Four Pre-Vacation Display Campaign Priorities
Published: July 5, 2012
Author: Sean Nowlin
“All things are difficult before they are easy.”
This guy prepped well enough to enjoy his holiday.
Summer is well underway, and many people have taken their vacations or are planning to do so soon. Getting ready to leave the office can be as stressful as planning the vacation itself. But the July 4th holiday got me thinking: how many people take the day off, come in the following day, and act like they never were out of the office? Even one day off can sometimes lead to big headaches later. I thought of a few tips that can help display account managers lessen the risk and enjoy a much-deserved day off.
LET EVERYONE KNOW
This seems like a no-brainer. But lone days off from the office tend to come and go very fast. Changing outgoing voicemail messages or setting out-of-office replies are low on the priority list for most. Even when most people are out of the office at the same time (like July 4th), it’s still good practice to inform your partners and clients of the absence. Do this if for no other reason than to keep you consistent.
Since most people share major holidays, it’s a good idea for display advertisers to dial back spend where possible. It doesn’t make much sense to spend money looking for conversions when not many people are in front of their computers. Think about lowering spend on all strategies with the exception of retargeting. If you work with display partners, ask them to do the same.
If you don’t already do so, consider setting alerts where possible. Some systems allow for a pacing threshold alert. If this is a part of your platform, use it. You will thank your lucky stars if delivery decides to go haywire on the most unlikely of occasions.
MENTALLY PREPARE TO RELAX
If you’re like me, it’s very difficult to leave work back at the office — even for one day. But if you prepare enough, there is no reason not to enjoy the time off. Make sure you set the away message and pace campaigns accordingly. Then enjoy a holiday with family and friends.
To paraphrase Thomas Fuller’s quote above: Do the hard work first, and then enjoy taking it easy.
– Sean Nowlin, Senior Display Media Manager