The playbook
Ecommerce Advertising: Template and Field Guide
This ecommerce advertising template turns a broad task into a record another person can use. It captures product, price, availability, 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
Keep price, variant, availability, and destination synchronized with the promoted product. Reconcile purchases with returns and cancellations when judging economics. Revenue alone can favor a product that has little contribution after product and fulfillment costs.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| product | Record the product associated with this campaign or conversion record. Use a stable reference so later updates can be matched. |
| price | Record the price associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| availability | Record the availability associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| margin | Record the margin associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| purchase | Record the purchase 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 product. Use the same reference throughout the record so notes are not attached to the wrong item. Then keep product data price and availability current. This establishes the information required before the worksheet becomes a request for action.
Next, match creative and destination to the product promise. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as scaling spend from revenue figures that ignore returns and low margins, rather than a broad instruction to “improve performance.”
Finally, account for returns margins and repeat purchases in evaluation. Put review contribution economics before increasing budget 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 | Scaling spend from revenue figures that ignore returns and low margins |
| Action | Review contribution economics before increasing budget |
| First check | Keep product data price and availability current |
| Follow-up check | Account for returns margins and repeat purchases in evaluation |
| Outcome to define | profitable confirmed purchase outcomes |
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 price 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 profitable confirmed purchase outcomes connected to the item so the team can later assess whether the action was useful.
Review offer eligibility and fulfillment capacity alongside campaign response. Demand that the business cannot serve is not a useful acquisition result. Update messages and routing when availability or service boundaries change.
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