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.

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

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

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.

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, 1936×1936 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.

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.

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.

Audience targeting:

Demographic Interest Follower Behaviours Keyword

Tailored audience: Customers Site visitors Mobile app users

Placement

Twitter audience platform