Check data before changing bids
Broken tags, duplicate actions, and altered definitions can distort campaign decisions. Verify measurement when performance changes unexpectedly before changing targeting or bidding to solve the wrong problem. Compare the result with the original objective before expanding the work.
Test conversion events, phone and form paths, location setup, exclusions, and budgets. Record the initial settings for later comparison. Verify the next step while there is still time to correct a problem.
Budget and capacity
Allow for both media spend and management fees, and set a budget the business can test responsibly. Pause or adjust offers when staff cannot handle new inquiries. Separate agency fees from advertising, software, and production costs.
Change a defined part of the message, audience, or page and state the success measure in advance. Account for conversion delay before comparing results. Test the important customer action before publishing a change.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
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