Advertising & measurementSet an advertising objective before planning a budget
Connect an advertising objective to an observable action, a suitability check and a decision at the end of the trial.
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Plan advertising and connect measurement to decisions.
Advertising & measurement
Advertising & measurementPlan a small ad budget with stopping criteria
Set the scope of a small advertising trial, estimate the evidence it might produce and keep spending decisions traceable.
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Advertising & measurementMatch an ad's message to its landing page
Check the service, conditions and contact journey so the destination delivers the expectation created by the advert.
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Advertising & measurementGroup search ads around specific offers
Group search terms around the need that an advert and its destination can actually answer.
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Advertising & measurementReview irrelevant search terms for exclusions
Give each exclusion a business reason and check its scope before blocking searches that might fit another offer.
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Advertising & measurementReview the geography of an ad campaign
Translate service coverage, travel constraints and visitor intent into an understandable geographic selection.
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Advertising & measurementMatch ad schedules to availability and demand
Match advertising hours to staffed contact routes, account timezones and temporary closures.
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Advertising & measurementPrepare an ad creative with a clear brief
Define the message, image content, required formats and factual approval before designing an advert.
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Advertising & measurementInvestigate one question in an ad test
Use a specific hypothesis, documented conditions and an honest allowance for inconclusive results when comparing adverts.
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Advertising & measurementDefine a conversion as a verifiable event
Define and verify the actual completion of an action before reporting it as a conversion.
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Advertising & measurementMany clicks, few enquiries: review the full path
Check the search terms, landing page and contact route before increasing a campaign budget that produces clicks but few enquiries.
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Advertising & measurementEvaluate enquiries by fit as well as volume
Define a suitable enquiry using service fit, location and the next step, then keep those criteria separate from sales outcomes.
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