| One-to-one communication | Agree the contact person and communication arrangements. | Who handles questions and campaign decisions? |
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| Target locations | Define the regions and audiences relevant to your offer. | Which locations will the plan cover? |
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| Account review | Discuss the current setup and agree the review scope. | What is included and is there a separate fee? |
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| Business priorities | Shape the plan around your offer and available resources. | How does the proposed work support my goal? |
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| Team responsibilities | Agree who supplies campaign, creative and website work. | Who is responsible for each deliverable? |
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| Audience targeting | Review relevant intent and audience choices. | Why are these audiences appropriate? |
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| Keyword strategy | Group searches around useful customer needs. | How will irrelevant searches be reviewed? |
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| Budget management | Agree media spend separately from management fees. | How are budget changes authorised? |
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| Performance reporting | Set the reporting measures and review cadence. | What will reports explain? |
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| Creative & landing pages | Keep the message and destination page consistent. | Are copy, design and page changes included? |
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| Testing & refinement | Review focused changes and decide next actions. | How will tests and findings be communicated? |
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