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How To Increase Your Media Buyers Capacity

A marketing agencies profits can be quickly eaten up by media buyers. The capacity of your media buyer not only dictates how much money you make, but also how effective your campaigns are.

By capacity I mean, how many campaigns can 1 media buyer manage?

I personally grew my agency to over 30 clients on my own before hiring my first media buyer. And I was shocked when that media buyer could only effectively manage 30 campaigns.

It puzzled me… Because I was doing everything including sales. They were focused only on media buying.

I then realized it was not my media buyers’ fault at all. I was setting him up to have a low capacity because I had no systems setup to properly manage and see all client ad campaigns in a glance.

At the time I made the decision to hire a VA to copy and paste ad campaign data every morning (Consolidata didn’t exist). We automated the Google Sheet rules so that it would put campaigns that did not need attention in green.

If a campaign was failing it would put it in red. And if it was starting to fatigue it would turn the color yellow.

Now all the media buyers would need to do is open a Google Sheet and focus on the red campaigns first, yellow campaigns second, and they’d leave the green campaigns alone.

This almost instantly doubled the capacity of a single media buyer. At the height of my agency in 2020 before moving into SAAS we had just over 220 clients. This was all done with 2 full time media buyers and 1 part time media buyer.

In this article I will break down how to setup your Google Sheet, how to map the data using Consolidata, and how to automate fatigue alerts to Slack, SMS or Email.

Here is the order to set this up:

1: Add Ad Account Sources

2: Map your data

3: Setup Google Sheet Rules

4: Connecting to Alerts

Putting it all together

Consolidata has over 40 data sources under implementation. But currently we pull metrics from Facebook, Google, Stripe, & High Level CRM.

All you have to do is click on an account and sign in. We then will pull in all your ad accounts as you can see here. Simply choose the account you want and label this data source. You can add unlimited data sources!

Also, by clicking bulk upload it will pull in all your accounts at once.

Next, we need to go ahead and create a report in Consolidata.

This is easy, and when you click “Add Report” all you need to do is select how often and when you want the data pulled.

Next it will take you to the page that allows you to choose which sources will be a part of the report as you can see below.

Once you have finished you can click “view mapping.” This will take you to page where all the magic happens.

You will want to click on the accounts and it will expand the metrics that you want to map to the google sheet.

After you choose the metrics that you want mapped, all you need to do is choose the cell that you want to map this data to and click the drop down. Here you can see it’s very simple to setup.

Once this is done, all we need to do is go setup our Google Sheets rules.

Once you have clicked “update” you should see your new Google sheet appear in your Google Sheets account.

You will want to select all the cells that will have metrics placed in them. The sheet below is a sample sheet. You can see we have selected 12 cells.

Next visit “Format” and click on “Conditional Formatting”

This will open up the side panel as you can see in the graphic below.

This is where you will need to figure out what indicators work for your business and your niche. In the industry I work within, 1 lead per day is acceptable but not ideal. I really want about 3-5 per day.

You want to choose the: greater than, less than, and between rules.

Less than X (your desired “fatigue level)) will color the cell red.

Between Y-Z (your minimum desired daily count) should color the cells yellow.

Greater than Z (your ideal count) will color the cell green.

Once you have applied this to your sheet it will look like this.

Now your media buyer can log in and at a glance immediately see which accounts have an urgent need.

You can also use Zapier to push these alerts into Slack, Emails, SMS, etc.

I hope this has opened your eyes to how you can easily make a color-based chart to increase your media buyer’s capacity.

If you have not yet signed up for a demo of Consolidata you can do so by clicking here

Thank you for your time reviewing this article. Please comment below to let us know what you do to increase your media buyer’s capacity!

-Ross Christifulli

CMO of Consolidata

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