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rebecca.miles 		pcc_how_to_guide [2022/02/07 16:56] (current)
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 Create a minimum of 3 headlines and 2 descriptions, our recommendation would be to have **6** headlines and **4** descriptions.   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.1636737617.txt.gz · Last modified: 2021/11/12 17:20 by rebecca.miles

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