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March 30, 2015

Picking Up the Pieces

Last week, my brain exploded all over everywhere and now I'm trying to put myself back together.

What caused this (characteristically melodramatic) behavior, you ask?

The discovery that the My Largest Account client (hereinafter referred to as The Big Crunch), the one who decided, in mid-March, to start taking their advertising seriously, had actually gone into their account and made something like 80,000 changes (seriously--no exaggeration) in three days.

Naturally, Louie Louie, who owns the client, was offline and out of touch last week. (What's up with that? These days, even when we travel, most of us are still checking our email multiple times a day.)

I clenched my fists after the first 40k changes and told myself that I could wait for Louie Louie to be back online to deal with it but then I had a little meltdown after the second 40k changes. There's a function that allows me to "roll back" certain kinds of changes in accounts and I took advantage of it.

Then I sent Louie Louie an email saying he could fire me if the client didn't like it but that I simply hadn't been able to sit and watch the oncoming train wreck without trying to do something to prevent it.

Blah, blah, blah, exchange of emails, he talked to the client, I am not fired, it's okay that I undid their edits.

Now I have to figure out how to undo their damage.

Before the client "helped," we were seeing 30% - 40% conversion rates (I know that means nothing to you but trust me, it's impressive) with an average cost of $10, well below the client's desired cap. In one day, that dropped to an 18% conversion rate for an average cost of over $40. Rolling back the changes got the conversion cost back down to just over $22 but the rate hasn't recovered yet. I have my fingers crossed for things to improve today.

In the meantime, I need to start putting together a massive spreadsheet to manage certain aspects of the 50+ campaigns, something that will help me keep track of my individual goals for each of the 1,200+ areas where the client recently set individual goals. It needs to be something I can use on an ongoing basis--which makes the problem tricky and interesting.

Anyhow. I know you don't really care, but that's where my brain has been. I discovered it right after I'd blogged last week and it took me this long to calm down enough about it to discuss it.

Previously, on Coffee Talk

Diet: Didn't lose any weight last week. Unsurprising. Holding steady at having lost 4-1/2 or 5 pounds. Another 10 to go. (Denver's "winter" weather is helping this year. It's warm and sunny every day, making it easier and more enjoyable to exercise.)

New-ish clients: Both new-ish initiatives (NewBroom and The Laddies) seem to have, so to speak, gotten their feet under them, and are getting traction. Although results remain unimpressive, the accounts are beginning to drive at least some traffic to the clients' websites. It's a start.

NewBroom is an interesting initiative. It's a test case where, if I can figure out how to produce success, we might be able to roll this initiative out to another 20 accounts or so in the near future.

The size and "shape" of the industry reminds me of my early days with the Argonuts, which is kind of fun. I'm interested enough in it to have offered to waive my (already very low) fee for a couple of months while I work with the account to figure out how to get results.

(I know, I know. I'm supposed to be in this as a business and not merely to amuse myself.)

The Laddies is just a basic, stand-alone account. It wasn't that interesting until it started so slowly. That lured me in and now I'm determined to beat it into shape.

New clients: Louie Louie hasn't yet heard back from the medium-large new client he's talking to, so I don't know if that one's going to fly or not.


Yes, I do mostly think about work. No one seems to believe me when I say that I am fascinated by what I do, but I am.

posted by AnneZook on 03.30.15 at 08:58 AM


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