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Advertising Checklist

Establish a comprehensive paid advertising system that covers awareness, consideration, conversion, and retention stages. Complete tasks in order to build a sustainable advertising foundation before expanding to additional channels.

Phase 1: Foundation - Primary Search Channels​

  • Set Up Google Ads Campaigns - Launch primary search advertising channel. Configure search ads, display (if appropriate), retargeting, YouTube, and shopping (if applicable). See Google Ads Reference for channel-specific checklist.

  • Set Up Bing Ads Campaigns - Launch secondary search channel to capture additional search volume. Configure search, retargeting, and display (if appropriate). See Bing Ads Reference for channel-specific checklist.

Phase 2: Social & Display Channels​

  • Set Up Facebook Ads - Launch social display and retargeting campaigns. Configure display and retargeting campaigns. See Facebook Ads Reference for channel-specific checklist.

  • Set Up LinkedIn Ads - Launch professional targeting campaigns for B2B or high-value client acquisition. See LinkedIn Ads Reference for setup guidance.

  • Configure Retargeting Campaigns - Set up retargeting pixels and campaigns to follow up with high-intent visitors across platforms. Target website visitors, blog readers, and video watchers with respectful follow-up messaging that reinforces trust and next steps.

Phase 3: Strategic Framework​

  • Verify Full Funnel Coverage - Ensure advertising addresses all stages: awareness, consideration, decision, and post-purchase. See Full Funnel Marketing Reference for strategic framework.

Phase 4: Retention & Re-engagement​

  • Set Up Winback Campaign - Establish process to re-engage past clients for repeat business or referrals. Set CRM reminders to follow up 6 months after clients quit (or batch send personalized messages every 6 months). See Winback Campaign Reference for detailed strategy.

  • Set Up Raise the Dead Campaign - Establish process to re-engage past leads with new options and availability. Set CRM reminders to follow up 6 months after marking leads as dead (or batch send personalized messages every 6 months). See Raise the Dead Campaign Reference for detailed strategy.

Phase 5: Offline Channels (Optional)​

  • Evaluate Offline Marketing Channels - Consider traditional offline advertising channels if appropriate for target market. See Offline Marketing Channels Reference for channel options.

Reference Documents​