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: o How many channels, campaign duration, depending on the size o 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. o 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.

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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