What is included in the treasure map?

1. The Treasure Map Unfurled: Setting the Course

• Charting the Waters (Audit Objectives): Define the purpose of the audit. What hidden treasures (opportunities) are we seeking? Are we looking for buried gold (improving ROI) or finding new lands (expanding reach)?

2. The Captain’s Quarters: Reviewing the Ship’s Log

• Past Voyages (Historical Data Analysis): Analyze past performance of paid media campaigns. Identify the successful voyages and those that faced storms (underperforming campaigns).

3. Mapping the Seven Seas: Paid Media Channels

• Navigating the Waters (Channel Evaluation): Assess each paid media channel—Search, Social, Display, etc. Are we exploring all the right seas, or are there unexplored territories?

4. The Compass of Intent: Audience Targeting

• Know Your Crew (Audience Segmentation): Review the audience targeting strategy. Are we reaching the right pirates (personas), or are we shouting into the void?

5. The Siren’s Song: User Journey Mapping

• Following the Treasure Map (Customer Journey Analysis): Map out the customer journey from initial contact to conversion. Identify where users abandon ship and where they successfully land on the treasure island (conversion).

6. The Hidden Cove: Keyword & Creative Analysis

• Words of the Sea (Keyword Performance): Evaluate the effectiveness of keywords and ad copy. Are we using the right pirate lingo to attract the crew (audience) we seek?
• Baiting the Hook (Creative Assets): Review the visual and text elements of ads. Do they entice users like a shiny piece of gold, or are they getting lost in the sea of sameness?

7. The Lookout: Landing Page Analysis

• Securing the Treasure (Landing Page Optimization): Assess the performance and usability of landing pages. Are we losing valuable treasure (users) to poor navigation, or are they finding the gold (converting)?

8. The Captain’s Logbook: Data and Analytics

• Tallying the Booty (Metric Analysis): Review key metrics like CTR, CVR, ROAS, and CPA. Are we counting the gold accurately, or are there hidden fees and losses?

9. The Pirate’s Code: Experimentation and Testing

• Firing the Cannons (Hypothesis Testing): Identify key hypotheses to test based on the audit findings. List them out as cannonball shots aimed at improving performance.
• Preparing for Battle (A/B and Multivariate Testing): Evaluate current testing methodologies. Are we sailing with the wind, or are we firing blind into the storm?

10. Avoiding the Kraken: Risk Management

• Beware the False Flags (Misleading Metrics and Biases): Identify and avoid common pitfalls like vanity metrics or false positives in testing. Don’t be lured by fool’s gold!

11. Plotting the Course: Strategic Recommendations

• Adjusting the Sails (Strategy Refinement): Provide actionable insights and strategic recommendations. Should we shift the sails to catch more wind (reallocate budget), or do we need to change the ship’s course entirely (explore new channels)?

12. Setting Sail: Next Steps and Execution Plan

• Sailing Towards the Horizon (Action Plan): Outline the next steps based on the audit findings. Establish a timeline and assign responsibilities to ensure the ship stays on course toward the treasure.

Still adrift, matey? Tell me what bounty ye be searchin’ for!

Discover the legendary 12-step treasure map that’s helped hundreds of ships scale their business fortune over the last decade.