Begin with the customer journey
Choose a channel around what people are doing when they encounter your offer. Some people are actively looking for a solution; others need to discover that it exists.
Match intent with the message
Search campaigns can connect an offer with a relevant query. Social campaigns can introduce an idea through visual creative. The landing page needs to continue the same conversation.
Plan a focused test
Start with one clear objective, a defined audience and a limited set of creative variations. Decide what a useful inquiry means before the campaign begins. Review what happens after a click and let the evidence guide the next decision.
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