Keep Your Eye on the Ball
Can’t believe it’s been months since my last entry. Busy, busy, busy…
I wanted to mention how important it is to keep a vigilant eye on your accounts at all time. We had a recent experience where a team member goofed a bid. Big goof. Overnight, we blew through thousands of dollars. Poof.
Protect yourself. Set daily spend limits. Get a regular review cycle set up so that the inevitable screw-up is caught sooner rather than later. No amount of automation can prevent the introduction of human error. The best thing you can do is use automation to hedge your exposure and develop a process to ensure that it’s all working the way it’s supposed to.
Now, we did those things, but clearly, we didn’t do it well enough. Spend limits (which we only use for this purpose) were too loose. Our process had holes in it. We’re going to call this an expensive lesson in refining those things.
My advice is to do some scenarios in your head. What ifs. What if someone forgot a decimal point? What if your security was intentionally breached? What if a test ad went live? How would you catch those things? If you’re a serious operator, any one of those could be potentially disastrous.
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