Commission focused social advertising
SMA concerns paid ads. Concepts, assets, measurement and management may be separate. Organic profile care differs. Compare goals, platforms, audiences, languages, materials and responsibilities.
Align business and campaign goals
Awareness, visits, enquiries, sales and app use differ. Delivery optimisation for an action does not guarantee quality or value.
Describe offers and next steps. Internal forms, sites and apps need different preparation. Assessment can clarify goals first.
| Goal | Check before advertising |
|---|---|
| Awareness | Message and suitable delivery |
| Visits | Relevant destination |
| Enquiries | Form, quality and follow-up |
| Sales / app | Action and technical prerequisites |
Distinguish creation and takeover
New campaigns need setup; takeover needs accounts, materials, spend and issue review. Assessment delivers recommendations; creative-only work does not book ads.
Name included platforms and accounts. Countries, languages and offers add variants. Existing profiles and partners may remain.
Plan audiences and placements
Describe regions, needs and relevant characteristics. Platforms do not offer identical targeting. Narrow audiences and automatic expansion need conscious decisions.
Explain placements, exclusions and previous users. No customer files or sensitive traits initially. Check personalisation and sharing for audiences and rules.
Prepare assets and rights
Concepts, copy, images, video and languages differ in effort. Specify materials and new ideas. Ads and destinations should agree.
Check rights and approval. Automatic creation needs limits. Organic posts are not automatically suitable ad assets.
Define signals and reporting
Define actions and site, app or platform signals. Options depend on integration, devices and platforms. Server transfer does not replace data-use assessment.
Clicks and views may be attributed differently. Compare periods, counting and windows without blind addition. Record limits without treating every action as an extra customer.
Separate creative, management and media
Compare platforms, work, languages, assets, measurement and tasks. Setup, copy, film, pages and product data may differ. Fees and direct spend are separate.
Before advertising agree spend, billing, approval, changes and pausing. No generic price or promised return replaces scope. No mandatory budget for comparison, but approved amounts before booking.
| Item | Question |
|---|---|
| Start | Which assessment and setup? |
| Creative | Which concepts, variants and rights? |
| Measurement | Which integration and checks? |
| Management | Which optimisation and reports? |
| Media | Who pays and approves? |
Define initial work
Describe platforms, goals, state, languages and materials. Put offers, audiences, regions and references in one brief without credentials or private lists.
Confirm plan and owners, then assets, measurement and approved advertising. Reports inform decisions. Expansion needs agreement.
Frequently asked questions
Are SMA and social care identical?
No. Paid ads and organic editorial or community work differ.
Can I commission assets only?
Yes. Concepts and assets differ from advertising and management.
Does an objective guarantee sales?
No. Direction does not guarantee outcomes or quality.
Are customer records required?
No. Describe audiences and context without private lists or access.
Can results be added together?
Not without checking overlap, attribution, periods and counting.
Which costs should be compared?
Start, production, rights, measurement, management, direct spend and extras.
