Goodbye For Good Standard Text Ads
Last week, Bing Ads officially announced that on July 31st, 2017, it will end support for creating new and editing existing standard text ads.
With the start of the new year, most of us usually make some sort of New Year’ resolutions. Whether that is to lose weight, eat healthier, or get more organized, we usually enter the new year full of hope that we can make changes that can help us be better than we are. PPC account managers are no different. On the first day of work in the new year, I sit down at my desk and look at the first page on my calendar and realize how much promise lies in the next 12 months. As an account manager, there is so much I want to do and learn in a year, that it can be a bit overwhelming. Below are the top 5 resolutions I hope to accomplish as a PPC manager in 2017.
As most PPC account managers know, there is a ton of industry news available to us at any given time. The challenge has always been finding the time to stop and read up on it. The longer I’m in this industry, the more I realize that keeping up on industry news is not a choice, but a must take initiative. Therefore, in 2017, I will be making an effort to schedule out the time to accomplish this goal by adding it as a calendar item. That way, I’m sure to at least find some time during a busy week to stop and catch up.
This is a resolution that is going to be challenging for me. Whenever I hear about new betas that my clients are eligible to participate in, I immediately get excited about the possibilities that lie ahead. However, saying that I’m going to implement these betas and actually doing it are two different things. Oftentimes, other things going on in the account sidetrack me and I don’t pause to implement something that could be potentially helpful to that account. It’s important to acknowledge that not every beta is useful for every account, but this year I am going to focus on choosing the right betas for my accounts and get them up and running.
This is one that comes up often for me and could really be a huge help. With so much happening within the different accounts I manage, I often find myself pivoting off of one task and jumping to another before completing the first. Sometimes, this is absolutely necessary. Other times, I could have finished that first task before hopping onto something else. With that said, a lot of co-workers have had success using time tracking apps that keep you focused on one task before moving to another. I think that’s something great to test out, as it can really help me find extra time in my day by remaining efficient.
It used to be that Google and Bing were the two main platforms that you needed to worry about when it came to account management, but over the past several years we’ve seen many other platforms emerge that are becoming important to the accounts that we manage. Sometimes, I feel limited with these platforms, as my knowledge of them isn’t nearly as vast as my knowledge on the others. This year, I am going to take this a level deeper and learn more about additional platforms, as it might really help account growth.
This is a big one. It is so easy to get caught up in the weeds of day-to-day account management that we take our eye off the overall account strategy. This year, I am going to take the time to pause and make sure that I place a strong focus on the strategy behind the account and that I articulate that strategy to all who are involved in the account. It’s important to remember that others hire us to manage their accounts mostly for our strategic perspective and insight. If we get too caught up in our daily tasks, we can lose focus on strategy.
With all that goes on in the day of a PPC account manager, it is nearly impossible to have your finger on the pulse of everything new. But my resolutions above will help me stay on top of important industry news, manage my time more effectively, master new platforms, try new betas and keep my eye on account strategy. All of these resolutions together will help me be a better account manager and bring more value to the accounts that I manage. Will I accomplish all these resolutions right away? Of course not. But it is certainly something to aim for this year. With that said, I wish you all a happy and successful new year, full of account wins and key learnings!
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