Google Ads Client Brief

Google Ads Client Brief

Please use this briefing form to help us understand what you would like to achieve from running targeted paid ads on Google. We appreciate Google Ads can be complex, but you don’t have to worry about the technicalities.

We just need you to provide us in-depth explanations of which areas of your business you would like to focus on and highlight what your unique selling points are. We will do the rest!

1. What outcomes (or goals) do you want to achieve with your campaigns?
I.e. more visitors, increased restaurant bookings, product orders, general awareness of your company and/or services, download a brochure/white paper, higher conversion rates.

2. Based on the outcomes above, are there specific areas of the business you would like to focus on? For example;
a. If you run a hotel, would you like us to focus on the restaurant, events, hotel and corporate?
b. If you run an accountancy firm, would you like us to focus on different services - i.e business services, personal services, charities & not-for-profit?
c. If you run a charity, would you like us to focus on volunteering, events, fundraising, campaigns?
‍This will help us structure your Google Ads campaigns.

3. Tell us the unique selling points/points of difference of what we will be promoting. What could we say about your business that makes you different from your competitors? This will help us when we draft the ad copy!
I.e. ‘Our products are made from sustainable materials only, with all offcuts being recycled, and our distribution systems being carbon neutral. They come in a large range of sizes and colours, perfect for anyone for any occasion…’

4. Please let us know anything you’d like us to NOT include in your ads - such as certain phrases, outdated information, or things that have resulted in any previous ads not performing as effectively as you would have liked.
I.e. We don’t like the phrase ‘fashion-forward’, also there is no need to try to target younger audiences as they won’t have the disposable income to become a regular customer. Also, the ‘X’ page on our website hasn’t been updated yet, so please don’t include any information from this page!

5. Who is your ideal target audience for these ads? Please include location (countries, cities, and or/regions), age, and gender if relevant.
I.e. We want to target both genders between the ages of 25 - 50, based in the South East, who have an interest in ethically sourced clothing products.

6. Who are your competitors? Please include links to their websites.

7. Do you have a GA4 (Google Analytics) account? If you do, please give us full admin access to marketing@creativepod.uk.com
‍You can do this by signing into GA4 > go to admin in the bottom left hand corner, go Account Access Management > add users > add the email address.

8. What is your Google Ads budget? How would you like this split between your campaigns? This is incredibly important for us as budget will determine what we recommend in our proposal. I.e. we want to spend 50% of our £3,000 pcm ad budget on ‘bestsellers’, 20% on ‘discounted products’, and 30% on ‘new in’.

9. Your Full Name.

10. Company Name.

11. Your Email Address.

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