
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. Explain which task matters next and why it takes priority.
Test the advertised offer, contact route, device behavior, and measurement before launch. Mismatched pages waste relevant traffic. Try the main customer task on a phone before signing off.
- A written brief
- Named responsibilities
- Agreed review points




