...Ready For It?
The call topic is CAPI Setup, with no additional notes. What should we check during our prep work?
- If they have a Pixel (EM, BM, Website)
- How the Pixel was setup and by who
- What their website is built with
- If they have a Business Manager
Respond to this advertiser: "I want to track people who submit their email address on my website"
“How does your form work? Is there a confirmation page after a user enters contact information or is the ‘Submit’ button the final step? Would you consider people who submit their email a lead?” ..
BONUS: if button is final step “would it be possible to create a confirmation page to improve the chances that your leads filled out the entire form before hitting submit?”
Provide 3 examples of a pulse check
Does this make sense so far? What questions do you have about what are doing? Is there anything I can clarify? Sound good?
Respond to this advertiser: “This setup seems pretty straight forward, I’ll do this myself later today. Thanks for your time”
"I can certainly understand that it does appear fairly straight forward, so why don’t we just jump into the setup now? It will only take a few minutes and that way I can help ensure everything is done properly."
Explain This: Pixel Optimization (adding high-priority events)
Pixel Standard Events are actions taken on your website that can be tracked using Meta's Event Setup Tool. Pixel Standard Events help you understand how people are interacting with your website, optimize for conversions and build audiences.
The call topic is Pixel Optimization. What should we look for during prep work?
- If AAM is enabled
- What events they have setup already
- What important actions can users take on their website
- Client Interaction notes from MP to learn about goals/objectives
Respond to this advertiser: Prior to Pixel Setup, advertiser says “I think I used to have a Pixel, but it’s not on my new website”.
"Would you like to place your existing Pixel on your new website, or create a new one?"
You pivoted to recommend an A/B Test and the advertiser agreed to implement. What questions can we ask the advertiser?
How familiar are you with A/B tests? What metrics are important to you? What are you hoping to achieve from this test? How long do you want to run the test? What strategies have you been working on with your Marketing Pro? What budget do you have available for this test?
Respond to this advertiser: “I don’t want the Pixel, privacy is important and my customers won’t trust me if I am watching them”
“I understand where you are coming from. Privacy is extremely important and there are safeguards in place to protect user information. Are you familiar with our Data & Privacy Policy and how the Pixel works?”
Explain This: Conversions API
Conversions API is a tracking tool that creates a direct and reliable connection between your marketing data and the Facebook systems that optimize ad targeting, decrease cost per action and improve performance measurement.
What are the three ways to add items to a Product Catalog?
1. Partner integration
2. Manually
3. Data feed
The advertiser is hesitant about the costs associated with CAPI gateways. What do we do?
We can educate on the Stape 7 day free-trial, and remind them it is a static cost that they can cancel if they would like at any time.
What needs to be a part of our Call Closing to get 100%?
Summary of what was done and discussed on the call, next steps for everyone (advertiser and MTP), brief agenda for advertiser's next call with Meta, and a check for questions.
Respond to this advertiser: “I don’t want to use BlueJeans, can you just walk me through it verbally?”
"I could, but as this is a technical setup it will be difficult for me to walk you through the steps and verify everything is done right if I cannot see your screen. Is there a reason why you do not want to share your screen?"
Explain This: Catalog Setup
A catalog is a container that holds information about the products you want to advertise or sell across Shops on Facebook and Instagram. It also helps you reach high-intent shoppers by optimizing the way your ads reach people across Meta technologies and the web. It serves as a centralized database that includes essential details such as item descriptions, images, videos, prices, and localized information. Having a product catalog enables businesses to effectively manage their inventory and power their commerce efforts across various platforms.
Lead source: Channel Marketing. Notes: Help with fb ads.
What do we do?
Advertiser wants to work on an ad account we are not attached to. What do we do?
First try to see if they are willing to work on account we are attached to. If not, then we can work on the other account as long as we verify and document the entire ad account ID and use BlueJeans. We cannot book a follow-up call for accounts not attached to us.
We just saved the settings in the PixelYourSite plugin for WordPress to enable Pixel & CAPI for the first time. What's next?
Confirm successful setup using the Test Events tool in Events Manager.
Respond to this advertiser: “I don’t need to run an A/B test, I already am running a lot of ads with my Marketing Pro”
“It's great that you are working with a Marketing Pro. Are you familiar with how you can incorporate A/B testing into your advertising strategy?”
Explain This: A/B Testing
A/B Testing lets you compare two versions of an ad strategy by changing variables such as ad images, ad text, audience or placement. We show each version to a segment of your audience and ensure nobody sees both, then determine which version performs best. This advertising strategy can help businesses continuously improve performance, identify effective creatives, optimize audience targeting, and determine the most cost-efficient campaign combinations. A/B testing provides valuable insights for making data-driven decisions and achieving better results.
These should always be checked before a call to get a full understanding of the advertisers journey and communications with Meta
Assignment info (lead source, topic, notes), Client Interactions, and past and future open assignments.
During the implementation process, if we are sensing some hesitation or confusion from the advertiser we should do this...
Address it! Ask an open-ended pulse check such as... What questions do you have about this so far/what do you think so far?
What questions can we ask before setting up Standard Events?
How do most users interact with your website? Are there any specific buttons or URLs you would like to track?
Respond to this advertiser: “I’m so glad to finally have tech support on the phone! I keep having issues with my accounts, everywhere I look there is an error message and I don’t want to get disabled again”
“I understand that can be frustrating, and I will do my best to help you get the support you need to resolve your issue. As a technical pro I do have a limited scope of support that mostly involves setting up tools for the first time. Can you please tell me a bit more about what issues you’re experiencing?”
Explain This: Conversions API Optimization
Conversions API optimization aims to improve ad efficiency, reduce cost per action, and enhance advertising performance. Factors like Event Match Quality score, event deduplication, event redundancy, and data freshness play a significant role in achieving a successful tracking setup. Monitoring the EMQ score in the Events Manager and ensuring correct configuration of server events are important steps for optimizing results.