Revere WIKI - Client Services

User Tools

Site Tools

Trace: • pcc_how_to_guide • copy_team_collab
pcc_how_to_guide

Differences

This shows you the differences between two versions of the page.

Link to this comparison view

Both sides previous revision Previous revision
Next revision 		Previous revision
pcc_how_to_guide [2021/11/09 12:58]
rebecca.miles 		pcc_how_to_guide [2022/02/07 16:56] (current)
rebecca.miles
Line 64: Line 64:
  - Average CPC:  - Average CPC:
  
- Google Ads – Search: £2.00+       Google Ads – Search: £2.00
  
  Google Ads – Display: £0.60   Google Ads – Display: £0.60 
Line 303: Line 303:
  
 Video type: MP4 or MOV Video type: MP4 or MOV
 +
 Video length: 15 seconds recommended Video length: 15 seconds recommended
 +
 Resolution: 1:1 recommended Resolution: 1:1 recommended
-Video file size: 1gb recommended Promoted video + 
 +Video file size: 1gb recommended  
 + 
 +**Promoted video** 
 + 
 Type: MP4 or MOV. Type: MP4 or MOV.
-Video length – 15 seconds (recommended) + 
-Video title length:  70 characters  +Video length – 15 seconds (recommended)\\  
-Description: 200 characters  +Video title length:  70 characters\\  
-Aspect ratio: 9:16 or 1:1  +Description: 200 characters\\   
-File size: 1gb +Aspect ratio: 9:16 or 1:1\\  
 +File size: 1gb\\  
 Tweet copy 280 characters. Each link reduces character count by 23 characters. Tweet copy 280 characters. Each link reduces character count by 23 characters.
  
  
    
 +==Twitter – audience/placement==
  
 +**Audience targeting:**
  
 +Demographic 
 +Interest 
 +Follower 
 +Behaviours 
 +Keyword   
  
 +**Tailored audience:**
  
 +Customers
 +Site visitors 
 +Mobile app users
 +
 +
 +**Placement**
 +
 +Twitter audience platform 
 +
 +Twitter also provide a service where they can create a custom audience pack. This is where we can brief Twitter with a campaign and they will come back with an audience, including keywords  and influencers to target. This is particularly useful even if you are not planning on using Twitter as it will provide an understanding of the market that you are targeting. 
 +
 +===LinkedIn===
 +
 +The leading professional network, content should be tailored accordingly. LinkedIn advertising products link back to the advertiser’s company page. Therefore, it is important to include an organic update which has a consistent message with the advertising content. The advised campaign structure is to begin with a sponsored update/video/carousel to raise awareness/create demand and then the conversation ads (inmail) to convert.
 +
 +==LinkedIn Image Spec==
 +
 +**Sponsored update**
 +
 +Generally used for a top of the funnel offer, clicks are counted as to the company LinkedIn page and the specified landing page. 
 +
 +Type: JPG, PNG
 +Resolution: 1200 x 627px
 +Aspect ratio 1.91:1 ratio 
 +intro Text: 150 characters Headline: 70 characters  
 +
 +Max size: 2mb
 +
 +Example - https://www.linkedin.com/help/lms/answer/111093
 +
 +
 +**Sponsored video**
 +
 +Promoting a video using the same audience targeting as the update. 
 +
 +Type: MP4
 +Resolution/Aspect Ratio: A range supported 
 +Length: 3 seconds to 30 minutes (Best practice – 15 sec) 
 +Max size: 200mb
 +
 +Video headline: 70 characters recommended
 +
 +Text: 150 characters max.
 +
 +Example - https://www.linkedin.com/help/lms/answer/85306
 +
 +**Conversation ads (previously known as sponsored InMail)**
 +
 +This product is used to nurture one to one relationships and is sent from an individual’s profile. A member can only be targeted once every 6 months per organisation and the InMail's are delivered in real time as the prospect logs on. 
 +
 +They can be sent on behalf of an organisation, however, this is not allowed in the tool and has to be requested to LinkedIn as required.    
 +
 +Type: JPEG or PNG
 +
 +Custom footer / T&Cs: 2500 characters max.
 +
 +Intro copy: max. 500 characters
 +
 +Image: 250 x 250px (optional)
 +
 +CTA: max. 25 characters. 5 buttons per message max.
 +
 +Message text: 500 characters max.
 +
 +Example: https://www.linkedin.com/help/lms/answer/119094
 +
 +
 +**Sponsored carousel**
 +
 +A product that can feature multiple images, best practice would be to take users on a journey through the various images. Each card should have a unique URL (using utm tracking) to determine the most effective.  
 +
 +Type: JPG, GIF(non-animated), PNG
 +Resolution: 1080x1080 px 
 +Aspect ratio 1:1 ratio
 +
 +Text: up to 150 characters recommended
 +Minimum of 2 cards, max. 10.
 +Headline copy for each card: 45 character maximum for ads that direct to a landing page. 30 characters for ads with a Lead Gen Form CTA
 +
 +Example - https://www.linkedin.com/help/lms/answer/88137
 +
 +==LinkedIn – audience/placement==
 +
 +**Audience targeting:**
 +
 +Demographic 
 +Company name 
 +Company follower 
 +Department
 +Group membership  
 +Seniority
 +
 +**Matched audience:**
 +
 +Customers
 +Site visitors 
 +
 +**Placement**
 +
 +LinkedIn audience platform
 +
 +//n.b. we would recommend not targeting by job title, as this limits the audience volume and potentially does not result in us missing some job titles which ideally would be built in.//
 +
 +==LinkedIn Profile Development – Company Page / Member==
 +
 +To ensure that our clients are generating the maximum returns from LinkedIn, we can also consult on profile enhancement. 
 +
 +This can be done on an individual member level or reviewing the overall company page. 
 +
 +We can make recommendations on content, design and structure. 
 +
 +This activity is particularly powerful when paired with the advertising products as the advertising will bring increased traffic to their profiles.
 +
 +===Google Ads===
 +
 +Google Ads is an advertising channel which allows organisations to target users based on their Google search activity. Advertisers can display brief advertisements, service offerings, product listings and video content within the Google ad network to web users.
 +
 +**Search**
 +
 +Targets a captive audience as the adverts are served based on keyword searches. Suggested, initial keywords are to be requested from the client or within Client Services, leading into a full campaign plan including alternatives.
 +
 +Type: Text advert 
 +
 +Headline 1: 30 characters
 +
 +Headline 2: 30 characters
 +
 +Headline 3: 30 characters
 +
 +Description 1: 90 characters
 +
 +Description 2: 90 characters 
 +
 +https://adalysis.com/blog/work-googles-3rd-headline-just-ignore/
 +
 +Headline 3 and Description 2 may not always show (this is determined by the Google algorithms) therefore keep you keep information in the other fields. 
 +
 +**Display**
 +
 +Adverts are served on related publications and/or media. A range of sizes are available, with the most commonly used being:
 +
 +Medium rectangle: 300x250 pixels
 +
 +Large rectangle: 336x280 pixels 
 +
 +Leaderboard:   728x90 pixels 
 +
 +Half page: 300x600 pixels 
 +
 +Large mobile banner: 320x100 pixels
 +
 +
 +===Google Responsive Ads===
 +
 +Google have recently released responsive adverts, which automatically adjust their size, appearance, and format to fit any ad space. The results to date have been strong and our clients are becoming interested in using them.
 +
 +Our recommendation would be to a/b test the responsive adverts against the traditional format. For Text, an ad group should include 2 expanded text adverts (traditional) and one responsive advert.  For Display, our recommendation would be to include one traditional display and one responsive. 
 +
 +The key item to be aware of for the responsive adverts is they are personalised to the user based on what they have previously clicked on within the Google Network. This level of personalisation is why the responsive adverts are delivering strong performance. Therefore, we recommend creating one responsive for search or display, but within this one advert have as many variables of copy and images. By doing this we are feeding the Google algorithms with many options and they can use their knowledge to serve the right personalised advert to the user. 
 +
 +You can add logos to the responsive display as separate images; however, these logos are not guaranteed to appear in the creative. If your client needs to have their logo or partner logo in the advert, then our recommendation would be to include the logos within the advert image rather than a specific logo. You need a minimum of two images, one square and one landscape, our recommendation would be to have six, so three images of each size. 
 +
 +**Text** 
 +
 +Assets can be shown in any order, so make sure they make sense individually or in combinations.
 +
 +Headlines: 30 Characters 
 +3 can be show and you can input up to 15. 
 +
 +Descriptions: 90 Characters 
 +4 can be show and you can input up to 2. 
 +
 +Always show at least show 2 headlines and a description
 +
 +If you have text that should appear in every ad, you must add the text to either Headline position 1, Headline position 2 or Description position 1.
 +
 +Create a minimum of 3 headlines and 2 descriptions, our recommendation would be to have **6** headlines and **4** descriptions.  
 +
 +**Display** 
 +
 +From 2 images you can create adverts which can fit in any space. You also need to include copy separately.  
 +
 +Square: 1200x1200 px
 +Aspect ratio: 1:1
 +File Size: 5120 KB
 +
 +
 +Landscape: 1200x628 px
 +Aspect ratio: 1:91:1
 +File Size: 5120 KB
 +
 +
 +Logo Landscape: 1200x1200 px (not our recommendation to use – see note below)
 +Aspect ratio: 4:1
 +File Size: 5120 KB
 +
 +
 +Logo Square: 1200x300 px
 +Aspect ratio: 4:1
 +File Size: 5120 KB
 +
 +
 +The logos will not necessarily be shown, they are served responsively. Therefore, our recommendation is to include them within the images if you need them to be shown for branding or claiming purposes.
 +
 +Avoid text
 +Text may cover no more than 20% of the image.
 +
 +To fit in some ad spaces, your image may be cropped horizontally—up to 5% on each side
 +
 +Video: 16:9, 1:1, 4:3. 9:16
 +Aspect ratio: 4:1
 +Duration: 30 seconds or less 
 +Only YouTube video links 
 +https://support.google.com/google-ads/answer/7005917
 +
 +Short headline: 30 characters
 +At least one, up to 5
 +The short headline is the first line of your ad and appears in tight ad spaces where the long headline doesn't fit. Short headlines may appear with or without your description.
 +
 +Long headline: 90 characters
 +Only One
 +The long headline is the first line of your ad and appears instead of your short headline in larger ads. Long headlines may appear with or without your description.
 +
 +Description: 90 characters
 +At least one, or up to five descriptions
 +The description adds to the headline and invites people to take action. It can be up to 90 characters, and may appear after the (short or long) headline.
 +
 +
 +Headlines will never be shown together.
 +Descriptions can be shown with either Short or Long Headlines.
 +
 +The key thing with responsive adverts is that we want to include as many variations as possible to feed the Google algorithms with items to test.
 +
 +Our recommendation would be to have:
 +
 +• 6 images – 3 x square and 3 x landscape 
 +
 +• Logos included within the image (not separate)
 +
 +• 4 short headlines 
 +
 +• 2 long headlines 
 +
 +• 4 descriptions 
 +
 +== Google Ads audience / placement ==
 +
 +**Audience targeting:**
 +
 +Keywords
 +Location  
 +Contextual (only Display)
 +Behavioural (only Display)
 +
 +** Matched audience:**
 +
 +Site Visitors
 +Mobile app visitors 
 +
 +** Placement **
 +
 +Google.com
 +Google partners - covers 90% of the internet. Tailored to the topic of the campaign (only display)
 +
 +=== Discover Ads ===
 +
 +Discovery ads run ads on YouTube, Gmail, Discover and more. They are used to get clicks through to the website from customers most likely to make a purchase with visually rich personalised ads. 
 +
 +The audience targeting can be built around the following categories:
 +
 +• Keywords (custom segments)  
 +
 +• Remarketing
 +
 +• Interests and detailed demographics
 +
 +
 +**Discovery single-image ad**
 +
 +Assets can be shown in any order, so make sure they make sense individually or in combinations.
 +
 +Headlines: 30 Characters 
 +3 can be shown and you can input up to 5. 
 +
 +Descriptions: 90 Characters 
 +2 can be shown and you can input up to 5. 
 +
 +Images: up to 15 marketing images in landscape and square formats can be uploaded for a single creative. 
 +
 +Square: 1200x1200 px
 +Aspect ratio: 1:1
 +File Size: 5MB
 +
 +Landscape: 1200x628 px
 +Aspect ratio: 1:91:1
 +File Size: 5MB
 +
 +Logo Landscape: 1200x1200 px (not our recommendation to use – see note below)
 +Aspect ratio: 4:1
 +File Size: 5120 KB
 +
 +Logo Square: 1200x300 px
 +Aspect ratio: 4:1
 +File Size: 5120 KB
 +
 +//The logos will not necessarily be shown, they are served responsively. Therefore, our recommendation is to include them within the images if you need them to be shown for branding or claiming purposes.//
 +
 +**Discovery multi-image carousel ad**
 +
 +Headlines: 30 characters 
 +1 can be added per image (card)
 +
 +Description: 90 characters
 +Not able to add a description per image, so instead, write descriptions which can be combined with any of your headlines, images and landing page.
 +
 +Card images: min 2, max 10
 +Square: 1200x1200 px
 +Aspect ratio: 1:1
 +File Size: 5MB
 +
 +Landscape: 1200x628 px
 +Aspect ratio: 1:91:1
 +File Size: 5MB
 +
 +Logos: 1200x1200 px
 +Aspect ratio: 1:1
 +File Size: 150 KB
 +Recommendations – a transparent background with the logo at the centre; logos that combine well with headlines, descriptions and images
 +
 +//The logos will not necessarily be shown, they are served responsively. Therefore, our recommendation is to include them within the images if you need them to be shown for branding or claiming purposes.//
 +
 +Our recommendation would be to have at least 5 cards for a discovery carousel ad.
 +
 +https://support.google.com/google-ads/answer/9176942?hl=en-GB  
 +
 +==YouTube==
 +
 +This activity is managed through Google Ads. The most popular ad formats are TrueView ads, which are available in two formats: In-stream or Discovery. The audience targeting can be built around the following categories:
 +
 +• Keywords
 +
 +• Placements (targeting specific channels)
 +
 +• Topics 
 +
 +**In-stream**
 +
 +A video which is displayed generally before the start of a video. The video is played in stream and must be uploaded to YouTube. 
 +
 +Type: Video
 +
 +Copy: No copy, the advert is the video  
 +
 +File format:  AVI, ASF, Quicktime, Windows Media, MP4, or MPEG
 +
 +Video length: Recommend – 15- 30 secs with key messaging in the first few frames.
 +
 +Resolution:  640x360 (16:9) or 480x360 (4:3) recommended
 +
 +Maximum file size: 1 GB (recommend being far smaller)
 +
 +**Discovery**
 +
 +A video that is served on the relevant search results screen on YouTube. Clicking the ad will deliver a user to the YouTube video or channel page to view the video, rather than playing the video within the ad unit itself. It's recommended to use CTA overlays on the videos to drive the users to the advertiser’s site. The snippet (still) of the video used in the search results is taken from the suggested images at set up.
 +
 +Type: Video and Copy 
 +
 +Headline:  25 characters max
 +
 +Description: Two lines 35 characters max each
 +
 +File format:  AVI, ASF, Quicktime, Windows Media, MP4, or MPEG
 +
 +Resolution:  640x360 (16:9) or 480x360 (4:3) recommended
 +
 +Maximum file size: 1 GB
 +
 +Video length: Can be up to 12 hours, recommendation is no longer than 3 minutes 
 +
 +===Remarketing – All Channels ===
 +
 +A key element of any paid media campaign is remarketing, it should be considered on all campaigns.
 +Remarketing is contacting users that have visited pages or completed actions that are relevant to your campaign. We would always suggest starting to build the audience prior to a campaign starting. 
 +
 +As you are contacting known users, typically the CTR will be higher, however this is dependent on a high number of users fulfilling the criteria for your remarketing audience. You can remarket users from any activity, if they fulfil your criteria. The criteria could be setup proactively to start future conversations / opportunities. 
 +The various channels have different minimum thresholds to remarket:
 +
 +• Google Ads – 100 users 
 +
 +• Twitter – 500 users
 +
 +• Facebook – 1,000 users
 +
 +• LinkedIn – 300 members
 +
 +===Reporting===
 +
 +The reporting template is saved here: **\\10.1.28.2\Company\Resources\Digital Services\Templates**
 +
 +The key objective of the reporting is to provide analysis on the performance. We pride ourselves on our optimisation and how we tightly manage the campaigns, the reporting provides an opportunity for us to demonstrate what we have optimised and how this has improved results. 
 +
 +The key element of the reporting is interpreting results and more importantly, the why! The intelligent insight comes from understanding why the campaign has delivered more clicks, for example. 
 +
 +We typically offer reporting using a standard PPT and starting to move to a more dynamic Data Studio reporting model. This provides significant efficiencies in how we can report. The data is automatically pulled into Data Studio, removing any manual input, and allowing us to focus on the real value – the insight. Therefore, reporting via Data Studio is more profitable and should be considered on all campaigns where applicable. At the start of the campaign please consider the success metrics and how the reporting can demonstrate whether they have been achieved. 
 +
 +=== Summary ===
 +
 +The purpose of this guide is to inform about the various PPC advertising options and how they can be utilised to support our clients. 
 +
 +Also, the guide should give guidance as to where the digital team requires information and input from the Client Services team before a proposal can be created.
 +
 +For further information, or specific queries about running PPC campaigns, please contact the Digital team.
 +
 +
 +
 + 
pcc_how_to_guide.1636462693.txt.gz · Last modified: 2021/11/09 12:58 by rebecca.miles

Page Tools

Donate Powered by PHP Valid HTML5 Valid CSS Driven by DokuWiki