Social Paid Media Guide

RAISE YOUR VOICE
A PRACTICAL GUIDE TO SOCIAL MEDIA ADVERTISING

ORGANIC IS DEAD
Some people claim the cry ‘organic is dead’ is too melodramatic, but the figures
speak for themselves – thanks to gradual changes to Facebook’s Edgerank
algorithm, the average brand without promoted support will only reach 0.1% to
4% of its community. This figure will vary across other platforms, but the principle
remains the same - it doesn’t matter if you have created the most innovative,
compelling and entertaining content, it will count for nothing unless you pay to put
it in front of the right people. Success in the new social media landscape means
listening to an old adage; sometimes, you have to spend money to make money.
Originally adapted from ‘A Guide To Social Paid Media’ (2016)
FleishmanHillard Johannesburg, SA
This work is licensed under Creative Commons Attribution 3
www.creativecommons.org/licenses/by/3.0

5
TABLE OF CONTENTS
6
10
11
13
14
Introduction to social advertising
Campaign types
Reach campaigns
Community acquisition campaigns
Engagement campaigns
16
19
21
25
Conversion campaigns
Test & learn campaigns
Paid social by channel
Facebook
30 Twitter
36 LinkedIn
40 YouTube
44 Tumblr
46 Outbrain
50 Snapchat
52 Pinterest
49 Vine
54 Sources, appendix, enquiries
56 Glossary
8 Key concepts
22 Instagram

76
INTRODUCTION TO
SOCIAL ADVERTISING
The paid media landscape:
A new world for communicators
The advertising landscape is evolving at an unprecedented rate and the media landscape is increasingly more
fragmented. This fragmentation has created a multitude of channels to reach a diverse, connected, tech-savvy
stakeholder.
More channels means infinitely more opportunities to reach and engage with your target audience. Digital
advertising spend is growing year on year. In four years, digital is forecast to account for 38% of global ad
spending. But this increase in spend is not a result of renewed faith in traditional tried and tested digital format.
The effectiveness of display or banner advertising has been on a steady decline for years, which has opened a
realm of possibilities for integrating spend into communications campaigns.
It’s no longer about holding the relationship for bulk CPM (cost per 1,000 impressions), but instead about
understanding storytelling and amplifying stories to the right audience at the right time. Paid media, once the
red-headed stepchild of the PESO (paid, earned, shared, owned) model for communications agencies, is now
about meeting the unsaid expectations of the client. It’s no longer just a nice to have – it is imperative to the
success of every social campaign.
The benefits of paid social
Discoverability
& feed longevity
Paid social increases staying power and feed longevity of
your content, increasing the likelihood of consumption
and engagement.
Visibility and
precise targeting
Paid social ensures your content has the opportunity to
be seen by the people you want to see it.
33 Review Assets &
Content Plan
44 Research Channels &
Audience Targets
55 Develop Strategy
66 Create Media Plan &
Assets
77 Launch & Optimise
88 Assess Performance
Understanding bidding
Most, if not all, digital and social advertising is based on a bidding system, where advertisers compete with
hundreds of thousands of advertisers to buy real estate on websites, mobile apps and social networks,
and display their message to users. All of this is done in real time, shifting and changing dynamically as
advertisers optimise their ads through A/B testing and narrowed targeting. The amount you bid for clicks,
conversions or impressions is not what you’re actually going to pay; it’s just the maximum amount you’re
willing to pay to win against competing bids. Facebook, LinkedIn and Google AdWords will always allow you
to pay the lowest amount possible to win the bid and have your ad displayed.
By way of an example, let’s assume that Facebook has only three available spots to display ads, but there are
four competing advertisers bidding for those spots. We can simplify it as follows:
Advertiser A bids £0.21
Advertiser B bids £0.35
Advertiser C bids £0.35
Advertiser D bids £6.94
In this example, Advertiser A will most likely receive low to zero impressions. Advertisers B and C will total
a good amount of impressions at a price somewhere between £0.22 and £0.35. Advertiser D will most likely
receive more impressions at a price just slightly above those of B & C, at around £0.35 and £0.42 – even
though its bid is significantly higher at £6.94.
There are two important takeaways here:
• If you bid too low, your campaign may not get the exposure it deserves and you won’t reach your goals.
Remember, you always get what you pay for.
• Don’t worry about bidding high. You’ll still end up paying the lowest amount possible in the auction to get
your ads delivered.
11 Identify Opportunity
22 Set Campaign Goals &
Budgets
Our process

98
KEY CONCEPTS
Hyper targeting
Hyper targeting is a term that describes serving
content to a specific audience. It is achieved by
layering multiple targeting parameters on top of
each other, thereby narrowing an audience.
Native advertising
Native advertising is online advertising that
matches the form and function of the platform
on which it appears. An example of this would
be an article written by an advertiser to promote
their product but using the same style and look as
an article written by the editorial staff. The word
“native” refers to the content’s coherence with other
media on the platform.
Real-time bidding
Real-time bidding (RTB) refers to the buying
and selling of online ad impressions through
real-time auctions that occur in the time it takes
a webpage to load. RTB is a type of automated or
programmatic buying of advertising placements
through algorithm-driven trading that allows for
the quick buying of ad impressions according to
pre-set parameters.
As an ad impression loads in a user’s web browser,
an ad exchange is given information about the page
that is loading and the user who is about to view
it. The ad exchange then auctions the ad space(s)
off to the advertiser(s) willing to pay the highest
price for a click or impression. The winning bidder’s
ad is then loaded on the page — all in a matter of
milliseconds. Not all programmatic advertising
uses RTB. Some “programmatic” or technology-
driven ad platforms let publishers sell their
inventory in advance for a fixed price, as opposed
to auctioning it off. This is sometimes referred to as
programmatic direct or programmatic guaranteed.
Thanks to real-time bidding, ad buyers no longer
need to work directly with publishers or ad
networks to traffic ads or negotiate prices.
Remarketing
Remarketing is a mostly automated process of
re-engaging a visitor or customer based on a recent
interaction they had with your brand. It is a subset
of interest-based advertising, helping you match
interested people with the right message.
People who leave your website without making a
purchase will be served ads related to your brand
or the specific products they looked at on your site
when visiting other websites in the Google Display
Network or when they run a Google search using
your keywords.
Remarketing means that you can show people
with a proven interest in your brand a compelling
message or offer that will encourage them to return
to your site and complete their purchase.
Transactional ads
Transactional advertising allows for a transaction to
take place directly in the ad unit. These types of ads
are price driven and create a short-term relationship
with customers. These are typically customers who
would ordinarily not shop with the retailer unless
there is a short-term incentive such as a discount
or a sale. Transactional advertising is essentially the
antithesis of relational advertising that, as the name
suggests, builds and capitalises on a connection
with customers.
In-app advertising
An in-app ad is displayed within a mobile phone
application. These types of ads can be in the form of
a banner at the top or bottom of the app screen, an
interstitial or an overlay.

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CAMPAIGN TYPES
Understanding reach
as a metric
Reach is a metric centered around content being
seen by a unique user and defined as the number of
unique people seeing a piece of content.
It is the measurement of the audience size that
your content has extended to and is a more
accurate measure of an audience than the size of its
community, because content doesn’t automatically
reach the entirety of that community. Additionally,
many of the users that do see the content are
not necessarily fans, followers or members of the
community.
A number of factors impact reach. On Facebook,
the EdgeRank algorithm decides who sees your
content and who doesn’t. On Twitter, it is the sheer
volume of content and your following that impacts
its reach. On Pinterest, if you have 1,000 followers,
then each of your pins could potentially reach 1,000
people, until they repin it as their own and increase
the potential exposure.
Reach is the primary metric for message
distribution and a powerful indicator metric for
content performance.
Types of reach
Although you will come across terms like “true
reach” and “viral reach”, these kinds of expressions
are often platform specific or interchangeable with
one of three main categories of reach, which are:
Organic Reach: The number of unique people who
saw your organic content.
Paid Reach: The number of unique people who saw
your paid content.
Potential Reach: The potential number of
individuals in a brand’s audience who could have
the opportunity to see a piece of content.
In addition to the three main types of reach, each
platform has its own definition and application of
the metric based on its mechanics.
Facebook
The number of unique people who have seen
content associated with your page. Facebook also
has a metric called Viral Reach, which is the number
of unique people who saw your post or page
through a friend’s share or mention.
Twitter
The sum of all users mentioning your brand handle
and the sum of their followers.
LinkedIn
How many times your updates were seen – both
organically and through paid campaigns – within a
specified time frame.
Instagram
Measures potential reach as the total number of
people that may have seen your post owing to the
use of a hashtag. This is considered “potential”
reach since your post appears on a hashtag feed
and this doesn’t mean the target user has seen it.
REACH CAMPAIGNS
Reaching specific audiences and generating awareness

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Reach vs impressions
Impressions show the number of times a piece
of content has been displayed. People may see
multiple impressions of the same piece of content,
and each time they see the content it is considered
an impression. Reach, therefore, indicates how
many unique users have seen your content,
whereas impressions indicate how many times your
content has been shown to users.
Reach as a deliverable
Reach is the precursor metric to all other metrics.
Without reaching an audience, you cannot
engage with them, call them to action or generate
engagement. That being said, there are clients
who want to reach specific audiences or generate
mass awareness, in which case reach becomes a
deliverable in and of itself.
Running a reach
campaign
Although all channels have reach as a metric,
some are better suited to mass reach (Outbrain),
while others excel at reaching a targeted audience
(LinkedIn).
The appeal in social channels is that they all allow
for targeting, but some allow it more than others.
When choosing a channel on which to place an
ad, the presence of the target audience needs
to be established first and foremost. Another
consideration is where they are on their content
journey, since different audiences use different
platforms for different reasons. All of these things
determine how open users are to certain types of
content. By way of example, it may be a good idea
to promote a thought leadership piece on LinkedIn,
but the same audience may be relatively closed
off to the promotion of FMCG products on that
same platform.
Understanding
community acquisition
as a metric
“Follows, likes and fans” are metrics that relate
to the joining of a social community – we refer
to these actions as acquisitions. An acquisition
campaign doesn’t guarantee engagement, sales or
conversions. Instead, community acquisitions such
as following or liking a page/profile are considered
opt-ins to brand messaging. Acquisitions are
attractive, considering a captive audience makes for
a community that is open to your messaging and
more likely to convert to becoming customers.
Customer vs community
acquisition
Customer acquistion and community acquisition
are two very different concepts. The former is
leading a user to purchase your product or service.
Community acquisition, on the other hand, means
getting the attention of a user so they will opt into
your messaging. While an increased community
gives you more opportunities to convert followers
and fans into customers, community acquisition
does not guarantee sales.
Community acquisition
as a deliverable
On platforms like Facebook and Twitter, community
acquisition generally has its own ad mechanic in the
form of a direct cost per acquisition (CPA) bid. This
is a direct transaction where money is exchanged
for a targeted follower or fan.
COMMUNITY ACQUISITION CAMPAIGNS
Growing your social community by acquiring followers and fans
On Facebook, the “Promote your page” option in
the basic Ads Manager works on a “cost per like” or
CPA metric. This means you only pay for the fans
that join your community.
Similarly, Twitter offers a “Followers” campaign
option, which allows you to set your cost per
follower bid in the advanced budget options on
Twitter Ads.
While a CPA model is often more successful
because of its built-in call to action and bidding
metric, the majority of platforms drive indirect
acquisitions through a CPC (cost per click) or
CPM bidding model.
LinkedIn has no CPA option and instead drives
follower acquisition indirectly through CPC and
CPM, coupled with a call to action in the ad copy.
Similarly, Youtube runs on a CPV (cost per view)
bidding system. Instagram and Tumblr run on a
CPC and CPM basis respectively, with no option to
directly bid for subscribers or followers.
Running a community
acquisition campaign
All social platforms are centered around the concept
of communities, and as a result all ad managers can
be used either directly or indirectly for the building
and acquiring of a fan or follower base. The type of
community and targeting options available on the
platform are key considerations when embarking on
an acquisition campaign. Platforms with an inbuilt
CPA bidding model are often faster in building a
community at scale, in comparison to those where
you are unable to bid directly for followers or fans.

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Understanding
engagement as a metric
Engagement is an interaction by a community
member with a piece of content, page or profile.
Each social platform is different and offers a number
of ways to interact with content. As a result the
metrics that make up engagement are numerous
and dependent on the platform. These metrics
can be viewed cumulatively under the metric of
engagement or can be viewed in isolation under the
title of each action in their own right.
Engagement as
a deliverable
Social engagement is popularly considered a core
metric of success, especially in comparison to the
acquisition of followers and reach.
Historically, engagement has been seen as the
critical factor that defines return on investment of
social media, and is in and of itself a justification for
the running of social campaigns.
A number of studies are released each year drawing
parallels between social engagement and business
critical outcomes such as customer loyalty,
retention, sales etc. Despite these studies the
causal link between these factors and engagement
is still difficult to prove, and the links are tenuous
at best. Despite all this, engagement is still a useful
indicator of the health of a community.
ENGAGEMENT CAMPAIGNS
Interacting with your community by grabbing your audience’s attention
Types of engagement
Engagement is defined differently from one social
media platform to the next, although similar in
principle across all of them.
Facebook defines engagement as the number of
actions that take place after a user has viewed
an ad. Actions include comments, likes, shares
and post clicks. For example, two post likes and
two comments would be four engagements.
Things that don’t count as an engagement include
reading an update, viewing an image, clicking on a
photo or people joining your community.
Twitter defines engagement as user interaction
with a tweet, card or trend. Engagement is made
up of the number of clicks, retweets, favourites,
follows and replies on either of these.
LinkedIn defines engagement as the amount of
times members clicked, liked, commented on
and shared content in both organic and paid
campaigns, as well as the number of followers
acquired through paid campaigns.
Running an engagement
campaign
Very much like acquisition campaigns, engagement
campaigns have their own ad mechanic that varies
from platform to platform.
On Facebook, the “Boost your posts” option
is geared towards generating post and page
engagement, as is the “Tweet engagements” option
on Twitter.
LinkedIn gives an advertiser the option of either
placing a text ad or sponsoring an update.
Sponsored updates are tailored to driving
engagement with company-specific content and
appear right in the feeds of the targeted audience.
Text Ads appear in the right rail of the screen and
at the top of the page, and are generally not used to
drive engagement, but rather drive targeted leads
across platforms.
Understanding content
best practice
In order to understand how to create content that
builds and facilitates engagement, it is useful to
divide it into three types: native, non-native and
semi-native content.
Native content is the backbone of content
marketing. It blends in. Since it is non-promotional,
it creates a conversation and adds to ongoing
conversations in a targeted community. Native
content is often delivered in a voice that is familiar
to the targeted community and is easily recognised
as an extension of your brand. The content can
be in any form and on any platform, from a text-
based tweet and rich media to a piece of thought
leadership or a white paper.
Non-native posts are specifically created to
promote a product or service. Non-native posts
show a clear intention to sell or at the very least
move potential customers through the sales
funnel. They are informational in nature and are not
geared towards generating engagement, but rather
towards driving a conversion.
The third type of content, namely semi-native
content, is less cut and dry. Its purpose is to fulfil
the purpose of native and non-native content
simultaneously. Examples of such content are free
webinars or irrestistible giveaways. Semi-native
content is giving away useful and valuable content,
while also moving potential customers through the
sales funnel.

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Understanding
conversion as a metric
The MECLABS Institute defines conversions as
“the point at which a recipient of a marketing
message performs a desired action”. In other words,
conversions simply get someone to respond to
your call to action. Most conversions are seen as
the definitive way in which to measure true ROI,
in criticism of what are often referred to as vanity
metrics like reach, engagement and community
growth.
Which metrics make
up conversions
A conversion is in essence the attainment of a goal
or an objective. As a result, what constitutes a
conversion is largely dictated by the objectives put
in place. If the objective is to drive website visits,
a user clicking through to the website will count
as a conversion. This works similarly for sales,
downloads, app usage, completing a survey etc.
What constitutes a metric in the broader sense is as
expansive as it is bespoke, and as a result a closed
list is difficult to put together. However, certain
platforms allow for conversion specific ads in their
ad server.
Facebook allows for conversions through the
following ad mechanics using their basic ad server:
• Send people to your website
A web visit would be a conversion and be billed on a
cost per web visit basis.
• Increase engagement on your website
A specific action on the website would be the
conversion and is billed on a cost per specific action
basis. For example, visiting a second page or clicking
a specific tag would each count as conversions.
CONVERSION CAMPAIGNS
Buy my product | Play my game | Use my app | Visit my website
• Get installs for your app
An application install would be a conversion and is
billed on a cost per app install basis.
• Increase engagement in your app
Application engagement on a Facebook app
would be a conversion and is billed on a cost per
application engagement basis.
• Get people to claim an offer
The claiming of an offer would be a conversion and
is billed on a cost per offer claimed basis.
• Get video views
The viewing of a video would be a conversion and is
billed on a cost per video view basis.
• Raise attendance at an event
Confirmation of attendance on a Facebook event
attendance confirmation basis.
Electing to run an ad through a conversion
ad mechanic on Twitter affects how the ad is
billed. When a cost per conversion mechanic is
selected, the advertiser will only be charged for the
conversion and nothing else. For example, when
choosing website clicks, the advertiser is only billed
for clicks to the website that are acquired through
the campaign. All other actions and engagements,
including impressions, replies and retweets, are free.
Twitter allows for conversions through the following
ad mechanics:
• Website clicks
A website click or a particular action on the website
website click basis.
• App installs or re-engagements
An application install or click would be a conversion,
based on which the advertiser chooses to optimise
for. This is billed on a cost per app install basis.
• Leads on Twitter
A lead would be a conversion and is billed on a
cost per lead generated basis. What constitutes a
lead is dependent on the endpoint or CRM system
integrated into the lead generation card. Twitter has
a number of preferred endpoint suppliers, such as
MailChimp and Salesforce. A full list can be found on
its website.
• Video views
The viewing of a video would be a conversion and is
billed on a cost per video view basis.
Additionally, Twitter has a section for custom
campaigns that create scope for additional
conversions.
Conversion as
a deliverable
Conversions that are delivered in a single
engagement are relatively easy to track and can be
done through the full set of ad mechanics discussed
in the “Which metrics make up conversions” section
of this document on page 16.
Historically what makes measuring and tracking
conversion difficult, is the fact that consumers will
often see a piece of content and interact with it, but
only convert much later down the line. Although
the content is essentially what drove or started
the conversion, there is no proof of a causal link
between the content and the conversion.
Similarly, more often than not, a sale happens offline
in a physical store, making it nearly impossible to
track the effect of an ad on the physical conversion.
In these cases — for conversions that don’t happen
in a single engagement — there are a number of
options that allow for advanced tracking conversion,
such as CRM integration, the use of conversion
pixels and tagging for post view attribution.
Some platforms, including Twitter and Facebook,
offer robust conversion ad tracking, while other
platforms need to be used in conjunction with third
party tools such as DoubleClick.
Post click attribution and
conversion tracking
As outlined previously, conversion tracking enables
you to measure your return on investment by
tracking the actions users take after viewing or
engaging with your ads.
Twitter’s conversion tracking lets you attribute
conversions beyond last link click or view,
to include actions driven by all types of ad
engagements (such as link clicks, retweets or
likes) and impressions. Twitter allows you to do
this by selecting a window of time for crediting
Twitter with conversions that happen after a person
engages or views an ad. Advertisers can select
post-engagement attribution windows or post-view
attribution windows.
Post-engagement attribution refers to conversions
that happen within a specific window of time after
an engagement. The options for post-engagement
attribution windows are one, two, three, five, seven,
14, 30, 60 or 90 days. If advertisers are unsure,
Twitter recommends a default setting of 14 days.
Post-view attribution refers to a Twitter user seeing
your Promoted Tweet and not directly engaging
with it, but later visiting the website and converting.
Users often see, read and view media in Promoted
Tweets without clicking on them, so including
post-view attribution gives an advertiser insight
into conversions received but not actually charged
for. The options for post-view attribution windows
are none, one, two, three, five, seven, 14, 30, 60
or 90 days. If advertisers are unsure, Twitter
recommends a default setting of one day.
Facebook offers both post-engagement and post-
view attribution windows within one day, seven
days and 28 days after a person clicks or views an
ad. The attribution window can be selected in the
Facebook Ads Manager reports.

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Setting up conversion
tracking on Twitter
To start measuring conversions, advertisers need
to add a snippet of Twitter code to a page on
the targeted website. The page ideally needs to
correspond to a specific conversion event, such as a
confirmed payment or a successful newsletter sign-
up. Twitter calls this code snippet a website tag, but
it’s more commonly referred to as a tracking script
or a “pixel” by other ad platforms.
Visit the conversion tracking section of Twitter Ads,
accessible via the Tools menu, to create, name, and
generate the code snippet for one or more website
tags. After you place the website tag on a website,
it will begin measuring conversions from Twitter
users.
Note: Twitter Ads conversion tracking for websites also
allows advertisers to track conversions from users who
viewed a Promoted Tweet on their mobile devices and
later came to your website on a desktop computer.
Setting up conversion
tracking on Facebook
Similar to Twitter, in order to start measuring
conversions on a website, advertisers need to
generate a conversion tracking pixel and place
the pixel on a page from which they can track the
conversion event.
Through the Facebook advertising platform,
advertisers can use a conversion tracking pixel
tool to create a JavaScript code to place on their
website. The code itself places an invisible 1x1 pixel
image on the relevant page, which sends a message
back to Facebook whenever someone visits or takes
a desired action.
If, for example, an advertiser wants to track
checkouts, the conversion tracking pixel would be
placed on the confirmation page that people see
after completing the checkout process. Whenever
that page loads, the conversion tracking pixel
communicates information that identifies the
person who completed the checkout to Facebook,
which in turn compares this information against the
set of people who viewed or clicked on an ad to see
if there is a match and, therefore, a conversion.
Understanding test
& learn campaigns
As agencies and brands become more and more
focused on storytelling and content marketing,
there is a renewed interest in what works and what
doesn’t, and what channels it does or doesn’t work
on. By and large, top level research has been done.
We accept that for the most part, we use LinkedIn
for X, Twitter for Y and Facebook for Z. But we lack
the deeper level of understanding of what appeals
to different target audiences on each of those
channels — of what content works for a particular
interest or age group.
In so far as social media itself allows for insight
into what content works and what content doesn’t,
social advertising accelerates the process and
provides the back-end system to measure and track
the minutiae of how different aspects of a campaign
perform in relation to others.
Test & Learn campaigns are based on the concept
of A/B testing theory.
Understanding
A/B testing
A/B testing is a form of statistical hypothesis
testing with two variants used in the field of
statistics. It is essentially a randomised experiment
with two variants — A and B — which are the
control and treatment in an experiment.
In online settings such as web design, the goal is
to identify which changes to a website increase
or maximise the click through rate (CTR) for a
banner advertisement, the bounce rate or any other
outcome of interest. Formally, the existing website
is considered the null hypothesis.
For example: if you were to run an A/B test of
a website, two versions of the website (version
A and version B) are compared with each other.
TEST & LEARN CAMPAIGNS
Using multivariate testing to derive insight
They are identical except for a single variation that
might affect a user’s behavior. Version A could
be the existing website (control), while version
B is modified in some respect (treatment). An
e-commerce website may, for example, present a
slight change to its purchasing funnel — typically
to reduce drop-off rates. A/B testing multiple
times, and thereby reducing drop-off rates even
marginally, can represent a significant gain in sales.
You can also apply this methodology to other
desired outcomes: to understand which CTA in
your social ad is better, which copy drives highest
engagement, etc.
Test & learn metrics
Test & Learn campaigns’ primary metric is based
on insight, not performance.
Campaigns of this nature answer questions such
as, “How do I know what kind of content I should
be writing for my target audience?”, “What kind
of ad or media format does my audience prefer?”,
“What types of headlines gain the most traction
with different age groups?”, “On which platform
is my target audience more likely to engage with
my content?”, “What tone should I use for my
demographic?”, and “Which channels are most
responsive to my messaging?”.
Most social media campaign planning tools give
a broad idea of audience size and penetration, but
they do little to indicate the engagement of that
audience. So, while LinkedIn may have a good base
of 100,000 cardiologists to target, it may be a poor
choice of platform if only 5% of them are active on
a monthly basis, especially if it’s proven that there is
greater potential engagement from a more active —
albeit smaller — base on Twitter.

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How to build a test
& learn campaign
Test & Learn campaigns have traditionally been run
through each social platforms, native ad servers,
using a combination of Google Analytics and
custom UTM parameters. In this way, clicks to
website can be tested.
UTM parameters
UTM codes are snippets of text added to the end of
a URL to help you track the success of your content
on the web. UTMs can be built using the Google
UTM Builder(1)
.
Running test & learn
campaigns
Most Test & Learn campaigns begin with a
hypothesis and broadly testing of a number of
elements. Based on the results of the initital test,
the campaign starts building on the learnings,
narrowing the testing parameters until a batch of
insights is reached.
Only one variable is tested per campaign set, and
each ad makes changes to that variable but are
otherwise identical. This is to avoid other metrics
influencing the results. The different ads are then
benchmarked against each other.
Test & Learn campaigns are time-consuming and
often require the setting up of hundreds or even
thousands of ad variations, and then sorting through
the reams of data to draw out valuable insights.
For more information on the running of any of the campaigns mentioned in this handbook, please contact
the paid media specialist in your office. Alternatively, you can contact FleishmanHillard Fishburn.
PAID SOCIAL
BY CHANNEL
A LOOK AT PAID SOCIAL ON A CHANNEL BY CHANNEL BASIS

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Which ads are available?
Clicks to Website: Send people to important sections of your website. Available ad formats are image, video
and carousel.
Mobile App Installs: Get people to install a mobile app. Available ad formats are image and video.
Video Views: Tell a story using video. Available ad format is video.
Mass Awareness: Drive mass awareness to a broad audience with guaranteed impressions and placement
in the top ad position of Instagram’s feed. Available ad formats are image, video and carousel. This ad type is
only available through insertion order.
Which targeting options are available?
Custom Audience: Allows the use of email addresses, phone numbers, or Facebook or Instagram user IDs to
create and save audiences you’d like to show ads to.
Location, Age, Gender and Language: Allows the selection of the basic demographics of the audience you
want to reach.
Interests: Choose specific interests that are important to your audience. These are determined by what
people are connected to on Facebook, such as pages and apps.
Behaviours: Select people based on purchase behaviours or intent, device usage and more. These behaviours
are determined by what people are connected to on Facebook, such as pages and apps.
More Categories: Select people based on any Facebook or partner categories you’ve requested access to.
Some data is only available to advertisers in the United States.
Why Instagram?
With a community of more than 400 million registered users, Instagram is one of the world’s largest mobile ad
platforms. Businesses can share their stories with a highly engaged audience in a creative, high-quality environment.
Instagram ads are now available globally for all businesses — big and small. You can create ads for Instagram using
Power Editor and the Facebook Ads API.
Connections: Select your audience based on whether or not they’re connected to any of your pages, apps or
events. Anyone who has a friend connected to what you’re advertising will see their friend included in your ad.
This can increase the likelihood that they’ll find your ad relevant enough to click on or engage with.
Selecting multiple options for Connections will limit your audience to people who fall under all parameters
exclusively. For example, if you want to target both fans and friends of fans, you need to set up two seperate
ad campaigns. Selecting both of these options in the same campaign will cause it to target only people who
are already fans and also have friends who are fans, which would drastically reduce your reach.
Payment methods
You can use various payment methods to settle your Instagram advertising account, including credit cards,
PayPal and insertion orders. You can view all of your currently active credit cards as well as any active
advertising coupons under the Payment Methods tab of your Facebook advertising account.
How you’re billed: Facebook uses a threshold system so that your account is charged less often, meaning that
as the budget for your campaign is spent, you’re only billed when your costs hit certain thresholds.
For the UK, the first threshold is £17, and this rises with each successful charge to £35, £200, £350 and £520.
Countries that use euros have similar thresholds.
If your advertising costs don’t hit the first threshold amount, you’re billed at the end of the month.
What does success look like?
Instagram advertising was recently launched at the beginning of October 2015. The figures below were
published by the 2016 Salesforce Advertising Index and are a guideline for advertsing at present.
CPM
£1.77
CPC
£0.19
CTR
0.91%

2524
Carousel Ads
Carousel ads bring an additional layer of depth to image
ads. People can swipe to see additional images and a call
to action button takes them to a website to learn more.
Image Ads
With image ads, businesses can tell their story through
beautiful imagery. Whether it's inspiring people to see
your br rently or to take action, the
simple and beautiful creative canvas.
Video Ads
V e quality as
photo ads on Instagram — with the power of sight, sound
and motion.
Fleishman Fleishman Fleishman
TAP VIDEO FOR SOUND
Why Facebook?
More than 1.4 billion people use Facebook to connect with what matters to them, and more than 900 million
visit every day. When you run a Facebook Advert, you choose the audience that sees it by location, age,
interests and more, making your adverts more relevant for the people who see them.
Boost your Posts: When you choose to boost your posts, you’ll create an ad from content you’ve already
posted on your business page. This is recommended if your goal is to increase engagement on your post and
get people seeing, liking, commenting on and sharing your page content.
Promote your Page: When you choose to promote your page, your ad will be optimised to reach people in
your target audience who are likely to engage with your page. This is a good option if you want to engage with
your audience or reach new customers.
Send People to your Website: When you choose to send people to your website, you set a custom
destination URL to redirect people to your website’s homepage, online store, contact page or any page you
want people to see. By default, your ad will be optimised to reach people who are likely to click on your ad.
Increase Conversions on your Website: When you choose to increase conversions on your website, you are
required to add a piece of code to your website, on a page you want to track conversions on. For instance,
if you wanted to track how many people saw your ad and then went and purchased the product you were
advertising, the code would be on your website’s purchase confirmation page. By default, your ad will be
optimised to reach people in your target audience who are likely to convert.
Get Installs of your App: When you choose to get installs of your app, you’ll create an ad with a link to the
relevant app store from which people can download and install your app. If you want to measure the number
of app installs, you can integrate your app with the Facebook software development kit (SDK).
Increase Engagement in your App: When you choose to increase engagement in your app, you’ll send people
to areas in your app that you want them to go, such as to an online store or to a feedback form. If you want to
measure the success of your ad, you can integrate your app with the Facebook SDK.
Reach People near your Business: When you choose to reach people near your business, you’ll target people
in and around your local community by setting a radius around your business’ physical location. Running this
type of campaign will help you increase foot traffic to your store and encourage physical purchases. It will also
build awareness of your business within your local community.
Raise Attendance at your Event: When you choose to raise attendance at your event, you’ll create an event
ad that people can add to their calendar on Facebook. People will get reminders about your event, and you’ll
be able to see how many people responded to your invitation.

2726
Get People to claim your Offer: When you choose to get people to claim your offer, you’ll create an ad with
a short-term sale, discount or special deal. You are then able to choose your target audience and limit the
amount of people who are able to claim the offer before it expires.
Get Video Views: When you choose to get video views, you’re able to create ads that include embedded
videos, which can help you tell your brand’s story and build awareness on Facebook.
Custom Audience: Allows the use of email addresses, phone numbers, Facebook user IDs or app user IDs to
create and save audiences you’d like to show your ads to.
Location, Age, Gender and Language: Allows the selection of the basic demographics of the audience you
want to reach.
Interests: Choose specific interests that are important to your audience. These are determined by what
people are connected to on Facebook, such as pages and apps.
Behaviours: Select people based on purchase behaviours or intents, device usage and more. These behaviours
are determined by what people are connected to on Facebook, such as pages and apps.
More Categories: Select people based on any of the Facebook or partner categories you’ve requested access
to. Some data is only available to advertisers in the United States.
Connections: Select your audience based on whether or not they’re connected to any of your pages, apps
or events. Someone who likes any of these things will bring with them a network of connections. These
connections will see their friend’s connection to your brand when seeing your ads. This can increase the
likelihood that they’ll find your ad relevant enough to click on or engage with.
Selecting multiple options for Connections will limit your audience to people who fall under all parameters
exclusively. For example, if you want to target both fans and friends of fans, you need to set up two seperate
ad campaigns. Selecting both of these options in the same campaign will cause it to target only people who
are already fans and also have friends who are fans, which would drastically reduce your reach.
Power Editor
The Power Editor(2)
is a tool designed for advertisers who need to create a large volume of ads all at once
and still require precise control of their campaigns. If you don’t need to create hundreds of ads at scale, we
recommend that you use your Business Manager.
What bidding options are available?
Cost Per Click (CPC) Bidding: When bidding on a CPC basis, you’ll pay for every click your ad receives. Clicks
may include likes, comments and shares. Facebook will optimise your ad in order to find the people most
likely to click on your ad. CPC is used when your objective is audience engagement. With CPC, you have the
option to set a manual bid. Your bid is the maximum amount you’re willing to pay per click. For example, if
you set your bid to £0.69, you’ll never spend more than £0.69 dollar per click. In some cases, you may spend
less than your bid.
To choose CPC or to set a manual bid, choose “Show Advanced Options” in the Budget & Schedule section of
Ads Creation.
CPM Bidding: Think of impressions like views: the first time your ad is served to someone in their news
feed, mobile news feed or as a right column ad, it will count as an impression. CPM is a good choice for your
business if you want to build brand awareness.
If your CPM is set at £0.69, you’ll be charged £0.69 for every 1,000 impressions on your ad.
Payment methods
You can use various payment methods to settle your Facebook advertising account, including credit cards,
PayPal and insertion orders. You can view all of your currently active credit cards as well as any active
advertising coupons under the Payment Methods tab of your advertising account.
How you’re billed: Facebook uses a threshold system so that your account is charged less often, meaning that
as the budget for your campaign is spent, you’re only billed when your costs hit certain thresholds.
£0.29
Q3
£2.84
Q3
0.98%
Q3
CPM CTRCPC
On Facebook, CPM in seven key markets
rose to £2.84 in Q3, up from £1.29 in Q1
and £1.58 in Q2. CPC also rose to £0.29
from £0.16 in both Q1 and Q2. Despite
the overall increase in CPM, CPM actually
decreased in the U.K., falling 10%.
Q3 2015 Gobal* Facebook Trends
*Global includes the following countries: Australia, Canada, France,
Germany, Japan, U.K., and U.S.
Salesforce Advertsing Index Q3 2015, February 2016

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Page Likes
Event Responses
Design Recommendations
- Recommended image size:
1200x444 pixels
- Image ratio: 2.7:1
- Text: 90 characters
- Headline: 25 characters
- Your image may not include
more than 20% text
Clicks to Website
Website Conversion
Local Awareness
1,200x628 pixels
- Link description: 30 characters
more than 20% text
Sponsored
Sponsored
Sponsored
Page Post
Engagement Photo
- Recommended news feed
image size: 1,200 x 900 pixels
- News feed image ratio: 4:3
- Right column image size:
254x133 pixels
- Right column image ratio: 1.9:1
- Text: 90 characters (longer
posts may be truncated on
small screens)
more than 20% text
Sponsored
Page Post
Engagement Text
- Text: 500 characters (longer
posts may be truncated on
small screens)
Sponsored
Sponsored
Desktop App Installs
App Engagement
1200x628 pixels
more than 20% text
Your star rating from the App
Store or Google Play store will
automatically be shown on
your advert.
Sponsored
Offer Claim
1200x628 pixels
- Offer title: 25 characters
more than 20% text
Sponsored
Page Post Engagement Video
Video Views
- Thumbnail image size: Should
match the aspect ratio of your
video. Your thumbnail image
may not include more than 20%
text
- Video: H.264 video compression,
high-profile preferred, square
pixels, fixed frame rate, progressive
scan
- Frames: 30 fps max
- Format: .mp4 container ideally
with leading mov atom, no edit lists
- Recommended aspect ratio:
1.33:1 / 4:3 / SDTV, 1.375:1 /
film, 1.77 / 16.9 / HDTV, 1.85:1 /
Film, 2:39:1 or 2:40:1 /
Wide-screen, no pillar boxing or
letter boxing
- Audio: Stereo AAC audio
compression, 128 kbps+ preferred
- File size: Up to 1.75 GB max
- Bit rate: No limit to bit rate file
if you're using two-pass encoding,
as long as your file doesn't exceed
1 GB. Otherwise, 8 megabits per
second for 1080p and 4 megabits
per second for 720p
- Length: 45 minutes max
Right Column
Website Clicks, Website
Conversion, Page Post
Engagement, App Installs,
App Engagement, Offer
Claims Video Views
- Image: 254x133 pixels
Page Likes Event Responses
- Image: 254x94 pixels
App Installs: Mobile App
1200x628 pixels
more than 20% text
Sponsored
App Installs: Mobile App
On mobile devices with a
screen size of 640x1136 pixels:
- Image: 560 pixels wide
Website Conversions: Carousel
App Install Carousel
This advert format allows potential
customers to scroll through the
products you've showcased. Each
product links to a different section of
your website.
On mobile devices with a screen size
of 640x1136 pixels:
- Image displays as: 460x460 pixels
- Headline: 1–2 lines (depending
on length)
- Link description: 1 line

3130
Why Twitter?
The Twitter self-service ads platform includes over 200 countries and territories, and with over 300 million
users. Unlike other social networks, there are virtually no algorithms restricting content distribution and
users are not limited to interact with those they “friend” or “follow”. This is coupled with an unrestrictive
API (Application Programming Interface) and the platform’s popularity among news media, celebrities and
broadcast television.
Traditionally, Twitter adverts are categorised by ad type, but the ad creation dashboard has since been
recategorised to define adverts by KPI or goal, much the same way Facebook defines its adverts.
There are three core ad types:
Promoted Tweets: Promoted Tweets are ordinary tweets that reach a wider group of users than an
advertiser’s existing follower base. These tweets are clearly labeled as being promoted when they appear
in users’ news feeds, but in every other respect Promoted Tweets act just like regular tweets and can
be retweeted, replied to, liked and more. They are charged on a CPE basis — advertisers only pay for
engagements and not for the impressions they receive as a result of the campaign. Engagements are defined
as clicks, retweets, likes, follows and replies on a Promoted Tweet.
Promoted Accounts: A follower acquisition campaign used by advertisers to promote their Twitter account
with the aim of growing their handle’s following with relevant users. These ads appear not only in the news
feed, but also in “Who to follow” widgets throughout Twitter. These campaigns run on a CPA basis —
advertisers do not pay for any engagement that resulted from the campaign, but rather per follow.
Promoted Trends: Trends are popular topics within a given time period; they are primarily defined by a
common hashtag (but also by topic). In order for something to trend it needs to be in the most popular topics
of the day during a given time period within a given area. Promoted Trends are trends that have been bought
for a 24-hour period. The trend is essentially elevated through spend to be one of the most popular topics of
the day in a particular area.
These paid Promoted Trends appear at the top of the Trending Topics list on Twitter and are clearly marked as
promoted. They will also occasionally show on users’ news feeds.
Promoted Trends are a good way to kickstart a conversation, launch new products, run major campaigns or
drive mass awareness around key dates. This option comes with a special dashboard that gives advertisers
insight into trend performance and other analytics. Promoted Trends can only be set up through a Twitter
account manager.
Twitter Cards
By simply adding a few lines of HTML to their website, advertisers can attach rich media and videos to the
tweets of users that are sending people to their content. Each of these tweets will have a “card” added to their
tweet that is visible to all of their followers.
Website Cards give users a quick overview and an easy way to visit a website.
Lead Generation Cards make it easy for people to express interest in what is offered. Use these cards to
capture user data directly from within Twitter.
Basic App Cards are a good way to drive installs of your apps on iOS and Android mobile devices. Basic
App Cards fetch all relevant information from the stores and show them in the card.
Image App Cards also drive installs of your apps like Basic App Cards, but allows an image to be added.
Video App Cards also drive installs of your apps like Basic App Cards, but allows a video to be added.
Summary Cards can be used for many kinds of web content, from blog posts and news articles to
products and restaurants. They are designed to give users a preview of the content before clicking through
to the website.
Summary Cards with Large Images feature a prominent, full-width image alongside a tweet. They are
designed to catch the eye of users scrolling down their news feed.
Find out more about developer cards.(3)
Ad types as defined by the Ad Manager
Followers: These campaigns are set up for the sole purpose of gaining new Twitter followers. They’re basic —
just text, and no links or multimedia of any kind.
Tweet Engagements: Used to encourage people to click on a link and read your content. This is the easiest
type of campaign to put together. Advertisers can either compose a new tweet on the campaign page or just
choose to promote one they’ve already published.
Website Clicks Conversions: Used to add a call-to-action button to a Promoted Tweet. It’s best to use this
type of campaign to promote a piece of content that has an actionable conversion, such as an ebook that can
be downloaded in exchange for an email address. Advertisers create a Website Card which includes an image,
a headline, a URL and a call to action. Website Cards add a visual touch that prompts users to click through
to your content. In order to track this campaign, a tag needs to be added to the webpage that the conversions
happen on.
Leads on Twitter: Similar to the Conversions campaign, with the difference being that a Lead Generation Card
is added to the tweet instead of a Website Card. The Lead Generation Card is optimised for gathering email
addresses directly from Twitter.

3332
Interests: Connect with Twitter users based on their passions. Scale your reach with over 350 interest
categories. This is a great option when you want to target more broadly.
Followers: Reach people with specific interests or who are similar to followers of specific accounts. This is the
recommended option when you’re looking to target a niche audience.
Tailored Audiences: You can reach users on Twitter who you currently market to via other channels. Tailored
Audiences uses your own CRM list and targets them with a specific message on Twitter.
Keywords: Reach people that search, tweet about or engage with specific keywords. Deliver messages to
users in the right moment based on what they’ve recently tweeted or engaged with in tweets.
Television: Reach people who tweet about or engage with tweets related to specific television programming.
Geography and Language: Connect with a global audience or narrow the reach of your campaign to a specific
country, province/state or zip code. If you have language-specific messaging, you can also reach people who
tweet in that particular language.
Device: Target users based on how they’re accessing Twitter, including their OS version, physical device and
WiFi connectivity.
Gender: Tailor a specific message to men or women to increase relevance.
Where will my ads appear?
When you create your ads in Twitter’s ad manager, Twitter will automatically choose where to place the ad,
depending on what it is. There are three different placements available: Home timeline, and the “Who to
follow” and “Trending Topics” widgets.
Home timeline: Your ads are eligible to appear on a user’s news feed, along with posts from the handles that
user follows. Objectives that support home timeline placement are Tweet Engagement, Follower Campaign,
Lead Generation cards and Website cards.
“Who to follow” widget: Your ads are eligible to appear in the “Who to follow” widget on the right side of the
Home and Notifications tabs, on the right side of the search results page and on the right side of the profile
page. The objective that supports the “Who to follow” widget is a Follower Campaign.
“Trending Topics” widget: Your ads are eligible to appear on the left side of the homepage. Keep in mind
that Trending Topics can only be set up through a Twitter account manager. The objective that supports the
“Trending Topics” widget is Promoted Trends.
Payment methods
Twitter Ads currently accepts credit cards, and offers credits (insertion orders) to selected advertisers who
meet the eligibility criteria. If you have been offered a credit through one of Twitter’s official resellers, the
credit will appear and be displayed on your Billing History page.
How you’re billed: Your credit card will be billed as you accrue charges, depending on the daily and total
budgets you set in the advertising interface. You can be charged as often as once a day or a maximum of
every seven days. If you are running the campaign based on an insertion order, you will only be billed at the
end of the month based on the amount you spent, regardless of the size of your credit.
Prohibited content
Twitter prohibits the promotion of products or services in the following categories:
• Adult or sexual products and services;
• Drugs and drug paraphernalia;
• Endangered species products;
• Hate content, sensitive topics, and violence;
• Illegal products and services;
• Spyware and illegal hacking;
• Tobacco and tobacco accessories;
• Unauthorised ticket sales;
• Weapons and weapon accessories; and
• Trade restrictions
Twitter restricts the promotion of products or services in the following categories:
• Alcohol content
• Financial services
• Gambling content
• Health and pharmaceutical products and services
• Political campaigning
Note: Restrictions can be based on the specific product or service being promoted, as well as the country that the
campaign is targeting.
Ad limitations and guidelines
• Your profile photo, header photo, and background may not use animated images.
• You may not include excessive or unnecessary capitalisation or punctuation to draw attention to your ad.
• Don’t use punctuation, spaces or symbols in your hashtags; these cause a break in the hashtag.
• Your Twitter Ads copy should be legible and clear. Use correct grammar and spelling.
• Don’t use content or language that could offend or shock your audience (e.g. profanity).
• Don’t use images that are gimmicky, misleading or which are otherwise of low editorial quality.

3534
Bidding options available
When setting up a Promoted Tweets campaign, you’ll be given several bidding options, depending on your
objective. For most objectives, you can choose automatic bidding or maximum bidding.
Automatic: Your bid will be optimised to get the best results at the lowest price (within your budget). You will
pay the optimised price for each engagement delivered.
Maximum: You indicate the maximum you are willing to pay for an engagement. You won’t pay more than
your maximum bid, and you may pay less.
Target bidding: You indicate your target cost per link click or lead. Your bids are automatically optimised
to achieve this average cost on a daily basis, typically within 20% of your target. You will pay the actual
average cost for all link clicks or leads.
Note: This feature is available for “Website Clicks Conversions” or “Leads on Twitter” campaigns.
Changing your target bid or bid type
If you change your target bid throughout the day, Twitter will optimise towards the highest target bid that
you entered for that day. The following day, it will begin optimising for the target bid that was set at the end
of the previous day. When making a change or update to a bid by, for example, changing from “maximum”
to “target” bidding or adjusting the target bid number, it will take up to two days for the change to reflect in
campaign performance.
Globally in Q3, Promoted Tweets had a CPM of £8.44 and Promoted Accounts had a CPM of £3.13. In
Q3, these ads have produced a cost per engagement of £0.24 and £0.37 respectively. Over the past three
quarters, the CPA for a Promoted Account has grown rapidly, up 173%, while the CPA for Promoted Tweets
only increased by 10%. The CPA for Promoted Accounts has fewer engagement possibilities, with just an
account follow metric.
£2.22
Q2
£2.82
Q1
£3.13
Q3
£0.13
Q1
£0.15
Q2
£0.37
Q3
0.85%
Q3
1.50%
Q2
2.08%
Q1
CPM
Cost Per
Engagement
Conversion
Rate
£9.08
Q2
£8.93
Q1
£8.44
Q3
£0.22
Q1
£0.24
Q2
£0.24
Q3
3.59%
Q3
3.90%
Q2
4.20%
Q1
Promoted TweetsPromoted Accounts
Promoted Trends
- Promoted Trends are positioned at the top of the
Trends list for a 24-hour window and are clearly
marked with a promoted icon
- Promoted Trends are made up of a 140 character
tweets and only bought through a Twitter
account manager
- Costs around £140,000 a day
Promoted accounts are used for
follower acquisition.
Promoted accounts appear on:
- Home timeline
- “Who to follow” widget on the right
side of the Home and Notiﬁcations
tabs, people search results page and
the right side of the proﬁle page
Best practice:
- Do: Include “follow us” in your Tweet
- Do: Let the user know why they
should follow you
- Don’t: Add extra links or photos that
will distract from the follow button
Promoted
Trends
Who to follow
#PromotedTrend
#Trend
#Trend
#Trend
#Trend
#Trend
Name @Handle
Name @Handle
Name @Handle
Promoted
Follow
Follow
Follow
Promoted by
Name @Handle
Promoted by
Name @LeadGen
Promoted by
Name @AppCard
Promoted by
Promoted by
Promoted by
Name @Handle
Name @Handle
Name @Handle
Name @Handle
Name @Handle
Promoted Accounts
Promoted by
Name @Handle
Follow
Name @Handle
Promoted Tweet
Website Card
Enables you to feature your website content within
a tweet and allows the user to click through to your
website directly from the card.
Details needed:
- Headline - 70 characters
- A URL
- An image 800x320px
- Call to action - selected from a list of options
Lead Generation Card
Generate inbound interest from users by allowing
them to easily share their information with you
from within a tweet. Lead Generation Cards
automatically capture the user’s name, username,
and email address and lets them send this to
you with one click.
Details needed:
- Short description - 70 characters
- An image 800x200px
- Call to action - 20 characters
- Card detail URL
- Privacy policy URL
- Lead submission URL
- Destination submission URL (optional)
App Cards (Basic, Image Video)
A great way to drive installs for your apps on iOS
and Android mobile devices. Basic App Cards use
your information from the iOS App Store and
Google Play to show in the card.
Details needed:
- An app on iOS or Android
- Primary app store territory
- Call to action - selected from a list of options
- iPhone/iPad/Google Play App ID
- iPhone/iPad/Google Play deep link
- Optional custom icon 144x144px
- Optional custom app description - 100 characters
- Image for image app 800x320px
- Video from your video library on Twitter
Recorded on iPhone or Andriod OS 4.1
higher. Imported from an iPhone or iPad or
uploaded to twitter.com
Other Card Types:
- Summary Card
- Summary Card with Large Image
- Player Card
Tweet engagement campaigns allow
you to extend the reach of your content
to a relevant audience on Twitter.
You can promote tweets that are
published organically or choose to
create tweets that are only promoted
to the audiences you target.
Promoted Tweets appear in:
- Home timeline
- Tweet search
Best practice:
- 40 characters remaining (images
count as 23 characters)
- Images best formatted
to 1024x512pixel
Promoted by
Name @WebCard
Twitter Cards
Twitter Cards
Promoted Tweets
Promoted Accounts
#PromotedTrend
Promoted
#Trend
Just started trending
#Trend
2,400 Tweets about this trend
#Trend
#Trend
1,800 Tweets about this trend
#Trend
#Trend
500 Tweets about this trend
#Trend
Promoted Tweets

3736
Why LinkedIn?
Connect with the world’s largest audience of active, influential professionals. Raise brand awareness, build
relationships and drive quality leads with Sponsored Updates. Extend your reach to the LinkedIn feed across
web, mobile and tablet.
Display Text Ads: These ads appear in a number of places, such as a user’s inbox, and on the side and
bottom of the homepage. Self-service display ads give you the ability to include an image or video, as well as
ad copy.
Sponsored Content: Where other ads show up on the sides or at the tops of pages, Sponsored Content
appears right in the user’s news stream, which will typically lead to more engagement.
Direct Sponsored Content: Direct Sponsored Content gives marketers the ability to share content to the
LinkedIn homepage newsfeed without first publishing the content on a Company Page or Showcase Page.
When members see Direct Sponsored Content in their newsfeed, it looks the same as a Sponsored Update
from a company.
Premium Display Advertising Types: These display ads feature the same targeting features as Sponsored
Content. However, they differ in both the placement and size of the ads that you’re able to serve your
audience.
Sponsored InMail: Sponsored InMail gives advertisers the ability to send a form of email message to any of
the over 300 million LinkedIn users. The InMail feature also uses LinkedIn’s robust segmenting features to
choose a highly targeted group of users to send your message to. LinkedIn has imposed a limit on the number
of sponsored InMails that a user can receive in a certain time period. Each user is only able to receive one
InMail every 60 days.
Follow Company Ads: These are ads that appear on a user’s page in order to encourage them to follow a
company. There are two main reasons that you’d want to create these types of ads. You can create them to
increase a brand’s credibility or you could do it because once someone is following a company, you can use a
Company Update to promote content to them for free.
Recommendation Ads: These ads appear in a number of different locations and can help advertisers
showcase a specific product. The ad shows the company name, the product, the amount of people who have
recommended the product, and buttons for users to recommend or share the product.
Join-Group Ads: If you’re looking to increase the amount of users participating in a group, this is the way to
do it. These ads will show the name of the group, a brief description of the topics that will be discussed, and a
clear call to action button asking users to join.
LinkedIn allows for multiple targeting parameters that can be used together to more effectively hyper target
niche audience groups.
Note: A maximum of 100 selections are permitted per targeting option.
Location: LinkedIn allows you to include or exclude countries, provinces, states, cities or towns that you wish
to target or exclude.
Company Name: Advertisers are able to target or exclude a specific company or a number of companies on
LinkedIn from their targeting parameters. Using company name as a targeting parameter will limit you from
using industry or company size targeting.
Company Industry: Advertisers are able to target or exclude a specific industry from a closed list of options,
e.g. Agriculture or IT.
Company Size: Advertisers are able to include or exclude companies of various sizes in pre-defined size
bands, e.g. 1-10 or 11 - 50.
Job Title: Advertisers can select one or more job titles to target. e.g. Financial Manager or Digital Strategist.
Using job title as a targeting parameter will limit you from using job function.
Job Function: Advertisers can target users in specific job functions from a closed list, e.g. Marketing,
Operations or Accounting.
Job Seniority: Advertisers can target users at different levels of seniority from a closed list of options, e.g.
CEO or Manager.
Member Schools: The schools or universities users have listed.
Fields of Study: The fields of study users have listed.
Degrees: The degrees users have listed.
Member Skills: The skills users have listed.
Member Groups: The LinkedIn groups members are a part of.
Member Gender: The gender users have listed.
Member Age: The age users have listed.
What is Audience Expansion?
This free feature broadens the reach of a campaign by showing it to audiences with similar attributes to
the targeted audience. Enabling this feature helps scale the campaign’s reach and discover new audiences.
It will automatically expand the audience to include members with similar characteristics, such as groups,
companies or skills. Metrics for impressions and clicks includes both the target audience and expanded
audience activity. The audience count won’t include members from Audience Expansion.

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Where will my ads appear?
Text Ads: Text Ads appear under “Ads you may be interested in” and as text link advertisements found at the
top of the homepage. They only appear on desktops and not on mobile or tablet devices.
Sponsored Content: Sponsored Content appears in the homepage feed of members in the target audience,
and may apear on the right rail of the home page. They are served on desktop, and most mobile and tablet
devices.
Payment methods
LinkedIn accepts credit cards and SEPA direct debit for certain countries using euros. In addition to credit
cards, you can pay with debit and pre-paid cards issued by any of the major card networks. LinkedIn does not
accept PayPal as a payment method for any of their advertising products.
Globally, one in three business professionals are
on LinkedIn. A large benefit of advertising on
LinkedIn is the accuracy of the profile information
about people’s professional lives. Advertisers can
target business executives on the platform with a
precision that was not previously possible.
Four out of five LinkedIn members impact business
decisions within their organisations, and LinkedIn
members have twice the buying power of the
average web audience. This desirable audience
drove a CPC that started at £3.04 in Q1 and rose
36% to £4.14 in Q3.
£11.61
Q2
£12.39
Q1
£19.36
Q3
0.41%
Q1
0.36%
Q2
0.38%
Q3
£4.14
Q3
£3.32
Q2
£3.04
Q1
CPM
CTR
CPC
Sponsored
Ads you may be intrested in
Sponsored text goes here
Sponsored
Mobile Sponsored Update
- TEXT: The amount of text in a Sponsored Update is limited based on the
device it is viewed on. Desktop ads can have up to 300 characters before
being truncated, 160 on a tablet, and 35 on a mobile device
- IMAGE: Images can be embedded in the following types: .jpg, .gif, and
.png. The max size is 350x265 pixels
- VIDEO: Videos cannot be embedded; however, linking from other sites
allows LinkedIn users to easily ﬁnd videos. YouTube videos are able
to play on the site in the YouTube video player, with a size of 700x700
pixels
- LINK: You can sponsor an update that has a link to an external piece of
content. This is great if you are looking to drive people to an external
landing page for lead generation or an exclusive offer. The link can
be up to 230 characters, with a preview image of 180x110 pixels
- DOCUMENTS/PRESENTATIONS: A variety of different document
types can be used in a Sponsored Update, including PDFs, Microsoft
Office documents, and many others. The document or presentation
must be under 100MB
- DIRECT SPONSORED CONTENT: Appears in the homepage feed of
members in your target audience, but doesn’t appear on Company or
Showcase Pages
Sponsored Update
- TEXT: The amount of text in a
Sponsored Update is limited
based on the device it is viewed
on. Desktop ads can have up
to 300 characters before
being truncated, 160 on a
tablet, and 35 on a mobile device
- IMAGE: Images can be
embedded in the following
types: .jpg, .gif, and .png. The
max size is 350x265 pixels
- VIDEO: Videos cannot be
embedded; however, linking
from other sites allows LinkedIn
users to easily ﬁnd videos.
YouTube videos are able to play
on the site in the YouTube video
player, with a size of 700x700
pixels
- LINK: You can sponsor an update
that has a link to an external piece
of content. This is great if you are
looking to drive people to an
external landing page for lead
generation or an exclusive offer.
The link can be up to 230
characters, with a preview
image of 180x110 pixels
- DOCUMENTS/PRESENTATIONS:
A variety of different document
types can be used in a Sponsored
Update, including PDFs, Microsoft
Office documents, and many others.
The document or presentation
must be under 100MB
- DIRECT SPONSORED CONTENT:
Appears in the homepage feed
of members in your target
audience, but doesn’t appear on
Company or Showcase Pages
Sponsored Ad
- Headline: Up to 25 characters
of text
- Description: Up to 75 characters
of text
- From: Your name or any
company
- Image: 50x50 pixel image
- URL: Website people visit once
they click on your ad
LinkedIn Text Ads appear:
- Only on desktops and not on
mobile or tablet devices
- Under “Ads you may be
interested in”
- As text link advertisements
found at the top of the
homepage

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Display Ads: Appear to the right of the feature video and above the video suggestions list. For larger players,
this ad may appear below the player.
Overlay Ads: Semi-transparent overlay ads that appear on the lower 20% portion of a video.
Skippable Video Ads: These ads allow viewers to skip after five seconds, if they choose. Inserted before,
during or after the main video.
Non-Skippable Video Ads: Must be watched before your video can be viewed, and may be 15 to 20 seconds
long. These ads can appear before, during or after the main video.
Demographic Groups: Choose the age, gender and parental status of the audience you want to reach.
Interests: Pick from available categories to reach people interested in these topics, even when they may be
visiting pages about other topics.
Affinity Audiences: Raise brand awareness and drive consideration with TrueView video ads by reaching
people who already have a strong interest in relevant topics.
Custom Affinity Audiences: Create audiences that are more tailored to a brand, compared with the standard
broad, TV-like affinity audiences. For example, rather than reaching sports fans, a running shoe company may
want to reach avid marathon runners instead. Using Custom Affinity Audiences, the shoe company can define
this audience by:
• Using free form interests entered as keywords;
and/or
• Using URLs as a proxy for interest bundles.
and/or Entering URLs establishes a theme that embodies the ideal customer. For example, YouTube can
determine that marathonrookie.com is about marathon running, training schedules, marathon nutrition and
other marathon topics, and therefore will reach people who tend to browse content about those themes,
whether or not they visit the specific marathonrookie.com site.
Why YouTube?
Every month, more than 1 billion people watch more than 6 billion hours of YouTube video. In addition, more
than half of YouTube video views come from mobile devices. This represents a lot of potential customers,
both at home and on the go. Advertisers can decide where and when a video ad shows, and which potential
customers see it.
In-Market Audiences: Select from these audiences to find customers who are researching products and
actively considering buying a service or product like those that are being offered in the ad.
Video Remarketing: Reach viewers based on their past interactions with your videos, TrueView ads or
YouTube channel. Custom lists are created automatically if you’ve linked your YouTube account with your
AdWords account.
Placements: Target unique channels, websites or placements within them. For example, you can target
an entire high traffic blog or the homepage of a popular news site. Placements include YouTube Partner
Channels, YouTube videos and the Display Network, which includes YouTube.com as a publisher site.
Topics: Target video ads to specific topics on YouTube and the Display Network. Topic targeting lets you reach
a broad range of videos, channels and websites related to the topics you select. For example, if you target to
the “Automotive” topic, then your ad will show on YouTube to people watching videos about cars.
Keywords: Depending on the video ad format, you can show video ads based on words or phrases related to a
YouTube video or channel, or type of website that your audience is interested in.
Payment methods
Depending on your country and currency, the available payment methods can vary. For a precise list of what’s
available for your country and currency, including which types of credit cards are accepted, visit the Payment
Options Tool(4)
.
Bank account: If you choose the automatic payment setting, YouTube will automatically charge your bank
account after you’ve accrued advertising costs. You’ll be billed 30 days after your last automatic payment, or
when your costs reach a certain amount (known as your billing threshold), whichever comes first.
Credit cards and debit cards: In addition to certain types of credit cards, YouTube also accepts debit cards
with the Visa or MasterCard logo. You can use a credit or debit card if you’re on automatic payments (you’re
automatically charged after your ads run) or manual payments (you put funds into your account before your
ads run).
Funds transfer: This payment method is exactly what it sounds like; you add money to your AdWords
account by transferring money to Google.
Backup credit cards: If you’re on automatic payments and your primary payment method doesn’t work for
some reason, a backup credit card makes sure your ads keep running.
When it comes to a channel such as YouTube, giving exact numbers proves to be difficult since they fluctuate
so often. We are, however, able to narrow success down to a CPM ranging between £2.53 and £6.31, and a
CPV ranging between £0.03 and £0.10.
CPM
£2.53
- £6.31
View Rate
8%
- 20%
CPV
£0.03
- £0.10

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Overlay Ads
- Semi-transparent overlay ads that appear on the lower 20% portion
of your video
- Overlay Ads need to be 480x70 (Flash) in size
The video that the user is watching plays continuously while the
overlay ad displays at the bottom of the screen
The list below explains the types of overlay ads that YouTube supports.
By default, YouTube shows overlay ads for a video. Thus, you would
need to use an ad policy to explicitly disallow the use of such ads.
In-Video Ads have the following components:
- A transparent Flash overlay can occupy the bottom 20% of the
video player
- A 300 pixels by 250 pixels companion ad can display to the right of
the video player
- If you enable a video to show InVideo Ads, then the video could show
either the Flash overlay or the companion ad or both. If a Flash
overlay and a companion ad both display, then both ads will be from
the same campaign
When a user clicks on either an InVideo overlay or companion ad, one
of the following actions will occur:
- Another YouTube video will open and play inside the player. For
some advertising campaigns, the other YouTube video will play
automatically as a post-roll ad after the main video has ended
- A new browser window will open the advertiser's website
- AdSense ads can be overlay ads, 300 pixels by 250 pixels Flash or
image display ads, or text ads displayed in a 300 pixels by 250 pixels
area
- Appears to the right of the feature video and above the video
suggestions list. For larger players, this ad may appear below the
player
- Display Ads need to be 300x250 pixels and 300x60 pixels in size
- Skippable video ads allow viewers to skip ads after 5 seconds,
if they choose
- Desktop, mobile devices, TV, and game consoles
- In-stream ads can play either before a video (pre-roll), during a video
at designated times (mid-roll), or at the end of a video (post-roll)
Display Ads
Skipable Video Ads
Non-Skipable Video Ads
- Non-skippable video ads must be watched before your video can be
viewed. Long non-skippable video ads may be up to 30 seconds long
These ads can appear before, during, or after the main video
- Desktop and mobile devices
- 15 or 20 seconds in length, depending on regional standards
- Long, non-skippable ads can be up to 30 seconds in length
A companion 300x60-pixel ad unit may be displayed alongside
YouTube videos that show in-stream ads on desktop.
In-stream ads are sold on a CPM basis, and may generate higher CPMs
than other ad formats on YouTube. While non-skippable in-stream
ads may generate higher revenue than other ad formats,
they also have a higher abandonment rate. Enabling this ad format
across your videos can lead to lower video views and watch time.
It's up to you to determine the best balance between views/watch time
and revenue for your channel, and you can use the Ad Performance and
Views reports in YouTube Analytics to help you make that decision.
Suggested Videos
TrueView In-Stream
A skippable video ad plays as a pre-roll. Users can only
skip after 5 seconds, and you pay only when they choose
to watch at least 30 seconds of your ad, or when they
watch the entire video (whichever is shorter).
Mobile Roadblock
Get 100% share of display ad impressions on the search,
browse and home pages of m.youtube.com for a full day. Access
a highly responsive mobile audience as they engage with their
favourite YouTube content.
TrueView In-Search
Ads appear on the search page as a search result. Pay
only when users click on your ad and begin watching
your video.
TrueView In-Display
Ads appear next to videos on the watch page and across
the Google Display Network. Pay only when users click
on your ad and begin watching your video.

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Sponsored Posts: Gives your posts a head start on engagement. Sponsored Posts are just like regular Tumblr
posts, but more visible. They’re also targetable by gender, location and interest, and can be syndicated to
Yahoo for added reach.
Sponsored Video Posts: Native video for web and mobile in the same Sponsored Post format, with additional
analytics on views, looping and engagement. Videos play automatically and loop continuously, and the video
player pops out so people can keep watching while they scroll.
Sponsored Day: Own a day with a cross-platform promotion by pinning your logo and tagline to the top of
the Dashboard for 24 hours, which links to an exclusive tab in the Explore page — one of the most trafficked
and engaging pages on Tumblr. The tab is filled with content you’ve selected, whether you use your own
posts, reblog posts you like or do a mix of both.
Tumblr ads come with a full set of analytics and dashboard so you can measure the impact of your
campaigns. The data provided will help you understand the money value of paid and earned engagement,
track the effective CPE of each campaign and see the individual performance of each post.
Typically, the minimum spend on Tumblr is £20k. Ads on Tumblr are not self-served so you will need to
contact one of their customer representatives to set up a campaign. KPIs are measured based on engagement
(likes, reblogs, follows and clicks) or impressions for specific ad units.
Why Tumblr?
Tumblr is a good place for creators to find an audience for their content. There are over 200 million blogs
publishing 80 million posts per day. Seventy percent of Tumblr users say the Dashboard is their favourite place
to spend time online. Tumblr is ranked number one in social sentiment towards brands, and they are welcome
as creators themselves, as long as they offer content users want to see.
RADAR
Sponsored Day
Tumblr Sponsored Day is
served in the Dashboard to web
and mobile users.
Dashboard banner specs
File Type: JPG, PNG,
File Size: JPG/PNG - 2MB
Dimensions: 1080x432 pixels
Explore banner
File Type: JPG, PNG, GIF or Video
File Size: GIF - 1.75MB,
JPG/PNG - 10MB, Video - 100MB
Dimensions:
Static/GIFs: 2600x1463 pixels,
16:9 aspect ratio
Video: 720p, 16:9 aspect ratio
Restrictions: Video is autoplay.
Branded call-to-action specs
File Type: Text
Max Length: 25 characters
Recommended posts
Minimum: 5 posts
Maximum: 50 posts
Recommended search:
Maximum: 6 terms
Recommended blogs:
Maximum: 6 blogs
Sponsored Posts
Tumblr Sponsored Posts are
servedin the Dashboard stream
to web and mobile users.
Static image specs
File type: JPG or PNG
Max size: 10 MB
Dimensions: 1280x1920 pixels max,
540x750 pixels recommended
Animated GIF specs
Max size: 1.75 MB
Dimensions: 540x750 pixels max
Frames: 80
Audio specs
File type: MP3 or embed
Max size: 10 MB
Third party video specs
File type: Embed code from:
YouTube, Vimeo, Vines
Sponsored Video
Tumblr Sponsored Video Posts
are served in the Dashboard
stream to web and mobile users.
Native video player specs
File type: Almost any format
other than WMV. MP4 is
most common
Max size: 100 MB
Max Length: 5 minute daily
upload max
Min Length: 5 seconds
Sponsored Blog
Sponsored Blogs are served
within the Discovery tab within
the iPhone and Android apps
and within the Recommended
Blogs on Web.
Creative specs for mobile
Blog title: To add, go to settings
and click “Edit Appearance”.
50 chars max
Blog description: 75 chars max
(incl. spaces)
Post thumbnails: 175x175 pixels
Avatar: Square, 512x512 pixels max
Radar
Tumblr Radar is served adjacent
to the dashboard on web only.
Static image specs
File type: JPG or PNG
Max size: 10 MB
Animated GIF specs
Max size: 1.75 MB
Frames: 80
Note: Only the ﬁrst image in a
photo set will be displayed.

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Why Outbrain?
Outbrain provides its recommendation engine for free. External sites that employ the traffic acquisition
service pay on a daily pay-per-click (PPC) or CPC basis, with links to third-party content appearing as
recommendations alongside editorial content from the web’s biggest publishers. Brands and publishers are
able to engage their audience on-site by surfacing their own editorial content that they have published in the
past, displayed as “You May Also Like...” or “We Recommend”. The Outbrain “From Around the Web” tool also
provides a way for publishers to buy and sell traffic by providing third-party links to relevant content.
What ads are available?
Native Ads: With Outbrain Amplify, links to content appear as recommendations on the web’s largest
content publishers, including CNN, People and ESPN. The more interesting your content and the more traffic
you drive, the more it will be recommended around the web.
What targeting options are available?
Contextual: Target users based on content being viewed.
Personalised: Target users based on content viewing history.
Behavioural: Target users based on collaborative filtering.
Geography: Target users based on geographic location.
Device: Target people on desktop or mobile devices.
Publisher: Target people on specific publisher groups.
Demographic: Optimise campaign based on demographic profile.
Interest: Target users based on their interests.
Payment methods
Outbrain currently accepts MasterCard, Visa, Discover and American Express credit cards from the following
countries: United States, United Kingdom, France, Germany, Spain, Italy, Canada, Singapore, Australia,
Israel, Austria, India and Philippines. If you do not have a credit card from one of these countries but are still
interested in using Outbrain, you can email support@outbrain.com to see if you qualify for an IO.
Outbrain is a relatively “cheap” advertising method
when compared to display and CPC ads, and has good
potential reach. You can get visits to your website
using content you own for a low ad price. However,
this comes at the expense of engagement rate, which
usually tracks quite low.
Whether or not Outbrain is suited to an advertising
campaign is largely dependent on the type of advertiser
and should be assessed on a case by case basis.
2.32£0.30
0.13% 0.36%
80%£0.26
CPM Page views
CTR New Visitors
CPC Bounce Rate

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Recommended By
Recommended By
News Channels (CNN, ESPN, People, Guardian, etc)
There are no native ads available on Vine itself yet, and brands are currently using the platform to create ads
for Twitter.
Why Vine?
Vine makes video fun. You can watch, create, and share short looping videos – anytime, anywhere. Through
these videos called Vines, people have an entirely new medium to express themselves and their creativity. Vine
empowers anyone to share stories with the world and is a space where people can connect, entertain and be
entertained.

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Why Snapchat?
Snapchat is unique in that all photos and videos only last a brief amount of time before they disappear forever,
making the app ephemeral in nature, although users can take a screenshot to save snaps. As of May 2015,
the app’s users were sending 8,796 videos/photos per second.
Snapchat does not offer as wide a range of advertising options yet as other more established networks, and
their targeting options focus on the privacy of users. Depending on an advertiser’s campaign goals, ads on
Snapchat can be targeted by live story programme, Discover Channel, location, and/or gender. For example,
you could target the Cosmopolitan Discover Channel or the Father’s Day Live Story, depending on which type
of user you are trying to reach.
Discover (Channel)
A highly costly way to implement an ongoing content stream within Snapchat, appearing at the top of the
‘stories’ section. Currently inhabited by Daily Mail, Mashable, Vice and other news outlets, adding a channel
requires an ongoing commitment to high-volumes of content production. This type of ad is only recommended
for big-budget clients with a strong need to build preference with Snapchat audiences.
Discover (Content)
Most channels offer some element of partnership content production, usually with a guaranteed number of
views. The Daily Mail, Vice and Buzzfeed all offer these options, usually starting at around £20,000.
Live
Dependent on users’ locations, different ‘live’ streams appear — these offer curated collections of snaps all
centred on specific topics (cities, events, movies etc.) and can include sponsored content, but it will need to be
relevant and ‘native’ (I.e. Produced for Snapchat) in nature.
Geofilters
Creation of a Geofilter is a surprisingly simple and cost-effective process. Based on a user’s location data,
unique filters can be added to the selection available to them when taking photos. The area with which
these can be confined is relatively small (for example, an individual building or park) or larger, making them a
worthwhile consideration for any ‘on the ground’ activations brands are creating.
Premium - Snapchat Discover
Premium: These ads are shown in the Discover portion of the Snapchat application and differ among all the various media partners.
Curated: This is 3V Advertising, whereby Snapchat slides vertical videos into the Live Stories they produce on a daily basis. Think TV advertising on a mobile scale.
Local: Geofilters are overlay images that complement the messaging portion of the app whereby users in specific geographical areas have access to different custom filters.
These ads are shown in the Discover portion of the Snapchat application and differ
among all the various media partners.
Discover is a fun new way to explore Stories from different editorial perspectives.
It is composed of up to 15 unique channels, one for each publisher. These daily
editions include 5-10 hand-curated stories that refresh every 24 hours.
Discover is Snapchat’s content discovery section where users can find curated
news, articles, and video from media outlets like CNN, MTV, and Cosmopolitan.
The ads within Discover run for 10 seconds and are sandwiched between bits of
publisher content as users swipe within the section.
Discover content is displayed there is sharing option to encourage user interaction.
The list of Discover channels now appears in the redesigned S
tories section of the app.
Unlike ads on other social platforms, they don’t link back to Snapchat brand
accounts, and they don’t invite interactions, engagements, likes, or shares
Discover Ads are said to cost 0.2c per view down from £70 CPM but have a
reported minimum daily spend of £380,00 - £520,000 per day. However Snapchat
allows publishers in the discover network to sell native ads at their own rate e.g.
The Daily Mail charges £6940 and guarantees 40,000 views, whilst Huffington
Post charges £20,819 for an article and 3 million impressions.
Stories
DISCOVER
My Story
LIVE
RECENT UPDATES
Snapchat slides vertical videos into the Live Stories they produce on a daily basis.
Think TV advertising on a mobile scale, but completely formated for mobile and
vertically orientated - this does mean that the adverts have to be recut for vertical
which can ad tremendously to the post procution cost.
Ads have to relate to the content and be almost native in nature.
Curated - 3V Advertising
Discover
100%
Vertical Video
100%
Vertical Video
Geofilters are special overlays for Snaps that can only be accessed in certain
locations.Artists and designers are encouraged to use this tool to bring their
one-of-a-kind style to the Snapchat community. Simply choose the geographic
area you want your filter to be available in and upload an image asset.
All images must be original artwork and have to be approved by the Snapchat
team.
Sponsored Geofilters are only rolling out with a fewe brand partners at the
moment butwill launch more broadly.
Geofilters need to be submitted as web-optimised transparent PNG’s
1080x1920 pixels with a 149 pixels buffer on the top and bottom of the screen.
Local - Sponsored Geofilters
1080px
1920px
149px
149px
Snapchat Ad Categories

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Why Pinterest?
Pinterest drives more web traffic than any other social network and is a major source of product discovery for
consumers. Businesses are moving their marketing efforts to capitalise on it: 25% of Fortune Global 100
companies have Pinterest accounts.
Promoted Pins: Promoted pins are able to:
Raise awareness for your brand: When you reserve premium inventory on Pinterest, you get access to top
placements, desired audience targets, more creative ad units and the greatest reach. Users save Promoted
Pins to their own boards, so you’ll also get impressions long after a campaign is over — you’ll see an
average 5% bump in earned impressions 30 days after the end of a campaign.
Capture intent and boost engagement with your pins: Create an engagement campaign to reach people
while they’re figuring out what to do next. You pay for each engagement (a close-up, repin or click).
Drive traffic to your website: Create a traffic campaign to reach people while they’re looking for relevant
pins that help them take action. You only pay for clicks to your website.
Location: Your Promoted Pin is served to people in the United States as a default and you can target it to
people within select metro areas. You are currently not able to show Promoted Pins to people outside of
the US.
Language: Target a certain language, based on the pinner’s account settings.
Device: Choose if you want to limit your Promoted Pin to certain devices.
Gender: You can select male, female or unspecified.
As you narrow or increase your audience, you are given an estimate of how many impressions are available
on a weekly basis in the impression metre in the top right corner. You’ll be able to see a summary of your
selected targets on the right.
Pin Sizes: 236 Pixels Wide
Image Guidelines:
- Pins on the main page appear
as 236 pixels wide (height is scaled)
- Pins on a board appear as 236
pixels wide
- Expanded pins have a minimum
width of 600 pixels
Search

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SOURCES
Sources:
Advertising information sourced directly from Facebook, Twitter, Google, Outbrain, LinkedIn, Pinterest,
Snapchat, Tumblr and Wikipedia
A Guide To Social Paid Media: FleishmanHillard Johannesburg, 2016
Salesforce Advertsing Index Q3 2015: February 2016
Appendix:
(1) Google UTM Builder: https://support.google.com/analytics/answer/1033867?hl=enref_topic=172714
(2) https://www.facebook.com/business/help/162528860609436
(3) https://dev.twitter.com/cards/overview
(4) https://support.google.com/youtube/answer/2375433?hl=en-GB
Enquiries:
The information in this guide is correct as of June 2016. Social moves fast, please reach out to us for any
queries on social media advertising at lon.digital.social@fhflondon.co.uk

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GLOSSARY
Audience Metrics:
Each social channel has its own terminology:
Facebook – fans or likes; Twitter – followers; YouTube
– subscribers; Pinterest – followers.
Audience Growth: The rate at which a brand adds (or
loses) audience members.
Engagement as a percentage of audience: Adding up
total engagement actions across all social networks
and then dividing that by total audience.
Engagement per fan/follower: Adding up total
engagement actions for one network and dividing by
the number of fans (or followers) for that particular
network.
Competitive Analysis:
Competitive analysis and benchmarking allows
brands to monitor and measure the effectiveness
of their campaigns against the competition. This
type of analysis provides valuable insights and gives
context to how a brand’s metrics relate to others in
their specific market or the greater social community.
Related metrics include:
Share of Engagement: How does a brand’s
engagement metrics compare to their competition?
Share of Audience: How does a brand’s audience
compare to their competition?
Share of Voice: How big a brand’s slice of the
conversation is compared to their competition.
Content Performance:
Tracking and analysing the success (or failure) of a
piece of content. Understanding what causes certain
type of content to succeed and others to fail gives
brands better insight into where they should devote
time and resources to reach their goals. Related
metrics include:
Day Parting: Measuring the effectiveness of an
outbound message at different times of the day to
understand what the optimum posting time and
frequency is.
Interactions: The way in which a brand responds to
and builds relationships with their social audience.
Post Mix: The make-up of your outbound content
types. Each channel has its own terminology:
Facebook – posts; Twitter – tweets; YouTube –
uploads; Pinterest – pins.
Customer Service:
The worlds of customer service and marketing are
becoming more interconnected as consumers expect
responses to inquiries through “marketing” channels.
To build a strong social community, brands must
think about the customer service implications and
incorporate CS goals into their strategy. Related
metrics include:
Activity by Day: How a brand’s responsiveness (on
average) changes over the course of a week.
Activity by Hour: How a brand’s responsiveness (on
average) changes over the course of a day.
Response Rate: The percent of audience inquiries are
responded to within a certain amount of time.
Response Time: How quickly a brand responds
to engagement activities and inquiries from their
audience.
Demographics
Understanding the similarities and differences of an
audience is a key component for crafting messages
that resonate and executing social campaigns that
drive engagement. Related metrics include:
Geographic Distribution: Where in the world the
audience is physically located.
Klout Score/Influencers: Klout is a mechanism for
measuring how influential a person or brand is on
a particular social channel. It provides brands with
a way of identifying existing influencers in their
audience as well as identifying new ones.
Topical Influencer: Who the influencers are on a
particular subject.
Engagement Metrics:
Also known as the currency of social media. By
more deeply understanding the different types
of engagement, a brand can better understand
how effective their interactions are at impacting
downstream activities. Related metrics include:
Click Through Rate: The number of clicks on a post

Social Paid Media Guide

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