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. Review the evidence behind a recommendation, including its limits.
Log major edits, tests, and budget changes. Consider conversion delay before attributing later results to the most recent adjustment. Record the date, reason, and owner of important changes.
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. Review the cost of maintaining the work after launch.
Change a defined part of the message, audience, or page and state the success measure in advance. Account for conversion delay before comparing results. Check the destination as well as the message that sends people there.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
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