course optimization, typically twice a month. For campaigns under longer-term performance management, we send our performance management reports and slide decks monthly. Blastoff Ads is always reachable to clients by phone, email, or social media to respond to questions and requests.

Q: Where to set PPC ad spend?

Navigating ad spend for meaningful results. We recommend spending enough to generate at least 20 clicks per day in most markets, in order to accumulate statistically meaningful data in each 24-hour period. The daily spend is the number of clicks times the average cost per click. So, the question becomes what is the average cost per click (CPC)? CPC is dependent on quality scores, competitive bidding pressure at the time of an auction, and where the platform sets the minimum bid. Once a campaign is known to be profitable, an advertiser will likely want to raise their daily ad spend become it is generating a profit. A number of considerations come into that, and it's the subject of other FAQs. This FAQ addresses where to set the initial spend at launch, for a new or re-engineered campaign. Our tools estimate CPC's, but they are only approximate levels. Before launch, we will likely be able to provide a CPC estimate within ~±15% of actual. Most new campaigns develop higher quality scores as they run, so the minimum recommended ad spend will decline after launch as a campaign runs, undergoes post-launch optimization, and settles into a serving pattern.

Q: Which search engine queries?

What are the search queries used to find your products or services? Which search engine queries find your product or service?". This is usually something that can be pulled together quickly. We'll take it from there. Why is this question important? Won't your keyword research tools tell you this? This exercise is primarily to guard against us missing an obscure search query or method which is not obvious, that you (being in the business) may be aware of. It's designed to ensure we end up with stronger search query coverage built into a new campaign. Your responses do not need to be perfect; almost certainly will find them all anyway. As a new campaign is optimized, keyword base expansion will catch the outliers. So don't be too concerned if you miss something - we'll find all related keywords over time. How much information on search queries should I provide? Usually this list will amount to 10 to 30 search queries; sometimes more and occasionally less. If you don't know the search queries or only know of a few - that's ok, send them across; we'll find all of them.

Q: Will you bid on an RFP for a project?

It depend on if it's a good fit. When deciding whether to bid on an RFP, we treat it like any other incoming project. If it looks like a good fit for us then we may choose to submit a proposal in response. Typically, RFPs are issued by large, slower-moving organizations and bureaucracies such as governmental entities, military contractors, and large businesses in lagging business sectors. Their project requirements may, or may not be a fit to an agile, fast-moving, responsive PPC agency but frequently not. We do give all RFP's a serious look before deciding whether to participate.

Sharing Google Analytics 4 (GA4) Access

Sharing Google Search Console Access

What ad campaign deliverables will I see?

Timeline for the project?

Track digital ad project status?

What information do you need when onboarding a PPC project?

What’s the project update interval?

Where to set PPC ad spend?

Which search engine queries?

Will you bid on an RFP for a project?

Our attention to detail guarantees that every aspect of your campaign is optimized for success. Experience the difference that our custom-engineered, systematic approach can make in your PPC advertising account.

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