Last Updated / Reviewed: Sept 9th, 2021
Execution Time: ~5-14 Days
Goal: To provide a high level overview of the client’s business and to provide ad guidelines for the designers.
Ideal Outcome: The designer will be able to produce ads that fulfill the requirements of the ad campaign.
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: After the strategy call with the client.
Who does this: The account or project manager.
- How to Fill in This Brief
This design brief contains 4 main sections:
- Project Background — Provide a quick overview of the project and the client’s background. What is the company mission and what type of products or service they provide.
- Campaign Objective — Describe the goal of this advertising campaign. What are you hoping to achieve for the client and the type of ads/creative resources needed for this campaign.
- Client’s Details — A summary of the client’s business for the designer which includes current website, brand guidelines, product description, Unique Selling Point (USP), target audience, and competitors. You should also include a link where the designer can access all the creative assets provided by the client.
- Ad Image Specs — Describe the specification of the ads required. What type of ads, how many of them are required, and its creative direction. The templates provided below are popular image ad formats on Facebook (Facebook Feed, Carousel, and right-hand column ad).
- Ads references — Include screenshots of competitor’s or client’s existing ads for reference.
Facebook Ad Creative Brief
PROJECT BACKGROUND
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CAMPAIGN OBJECTIVE
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CLIENT’S DETAILS
AD IMAGE SPECS
Facebook Feed Ad
Number of image(s) required | 3 |
|---|---|
Dimension | |
Ad Image Copy | |
Notes | |
File Type | |
Max File Size |
Facebook Carousel Ad
Number of image(s) required | 3 |
|---|---|
Dimension | |
Ad Image Copy | |
Notes | |
File Type | |
Max File Size |
Facebook Right-Hand Column Ad
Number of image(s) required | 3 |
|---|---|
Dimension | |
Ad Image Copy | |
Notes | |
File Type | |
Max File Size |
Ad References (Competitor’s or Current Ads)
