Yelp 商家页与 Yelp 广告是两件事。

Yelp Business Pages and Yelp Ads are separate choices.

Google PMax与Search上线前，应先选定可核实的转化目标，验证追踪，再准备与需求一致的广告素材和落地页，并明确品牌排除与网址范围。

Launch Google Performance Max or Search only after choosing a measurable conversion goal, confirming tracking, preparing relevant ads and landing pages, and documenting brand and URL controls.

新品牌搭建 Meta 广告时，应先明确可验证的业务行动，检查落地页与转化信号，再根据投放状态诊断学习期，而不是反复改动广告组。

Set up Meta ads around a measurable business action, verify the destination and conversion signal, and diagnose delivery status before changing an ad set that is learning.

不用付费数据库做美国与加拿大市场调研，应先明确要做什么决定，再按问题选择人口、支出、商品贸易或相对搜索兴趣资料。两国数据只有在单位、地区、时期和分类口径一致时才能比较。

Research U.S. and Canadian markets without paid databases by defining the decision first, then matching it to official population, spending, trade and relative search-interest sources.

JTBD用来理解消费者在具体情境中想完成什么；STP用来选择可触达的目标人群，并建立有证据的定位；AISAS用来设计发现、查证、行动与分享的路径。先解决当前最不确定的问题，再组合框架。

Use JTBD to understand the progress customers seek in a specific situation, STP to choose a reachable audience and evidence-backed positioning, and AISAS to plan how people discover, investigate, act and share. Begin with the uncertainty you need to resolve.

达人合作 brief 是品牌或代理商在开拍前交给创作者的书面任务说明，一次写清活动目标、受众洞察、核心信息与禁区、交付清单与规格、广告披露义务、素材使用权与排他范围、时间节点、审批与修改流程、衡量方式和对接人。

An influencer brief is the written assignment for a creator collaboration.

验收达人营销结案报告，先核对交付，再检查每项结果的来源、分母、成本范围与统计窗口。

Accept an influencer campaign report only when each result has a traceable source, a defined denominator, and a matching cost and measurement scope.

达人与品牌的关系可能影响观众对推荐的判断，且观众不会合理预期这种关系时，应清楚披露。

Influencers should disclose a brand relationship when it could affect how viewers assess an endorsement and is not reasonably expected.

筛选已识别的达人账号，要核对链接与账号是否一致、近期内容是否符合要求、受众地域证据是否足够，以及内容调性、品牌安全和可见披露是否符合书面标准。

Vetting an already identified creator account means confirming that the URL, current content, audience evidence, and brand-safety signals support a written requirement.

达人互动率（ER）等于已观察到的互动数除以明确分母，再乘以 100。按播放量计算，表示每次报告播放量对应的互动；按粉丝数计算，表示互动相对于注明日期的粉丝规模。

Influencer engagement rate (ER) is observed engagements divided by a stated denominator, multiplied by 100. ER by views describes interactions per reported play; ER by followers describes interactions relative to a dated follower count.