Paid campaign managers have to be both strategists and tactical problem solvers, especially when challenges occur for the overall campaign. Consultants can help by adapting quickly to shifting campaign landscapes, whilst also focusing on client objectives and safeguarding against challenges before they occur. The most effective strategies combine identifying issues before they occur as well as being able to proactively resolve challenges before they significantly impact performance. It’s a fine balance where paid media consultants shine, providing you with an additional set of eyes on the account and strategy whilst also using our expertise to prevent challenges from happening where possible, and resolving them quickly should they occur.
If you’re managing your own paid media and wondering why results have plateaued, it may be time to shift your approach. Or, if you need a partner to help you make that shift, we’re here for that too. Contact our Performance Marketing Consultants today.
Reactive and Rapid Diagnosis of Challenges
A large risk when managing paid media campaigns is that challenges occur without prior warning, and then there is a scramble to find solutions before larger issues impact campaign performance. Using a paid media consultant ensures that monitored frameworks are established that go beyond basic or common campaign metrics. These are then combined alongside these metrics for enhanced campaign monitoring, which in turn can prevent a number of issues before they become major challenges that can impact overall campaign performance. This could be from algorithm changes, market shifts, internal factors or the bidding competitor landscape, and this monitoring is vital to prevent issues escalating into major problems.
Paid media consultants can help in all avenues, but this is particularly effective for campaigns that are outside of an in-house role at agency level. Both of these management structures can be enhanced with a specialist consultant, as automated alerts within the campaign metrics, as well as manual audits, can provide an extra set of reviews on the campaign. This is then used to flag potential issues before they become a major issue that could have a great impact on overall campaign performance.
Mitigating Common Issues Before They Become Major Challenges
Common issues can be pitfalls in paid campaigns, and this is one of the most proactive ways to steer campaigns through challenges. This effectively stops them before they can even happen, which allocates more time to tackle urgent issues, which sometimes are unfortunately completely unavoidable. With issues such as changes in the market, this is particularly important as you will have to work ahead of time to anticipate these changes and ensure that the strategy adapts to account for this shift in market trends.
Strategic Changes and Campaign Adjustments
Structured decision-making processes are important in terms of preserving learning opportunities whilst also implementing rapid campaign adjustments. This also needs to be carefully measured so that campaign performance isn’t hugely affected, especially if drastic changes need to be made at the account or Ad level. This could involve implementing a measured and staggered approach or a gradual shift of campaign budget allocation, but can also extend to reviewing conversion rates and making recommendations to stakeholders based on market insights and clear market shifts. Paid media consultants also keep well-up-to-date on current trends as well as sudden issues such as policy changes for Ads Platforms or compliance.
The Proactive Approach With Consultancy
Traditional campaign management is often managed in a reactive way, addressing issues as they arise and making adjustments after these issues occur. Paid media consultants establish proactive frameworks that work to anticipate challenges before they have a chance to impact performance. Additional external audits of existing campaigns are invaluable in identifying opportunities and potential issues that internal teams can overlook. This also includes examining existing performance data and expert insights into market trends and using campaign monitoring with tools and by manual review to achieve a proactive approach to campaign management.
We help by delivering the following:
Utilising our proprietary methodology, we deliver a root and branch review of your setup, including recommendations.
From full-scale strategic development to tweaks of your existing strategy, we can help accelerate your progress.
Utilising the most up-to-date tools in the market, we keep track of your nearest competitors so you’re never in the dark.
Take time to develop a snapshot of your Performance Marketing setup, with an in-depth action plan to resolve any issues.
Industry Insights and Reacting to Algorithm Changes
Algorithmic changes are one of the most significant challenges that digital marketers and paid media campaigns face today. Platform algorithms constantly change, and this can dramatically impact performance. Knowing or predicting when algorithmic changes are about to occur is the final piece in the puzzle to anticipate challenges and large-scale issues before they occur. Consultants have deep relationships with platform providers and are provided with information ahead of time of large-scale changes, which can then be used to influence campaign strategy. Our industry knowledge and insights also help to ensure that we are fully up-to-date on any major changes that may occur, and we can then be informed should the industry be made aware of severe changes that are impacting performance across industries or in your specific market sector.
Cross-platform evaluation is also critical, as platform providers often mirror each other with major changes or new updates to their platforms. Working across multiple vertices and marketplaces provides a comprehensive knowledge of any changes that may have occurred as well as relationships with other professionals who may have identified a trend before it becomes widespread and becomes a notable challenge to campaign performance.
Rapid and Comprehensive Resolution of Challenges When They Occur
Although consultation provides you with proactive planning and additional campaign management, unexpected challenges are going to occur at some point. It’s imperative that these are dealt with swiftly and that a comprehensive resolution is put into place before these challenges become widespread problems with campaign performance. Diagnostic expertise ensures that root causes are identified rather than treating symptoms. With sudden campaign deterioration, it’s a common route to follow to assess common metrics, but these aren’t necessarily the root cause of the problem, and these metrics may not be able to be rectified quickly.
Consultants provide you with additional support to dig deeper, and we will examine a wide range of issues quickly to provide an effective resolution of challenges when they occur. We will rapidly deploy our expertise to solve urgent issues as well as anticipate common problems and being able to deploy methodologies and tweaks to campaign strategy to navigate through these challenges. Data-driven decision-making under pressure is extremely important, as paid campaign challenges can be stressful and require a series of quick decisions to rectify before they become large-scale problems. This additional level of support protects you should something serious go wrong and then ensures that lessons can be learned after the issue has been resolved to further prevent issues from occurring in the future.
Work With a Consultant to Streamline Your Campaigns
If you’re managing your own paid media and wondering why results have plateaued, it may be time to shift your approach. Or, if you need a partner to help you make that shift, we’re here for that too. Contact our Performance Marketing Consultants today.