The Ad Strategy Template is a structured document used by SayPro teams to plan and guide each advertising campaign effectively. It ensures all stakeholders are aligned on the campaign’s goals, audience, messaging, and creative direction before execution begins. This document serves as both a blueprint and a reference throughout the campaign lifecycle.
Ad Strategy Template Components
1. Campaign Overview
Briefly describe the campaign’s purpose, timeline, and context.
Example Fields:
- Campaign Name: April 2025 App Install Campaign
- Campaign Duration: April 1–April 30, 2025
- Objective: Increase app downloads by 15% over the previous month
2. Campaign Goals & KPIs
Define what success looks like and how it will be measured.
Example Fields:
- Primary Goal: Achieve 10,000 new app installs
- Secondary Goals: Improve CPI by 10%, increase CTR to 1.8%
- Key Metrics:
- Downloads
- CTR (Click-Through Rate)
- CPI (Cost Per Install)
- ROAS (Return on Ad Spend)
3. Target Audience
Detail who the ads are meant to reach.
Example Fields:
- Demographics: Ages 18–34, male and female
- Geographic Focus: North America, UK, South Africa
- Psychographics: Interested in productivity, personal development
- Behavioral Traits: Engages with similar apps, in-market for business tools
4. Platform Strategy
List platforms and justify choices based on performance or audience fit.
Example Fields:
- Platforms to Use:
- Google Ads (Android users)
- Apple Search Ads (iOS users)
- Meta Ads (retargeting)
- Platform Focus Reasoning:
- Apple Ads has historically lower CPI for iOS
- Google Ads offers strong reach for Android market
5. Creative Strategy
Outline the core messaging and design guidelines for the campaign’s ads.
Example Fields:
- Messaging Pillars:
- Easy-to-use features
- Real-time productivity tracking
- Community-driven support
- Tone & Voice: Friendly, inspiring, action-oriented
- Creative Types: Static banners, 15s videos, carousels
- Call-to-Action (CTA): “Download Now,” “Start Free Trial”
6. Budget Allocation
Break down how the campaign budget will be distributed.
Example Fields:
- Total Budget: $15,000
- Allocation by Platform:
- Apple Ads – $6,000
- Google Ads – $5,000
- Meta Ads – $4,000
- Bid Strategy: Manual bidding for Apple Search Ads; Auto-bid for Google
7. Testing Plan
Describe what A/B tests will be performed during the campaign.
Example Fields:
- Variables to Test:
- CTA text (e.g., “Download Now” vs. “Try It Today”)
- Image-based ads vs. video ads
- Audience segments by age
- Expected Outcome: Identify highest-converting ad formats and audiences
8. Timeline & Milestones
Include key dates and deadlines for campaign execution.
Example Fields:
- Planning Deadline: March 25, 2025
- Creative Finalization: March 28, 2025
- Campaign Launch: April 1, 2025
- Mid-Campaign Review: April 15, 2025
- Reporting Deadline: May 2, 2025
9. Team Responsibilities
Clarify who owns each part of the strategy and execution.
Example Fields:
- Marketing Lead: Jane Doe – Oversees targeting and strategy
- Creative Lead: John Smith – Manages asset production
- Analytics Lead: Priya Patel – Monitors performance and reporting
10. Notes & Considerations
Capture any special considerations, risks, or ideas.
Example Fields:
- Launching during a public holiday in South Africa – adjust copy accordingly
- Consider localization of creatives for UK audience
Template Usage Tips
- Use a shared document format (e.g., Google Docs or Notion) for easy collaboration.
- Review and approve with all team leads before campaign launch.
- Keep a copy archived for future campaign comparisons.
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