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Why Set and Forget Doesn’t Work

May 23, 2014 by · Leave a Comment 

This article was written by Ted Dhanik

A few years ago, it was common to hear marketing gurus preach the ideal of “set and forget.” The idea is that you can make certain changes to a campaign that will virtually guarantee its success. This philosophy came from a time where most companies didn’t run paid advertising. Unfortunately, competition has reshaped the landscape and “set and forget” doesn’t work as well, if at all. Here are some reasons why.


Display advertising puts marketers in an auction-style bidding system where they pay for a top position. As terms become more competitive, it is more likely that a marketer will lose his position if he doesn’t focus on his placements. Competitors can drive up the rates for a keyword, or push you several positions below the top spot.

Keywords Change

The keywords you bid on can increase or decrease in popularity, which will have an effect on what you pay for them and where you rank. If they go down in popularity, you might be the highest bidder for a term that doesn’t perform well. It can quickly eat up your budget if you’re not there to catch it happening.

New Features

Self-service ad platforms are constantly looking for ways to improve the quality of their service. As a result, they are constantly adding new features to their platforms that you must stay current on. These features might help cut your workload or provide new ways to discover opportunities. If you don’t stay current, you won’t know what’s buzzing in the world of banner advertising.

Bio: Ted Dhanik is a marketing and sales professional. As the CEO and co-founder of engage:BDR, Ted Dhanik specializes in business development. Find out how to improve your campaigns with marketing tips from Ted Dhanik.