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How can you ensure ad operations and other teams are aware of campaign changes?

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Ad operations is a crucial function in the digital advertising ecosystem, responsible for managing, delivering, and optimizing online ad campaigns. However, ad campaigns are often subject to changes due to various factors, such as client requests, budget adjustments, performance issues, or technical errors. How can you ensure ad operations and other teams are aware of campaign changes and can act accordingly? Here are some best practices to follow.

本文章的要点总结

Maintain a change log:

A detailed record of updates provides transparency and helps everyone understand performance shifts. It's like leaving breadcrumbs to trace back any issues that pop up—smart, right?
Systematic verification:

Before any campaign change goes live, test it out. It's like a trial run for your ad—it ensures everything runs smoothly and meets your goals without any surprises.

本摘要由 AI 和以下专家提供支持

Kat Sale

Co-Founder at House of Performance |…
Slava Gorovoy

AI Business Visionary I GenAI…

1 Communicate clearly and promptly

The first step to ensure ad operations and other teams are aware of campaign changes is to communicate them clearly and promptly. Whether you use email, chat, or a project management tool, you should inform all the relevant stakeholders about the nature, scope, and impact of the change, as well as the expected timeline and action items. You should also provide a rationale for the change and how it aligns with the campaign goals and strategy. Avoid using vague or ambiguous language and always confirm that the message has been received and understood.

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Kat Sale

Co-Founder at House of Performance | Maximising Paid Ad ROI for Ambitious Brands
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Yes always communicate, but also keeping a log of any key change is crucial. There is the change history in platform, but a good old manual log allows you (and everyone else) to easily when things were done, so everyone can understand any changes in performance.

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Slava Gorovoy

AI Business Visionary I GenAI Enthusiast | Innovation Thought Leader I CX Strategist | I Harness AI and Big Data To Generate A 200% Increase in Brand Loyalty
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Effective communication is the linchpin for seamless coordination and collaboration, fostering an environment where campaign adjustments can be swiftly acknowledged and implemented. Utilizing efficient communication channels, such as dedicated platforms or team meetings, ensures that all stakeholders are kept in the loop regarding campaign modifications, whether they involve strategic shifts, creative adjustments, or real-time optimizations.

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2 Document and track changes

The second step to ensure ad operations and other teams are aware of campaign changes is to document and track them. You should have a centralized and accessible place where you can record and update all the changes that occur during the campaign lifecycle, such as a spreadsheet, a dashboard, or a report. You should also assign a unique identifier to each change and link it to the original campaign plan and the updated one. This way, you can easily monitor and measure the effects of the changes and ensure consistency and accuracy across the campaign.

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Slava Gorovoy

AI Business Visionary I GenAI Enthusiast | Innovation Thought Leader I CX Strategist | I Harness AI and Big Data To Generate A 200% Increase in Brand Loyalty
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Implementing a robust system for documenting campaign alterations, whether they involve budget adjustments, creative modifications, or strategic shifts, provides a comprehensive and easily accessible record. This not only facilitates transparency but also serves as a reference point for teams to understand the evolution of a campaign over time. By incorporating tracking mechanisms, such as version control or project management tools, teams can efficiently monitor changes, identify contributors, and manage workflows effectively.

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3 Collaborate and coordinate with other teams

The third step to ensure ad operations and other teams are aware of campaign changes is to collaborate and coordinate with them. You should involve other teams that are affected by or involved in the change, such as sales, creative, analytics, or technical support, and seek their input and feedback. You should also align your workflows and processes with them and establish clear roles and responsibilities for each team member. You should also communicate regularly and proactively with them and resolve any issues or conflicts that may arise.

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Slava Gorovoy

AI Business Visionary I GenAI Enthusiast | Innovation Thought Leader I CX Strategist | I Harness AI and Big Data To Generate A 200% Increase in Brand Loyalty
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By fostering open lines of communication and creating a collaborative culture, teams can share insights, updates, and modifications seamlessly. Regular team meetings, project management platforms, and cross-functional collaboration tools facilitate real-time discussions, enabling swift dissemination of information regarding campaign changes. In the service operations realm, where interdependence among teams is common, fostering a culture of collaboration enhances agility, responsiveness, and overall efficiency, ensuring that campaign changes are communicated effectively across the organization.

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4 Test and verify changes

The fourth step to ensure ad operations and other teams are aware of campaign changes is to test and verify them. You should always check that the changes have been implemented correctly and that they do not cause any errors or discrepancies in the campaign delivery or performance. You should also verify that the changes are compliant with the client's specifications and the industry standards and best practices. You should use appropriate tools and methods to test and verify the changes, such as ad servers, tag managers, or quality assurance platforms.

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Slava Gorovoy

AI Business Visionary I GenAI Enthusiast | Innovation Thought Leader I CX Strategist | I Harness AI and Big Data To Generate A 200% Increase in Brand Loyalty
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It is crucial to conduct thorough testing to assess the impact on various facets of the campaign, such as performance metrics, user experience, and overall functionality. This proactive strategy not only helps identify potential challenges but also allows teams to make informed decisions based on reliable data. Implementing a systematic verification process ensures that changes align with the intended objectives and do not inadvertently disrupt other aspects of service operations.

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5 Report and evaluate changes

The fifth step to ensure ad operations and other teams are aware of campaign changes is to report and evaluate them. You should provide regular and comprehensive reports on the status and results of the changes to all the relevant stakeholders, such as the client, the management, or the other teams. You should also analyze and interpret the data and metrics to assess the impact and effectiveness of the changes and identify any areas for improvement or optimization. You should also solicit and incorporate feedback from the stakeholders and use it to inform future decisions and actions.

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6 Learn and improve from changes

The sixth and final step to ensure ad operations and other teams are aware of campaign changes is to learn and improve from them. You should review and reflect on the whole process of managing and implementing the changes and identify the strengths and weaknesses, the successes and failures, and the lessons and insights. You should also document and share your findings and recommendations with the other teams and use them to enhance your skills, knowledge, and practices. You should also celebrate and acknowledge your achievements and contributions and recognize and appreciate the efforts and collaboration of the other teams.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you ensure ad operations and other teams are aware of campaign changes?

1

2

3

4

5

6

7

1 Communicate clearly and promptly

2 Document and track changes

3 Collaborate and coordinate with other teams

4 Test and verify changes

5 Report and evaluate changes

6 Learn and improve from changes

7 Here’s what else to consider

Service Operations

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How can you ensure ad operations and other teams are aware of campaign changes?

1

2

3

4

5

6

7

1 Communicate clearly and promptly

2 Document and track changes

3 Collaborate and coordinate with other teams

4 Test and verify changes

5 Report and evaluate changes

6 Learn and improve from changes

7 Here’s what else to consider

Service Operations

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