*Press tab/shift + tab to move through the checklist items and the space bar to complete/un-complete them.
Audience Checklist
Checks
Notes
Does your audience have an account list associated with it?
Make sure your audience has an account list associated with it (SFDC, Account by Domain, or Intent Criteria).
Are you serving to accounts outside the United States and Canada? (Ad Groups Only)
If you want to target accounts in a specific country outside of the US & Canada, add a location criteria here and include the desired targeted countries.
Are you trying to use other criteria on the audience?
Industry, Industry Code, Employees, Revenue, Visitor Behavior, and Location audience criteria cannot be used for normal Ad Groups. (Location can be used for global ad groups - see above)
Campaign Checklist
Checks
Notes
Did you add your audience to the campaign?
Your audience must have a list of accounts associated with it in order to be used for an ad group.
Are you targeting accounts outside of the US? - Add an Ad Group element under the audience.
This ad group will target accounts by IP. You can add in location criteria to the audience in order to filter the IP addresses to certain countries.
Are you only targeting accounts inside the US? - Add the Contact Ad Group element under the audience.
This ad group will target cookie IDs associated with devices. The list of target cookie IDs is matched from a list of target contacts (email addresses) defined in the ad group settings.
Ad Group Checklist
Checks
Notes
Have you set your overall ad budget?
This is the max amount you want to spend on this ad group (all time).
Have you set your daily budget?
This is the max amount you want to spend on this ad group per day.
What type of contact targeting are you using?
You must use at least one source of contact data. Sources of contact data are as following: Role Targeting, Contact Email Upload, Contacts from SFDC, or Contacts from Marketing Automation (this last one is set on the audience side of things). *This does not apply to ip based Ad Groups.
Have you estimated your reach in order to validate that the ad group's audience is ready to go?
After adding contacts, click the "Estimate Reach" button to make sure you have accounts and contacts to target and to get a sense for how much you are going to spend.
Did you select your optimization strategy?
By default, we optimize for impressions/reach. If you prefer, you can optimize towards clicks instead.