Last Updated / Reviewed: Sept 16th, 2021
Execution Time: ~5-14 Days
Goal: To propose a campaign strategy for the client to help them achieve their business goals.
Ideal Outcome: The client approves the strategy before the performance team executes the campaign
Prerequisites or requirements: You should have completed the kickoff call with the client and understand their business.
Why this is important: To make sure both the client and the performance team are aligned on the campaign execution and to avoid future misunderstandings.
Where this is done: Google Slide.
When this is done: After the kickoff call with the client.
Who does this: The account manager or performance team lead.
Make a copy of this Campaign Proposal Template before you start creating the proposal.
The following describes how you should approach each section of the campaign proposal.
- On this slide you will want to describe a summary of the issues / opportunities your team found on the client’s website, ad account, or competitors.
- Use these SOPs to perform the required analysis:
- Present your findings as succinctly as possible. What were the issues and why are they important to address?
- Present a realistic solution and why it may work.
- Describe the high level campaign strategy.
- Create a visual representation of your Facebook ads strategy that you can present to your client.
- Include a screenshot of the strategy for the client to visualize the strategy.
- Reiterate the goals the client described during the kickoff call and explain how that translates to measurable goals for the ad campaign.
- Ideally you want to propose specific goals that are measurable, achievable, relevant, and time bound.
- Provide clarity on what are exact deliverables the client can expect from your team.
- Deliverables might include:
- Project Planning and Management — How will your team plan and manage the project with the client
- Analytics Setup — Which tracking codes will your team set up and for which platform.
- Landing Page Creation — What landing page(s) will your team create.
- Creatives — How will your team create / collaborate with the client to produce high quality ad creatives.
- Campaign Management — How will your team manage the ad campaign to produce results
- Reporting — How frequent will your team report ad campaign results for the client and in what format.
- Propose a realistic timeline for the deliverables and expected results.
- Make sure the client understands key milestones and deliverables needed from them.
- Get the final approval from the client on the campaign strategy before your team starts the execution.