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Internet marketer's checklist

18 jul 2023

A recent study conducted by Google experts revealed quite weak usability performance among major internet resources. The average usability score for their mobile versions was only 52%. And this is just one indicator that internet marketing, in this case, is not yielding the desired results.

The simplicity and user-friendliness of a website still hold great importance for users. However, weak usability is not the sole reason for the failure of a marketing campaign. Our chief analyst and head of PPC, Sergey Tripak, has prepared a checklist consisting of 50 items that influence the outcome of an internet strategy.

For the convenience of internet marketers, we have divided these 50 items into 5 main sections.

Internet Marketing Checklist

Section 1: Strategy

  1. Practical KPI metrics for the digital campaign have been defined.
  2. Key characteristics of the target audience have been identified.
  3. Market research has been conducted, considering competitors, seasonality, trends, and other indicators.
  4. The strategy and tactics of competitors have been analyzed.
  5. A sales funnel or user journey map (CJM) has been constructed.
  6. Necessary tools and KPIs have been identified at each stage.
  7. Multiple tools have been evaluated for each goal.
  8. Optimal tools have been selected for each goal.
  9. A marketing plan has been formulated, aimed at achieving maximum KPI performance.
  10. A backup action plan has been developed in case the primary plan proves ineffective.

Section 2: Production and Analytics

  1. Analytics system codes have been correctly installed.
  2. Analytics system codes are present on all website pages, including 404 pages.
  3. Event goals are properly configured and respond correctly.
  4. Session duration has been increased for online cinemas and other services where necessary.
  5. External payment systems and all subdomains are included in the excluded sources list of Google Analytics.
  6. Information collection for remarketing is activated in Google Analytics.
  7. Google Analytics includes interest category reports, as well as demographic reports.
  8. Remarketing audiences have been created in Google Analytics.
  9. Goals and segments for remarketing in "Yandex.Metrica" have been configured.
  10. Notifications for website unavailability and 404 error growth have been set up and activated.

Section 3: Contextual Advertising

  1. The results of ad tests comply with the current "Advertising Law."
  2. Cross-negative keywords have been implemented, and negative keywords have been identified.
  3. Advertising has been distributed between search and display networks.
  4. Images of the required sizes are included in the advertising intended for display networks.
  5. All necessary extensions, business cards, and clarifying information are available.
  6. Advertising is correctly configured for geotargeting (if necessary).
  7. Active limitation on the number of ad impressions is implemented.
  8. AdWords keywords are inserted in the correct declension.
  9. Each ad directs to the appropriate landing page.
  10. Each ad is accompanied by UTM tags.

Section 4: Video Advertising

  1. The advertising video differs from a TV commercial and its format complies with YouTube requirements.
  2. Videos with a 16:9 aspect ratio are displayed without black bars on the sides.
  3. Video advertising is correctly configured for geotargeting (if necessary).
  4. An optimal frequency is planned, typically ranging from 2 to 6 times per week.
  5. One ad group corresponds to one targeting criterion.
  6. Remarketing lists are created for those who have viewed the advertising.
  7. Filters are applied to the content, and placement locations are checked.
  8. Budget limitations are set for advertising.
  9. Links are equipped with UTM tags (if necessary).
  10. End screens and overlays are included (if necessary).

Section 5: Bloggers, SMM

  1. VKontakte campaigns are categorized by targeting types.
  2. VKontakte campaigns are categorized by ad types.
  3. Each VKontakte campaign includes at least two images and at least two ad texts.
  4. One target audience is set for multiple Ad Sets in the Facebook network to avoid internal competition.
  5. If the same product is being advertised, Ad Sets in the Facebook network are not divided by sites, devices, placements, or other parameters.
  6. Customers who have made a purchase are excluded from targeting in all Ad Sets of the Facebook network (Pixel Purchase).
  7. The chosen blogger is relevant to the target audience.
  8. The effectiveness of the blogger has been determined.
  9. The percentage of fake followers for the blogger is known.
  10. Users always receive responses to their comments in promotional posts.
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