Google Search Ads Campaigns

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.

Search campaigns benefit from high-performance landing pages. Conversion rate optimization (CRO) feedback can lead to improved landing page conversion performance. We use Google Analytics 4 (GA4) metrics and Heatmapping analysis to study traffic flows and engagement on your site.

Typical changes we might suggest for search landing pages might include:

• Changing the placement or flow of content.
• Transforming long "walls" (blocks) of text into bullet lists.
• Simplifying forms to increase the likelihood of conversion.
• Strengthening the central value proposition and features/benefits.

The quality of the keyword base generated for a search campaign influences how well a campaign performs. The keyword base is the foundation.

•We spider the competitor sites identified during our “PPC competitive research” process.  We also spider your site and landing pages to extract and filter keywords that go into a "keyword bucket" as shown in the diagram. 

•While locating direct competitors, we also familiarize ourselves with their products and/or services. We take note of competing advertiser positioning, messaging, offers, and trends.

•We then expand the number of keywords discovered using proprietary software tools until we've developed a comprehensive keyword base. 

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.

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

Our small team develops high quality ad copy in multiple refinements with all team members participating over multiple days. The ads go up on a wall-mounted TV during review and brainstorming sessions. This method of developing copy consistently delivers superior ad copy.

It is important to recognize that the purpose of a search ad is not to completely sell the customer on your service or product. The purpose of search ad copy is to intrigue the customer to click on your ad, instead of the adjacent ads from your competitors.

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.

After a search campaign launch, most will require a day or two to develop serving momentum. Average-size campaigns usually require a few days to develop consistent serving patterns.

Once a campaign is launched and serving consistently, it's now continuously generating valuable signals that allow us to optimize performance. Over 1 to 5 weeks we'll maneuver the campaign into position for a transition to automated bidding.

Most paid search campaign optimizations require 2 to 5 weeks to complete after launch. This is the point at which we transition most campaigns onto automated bidding. Simpler search campaigns, and campaigns operating in business sectors with limited competition, can sometimes be optimized in a week or two.

During the manual optimization period, it's not unusual to make significant advances in performance as we become more familiar with the nuances of how the campaign serves. As a search campaign is optimized, the resulting data becomes more useful to split-test and compare changes.

Some clients operate in highly competitive markets, and their campaigns are mission-critical. They often can continue to benefit from attention to optimization after the campaign is transitioned onto automated bidding. This can occur daily, weekly, or based upon performance.

We set up search campaign reporting to "roll-up" (summarize) all search campaign metrics on a single-page report, as shown in the diagram.

Reporting is a crucial aspect of managing campaigns for PPC advertisers. Most of our clients receive reports that are generated monthly, detailing performance in the current period vs previous periods, and highlighting work on ongoing challenges/issues.

Rollup pages are accompanied by reporting pages for each individual search campaign. These go into more detail.

Search campaign performance management includes alert monitoring. We're alerted in real-time whenever campaigns run into problems with disapprovals, platform outages, payment issues, and other critical issues.