Use this workbook to turn the eight-step advertising learning path 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 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.
Want help applying this to your store?
Take the free store assessment for a suggested next step, or book a 15-minute call to talk it through.