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