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: As owner of Strong Automotive Merchandising, a company that increases traffic up to 1,000% for dealerships, Strong lives by the simple concept that your attitude affects your success. Without a positive mind set he would not have been able to grow the company over the last decade from just 10 to over 80 full-time employees. The rapid growth is thanks to his ability to keep the company on the forefront of technology, market changes and an infectious talent to motivate and keep employees striving to fulfill their potential. His beginnings in direct mail gave him the tools and skills to develop incredibly successful marketing plans. From there he moved on to traditional forms of media and has now mastered the dynamic world of digital and social media advertising. With over 150 dealers to please, Strong takes a hands-on approach and personal attention to detail in all aspects of marketing strategies. His expertise in plan development gives him a keen sense on how to maximize a dealer’s budget and ultimately increase their bottom line. Strong is a passionate speaker in the automotive industry. He has authored two books on creating next day traffic. He graduated from the Executive Education Program at the Harvard Business School. Strong received a B.A. in Communication Studies from the University of Montevallo. He lives with his wife and three children in Homewood, Alabama.


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