“All things are difficult before they are easy.”

Thomas Fuller

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.

LOWER SPEND

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.

SET ALERTS

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

6 Comments

  1. rodnitzky July 5th, 2012

    Four Pre-Vacation Display Campaign Priorities http://t.co/ZFImZKNF

  2. Norm July 5th, 2012

    Lowering spend will also happen naturally I have found. As you said, people aren’t in front of their computers. You don’t have to lower the spend because they aren’t searching anyway! :)

  3. astein510 July 5th, 2012

    RT @rodnitzky: Four Pre-Vacation Display Campaign Priorities http://t.co/9J9BP8T9 cc: @khuyi

  4. toddmintz July 5th, 2012

    Four Pre-Vacation Display Campaign Priorities | PPC Associates Blog http://t.co/X64CJ3ws

  5. ThinkFirstWeb July 5th, 2012

    Four Pre-Vacation Display Campaign Priorities http://t.co/2MEHcbDo

  6. rodnitzky July 6th, 2012

    Four Pre-Vacation Display Campaign Priorities – “All things are difficult before they are easy.” Thomas Fuller Summe… http://t.co/3FeMaXO8

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Sean Nowlin
Sean Nowlin has worked in the sales and marketing industry since 2000. Before joining 3Q Digital in February 2012, he spent three years running display campaigns for Progressive Insurance, a top-10 digital advertiser. Sean’s display expertise consists of managing premium publisher relationships, ad networks, Demand Side Platforms, ad verification, and Online Behavioral Advertising compliance. He has a B.A. in Marketing from Cleveland State University and an M.B.A from Weatherhead School of Management – Case Western Reserve University. Sean enjoys spending time with his wife and two children, loves technology, and is a die-hard Cleveland sports fan (Indians, Browns, and Cavs). Sean's insights on display have appeared on several well read outlets, including SearchEngineJournal.com, AdRoll.com, and Retargeter.com.