The playbook
Display Advertising: Checklist
Use this display advertising checklist before a new release, a handoff, or a scheduled review. Its purpose is to verify the decisions that affect qualified visits from approved placements. Check an actual campaign or conversion record; a box marked complete without evidence does not show that the customer journey works.
Put the task in context
Review where ads run as well as how many impressions they receive. Check mobile readability, accidental-click risk, and post-click behavior. Use placement and audience feedback to decide whether the campaign is reaching a relevant context.
Before you use the checklist
Name the exact item being checked and its purpose. Gather placement, asset, offer, quality review. If one of those details is unknown, mark it as unknown and assign a way to resolve it. An invented value makes the checklist look complete while weakening every later decision.
Working checklist
| Check | Evidence to keep | Responsible role |
|---|---|---|
| Define the campaign's audience and role | A dated observation showing how placement was verified | campaign lead |
| Create clear assets for supported sizes | A dated observation showing how asset was verified | creative or tracking owner |
| Review placement quality and meaningful post-click outcomes | A dated observation showing how offer was verified | budget owner |
Check the failure path
- Look specifically for this failure: buying broad impressions without checking where ads appear.
- Review placement relevance exclusions and downstream quality. Record the actual correction, not just the intention to make it.
- Repeat the affected task after the correction and check quality review.
- Make sure the next owner can find the decision and supporting evidence.
Use three outcomes for each check
Mark an item as complete only when the expected behavior or information has been observed. Mark it as incomplete when a required condition is absent. Use not applicable when the condition genuinely does not belong to the chosen scope, and write a short reason. These states keep a review useful without forcing every process into an identical mold.
For example, if the check is “Define the campaign's audience and role,” a meeting about the subject is not the evidence itself. Retain the relevant placement and asset, the decision made from them, and the result of checking that decision. The record should allow someone who missed the meeting to understand what changed.
Decide what must be resolved first
An incomplete item that prevents use visual ad placements to communicate a relevant offer and route interested visitors deserves attention before a cosmetic improvement. Assign an owner and a next action to that issue. Keep optional refinements visible, but do not let them obscure a failure in the core process.
Close the review
Recheck corrected items and note anything still uncertain. The checklist is finished when the next owner understands what was verified and what remains open. Follow qualified visits from approved placements using a consistent definition so later reviews can connect execution quality with useful results.
Treat audience, offer, creative, destination, and tracking as connected parts of the campaign. If several change together, the result does not identify which change mattered. Record the differences before using the result to set a new budget.
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