Goal: To create a document with crystal-clear directions that any designer can understand.
Ideal Outcome: The designer will be able to produce killer ads on the first go.
Prerequisites or requirements: You should’ve had a strategy call with the client and completed the ad campaign brief.
Why this is important: By having a clear understanding of the business requirements and objectives, your designers will be able to deliver high-quality, relevant creatives for the ad campaigns.
Where this is done: Email, Google Docs.
When this is done: Every time you are promoting a new offer, or need to refresh your creatives.
Who does this: The account or project manager.
Environment Setup
Make a copy of the Creative Ads Brief Template before you start.
How to fill in the Creative Ads Brief Template
Project Description— Provide a quick overview of the project and some context around the product or service you’re promoting.
Objective — Describe the objective and the primary actions/emotions you want the ads to invoke.
Customer Audience — Who is the target audience for the product or service.
Current Assets — All relevant links (product, landing pages), design and image files, guidelines, colour palette that will help designers create the ads more effectively.
Competitors — Links to competitors sites or resources that might inspire your designer.
Ads Details — Describe the ads you need in detail including a mock, ad copy, creative directions, and image sizes.
Once you’ve filled in the brief, send it over to your designer via email or project management tool of your choice and include a deadline for delivery.
Scroll down below to view a sample creative brief for designers.
Sample Creative Brief
Note: This is a fictional creative brief for running responsive display ads on Google.
PROJECT DESCRIPTION
We’re publishing a new ebook on beginner’s guide to meditation. Once the ebook is alive, we will be running Google Ads campaigns to promote it.
OBJECTIVE
Drive 1000 first chapter download for the ebook.
CUSTOMER AUDIENCE
Entrepreneurs, 20-55, based in Canada. Interested in personal growth, health and wellness, and mindfulness.
CURRENT ASSETS
REFERENCES
ADS NEEDED
AD #1
Main offer/key messaging/headline: How to Meditate for Beginners
CTA: Learn More
Reference/Mock: Sample
Notes: Make sure background colour follows the design guideline mentioned in current assets.
Dimension:
1200 x 1200
1200 x 628
AD #2
Main offer/key messaging/headline: Mindfulness Meditation for Beginners
CTA: Learn More
Reference/Mock: Sample
Notes: Highlight ebook in multiple formats, i.e front cover, in browser, and on an ipad.
Dimension:
1200 x 1200
1200 x 628
AD #3
Main offer/key messaging/headline: A 30 Day Step-byStep Meditation eBook
CTA: Learn More
Reference/Mock: Sample
Notes: Illustrate before vs after effect after reading the meditation ebook.
Dimension:
1200 x 1200
1200 x 628