Don Seaberry – Director of SEM
Time management is the key to productivity.
But, I maintain that time management is also the key to efficiency as it relates to digital marketing campaigns.
Let me repeat that one more time for emphasis. Time management is also the key to efficiency as it relates to digital marketing campaigns.
Human nature is often to take the path of least resistance. It is uncomfortable to deal with things that we view as broken or problematic. We bask in our perceived successes and just ignore problems. It just feels better.
That is a bad approach to life and it is a bad approach to digital marketing. A problem doesn’t disappear because we ignore it. It tends to fester. Before we know it, we end up with a mountain that could have been dealt with while it was a mole hill. This approach in digital marketing leads to broken campaigns and wasted dollars. So, I propose a different approach to time management as it relates to digital marketing campaign management.
1. Spend 60% of your time on the parts of your campaign that perform the worst. Study. Use the Internet to find posts from others who have dealt with the same issues in campaigns. Put a plan in place to test options. Track the changes in performance until you find the approach that works. You will make the campaigns better and you will become a better campaign manager.
2. Spend 25% of your time on the parts of your campaign that either under-perform or have average performance. Look for inefficiency, i.e., keywords that drive spend but not conversions, poor performing ad groups, ads with poor CTR, etc.. Make optimizations to correct those areas. You will make the campaigns better and you will become a better campaign manager.
3. Spend 15% of your time on maintaining the elements of your campaign that perform the best. This is your mantra. If it’s not broke, don’t fix it. Study those elements of the campaign and see what you can learn from them. See if you can apply that information to optimizing the under-performing elements of the campaign. You will make the campaigns better and you will become a better campaign manager.
At the end of the day, it is all about continued learning and growth. In digital marketing, we have to face challenges in order to improve campaigns. Our most important asset is time. Let’s make sure that we use it wisely.