Pitch or No Pitch
I see you have a conversions campaign running with detailed targeting, could you tell me more about that?
No Pitch!
What does the acronym UBD stand for?
Unified Business Debugger.
"I've had an ME before and it didn't help."
"Oh no! I do apologize that your experiences with us hasn't always be beneficial to your needs. What exactly happened on our last interaction that could be improved? I'd be happy to do my best and assist."
"I don't really understand how to use all the advertiser tools!"
Yes
What does the acronym AQPC stand for?
Acknowledge
Question
Position
Check
I see you’re a new brand, so I recommend we start with a Brand Awareness objective, which allows us to reach people who are more likely to pay attention to your ads and increase awareness for your brand, optimized to get to people more likely to remember the ad. Includes surveys to test brand recall in newsfeed for targets after ad posted.
No Pitch!
What does the acronym IDD stand for?
Instant Delivery Diagnostics
"Last time you didn't teach me anything I didn't already know."
This should never be said to us if we are following the proper call flow. We should be engaging our advertiser in a partnered conversation through discovery so we aren't presenting redundant information. If we are to find ourselves in this position we could say --
"I apologize for filling up our time with information that wasn't beneficial. I'd like to take this time to ask if there is anything that we are concerned about on our platform or have more questions about. I'd be happy to take a look and provide some helpful education behind those products."
"I'm sorry but the person you're looking to speak to isn't hear."
Yes
Consider the A in the AQPC framework. Explain this aspect and why it is important.
Acknowledge - Show empathy and understanding.
I’d love to connect to discuss the Catalogue Sales objective in Ads Manager, it’s one of the best ways to get conversions since the ad is customized to the viewer, especially when we’re using a prequalified audience such as (discuss custom audience) based on what they were looking at on your website and elsewhere online. Each person you retarget with these campaigns gets a customized ad delivered to them to spark their interest and gets them back to your website to convert. With our Automatic Placements option, we can maximize our delivery while lowering the Cost Per Result.
Pitch!
Advertiser says, that his ads are under-delivering. What type of internal would you use to find out why this is happening?
IDD
"I ran a lookalike audience before and it didn't work."
"I can understand that the last time the Lookalike Audience wasn't the most effective."
We should then be asking some questions about why they felt this way.
"What makes our Lookalike Audience the most effective is the Custom Audience its built off of and the percentage used. Let's take a look at the Custom Audience we used previously and the percentage to find out why we didn't see any results we were looking for."
"I don't have a lot of time."
Yes!
Consider the Q in the AQPC framework. Explain this aspect and why it is important.
Question - Find out the underlying reason for the objection to make it easier to over come.
That detailed targeting audience you are using is great. It looks like you are trying get new people. What we can also do is use a Lookalike Audience based to make this campaign even stronger. The Lookalike Audience will help us get more new people that are like our website custom audience but don’t know about us yet.
No Pitch!
If the advertiser is restricted from advertising, you will see an “Account Disabled” or “Account Restricted” banner at the top of which tool?
iSnap
"My CPR is going up and ROAS is down."
"This is exactly why I am here! Let's take a look what what we're doing and if there is any opportunities missed within ad creation that would help us reach those results."
This would open the door to a partnered conversation about how the metrics are currently affecting our advertiser and make suitable optimizations to help reach their goals.
"I no longer need any help with marketing!"
Yes!
Consider the P in the AQPC framework. Explain this aspect and why it is important.
Position - Now you've built rapport and fully understand the objection, position your solution to it.
Using a custom audience based on your add to carts is a great way to maximize the effectiveness of your conversion campaign. Conversion campaigns are optimized to drive users to take a desired action, so by retargeting those who have already added to cart, we can redirect those customers to complete their orders using the purchase optimization. Ads Manager is a tool we can use to create and manage the details of your campaigns across the Facebook family of apps. For example, we can use it to expand the number of places or “placements” an ad can be displayed in at the ad set level, so Facebook can optimize campaigns to deliver ads in the most cost-effective and efficient way
Pitch!
What is iSNAP? And why is it used?
If an advertiser has ad rejections or cannot advertise, you can use iSnap to learn more about why the ads were rejected or why the account was restricted from advertising.
"I am not interested in speaking about our budget?"
Advised them that you are there to support them and help them to reach their goals. Their budget is an important aspect to that as it speaks to the type of campaigns that can be successfully run to fulfill their goals.
"I have a marketing team that deal with that."
Yes!
Consider the C in the AQPC framework. Explain this aspect and why it is important.
heck - It is always important to check that the advertiser is happy with your suggestion. If not, work through the AQPC Framework again.