
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. Turn the findings into a short list of actions and owners.
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




