Plumbing
❏ Create your Facebook Ads
account using “Business Manager”.
❏ Create your Google Ads account
and tie it to the Google My Client
Center (MCC).
❏ Create your Google Analytics
account.
Goals
❏ Define your mission (start with WHY) and identify
desired outcomes and customer segments.
❏ Identify your primary goal(s) in the next 90 days.
❏ Determine your target Cost per Acquisition (CPA) or
Return On Ad Spend (ROAS).
❏ Determine your ads budget relative to campaign goals
(optimizing for clicks, page likes, form submissions,
etc.).
Content
❏ Assemble a list of third-party
endorsements, especially positive
mentions from high-authority
sites.
❏ Create a 3-minute “WHY” video.
❏ Create a 3×3 video grid.
❏ Set up Content Library
❏ Map out one minute videos.
❏ Create promotional content to
drive conversions.
Targeting
❏ Import your customers and leads emails into
Facebook, LinkedIn, Twitter and Google as custom
audiences.
❏ Build targets on Facebook and Twitter – direct
interests, closest competitors, common interests your
customers share, industry influencers your customers
and competitors follow, and people working in the
media.
❏ Create 1% lookalike audience for each major landing
page, thank you page, and email list.
❏ Amplify a video and create video remarketing
audiences.
Amplification
❏ Boost top 3 to 5 Facebook Posts
❏ Boost optimization: 4 Stages.
❏ Set up remarketing ads for
1-day landing page abandoners
on Google Ads and Facebook.
Optimization
❏ Apply Metrics Decomposition.
❏ Compare the current period against last period.
❏ Use Audience Insights, create new saved audiences.
❏ Review budget allocation by channel and ad set based
on performance (watch for statistical noise).
❏ List 3 to 5 top recommendations to execute in the
next 7 days.