This week’s chat was hosted by Julie Friedman Bacchini and the topic was “When Platforms Meltdown.”
Questions
Q1: Were you impacted by the Facebook platform meltdown over the weekend? If so, how did you respond?
Q2: We talked about this somewhat recently, but what, if anything, do you have in place to alert you of major issues in your accounts or in platforms?
Q3: When you become aware of a major platform issue or malfunction, what are the first steps you take?
Q4: In the event of a platform issue, how proactive are you in communicating with your clients or stakeholders? At what point(s) in the process do you communicate with them?
Q5: In a case like the Facebook issue over the weekend, how do you handle unexpected and/or significant overspend in your accounts?
Q6: Have you successfully gotten a refund or credit for any of your accounts when there has been a major platform issue? Was the refund sufficient in your opinion? How were you able to achieve that?
Recaps
Read the full chat recap here.
Listen to the podcast recap here.
Audio Chat
Listen to the audio version of PPC Chat live or to the recording after the live session on April 27th @ 12:00 PM EST:
https://twitter.com/i/spaces/1MYxNgqlBjVKw
Highlighted Tweets
A2: A few (email) alerts that help one act quicker include:
1) +/- 50% spend, DoD
2) +/- 20% CPA, WoW
3) X spend threshold, 0 conv, separately at KW, ad, ad group, & campaign levels (& camp type)
4) CTR thresholds at X imprs (matters for GAds), separate by camp type#PPCChat
— travis (@teabeeshell) April 25, 2023
A3:
1. Figure out what’s going on + if client(s) are impacted
2. Assess risk/reward of next steps
3. Loop in clients / take action (depending on when it is)
4. Monitor + adjust as necessary / more info becomes available
5. Determine long-term resolution (i.e. refund requests)…— Sam (@DigitalSamIAm) April 25, 2023
A5: Honestly, it depends on the level of overspend + the nature of it. Each one merits a different response:
1. Did the platform ignore rules or limits? (i.e. in this instance, it blew through stop-loss rules + account-level spending limits)
2. Did the platform ignore…
— Sam (@DigitalSamIAm) April 25, 2023
Sure —
If (1) — likely course of action is to pause accounts right away. Systemic issues like that present material risk to the client. Honestly, the only failsafe there is a call to the CC company to place a firm limit.
If (2) – it’s a case of risk assessment — how…
— Sam (@DigitalSamIAm) April 25, 2023