The 12 point ads checklist

This is the same checklist I run on every account before touching anything. Most accounts fail at least three points. Every failed point is money leaking out.

• 1.Conversion tracking fires on real revenue events, not page views
• 2.Server side tracking backs up the browser signal
• 3.Campaign count is low enough for the budget to actually learn
• 4.Search terms and placements are reviewed and pruned weekly
• 5.Every ad points at a page built for one single action
• 6.The offer on the page matches the promise in the ad
• 7.New creative enters the account on a fixed schedule
• 8.Losing ads are killed by rule, not by mood
• 9.Audiences are separated by how warm they are
• 10.Leads get a follow up within minutes, not days
• 11.Reporting shows cost per customer, not clicks and impressions
• 12.Someone owns the numbers and reviews them every single week