I once moderated a focus group for Google where we split the participants into two groups: small agencies and large agencies. One key difference I saw between the groups was their willingness to share best practices.
The small agencies seemed reluctant to share for fear of giving their competition an edge. The larger and more successful ones were openly sharing because they thought that today’s big insight would be old news soon, so they might as well share it and build up their own credibility in the process.
In that vein, as another year comes to an end, I’d like to share some of the things I’ve learned in 2014 in the hopes that you might benefit from it in your campaigns.
1. Automation Fosters Creativity
Chatter about account automation continues to grow in the industry. Two years ago, I was the only person at conferences speaking about the power of AdWords Scripts for automating rote tasks – today, there are entire sessions devoted to scripts, like the one I will be speaking on at SMX West in March.
It’s clear that advertisers realize some level of automation is required to remain successful in online marketing. We’ve certainly seen this at SalesX, where we went from spending a lot of time manually doing routine maintenance, to leveraging automation monitored by account managers to free up their time to get creative. With the time they’ve regained, they’ve moved beyond the basics of account management and developed new strategies to move accounts forward.
I’ll share some of those insights later, but the larger point is that when you hire smart people, you should enable them to be creative, and not waste their limited brain cycles on menial tasks that can easily be automated.