Campaign

Make search merchandising temporary, measurable and relevant.

Use a fixed checklist before boosts, campaigns or banners go live and rate the effect afterwards.

Purpose

Capture what commercial or customer goal the campaign supports and how success is assessed.

Select only relevant queries and avoid wide triggers that are out of the intention.

Check that exact and highly relevant results are not unnecessarily supplanted.

Check availability of promoted products before and during the campaign.

Use banners only where the message connects content to the query or result context.

Use start and end date and prevent temporary rules from remaining active after the campaign.

Compare relevant KPIs before, during and after the campaign and also pay attention to negative effects.

Capture who manages the campaign, may modify and is responsible for cleaning up afterwards.