Why “Set It & Forget It” is Detrimental to Your Digital Marketing


While searching online for a local company during the week before Christmas, I was shocked to see a paid search ad running “Thanksgiving Specials.” Not only does this reflect poorly on the business, it’s also a waste of valuable ad dollars during what is traditionally one of the busiest times of the year in the automotive business.

Digital Marketing

Here are two steps that can be taken to keep digital ad copy relevant and timely during periods like this:

  1. Just like the milk in your refrigerator, Google Adwords campaigns have expiration dates. Expiration dates are critical to any time-sensitive Adwords campaigns. Expiration dates can line up with the calendar month or the deadlines set by manufacturer incentive offers.

  3. Adwords extensions can help promote seasonal or promotional offers across all campaigns. Adwords extensions are customizable add-ons that are located below the normal ad copy. This tool can be used on a tight schedule to run special copy for a “this weekend only” offer. It’s also an effective way to make sure you don’t run year-end event messaging in the middle of July!

Using stop dates for Adwords campaigns is important, but the key element to any successful digital campaign is careful management. This means constant monitoring rather than a “set it and forget it” approach. Staying on top of your digital marketing campaigns throughout each month can ensure that you don’t end up with the turkey of an ad I encountered today.

About the author

John Paul Strong: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.


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