{"slug":"sop-137-create-a-design-brief-for-google-display-ads","title":"Create a Design Brief for Google Display Ads","tags":["source:clickminded","type:sop","server:clickminded-sop","design","brief","google","display"],"agent_summary":"SOP 137: Create a Design Brief for Google Display Ads Create a brief with crystal-clear directions that any designer can understand and produce winning creatives. __Last Updated / Reviewed:__ 03/28/20","trigger_phrases":["create a design brief for google display ads","how to create a design brief for google display ads"],"runnable":false,"markdown":"\r\nSOP 137: Create a Design Brief for Google Display Ads\r\n\r\nCreate a brief with crystal-clear directions that any designer can understand and produce winning creatives.\r\n\r\n__Last Updated / Reviewed:__ 03/28/2024\r\n\r\n__Execution Time:__ 30mins -1 hour\r\n\r\n__🚀 Goal:__ To create a document with crystal-clear directions that any designer can understand.\r\n\r\n__🤞 Ideal Outcome:__ The designer will be able to produce killer ads on the first go.\r\n\r\n__🤔 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.\r\n\r\n__🧐 Where this is done__ Email, Google Docs.\r\n\r\n__🗓️ When this is done:__ Every time you are promoting a new offer, or need to refresh your creatives.\r\n\r\n__👨 Who does this:__ The account or project manager.\r\n\r\n__⚠️Prerequisites or requirements: __You should’ve had a strategy call with the client and completed the ad campaign brief.\r\n\r\n[__Click here to get the most up-to-date version of this SOP__](https://members.clickminded.com/sop/137)\r\n\r\n## Environment Setup\r\n\r\nMake a copy of the Template 041: Google Display Ads Creative Brief Template ([web version](https://members.clickminded.com/template/041/)) before you start.\r\n\r\n__How to fill in the Creative Ads Brief Template__\r\n\r\n__Project Description__— Provide a quick overview of the project and some context around the product or service you’re promoting.\r\n\r\n__Objective__ — Describe the objective and the primary actions/emotions you want the ads to invoke.\r\n\r\n__Customer Audience__ — Who is the target audience for the product or service.\r\n\r\n__Current Assets__ — All relevant links (product, landing pages), design and image files, guidelines, colour palette that will help designers create the ads more effectively.\r\n\r\n__Competitors__ — Links to competitors sites or resources that might inspire your designer.\r\n\r\n__Ads Details__ — Describe the ads you need in detail including a mock, ad copy, creative directions, and image sizes.\r\n\r\nOnce 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.\r\n\r\nScroll down below to view a sample creative brief for designers.\r\n\r\n## Sample Creative Brief\r\n\r\n__Note:__ This is a fictional creative brief for running responsive display ads on Google.\r\n\r\n## PROJECT DESCRIPTION\r\n\r\nWe’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.\r\n\r\n## OBJECTIVE\r\n\r\nDrive 1000 first chapter download for the ebook.\r\n\r\n## CUSTOMER AUDIENCE\r\n\r\nEntrepreneurs, 20-55, based in Canada. Interested in personal growth, health and wellness, and mindfulness.\r\n\r\n## CURRENT ASSETS\r\n\r\n- [Home, product or landing page(s)](https://www.google.com/search?tbm=bks&hl=en&q=meditation)\r\n- [Customer Testimonial page](https://www.google.com/search?tbm=bks&hl=en&q=meditation)\r\n- [Design/Image files](https://www.google.com/search?tbm=bks&hl=en&q=meditation)\r\n- [Design Guidelines](https://www.google.com/search?tbm=bks&hl=en&q=meditation)\r\n\r\n## REFERENCES\r\n\r\n- [Competitor \\#1](https://cln.sh/AHOsfq)\r\n- [Competitor \\#2](https://cln.sh/8ZFZXN)\r\n- [Competitor \\#3](https://cln.sh/WuesYM)\r\n\r\n## ADS NEEDED\r\n\r\n \r\n\r\n### 01▸ AD \\#1\r\n\r\n__Main offer/key messaging/headline__: How to Meditate for Beginners\r\n\r\n__CTA__: Learn More\r\n\r\n__Reference/Mock__: [Sample](https://cln.sh/CIWezk)\r\n\r\n__Notes__: Make sure background colour follows the design guideline mentioned in current assets.\r\n\r\n__Dimension__:\r\n\r\n- 1200 x 1200\r\n- 1200 x 628\r\n\r\n### 02▸ AD \\#2\r\n\r\n__Main offer/key messaging/headline__: Mindfulness Meditation for Beginners\r\n\r\n__CTA__: Learn More\r\n\r\n__Reference/Mock__: [Sample](https://cln.sh/QQ4Otd)\r\n\r\n__Notes__: Highlight ebook in multiple formats, i.e front cover, in browser, and on an ipad.\r\n\r\n__Dimension__:\r\n\r\n- 1200 x 1200\r\n- 1200 x 628\r\n\r\n### 03▸ AD \\#3\r\n\r\n__Main offer/key messaging/headline__: A 30 Day Step-byStep Meditation eBook\r\n\r\n__CTA__: Learn More\r\n\r\n__Reference/Mock__: [Sample](https://cln.sh/8ljKNy)\r\n\r\n__Notes__: Illustrate before vs after effect after reading the meditation ebook.\r\n\r\n__Dimension__:\r\n\r\n- 1200 x 1200\r\n- 1200 x 628","html":"<p>SOP 137: Create a Design Brief for Google Display Ads</p>\n<p>Create a brief with crystal-clear directions that any designer can understand and produce winning creatives.</p>\n<p><strong>Last Updated / Reviewed:</strong> 03/28/2024</p>\n<p><strong>Execution Time:</strong> 30mins -1 hour</p>\n<p><strong>🚀 Goal:</strong> To create a document with crystal-clear directions that any designer can understand.</p>\n<p><strong>🤞 Ideal Outcome:</strong> The designer will be able to produce killer ads on the first go.</p>\n<p><strong>🤔 Why this is important:</strong> 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.</p>\n<p><strong>🧐 Where this is done</strong> Email, Google Docs.</p>\n<p><strong>🗓️ When this is done:</strong> Every time you are promoting a new offer, or need to refresh your creatives.</p>\n<p><strong>👨 Who does this:</strong> The account or project manager.</p>\n<p>__⚠️Prerequisites or requirements: __You should’ve had a strategy call with the client and completed the ad campaign brief.</p>\n<p><a href=\"https://members.clickminded.com/sop/137\"><strong>Click here to get the most up-to-date version of this SOP</strong></a></p>\n<h2>Environment Setup</h2>\n<p>Make a copy of the Template 041: Google Display Ads Creative Brief Template (<a href=\"https://members.clickminded.com/template/041/\">web version</a>) before you start.</p>\n<p><strong>How to fill in the Creative Ads Brief Template</strong></p>\n<p><strong>Project Description</strong>— Provide a quick overview of the project and some context around the product or service you’re promoting.</p>\n<p><strong>Objective</strong> — Describe the objective and the primary actions/emotions you want the ads to invoke.</p>\n<p><strong>Customer Audience</strong> — Who is the target audience for the product or service.</p>\n<p><strong>Current Assets</strong> — All relevant links (product, landing pages), design and image files, guidelines, colour palette that will help designers create the ads more effectively.</p>\n<p><strong>Competitors</strong> — Links to competitors sites or resources that might inspire your designer.</p>\n<p><strong>Ads Details</strong> — Describe the ads you need in detail including a mock, ad copy, creative directions, and image sizes.</p>\n<p>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.</p>\n<p>Scroll down below to view a sample creative brief for designers.</p>\n<h2>Sample Creative Brief</h2>\n<p><strong>Note:</strong> This is a fictional creative brief for running responsive display ads on Google.</p>\n<h2>PROJECT DESCRIPTION</h2>\n<p>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.</p>\n<h2>OBJECTIVE</h2>\n<p>Drive 1000 first chapter download for the ebook.</p>\n<h2>CUSTOMER AUDIENCE</h2>\n<p>Entrepreneurs, 20-55, based in Canada. Interested in personal growth, health and wellness, and mindfulness.</p>\n<h2>CURRENT ASSETS</h2>\n<ul>\n<li><a href=\"https://www.google.com/search?tbm=bks&#x26;hl=en&#x26;q=meditation\">Home, product or landing page(s)</a></li>\n<li><a href=\"https://www.google.com/search?tbm=bks&#x26;hl=en&#x26;q=meditation\">Customer Testimonial page</a></li>\n<li><a href=\"https://www.google.com/search?tbm=bks&#x26;hl=en&#x26;q=meditation\">Design/Image files</a></li>\n<li><a href=\"https://www.google.com/search?tbm=bks&#x26;hl=en&#x26;q=meditation\">Design Guidelines</a></li>\n</ul>\n<h2>REFERENCES</h2>\n<ul>\n<li><a href=\"https://cln.sh/AHOsfq\">Competitor #1</a></li>\n<li><a href=\"https://cln.sh/8ZFZXN\">Competitor #2</a></li>\n<li><a href=\"https://cln.sh/WuesYM\">Competitor #3</a></li>\n</ul>\n<h2>ADS NEEDED</h2>\n<p> </p>\n<h3>01▸ AD #1</h3>\n<p><strong>Main offer/key messaging/headline</strong>: How to Meditate for Beginners</p>\n<p><strong>CTA</strong>: Learn More</p>\n<p><strong>Reference/Mock</strong>: <a href=\"https://cln.sh/CIWezk\">Sample</a></p>\n<p><strong>Notes</strong>: Make sure background colour follows the design guideline mentioned in current assets.</p>\n<p><strong>Dimension</strong>:</p>\n<ul>\n<li>1200 x 1200</li>\n<li>1200 x 628</li>\n</ul>\n<h3>02▸ AD #2</h3>\n<p><strong>Main offer/key messaging/headline</strong>: Mindfulness Meditation for Beginners</p>\n<p><strong>CTA</strong>: Learn More</p>\n<p><strong>Reference/Mock</strong>: <a href=\"https://cln.sh/QQ4Otd\">Sample</a></p>\n<p><strong>Notes</strong>: Highlight ebook in multiple formats, i.e front cover, in browser, and on an ipad.</p>\n<p><strong>Dimension</strong>:</p>\n<ul>\n<li>1200 x 1200</li>\n<li>1200 x 628</li>\n</ul>\n<h3>03▸ AD #3</h3>\n<p><strong>Main offer/key messaging/headline</strong>: A 30 Day Step-byStep Meditation eBook</p>\n<p><strong>CTA</strong>: Learn More</p>\n<p><strong>Reference/Mock</strong>: <a href=\"https://cln.sh/8ljKNy\">Sample</a></p>\n<p><strong>Notes</strong>: Illustrate before vs after effect after reading the meditation ebook.</p>\n<p><strong>Dimension</strong>:</p>\n<ul>\n<li>1200 x 1200</li>\n<li>1200 x 628</li>\n</ul>\n"}