Meta Ad Campaign SOP for Social Media Marketing Deals

This standard operating procedure applies exclusively to Meta ad campaigns sold through City Lifestyle’s Social Media Marketing Deals. These guidelines are designed to ensure consistency, brand safety, and compliance with both Meta advertising policies and City Lifestyle’s internal standards.


📍 Location Targeting Standards

  • All campaigns will be targeted from the geographic center of the publication’s print distribution ZIP codes.
  • A targeting radius will be applied from this center point.

❌ We do not offer to target from the client’s physical business address—this is not permitted under any circumstances.

❗ Exceptions: A different center point may be considered only if the default radius would fall predominantly within:

  • A large body of water (e.g., a lake, an ocean)
  • A large, uninhabited natural area (e.g., forest, preserve)

📌 Territory Compliance

  • Each Social Media Marketing Deal campaign must align strictly with one publication's print distribution zip codes.
  • Radius must not exceed 20 miles from the city center of the selected magazine’s print ZIP code(s).
  • Publishers with neighboring publications may not combine multiple areas into one campaign.
    • Clients must purchase separate print and digital campaigns for each publication if coverage across multiple areas is desired.

🔗 Ad Link & Landing Page Guidelines

Approved Ad Destinations

  • Primary (Default): The client’s City Lifestyle digital directory listing.
  • Alternate (Client Website): Allowed only if the following condition is met:
    • To link to a website outside of City Lifestyle’s ecosystem, the client must establish a Meta Business Partnership between their Meta Business Manager and City Lifestyle’s ad account.
    • If the client declines, the ad will link to the City Lifestyle digital directory. A pop-up or banner CTA can be included to redirect users to the client’s external site.

🧾 Lead Generation Campaigns (Optional Add-On)

Eligibility

  • This feature is not actively promoted due to the high cost-per-lead on Meta.
  • Available only to clients on Silver or Gold digital package tiers.
  • No guaranteed impressions apply to lead generation campaigns.

🔍 If requested, verify the client’s digital package tier before offering this campaign type.


✅ Client Eligibility Requirements

Minimum Print Commitment

  • Clients must have at least 12 months of print advertising remaining or committed before a Social Media Marketing Deal with Meta ad campaigns can be approved.
  • Clients with fewer than 12 months remaining must sign a new 12-month print agreement to qualify.

⚖️ Meta Advertising Policy Compliance

Platform Rules

  • All ad creatives, landing pages, and targeting settings must comply with Meta’s Advertising Standards.
  • Content that violates Meta’s policies may be rejected or penalized. In such cases:
    • City Lifestyle reserves the right to modify or deny ads.
    • Rejected ads will not be re-launched unless policy-compliant edits are made.

🔄 Meta Ad Cycle Policy

Three-Month Campaign Structure

  • Each Social Media Marketing Deal campaign runs in three-month cycles.
  • One new ad creative is designed for each 30 days.
  • All three creatives are developed during onboarding and rotated monthly.

Impression Guarantees

  • Guaranteed impressions apply to the first 30 days of each ad’s run.
  • If changes are requested mid-cycle, guaranteed impressions will not reset.

Ad Change Restrictions

  • Mid-cycle edits are only permitted if:
    • There is a factual error (e.g., typo, incorrect offer)
    • A significant issue materially affects the client’s goals

If an edit is necessary, the Digital Campaign Manager must be contacted for review. Remaining impressions will be split between ads that ran during the original 30-day window.


📞 Questions, Exceptions, or Special Requests

All exceptions or unusual requests must be submitted to the Digital Campaign Manager for pre-approval before campaign setup

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