What do you want to achieve? Whether that be awareness, site visits, app downloads, conversions or form fills, a clear campaign goal helps shape your campaign strategy and measurement.

How will you know it worked? Measurement connects your advertising to results. Leverage creative and measurement pixels to support delivery, tracking and understand performance to optimize campaigns.

What will your audience see? Build your creative around your campaign goal. Give viewers a reason to act with a clear and compelling message, strong branding, relevant call to action, and utilize multiple creatives when possible.

Who should you reach? Balance reach with relevance. Reach people who matter most based on preferred location, specific demographics or interest & behaviors, and leverage first-party audiences. Launch broad with lightly filtered audiences, learn what works while monitoring performance by audience segment and then refine audience based on real delivery and outcomes.