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Plan:
Developing a complete understanding of your target audience, where they spend their time
online, and how your offering solves their problems allows you to target your ads and utilize
your budget more efficiently. Your planning process can be broken into three distinct phases of
understanding: customer, product, and funnel.
Measure:
When developing a strategy that spreads across platforms and devices, knowing which ads
people have clicked and which actions they’ve taken is the key to optimization. Now that you
know who you’re trying to reach and how you’re going to do it, it’s time to make sure your results
are measurable.