Retargeting Pre-Activation Checklist

Pre-Activation

• KOC Deck to be created
  
  

• Review of the program
  - is the program doable given the geo filters and target categories (are we going to be able to deliver the clicks in the given time frame using the filters?)
  - what is the goal of the program (brand awareness vs lead gen) and whether the expected goals are realistic or not (check if the vendor is a known player in the target categories, whether they are listed in those categories or they are not very well known in the market).
  
  

• Retargeting Campaign Checklist:
  - what do we have from the vendor and what we need to create in order to get started (assets, ad copy, graphics, landing pages, UTMs, conversion trackers)
  - review of what the vendor sent us:
    -> are the assets good for this program or we need other assets - we can check the vendor’s website for that
    -> review of the ad copy / graphics / landing pages from the vendor: can we expect these to perform well in our retargeting program or do we need some adjustments for that?
    -> graphics: are these in the correct formats/sizes?
  
  

• Ad copy / graphics / landing page creation:
  - when we create the ad copy: put together the GDN and LinkedIn ad copy, ask the CSM to proofread the ad copy and send it to the vendor for approval
  - when we create the graphics: put in a design request for the design team. Once the graphics are created, send it to the CS manager to review so they can ask the vendor for approval
  - in case we created the landing page (retargeting-as-a-service only): create a landing page for each asset on Unbounce. Check the vendor’s website if there’s an original landing page so we could use content from there. The CSM should review that as well and send it to the vendor for approval.
  
  

• Retargeting Campaign Creation:
  - set up the campaigns in the LinkedIn and Google Ads account.
  - create the conversion trackers in our test Google Tag Manager account (standard retargeting) or add the conversion trackers to our Retargeting-as-a-service Google Tag Manager account (retargeting-as-a-service)
  
  

• Integration (Retargeting-as-a-service only)
  - we need to create the Zapier integration in the Unbounce account
  - we need to set up the integration on our backend based on the integration type the vendor wants us to use (e.g. Marketo, CSV)
  - we need to create an Adword offering on peerspot.com (admin section)
  
  

• Performance Dashboard
  To be created and shared with the PeerSpot team & vendor.
  
  

• End date:
  If the program started late, or has a slower-than-expected delivery, request an adjusted end date. Make sure to confirm with the CSM first.