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

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.

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.

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: 1080×1080 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

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.

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 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: 300×250 pixels

Large rectangle: 336×280 pixels

Leaderboard: 728×90 pixels

Half page: 300×600 pixels

Large mobile banner: 320×100 pixels

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: 1200×1200 px Aspect ratio: 1:1 File Size: 5120 KB

Landscape: 1200×628 px Aspect ratio: 1:91:1 File Size: 5120 KB

Logo Landscape: 1200×1200 px (not our recommendation to use – see note below) Aspect ratio: 4:1 File Size: 5120 KB

Logo Square: 1200×300 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

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)

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