E-commerce paid-media planning questions
Status: qualitative, unscored planning aid.
Required gates
- Context gate: document product economics, fulfillment, inventory, seasonality, customer type, geography, objective, conversion value, return behavior, and approved budget ceiling.
- Evidence gate: use current catalog, margin, order, analytics, experiment, and current official source IDs; distinguish platform-reported revenue from reconciled business value.
- Feed gate: verify product identity, availability, price, destination, policy status, and update ownership before relying on catalog-driven activity.
- Regulatory gate: identify product, pricing, promotion, endorsement, privacy, age, and regional obligations and obtain qualified review where needed.
- Mutation gate: keep campaign, feed, price, audience, and budget changes as drafts until exact approval, idempotency, verification, and rollback evidence exists.
Planning questions
- Which products, categories, regions, and customer states are in scope?
- How are contribution, returns, discounts, shipping, tax, and repeat value represented?
- Which acquisition and retention outcomes can be reconciled outside ad platforms?
- Which platform capabilities fit the catalog, intent, creative, and measurement evidence?
- What audience use, suppression, consent, and retention boundaries apply?
- Which creative and landing claims match the current product record?
- What uncertainty could make a budget or product recommendation misleading?
Candidate considerations
- Consider catalog, search, discovery, retargeting, and retention roles as hypotheses.
- Compare new-customer and repeat-customer outcomes without blending their economics.
- Use reversible experiments and account-defined guardrails rather than universal rules.
Output guardrails
- Return qualitative choices, tradeoffs, dependencies, source IDs, and measurement plans.
- Do not prescribe channel shares, bid strategies, creative volumes, pacing thresholds, or return targets.