Don’t push everything on the first day

Don’t plan for everything and execute thinking the job is done… 

I find that too many campaigns focus on the first three days of the campaign. My experience is that your banners/ads/landings pages etc. are never perfect in the beginning of a campaign. You always need to optimize while the campaign is running.

If you put all the big bucks in your first three days, then you don’t really have time to adjust. In which case you’ll loose out on a lot of the possible effects you could have gotten just by planning your campaign a little better.

Sometimes you have to explode on day one, especially if you have a cross-channel campaign. In this case it’s very important that you have a small pilot or test campaign the week before, so that you can make your adjustments before the hard launch.

The same principle applies to the media and placements and creatives you should choose. Try out small amounts on a large scale of different placements, and then choose the ones that work for you. Don’t think you can plan for everything. Don’t think you can execute perfectly on the first try. Try, try, evaluate, learn, and try again…