We Developed “The Missing Alert System”
Our internal electronic alert distribution system brings everything from variation in key metrics, to ad or credit card disapprovals to our attention.
We are notified when parameters and KPIs exceed preset boundaries, conditions, or operating limits.
Our alert system has 3 levels of priority, notifying us by Slack, Text Message, email, and even telephone call – depending upon the severity of the alert condition.
In PPC, Alerts Are A Secret Weapon
Active alerts accelerate our optimization of campaigns. For example, as we walk ads through split-test optimization cycles and new versions of ads are introduced. Upon making a change we’ll calculate the number of clicks on both ads required to provide a statistically significant result.
When that alert triggers, we’re able to confidently render a decision on the winning/losing versions of the ad. Then we can move swiftly to introduce a new one to replace the loser. Doing this manually eliminates mistakes and delays.
A second example: automated bidding takes up to 14 days to converge and lock, so we’ll set alerts when campaigns are coming out of learning mode. When ads are disapproved or payment methods fail, we can act on it immediately.
There are a plethora of situations where alerts accelerate our response time to fault conditions or errors, speed optimization, and improve overall account performance.