When to use it
- Reporting brand search activity to marketing leads, partners or clients every week.
- Keeping a dated record of what was known when a decision was made.
- Separating monitoring measures from your own ad account metrics.
What it contains
| Field | What to write |
|---|---|
| Headline | One sentence: the most important change or "no decisions needed". |
| Decisions | Each item with its owner and due date. |
| Coverage | Dates, time zone, keywords, engines, locations, devices and schedule. |
| Collection quality | Checks planned, completed and failed. |
| Configuration changes | What changed and from which date. |
| Changes | Newly observed, returning and not observed advertisers, and message changes. |
| Examples | Three to five ads with full context and links. |
| Metrics | Each number with its numerator, denominator and source. |
| Queue | New, open and closed questions, and next week's plan. |
Tips
- Keep "completed, no ads observed" apart from "failed or not run". The first is a result; the second is a gap.
- Never call a monitoring percentage market share or impression share.
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.