One filled template is one ad. An ad group running three ads means three filled templates, each named per the ad naming conventions and filed in the copy drive. Templates that carry a variant block also mark which of them is the control.
Meta
TikTok
Organic social
Organic posts are written directly in the organic social post brief, which carries the caption, hashtags, and link placement fields rather than handing off to a separate template.Where character limits live
Limits sit in the template for the format, and nowhere else. A second copy in a brief or a checklist is one more place for a number to go stale when a platform changes a field. The same rule applies to creative dimensions, which live in image and video specs and the per-platform spec pages rather than in these templates. A copy template covers words; a spec page covers files.Related resources
- Copy brief The workbook every template is filled from.
- Copywriting process How a brief becomes filled templates.
- Copy brief library Where finished briefs are filed.
- Copy drive Where filled templates are filed.
- Ad naming conventions How each filled template gets its ad name.
- Image and video specs The equivalent index for creative dimensions.