Social Media Advertising

GUIDE


Overview 

Social Media advertising is an important part of effective, omnichannel marketing strategies and provides an affordable way to build and engage your audience. It can be used to tell a story throughout the funnel to drive brand awareness, website traffic, and conversions. 

Choozle offers fully-managed social media ad campaigns as a part of their Supported Solutions offerings. Whether you’re new to social media advertising, looking to improve your current strategy, or just wanting to save some time, you can trust Choozle’s team of experts to manage and optimize your paid Facebook, Instagram, and LinkedIn ad campaigns. 

Why run social with Choozle?

Advanced Audience Targeting: Social media provides some of the most accurate and specific audience targeting capabilities of any channel. By leveraging demographic, behavioral, and interest-based data, you can be sure you're serving ads to the right audience at the right time.

Optimize Across Channels: By managing your social media ads alongside your traditional display campaigns, we can provide a more holistic view of your overall marketing strategy. Performance data from one channel can help inform and optimize efforts of the other and ultimately develop a better understanding of what's driving results most effectively. 

Maximize Reach: Studies show that the average person spends over two hours a day on social media sites, and Facebook, Instagram, and LinkedIn are driving this trend with a combined 32.8 billion monthly visitors. By complementing your display campaigns with social ads, you ensure that you are reaching your target audience wherever they are online. 

Save Time and Money: Social media advertising can be complex and time-consuming. Employing the wrong tactics or failing to optimize correctly could be costing your business significantly. By consolidating your paid media efforts and having our experienced team of strategists manage your social campaigns, you can save time and ensure that you’re getting the greatest return on your advertising spend.

Channel Overview and Creative Specs

Facebook & Instagram

Campaign Types

Awareness

Consideration

Conversion

Brand awareness

Reach

Traffic

Engagement

App installs

Video Views

Lead Generation

Messages

Conversions

Catalog sales

Store Traffic


Targeting Options

  • Geo: Target based on location
  • Demographics: Age, gender, education, financial info, life events, parents, relationships, and work
  • Interests: Business and Industry, Entertainment, Family & Relationships, Fitness & Wellness, Food and Drink, Hobbies and Activities, Shopping and Fashion, Sports and outdoors, and Technology
  • Behaviors: Anniversary, Consumer Classification, Digital Activities, Expats, Mobile Device, Interest in Upcoming Events, Politics (US), Purchase Behavior, Travel, and more.

Creative Types & Specs

Facebook

Image

Video

Carousel

File Type: JPG or PNG 

Ratio: 1.91:1 to 1:1 

Resolution: At least 1080 x 1080 pixels


Maximum File Size: 30MB

Minimum width: 600 pixels

Minimum Height: 600 pixels

Aspect Ratio Tolerance: 3% 


Primary Text: 125 characters 

Headline: 40 characters 

Description: 30 characters 

File Type: MP4, MOV, or GIF 

Ratio: 4:5 

Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+

Resolution: At least 1080 x 1080 pixels 

Video Captions: Optional, but recommended

Video Sound: Optional, but recommended


Primary Text: 125 characters 

Headline: 40 characters 

Description: 30 characters 

Technical Requirements

Video Duration: 1 second to 241 minutes

Maximum File Size: 4GB

Minimum width: 120 pixels

Minimum Height: 120 pixels

Image File Type: JPG or PNG 

Video File Type: MP4, MOV or GIF 

Ratio: 1:1 

Resolution: At least 1080 x 1080 pixels 

Number of Carousel Cards: 2 to 10

Image Maximum File Size: 30MB

Video Maximum File Size: 4GB

Video Duration: 1 second to 240 minutes

Aspect Ratio Tolerance: 3%



Primary Text: 125 characters 

Headline: 40 characters 

Description: 20 characters 

Landing Page URL: Required

 

Instagram

Image

Video

Carousel

Image File Type: JPG or PNG

Ratio: 1:1

Resolution: At least 1080 x 1080 pixels

Maximum File Size: 30MB

Minimum width: 500 pixels

Minimum Aspect Ratio: 400 x 500

Maximum Aspect Ratio: 191 x 100

Aspect Ratio Tolerance: 1%


Primary Text: 125 characters

Headline: 40 characters

Maximum Number of Hashtags: 30

File Type: MP4, MOV, or GIF 

Ratio: 4:5 

Resolution: At least 1080 x 1080 pixels 

Video Captions: Optional, but recommended

Video Sound: Optional, but recommended

Maximum File Size: 30MB

Minimum width: 500 pixels

Aspect Ratio Tolerance: 1%

Video Duration: 1 second to 2 minutes



Primary Text: 125 characters Maximum Number of Hashtags: 30





Image File Type: JPG or PNG 

Video File Type: MP4, MOV or GIF 

Ratio: 1:1 

Resolution: At least 1080 x 1080 pixels 

Number of Carousel Cards: 2 to 10

Image Maximum File Size: 30MB

Video Maximum File Size: 4GB

Video Duration: 1 to 15 seconds per card

Aspect Ratio Tolerance: 1%


Primary Text: 125 characters Maximum Number of Hashtags: 30

Landing Page URL: Required




 

LinkedIn 

Campaign Types

Awareness

Consideration

Conversions

Brand Awareness

Website visits

Engagement

Video Views

Lead generation

Website conversions

Job applicants

Targeting Options

  • Geo: Target members according to where they live or locations they visit
  • Demographics: Target by member age and gender.
  • Company: Target by Company connections, industry, size, name, and followers.
  • Education: Target by fields of study, member schools, and degrees.
  • Job Experience: Target by job function, seniority, title, member skills, and years of experience.
  • Interests: Target by member Groups and interests.
  • Matched Audiences: target your website visitors, company lists, and email lists.


Creative Types & Specs

Single Image

Video

Carousel

Image file type: JPG or PNG 

Image file size: 5MB or smaller.

Introductory text: 150 max characters for mobile (desktop max of 600 characters). 

Headline: 70 characters max to avoid truncation on mobile devices (200 max characters).


Description: Use approximately 100 characters to avoid truncation on mobile (300 max characters). 




Video Length: 3 seconds to 30 minutes 

File size: Between 75 KB and 200 MB

File format: MP4 only

Frame rate: <30 Frames per second

Pixel and aspect ratio requirements:

Landscape:

360px (480 x 360; wide 640 x 360)

480px (640 x 480)

720px (960 x 720; wide 1280 x 720)

1080px (1440 x 1080; wide 1920 x 1080)

Square:

Minimum: 600 x 600px

Maximum: 1080 x 1080px

Vertical:

Minimum: 500 x 625px

Maximum: 1080 x 1920px

Audio format: AAC or MPEG4

Audio size: Less than 64KHz

Video captions: uploaded in SRT format only

Video headline: 70 characters max to avoid truncation on most devices (200 max characters).

Number of cards: 2-10

Individual cards within the carousel must meet these requirements:

Max file size: 10 MB

Recommended individual image spec: 1080x1080 pixels with a 1:1 aspect ratio

Rich media formats supported: JPG, PNG, and GIF (non-animated only)

Headline text for each image card can take up a maximum of two lines before being truncated.

Character limits:

The 45-character limit for carousel ads that direct to a destination URL

The 30-character limit for carousel ads with a Lead Gen Form CTA



Requirements

A minimum spend of $5,000/mo is required to have access to managed social media campaigns. As this is a Supported Solution, paid social campaigns will be managed by one of our experts outside the standard Choozle platform. Reporting data will not be available in the Choozle platform, but you will be delivered a weekly performance report.

 

How to get started 

To get started, reach out to your account manager or strategic-services@choozle.com. If you already have a Facebook ads account, you will have to grant admin access to the Choozle Solutions Team Business Manager Account (Business Manager ID: 339712233821118).