High-Performing Paid Marketing Strategy

Build a campaign plan around goals, audience evidence, and measurement

The book starts with marketing foundations and supporting infrastructure, then develops a hierarchy of goals and measures. Platform and audience chapters connect channel choices with customer behavior. Creative sections examine message and visual decisions, while later material addresses testing, optimization routines, and adapting the marketing process over time.

The approach is useful for reviewing a campaign as a connected system, where targeting, creative, budget, and reporting all support an explicit business purpose.

What you’ll find inside

• Strategic foundations and supporting infrastructure
• Goals and measurement hierarchy
• Platform selection and multi-channel planning
• Audience evidence and creative development
• Testing, optimization, and process adaptation