Social Audience Extension

How do you stay top of mind with the decision-makers you’re targeting until they’re ready to buy?

Petfood Industry can widen your advertising reach by using a retargeting campaign called Social Audience Extension. Retargeting people who visit your website is a valuable content marketing tactic for your communications team to leverage and get results.

Petfood Industry balances the social network landscape through leveraging of our unique proprietary data to target a hard to reach niche pet food audience. We help you target the right decision makers on Facebook and LinkedIn. Though LinkedIn offers a more professionally focused audience, Petfood Industry's Facebook ads have been just as successful. Why? Facebook helps you scale-up for an impactful outreach. People generally spend more time on Facebook than they do on LinkedIn, which boosts both reach and frequency, increasing clicks back to your communication or landing page.

Either way, we've got you covered and can help you minimize budget waste and maximize audience reach via Petfood Industry social media channels.

How it works

  1. Our sales managers can help you pick a platform, or you can try both
  2. Next, a targeted set of buyers and influencers are selected from our audience database of more than 73,700 pet food industry professionals from around the world
  3. Then, our team executes  the campaign on selected channels targeting the anonymous site visitors of either and your customized list of professionals
  4. At the conclusion of your program, you receive an executive summary of easy-to-understand metrics for each channel including the number of clicks, impressions and views

Social Audience Extension Specifications

Facebook Sponsored Posts Campaign

WATT is willing to create the sponsored posts on behalf of the client. If Watt creates the ad, we support the Sponsored post image or video formats as outlined below. The sponsored posts image format is the format WATT clients utilize most.

Image Format

Design Recommendations

  • Image File Type: .jpg or .png
  • Image Size Ratio: 1.91:1 to 1:1
  • Resolution: At least 1080 x 1080 pixels

Text Recommendations

  • Primary Text: 125 characters 
  • Headline: 40 characters 
  • Description:30 characters

Technical Requirements

  • Maximum File Size: 30MB
  • Minimum Width: 600 pixels
  • Minimum Height: 600 pixels
  • Aspect Ratio Tolerance: 3%

Learn more about Image ads:

Video Format

Design Recommendations

  • Video File Type: MP4, MOV or GIF
  • Video Size Ratio: 4:5
  • Video Settings: H.264 compression, square pixels, fixed framerate, 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
  • Videos should not contain edit lists orspecial boxes in file containers.

Text Recommendations

  • 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

Learn more about video ads:

Other Facebook ad formats

WATT encourages any ad format Facebook supports be submitted by the client to be used for their campaign

Please visit the Facebook ad guidelines for full specification of all ad formats.

LinkedIn Sponsored Posts Campaign

WATT supports the LinkedIn Sponsored Content image and video formats.  

WATT is willing to create LinkedIn sponsored posts on behalf of the client. If you want us to write the ad, we support the Sponsored post f ormat. Image format as outlined below is the most submitted format by WATT clients.

Image Format

Image Display Size

  • 1.91:1 ratio (1200x627px)
  •  Image must be above 400px in width.
    Note: If your image width is below 400px it will not display in the larger image format. Instead, images will appear as a thumbnail on the left side of the post.
  • Images on mobile will not be cropped. Images of other ratios are completely displayed with subtle white padding.

Max Weight:

  • 100MB
  • Recommended PPI (pixels per inch) is 72

Supported types:

  • JPG, JPEG, GIF, and PNG
  • Animated GIFs are not accepted.

Introductory Text:

  • 150 characters max to avoid truncation across most devices.
  • Keep descriptive copy under 70 characters. Anything over 100 characters will be truncated on desktop.
  • Truncation is based on padding, not character limitation.

Important: You can insert any legally required language in the introductory text.

Landing Page URL:

  • URL must be included and URL characters count toward introductory text limitation.
  • All URLs must have the "http://""or https://" prefix.
  • URLs longer than 23 characters are shortened by the LinkedIn shortener.

Overall Best Practices:

  • Image Size: 1.91:1 ratio (1200x627px) Industry Standard
  • Introductory Text: 150 characters or less, including the landing page URL

Video Format

You can also embed videos in Sponsored Content when you select the Video Ad format. Learn more about video ads and all sponsored content and direct sponsored ads:

 Other LinkedIn ad formats

We always encourage clients to partner with us to take advantage of LinkedIn’s other ad formats: Dynamic Ads, Text Ads, Job Ads, InMail ads, and Display ads. Please contact your sales representative to work with our development team to explore these other formats

Please visit LinkedIn Ad Specs and Guidelines for a complete description of all ad formats.

Image Ad

Design Recommendations

  • Image File Type: JPG or PNG 
  • Ratio: 1:1 
  • Resolution: At least 1080 x 1080 pixels 

Text Recommendations

  • Primary Text: 125 characters 
  • Headline: 40 characters 
  • Maximum Number of Hashtags: 30

Technical Requirements  

  • Maximum File Size: 30MB
  • Minimum Width: 500 pixels
  • Minimum Aspect Ratio: 400 x 500
  • Maximum Aspect Ratio: 191 x 100
  • Aspect Ratio Tolerance: 1%

For more information on Instagram Ads:

Important Information

Materials needed 15 days prior to the project start date.

Customer Survey Insights

59% of pet food professionals use social media when they are starting to think about making a purchase for products, equipment, services, or suppliers

67% maintain an active profile on LinkedIn

65% maintain an active profile on Facebook


Quick Links

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