SEM structure: three tiers

Three questions first: who, how do they solve it now, why switch. Without answers, creative is self-indulgence.

Task: Search ads spend a lot and convert poorly.

[Before you start, do three things]
1. Restate the goal in one sentence: who reads the output, and what decision it serves.
2. If I have not given you the following, ask me. Do not assume:
   - account structure and keywords
   - landing page match
   - conversion data
   - bidding strategy
3. Say how you plan to do it (at most 5 steps) and wait for my go-ahead.

[Go through each of these]
- three tiers: brand, category, long tail, measured separately
- find keyword-to-page mismatches
- how to build a negative keyword list
- which tier to cut first

[Process]
1. Confirm audience, scene and current alternative
2. State one testable hypothesis
3. Design the smallest test and its criterion
4. Allocate budget and channels with reasons
5. Say when this plan would fail

[Output]
Audience, hypothesis, test, allocation, failure conditions.

[Do not]
- No 'raise brand awareness' as a goal
- Never five channels at once
- No performance promises without a baseline
- Never split budget evenly