Search & Social Specs

Transcription

1 Search & Social Specs

2 Google

3 What Makes an Effective Ad? Highlight What Makes You Unique Showcase the services that make you competitive. Include Promotions and Exclusives People often use Google search to make a decision about something. Give them what they need to decide. Empower Customer to Take Action Are you offering a service? Tell people how to contact you. Calls to action like purchase, call today, order, browse, sign up, or get a quote make clear what the next steps are. Include At Least One of Your Keywords Keywords your ad text show your ad s relevance to what people want. Match Your Ad to Your Landing Page Have a look at the page that you're linking to from your ad and make sure that the promotions or products in your ad are included there. People might leave your website if they don t find what they expect. Appeal to Customers on Mobile People seeing your ads on mobile are more likely to want to know where you are, or to call you. Show your location and phone number with location and call extensions. Keep in mind, your texts ads,ay appear differently on mobile.

4 Google Expanded Text Ads Text ads on the Search Network show above and below Google search results. A text ad on Google search is the simplest online ad that AdWords offers. It has three parts: headline text, a display URL, and description text. Headline People are most likely to notice your headline text, so consider including words that people may have entered in their Google search. Your text ad consists of two headlines where you can enter up to 30 characters each to promote your product or service. The headlines are separated by a dash PRODUCT UPDATE: August 2018 a third headline can now be added to Text Ads Display URL The display URL, usually in green, shows your website address. These fields are designed to help people who see your ad get a better sense of where they ll be taken when they click it. Your path text doesn t have to match the exact language of your display URL. Description Use the description to highlight details about your product or service up to 80 characters. PRODUCT UPDATE: August 2018 a second description can now be added with a max of 90 characters

5 Google Expanded Text Ad Characters Field Currently Utilized ETAs in Account Max Length Field Recently Updated ETAs August 2018 Max Length Headline 1 30 Characters Headline 1 30 Characters Headline 2 30 Characters Headline 2 30 Characters Headline 3 30 Characters Display URL Display URL Description 1 90 Characters Description 80 Characters Description 2 90 Characters

6 Google Responsive Search Ads What are Responsive Search Ads (RSA)? Responsive search ads allow advertisers to provide up to 15 headlines and 4 description lines. Google will then test different combinations of the headlines and descriptions, learning which ad creative performs best for different search queries. RSA can show up to 3 headlines and the description allows 90 characters. There is also the option to pin a headline, which means no matter what, that specific headline will always appear. Field Max Length Headline Create up to Characters Description Create up to 4 90 Characters

7 Extensions Callout Extensions Extra line of ad text, broken up into tight, short (25 characters) snippets of text Boosts engagement: This added information drives an increase in CTR of ~10%* in tests done by Google. Convince users: Callout extensions are a powerful way to highlight value-added attributes about a particular service. Left photo Structured Snippets Additional line of text which allows you to describe features of a specific product or the range of products or services your business offers. Get more qualified leads: By giving users specific information about what you have to offer before they go to your website Right photo

8 Bing

9 What Makes an Effective Ad? Keep Your Ads Relevant Use your customers' most popular search keywords in your ad titles and text. Create Multiple Ads in an Ad Group Each ad group can contain as many as 100 ads, which Bing Ads displays in an even rotation. After you've identified your most effective ad or two, you can help maximize your campaign by deleting the other ads from the ad group. Use Your Customers' Language Use words and a writing tone that are likely to attract your typical customer. Address Your Customers Directly Use the words "you" or "your" in your ads so that you are speaking directly to them. You know what we're talking about. Be Specific The clearer and more specific your offering, the better. Include a Call to Action Give customers a reason to click your ad right now. Offer a specific call to action, such as encouraging customers to request a brochure or consultation, download a free e-book, subscribe to a newsletter, or take advantage of a limited-time discount. Avoid: Random capitalization, excessive punctuation, jargon, misleading information

10 Bing Text Ads An ad is an individual online advertisement displayed to a potential customer. You'll often see ads referred to in the context of an ad group or a campaign. An ad group contains one or more ads and keywords, while a campaign contains one or more ad groups. It has four parts: ad title, ad text, and display URL Ad Title Ad title (60 characters two 30-character title parts separated by a hyphen) Ad Text Description of your website/content Display URL Domain and subdomain automatically generated from your final URL, plus two customizable URL paths.

11 Bing Text Ad Specs Field Max Length Headline 1 30 Characters Headline 2 30 Characters Display URL Domain and subdomain automatically generated from your final URL, plus two customizable URL paths Description 80 Characters

12 Facebook/Instagram 12

13 Key Elements and Concepts for a Breakthrough Creative Photo Images should fill the screen and create maximum impact with a 1:1 ratio Logos, product names and/or packaging must be clear Video Video should fill the screen and create maximum impact with a 1:1 ratio Should be branded within the first 0:03s and throughout Click to Website Utilize quality images or videos to get your consumers attention Use an attention-grabbing headline as this will likely be the first thing users see To drive more traffic to the destination site, add a call to action button Cinemograph Photo should work well without the movement Motion should add value to the unit Movement should focus the eye on the brand and should be subtle Carousel First image should work on its own with creative consistency All images should work well for seamless journey with visual thread Canvas Ensure the unit is optimized for mobile as there is no desktop option Branding should encompass the entire screen upon opening

14 Recipe for Success Solve for a Business Objective Design the campaign to resolve a specific business challenge (awareness, relevance, trial) and not to drive social or engagement objectives (likes, comments, shares) Target Using Personalization at Scale Harness the unique power of Facebook targeting/insights and 3 rd party custom audiences to make the campaign sharply relevant but still reach large audiences of the right people Create Mobile First Design mobile first, with your target s mobile mindset and behaviors in mind as well as the unique creative canvas that Facebook mobile offers Support with Proven Media Weights Make sure your creative is actually seen by giving it proven levels of reach and frequency; Don t expect boosting or organic posts to make any impact on business objectives Measure to Learn and Improve Commit to creative pre-testing, Nielsen Brand Effect, DLX or other study to evaluate the business impact of the campaign Evaluate Work on Mobile Context Always look at the work as the consumer sees it: on a phone, not on a giant screen

15 Facebook Only Specs Unit Photo Photo with Link Panorama or 360 Photos Video & Cinemagraph Carousel (Image & Video) Specs Image ratio: 9:16 or 16:9 Minimum resolution: Landscape (600px x 315px), Square (600px x 600px) Vertical (600 x 750) Text: 125 characters Photo: can t have more than 20% text in image Images: Cropped to 1.91:1 Headline: 25 characters Link Description: 30 characters Minimum Image Width in Pixels: 400 Minimum Image Height in Pixels: 150 Aspect Ratio Tolerance : 3% Recommended Aspect Ratio: Landscape: (16:9), Portrait (9:16), Vertical (2:3) Minimum resolution: Width (600px), Height (variates depending on Ratio) File Size: Up to 4GB max Frames: 30fps max Length: 240 minutes (max) Aspect Ratio: 3% Image ratio: 1:1 Aspect Ratio Tolerance: 3% Text: 125 characters Headline: 40 characters Link description: 20 characters Number of Cards: 2 (min) 10 (max) Length: 240 minutes (max)

16 Facebook Canvas What is it? A full screen experience for mobile devices. It Can be used with all Facebook ad formats carousel, single image, single video, slideshow or collection. Canvas Unit Specs Canvas Ad Unit Video Photo Button Recommended Dimensions: 1200px x 628px (16:9) Aspect Ratio: 1.9:1 Post Text: 90 characters Headline: 25 characters CTA: Tap to Open) CTA: Added by system; non-customizable Format: MP4, MOV Recommended Dimensions: Full Screen (750px x 1334px) Supported Sizes: 16:9, 1:1, 4:5, 2:3 Minimum Resolution: 720p Max Frames: 30fps *First frame of video is poster frame (thumbnail) Image size: 1080 x 1920 Sizing Options: Fit to width & Fit to height (allows the user to tilt the phone to the left or right) File type:.png,.jpg **Up to 20 photos can be used in a Canvas Aspect Ratio: 1:1 Media: Image Height: 48px Characters: 30 max Carousel Image ratio: Images can be full or partial height, but all images should be the same size Image Size: minimum width of 1080 pixels File type:.png or.jpg - 10 images per carousel max

17 Instagram Only Specs Unit Photo Video Carousel (Image & Video) Specs Image ratio: Landscape (1.91:1), Square (1:1), 4:5 (minimum) Ratio Tolerance: 1% File Size: 30MB (jpg or png) Text: 2,200 max (but only two rows will show) Video ratio: Landscape (1.91:1), Square (1:1), Vertical (4:5) Minimum resolution: 1080 x 1080 Aspect Ratio Tolerance: 1% File Size: 4GB max Frames: 30fps max Text: up to 2,200 characters Length: 60 seconds max Recommended aspect ratio: 1:1 Number of Cards: 2 (min) 10 (max) Minimum resolution: Width (600px), Height (600px) File Size: 4GB Frames: 30fps max Text: 125 characters Length: 60 seconds max Stories Aspect Ratio: 9:16 (works for both static and video) Aspect Ratio Tolerance: 1% Max File Size: 4GB (video) 30MB (photo) Video Length: 0:15s max

18 Pinterest

19 Creative Best Practices Five Essential Tips Use an eye-catching, vertical image Show how to use your product or service Make your product or service the focal point Use your logo Add text overlay to convey your main message Optimize for your marketing objectives Build awareness Align your content to life, seasonal or everyday moments Call out unique features Use pin description to add context and reinforce branding

20 Promoted Pins Specs Images file must be: File type: PNG and JPEG Max file size: 10 MB Pinterest recommends: Aspect ratio: 2:3 (e.g pixels wide by 1500 pixels tall). Any Pin that has a taller aspect ratio greater than 2:3, may be cut off at the bottom when it's shown Description copy: Up to 500 characters. Prioritize first 1-2 sentences, which are most likely to show up in feed)

21 Promoted Video Specs Videos files must be: File Type:.mp4 or.mov Encoding: H.264 Max file size: Under 2GB Video length: Minimum 4 sec, maximum 30 min Pinterest recommends: Aspect ratio: Standard width: Square (1:1) or Vertical (2:3, 9:16) Max width: Square (1:1) or widescreen(16:9). *Note: max. width videos cannot exceed the height of a 1:1 aspect ratio. Description copy: Up to 500 characters. Prioritize first 1-2 sentences, which are most likely to show up in feed) Standard Max Width

22 Twitter

23 Essential Elements of a Creative Be Concise Copy should be short utilizing visuals and include fewer clickable elements Higher engagement is seen among Promoted Tweets with < 50 characters Share Photos/Videos Media forward content leveraging imagery drives 3x higher engagement rate than tweets without #HashtagIt Be deliberate and don t overuse; Recommend 2 #hashtags per tweet max #Hashtags help people discover trending topics, events and interests Leverage current pop culture phrases with #hashtag to set a playful tone and initiate users to interact Episodic content should be linked by #hashtag or objective Use Clickable Content Wisely Promoted Tweets with fewer clickable items have 36% higher engagement rates vs. those with 5 or more elements of clickable content When driving to long form videos, utilize website click objective Brand Link Promoted Tweets with brands or products in images had 133% higher engagement rates vs. those without Messaging should be consistent for users to associate brand with creative to garner higher engagement and grow the follower base

24 Twitter Specs Unit Video Images & GIFs Conversational Unit Website Card (Image) File Type: MP4 or MOV Max File size: Under 1GB Max Time: 02:20 Recommended Aspect Ratio: 16:9 Max Frames: 30fps Specs Minimum Resolution: Width (1200px) X Height (675px) Aspect Ratio: 16:9 File Types: PNG, JPEG, or GIF Tweet Copy: 256 characters (24 characters are used for the Card) Hashtag: 21 characters Pre-populated User Tweet: 156 characters Headline: 23 characters Thank You Text: 23 characters Image Aspect Ratio: 5:2 Minimum Resolution: Width (800px), Height (320px) Image Size: Landscape (800px 418px), Square (800px x 800px) Aspect Ratio: Landscape (1:91.1) Square (1:1) for both image and video formats Headline: 50 characters Tweet: 256 characters

25 YouTube

26 Key Elements and Guidelines for Breakthrough Creative Early Brand Placement Matters Any type of brand presence (audio, graphic, or on-product) in the first 5 seconds is associated with higher ad recall Video and Sounds Working Together Sound plays a key role in capturing viewers attention. Google has found that an audio mention of the brand is associated with increased brand lift For users watching video and audio combined, there is a 20% lift in brand awareness and consideration Calls To Action Drive Additional Impact A clear call to action is associated with increased brand lift. Be straightforward and tell users exactly what you want them to do Offer something funny or unexpected to grab attention; build an authentic emotional connection Take Control Of Time Google has found that there is a consistent relationship between how long an ad is viewable and increase in brand awareness and consideration Consider telling your story in unique ways that break the traditional format, and adjust your length depending on brand objective Additional Considerations Humanize: The role of people and their interactions with users drives viewership. When applicable, consider the use of influencers/celebrity as there is association with Brand Lift performance Humor: Research has shown that humor is the number one factor associated with watching an ad

27 YouTube TrueView In-Stream Features & Benefits Key Consideration How can you ensure users stay and watch your message? And, even if they skip, how can your brand still reap a benefit? Features & Benefits Advertisers can bid for what they care about people watching their video content Users can skip the ad after 5 seconds and advertisers are charged only for video ads that are viewed in their entirety or until 30 seconds have elapsed Because users can skip if they choose, TrueView ads gives viewers control over their involvement and the power to opt-in and out of ads provides a healthy user experience A view of the ad will count towards the public YouTube view count Non skippable Non-skippable in-stream ads are video ads that may appear pre-, mid-, or post-roll while viewing partner content. They can be up to seconds long and viewers must watch the ad before they're able to watch the selected video. A companion 300x60- pixel ad unit may be usually displayed alongside YouTube videos that show in-stream ads on desktop How are non-skippable in-stream ads different than TrueView in-stream ads? If a non-skippable in-stream ad appears before a video, the viewer must watch the ad in full before the video will play. With TrueView in-stream ads, viewers have the option watch the ad in full or to skip the ad after viewing it for 5 seconds. Both in-stream ad formats may generate higher CPMs than other ad formats on YouTube, but non-skippable in-stream ads have higher video abandonment rates than skippable TrueView in-stream ads.

28 YouTube Bumper Ads Features & Benefits What are Bumper Ads? Bumper Ads are a lightweight, 6 second, non-skippable ad unit designed to drive awareness and reach. Bumper ads are bought on a CPM and optimized to drive the greatest reach by being allowed to serve more frequently than any other video format particularly on mobile [NOTE: Because Bumper ads are non-skippable, they do not count towards public view count] Key Consideration You only have 6 seconds. Keep it short and sweet. Allow your message to come through in a snackable, yet impactful way Features & Benefits Brand Impact Bumper ads drive incremental lift in brand metrics when coupled with TrueView ad Achieves Greatest Reach Efficient CPM and highest frequency, particularly on mobile Mobile-optimized Ensure full message is delivered despite short attention spans and lower ad tolerance on mobile Where can the ads appear? Bumper ads can appear on YouTube videos, or on videos on partner sites and apps on the Display Network.

29 YouTube in-search Ads Features & Benefits What are YouTube in-search Ads? TrueView video discovery ads run across YouTube and Google Display Network. On YouTube they can run on the search results and watch pages on YouTube. This unit allows advertisers to ensure that their feature is present during relevant searches on the platform. Key Consideration Ensure that content is discoverable by utilizing relevant keywords by match type (broad, phrase, and layer robust audience targeting including Affinity, In-Market and Remarketing exact) Features & Benefits Capture Intent Deliver information to users actively searching for your brand or category and consuming relevant content Expand Reach Be present beyond Watch page pre-roll in key discovery placements across YouTube Drive Action Viewers are 5x more likely to click on call to action overlays; viewers also subscribe, share, and watch additional videos from your brand

30 YouTube Specs Ad Format Placement Platform Specs Display Ads Appears to the right of the feature video and above the video suggestions list. For larger players, this ad may appear below the player. Desktop 300x250 or 300x60 Overlay Ads Semi-transparent overlay ads that appear on the lower 20% portion of your video. Desktop 468x60 or 728x90 image ads or text Skippable Video Ads Skippable video ads allow viewers to skip ads after 5 seconds, if they choose. Inserted before, during, or after the main video. Desktop, mobile devices, TV, and game consoles Plays in video player. Non Skippable Video Ads Non-skippable video ads must be watched before your video can be viewed. These ads can appear before, during, or after the main video. Desktop and mobile devices Plays in video player, up to 6 seconds long Bumper Ads Non-skippable video ads of up to 6 seconds that must be watched before your video can be viewed. Desktop and mobile devices Plays in video player, up to 6 seconds long Sponsored Cards Sponsored cards display content that may be relevant to your video, such as products featured in the video. Viewers will see a teaser for the card for a few seconds. They can also click the icon in the top right corner of the video to browse the cards. Desktop and mobile devices Vary

31 LinkedIn 31

32 Sponsored Updates What is a Sponsored Update? Sponsored Content includes company page updates that are promoted by a company, brand, or another organization through the Campaign Manager (Must be company page admin to post and sponsor updates) Best Practices: Sponsored Content with images and video tends to perform better. Keep the headline under 60 characters. Start with a question or quote to hook the reader and use "You" to speak to your audience. Use a 1.91:1 ratio (1200x627 px). If you re adding an image to the update, keep these in mind: Image must be more than 200px width. If your image width is less than 200px, it will not display in the larger image format. Instead, images will appear as a thumbnail on the left side of the post Tracking Capabilities Through the campaign manager, you can track conversions, conversion rate, return on ad spend, and more Impression Tracking: Not supported Click Tracking: We suggest using campaign-based tracking codes rather than referral source to track visits to your website. Referral source is not a recommended method of tracking campaign performance because different redirect types and secure browsing can impact whether or not the referrer is passed.

33 Jobs Slots Once you've purchased Career Pages for your Company Page, featured jobs will be displayed Targeted to the viewer based on relevance to their LinkedIn profile Required fields to fill when posting a job: Company Job title Location Description Once the job is posted you ll receive: A confirmation it was posted Intelligent Matches that are tailored to your open job Intelligent Matches are candidate recommendations tailored to your open job, and are optimized based on your feedback Free InMail messages to reach out to Intelligent Matches directly

34 Sponsored Videos Best Practices Show what you want your audience to see in the first 10 seconds of the video. (Viewer attention tends to drops after that point) Capture and maintain your audience s attention with visual storytelling. Deliver your message with graphics, people, and text that extend viewer attention span. Consider in-video subtitles A large portion of LinkedIn members will watch your ad with the sound off. Tell a rich story about your brand Show what makes your culture special How to get started 1. Select Sponsored Content 2. Select your main objective: get website visits, collect leads, or get video views 3. Video ads will be available for all three objectives Test and optimize A/B test the same content with different lengths Short (5-15 sec): Try looped videos similar to animated gifs or cliffhanger videos that encourage your audience to learn more. Medium (~30 sec): Establish your point in the first 5 seconds, then drive it home. Strong examples include quick product overviews or talking head interviews. Long (1 min+): Tell a richer story that makes an emotional connection or impart knowledge (i.e. snippets from a recent webinar). A/B test the introductory text: Try calling out your audience. ry removing the introductory text altogether. A/B test different content: Social proof: Try different customer testimonials to learn which resonate most with your audience. Landing experience: If you re collecting leads, test different landing pages to learn which web page drives higher conversions.

35 Sponsored Video Specs Unit Video Specs Length: Three seconds to 30 minutes (Tip: most successful video ads are less than 15 seconds long) Layout: Horizontal (vertical videos are not supported) File size: Between 75 KB and 200 MB File format: MP4 Frame rate: Less than 30 FPS (frames per second) Pixel and aspect ratio requirements: 360p (480 x 360; wide 640 x 360) 480p (640 x 480) 720p (960 x 720; wide 1280 x 720) 1080p (1440 x 1080; wide 1920 x 1080) Audio format: AAC or MPEG4 Audio size: Less than 64KHz

36 Sponsored Content Specs Sponsored Content Image Text URL Link Sharing Thumbnail image size: 1.91: x characters (max) On desktop, can hold approximately 600 characters max, but text is truncated around 150 characters and displays "...read more" Title: 70 characters or less Characters count toward introductory text limitation. All URLs must have the " "or prefix. URLs longer than 23 characters are shortened by LinkedIn Embedded Rich Media 1.91:1 ratio 1200x627px Industry Standard image must be above 400px in width. (Animated GIFs are not accepted) Introductory Text: 150 characters or less, including the landing page URL URL must be included and URL characters count toward introductory text limitation. All URLs must have the " "or prefix. URLs longer than 23 characters are shortened by LinkedIn

37 Image Specifications for Company Pages and Career Pages Tab Module Minimum Image Size Recommended Image Size Overview Tab Overview Tab Logo Image 300 (w) x 300 (h) pixels 300 (w) x 300 (h) pixels Overview Tab Image 360 (w) x 120 (h) pixels 360 (w) x 120 (h) pixels Overview Tab Cover Image 1192 (w) x 220 (h) pixels 1536 (w) x 768 (h) pixels Life Tab Hero Image 1128 (w) x 376 (h) pixels 1128 (w) x 376 (h) pixels Life Tab Custom Modules 502 (w) x 282 (h) pixels 502 (w) x 282 (h) pixels Life Tab Company Photos 264 (w) x 176 (h) pixels 900 (w) x 600 (h) pixels

38 Character Limits for Company Pages and Career Pages Section Field Character Limit Updates tab Company Update text 700 Overview tab Company Name 100 Overview tab About Us 2000 Career Pages - Life tab Page Name 50 Career Pages - Life tab Career Pages - Life tab Company Leaders headline Company Leaders description Career Pages - Life tab Employee Testimonials 400 Career Pages - Life tab Custom Module title 150 Career Pages - Life tab Custom Module body 500 Career Pages - Life tab Custom Module URL label 70

39 Helpful Links - Search Search and Social platforms are constantly evolving and changing their requirements and specs, we provided links for the corresponding slides for future use (most of the time we aren t notified of small changes so it s good to do a health check in once in a while) Google Bing

40 Helpful Links - Social Search and Social platforms are constantly evolving and changing their requirements and specs, we provided links for the corresponding slides for future use (most of the time we aren t notified of small changes so it s good to do a health check in once in a while) FB Only Specs Instagram Only Specs Twitter Specs YouTube LinkedIn Pinterest