G-Ads (Display Network)

G-Ads Display Network refers to a paid advertisement network in which Image Display Ad (static, animated, or responsive) are shown to target audiences on various websites, apps and Google-owned properties like YouTube and Gmail. These display ads are shown while they are browsing online content, watching videos, checking email, or using mobile apps.

Access to the following external platforms are required for review and management of this Campaign Channel:

• G-Ads Manager: https://ads.google.com/home/

• G-Ads Report: https://lookerstudio.google.com/u/0/reporting/3989237e-9a68-4748-a6b9-fbd84239f28e/page/CRbvB

Objectives

• Increase brand visibility and awareness by displaying visually engaging ads.
• Generate traffic to the website by encouraging new or existing users to click on display ads
• Increase brand visibility and awareness by displaying visually engaging ads.
• Promoting a brand, product, service, idea, or message to a specific/general target audience

Purpose: This SOP provides detailed guidelines for the management of ongoing Google Ads Display Campaigns, as well as process on how to prepare and create a new Campaign.

Types of Google Display Ads

There are two main types of Display Ads within Google's advertising platform: GIF Ads and Responsive Display Ads (RDAs).

1. Banner Ads

   A static image or animated GIF.

   • GIF Ads:animated ads that use a sequence of images to create motion and attract attention. GIF Ads are designed to engage users with dynamic visuals and are particularly effective for creating brand awareness and driving interaction. They can be customized in various sizes to fit different ad placements across the Google Display Network.
   • Static Ads:consist of a single, non-animated image. While they lack the movement of GIF Ads, Static Ads can still be highly effective through compelling visuals and clear messaging. They are straightforward and often used for direct calls-to-action and brand reinforcement.
   

2. Responsive Display Ads

   Responsive Display Ads (RDAs) are adaptable ads that automatically adjust their size, format, and appearance to fit diverse ad spaces on the Google Display Network. By combining images, headlines, descriptions, and logos, RDAs dynamically create ads that are optimized for different devices and placements. This flexibility ensures that RDAs maintain high visibility and effectiveness across various audience segments.

   
   

   Differences of the two types of Display Ads are as follows:

   Feature	Responsive Display Ad	Banner Ad (Static/Animated)
   Format	Images, videos, etc.	Static or animated rectangular-shape
   Size	Flexible	Limited to certain sizes
   Placement	Websites, Social media, etc.	Websites and Mobile apps
   Visibility	Different sections of a webpage	Top, bottom, or sides of a webpage
   Interaction	More interactive	Less interactive
   Engagement Metrics	Video views, app installs, etc.	CTR

   At the moment both types of Display Ads are run for every campaign for higher reach, with the same amount of allocated budget. Static Banner Ads are not currently run.

Target Audiences

The display ads will be set up to be shown to primarily 3 types of audiences:

• Google Ad Audience Settings:demographic, interest, keyword/url custom audiences
• Website Visitors: remarketing to website visitors, regardless of conversion
• User List: a list of contact persons from a company identified to be a high quality Lead. The list contains information of Name, Email Addresses, Phone Numbers, ZIP code, Country. This information then goes into Google’s algorithm, which makes the chance of the Display ads shown to these identified Use List, to be higher the more complete the information is. Sources of User List:
• Customer database:on the ERP System narrowed to certain criterias depending on the campaign objective
• Outbound Marketing Contact List

General Strategy

Based on the introduced Target Audiences, the strategy of using Google Ad Audience Settings is NOT currently in use exclusively for Display Google Ads. The strategies used depending on the primary campaign objectives are as follows:

ACQ (Acquisition)

1. 2 Step GAD Marketing - Type A: Search Acquisition + Type B: Display Remarketing
• Type A: Setting up Search G-Ad campaign with the relevant keywords, where audiences will likely make initial interaction from a quick visit to the website from a Google Search. Regardless of the level of engagement or conversion, these audiences are then targeted with Type B.
• Type B: Display Ads will be following the audiences from Type A, for 30 days after initial visit to the website. For bigger campaigns, it is recommended that Type B is handled in 3 phases, where 3 different ad sets are shown during the time period 0-10 days, 10-20 days, and 20-30 days after initial visit.

  Note:Why not run a direct acquisition campaign from display ads? Two main reasons:

  • The audience settings for Display campaigns run through a very broad target audience, meaning that it is not as targeted as it could be set otherwise for Search campaigns. While the general Cost-Per-Conversion (CPC) may be lower for display ads, the quality of conversions for B2B companies are likely much poorer.
  • The audience settings for Display campaigns run through a very broad target audience, meaning that it is not as targeted as it could be set otherwise for Search campaigns. While the general Cost-Per-Conversion (CPC) may be lower for display ads, the quality of conversions for B2B companies are likely much poorer.
2. Outbound Marketing User List:gathering of OM User List and targeting them right away with Display Ads for brand awareness. This strategy is usually project managed under the Outbound Marketing Channel.

RMK (Remarketing)

1. Short Term Remarketing of Website Visitors:a set period of time (normally 30 days), after initial website visit will have display ads shown to the audiences for short term remarketing.
2. Long term remarketing for Targeted User List:a longer period of time (indefinite, depending on the algorithm), is run for a specific User List uploaded for that campaign.

Permanent vs. Scheduled Campaign

G-Ads Display Network is a part of AdvaCare Permanent Campaign, meaning that it runs on a schedule continuously regardless of what Main/Side Campaign is currently ongoing. However, it can also be used as a Marketing Channel for a scheduled Main/Side Campaign to complement the marketing plan for said campaign.

Permanent Campaign

At any given time, there are at least 2 Display Campaigns running under Permanent Campaign - both intended as REMARKETING tool to two sets of audiences:AC_TargetedMarketing_UserList

• Website visitors: audiences that have visited our website prior, regardless if they converted (sent an inquiry) from the initial visit or not.
• Ordered+C2C User list:User list of actual AdvaCare distributors and Targeted Prospects determined by the BD Dept. as highly qualified Leads. This list is gathered in the G-sheet:

These display ads generally include general Messaging, Range, and Target Countries. However, new campaigns may be run separately narrowed down to each Range/Target Countries as a part of a permanent campaign as well.

Main/Side Campaign

Display Campaigns may be run separately from the permanent campaigns, to target specific Messaging, Range, Target Countries/Region, Language and even Contact List.

That aside, this campaign channel is unique in that it provides a hybrid opportunity to either:

• Include Main/Side Campaign target audiences into an ongoing Permanent Campaign Ads, which minimize the resources and time required to start the campaign process.
• Duplicate an existing Permanent Campaign Ads, targeting a different User List while minimizing the amount of resources needed in preparing new display ads.

In any campaign, the User List can be updated over time (too frequent updating is not recommended as it constantly disrupts the algorithm). The recommended frequency of updating a Permanent Campaign User List is no more than once every 2 weeks.

When deciding to include G-Ad Display Network as a campaign channel to be utilized for a Main/Side Campaign channel, Campaign Specialist may consider the following G-Ad Campaign Types.

Categories of G-Ads Display Ads Campaign

Once the Campaign Type is decided, include the timeline planning in the Yearly Campaign Roadmap. Make sure that Marketing Dept. Manager has approved said plan as per the Campaign Management SOP, in order to pre-plan the allocation of department resources ahead of time.

The next part of the SOP will cover how to process the marketing channel based on whether a new ad set will be required, or an existing one is to be used.

Existing Ad Sets (Adding) Process

Once decided to use an existing Ad Set from Permanent Campaign to be added into, Campaign Specialist can start to work on the process up to one week before the Ads are intended to be shown to the Campaign User List. Note that this timeline DOES NOT include the time required to gather the User List itself.

1. Decide which display Permanent Campaign to be used for said campaign. Campaign Specialist can have a look at the live Display Ads from G-Ads Manager.
   1. Open the site and log in. Make sure you are in the Overview view.
   2. Click on the first filter and click to select “Display campaigns” from the dropdown.

   

   3. On the left panel, click to expand the “Campaigns”strong> dropdown and select “Campaigns” from the dropdown.

   

   4. Scroll down to view the Campaigns table. All active campaigns have the GREEN button, while paused campaigns have the gray button with pause icons. The list can be sorted to show active campaigns first by clicking on the GRAY button on the table header.

   

   5. Click on the blue text of the campaign to be viewed.

   

   6. Another table will be shown with the different Ad Sets under the campaign. Most display campaigns will have only 2 Ad Groups: Responsive Display Ads and GIF (Banner Ads). Click again on the Ad Group to open the ads.
   7. On the Ads view, scroll down to find the different display ads on the table. Same as with Campaigns, the Ads can be sorted to show the active ones first.
   8. Review the various ads under the Display ADs.
   9. Go through the different Campaigns and decide the G-Ads campaign to be used. Copy the Campaign Name of the desired Campaign.
2. If no task is created already, go ahead and create a Sub-Task for the Main/Side Campaign.
3. Fill in the Task Description to include the following:
1. Name of the G-Ad Campaig to be used (under the Description)
2. Launch Date (under the Acceptance Criteria)

Launch Date refers to the date when the targeted User List will start to be added in Google’s algorithm to open the window when the Ads will be shown, not the campaign launch date.

3. File location of the User List(under the Linked Elements)

Even if the User Listis not ready, make sure to include the location of where the User List is supposed to be saved in. This is normally in the following file path:

Z:\Shared drives\AdvaCare Marketing Control\AdvaCare Marketing Campaigns\ [YYYY] \ [MC/PC Folder Name] \ [G-Ad Display] OR [Outbound Marketing\G-Ad Display]

User List must follow the template saved in the TEMPLATES folder:

Z:\Shared drives\AdvaCare Marketing Control\AdvaCare Marketing Campaigns\TEMPLATES\MARKETING CHANNELS TEMPLATES\G-Ads Display

4. After the User List is ready, send a task to the SEO Specialist and include the Marketing Dept. Manager, to inform the following:

We want to add this User List to the ongoing G-Ad Display Campaign: [Campaign Name, as per Ads Manager] Please find the User List here: [link to the G-sheet] Please let me know if we can add it by [Launch Date] and confirm when it is added, thank you!

5. Send a message notifying the SEO Specialist that a task has been sent.
6. Set an activity under the task to follow-up with the request for Launch Date - 1 day to confirm.
7. Once confirmation from SEO Specialist has been received that the User List has been added, move the stage of the Task to Execution stage.
8. Set an Activity under the Task for Launch date + 3 weeks to come back to the task for the Performance Assessment and Reporting which is covered in the SOP: Assessment and Reporting

Existing Ad Sets (Duplicating) Process

Once decided to duplicate an Ad Set from Permanent Campaign to be added into, Campaign Specialist can start to work on the process up to two weeks before the Ads are intended to be shown to the Campaign User List. Note that this timeline DOES NOT include the time required to gather the User List itself.

1. Decide which display Permanent Campaign to be used for said campaign. Campaign Specialist can have a look at the live Display Ads from G-Ads Manager. (See step No. 1 of the previous section of this SOP to see how to do this). Instead of copying the file name, Campaign Specialist can just copy the link of the Ads page from the G-Ad Manager.
2. Before creating a Sub-Task for the Main/Side Campaign, make sure that Budget Approval is already obtained. If not, under the main task related to the Main/Side Campaign, send a task to Marketing Dept. Manager and BD Dept. Manager with the following information:

Target Audience: brief description of the target audience by Region + Range User List: brief introduction to the sources of the user list with its location link Marketing Goal: Brand Awareness Display Ads: link to the existing PC Ads> Proposed Launch Date: estimated date of launch Ad Duration: number of months the Ads are to be run for Preparation Duration: time required to prepare before launch, including the User List preparation Budget Required: budget required to run the campaign under what timeline NOTE: For reference, the current PC for User List of over 500 contacts is running at 40 CHF/month budget.



3. After budget approval is granted from both, Marketing Dept. Manager will escalate the process following the Budget Approval SOP and reply over task to inform Campaign Specialist to move forward.
4. Campaign Specialist can then proceed to create the Sub-Task for the channel under the Main/Side Campaign. Make sure to copy the information above and add it to the Task Description.
5. Open the reference Ads from the link previously saved, check the Final URL for each Display ADs, this can be found on the table.

6. Decide whether or not to keep the same URLs. Regardless, the Final URLs decided must be turned into a UTM first. After deciding on the Final URL, create UTMs following the SOP: UTM Link Generation.


NOTE: UTMs must be made from the Campaigns Module. Therefore, make sure that the Campaign Record is created in the System and under the correct Ongoing stage.

7. Once created, copy the URL link and add it to the Task Description as well.
8. After the User List is ready, send a task to SEO Specialist to proceed with creating a duplicate copy of the Existing Ad Sets to a new campaign. Provide the following details:

We want to add create a new G-Ad Display Campaign, using the same Display Ads that we have from this ongoing Campaign: [link to the Ads on Ads Manager] The target audience for this campaign is: [Target Audience as per task description] Please use this UTM as the destination URL: [UTM link] Please find the User List here: [link to the G-sheet] Please let me know when the new Campaign can be ready by, we want to launch it by: [Launch Date].Thank you!

9. Send a message notifying the SEO Specialist that a task has been sent.
10. Set an activity under the task to follow-up with the request for Launch Date - 1 day to confirm.
11. Once confirmation from SEO Specialist has been received that the User List has been added, move the stage of the Task to Execution stage.
12. Set an Activity under the Task forLaunch date + 3 weeks to come back to the task for the Performance Assessment and Reporting which is covered in the SOP: Assessment and Reporting.

New Display Ad Campaign

Make sure that Budget Approval is already obtained.

I. Planning the Display Ads

• Once the budget is decided, make sure that the task and Campaign Record is already created. Campaign Specialists can start to work on the process up to three (3) weeks before the Ads are intended to be shown to the Campaign User List. Note that this timeline DOES NOTinclude the time required to gather the User List itself.
• Move the G-Ad Display task to the “ONGOING” stage.
• Create a folder in the Digital Campaign Folder, under the [YYYY] with the folder name describing the Campaign.

Z:\Shared drives\AdvaCare Marketing Control\AdvaCare Digital Marketing\AC_Marketing_GoogleAds

• Locate the G-sheet template for Display Ad contents in the same folder above, or through the link: Google Ad Display - [Q#-YYYY]- [Product Range]_TEMPLATE
• Create a copy of the G-sheet under the Folder created, and rename the file accordingly.
• The G-sheet file contains “Guide” on the first sheet which provides some information on the sorts of messaging that must be considered when preparing the Display Ads. Additionally, there are three TEMPLATE Sheets which each is used for a Display Ad Type:
  • Banner (Static) Ads
  • Banner (GIF) Ads
  • RDA Ads (Responsive Display Ads)

  Most campaigns currently run will use GIF Banners + RDA Ads. This must have been decided in the initial stage of the planning process. Delete the template sheet that does not apply for the campaign.

• Before proceeding with the contents for the template, open and log into the Ads Manager.Campaign Specialist can first create a draft Campaign and Ad Group in this environment, as it is easier to work on at the same time with the template, especially for RDA Ads.
1. On the main dashboard, click on “New Campaign”.

2. Select the campaign Objective: Awareness and Consideration and Campaign Type: Display.

3. Input the target URL where to drive conversions to, as well as the Campaign Name as to be shown on the Ads Manager, adding the word “(draft)” behind it. While this may still be changed later, it is important to have the closest target URL as possible as Google can provide some suggestions for the RDA assets based on the destination URL. Click “Continue”.

4. On the Campaign Settings page, go ahead and click “Next”
5. On the Budget and bidding page, go ahead and input a very low tentative budget amount such as the example below (CHF 1-5), and click “Next” without any adjustments.

6. On the Targeting page, click on “Add Targeting”dropdown, randomly input a target audience for now, such as by “Keywords: [keyword of the product range of the campaign], click“Done”, and “Next”.

7. On the Ads page, Campaign Specialist can either create the draft RDA Ad from scratch as suggested by Google, or make a copy of an existing RDA Ads from other campaigns to edit on. Regardless, make sure that the bare minimum information required by Google is inputted into the editor before proceeding. Note that Banner Ads are not required to be created here, as it does not affect the process of the banner creation and can be done more efficiently by SEO Specialist later on. Click “Next” once done.
8. At the bottom of the page, input the name of the Ad Group. Display Ad Groups must be named as either:
   • Responsive Display Ads
   • GIF
   • Static Banners
9. Finalize the step by reviewing the created draft Campaign and click “Done”.The Ads will now go under approval process.
10. Open the Ad Group view of the campaign, locate the ad group and click on the green buttonto change the status of the ad group to "Paused".
11. Go to the Campaign level of the Ads Manager dashboard, locate the newly created draft Campaign and also change the status of the Campaign from green to “Paused”.
• The set up of the new campaign is now ready and Campaign Specialist can start planning out the contents and assets required for the new campaign.

II. Preparing the Display Ad Assets

1. Before starting with the most time consuming part of the content creation, Campaign Specialist must first determine the concept of the display ads, and plan out stakeholders’ roles in the task.
2. Firstly, based on the Ad Types that need to be prepared, Campaign Specialist must work together with the Design Specialist to determine the concept of the assets to be used in the ads. To do so, both must be highly aware of the following factors:

Target Audience (Product Range, Region, User List Sources) Distribution Channel Duration of Campaign Campaign Objectives Hero Products (if applicable)

3. Design Specialist can then consider using previous design templates, and visualize based on the above requirements, whether new Templates will be required for the Static Banner, GIF Banner or RDA Images/Videos.The following must be considered in this decision making.

Visual Hierarchy Prioritize Key Elements:The design should guide the viewer’s eye through the most important elements of the ad. This could be product vs. range image, headline vs descriptions, CTA, etc. PEmphasis: Certain Regions/Product Range may have different emphasis in images and messaging that is more effective for said region/product. Clarity Simplicity: The concept must have a simple yet effective way to convey messaging required for the target audience. Consider how the template Color Palette Brand Colors: Stick to your brand’s color palette for consistency. Use brand colors strategically to draw attention to specific elements, such as the CTA button. Psychology of Colors: Consider how color psychology plays into B2B. For instance, blue often conveys trust and reliability, while green might suggest growth or sustainability. Avoid overly vibrant or flashy colors that might be distracting or appear unprofessional. Typography Legibility: Choose fonts that are easy to read, even at smaller sizes. Hierarchy in Text: Use different font sizes and weights to create a hierarchy in the text. For example, the headline should be bold and prominent, while secondary text can be smaller but still legible. Consistency: Keep typography consistent with your brand’s style guide. Limit the number of fonts used to one or two for a cohesive look. Imagery and Graphics Relevant Imagery: Use images that are directly relevant to the B2B offering. This could be product images, people using the service, or abstract representations of business solutions. Avoid overly generic or cliché stock photos. Illustrations and Icons: Consider using custom illustrations or icons to represent complex ideas in a simple, visual way. Icons can also make ads more visually engaging without cluttering the design. Visual Metaphors: Use visuals that act as metaphors for your value proposition (e.g., a growth graph, network connections). Visual metaphors can quickly convey complex ideas in a single glance. Brand Consistency Logo Placement: Ensure that your logo is visible but not overpowering. It should be placed in a logical spot, often in a corner, where it’s easily recognizable but doesn’t compete with the CTA or message. Unified Look and Feel: All ads should have a consistent look and feel that aligns with your brand identity. This includes using consistent colors, fonts, and visual styles across different ad variations. Layout and Composition Balanced Composition: Create a balanced composition where all elements are harmoniously arranged. Use grid layouts to ensure alignment and proportional spacing between elements. Responsive Design Consideration: The layout should be adaptable to different sizes and orientations. Design with the flexibility to work across banners, skyscrapers, squares, and mobile formats without losing impact. CTA Button Design Button Visibility: The CTA button should be prominent, with contrasting colors that make it stand out. Consider a rounded or rectangular shape that is easy to click on both desktop and mobile. Size and Placement: Ensure the button is large enough to be noticed and placed in a location where it naturally follows the viewer’s eye path (typically at the bottom or middle right of the ad). Interactive Elements: Subtle interactive elements, like hover effects, can make the button more engaging if the ad supports it. Animation and Motion Gifs or Short Loops: If using animated ads, ensure that the animations loop smoothly and convey the core message within the first few seconds. Videos: If using videos, focus on creating concise, high-quality content that grabs attention within the first few seconds. Use clear, professional visuals, consistent branding, and subtle animations to effectively convey your message. Ensure on-screen text is legible, include subtitles for viewers watching without sound, and choose appropriate background music and voice overs. Structure your video with a clear narrative, emphasizing the value proposition, and end with a strong call to action. Optimize the video for mobile viewing, and consider personalizing content for different audience segments. Design for Context Ad Environment: Consider where the ad will be displayed. For example, ads on business websites might need a more formal, subdued design, while ads on industry-specific blogs could be slightly more dynamic. Design with the context of the ad placement in mind to ensure it fits naturally within the surrounding content. Visual Consistency Across Campaigns Multiple Creatives: Ensure that all ad variations within a campaign share a consistent design language. While individual ads might highlight different features or messages, they should feel cohesive as part of a larger campaign. Scalability : Design ads that can easily scale across multiple formats and sizes while maintaining visual consistency and impact.

4. Design Specialist can then consider using previous design templates, and visualize based on the above requirements, whether new Templates will be required for the Static Banner, GIF Banner or RDA Images/Videos.The following must be considered in this decision making.



Type	Aspect Ratio, Size & Duration
Banner (Static)	Formats JPG, PNG Max. size 150 KB Dimension 300 × 600 Vertical rectangle 336 × 280 Horizontal rectangle
Banner (GIF)	Formats JPG, PNG Max. size 150 KB Dimension 300 × 600 Vertical rectangle 336 × 280 Horizontal rectangle Additional requirements Animation length must be 30 seconds or less Animations can be looped, but the animations must stop after 30 secondse Animated GIF ads must be slower than 5 FPS
RDA Images*
RDA Videos*

*Horizontal Logos in RDA Image and RDA Videos are not mandatory for use.

**RDA Logos are not mandatory. Consider embedding logos in the images instead, to have control over how the logos are shown over images, rather than left to Google.

5. The design concept must then be approved by the Campaign Specialist, Marketing Dept. Manager and BD Dept. Only after concept approval, Campaign Specialist can then prepare the content template.
6. To prepare the content template, utilize the copied Google Ads Display Sheet Template. It is also helpful to find previously done banners to get some ideas on messaging and images.
• Guide: a basic guide to provide angles on how to structure the messaging. While the general objective of Display Ads is brand awareness, there must be a value proposition that is clear from the moment the audience sees the ad. This guide provides a basic framework to consider for every banner:
• Main Messaging: Diversify the display banners with various directions of the main messaging, either the product branding, distributorship, manufacturing, etc.
• Text Format: Use various text formats for different banners.
• Keywords & Phrases: lists the most commonly used marketing phrases for general (company) and product ranges.
• CTA:options of various CTAs.
• Banner (Static) or (GIF):content templates for Static/GIF banners. The layout for either is the same, with only difference for GIF banners having “>” so show the changes in text for every frame.

Start by filling in the following fields, for every table. Each table contains content for 1 set of Vertical + Horizontal banners.

• Image Description: input short description/link to the image to be used in the banner.
• Main Messaging: main messaging selected for the banner.
• Text Format: text format selected for the banner.
• Link to: target URL decided for the campaign, generally is the same for all banners but may be varied if needed.

Repeat for every table, until the amount of banners planned out for the Campaign is set. Most Main Campaigns need only about 8-12 banner sets (x2 in vertical and horizontal image ratio). Once the general concept for all banners are ready, Campaign Specialist can develop the final texts in the following fields:

• VERTICAL:add the content exactly word-by-word how the text will be shown on the final banner (rows of words, capitalization, Bold/Italic/Underline, font color). For GIF banners, consider using “>” to show changes in that section. Separate the sections by using short descriptions in a parentheses such as “(below logo)”
• HORIZONTAL: same as above, but separated on left and right.

• RDA: open the sheet at the same time as the G-Ads Manager - Responsive Display Ads ad group, as it is easier to visualize changes on RDA from the Ads Manager. Fill in the different fields in the template as required. It is also recommended for Campaign Specialist to upload mock images even if of lower qualities to quickly have visibility of how the display ads will show together.



NOTE: changes on the Ad Group may be saved, but be careful not to overwrite ongoing campaigns. Make sure that edits are done ONLY on newly created and paused campaigns. If unsure whether or not to save, go ahead and take screenshots of the draft Responsive Display Ads by locating them on the “View more” button in the Preview section. Add the screenshots to the RDA Template sheet.


7. Once the content draft is ready, Campaign Specialist can send a task to the Marketing Dept. Manager to review the concept and content draft.
8. Marketing Dept. Manager will review and approve/suggest revisions to the template, or may suggest creating a couple banners first to test out the concept. Regardless, when designs are to be prepared, Campaign Specialist can then send a task to the Design Specialist to start preparing for either:
• Static Banners/GIF Frames:as per the direction listed in the Static/GIF Banners sheet template.
• Images/Videos:to be uploaded to the Responsive display ads, usually without text but following the directions listed in the RDA sheet template as well.



As this process may take some time (1 Sprint or more), Campaign Specialist must be clear of the deadlines with the Design Specialist in the task, and recommended to set activities.

9. After the Designs are ready, Design Specialist will normally share the link to the figma file for QA of the prepared banners. Campaign Specialist is responsible to ensure that the quality and accuracy of the banners are acceptable. Any revisions required during this period can be communicated and finalized directly with the Design Specialist. Once QA is done, Campaign Specialist can then send a task to the Marketing Dept. Manager and BD Dept. Manager for final approval of the designs.

NOTE: For RDA Ads, it is recommended to upload the images directly to the Ads Manager for visibility of how the revisions may affect the final responsive ads. Like before, take screenshots if not confident on the changes applied.

10. At the same time, if the Target URLs are also confirmed for the Ad Groups, Campaign Specialist must create the final UTM Links for the target URLs that will be used in the final upload. The steps on how to create UTM Links can be found in this SOP: UTM Link Generation.
11. After final approval has been obtained from both Managers, Design Specialist can then export the final versions of the assets in JPG/GIFs. Make sure that the assets have the REQUIRED FILE SIZE & RATIO, compressed for smaller file size without compromising the image quality, and are QA’ed.

For GIFs, it is recommended to use the Figma plugin - GiffyCanvas. Follow these steps to export the frames to GIFs: Select the images of the frames for one GIF banner. NOTE: Be careful to NOT select the elements of the images. See the WRONG example below. After selecting the right images, click on the menu dropdown →Plugins → GiffiCanvas. Apply the following settings, depending on the number of frames: 2 frames: interval - 1800ms, loops - 7, total time - 25s 3 frames: interval - 1800ms, loops - 5, total time - 27s 4 frames: interval - 1400ms, loops - 5, total time - 28s 5 frames: interval - 1400ms, loops - 4, total time - 28s Click Download. Save in the correct Server folder, and repeat for every GIF banner there are.

12. All exported assets must undergo QA by both Design Specialist and Campaign Specialist before the final step. After confirmation of exported assets, an approval task is to be sent to Marketing and BD Dept. Managers.
13. After the approval of final gifs is received, use https://ezgif.com/optimize to compress the GIFs.

Open the link https://ezgif.com/optimize and click “Choose File”. Choose the GIF that needs to be compressed. After choosing the GIF, press “Upload”. AMake sure that the optimization method is “Lossy GIF”.. Use the “Compression level” slider to set the desired compression level. After setting the level, press “Optimize GIF!”. The GIF size must be less than 150KB. If the size is still above 150KB after compression, increase the compression level further. After the GIF is compressed, right-click the compressed GIF, select “Save image as…”, and save it in the correct server folder. Repeat this process for every GIF banner that needs to be compressed.

14. Once final assets are ready, Campaign Specialist can then provide the status update over task.

III. Running the Campaign

1. to the SEO Specialist to create/revise the final version of the Campaign on Ads Manager. Be extremely concise in the task, making sure to include all information required by the SEO Specialist to avoid confusion. This means to include:
• Link to the Ads Manager page, Campaign Name and Ad Group name of the Ad Group.
• Server path to the final version of the assets to be uploaded.
• UTM Links to be used on the Ads.
• Link to the Template G-sheet for the RDA Text to be uploaded.
• Description and link to the User List.
• Budget and Duration of the Campaign.
2. The task can now be moved to the “REVISION” stage.
3. After confirmation from SEO Specialist that final revisions are updated, Campaign Specialist must still check and QA to make sure no discrepancies or mistakes have occurred.
4. In the meantime, pay attention to the gmail inbox for Google Ads notification emails should there be any Ads that are disapproved. Disapproved ads must be handled with urgency, and fixed as soon as possible. Note that any changes related to messaging, images or URL Links must undergo approval process through the Marketing Dept. Manager.
5. Once confirmed that final Ads are approved by Google and running as intended, Campaign Specialist can send a task to the Marketing and BD Dept. Manager to inform the same. At the same time:
• Move the task to the “EXECUTION” stage.
• Add the actual Launch Date of the campaign on the task description.
• Set an activity forLaunch Date +3 Weeks to assess the Ad Performance which is covered in this SOP: Assessment and Reporting.