Areas
Search
Keyword structure and bidding
Brand and generic managed apart
Display
Placement quality and position
Creative-level comparison
Social
Format handling per platform
Community response monitored
How we operate
- Budget moves on total contribution rather than per-channel goals.
- Creative tests run always-on and only winners are scaled.
- Weekly changes are logged with their rationale.
- The channel mix itself is revisited each quarter.
Measurement
Attribution
We look at the whole path, not only the last click.
Overlap
Cross-channel overlap is managed in a single table.
Quality
Viewability and valid traffic are reviewed together.
Scope of work
Planning
From goal definition to the media mix.
Production
Creative schedules and specs are set in advance.
Operations
In-flight optimisation and risk handling.