When to use it
- Asking legal, a partner manager or an agency to review one ad.
- Keeping facts, later visits and interpretation in separate places.
- Recording the outcome and the next owner so the next reviewer sees a considered decision.
What it contains
| Field | What to write |
|---|---|
| Decision requested | One question, the reviewer, the due date and why. |
| Brand and project | The brand and project the observation belongs to. |
| Search, engine | The exact search term, and Google or Bing. |
| Location, device, time and time zone | For example Chicago, mobile, 10:14 a.m. ET. |
| Advertiser domain | As captured. |
| Ad text (exact) | Headline and description, unedited. |
| Displayed and destination URLs (exact) | Both, unedited. |
| Record link and attachments | Link to the saved observation, export rows and screenshots. |
| Later visits or checks | Each with its own time. |
| Relationship and source | The label, who confirmed it and when. |
| Relevant policy or agreement | A reference only, not a summary. |
| Known gaps | What is missing and who is checking it. |
| Outcome and next owner | Filled in by the reviewer. |
Tips
- Write "the ad appeared for the search", not "they bid on our brand": a search is not the advertiser's keyword.
- Words such as infringing or illegal belong only in a decision made by an authorized reviewer.
The full guide
A guide explaining this template is coming to the blog.
These templates work with any monitoring tool. They record your own observations and decisions; they are not a legal form.