
Meaningful exclusions
Exclude traffic that does not fit the offer, and document the decision. Check that exclusions do not block useful demand. Record the decision as well as the numbers behind it.
Review the conversion actions and values used by bidding. An automated system cannot distinguish suitable leads if every low-value action is treated equally. Compare the result with the original objective before expanding the work.
- A written brief
- Named responsibilities
- Agreed review points




