Campaign Management

Venture capitalists have a saying: “Don’t bet on the horse, bet on the jockey”.

Smart, experienced investors know that the abilities of a company’s management are more important than a company’s technology. The same can be said for online marketing.

The most important success factor for successful, cost-effective online marketing is the capabilities of the people planning and managing a campaign: media buyers, campaign managers, and the entire AdOps team. It has become common for companies to focus on online advertising technology and the acronym or catch phrase of the day, e.g., DSP, SSP, RTB, programmatic, etc. But, these are just the “horses”. Online advertisers should bet on the jockey, not the horse.

We see an alarmingly high number of online advertising campaigns that are very poorly managed. Daily, we see these issues:

  • incorrect geo-targeting: ads running in the wrong country or wrong parts of a country
  • incorrect or no language targeting
  • no or poor frequency capping
  • no or poor contextual targeting
  • expensive media used when less-costly media would work as well or better
  • display ad campaigns set up and run like search word campaigns
  • no retargeting or poor use of retargeting
  • poor brand safety, e.g., famous brands on web pages with sexually-explicit or pirated content
  • How common are these campaign management issues?

We can usually find the above problems within five minutes of web surfing.

In fact, we have archives (screen shots, ad links, landing page URL’s) of hundreds of examples of the above campaign management problems — most of which involve famous brands using huge, famous media agencies to manage their online campaigns.

In all due candor, there is a profound lack of knowledgeable, well-trained, experienced AdOps and Campaign Managers in the industry, and this shows in how poorly most campaigns are set up, managed, and optimized.

We encourage online advertisers to run a test campaign with Globalis Media, to see the huge difference that expert campaign management can make in cost-performance and ROI on online advertising.