Digital Marketing en Zurich
How we work in Zurich
The form that stops sending while the campaign keeps paying
It is the most expensive fault and the quietest: the ad works, people arrive, they fill in the form and nothing comes out the other end. Every hour an automated test submission goes through and, if it does not turn up at its destination, the alert fires. And we flag it when a day's conversions drop to zero, which is almost never a coincidence.
What has been spent does not come back
There is no undo button on an ad platform: money that has gone on badly set targeting is not recovered. That is why we work with daily caps, alerts when spend drifts from the plan and an explicit limit per campaign before anything is switched on.
An account's currency is chosen once and only once
The currency of an ad account is set when it is created and cannot be changed afterwards: if it is wrong, the only way out is opening another account and starting the history from scratch. It is worth deciding calmly whether it goes in francs or in euros, looking at which currency you get paid in.
One change at a time
If bids, targeting and copy are all touched on a Tuesday and by Thursday the results are worse, there is no way to tell what spoiled them or what to go back to. Changes are made one at a time, with the previous state written down. It is slower and it is the only thing that makes the data readable afterwards.
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