Keep the offer current
Ads and destinations need to reflect actual prices, availability, and terms. Assign a person to communicate changes so customers are not sent to an offer the business can no longer fulfill. Include sales follow-up when reviewing the quality of inquiries.
Assign awareness, consideration, or response roles to media choices. Do not judge every format by one identical short-term conversion target. Agree who can make decisions before the schedule is set.
Traffic quality
Review available search terms, audience signals, locations, and placements. Exclude clearly unsuitable traffic and document the reasons rather than making broad cuts from one poor result. Include sales follow-up when reviewing the quality of inquiries.
Carry the offer and expectation from the advertisement to the destination. A generic homepage may make a visitor work too hard to find the advertised service. Ask customer-facing staff whether the inquiries fit the offer.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities