What to Include in a Brief Document

Campaign Overview:

• Campaign goals: What are the specific objectives of the campaign (e.g., drive website traffic, increase conversions, generate leads)?
• Target audience: Who are we trying to reach with this campaign (demographics, interests, pain points)?
• Channels: Which channels will the ads run on (search, social media, display, etc.)?
• Budget: What is the allocated budget for the campaign?

Performance Data and Insights:

• Historical performance: Share results from past campaigns targeting similar audiences or products.
• Top-performing creatives: Highlight elements from previous successful ads (e.g., headlines, keywords, visuals).
• Competitive analysis: Briefly describe competitor ads and messaging.
• Key performance indicators (KPIs): Define the metrics you'll use to measure success (e.g., click-through rate, conversion rate, cost per acquisition).

Creative Specifications:

• Messaging framework: Provide key messages and brand voice guidelines.
• Call to action (CTA): Specify the desired action the audience should take.
• Creative formats: Indicate any specific format requirements (e.g., character limits, image sizes).
• Landing page details: Share where users will be directed after clicking the ad.

Additional Information:

• Brand assets: Provide access to logos, images, and other brand assets.
• Timeline: Clearly define deadlines for content delivery and feedback.
• Approval process: Explain how content will be reviewed and approved.

Remember:

• Keep the brief concise and easy to understand.
• Focus on data and insights to drive content decisions.
• Clearly communicate campaign goals and expectations.
• Allow room for collaboration and feedback.