# Ad Copy Specification

**Card ID**: `ADV-{PROJECT}-{NNNN}`
**Version**: 1.0
**Status**: Draft | In Review | Approved | Live
**Campaign**: {CAMPAIGN_NAME}
**Platform**: {PLATFORM}
**Owner**: {OWNER_NAME}

---

## Ad Overview

| Field | Value |
|-------|-------|
| Ad name | {Descriptive name} |
| Campaign | {Parent campaign} |
| Objective | Awareness / Traffic / Conversions / Leads |
| Target audience | {Segment} |
| Flight dates | {Start} to {End} |

---

## Platform-Specific Copy

### Meta (Facebook/Instagram)

**Primary Text** (125 chars visible, 500 max):
```
{Primary ad copy}
```

**Headline** (40 chars recommended):
```
{Headline text}
```

**Description** (30 chars recommended):
```
{Description/link description}
```

**CTA Button**: Shop Now / Learn More / Sign Up / Contact Us / {Other}

**Destination URL**: {URL with UTMs}

---

### Google Ads - Search

**Responsive Search Ad**:

Headlines (30 chars each, min 3, max 15):
```
1. {Headline 1}
2. {Headline 2}
3. {Headline 3}
4. {Headline 4}
5. {Headline 5}
```

Descriptions (90 chars each, min 2, max 4):
```
1. {Description 1}
2. {Description 2}
```

**Display URL Path**: {domain.com} / {path1} / {path2}
**Final URL**: {URL with UTMs}

---

### Google Ads - Display

**Short headline** (25 chars):
```
{Short headline}
```

**Long headline** (90 chars):
```
{Long headline}
```

**Description** (90 chars):
```
{Description}
```

**Business name** (25 chars): {Brand Name}
**CTA**: Automated / Shop Now / Learn More / {Other}

---

### LinkedIn

**Introductory text** (150 chars visible, 600 max):
```
{Ad copy}
```

**Headline** (70 chars recommended):
```
{Headline}
```

**Description** (100 chars):
```
{Description}
```

**CTA**: Apply / Download / Learn More / Sign Up / Subscribe / {Other}

---

### TikTok

**Ad text** (100 chars recommended):
```
{Ad copy}
```

**Display name** (40 chars): {Brand Name}
**CTA**: Shop Now / Learn More / Sign Up / Download / {Other}

---

### Twitter/X

**Tweet text** (280 chars):
```
{Ad copy}
```

**Website title** (70 chars):
```
{Card title}
```

**CTA**: Visit / Shop / Learn More / {Other}

---

## Ad Variations

### A/B Test Variants

| Variant | Test Element | Copy |
|---------|--------------|------|
| A (Control) | {Element} | {Copy} |
| B | {Element} | {Copy} |
| C | {Element} | {Copy} |

### Audience Variations

| Audience | Messaging Angle | Key Copy Difference |
|----------|-----------------|---------------------|
| {Segment 1} | {Angle} | {What's different} |
| {Segment 2} | {Angle} | {What's different} |

---

## Creative Pairing

### Visual Assets

| Asset | File Name | Dimensions | Link |
|-------|-----------|------------|------|
| Static image | {name}.jpg | 1080x1080 | {URL} |
| Video | {name}.mp4 | 1080x1920 | {URL} |
| Carousel 1 | {name}.jpg | 1080x1080 | {URL} |

### Copy + Creative Combinations

| Combination | Primary Text | Headline | Visual |
|-------------|--------------|----------|--------|
| A1 | {Copy A} | {Headline 1} | {Image A} |
| A2 | {Copy A} | {Headline 2} | {Image A} |
| B1 | {Copy B} | {Headline 1} | {Image B} |

---

## Compliance Checklist

### Brand Compliance

- [ ] Matches brand voice guidelines
- [ ] Uses approved terminology
- [ ] Logo usage follows guidelines
- [ ] Color scheme is on-brand

### Legal Compliance

- [ ] Claims are substantiated
- [ ] Required disclaimers included
- [ ] Pricing is accurate
- [ ] Offer terms are clear
- [ ] Competitive claims vetted

### Platform Compliance

- [ ] Meets character limits
- [ ] No prohibited content
- [ ] Landing page matches ad
- [ ] Correct categorization

### Accessibility

- [ ] Clear, readable text
- [ ] Sufficient contrast
- [ ] Alt text provided
- [ ] No flashing elements

---

## UTM Tracking

### Parameters

```
utm_source={platform}
utm_medium=paid_social / paid_search / display
utm_campaign={campaign_id}
utm_content={ad_variant}
utm_term={targeting}
```

### Full URLs

| Variant | Destination URL |
|---------|-----------------|
| A | {Full URL with UTMs} |
| B | {Full URL with UTMs} |

---

## Performance Notes

### Expected Performance

| Metric | Benchmark | Target |
|--------|-----------|--------|
| CTR | {%} | {%} |
| CPC | ${Amount} | ${Amount} |
| Conversion rate | {%} | {%} |

### Optimization Notes

{Notes for optimization based on performance - to be updated during campaign}

---

## Approval Workflow

| Reviewer | Focus | Status | Date |
|----------|-------|--------|------|
| Copywriter | Quality | Pending | |
| Brand | Compliance | Pending | |
| Legal | Claims | Pending | |
| Media | Platform specs | Pending | |
| Final | Sign-off | Pending | |

---

## Version History

| Version | Date | Author | Changes |
|---------|------|--------|---------|
| 1.0 | {DATE} | {Name} | Initial copy |

---

*Template version: 1.0 | MMK Framework*