BY EMPIRE ADCRAFT

Define the commercial priority

Choose the audience, offer and business outcome you want to advance. This gives content, media and sales teams a common starting point.

Design the handoffs

A useful ad needs a relevant destination. A strong landing page needs a clear next step. An inquiry needs an owner and a follow-up process. Review the transitions, not only the individual channels.

Build a learning rhythm

Set a regular review around a small number of meaningful measures. Document what changed, what happened and what you will test next.