1. Campaign Objective

  • What are you trying to achieve?
    (e.g., drive awareness, lead generation, product sales, app installs)

5. Creative & Messaging Strategy

  • Key messages per audience/channel

  • Ad formats (video, carousel, static, search, native)

Example: Educational messaging in display; strong CTAs in search; value props in social carousels.

2. Target Audience

  • Who are you reaching?

    • Demographics (age, gender, income, location)

    • Psychographics (interests, behaviors, values)

    • Custom Segments (lookalikes, retargeting pools)

6. KPIs & Measurement

  • What success looks like

    • Impressions, reach

    • CTR, CPM, CPC, CPA

    • ROAS, LTV

  • Tools for tracking (GA4, platform pixels, UTMs, dashboards)

Example: Primary KPI = cost per email sign-up <$30; secondary = 1.5M+ impressions with 0.75%+ CTR.

3. Media Mix

  • What channels will you use and why?

    • Paid Search

    • Programmatic Display

    • Paid Social (Meta, LinkedIn, etc.)

    • Audio/OTT

    • Influencer/Native

    • Print or OOH (if relevant)

7. Optimization Plan

  • What will trigger changes (creative fatigue, under-delivery, CPA too high)

  • How often campaigns will be monitored and adjusted

Example: Weekly performance reviews and pacing checks; mid-campaign creative refresh scheduled.

4. Investment Allocation

  • Investment budget

  • How you’ll split spend across platforms

  • Any pacing/phasing by flight dates

Example: $200K over 8 weeks, front-loaded in first 3 weeks to capture early interest.

8. Reporting & Wrap-Up

  • How results will be shared (weekly reports, post-campaign wrap)

  • Insights and learnings for future campaigns