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Five ways to make your mobile PPC strategy work for you



Five ways to make your mobile PPC strategy work for you

With half of the population stuck to their smartphones, checking on the most recent coronavirus updates, it seems imperative to have a clear idea of how do you want your digital marketing campaign to be.

Focusing on Google Ads, you should already know that mobile advertising is becoming more and more important, with search volumes growing faster than desktop ones. Apart from this, some other trends are visible here as well:

  1. Mobile CTR’s are ranking lower in positions than tablets or desktops.
  2. From last year, search CPCs have experienced an increase.
  3. Mobile impressions are receiving greater penalisations than their desktop counterparts.

 All these trends together make mobile PPC campaigns strongly volatile and uncertain. Therefore, it might be worth thinking of new ways to boost your paid search strategy.

Set goals for your mobile PPC campaign and incentivise your consumers

The very first step of your PPC mobile campaign should be to determine what your overall goals are. Therefore, you will have to analyse certain variables, such as specific, measures, expectations, and time.  

Apart from this, do not forget how important is to offer incentives and call-to-action to implement your ad campaign. Make sure that you offer a unique user experience in terms of offers and promotions: the more customised and personalised your site is, the more attractive your campaign will be. On the other hand, advertisers can create mobile-preferred ads, so only users that are searching for their queries on their phones will see them.

Add sitelink extensions

In a nutshell, sitelinks are extra links that will help users to navigate through your site, as they will choose the link that is more relevant to them. You can manage this through your Google AdWords dashboard, choosing the phrase you want to display and the links you want to use.

Some tips on how to set up your sitelink extensions would be:

  • Keep link text short: if you use a few links, you will be able to use more links. The limit is 25 characters in total.
  • Create links that reflect your site: you can look for new ideas on your website’s navigation bars.
  • Add descriptions: the more information you can add about your links, the more customers you will attract.
google adwords

Find the right PPC keywords

As in any other digital marketing strategy, keywords are one of the top factors. These are the keywords you choose to target your audience through Google AdWords and other platforms. On one hand, context is a relevant variable for mobile PPC, as users are always changing their keywords and phrases when performing their searches. Perform a competitors’ audit to find out the keywords that they are using (and that you are not) to help you upgrade your search abilities.

Do not forget to use negative keywords, as it is important to tell to Google those keywords you do not want to rank for.   

Add call-only ads

If you want to appear more approachable to your customers, or you do not have a mobile website and want to drive some conversions, you can always use call extensions. Call extensions work in a different way than traditional ads: instead of directing your customers to your landing page, you can give them the option to call you. You can edit this option on Google Ads, then clicking on edit phone number, and then on showing just your phone number.

Add structured snippets

Structure snippets can remark specific features of your business. For example, those services that you offer, the products you are selling, and other specific aspects that make your business unique. This is a good way to make the information that you offer about your site look more attractive, and therefore make your links more visible. Click-through rates will also increase, as well as your ROI if you make good use of structured snippets.

Mobile structured snippets usually appear right under the main ad text, and they are shown on devices through an algorithm managed by AdWords.


There are millions of options available out there to make your mobile PPC strategy flourish. If you are not a top PPC marketer, just keep trying on the different alternatives. If you are struggling with this, maybe it could be a good idea to find the right Adwords agency for you.

Need Help with your PPC? Get in touch with us today!

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8 Ways to Use AI for Holiday Marketing (+15 Prompts to Get Started!)




8 Ways to Use AI for Holiday Marketing (+15 Prompts to Get Started!)

To say AI has grown in recent years would be the understatement of the century. A few years back, AI was largely a buzzword, with its use cases predominately limited to predictive analytics and chatbots. (This is grossly simplifying things, but you get the point.) Now, we’ve reached a point where you can ask, “Are there ways to use AI for holiday marketing?” And, voila—this question warrants an entire article. Written by a human, of course.

If you’re looking to answer said question and snag a few generative AI prompts while you’re at it, you’ve come to the right place.

Table of contents

How AI is used in marketing

Before we dive into the ways you can use AI for holiday marketing, it’s important to understand the basics of how AI is used in marketing. (Although if you’d like to skip right to the ideas, feel free to do so here!).

AI for analytics

Marketing analytics and AI have gone hand in hand for some time now. In the past, AI played a smaller role in analytics, helping with segmentation and even suggesting keywords to target.

Today, AI powers real-time insights for social posts and ads, allowing marketers to pivot ad spend or ad copy on the fly.

Current AI also allows for more improved targeting. Using AI-powered platforms, you can analyze your current audience groups and demographics, and weigh them against your competitors, past campaign performance, and more.

These emergent uses of AI in analytics, coupled with good old-fashioned historical analytics data, can result in more refined decision-making and the ability to pivot on a dime.

🤖 Get practical tips to use AI the right way >> The Emergency Guide to AI in Marketing

AI for chatbots

Using AI, chatbots can deliver more advanced responses to site visitors. This enables more timely, helpful support, as the chatbot can either resolve the issue or route the person to the correct department.

Advanced AI-powered chatbots can take support even further, answering product questions and making recommendations. This opens up the door to more cross or upselling opportunities.

brand messaging - example of brand messaging in live chat

Personalized recommendations with AI

For years now, online stores have used machine learning algorithms to recommend products and services to shoppers. Now, modern AI can pull from browsing data to serve recommendations in real time.

Coupled with historical shopping habits, this allows for a more personalized, tailored shopping experience.

Generative AI

Generative AI is all the rage right now, with companies like ChatGPT and Jasper becoming borderline household names. Generative AI is a form of machine learning that uses natural language processing (NLP) to learn from large sets of structured data and then create a deliverable to the best of its predictive ability.

Generative AI is largely thought of as a way to generate blogs and school papers, but it’s capable of much more. Generative AI can help you brainstorm marketing campaigns, email copy, social media posts, and virtually any other campaign asset.

chatgpt seo prompt to promote seo content on socialchatgpt seo prompt to promote seo content on social

8 ways to use AI for holiday marketing

Now that you’re an AI expert, it’s time to use this impressive and terrifying power for some holiday good.

1. Tailor holiday ad copy

There’s nothing wrong with handling your ad ideation and copy by hand. But, if AI is available, why not squeeze a little juice out of it?

There are a number of AI tools that allow you to utilize your current data to improve segmentation. Coupled with your funnel and customer journey knowledge, you can use AI to help you create holiday ad copy that’s ready to meet your customers wherever they’re at.

ai holiday marketing - example of prompt for holiday facebook ad copyai holiday marketing - example of prompt for holiday facebook ad copy

For example, you could use AI to help you create several variations of ads for the same holiday-themed campaign, each one targeting those at different stages and from different audience segments. You can then take things a step further and use AI to help you reshape some of these ads to offer product recommendations in line with the shopper’s previous habits.

🎁 Want ideas for your holiday campaigns? Get the guide >> Holiday Promotions, Campaigns & Social Posts to Unwrap

2. Personalize product recommendations

The holidays are a time of joy and cheer–and a ton of shopping. Using AI you can help streamline shopping for your customers, delivering more accurate and timely product recommendations based on their browsing of your store.

Amazon is a prime example of using AI to make accurate product recommendations. Not only do they suggest products on a product page, they also have a “Top picks” section where they offer even more suggestions.

personalized recommendations on amazon using AIpersonalized recommendations on amazon using AI

If you’re not already using it, implement AI-powered product recommendations before the holidays and help your customers find gifts they didn’t even know they were looking for.

3. Optimize cross-channel holiday campaigns

The holidays are a sales-packed, hectic time for many shoppers. During this time of year, it’s not uncommon for customer journeys to be condensed or expedited, as many people are in crunch mode and skimping on research. With the right AI-powered tools, you can keep up with the wildest of holiday journeys.

  • Use advanced analytics to monitor campaign and ad performance in near real-time.
  • Make tweaks to landing pages, emails, ads, etc. on the fly to counter bounce rates.
  • Pair AI with any number of AI personalization tools to deliver customized page experiences for shoppers based on their behavior.
  • Leverage AI-powered chatbots to support customers during hectic holiday campaigns.

ai holiday marketing - ai chat during holiday marketing season from anthropologieai holiday marketing - ai chat during holiday marketing season from anthropologie

With all the above efforts combined, you can quickly alter your campaigns during the holiday season. If people aren’t resonating with a certain piece of your campaign or a particular discounted holiday special isn’t performing as planned, course correct on the go!

4. Improve customer support routing

Customers are bound to need help during the holiday hustle and bustle. With the right AI chatbot and routing systems, you can help customers get the help they need during what should be a fun, not stressful, time of the year.

  • Set up chatbots to not only offer help with sales but also offer product recommendations.
  • Make sure your chatbot can direct people to the right department and that someone is available when they’re redirected.
  • Utilize AI-powered call routing that looks at previous call history and sentiment to ensure people get in touch with the right person at the right time.
  • For bonus points, set your chatbot to include fun holiday greetings or language in the introductory chat.

ai holiday marketing - ai chat routing for salesai holiday marketing - ai chat routing for sales


There are a number of AI chatbots and call routing systems, so shop around and find the one that fits your budget and needs.

Most importantly: test any chatbots and call systems you put in place. The last thing you want is an AI-powered chatbot that’s sending people to a 404 page.

5. Simpler sales forecasting

The days of manually poring over historical data are over. Well, not over, but hopefully simpler, thanks to AI.

The last thing you want is for products to go out of stock during the holidays. Before the holiday rush, couple your noggin with one of the many AI-powered sales forecasting platforms. Then, use the tool to examine your previous sales and predict which products are most likely to go out of stock, which are less popular, and so on.

If you don’t have previous holiday data on a particular product, or your company is new, don’t fret! Many AI tools are capable of looking at any available historical data, as well as market data and trends, to help you get an idea of how a product might perform in the future.

6. Real-time ad placement

People are bound to hop around during the holidays, going from one site to another. Fortunately, there are a number of AI-powered ad platforms that are capable of serving up your ads where they make the most sense.

Pair this real-time ad placement tech with your many holiday campaign optimization tricks from earlier, and you can collectively pivot all your holiday assets with ease and maximize your ROI.

ai holiday marketing - example of holiday display ad in holiday gift ideas postai holiday marketing - example of holiday display ad in holiday gift ideas post

This holiday ad showed up perfectly within a post about holiday gift ideas.

7. Streamline hashtags for social

The right hashtags go a long way, increasing the chances your posts are seen by users exploring various trends. The wrong hashtags, on the other hand, can result in your content getting lost in a sea of unrelated posts.

There are a number of AI platforms made just for this task. With one of these tools, you can enter your audience and campaign information, then generate swaths of hashtag suggestions based on the market.

ai holiday marketing - hashtag generator example for holiday lights install postai holiday marketing - hashtag generator example for holiday lights install post


While you should still manually investigate each hashtag before posting anything, these tools can save you precious time—time you can spend monitoring and altering your campaigns.

8. Campaign brainstorming

Generative AI is great for brainstorming individual marketing assets or even entire campaigns, including upcoming holiday efforts. In a few quick steps, you can find the right generative AI platform and start crafting holiday campaign content today.

Find the right platform

There are a number of generative AI platforms, so do your due diligence and see which ones fit your budget and use cases the best. Some platforms charge based on use, while others offer tiered pricing based on the number of seats.

Many platforms will perform similarly, typically using OpenAI to power their generative wizardry. But, take note of any templates or niche features the tools offer. Some platforms are focused more on expediting blogs, while others are focused on content as a whole and offer a number of useful templates.

Feed your generative AI

Once you’ve landed on an AI platform, give the AI thorough brand and audience information to ensure the results are as accurate and tailored as possible.

Some platforms give you the option to submit any links or blog posts you’re comfortable sharing, giving the AI the chance to learn your brand’s voice. This feature can be especially valuable, saving you the time of having to train the AI and resulting in more on-brand results sooner.

Collaborate on campaign ideas

Finally, come up with some high-level campaign ideas, input them into the AI, and watch the magic happen. Some platforms will give you the option to generate ideas for every element of a campaign—blog topics, emails, social posts, and more—while others will simply generate themes for your campaign.

Keep in mind you should always treat AI-generated content as a jumping-off point, not the final copy. You, the person, should always oversee the AI. You know your brand better than any AI or machine learning ever could. Use whatever it gives you as inspiration and write something original that will wow your audience!

20 holiday AI prompts for marketing

Generative AI can help you whether you’re in a creative rut or looking to produce marketing content more quickly. But you need effective prompts, otherwise, you’ll get generic results that don’t even function as jumping-off points or inspiration.

Put holiday cheer into your generative AI journey with these prompts, broken down by content type. Also, be sure to tweak these prompts with any modifiers you want. (Much like generative AI results, these are just jumping-off points.)

Email marketing holiday prompts

  • Generate a holiday themed subject line promoting _____ for our company ____ that has a sense of urgency
  • Construct a catchy holiday themed subject line that invites users to shop our new line of _____
  • Generate a holiday themed subject line that’s funny/inviting/intriguing and promotes an upcoming sale
  • Write a warm subject line that invites users to reflect on their year and check out holiday sale
  • Generate a holiday themed subject line pitching X% off our entire line of _____ that includes emojis

ai holiday marketing prompt example for email subject lineai holiday marketing prompt example for email subject line

Get more holiday marketing email ideas here, including templates, subject lines, and examples!

Social media holiday prompts

  • Design a fun and festive holiday sale announcement for our ____ company
  • Write an inviting holiday themed social media post about our new _____ product
  • Generate a 100-word post that invites users to do their holiday shopping this year at COMPANY NAME, which sells _____ products
  • Write a compelling pitch for the header of a social media post promoting a holiday sale of _____
  • Write a social media post that targets ____ audience and ____ industry and promotes sale/product launch/holiday shopping

ai holiday marketing prompt example for social media postai holiday marketing prompt example for social media post

Get more ideas for holiday social media posts here!

Content marketing holiday AI prompts

  • Write five blog titles that invoke the holidays and pitch ____ audience on our new product _______
  • Outline X points for a blog article that’s holiday-themed and targets ____ audience with information about _____
  • Write a blog pitch in ____ tone that’s holiday-themed and includes information on ____ for ___ audience
  • Write a paragraph on _____ topic that targets ____ audience and includes holiday themes
  • Generate X marketing blog topics that focus on the holidays and inform ____ audience on ____

ai holiday marketing prompt example for content marketingai holiday marketing prompt example for content marketing

Real success with artificial intelligence

AI can be a helpful asset for your marketing strategy throughout the year, but it can be especially helpful as you’re trying to close out the year strong during the holidays!

Here are 8 ways to use AI for holiday marketing:

  1. Tailor ad copy
  2. Personalize product recommendations
  3. Optimize cross-channel holiday campaigns
  4. Improve customer support routing
  5. Simpler sales forecasting
  6. Real-time ad placement
  7. Streamline hashtags for social
  8. Holiday campaign brainstorming

Looking for more holiday inspiration?

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The 40 Best Thanksgiving Instagram Captions [Cliche-Free!]




The 40 Best Thanksgiving Instagram Captions [Cliche-Free!]

I love the Smudge cat memes. I also love creativity. So when I came across this Smudge pie Thanksgivmeme, I was deeply, deeply grateful for humanity. thanksgiving instagram captions - smudge pie meme

Speaking of creativity and the annual day of gratitude, we need to talk about Thanksgiving Instagram captions. If you’re looking for creative ideas, you’re not going to find any in the generic “Time to pumpkin spice it up” or “Gobble til you wobble” lists the internet is rife with.

But you will find them in this post because I’ve compiled a collection of ideas, prompts, and original examples you can steal or use as a springboard.

Table of contents

Happy Thanksgiving Instagram images

All of the images in this post (aside from the Thanksgivmeme at the top) are sized at the right aspect ratio for Instagram (1:1). You can save them right off of this post, or you can customize them to your liking using this Canva template link:

>> Happy Thanksgiving Instagram image templates >> 

thanksgiving instagram post graphicsthanksgiving instagram post graphics

Outside-the-box Thanksgiving Instagram captions

Nix the cliche Instagram captions like “I only have pies for you” and tap into basic copywriting techniques like rhyming, alliteration, or acronyms to come up with friendly and meaningful captions like these:

  • Rhyming captions
    • It’s Thanksgiving! You know what to do: Remember your roots 🌲 give thanks for your loot 🙏 and eat lots of food 🍗 !
    • On this Thanksgiving, may you enjoy a cozy fleece, time with peeps, a delicious feast, and the biggest piece. (picture of pie obvs)
    • Halloween’s for pranks, Christmas got cranks, New Year’s we clank 🥂, Thanksgiving we give thanks!
    • May an attitude of gratitude remove platitudes from your latitude.
    • Have a happy Thanksgiving everyone. We hope you’re able to enjoy a toast with those who matter most.
  • Alliterative captions
    • Happy Turkey Day! Wishing you peace, prosperity, and plenty of pumpkin pie!
    • Ah, the day of gravy, gratitude, gobblin’ and grace! Happy Thanksgiving guys and gals.
    • Happy Thanksgiving! May your day be filled with fine food, passionate people, bubbly beverages, and decadent desserts.
  • Acronym captions.
    List out what you’re thankful for and tell your followers to comment with theirs
    • Thoughtful friends 👯‍♂️
    • Healthy family 👨‍👩‍👦‍👦
    • Automatic car starter 🚙
    • New shoes 👞
    • Kindness of strangers 💙
    • Sleep 😴
  • Fun facts: Use these Thanksgiving fun facts to come up with something witty or inspiring.
    • The butterball hotline answers 100,000 turkey-related questions each year.
    • Femail turkeys don’t gobble.
    • Franklin D. Roosevelt moved Thanksgiving up a week during the Great Depression to allow more time for shopping before Christmas.
    • 4 out of 5 Americans prefer Thanksgiving leftovers to the meal.


happy thanksgiving messages - attitude of gratitudehappy thanksgiving messages - attitude of gratitude

Thanksgiving Instagram captions for business

P.S. If you’re feeling particularly grateful for this section, your gratitude-o-meter just may burst with these Thanksgiving greetings and messages for business.

  • To our customers, partners, and employees: What better time for us to tell you how grateful we are for all of you. Happy Thanksgiving!
  • So as we count our blessings 💥 BLAM 💥 there you are, dear customers, at the top of the list. You’re the reason for our season. The cream of the crop. The pride and joy of our business. Thank you for being you, and Happy Thanksgiving!
  • Customers, followers, fans, and fam! In the spirit of the season, we want you to know how thankful we are for you. Your enthusiasm, feedback, loyalty, and support is what makes us tick! Have a relaxing day!
  • Happy Thanksgiving to all our customers! You are the reason we grow and why we love our jobs. We hope you have the wonderful day you deserve.
  • As Gertrude Stein once said, “Silent gratitude isn’t very much use to anyone.” Well, here we are, shouting it loud and clear 📣 ! THANK YOU! 📣To all our followers, customers, and partners for keeping [business name] strong.

thanksgiving greeting message - gather and give thanksthanksgiving greeting message - gather and give thanks

Funny Thanksgiving Instagram captions & puns

Want to add some humor to your Thanksgiving social media posts? Try something witty or go heavy on the analogies:

  • “He is a wise man who does not grieve for the things which he has not, but rejoices for those which he has.” -Epictetus. Translation? Be grateful for what you have.
  • Wishing you Thanksgiving moments that are as sweet as pecan pie, warm as mashed potatoes, as hearty as stuffing and as rich as gravy!
  • May the turkey be worth the traffic (and tryptophan) this year.

You can always go with a Thanksgiving pun, but the originality factor is going to drop…

  • Silence of the yams
  • All or stuffing.
  • Much ado about stuffing.
  • Corn in the USA
  • Don’t make me do pumpkin I’ll regret
  • You might be onto pumpkin there
  • It’s all pumpkin back to me now.
  • Well, that’s fall folks.
  • Sending you a harvest of blessings.
  • Gobble til you wobble
  • Feast mode
  • All about that baste
  • B-autumns up
  • Hit me gravy one more time.
  • All about that baste.
  • Easy as pumpkin pie.
  • Always be my gravy
  • No fowl play
  • Feast mode
  • Good vibes and apple pie.
  • You’re the pumpkin to my pie.
  • The gravy to our mashed potatoes.

You might also be interested in these clever and catchy holiday marketing slogans.

happy thanksgiving everyone graphic imagehappy thanksgiving everyone graphic image

Short Thanksgiving Instagram captions

If you’re looking to post something short and sweet, try out one or a combination of any of these Thanksgiving phrases. Note that they’re not the most original, but you can incorporate them into something you come up with on your own or just use them as a starter.

  • Gratitude turns what we have into enough
  • Choose to be grateful, no matter what
  • In all things give thanks
  • Attitude of grattitude
  • You’re just another reason for me to be thankful this year
  • Harvest of blessings
  • Gather with grateful hearts
  • Count your blessings
  • Give thanks for a little, and you will find a lot
  • Full plates, fuller hearts
  • Grateful for small things, big things, and everything in between
  • Family is where happiness begins and love never ends
  • Food always tastes better when you eat it with family
  • Life is better when you’re thankful
  • We may not have it all together, but together, we have it all
  • Together is a wonderful place to be
  • We all become richer when we give


happy thanksgiving quote - thankfulness is the quickest path to joyhappy thanksgiving quote - thankfulness is the quickest path to joy

Thanksgiving quotes

You can always use a Thanksgiving quote for your Instagram caption, but similar to the above section, you’ll lose some of the originality factor unless you respond to or comment on it in your own way.

  • “Be present in all things and grateful for all things.”—Maya Angelou
  • “The thankful heart opens our eyes to a multitude of blessings that continually surround us.” —James E. Faust
  • “It’s not joy that makes us grateful but gratitude that makes us joyful.”
  • “When it comes to life, the critical thing is whether you take things for granted or take them with gratitude.” —Gilbert K. Chesterton
  • “Gratitude is a currency that we can mint for ourselves and spend without fear of bankruptcy.” —Fred De Witt Van Amburgh
  • “Thanksgiving was never meant to be shut up in a single day.” —Robert Caspar Lintner
  • “Gratitude is the inward feeling of kindness received. Thankfulness is the natural impulse to express that feeling. Thanksgiving is the following of that impulse.” —Henry Van Dyke
  • “Thankfulness is the quickest path to joy.” —Jefferson Bethke
  • “Now is no time to think of what you do not have. Think of what you can do with what is.” —Ernest Hemingway
  • “Gratitude unlocks the fullness of life. It turns what we have into enough, and more.” —Melody Beattie
  • “Feeling gratitude and not expressing it is like wrapping a present and not giving it.” —William Arthur Ward
  • “Give thanks not just on Thanksgiving Day, but every day of your life.” —Catherine Pulsifer

Inclusive Thanksgiving Instagram captions

While Thanksgiving is a time for us to gather with friends and family and count our blessings, it isn’t a positive day for everyone. Consider the following inclusive Thanksgiving Instagram captions:

  • As you gather and celebrate with loved ones today, don’t forget that many Native Americans are observing the National Day of Mourning—a day to mourn the suffering at the hands of the pilgrims and other European settlers, to honor Native resilience, and to protest against racism and oppression. Take a minute today to reflect on racism,  resilience, and respect.
  • Happy Thanksgiving everyone. It’s easy to get caught up in the typical chatter about feasting, but remember that there are many people out there who can’t afford a meal, are too sick or disabled to cook or eat, or who struggle with eating disorders. So on this day, we encourage you to focus less on spreading messages about food and more on messages about gratitude and gathering with those who matter most.

Words to use in your Thanksgiving Instagram captions

And finally, here are some words to use or spark inspiration for your Turkey Day Instagram captions:

  • Abundance
  • Acknowledge
  • Appreciate
  • Benediction
  • Blessings
  • Bountiful
  • Cherish
  • Cornucopia
  • Enjoy
  • Fortunate
  • Fruitful
  • Gather
  • Grace
  • Harvest
  • Heaps
  • Humbled
  • Indebted
  • Overflowing
  • Plenitude
  • Plenty
  • Praise
  • Prosperity
  • Recognize
  • Riches
  • Thriving
  • Treasure
  • Wealth
  • Well-being


Want more Instagram caption ideas?

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How to Write a Creative Brief for Any Project (+Examples & Free Template!)




How to Write a Creative Brief for Any Project (+Examples & Free Template!)

As a marketer or small business owner, you’re likely familiar with the challenge of turning abstract ideas into concrete plans. That’s where a well-written creative brief comes into play. It’s more than a mere document—it’s a roadmap for your creative projects that guides your team, aligns your vision, and sets clear expectations for your clients.

But what should a creative brief include and how do you create one that clearly communicates your desired output? We’re sharing all that and more in this article!

Table of contents

What is a creative brief?

A creative brief is a concise document that outlines the key elements and objectives of a marketing project or campaign. It serves as a centralized location to communicate all the necessary details in 1-2 pages.

Typically, a creative brief takes the form of a document, whether it’s a Google doc or a .pdf file. However, it can also be a sheet or a table within a project management tool.

creative brief example - asana ebook campaign

Example of a creative brief in Asana.

Keep in mind that your brief isn’t a place for draft copy or sketching out ad graphics. It shouldn’t be a collaborative, working document because its purpose is to record the crucial details that everyone involved in a project has agreed to.

When do you need a creative brief?

You need a creative brief for any marketing project that requires developing creative elements and coordination between multiple stakeholders. If you’re a marketing team of one whose boss doesn’t want to oversee social content? You don’t need a creative brief for the holiday content you’re putting together yourself. But if you’re a marketing team of one who is working with an agency to create and manage a holiday social campaign? You’re going to want a creative brief.

creative brief example for seo articlecreative brief example for seo article

This creative brief example is for an SEO blog post. 

Here are a few common types of marketing creative that might require a creative brief:

  • Graphic design: Logos, brochures, business cards, brand materials.
  • Ad campaigns: Concepts, copy, graphics, media.
  • Website and UX design: Full site overhaul, individual pages, event product interfaces.
  • Content creation: Blogs, articles, social media posts, and social series.
  • Videography: Video content, animations, motion graphics, event videography.
  • Photography: Headshots, brand images, product photos, event photography.
  • Product packaging: Labels, boxes, containers, shipping materials.

This is a good overview, but it’s not an exhaustive list. If you need to align multiple people on a project, a creative brief is going to be a good idea—and here’s why.

Why use a creative brief?

You should use a creative brief to align all stakeholders on a marketing project or campaign. A brief that includes all essential elements—background essentials, creative direction, and follow-through plans—will help avoid re-doing designs or scrapping a blog post. That means saving time and money spent on any given initiative.

It’s no surprise then that found that 93% of marketers use a creative brief of some form to capture and communicate information for their projects.

Even though the overwhelming majority of marketers surveyed used creative briefs, most weren’t satisfied. In fact, 67% reported that they found their briefs completely or partially ineffective.

why use a creative brief statwhy use a creative brief stat

If you’re going to spend time drawing up a document like this for your projects, then it should be effective. Here’s how to write up a successful creative brief—one that leads to better outcomes for your projects and less stress getting there.

How to write a creative brief

Here’s a step-by-step guide to writing your creative brief.

1. Write a project overview

The first thing you need in a creative brief is an overview of the project to identify what you’re looking for, for what purpose, and how that will be completed and finalized.

Outlining these will avoid scope creep, which is the gradual expansion of a project’s original deliverables or requirements. If you’ve ever freelanced, you’re probably all too familiar. This happens when a client adds additional tasks, requests additional features, or increases expectations after the project’s already started. Often, all this ends up as uncompensated work.

This isn’t only bad for contractors, though. When you increase the scope of the project, it often takes more time to complete and needs more communication to review and approve.

Having a quick, clear overview of the project will help avoid scope creep and time delays so that you can keep on track and meet your goals.

2. Define the project objectives

You need objectives for all your marketing activities, and that includes creative campaigns.

Take this example creative brief for PayPal below.

creative brief example from paypalcreative brief example from paypal


The objective is stated nicely: The point of the campaign is to clear up misunderstandings about what PayPal does and make its offering super clear.

Now, in a perfect world, the specific misconceptions would be written out here. But this is still a good example of an objective for a campaign. What are you trying to do with the creative? Make sure this is what’s communicated to everyone involved in the project.

3. Share your brand’s key messaging and facts

You’ll also need to include your main message or messages that you’re trying to communicate with this marketing collateral.

Say you’re working with a freelancer who is writing copy for Google Ads about your latest product offering. What’s the value proposition of your product? What’s the tagline? What’s the positioning statement? Share your messaging essentials in your creative brief.

While this is especially important for any creative using copy, it’s still useful guidance for visuals. It never hurts to know how best to communicate with your audience—which brings us to the next element of a successful creative brief.

You’ll also need to include some facts that can be used to guide your project. These could be stats, information about your brand, or insight into your audience.

4. Describe your target audience

Understanding your brand’s target audience is the key to developing compelling creative assets.

So include relevant details about your target audience. This will include basic demographic information, like age ranges, gender identities, or occupations. But it should also include more insight into your audience’s connection to your company. Why do they connect with your branding?

questions to ask to find your target audiencequestions to ask to find your target audience

If your creative partner knows the pain points that your customers experience and what motivates them to buy your solution or service, they can use this to make the designs, content, or media more personal. And personalized marketing is effective.

5. Summarize your brand guidelines

When you’re working with someone outside of your organization—or even simply outside of the marketing team—you should include guidelines for your brand.

The other relevant brand information for this will depend on the project. For graphics, for example, this will include your colors, themes, logos, and any design rules. For content, this will include your brand voice and tone standards or your content style guide.

Masooma Memon, a freelance content marketer who writes the great Content Workshop newsletter, recommends keeping this background short and sweet. Instead of sharing a big document, link to a quick one-pager with big dos and don’ts. No one is going to be able to internalize a thick document for a single freelance project, but they are likely to go through a one-pager to make sure everything’s in order.

6. Point out your competitors

In your creative brief, you’ll want to include key competitors. You don’t need to include in-depth competitive analysis in your project document. But you do want to include relevant competitor information.

For example, let’s say you manage marketing for a doggy daycare and there’s only one other option in town. If you’re looking for new brand visuals, you want to make sure that your colors, style, and overall creative feel are super distinguishable from your major local competitor.

creative brief - example of logos from two businesses that look similarcreative brief - example of logos from two businesses that look similar

If you ended up with logos this close to your competition because you didn’t include it in the creative brief, you’d be in trouble. 

7. Include any references for inspiration

Let’s start with a caveat: Your creative brief should include more information about your business and your products than your competitors. But if you’ve got examples of amazing creative from other companies that you’re looking to for inspiration, include that.

The best examples to use will be from businesses that aren’t your competitors. You never want to copy, but

Take this creative from dog food company Stella & Chewy’s campaign below. This photo could be a great reference visual for photos highlighting dog leashes, pet-friendly hotels, or even hiking shoes.

how to write a creative brief - inspiration photo examplehow to write a creative brief - inspiration photo example

8. Spell out the timeline and deliverables

Your creative brief is different from your contract, which you should have as an agreement with any agency or freelancer you’re working with. It’s your contract that will cover payment terms and timelines, as well as other aspects of the agreement such as rights, non-disclosure agreements, and more.

But your creative brief should include an overview of the specific deliverables you’re looking for and the exact deliverables you’re expecting to receive.

Let’s say you’re looking for a new logo, you need to specify what file types you’ll need—like .svgs, .pngs, and more—as well as any versions—like black and white, color, reversed, favicon. Those additional logos may not require additional designs, but they do require additional work. Your designer needs to be aware.

logo file formats for creative brieflogo file formats for creative brief


It’s also worth confirming the delivery method. Videographers, for instance, might require you to provide a hard drive for physical delivery or specify ahead of time if you need a digital file transfer. If you have a bigger project, those files will be huge. Plus, you’ll need to agree on how many rounds of edits will be included and the turnaround time for these.

So stick a list reviewing the agreed-upon deadlines, the deliverables, and the method of delivery in your creative brief to cover your bases.

9. State your distribution plan

Context matters, and it should have a quick spot in your creative brief. Whether you’ve got someone writing a blog post or putting together graphics for a campaign, it’s good for the creator to have an idea of where their project fits in your marketing.

popular social media sitespopular social media sites

Social media assets are great examples for considering this. You can use graphics and copy across platforms, but you’ll want to tailor it slightly for the different personalities of each platform. On Facebook groups and family updates are the big draw. Images are secondary on Twitter. Photos are most polished on Instagram. LinkedIn loves a long-winded post.

Knowing the social media platform you’re planning to use for distribution won’t necessarily change the scope of your project. But it will make sure your designer is aware of the types of content you’re competing with for user attention. That’s helpful information.

Creative brief examples

Need some inspiration before you write your own creative brief? Here are a few to help guide you!

Colgate creative brief

This creative brief from Colgate is simple, yet effective.

creative brief examples - colgate creative briefcreative brief examples - colgate creative brief

They clearly lay out the information needed to get started on their project. And they keep it simple, yet on brand, with some Colgate-red icons.

Nike creative brief

Nike has excellent branding, so it stands to reason that their creative brief would be excellent as well.

creative brief example from nikecreative brief example from nike

They clearly lay out their facts, objective, problem, the big picture, and their target audience to help guide their project.

LocaliQ creative brief

Here’s an example of a creative brief the LocaliQ team uses for internal projects.

creative brief example from localiqcreative brief example from localiq

It includes all the necessary information needed to create final deliverables that can include presentations, guides, ads, and more.

Creative brief template

Here’s a simple creative brief template to help you get started. Make a copy and get to work!

creative brief template from wordstream by localiqcreative brief template from wordstream by localiq

Make a copy

Make your creative briefs count

This might seem like a lot of information, but remember that each of these steps shouldn’t take more than a paragraph. Your creative briefs should be compact—short and sweet documents that contain everything you need to know about a marketing project in process in just a few pages.

Here’s how to write a creative brief in 9 simple steps:

  1. Write a project overview
  2. Define the project objectives
  3. Share your brand’s key message and facts
  4. Describe your target market
  5. Summarize your brand guidelines
  6. Point out your competitors
  7. Include any references for inspiration
  8. Spell out the timeline and deliverables
  9. State your distribution plan

Follow these steps for less back-and-forth with your team and fewer creative revisions—and more time to focus on how to put your amazing creative to use.

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