Sample editorial content for demonstration.
Start with the business goal
Before choosing an ad format, write down the action you want a customer to take. A useful brief connects that action to the offer, the audience and a measurable next step.
Five questions for your team
- What problem does the offer solve?
- Who needs that solution now?
- What can we honestly prove?
- What happens after someone clicks?
- How will we decide whether the test is working?
Make room for learning
Document one hypothesis per creative direction. Decide your review schedule and budget boundaries before launch, and keep a record of the changes you make.
