The playbook
Display Advertising: Template and Field Guide
This display advertising template turns a broad task into a record another person can use. It captures placement, asset, offer, then connects that information to a decision. Copy the table into your working document or system and create a separate record for each item in scope.
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.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| placement | Record the placement associated with this campaign or conversion record. Use a stable reference so later updates can be matched. |
| asset | Record the asset associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| offer | Record the offer associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| quality review | Record the quality review associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| Decision field | Entry instructions |
|---|---|
| Observed problem | Describe the actual condition and where it was observed. |
| Recommended action | State the smallest action that resolves the documented problem. |
| Evidence | Link to the record, observation, or test supporting the action. |
| Owner and next review | Name the accountable person and when the decision should be revisited. |
How to complete the worksheet
Begin with placement. Use the same reference throughout the record so notes are not attached to the wrong item. Then define the campaign's audience and role. This establishes the information required before the worksheet becomes a request for action.
Next, create clear assets for supported sizes. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as buying broad impressions without checking where ads appear, rather than a broad instruction to “improve performance.”
Finally, review placement quality and meaningful post-click outcomes. Put review placement relevance exclusions and downstream quality in the action field only when it addresses the observed condition. If the problem is different, change the action. The template is a structure for judgment, not a reason to apply the same fix everywhere.
Illustrative completed decision
| Part | Illustrative entry |
|---|---|
| Problem | Buying broad impressions without checking where ads appear |
| Action | Review placement relevance exclusions and downstream quality |
| First check | Define the campaign's audience and role |
| Follow-up check | Review placement quality and meaningful post-click outcomes |
| Outcome to define | qualified visits from approved placements |
Adapt the fields without losing meaning
You can add fields required by your team, but each should change a decision or preserve necessary context. Keep factual observations separate from recommendations. If asset changes, record the new value and its effective date instead of silently rewriting the context of an earlier decision.
Use the record in a handoff
Ask the receiving owner to explain the next action using only the worksheet. Missing context becomes visible quickly during that exercise. Repair the record before applying the structure to a larger batch. Keep qualified visits from approved placements connected to the item so the team can later assess whether the action was useful.
Check the destination and the resulting business record before increasing spend. A campaign can send relevant traffic to a form that fails, routes incorrectly, or records duplicates. Fixing that path may change the interpretation of campaign performance.
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