# Ecommerce advertising campaign workbook

Use this workbook to turn the [eight-step advertising learning path](/learn/ecommerce-advertising/) into one campaign you can explain and evaluate. Copy the fields into your own document, or print this page. No signup is required. Examples in the guides are illustrative; replace them with your product facts and observed costs.

## 1. Choose the decision

- Product and in-stock variants: ______
- What we need to learn: ______
- Purchase destination: ______
- Offer and evidence supporting its claims: ______
- Campaign owner and approval date: ______
- Who monitors spend, support and fulfillment: ______

We will show [product] to people in [buying situation], demonstrate [benefit] with [evidence], and evaluate [outcome] by [review window], with a maximum test spend of [amount].

## 2. Build the buyer brief

| Field | Your answer | Evidence and date |
|---|---|---|
| Trigger for shopping | ______ | ______ |
| Desired outcome | ______ | ______ |
| Alternatives considered | ______ | ______ |
| Main objection | ______ | ______ |
| Proof that would help | ______ | ______ |
| Buyer, user or gift giver | ______ | ______ |
| Unverified assumption | ______ | ______ |

Interview prompts: What changed? What did you compare? What nearly stopped you? What helped you choose? Note the sample size. A few interviews generate hypotheses rather than market percentages.

## 3. Record targeting decisions

| Setting | Choice | Reason | Control or suggestion in this setup? |
|---|---|---|---|
| Delivery geography | ______ | ______ | ______ |
| Language | ______ | ______ | ______ |
| Relevant age or eligibility restriction | ______ | ______ | ______ |
| Audience hypothesis | ______ | ______ | ______ |
| Customer exclusion or definition | ______ | ______ | ______ |

Confirm the current account settings. Do not narrow delivery simply to match invented persona details. Record the date and review actual delivery after launch.

## 4. Map keywords and intent

| Theme or observed query | Intent hypothesis | Destination | Match approach | Review decision |
|---|---|---|---|---|
| ______ | ______ | ______ | ______ | ______ |
| ______ | ______ | ______ | ______ | ______ |
| ______ | ______ | ______ | ______ | ______ |

Negative-keyword log: observed query ______; reason it cannot be served ______; negative term ______; match type ______; scope ______; owner/date ______. Check that the exclusion will not block relevant products or offers.

## 5. Write the creative brief

- Person and recognizable situation: ______
- Problem or purchase question: ______
- Concrete benefit: ______
- Product mechanism: ______
- Demonstration or truthful evidence: ______
- Objection to answer: ______
- CTA and matching page section: ______
- Claim owner and verification: ______

For RSAs, prepare distinct assets covering product relevance, benefit, objection and action. Check the current platform limits and read multiple combinations. For video, use the storyboard below.

| Moment | Shot | Spoken or on-screen message | Evidence needed |
|---|---|---|---|
| Opening | ______ | ______ | ______ |
| Demonstration | ______ | ______ | ______ |
| Objection answer | ______ | ______ | ______ |
| Next step | ______ | ______ | ______ |

## 6. Agree on creator deliverables

- Hooks, completed edits, crops and captions: ______
- Raw footage and editing permissions: ______
- Organic usage, platforms and duration: ______
- Paid usage, territories and duration: ______
- Creator-account authorization and expiry: ______
- Production fee, license fee and renewal: ______
- Review deadline, revisions and final approver: ______
- Disclosure, music and asset-rights review: ______

Acceptance checklist: accurate product; supported claims; audible sound; readable captions; clear product demonstration; appropriate disclosure; documented usage; working CTA. Note any must-fix issue before publishing.

## 7. Model the economics and loss ceiling

Use one currency and a consistent revenue definition. Do not count the same shipping, fee or return cost twice.

- Net revenue per order: ______
- Product cost: ______
- Variable fulfillment, packaging and net shipping cost: ______
- Payment fees and other variable costs: ______
- Expected return/refund impact: ______
- Contribution before ads: net revenue minus the above costs = ______
- Desired contribution left after media: ______
- Allowable media acquisition cost for the chosen order/customer definition: ______
- Media test budget: ______
- Production, licensing and other acquisition costs: ______
- Maximum affordable loss and review owner: ______

Use the [order economics calculator](/learn/calculator/) to check your assumptions. First-order break-even revenue ROAS is net revenue divided by contribution before ads, when contribution is positive, before overhead and any acquisition expenses excluded from that contribution calculation.

| Scenario | Assumed CPC | Purchase rate | Expected orders | Contribution after media and defined production costs |
|---|---|---|---|---|
| Cautious | ______ | ______ | ______ | ______ |
| Base | ______ | ______ | ______ | ______ |
| Strong | ______ | ______ | ______ | ______ |

Expected clicks = media spend / CPC. Expected orders = clicks × purchase rate. These are planning scenarios, not forecasts or confidence intervals.

## 8. Verify and review

- [ ] Ad and page describe the same product and offer.
- [ ] Stock, delivery and returns information are accurate.
- [ ] Mobile variant selection, cart and checkout work.
- [ ] Test purchase value, currency and event count are correct.
- [ ] Consent choices and duplicate-event handling are respected.
- [ ] Campaign settings, budget controls and monitoring owner are recorded.
- [ ] Primary outcome and comparison are defined.
- [ ] Conversion lag and review window are documented.

| Review field | Result |
|---|---|
| Spend and complete acquisition costs | ______ |
| Purchases and new customers separately | ______ |
| Net revenue, refunds and contribution | ______ |
| Operational issues and changes made | ______ |
| Evidence supporting the conclusion | ______ |
| Remaining uncertainty | ______ |
| Decision: continue, revise, stop or scale | ______ |
| Next action, owner and review date | ______ |

Pause broken experiences promptly. Use the planned review to interpret a functioning campaign. If the evidence is too limited, record an inconclusive result rather than inventing a winner.