Resources

Resources: Best Practices and Checklists

Welcome to the Resources Section of Interactive Digital Marketing, Bengaluru. This page brings together actionable best practices and implementation checklists across every key service in our portfolio. Whether you’re executing campaigns in-house or with our expert team, these guides ensure strategic alignment, operational efficiency, and measurable impact.


1. Performance Marketing (Search Engine Marketing / Digital Advertising)

Best Practices:

  1. Define clear campaign objectives (Brand Awareness, Lead Gen, Sales, etc.)
  2. Segment audience by intent and buyer journey
  3. Leverage A/B testing on creatives and landing pages
  4. Use AI-enabled bidding (Maximize Conversions, ROAS, etc.)
  5. Track performance daily; optimize weekly

Checklist:

  1. ✅ Campaign goals set (Awareness / Traffic / Leads / Sales)
  2. ✅ Target audience segmented
  3. ✅ Keywords / interests / placements selected
  4. ✅ Bidding strategy defined
  5. ✅ Conversion tracking implemented
  6. ✅ Landing page tested
  7. ✅ Performance reviewed weekly


2. Search Engine Optimization (SEO and Technical SEO)

Best Practices:

  1. Optimize meta titles, descriptions, headers, URLs, and schema
  2. Publish high-quality, relevant, keyword-rich content
  3. Build authoritative backlinks over time
  4. Ensure mobile responsiveness and fast page speed
  5. Use structured data (JSON-LD) for enhanced SERP visibility

Checklist:

  1. ✅ Technical SEO audit completed
  2. ✅ Keywords mapped to content
  3. ✅ Pages internally linked
  4. ✅ Mobile-first design verified
  5. ✅ Schema markup added
  6. ✅ Google Search Console integrated
  7. ✅ Performance reviewed in Google Analytics


3. LinkedIn Advertising

Best Practices:

1. Use geo, industry, title, and group targeting for precision

2. Choose formats based on goals (Carousel = Awareness, Message = Engagement)

3. Test short vs. long ad copy variants

4. Retarget based on website and engagement data

5. Focus on C-suite and decision-makers for B2B

Checklist:

  1. ✅ Target audience refined by industry/designation
  2. ✅ Ad creative aligned to user stage (cold, warm, hot)
  3. ✅ Conversion tracking + LinkedIn Insight Tag installed
  4. ✅ Lead Gen Forms tested
  5. ✅ Weekly performance reports auto set-up


4. Google Advertising

Best Practices:

  1. Use a full-funnel approach (Search → Display → YouTube)
  2. Leverage Performance Max for cross-network efficiency
  3. Match ad copy with landing page keywords for high Quality Score
  4. Integrate Google Analytics, GTM, and Conversion Tracking
  5. Implement remarketing and dynamic audiences

Checklist:

  1. ✅ Campaign types chosen (Search / Display / Video / PMax / Discovery)
  2. ✅ Keywords grouped and themed
  3. ✅ Landing pages aligned
  4. ✅ Google Tag Manager configured
  5. ✅ Conversion goals defined in GA
  6. ✅ Daily performance monitoring setup


5. Facebook and Instagram Advertising

Best Practices:

  1. Segment campaigns by device, age, location, and interest
  2. Boost high-performing reels and carousel posts
  3. Use Lookalike and Custom Audiences
  4. Focus on storytelling creatives for B2C
  5. Optimize using AI-bidding options

Checklist:

  1. ✅ Pixel implemented and verified
  2. ✅ Campaign objectives aligned with business goals
  3. ✅ Audiences built (custom / lookalike / saved)
  4. ✅ Creative assets formatted for placements
  5. ✅ Conversions defined in Events Manager


6. Native Ads (Taboola, Outbrain)

Best Practices:

  1. Match ad creatives to content experience
  2. Use click-worthy headlines and image thumbnails
  3. Test multiple content types (blogs, guides, infographics)
  4. A/B test headlines and creatives
  5. Monitor engagement metrics (CTR, bounce rate, time-on-site)

Checklist:

  1. ✅ Content assets prepared and segmented
  2. ✅ Headline/image variations tested
  3. ✅ UTM tracking implemented
  4. ✅ Traffic monitored via GA
  5. ✅ Low-performing placements excluded


7. Remarketing and Retargeting Ads

Best Practices:

  1. Segment remarketing lists (cart abandoners, video viewers, site visitors)
  2. Deliver value-added content in retargeting (not the same old ad)
  3. Cap ad frequency to avoid fatigue
  4. Use sequential messaging
  5. Use cross-platform retargeting (Google, Meta, LinkedIn, AdRoll, Criteo)

Checklist:

  1. ✅ Audiences defined by behavior
  2. ✅ Tags/pixels installed (Google / FB / LinkedIn / AdRoll etc.)
  3. ✅ Messaging varied across user journeys
  4. ✅ Frequency capped
  5. ✅ Reporting enabled for ROAS tracking


8. Programmatic Advertising (DV360, Xandr, TradeDesk)

Best Practices:

  1. Use contextual and behavioral targeting
  2. Access premium inventory and private marketplaces
  3. Integrate first-party CRM data
  4. Use AI-enabled optimization features
  5. Monitor viewability and fraud metrics

Checklist:

  1. ✅ DSP access and setup complete
  2. ✅ Inventory sources reviewed
  3. ✅ Creative approvals done
  4. ✅ Bid floors established
  5. ✅ Brand safety filters applied


9. Affiliate Marketing

Best Practices:

  1. Vet affiliates for brand alignment
  2. Offer performance-based payouts (CPL / CPA)
  3. Provide creatives and tracking links
  4. Review affiliate dashboards regularly
  5. Protect brand bidding policies

Checklist:

  1. ✅ Affiliates onboarded with terms
  2. ✅ Tracking URLs generated
  3. ✅ Dashboards shared with partners
  4. ✅ Fraud monitoring set up
  5. ✅ Monthly performance reviewed


10. Analytics and Reporting

Best Practices:

  1. Set up GA4 with events and conversions
  2. Use GTM for tag deployment
  3. Build dashboards using Looker Studio or Tableau
  4. Analyze user flow, bounce rate, attribution
  5. Measure by cohort and source/medium

Checklist:

  1. ✅ Google Analytics 4 configured
  2. ✅ GTM containers published
  3. ✅ Looker Studio dashboards created
  4. ✅ Firebase/Appsflyer integrated for mobile
  5. ✅ Weekly/monthly analysis in place


11. SEO Audit and Technical SEO Setup

Best Practices:

  1. Audit for broken links, duplicate content, crawl issues
  2. Resolve Core Web Vitals
  3. Enable XML sitemaps and robots.txt
  4. Use canonical tags
  5. Integrate schema based on schema.org

Checklist:

  1. ✅ Site audit report prepared
  2. ✅ Fixes documented and implemented
  3. ✅ Mobile-first checked
  4. ✅ Schema integrated
  5. ✅ GSC and GA tracking active


12. Website Development (Shopify, WordPress)

Best Practices:

  1. Design mobile-first and fast-loading
  2. Use conversion-focused layouts
  3. Implement SEO from Day 1
  4. Secure website with HTTPS
  5. Track everything with GTM

Checklist:

  1. ✅ Theme customized to brand
  2. ✅ Mobile responsive across devices
  3. ✅ Product/category pages optimized
  4. ✅ Speed tested
  5. ✅ Analytics tags installed


13. Content Marketing and Marketing Collateral

Best Practices

  1. Map every content asset to a buyer-journey stage and intent.
  2. Keep a documented editorial style guide for tone, voice, and SEO rules.
  3. Repurpose cornerstone assets (e-books, webinars) into derivative pieces (blogs, reels, infographics).
  4. Refresh evergreen posts every six months to sustain rankings.
  5. Gate only high-value assets; un-gate awareness content for reach.

Checklist

  1. ✅ Content calendar approved for the quarter
  2. ✅ Keyword & intent research completed
  3. ✅ On-page SEO (H-tags, meta, schema) applied
  4. ✅ Internal linking planned
  5. ✅ Performance KPIs in GA4 / Looker Studio


14. Mobile and Video Marketing

Best Practices

  1. Shoot vertical-first video for Insta Reels, YouTube Shorts, TikTok; landscape for YouTube in-stream.
  2. Caption every video; 70 % of users watch muted.
  3. Use deep links and deferred links for a seamless app download → open → sign-up flow.
  4. Implement Firebase events (first_open, in_app_purchase, ad_click) for true ROI tracking.
  5. Retain users with lifecycle push notifications and in-app messaging.

Checklist

  1. ✅ Creative specs match placement (resolution, length, aspect ratio)
  2. ✅ Deep links tested on iOS & Android
  3. ✅ App event tagging live in Firebase / GA4
  4. ✅ Thumbnails & titles optimized for CTR
  5. ✅ Weekly creative fatigue review


15. E-Commerce Strategy

Best Practices

  1. Structure product feeds with rich attributes (GTIN, brand, color, size) for Shopping Ads.
  2. Enable server-side tracking to survive cookie loss.
  3. Segment audiences by RFM (Recency, Frequency, Monetary) for email and ads.
  4. Offer multiple payment methods and display trust seals to reduce cart abandonment.
  5. Run post-purchase upsell flows (email, SMS, WhatsApp).

Checklist

  1. ✅ Product feed validated in Merchant Center
  2. ✅ Enhanced-e-commerce tracking active
  3. ✅ Cart-abandon email flow live
  4. ✅ Site speed < 2.5 s on mobile (LCP)
  5. ✅ ROAS and margin monitored per SKU


16. Inbound Marketing

Best Practices

  1. Build pillar-and-cluster content architecture for topic authority.
  2. Gate mid-funnel assets with progressive forms (auto-fill known fields).
  3. Score leads by engagement + firmographics before handing to sales.
  4. Align nurture emails to buying triggers and pain points, not generic newsletters.
  5. Review attribution models quarterly to credit assisted conversions correctly.

Checklist

  1. ✅ Pillar page live with 5–7 clusters inter-linked
  2. ✅ Lead-scoring matrix agreed with sales
  3. ✅ Drip sequences mapped to segments
  4. ✅ Form auto-fill enabled via CRM cookies
  5. ✅ Attribution dashboard in Looker Studio


17. Growth Marketing

Best Practices

  1. Adopt the AARRR (Acquisition, Activation, Retention, Revenue, Referral) framework.
  2. Maintain a live experiment backlog ranked by ICE (Impact, Confidence, Ease).
  3. Run at least one A/B test every sprint; document results and next steps.
  4. Align north-star metric (e.g., monthly active users, MRR) with all experiments.
  5. Share wins and fails transparently to build a growth culture.

Checklist

  1. ✅ Growth backlog groomed weekly
  2. ✅ Hypothesis and success metric defined per test
  3. ✅ Stat-sig threshold set (p-value / sample size)
  4. ✅ Experiment results archived in a central repo
  5. ✅ North-star metric dashboard up-to-date


18. Digital Strategy and Transformation

Best Practices

  1. Start with a digital-maturity audit across people, process, tech.
  2. Align KPIs to business OKRs, not vanity metrics.
  3. Build a single customer view via CRM / CDP integration.
  4. Invest early in first-party data capture (consent banners, preference centers).
  5. Review marketing tech stack yearly to eliminate under-utilized tools.

Checklist

  1. ✅ Digital-maturity scorecard completed
  2. ✅ OKRs cascaded to channel KPIs
  3. ✅ Unified tracking ID across web / app / CRM
  4. ✅ Consent management platform live
  5. ✅ Annual martech ROI report delivered


19. Local and Pan-India Demand Generation

Best Practices

  1. Use vernacular creatives for Tier-2/3 city campaigns.
  2. Sync Google Business Profile posts with ad offers.
  3. Leverage pin-code-level targeting and radius ads for store visits.
  4. Optimize landing pages for regional languages and fast 3G speeds.
  5. Measure footfall lift via QR codes or redemption codes.

Checklist

  1. ✅ Regional creatives translated and QC-checked
  2. ✅ Location extensions active in Google Ads
  3. ✅ Pin-code list uploaded to custom audiences
  4. ✅ Speed test on 3G < 3s
  5. ✅ Offline conversion tracking configured


20. B2B, B2C, B2G, B2B2C Specializations

Best Practices

  1. B2B: Focus on intent keywords, LinkedIn Ads, ABM platforms.
  2. B2C: Use emotion-led storytelling, social proof.
  3. B2G: Align messaging to current policy documents and tender calendars.
  4. B2B2C: Equip partners with co-branded assets and MDF (marketing development funds).
  5. All: Maintain separate funnels and KPIs for each motion.

Checklist

  1. ✅ Ideal Customer Profile (ICP) and persona sets per business model
  2. ✅ Channel mix mapped to buying committee
  3. ✅ Policy or compliance references verified (B2G)
  4. ✅ Partner portal live (B2B2C)
  5. ✅ Funnel dashboards segmented by motion


21. Programmatic Advertising (Advanced)

Best Practices

  1. Build PMP (private marketplace) deals for premium inventory.
  2. Layer first-party audiences onto DSP segments for accuracy.
  3. Set viewability and fraud filters (> 70 % viewable, < 2 % IVT (invalid traffic).
  4. Employ frequency caps to avoid user fatigue.
  5. Sync DSP reporting into BI tools for cross-channel analysis.

Checklist

  1. ✅ DSP seat set up (DV360 / Xandr / Trade Desk)
  2. ✅ PMP contracts signed
  3. ✅ Brand-safety lists applied (IAS / DoubleVerify)
  4. ✅ First-party audience upload tested
  5. ✅ Viewability & IVT reports reviewed weekly


22. Marketing Automation and CRM

Best Practices

  1. Map lifecycle stages and automate hand-offs (MQL → SQL → Opportunity).
  2. Use lead-scoring rules combining behavioral + demographic signals.
  3. Trigger emails and ads via real-time webhooks.
  4. Maintain a single source of truth for contact data.
  5. Enforce GDPR / PDPA compliance with consent fields.

Checklist

  1. ✅ Lifecycle stages defined
  2. ✅ Lead-scoring model live
  3. ✅ Webhooks passing events to ad platforms
  4. ✅ Data hygiene audit completed
  5. ✅ Consent logs stored


How to Use These Resources

  1. Share internally with marketing, sales, and product teams.

  2. Adapt checklists into daily and weekly SOPs.

  3. Benchmark performance against the best-practice bullets.

  4. Contact Interactive Digital Marketing when you need deeper audits, implementation, or managed services.

Need Hands-On Support?
Our specialists can deploy, manage, and optimize every tactic in these guides. Schedule a consultation and turn best practices into business results.