Before the first click is bought, a few quick checks on tracking, landing pages and budget save weeks of guesswork.

A short checklist of what a good brief contains, and the three things most teams forget to write down.

You do not need dancing. You need a clear idea, a steady phone and a rhythm you can keep up.

A simple agenda, the right people in the room and one output everybody leaves with.

Impressions, clicks and position: the few numbers worth watching and what to do when they move.

Most guidelines are a logo page and a colour chart. Here is what makes one useful for the people who apply it.