Revere WIKI - Client Services

This page is read only. You can view the source, but not change it. Ask your administrator if you think this is wrong.
====== PCC How to Guide ======
=== Questions to ask ===  

Prior to any quotation being offered, a 10-minute discussion is recommended between the Digital team and the Account Manager. The discussions would be based around the following questions:

• What are the objectives of the campaign, and who are we targeting?

• Is there any insight from the client’s previous campaigns? Audience targeting or retargeting, keywords or tactics which have worked

• What previous activity was successful, in the client’s eyes and statistically, by network? 

• Are they active (organically) on any social networks?

• Do they have a social strategy? Do they have buyer personas? How does their paid strategy feed into this? 

• Do they have an advertising account with any of the networks? 
 - If not, does Revere need to set up any accounts for paid activity, i.e. campaign manager for LinkedIn or a Google Ads account for 
 Google and YouTube activity?


• How will the activity be paid for? Through Revere or will the client pay directly? Do we have the relevant VAT registrations for the client if required? 

• Do campaign assets already exist? If so, can Revere influence amends to ensure that the assets follow best practice or suggest alternative versions?

• Will the client be creating the UTM tracking codes for the campaigns?
 - Do they have a standard format for these? 

• How will the activity be measured? Do we have access to Google Analytics to create goals and track conversions? 
 - If not, the minimum we require is view access and Revere will request that the client establish any goals, if required
 - Is Google Analytics sync’d with Google Ads?

• Has the client considered remarketing? Remarketing allows us to contact users who have previously engaged with campaign content, this is a key method in nurturing users with follow up content. All campaigns should have an element of remarketing. 


Based on the above, the Digital team will make recommendations on the appropriate channel, tactic and audience. The recommendations will influence the quote, the number of creatives and assets. **Please always consider that a short-term campaign is unlikely to be lead-generation in nature. Lead-generation requires planning, nurturing and an ‘always-on’ mentality.**

The campaign will be continually optimised, in line with the quote. The Digital team will produce reports on performance and recommendations on how to enhance the activity during the campaign. 

Post campaign, did any of the conversions lead to sales? What was their sales approach to follow up on any generated leads? Do we have any detail on the success which can form part of a testimonial? How can the results of the campaign lead to future work? Try to source client feedback and develop an understanding of how we can enhance future campaigns. This is only relevant to lead-generation.

The digital team have setup a rate card with an outline on price (only to be shared internally), use this as a starting point to quoting your campaign.

===Budgets===

PPC campaigns have two key costs:

• Soft: Account management, Motion Graphics, Copywriter, Designer and Digital 

• Hard: Media budget – external cost of advertising on the channel 

The soft costs are outlined in the PPC rate card, this will vary by campaign and complexity but use this as a starting point when costing your job. The hard costs will also vary by campaign, with the approach, audience size and channel being a key determinant of how much you can feasibly spend. 

To calculate your media budget:

• Define the objective of the campaign and identify how the client measures success and a conversion, i.e. a MQL or book a demo etc.

• Determine if you can attribute a revenue figure to a conversion and how many conversions the client would deem successful. 

• Identify if the client has any previous activity that can be used to forecast performance. 

•	Once you have a revenue figure or if the client has outlined a budget, work backwards to assess its feasibility: 

 - How many channels, campaign duration, depending on the size 
 - Average CPC:

       Google Ads – Search: £2.00

	Google Ads – Display: £0.60 

	LinkedIn:  £10.00

	Facebook: £1.50

	Twitter: £1.00

• These are top level costs and will vary by audience, tactic, and client.    
 
- For example:

	Media budget: £1,000

	Channel: LinkedIn 

	Duration: 30 days 

	Media budget / CPC = 100 clicks 

	Media budget / duration = £33.33 daily budget 

	Daily budget / CPC = 3 clicks maximum per day

If you want to test multiple creatives (which is best practice) this budget is too small, and you will need to increase it or review the suitability of alternative channels. 
   
Use this formula to assess your budget feasibility.

The above figures are purely financial on the assumption that you have an audience size large enough to meet your objective. The audience size will affect how much budget you can feasibility spend, if you have a small target audience then you may not be able to spend the outline media budget. Our campaigns are being increasingly targeted clients become more specific in their requirements. Even if you have the right budget, you also need to consider the audience size. 

The Digi team can support in reviewing budget feasibility, researching audiences, and creating recommendations of where budget will be best spent.

Z:\Resources\Client Services\Rate cards - INTERNAL ONLY

==Facebook ==

Generally considered a B2C channel, with a more informal approach; however, given that B2B customers are also engaged in the network, and on Instagram, the network should not be immediately discounted. 

**Facebook image specs:** 

**Video** 

Use a video to draw users towards your product and offer 

Ratio: 9:16 to 16:9

Max size: 4gb
\\ Minimum length: 1 minute 
\\ Max length: 240 minutes\\ 
Headline: 30 characters\\ Text: 125 characters

Example - https://www.facebook.com/business/ads-guide/video

**Image**

Drive traffic using high-quality visuals. 

Type: jpg or png \\ 
Ratio:  1.91:1 to 1:1\\ 
Headline: 30 characters\\ 
Text: 125 characters\\ 
Resolution: 1200 x 628 px 

Images that consist of more than 20% text may experience reduced delivery.

Example - https://www.facebook.com/business/ads-guide/image

                                                    
**Collection**

Increase the number of shopping enquires by displaying items from the product catalogue. 

Type: Cover Image or video uses the first media asset from your canvas\\ 
Headline: 30 characters\\ 
Text: 90 characters\\  
Resolution: 600 x 600 px\\ 

Example - https://www.facebook.com/business/ads-guide/collection/facebook-feed/website-conversions

**Carousel** 

Showcase up to ten images of videos within a single ad, each with its own link

Type: Video/image as above\\ 
Number of cards: 2 – 10\\ 
Aspect ratio: 1:1 (recommended)\\ 
Headline: 30 characters\\ 
Text: 125 characters\\ 
Resolution: 1080 x 1080 px\\ 
Video length: 15 seconds recommended\\ 

NOTE: images which consist of more than 20% text may experience reduced delivery

Example - https://www.facebook.com/business/ads-guide/carousel/facebook-feed/traffic

**Lead generation ads**

A lead ad is presented using an image or video. Lead ads on Facebook and Instagram help you collect info from people who are interested in your business. 

Image type: JPG or PNG\\ 
Image size: 1,080 x 1,080 pixels\\ 
Image ratio: 1:1\\ 
Headline: 25 characters\\ 
Text: 125 characters\\ 

Video (as referenced above)\\ 
Headline: 25 characters\\ 
Text: 125 characters\\ 

NOTE: images which consist of more than 20% text may experience reduced delivery

Example – 
https://www.facebook.com/business/ads/lead-ads

**Instant Experience**

Instant Experience, formerly called Canvas, provides a full-screen, mobile-optimised experience instantly from your ad.

Image type: JPG or PNG\\ 
Multiple images – up to 20 are supported\\ 
Image size: 1080px x 1920px (full width)\\ 
Video type: mp4 or mov\\ 
Max. length – two minutes

Each Instant Experience can have multiple blocks of text, up to 500 words each. \\ 
Buttons: max. 30 characters \\ 
Video captions not recommended\\ 

Example - https://www.facebook.com/business/ads-guide/instant-experience

==Facebook – audience==

**Audience targeting:**\\ 
Location\\  
Demographic\\ 
Interests\\  
Behaviours\\  	

**Custom audience:**\\ 
Customers\\ 
Site visitors\\  
Mobile app users\\ 	

**Lookalike audience:**
An audience of members with similar characteristics to your custom audience.

=== Instagram === 

==Instagram image specs==

**Photo / video ads**

Tell your brand’s story using a simple creative canvas

Type: JPG or PNG\\ 
Square: 600x600px minimum, 1936x1936px max.\\ 
Landscape: 600x315px minimum, 1936x1936 max.\\ 

Example - https://www.facebook.com/business/ads-guide/image/instagram-feed/traffic


Type: landscape of square format, up to 60 seconds

Example - https://www.facebook.com/business/ads-guide/image

**Stories ads**

Stories make use of the mobile screen, offering businesses a distraction-less canvas

Dimensions: 1:91 to 4:5\\ 
Type: MP4, MOV (video), JPG, PNG (image)\\ 
File size: max. 4gb (video), 30mb (image)\\ 
Video length: 120 seconds max.\\ 
Resolution: 1080 x 1920px recommended\\ 

Example https://www.facebook.com/business/help/2222978001316177?id=2331035843782460

**Carousel ads**

Add multiple photos or videos to your ad and give users the ability to swipe to view content in a single ad

Type: Cover Image or video uses the first media asset from your canvas\\ 
Cards: minimum of 2, max. 10\\ 
Image type: JPG or PNG, max. 30mb\\ 
Video: 4gb max., 60 seconds long\\ 
Resolution: 1080 x 1080 px (1:1 ratio)\\ 

Example - https://blog.hubspot.com/marketing/instagram-carousel-posts

**Collection ads** 

Discover, browse and purchase products and services from mobile devices in a more visual and immersive way.

Image ratio: 16:9 or 1:1\\ NOTE: images which consist of more than 20% text may experience reduced delivery

Example - https://www.facebook.com/business/ads-guide/carousel/facebook-feed/traffic

**Instagram – audience/placement** 

 
With Instagram being purchased by Facebook the audience and placement is as per Facebook above. 


===Twitter===

Best practice is to have multiple creatives and test them to determine which is engaging, as well as  deploying new creatives at regular intervals throughout the campaign lifecycle, as Twitter in particular (due to its immediate release of content) ranks fresher content highest.

The Twitter character limit has recently been increased to 280 characters, however the research to date has suggested that sticking to the original character limit of **140 generates** the best results. 

==Twitter image spec==

All examples can be found here: https://business.twitter.com/en/help/campaign-setup/advertiser-card-specifications.html

Single image tweets & GIFs\\ 
Type: jpeg, png or GIF\\   
Resolution: 1200 x 675 px\\  
Aspect ratio: 16:9\\  
File size: 3mb	Multi image tweet\\  
Image spec as single image tweet.\\ 
Can display 2 – 4 images in one tweet\\ 

**Multi image tweet** 

Image spec as single image tweet.\\ 
Can display 2 – 4 images in one tweet\\ 

**Website card**
 
Key difference being a larger presence in the Twitter stream and a defined CTA

Image type: JPEG or PNG\\   
Website title length: 50 characters\\ 
Tweet copy: 280 characters\\ 
Resolution: 800 x 418 px for 1.91:1 ratio or 800 x 800 px for 1:1\\ 
File size: max. 20mb\\ 

Video type: MP4 or MOV

Video length: 15 seconds recommended

Resolution: 1:1 recommended

Video file size: 1gb recommended	

**Promoted video**
 
Type: MP4 or MOV.

Video length – 15 seconds (recommended)\\ 
Video title length:  70 characters\\ 
Description: 200 characters\\  
Aspect ratio: 9:16 or 1:1\\ 
File size: 1gb\\ 

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.
Revere WIKI - Client Services

User Tools

Site Tools

Page Tools
