
Purpose by format
Use search, social, display, or video for a defined customer stage. A format should solve a need rather than add another dashboard. Use actual customer questions to check whether the plan is useful.
Test the advertised offer, contact route, device behavior, and measurement before launch. Mismatched pages waste relevant traffic. Confirm that forms, phone links, and replies reach the right person.
- A written brief
- Named responsibilities
- Agreed review points




