Digital Direct TapClicks and Conversion Training
Category
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FunTranscript
00:00:00and do that. Okay. Hello, everyone. Thank you for joining. We have a super packed agenda today,
00:00:07so I am going to go ahead and kick us off. I am going to share my screen. I do want to forewarn
00:00:16you all. We're going to have some changing of the guard. We have some guest speakers on today that
00:00:21are here to help lead this call, so bear with us as we transition with who is screen sharing.
00:00:29You know how Zoom can be funky sometimes, so just be patient. I promise we'll get through it.
00:00:35I am going to share mine first, and we will get started.
00:00:44Okay. Can everyone see? Yep. Okay, perfect. So packed agenda today, super packed. We are going to do
00:00:55some quick introductions. I'm going to pass it to TAG briefly. We have some new team members.
00:01:00We'll go through top clicks. We're going to talk about pixels and conversion tracking,
00:01:05optimizations, renewals, creative. We're going to do a media request form refresher,
00:01:10some process reminders, and hopefully at the end, we will have some time for an advisor preview.
00:01:16So I'm going to pass it over to TAG first to do some introductions.
00:01:23Yep. So we've got Kara Cusin joining us. She's going to be based out of Tampa. Jessica Walsh,
00:01:31she's joining in Charlotte, as is Clinton Dowell. They're going to be digital AEs in our South
00:01:40region team, and we want to give them a warm welcome. I'm going to give each of y'all just a
00:01:47quick second to introduce yourself, share whatever you like. Just we want to be brief and keep things
00:01:54rolling, but I just want to give you guys a chance to introduce yourself to your new counterparts.
00:02:01Let's start with Kara. Hey, good afternoon, guys. Like TAG said, my name is Kara. So I live here in
00:02:08St. Pete. I'll be working at the Tampa market with TAG, and I've got a radio background as well as
00:02:14I work for a digital marketing agency. So a little bit new in the digital field, but I've been learning
00:02:20a ton the last week. So I'm super excited to join the team. Awesome. Welcome.
00:02:25Welcome, Kara. Let's pass it over to Jessica.
00:02:28Hey, guys. I'm Jessica. I'm here in Charlotte, and I have a background in print and some digital,
00:02:34and I'm super excited to join the team and ready to get back into the office, too, so we can actually
00:02:40see each other, a lot of us, because I know that a lot of you are based out of Charlotte.
00:02:46Awesome. Thanks, Jessica. And Clint.
00:02:50Hi, everyone. I'm Clint Dowell, based here in Charlotte. I've been in the market here for about 15 years,
00:02:57about seven years in the digital world, and, you know, very familiar with simplifying a lot of
00:03:02products we're going to be working with here. So excited to get rolling here, be a part of the team.
00:03:07Awesome. Welcome. Welcome, Clint.
00:03:12Nice to meet all of you. Excited to have you on this call. I'm sure some of this might be
00:03:18confusing or make your brains explode a little bit, but just raise your hand with questions.
00:03:25Okay, cool. So I am going to flip over and do a TapClicks demo to start. Just so you guys know,
00:03:31I'm going to go ahead and demo this for you, and then after the call, you'll receive a how-to guide
00:03:38that goes through, step-by-step, everything that you'll be able to do in here. So don't feel like
00:03:43you have to take crazy notes or anything. You'll be getting that after the call. So I am, you can
00:03:50all see TapClicks now, right? Okay, cool. So I'm going to log in as Jen Margulis, so you will see
00:03:57what it looks like when you log in. And the first thing that's going to load up on your screens here
00:04:06is going to be a dashboard that we have built for you guys. It's called Beasley Digital Direct
00:04:12Reporting. And this is going to be the first thing that loads up. You'll see that the dashboards
00:04:18section on the left-hand nav here is what's highlighted. So once you get into here, you're
00:04:24going to see a few different sections that are available to you. So we'll go through each of
00:04:28those a little bit. Kind of the top-level key things that you're going to want to check first
00:04:34and foremost is right up here. This is where you can select the date range that you want to look at.
00:04:40So you're able to select a custom date range by using the months here, or they have some defaults
00:04:47that you're able to choose as well. So you can do this week, last week, last 14 days, etc. You can
00:04:53select any of those. Right now, you can see that we're filtered to December 1st through December 31st.
00:04:59And if you make any changes to that, you're going to want to make sure that you hit the Apply button,
00:05:04and it will update for you. Now, the dates that you have TapClicks filtered to is going to be indicative
00:05:12of the clients that you're going to have available. So within the selected date range, that will populate
00:05:18the client list of clients that have active campaigns during that time frame that you're
00:05:23looking at. So the upside-down triangle here is where you're going to go in order to do just that,
00:05:30where you can select a client. There's a drop-down here. And again, it's going to show you all of the
00:05:35clients that are available to you within the selected time frame. So these are all of Jen's clients
00:05:41that were running during December. So you can select whichever one you'd like to see,
00:05:47and then hit the Apply button down at the bottom. And it's going to filter your dashboard to that
00:05:53client's data. So going back to these tabs that I was referencing in the beginning, this is where you
00:06:02can navigate from section to section, depending on the components of your client's campaign.
00:06:08So you can see that SkyZone has these different components, and that's why those sections are
00:06:14populating when you're filtered to this client. So this main one is our audience extension section.
00:06:21It starts off with kind of an overview of the tactics that are available to the clients.
00:06:27Not all of the tactics will likely be running for the campaign, but it's an explanation and an
00:06:32overview of what they may see as you show them their data that's in here. So all of that is going to
00:06:40always be available to you there. And then from there, you'll see the applicable what they're called
00:06:46widgets that apply to the campaign. So first and foremost is their KPIs, any conversions, you'll see
00:06:55a campaign breakdown, device performance, keyword performance, if there's keyword in the campaign,
00:07:01geofence performance, if there are geofences, addressable, location, and so on and so forth.
00:07:09So there is a plethora of information in each section of the dashboard. And again, it will filter out
00:07:16anything that is not applicable to that particular client. So it's customized to whatever they have
00:07:23running. Then we have an OTT CTV section where same thing, it'll populate your client's data for
00:07:31any OTT campaigns that they were running. And you guys should be used to all the data that you're
00:07:36seeing in here. This is already included in the reports that you receive. So it shouldn't look like
00:07:40anything very new. Then we have a separate section for SEM, same deal here. So point being, depending on
00:07:49the client you're filtered to, you'll have the applicable sections that you can navigate within.
00:07:55Does everything make sense so far?
00:07:59Cool. I see some head nods happening. Okay. So another important component of your TapClix instance
00:08:07is the ability to export a report. I know that you guys often need things on the fly. So it's going to
00:08:14be super helpful for you to have this data at your fingertips and also have the ability to get the
00:08:20data to your client in a really digestible, pretty format. So let's talk through how you would do that.
00:08:27You'll see these buttons up here at the top. What you're going to want to do is hit this Build PDF
00:08:32Report button. Once you hit that, it's going to take you to this screen. You're going to want to
00:08:39select a cover page and back page. We have already a pre-built cover page and back page that's Beasley
00:08:48branded. So it's just going to have a page at the front that says Beasley Digital Reporting and a page
00:08:55at the back that says, thank you for your business. And that's going to ensure that those get tacked on
00:08:59to the output. It does take a little bit. You'll see that there's a little bit of a lag, but just be
00:09:06patient. It will load. Harley, quick question. While that loads, does this have the capability
00:09:16for us to download in a PowerPoint form versus downloading directly to PDF? Unfortunately,
00:09:24the PowerPoint export is completely funky. It doesn't work. It exports in a completely different
00:09:31format and it's really ugly. I can assure you, you don't want it. So unfortunately right now,
00:09:36it's just PDF as the option. There are, there are, you can go to certain sites and get certain
00:09:44programs or subscriptions where you can convert a PDF to a PowerPoint. I'm just throwing this out
00:09:50here for everyone because there's times where maybe we might want to add context or, or tweak
00:09:55reports, but that's a different conversation if y'all have run into that. But I just thought I'd
00:10:00check with you while we're right here and it's loading. Yeah. Unfortunately, no, we've talked
00:10:06with TopClicks a lot about that and no, not an option. One other question. So for, for all our partners
00:10:15like AdCelerant and Simplify, are we see able to see like real time, like data, even including
00:10:26conversions now? So yes, you are. Although I will caveat that it's not exactly real time. So I have
00:10:35a slide following this with some of the rules of engagement, but one of those bullet points outlines
00:10:40that the data updates once a day. Okay. Perfect. That's plenty close. Cool. Okay. Um, the other
00:10:47thing that I toggled on was this style for prints that just makes it a little bit prettier when you
00:10:52export it to a PDF. I'm trying to figure out if there's a way to get that to default as toggled on,
00:10:58but I haven't gotten there quite yet. Um, so once you have this all selected, I'm going to move you
00:11:04guys' video around for a second here. Bear with me. Okay. Then you'll hit the download button.
00:11:12And again, it takes a minute. So bear with me. Um, but this is what is going to allow you to
00:11:20download the report as a PDF that you can very easily just ship off to your client. And it looks
00:11:27beautiful and has all the information that's applicable to their campaign. So it's super convenient.
00:11:33Any other questions while this is syncing?
00:11:42Okay. So this is what the PDF export will look like. This is the cover page that we talked about.
00:11:48And then here is how the report will look. It'll get all your widgets fitting onto the slides.
00:11:55Go down all the way through and back a page at the end.
00:12:00Any questions on that process?
00:12:07Okay. Perfect. Um, one other thing. So if you want to clear the client that you were just looking at
00:12:16and just look at all of your campaigns together, you would hit the X button there. Again, you'll see
00:12:23that the email section just popped up here because now we have campaigns that included email in them.
00:12:29So these will auto populate based on what you have selected. Again, go here if you want to switch to a
00:12:34different client. And then another section that I want you guys to be aware of is when you hit this
00:12:41dashboards on the left-hand nav here, if you have any client dashboards, this is where you'll be able to
00:12:50find them. So Jen has one for Dane Decor and one for Sky Zone. So in order to find those client dashboards
00:12:56that your clients have access to, you'll just hit this dashboards button and that's where you'll be able
00:13:01to get to those. And that is really your tap clicks access in a nutshell. Um, so some of you just have
00:13:10this one digital direct reporting dashboard where you'll be able to do everything we just looked at.
00:13:16Some of you have some client dashboards available to you as well. Um, Steve and Kara and Jessica and
00:13:23Clint, you have nothing in there since you don't have campaigns yet, but as soon as you do,
00:13:27we'll start to see your data flow through. So now that we have access to this, well, uh, will it be
00:13:35our responsibility to generate these monthly for our clients? Let's switch back to the deck.
00:13:42We'll cover off on that. All right. Give a quick shout out to this is awesome. Yeah. I think I've been
00:13:49a thorn in Carly and Rachel's side, uh, for about, uh, three, four or five months asking for this. And
00:13:56well worth it. Uh, just, this is going to really help, you know, when you're on the road and going
00:14:01to see a client that you can pull that, the drop of a dime is so cool. So thank you all.
00:14:07Yeah. A lot of work went into this from a bunch of the team members. So super appreciative for all
00:14:13the thought that was put into the dashboard and everyone's access. We're excited to get it in your
00:14:17hands. We appreciate it sincerely. Thank you. Absolutely. Great. Cool. All right. So let's talk
00:14:24through some rules of engagement. We did mention this already, but just to reiterate the data
00:14:29updates once a day, it's typically around six to 8 AM in that window early on in the day. So when you
00:14:36go back to look at it at three o'clock in the afternoon, it's not going to look any different
00:14:40than when you first logged in first thing in the morning. So it updates once a day in the morning,
00:14:45um, turnaround time for new clients to be added is three business days after your campaign launches.
00:14:52So give us a few days. It is a manual process for us to add your clients into tap clicks to give you
00:14:58that access. So give us three days to get that in there for you. If you need a client dashboard,
00:15:04those are still by request right now. And we need five business days post launch to get those built
00:15:09for you. Um, we also, so just so you know, we pay tap clicks based on the number of active clients
00:15:18in the system. So we have a process where we will keep it active for one month after the campaign
00:15:24has ended. You have one month to get a renewal. If they don't renew within a month, it's going to be
00:15:30deactivated from tap clicks and you won't have it in your dashboard anymore. Is there a process where
00:15:36we would be told that it's coming down? So maybe we could grab that final report and just save the PDF.
00:15:41So, um, Steph set up those notifications for you guys to get a two week in advance. I think it is
00:15:49notice from monday.com based on the end date that's in there. Wonderful. Things for you. Yeah. I would
00:15:55just suggest to the team then if it's not going to be renewal, uh, for any reason, grab that last report,
00:16:02save it as a PDF in your own hard drive. So that way you have access to it. Yeah.
00:16:08A question after that does go down. Is that sunsetted? Meaning let's say we have a client
00:16:12that typically advertises tax season because they're accounting and then next year they come
00:16:17back. Do we have year over year or is that data sunsetted? Um, you know what? I remember asking
00:16:24that when we first got our tap clicks access and I can't quite remember. I think there's a window there
00:16:29where we'll still have access to it for up to X amount of time and then it expires. So let me follow
00:16:35up on that and get you some clarification. Thank you. Yeah. Okay. Um, another thing I want to
00:16:44reiterate is please, please, please don't show competitive data to your clients. I mean, this
00:16:50is obvious and I know I don't have to say it, but I'm still going to say it. Don't show competitive
00:16:54data. Now that you have this at your fingertips, you're only going to have access to your own
00:16:58clients. So obviously it's in your own best interest to not show competitive data amongst your
00:17:03own book of clients, but just saying, um, if you do need an example of a dashboard, we
00:17:10on the AdOps team have the ability to populate demo data into a dashboard. So it won't have
00:17:15any client names. The data is all fake. It's, it's just for illustrative purposes to show
00:17:21we could build you a dashboard that includes these data points. So if you need that, please
00:17:26let us know. Don't show your client's data to your other clients or prospects. Um, regarding
00:17:33the recaps, like Tag was asking. So we are still happy to provide you with monthly recaps. Should
00:17:39you like us to, should you like to pull them yourself now that you have this access, you
00:17:44are welcome to. But if you're going to do that, our ask is that you let Steph or Andrea
00:17:49know so that the AdOps team doesn't spend time pulling the report for you. Make sense? Cool.
00:17:57All right. If you have questions, step number one is going to be to reference your how to
00:18:03guide that you're going to be sent after this. Step number two, ask Dan, call Dan. By all
00:18:09means call Dan Deanna because he's a top click. That's amazing. I miss you when you're not around.
00:18:15If Dan doesn't know the answer, you can ask us in the team's channel, the dedicated digital
00:18:21sales questions channel, which I still need to get you guys that are new to the team access
00:18:26to that. So I'll add that to the list. Um, but that will be your third step. So please
00:18:33don't ping Stephanie with your top clicks questions. She's got enough on her plate. Ask me, ask us
00:18:39through the team's channel and we'll try to get you help. If you've already referenced the
00:18:43how to guide and ask Dan Deanna and knocked on his. I was going to say all sincerity, ask Tiger
00:18:47I because most of our questions are very high, high level on this. You know, the most of the
00:18:53times when we're going out to a client, um, we want to take a look at maybe how many conversions
00:18:59they had. Um, you know, what, what's their click through rate? Uh, certainly kiss rule. If you're
00:19:05going deep diving on a regular basis, stop, you know, uh, don't, don't, don't do that. You know,
00:19:13we want to monthly basis. Yes. Uh, but not on a regular basis, you'll drive yourself crazy
00:19:18and you won't be selling as much new as you need.
00:19:22Yep. Cool. One last point that I just want to make here, as you guys know, campaigns need some
00:19:29time to ramp up. So I know you guys are going to have this access at your fingertips. We would ask
00:19:34that you please give the campaign a minimum of three weeks before you reach out to us with any
00:19:39performance concerns, because we need to give it that time to start ramping up. So please just keep
00:19:45that in mind. I know you're going to have the access and you're going to want to make your
00:19:48campaigns as amazing as possible. So do we, but just remember to keep that ramp up time in mind,
00:19:54unless you see something, if you're in your top clicks dashboard and you see something funky,
00:19:58like regarding the setup, reach out. But if it's performance related, then hang tight for us.
00:20:04A quick question. For example, um, you know, uh, tactics, are we only showing the top 10,
00:20:14for example, keywords? Are you only showing the top 10 interactive keywords? So we can't look at
00:20:18the complete deck or is the complete deck available? That's a great point. I wanted to show you guys
00:20:23this as well, and I missed it. I'm glad you asked that. So, um, the records in here are paginated.
00:20:29So on the exports, it will show the top 10. Everything is filtered to top 10. But if you
00:20:35want to keep looking, all you have to do is hit this little next button and you can navigate through
00:20:40all the pages. It's awesome. See the data, but it's not going to export everything. Make sense?
00:20:49Wonderful. Excellent. All right. So that is tap clicks. Any final questions on tap clicks at the moment?
00:20:57Okay. Let's move on. Next is pixels and conversion tracking. So I'm going to pass the mic over to
00:21:07Steph on this next slide. Hello. How is everyone? Hello, Steph. All right. Well, uh, so I know that
00:21:17a few of us have had some, uh, run-ins with site pixels and getting those taken care of with clients
00:21:24and, uh, Jake could probably vouch for me here, but button pixels are also a big, uh,
00:21:30PETA call it, um, for what we're working with. But what I wanted to do, especially for some of our
00:21:36new faces is kind of go over the difference between a site pixel and a conversion pixel or what we call
00:21:41button pixel. So a site pixel, when you guys are going in and you're giving your pitches and you
00:21:47guys are selling site retargeting, this is the pixel that we're talking about. So when I send one to your
00:21:52clients and I give the pixel placement instructions, this is what we're referring to. It's a little
00:21:56snippet of code that goes in the head, in between the head tags, which there's an image right here that
00:22:02Carly has. Um, it's, you know, the little arrows head and then backslash to, to close the tag.
00:22:08Um, so basically what that does is it, it's put into a universal place, whether that's the header
00:22:14or the footer, and it basically collects an audience. So if I were to visit, you know,
00:22:19my treeservice.com and it's placed in a universal place, then I will be collected in that audience.
00:22:25And then I will be able to be site retargeted, right? So if, if you put it on, uh, and not a
00:22:31universal area, so it's just placed on one page, it's placed in the body of the page. Um, it's only
00:22:37going to collect an audience for that specific page, like URL. Does that make sense?
00:22:44Is everybody following me? If you're just nodding and, and not really getting it, please let me
00:22:50know because I want us to, to be on the same page for this. There will be a quiz, a pop quiz.
00:22:58Obviously. Okay. So everyone's with me. Okay. So site pixel is for site retargeting. It goes
00:23:03in a universal place. It's usually if you've got a developer or your client has a developer,
00:23:08it's super easy for them to place. It's just a copy and paste in the header or the footer.
00:23:13Cool. Okay. So a conversion pixel or a button pixel, uh, it's interchangeable. Sometimes we
00:23:20kind of call it two different, you know, I had button tag, conversion tag, you know, there's
00:23:25a variety of different names that we call it, but basically what that is, is a snippet of
00:23:28code that goes on a specific button. So if you were to go to, you know, your, your roofing
00:23:34contractors website, and there's a form that somebody fills out and it does not take you
00:23:40to a thank you page and it doesn't change the URL that is in order to track those clicks,
00:23:46we would be able, we would have to put a button pixel on that specific button. And you'll see
00:23:52in my emails to, to your clients, it usually says it has to be placed within the firing action
00:23:56of the button. And if it's not placed correctly and, and, and it fires across, you know, all
00:24:01clicks, then we're not going to have accurate tracking. So like I've, you know, like I've
00:24:05been going over this with Jake a handful of times, I'm sorry for calling you out buddy,
00:24:10but, um, we, we've, uh, we've had some issues with it. So basically what it is, is it's,
00:24:15it's much more difficult to play. So if your client doesn't have a developer, uh, you know,
00:24:20nine times out of 10, we're not necessarily going to be able to get that place. So, uh, you
00:24:25know, if you guys are going into the pitch and setting your expectations and, you know,
00:24:28maybe ask them if they have a developer, ask them if they have somebody who has some web
00:24:32dev experience who can help them place that button, because unfortunately no one on our
00:24:36team is a developer. So we're not going to be able to place the site pixel. We're not
00:24:40going to be able to place a conversion or a button pixel, um, without there being like
00:24:44an additional charge associated with it. So, you know, if you feel like you've got a question
00:24:47and you want to see if somebody on our dev team can do it, reach out to Rachel, please. Um,
00:24:52I know that they were working on some legal stuff, but, uh, just for the sake of this
00:24:56conversation, we don't place pixels. So does that make sense? Everybody understand the button
00:25:02pixels. They're hard. That's like the, that should have been the biggest takeaway that I
00:25:09want you guys to hear is the setting expectations piece right now. If we're not setting expectations
00:25:16that you have to be able to get this pixel placed in order for us to track these conversions,
00:25:21we're shooting ourselves in the foot because if you sold the campaign based on being able to track
00:25:27conversions and then they can't get the pixel placed, we're going to be in trouble. So just
00:25:32setting those expectations up front for site retargeting, conversion tracking, you have to
00:25:37be able to place this pixel. Will there be any, um, opportunity in the near future for someone to
00:25:44actually be able to get on a call with them and make it ascertain that they actually can get the
00:25:50pixel placed? Um, because at this point, obviously we've tried to do that over email, um, not the
00:25:55most effective way. Um, and I understand everyone's pressed. So is that what's, what's the future look
00:26:01like for having someone who can actually, um, lead the way on that? Yeah. It's not even right now,
00:26:07a matter of being pressed for time. It's a matter of not having the right knowledge to be able to get
00:26:12on a phone call and guide them through it. Like Steph's not a developer. I'm not a developer. So
00:26:17we want to look educated. Um, to be perfectly honest with you, we typically lean on our vendors
00:26:22to get us the information that you receive when we're sending the clients, the instructions on
00:26:27how to place the pixel. So it's not like we're coming up with those instructions on our own
00:26:32and our vendors aren't chomping up a bit to get on calls with clients to talk about these pixels
00:26:37either. So we're talking through, we're actively having conversations about having internal dev team
00:26:43members being able to help with that as Steph kind of alluded to there. Um, we don't have a solidified
00:26:49plan yet, but we know and have expressed many, many times that this is a big pain point.
00:26:55Okay, cool. Yeah. But just for overarching knowledge, um, a client could have both pixel,
00:27:02a site pixel and a conversion pixel. Indeed. Yes. It's Dave, it's all for like, from,
00:27:11from a standpoint of what you guys talked about, if you've got KPIs that are like form fills,
00:27:15or, you know, your KPI is like, you know, if it's click through rate, then, you know,
00:27:21that's not necessarily where you would need a button pixel and it wouldn't be a dire, um,
00:27:25placement, you know, but if we're talking about form fills and that's the first thing I look at is
00:27:30the KPIs that you guys have set on the media request forms. And then I go look and if it says form
00:27:35fills, um, and I go ahead and fill out the form and make sure if there's a button pixel that's needed,
00:27:39that we get that requested and send that over to the client. But again, that goes back to what
00:27:44Carly was saying is about expectation setting. So if they don't have a developer that can place
00:27:48the pixel properly and the KPI is set at form fills and we can't get that placed again, we're just
00:27:53kind of shooting ourselves in the foot. And are we set up for the technology? If we do have both,
00:27:58uh, pixels, uh, if a conversion pixel is fired, then the site pixel necessarily gets shut off
00:28:05because there would be then no necessary need to retarget. No. So they're two different, two
00:28:10completely different pixels, right? So the site pixel is specifically on the page and a global
00:28:15head, like the header or the footer, it's just collecting an audience. And then once you visit that
00:28:19page, dropping a cookie and then retargeting you that way. So it's not tracking any clicks or
00:28:26anything like that. So the button pixel itself, if you place that on a button, you click that it fires,
00:28:32that's completely different. It has nothing to do with the site pixel. But to this point,
00:28:36um, I've actually been curious if with site retargeting, there's a way to not retarget people
00:28:42who've already converted because we're wasting impressions. So is that part of a site pixels
00:28:47duties? I don't, I don't know. So is that her? No, we can set that up. Yes. For online conversions,
00:28:54we can set up an exclusion to no longer continue to target people after they've converted.
00:29:00Nice. All right. Thank you so much for rearticulating my question. Cause that was my
00:29:06exact question. Yeah. I mean, I've been curious about this for a long time and completely forgot
00:29:09about it. So thank you for bringing it up. Okay, cool. We don't have the ability to stop targeting
00:29:16them after if it's a foot traffic conversion, if it's an offline conversion. Okay. And let me,
00:29:21let me just confirm one last thing. If we were to set that up, does that mean that the site pixel
00:29:26and the conversion pixel both need to be properly placed? Or the site pixel alone? Okay. Yes. Okay.
00:29:35Okay. Cool. Thank you. Okay. Um, this is heavy. This stuff is heavy. I'm sorry in advance, but we
00:29:44feel like it's important to cover. We want to make sure everyone understands conversion tracking as a
00:29:49whole. So bear with us. We tried to make it as simple and digestible as possible, but I know it's
00:29:55a lot of information. So ask questions along the way as you have them. Um, and I am going to hand
00:30:01it over to Erin to kick us off with talking about online conversions. Okay. So online conversions going
00:30:09based off the pixel conversation, um, um, online conversions. Oh,
00:30:21what happened there?
00:30:27Her internet can be a little spotty, so we might be having connection issues.
00:30:33Okay. I'm going to jump in for the sake of time. Erin, when you're back, flag me down.
00:30:36Um, okay. So online conversions happen when you're, the user takes an action on your advertiser's
00:30:46website that we have deemed a conversion. For example, visiting the contact page or submitting
00:30:51a form fill. You good, Erin? Oh yeah, of course that would happen right when I get on, it just shuts
00:30:57off. Okay, perfect. Back to you. Okay. So you did, sorry. Okay. So on the background,
00:31:05the first bullet. Okay. So a pixel must be placed on the back end of your client's website in order
00:31:10to track these, which is what Stephanie was just saying. Um, the pixel could be placed on
00:31:15a specific webpage such as the thank you page, or, um, it could be like a signup page that's
00:31:22almost like, thank you for signing up as the sub domain at the end. Um, on the backend, we create
00:31:28rules that allow us to differentiate between multiple conversions. Um, we can track maximum of four
00:31:34unique online conversions. Um, they're distinguished as leads, sales, signup, or other on the backend.
00:31:41And really what their name doesn't matter so much. It's more so how you tell the client like,
00:31:47okay, you had X amount of conversions to the signup page. So really that's just to differentiate it and
00:31:55break it out for you to see where people went on the site. So with that, um, we cannot implement
00:32:02online conversions for pages that are not sub domains. So contact us page is good. Um, and then
00:32:10well, tree service.com slash contact us and then tree service.com to my tree, my tree services are
00:32:19the best.com slash contact us. Thank you, Aaron. Does that make sense with that last piece? You guys,
00:32:27like if they have a redirect where it takes you to a different page, that's not going to work. Does
00:32:34that make sense? Okay. Something else I wanted to emphasize is that, um, in your tap clicks dashboards,
00:32:42we do not have online conversions broken out. So if you're tracking four different online conversions,
00:32:48you've got a form fill and the contact us page and whatever else there might be. It's not going to
00:32:55break those down for you in the dashboard for the sake of making it clean and not having it too chaotic
00:33:02in there. Also because they are labeled lead sale, signup other. And I don't expect you guys to memorize
00:33:09the way that we set those up. I think it would just cause a little bit too much confusion. So in your
00:33:14dashboard, you will be able to see how many aggregate online conversions there have been. It just won't be
00:33:21broken down by each of the different ones that we're tracking. So if you need that information,
00:33:26the AdOps team can provide that to you. Okay. Um, let's talk about view through versus click through.
00:33:36Okay. So with that, we can track our view through conversions or our click through, which will show
00:33:43up with those values like view through other view through signup. And it's really just saying that a
00:33:47view through conversion occurs when a user receives an ad and converts without clicking on the creative.
00:33:54So a user sees your client's roofing ad doesn't click, but then visits your client's roofing site
00:33:59or fills out a form for a free estimate. So then a click through conversion is it occurs when a user
00:34:08receives an ad and converts after clicking on the creative. So an example would be a user sees your
00:34:13client's ad clicks it, then fills out the form. Um, this is different from a click as the user must
00:34:20take another action after clicking on the ad in order to qualify as a conversion. So this will be
00:34:25separate when you see it in your reporting and in your dashboard and tab clicks, you'll have your
00:34:30clicks and then you'll have your click through conversions and they'll be broken out. However,
00:34:35you specify category categorizing them. So it'll be click through lead, like I said before. So it's the
00:34:42same thing. If you have a page set for under view through and click through, they're both categorized
00:34:48as the same thing. So if you have a subdomain under other, they're both going to be other for that page.
00:34:56Cool. We elaborate on this on one of the later slides, but I just want to point out like,
00:35:01this is pretty cool that we're able to do this. You guys were able to say, even though they just saw
00:35:06the ad, they didn't take any action. They didn't click on it. We still were able to track a conversion
00:35:11against them. So again, we'll elaborate on that a little bit, but this is a pretty cool thing that
00:35:15we're able to look at.
00:35:18Okay. We're going to show gears from looking at a PowerPoint deck real quick and let Anna
00:35:23do a quick demo for you to walk you through
00:35:27what this looks like in the UI. I think it'll help illustrate and give you a better sense of
00:35:32everything we just talked about. I think it's, it makes it easier to digest. So Anna, go for it.
00:35:39Anna, Anna, Anna.
00:35:44Can everyone see my screen?
00:35:46Yes, ma'am.
00:35:47Okay. So I'm just going to walk through this. So it makes a little bit more sense.
00:35:51Um, so say this is the advertisers website. This is actually a website we're currently using right now.
00:35:56Um, say they just want to do site retargeting, um, in their campaign. All we would have to do
00:36:02is put a site pixel on this website, like in a universal area, as Stephanie said, in the header
00:36:08or the footer, and that makes us, or that allows us to collect an audience. And it doesn't matter
00:36:13what page they go to, they could go to the contact page or land on the contact page, the news page,
00:36:18we would still collect them in our audience. I usually like to do the whole domain because it gives
00:36:23us more of an audience to target. Um, so say we want to have like a view through conversion.
00:36:34So we want to track everyone who goes to this page and then clicks on the contact page,
00:36:41we can set up a rule to allow us to say, okay, someone viewed or clicked on an ad,
00:36:47and then they went to the contact page. So we can do that too. That's called a view through
00:36:51conversion that we set up on the backend. Um, so say they want to go a step further and one of
00:36:57their goals are form fills. We can either, there's two ways to track a form fill. One is to see if the
00:37:06path on the URL changes. Um, so say you fill this form and it goes to a thank you page. It's a lot easier
00:37:14to use the universal pixel that's already placed. And we'll just make a rule that everyone who goes to
00:37:19the thank you page. It means they filled out a form because the form goes to the thank you page.
00:37:24And in this case, once you fill out this form, it does go to this thank you page. So we're currently
00:37:30tracking users who, um, either view viewed or clicked on an ad and then went to this, got to this thank
00:37:38page. Okay. So another way we can do this, um, um, is so this clients wanted to know how many people
00:37:56clicked on this view results button. And as you can see, this is on a vein guys slash quiz domain right
00:38:03now. So if I fill this out and click on view results, you can see that this hasn't changed.
00:38:09So there's no way for us to track it. Um, in that case, and if they really want to see how many people
00:38:17clicked on that view results button, we would need to send you guys a button pixel to place in the action
00:38:24of this view results button. So that allows us to tell everyone who actually clicked on this button.
00:38:32It sparks a reaction. So that's how we, that's why we need button pixels. If the path doesn't change,
00:38:40then there's no way for us to track it unless there's a pixel in the action of the button.
00:38:46Okay. And now I'm going to show you a little bit of how we set it up. Um, this might be confusing,
00:38:52but I think it will put it all together with what Aaron said about the conversion values.
00:38:57So in my example, um, we wanted to track for, this is for wake research for, um, Atlanta is one of
00:39:05our locations and we wanted to check everyone who got to that thank you page as a conversion.
00:39:10So I set it up. I made a rule that everyone who goes to this domain and makes it to the thank you page,
00:39:16um, counts as a conversion. So I enabled these conversions and here's where you pick,
00:39:21we pick the conversion values. So as Aaron said, they don't really mean anything. Like it could be,
00:39:27we could set it as a purchase and sale, but it's really like, I don't know, people going to the
00:39:32contact page. We, this is just how we differentiate the conversions. So, um, enabling this allows us to
00:39:41not only track everyone who goes to the page, but like associate a conversion with our campaign. So
00:39:47they have to view or click on an ad to be recorded as a conversion.
00:39:54And then the site retargeting would just look like this is the domain and we're just targeting
00:40:01everyone who goes to the domain. No conversion values are selected.
00:40:06Does this help seeing these examples guys and seeing how it's set up in the system?
00:40:15Does it make sense? Is everyone, are everyone's eyes glossed over?
00:40:18I tried to be as simple as possible, but I feel like a real life version of showing you where we get
00:40:26conversions, um, would help you guys more. Does that make sense?
00:40:31Yeah, no, I think she's showing us, uh, taking this through, makes it real,
00:40:37uh, helps us give, give us a real understanding of it. Is this one of our, is this one of our, uh,
00:40:43clients now? Yeah, this is, um, sweet. Atlanta weight research. I want to, I want to jump in.
00:40:52Cause, uh, guys, so like, I know that you guys are, are always, you know, we, we do site
00:40:56retargeting a lot and we do button pixels a lot and we talk and we go back and forth about them all the time.
00:41:01So like what Anna has up here, if you wanted to test this, like, say you're going into a meeting
00:41:07or you're walking out of a meeting, you can, you have the ability to do this all yourself on your
00:41:12phone, on your, you know, desktop, whatever, whenever you get home. So like when you see
00:41:16mountain, uh, can you click over to the left tab, Anna of what you're at? So like, this is your
00:41:22mountain Vernon clinical page, right? So here's the contact page. And then from there, what you can do,
00:41:27you can, I do this all the time. I submit test forms. I'm sure all your clients get like these
00:41:31random forms where I just type in test test at test.com and just like, go ahead and fill them
00:41:36out to see if it goes to a thank you page. So then when Anna gets to the paid clinical
00:41:41site or, you know, the thank you page, you are able to physically test that and say, Hey, okay,
00:41:46this went to a separate sub domain. I know that if I can get them to place a site retargeting pixel,
00:41:51that I can have the team set up a conversion value for that URL, right? That's going to be
00:41:56super easy for them if they have a developer. Now, if you fill out that form and it takes you
00:42:01absolutely nowhere, you know, right off the cuff, if they want to track clicks for that,
00:42:05that they need a button pixel. Does that make sense?
00:42:07Didn't we, um, Steph, didn't we run into with the AACC with Scott's campaign,
00:42:12where he couldn't because it, it took to a different page. Wasn't that the scenario that you're
00:42:18talking about? No. So that's a completely different scenario where it goes. Yeah. So
00:42:22where it goes to a completely separate main URL. And so like, instead of it going from
00:42:29mountverningclinical.com to mountverningclinical.com slash contact, it went from mountverningclinical.com to
00:42:36westvirginiaclinical.com. Yeah, that was one of the thumbs down scenarios. Yes, exactly.
00:42:41That's what I was saying. That was a thumbs down scenario. Exactly. So I'm following, I'm following.
00:42:49Yeah, this is super helpful stuff. Can't say I'll test it properly every time, but it's helpful.
00:42:55Well, I, I just think it's a good thing that if you, if you know, like you walked into a meeting
00:42:59and these guys are like, you know, bootstrapping left and right and have no web dev experience,
00:43:04no developer, just see if you can pitch a site retargeting pixel. And I mean, that's like
00:43:10the easiest we can do, but a button pixel just probably ain't gonna cut it.
00:43:16Yeah, I give, we try to get instructions from our venue vendors. But there's only so much we can do,
00:43:23like, even our vendors can only check if it's firing, and they can check with their developers. But
00:43:30if we're providing the code and everything and trying to help through the process, and they still
00:43:35can't place it, then they're probably not going to be able to place it. And we have to move on with
00:43:40just site retargeting. But, and just see if there's any view through, through conversions we can do,
00:43:46like go to the contact page if that changes, things like that.
00:43:51Awesome. Thank you so much, Anna. And thank you, Steph. That was a super good example of how,
00:43:56please, please, please check your forms, check these pages, check your advertiser sites. It would be so
00:44:01helpful if you guys took that extra step and took a look at that, first and foremost, to see what
00:44:07we're walking into. Okay, we are, I'm, I feel like we're pressed for time, so I might shift the media
00:44:15request form review to a separate meeting, just as a heads up. Let's keep going with offline conversions.
00:44:22Back to Erin.
00:44:23Okay, so offline conversions are also known as foot traffic conversions or in-store conversions.
00:44:33They occur when a user is served your ad and then visits the campaign's conversion zone,
00:44:38so typically that's the business's physical location. Offline conversions can be tracked through
00:44:45the geofencing and addressable geofencing tactics. And the conversion zone must be provided in the media
00:44:52request form. So that's when you fill out all your geofences and at the top it says conversion zone,
00:44:58so you'll give us the location and we kind of just draw a little fence around it. A pixel does not
00:45:04need to be placed in order to track offline conversions, but the conversion zone does.
00:45:10So you can track view through and click through conversions for both online and offline, but for
00:45:18offline conversions, they're called visits. So there'll be view through visits and click through
00:45:23visits. For online conversions, you will see in your dashboard as view through conversions online
00:45:29and click through conversions online. So why do we care about this? Well, because we can show that
00:45:36clicks aren't the only indicator of success. Driving brand awareness can often lead people to take an action
00:45:42after they've been served the ad rather than in the moment, as your client's brand is now top of mind
00:45:48simply by advertising. Yeah, so that's kind of honing in more on what I was alluding to previously about
00:45:55the why. We're talking about view through versus click through and online versus offline. So why do we care
00:46:01about view through versus click through in particular? I would say that we can use that as a talking point that
00:46:08clicks are not the only indicator of success. They may have just seen the ad and they still went on to take
00:46:14an action afterward. So put that in your back pocket.
00:46:20Cool. I'm confused.
00:46:23Anyone? Okay. Let's add it all together.
00:46:29Take it, Erin. All right. So weighted actions, which are another value that you'll see in your dashboard or your reporting,
00:46:37it's the sum of offline conversions plus online conversions. So it's pretty much any and all
00:46:43actions that were taken aside from your clicks. So your view throughs, your click throughs, visits,
00:46:51all of that is just all added up to one number. So you're going to see all three of these components
00:46:58in your dashboard when you have all three, all of them for a campaign. So if you have a campaign that's
00:47:05tracking both online conversions and foot traffic attribution, you'll see both of those widgets
00:47:10there in your dashboard, the online conversions and the offline conversions. And when you add up
00:47:15everything that you see in those widgets, it's going to equal your weighted actions number
00:47:20that's in that top KPIs section in your dashboard. Is everyone following on conversions and weighted
00:47:27actions, the view through versus click through and all of this information? Any questions about this stuff?
00:47:33No, this is very helpful. Thank you.
00:47:37Cool. Can we get a copy of this?
00:47:39A hundred percent. Absolutely. Okay. I'm going to touch on optimization quick. So I wanted to make
00:47:48sure that you guys know there are some optimizations that our AdOps team automatically does on the
00:47:54backend to make sure that your campaign is running as smoothly and efficiently as possible. And then
00:47:59there are some other optimizations where we're not going to automatically do it for a variety of
00:48:05reasons. So I wanted to talk through kind of what falls into each of those categories so that you
00:48:09guys are aware. Some optimizations that we automatically make include blacklisting domains,
00:48:16reallocating budget. If a tactic is performing better than another, we can shift spend around across
00:48:24the tactics. Caveat there is that it needs to be same CPM tactics. So if you're doing display and OTT,
00:48:32we're not going to shift budget over to OTT because the cost is different. We'll change keyword bids.
00:48:37We'll remove poor performing categories. We'll adjust frequency caps. We'll adjust day parting.
00:48:43And occasionally we'll increase bids as needed. So those are kind of the auto optimizations that
00:48:50we're making on the backend. No questions asked. Optimizations that require approval would be things like
00:48:58adding or removing geofence locations. We don't necessarily have all the context. So you might
00:49:04have sold your campaign to the client saying, I can geofence the Super Bowl for you. And they were like,
00:49:10if you can do that, I'll sign this. So we don't want to remove that geofence without your permission
00:49:16because we don't know how it was positioned to the client. So if you see geofences that are
00:49:21underperforming and you're okay with them being removed, please let us know and we'll make that
00:49:26optimization or we'll make the recommendation to you. But just know that that's not one that we
00:49:31automatically do. Same with adjusting the geo-targeting. Of course, typically most clients are
00:49:38pretty particular about those parameters. They want to ensure that we're only geo-targeting the area
00:49:43around their business. So we won't do that without your approval. We won't change audience criteria.
00:49:49If we're addressable geo-fencing veterans 18 to 35, we're not going to expand the age to 50 without
00:49:57your approval. Stuff like that. Obviously changing creative or, as I was alluding to, reallocating
00:50:04budget across tactics with varying CPMs. We're not going to do that because your SO is reflective of
00:50:11those different tactics with the different CPMs. If for the reallocation across tactics with the same
00:50:20CPM or, for example, frequency caps, I know some clients can be a little bit more particular about
00:50:25that. If there are any optimizations in that top section that you don't want us to make without
00:50:31your approval, please call this out in the media request form so that we can let the AdOps team know
00:50:36to refrain from those. I have a couple of questions. What is our typical frequency cap?
00:50:44Anna, Erin? We start with four per 24 hours. Sometimes we'll do six per 12 hours, but yeah,
00:50:55it kind of just depends. And then also you can change that up and down based on how the campaign's
00:51:00performing. And then after four per 24, it stops at what, like 17 or? We usually do six per 12 or
00:51:10Carly, you're shaking your head now. It doesn't cap. So it's four per 24 and we only have the ability
00:51:16to set it at 24 hour increments. We can't set an overall frequency cap for the entire duration of
00:51:23the campaign, unfortunately. Gotcha. Yeah. And then, um, this is super detailed, but, um, could
00:51:33we ship, um, impressions to mobile sizes versus the other sizes? Because, um, I, I, but after looking
00:51:42at reports, I know that obviously mobile performs extremely well and I'm sure that's the case across
00:51:46all categories. So would there be an opportunity to, um, um, in either of these automatic or for
00:51:53approval, um, to shift impressions to mobile sizes, um, if it's going to significantly impact
00:51:58the click-through rate? We do have that ability. Yes. Okay. Okay. Cool. And is that a suggested thing
00:52:08to do or? So it has its pluses and minuses. Um, typically mobile is already the heaviest in terms
00:52:15of where we deliver anyway. So, um, I wouldn't be super concerned about that hindering delivery
00:52:22if we were to shift more impressions towards that, but it's on a case by case basis. I would say we
00:52:28would just want to look at everything available to us and the performance. Okay. Cool. Any other
00:52:35thoughts or questions around optimizations? Okay. We have five minutes. This flew by. We'll try to be
00:52:43quick through these next slides. Steph, kick it off with renewals. Hey, I think this one will be short
00:52:48and quick. Obviously, like Carly said, we want you guys to get those renewals so we don't have to take
00:52:53them out of tap clicks. Um, but I would definitely say if you guys could treat these as new campaigns
00:52:59across the board, that'll just make it easier on us. There won't be, there won't always be one of me.
00:53:04Um, and so I want to have that information collected all in the same place. I want to stay consistent.
00:53:08So just fill out the new client onboarding form. We always need an up-to-date sales order. So put
00:53:13that in there. Cause I don't have your new flight dates. Uh, if your contract length changes, whether
00:53:18it went from five months to three months, and then you, if you have it, the signed proposal
00:53:23and the contract, I know your clients like to make notes on that. Um, so if you have that,
00:53:27please put that in there. And then if the tactics and or the budget are changing, please,
00:53:31please, please fill out a media request form because I, I use that information to clarify it
00:53:36with you to clarify it with the pods, right? So Anna and Aaron. So if it's got, you know,
00:53:40it started out at 1250 a month for audience extension and $300 a month for OTT CTV, uh,
00:53:48like, and then that switched after the renewal, I need to know. Um, so just fill out the media
00:53:53request form. It'll just make it easier on me. It'll make it easier on you guys and it'll run a lot
00:53:57smoother. Um, the other piece that I want to touch on is creative. If we're renewing and we're just going
00:54:02straight through and nothing's changed, please let me know if we need to update the creative or not.
00:54:07Otherwise I will leave it as is, and we'll just run with the creative that we've been running.
00:54:11So, um, like I said, the details, details, details. So if you guys have it, let me know and I will make
00:54:17it happen. Cool. Yep. Strategy shifts. You guys are going to hear a lot of my voice. Um, I'm so sorry for
00:54:27that. I, uh, mid campaign strategy shifts. This is like a huge one for me. I know that things happen
00:54:33in the middle of the campaign. Um, if, if you guys have things like that happen and a client's
00:54:39requesting certain things, if you can provide me again with as much detail as possible, that'll
00:54:44again, make things run super smoothly. Um, I, if, if let's just say a client is running audience
00:54:51extension display and then in the middle of October wants to add OTT, that's something where
00:54:59I'm going to need a revised sales order. I'm going to need a revised media request form. Um,
00:55:03you know, these are, these are big strategy shifts, uh, that I have to convey over to Anna and Aaron,
00:55:08and I have to give them as much detail as possible. So anything that you can give me more is better.
00:55:13Um, I know we have a couple of clients who do promotions, deals, specials, um, you know,
00:55:20something that I like to touch on is if you've got a promotion, like when's the end date, right? So
00:55:26usually a promotion, a special, a deal, it ends on a certain day. If we're flighting that, like,
00:55:31let's say it flights from January 1st to January 31st, we can't go on January 31st and say,
00:55:37Oh crap, it just ended. I need some other creative because you know, Anna and Aaron are going to turn
00:55:43those off if it ends on the 31st, right? So my, my point there is we need to have something in the
00:55:49works prior to that. So these are things that I just kind of want shifting through your head. Um,
00:55:53as you're going through these mid campaign changes with your clients and things like that. Um, again,
00:55:59these are all case by case basis. So you guys can look at them and tell me, you know, what you're
00:56:04thinking or whatever, but every campaign is so different. You know, Skyzone wants to run a couple of
00:56:08demos for a couple of weeks and an apartment complex only has a deal for a month.
00:56:13So these are things that I just want you guys to approach with as much detail as possible when
00:56:18we're going through these and anything that you can get me as quickly as you can get it. Again,
00:56:22that gives our creative team more time to adjust and make tweaks. If we need to, that gives Anna and
00:56:28Aaron more time to set up, whether that's adding geo fences, if you want budget allocations, I mean,
00:56:33everything. So this, this slide could have gone on for days. Um, but my whole overarching point for
00:56:40the mid campaign strategy changes is details, details, details. So please approach those with
00:56:46as much detail and thought as you possibly can. Um, and reach out to me if you have any questions,
00:56:51I'm just going to go ahead and reiterate them back to you so that when I send them to Anna and
00:56:55Aaron, that we are all aligned and we've got it all buttoned up. Does anybody have any questions
00:57:00about this? Yeah. And what question? Of course I was like, um, I know on renewals, like I think,
00:57:08I feel like it was a few calls ago. I had asked that specific question and said, Hey, if we're just
00:57:12like re-upping the thing we've been doing for six months, can I just send you an email? And you had
00:57:16said yes, but I'm assuming you're finding out that may be too difficult. So we have to redo the whole
00:57:22process. You know what I'm referring to? A couple of mine have literally do right. Yeah. And, and the
00:57:29reason for that and is, is that I want to remain consistent going forward. Again, there's not going
00:57:33to always be one of me. So I want to be able to have it all in one spot so that if I were to fall
00:57:39off a cliff, um, or push myself off that, um, no, I'm kidding. That is all in Monday. Right. So that
00:57:45if I go on vacation for a week that Carly can take all that information and do something with it,
00:57:50or, uh, Stephanie 2.0 can do something with it. So the reason why I'm doing that is just for
00:57:54organizational purposes. Okay. Totally fine. Just can I make a suggestion then? Don't fall off a
00:58:00cliff. That Stephanie is definitely a suggestion. So on, on, on the Monday fill out form, can we have
00:58:08a toggle where it's new business versus renewal? And if it is renewal, we have those key data points
00:58:13that you would like to know because me as a sales rep, I forget sometimes, you know what I mean?
00:58:18Unfortunately. So if we could have that, and then if it's a renewal, it defaults to,
00:58:22um, you know, creative the same, you know, um, you know, you know, AE and SEO, the same, et cetera.
00:58:29Yeah. That's a great idea. Yeah. Cause there's more pressure when it's like brand new versus like,
00:58:34Oh, we've literally been doing the same thing for six months and we just want to keep doing it.
00:58:38You know? Yeah. No, I like that a lot. Um, I'll look into it and then I'll hit you guys up if that,
00:58:43whenever that changes. So like I said,
00:58:48I have a great idea. Why do you have the best ideas? Are you making excuses or what's that?
00:58:57I don't remember processes, right? We got this day, but that was a great suggestion.
00:59:02Thank you very much. We're very proud of days.
00:59:05All right. It's three Oh one. I'm going to keep going just through these last couple of slides.
00:59:16If you have time to stay, please do. If not, we're still recording. We're going to reschedule
00:59:21the media request form refresher for a different time, but I'm going to get through the rest of
00:59:26this and whomever can stick around. Do so. If you can't no hard feelings. Okay. Creative Stephanie
00:59:35again. So, um, this is a, I left this blank and I probably should have done the other one that's
00:59:42blank as well, because there's just so many things that we could talk about. Um, but creative,
00:59:46I think we've all had our struggles with this over the past couple of weeks. And the reason why I
00:59:51wanted to touch on it is because I'm leaning on you guys from this pre-sale side of things.
00:59:56Um, when you guys are having your initial discussions to, to certainly set the expectations
01:00:02coming into this so that, you know, our creative team is not thrown off. I'm not thrown off
01:00:07again, just going to harp on that, but details, details, details. So if you have a conversation
01:00:13with your client in the pre-sale phase or the, you know, you're pitching your prospect, whatever
01:00:17it is, if you have a conversation that revolves around creative, whether that's, you know, making
01:00:25it look like a certain flyer, they want certain imagery, they want certain copy, please, please,
01:00:29please, please, please, please tell me. Um, I've been trying really hard to read minds,
01:00:34but I still can't do it. So I don't know what I don't know. So if you can put that information
01:00:40in the new client onboarding form, send it to me in an email, put it in the media request
01:00:44form. Anywhere is better than nowhere. Um, uh, another thing that I wanted to touch on
01:00:50is, uh, you know, Dan always harps on kiss. I think keeping it simple is something that
01:00:54if you guys have that conversation, we are, I'm going to go ahead and tell you, if you
01:00:58put the client's address, the client's phone number, the client's website and their specials
01:01:03all on one ad, it's going to be busy as hell. It's going to be super busy. It, you know, I
01:01:09can't say that it directly affects the performance without any data behind it, but I'm going to
01:01:13guarantee you that it probably does. Um, once it gets that small, you can't read it, right?
01:01:18So you're looking at a 300 by 50 canvas on a mobile ad, you know, on a mobile size, you can't
01:01:24read squat on that. So as little copy as we possibly can get is the better. Um, again, I would
01:01:31go ahead and say, uh, we just updated the creative profile form to make that a little more detailed.
01:01:37Um, I'm sure nine, nine out of you are familiar with that. Uh, so some of the new people haven't
01:01:43seen the form yet, but, uh, we just updated it. It's a, just remind them it's a great place
01:01:49to put copy points, um, suggestions, specials, anything. So more is always better. Um, I would
01:01:56say, yeah, more direction is better than less or not at all. So I'll leave you guys with
01:02:02that, but let's just make sure we're setting those expectations and harping on the turnaround
01:02:06time. It's three days for a creative proof. Um, and then usually they can do it anywhere from,
01:02:12you know, one or two business days to finish out the, uh, the whole set, but three business
01:02:17days for a proof. And I think that's it, but yeah, imagery, give it to me. Otherwise I'm
01:02:27going to go find it and, uh, you know, or the creative team's going to find it and we don't
01:02:30know what they're thinking. So that's all I got. Cool. Any questions on creative?
01:02:35All right. We will reschedule that and some process reminders stuff. Kind of just touched
01:02:43on it, but turnaround times three business days for a new campaign launch three business
01:02:48days for a creative proof. Please, please, please try your best to give us a minimum of
01:02:53two weeks to get a new campaign launch guys. I beg you please two weeks minimum. We need
01:02:58it. Um, business hours, you know, Stephanie Andrews works from sunup to sundown. She's on
01:03:0512 hours a day minimum, but we do still have business hours, which are eight 30 to five
01:03:1030. I get a little anxious when I wake up to a seven 30 AM teams message from Dan Deanna.
01:03:16I'm just going to say that, which happened to me yesterday. So, you know, if you could
01:03:22maybe like, let us get up, get our coffee, roll out of bed, give us to like eight 45, maybe
01:03:28I promise we'll get to you, but please, I know, I know you guys work your asses off too
01:03:33and are working well past business hours, but if you could just try your best to, to
01:03:38keep that in mind, we would appreciate it. Meeting agendas and internal pre-calls. So
01:03:43for client calls, um, our number one goal is to make sure that we easily look as buttoned
01:03:50up as possible. So if we're getting on a client call, I would say nine times out of 10, it's
01:03:57going to be in our best interest to hop on a 10, 15 minute call beforehand, before we
01:04:02talk to the client to make sure that the sales team and client success and whomever else is
01:04:07involved is all aligned going into the call. We look buttoned up. We're on the same page
01:04:12with the client. Um, it's really important to, to have meeting agendas for these client
01:04:17calls. If we get blindsided and aren't prepared to speak to whatever might come up again, it makes
01:04:24us look bad. So whatever you guys can do to push, to get those agendas. I know clients
01:04:29just say, Hey, can we hop on a call and don't give you any context? I totally get it. But
01:04:33as much and as frequently as you can, that would be super helpful. Again, just in our best interest
01:04:38to look good, look buttoned up, look polished. Um, and then the new client onboarding form stuff
01:04:45already touched on it, but it's been very much hit or miss in terms of receiving that for
01:04:50your new clients. So please, please, please do not send your new client information via
01:04:55email to Stephanie. You have to submit the new client onboarding form through the monday.com
01:04:59form fill. Any questions on any of that?
01:05:06Okay. Lastly, if anyone wants to stick around, um, we have a preview of the advisor decks that
01:05:15your proposals are going to start coming to you in. So I want you guys to be able to see
01:05:21what's coming down the pipe very quickly. We're finally in a good spot. We're going to have a tiger
01:05:26team where some of you are going to be involved and helping to test the platform while we're still
01:05:31working through all the kinks. Um, so wanted to share with you guys what that looks like so that
01:05:36you know what to anticipate as we work through the transition to this new template. So I'm going to have
01:05:42Sam share her screen and show you guys for whomever is able to stick around for this part.
01:05:50And step back real quick and just talk about what advisor is. Cause I don't know if everybody
01:05:56is familiar with all of what advisor is. So yeah, advisor is a platform that gives kind of puts
01:06:06in your hands, the opportunity to create a proposal. Um, we have built in within the platform,
01:06:14um, an opportunity to kind of have essentially two tracks to build a proposal. So we've used our
01:06:21algorithms, our team's knowledge, Sam and Blair who do the proposals for you have had a hand and
01:06:27kind of us helping out, helping what the algorithms and what the suggestion will be for the campaign
01:06:33that it'll spit out to you. And then you also have the ability to create your own custom campaign.
01:06:38We do have some things that will be filled within the system. So we'll still need to get some pre-sale
01:06:44items, but it's nice because there's a support button within the feature within the platform that you can
01:06:50get support. Um, and kind of, you can essentially put together a proposal with your client and get
01:06:57things out a little bit quicker. So I think it's going to be a really great tool. This is brand new
01:07:02to all of us. Um, so keep that in mind, the group that is helping us test. Um, you guys keep that in
01:07:09mind too, right? Um, any feedback you have is awesome. This isn't going to be a perfect platform
01:07:14when we launch it, but with your feedback, I know we can get it to a place that it'll be really valuable
01:07:19for you. Thanks Rachel. No problem. Thanks. Alrighty. So, um, here is an example of the advisor proposal.
01:07:31Again, like Rachel mentioned, we kind of fill out this information and that's how it spits out all
01:07:36this stuff into a proposal for you guys. Um, I'm just going to go through it actually in the system
01:07:42right now, but you can export it in a PDF, a PowerPoint, or just images. Um, but we are still working through a
01:07:49couple of little formatting issues. So it's just going to look the best in here right now. Um, so
01:07:54here is the title slide. Again, just a little sample. Sammy G's Tavern has the flight dates. Again,
01:08:00we'll add the client's logo right there. A slide that says Y Beasley. And then, um, here is our goals
01:08:10and strategy slide. So again, like you'll notice up here, you'll are able to select the primary goal.
01:08:18So that's where that information is fitting out right here, the flight dates, and then, um, what
01:08:25products we are going to allocate. And it's kind of cool because it actually shows the different
01:08:29percentages of how we're going to allocate, um, the target market. And then it's a nice little visual
01:08:34there that shows you where they are going to target. Um, and then it gets into all of our
01:08:40one-sheeters for each of the products that we're proposing, like you guys are used to. It's pretty
01:08:45much all the same information, just kind of laid out a little bit differently. As we scroll through these.
01:08:52Email. Okay. And then we get to the investment summary slide. So again, you know, typically on our
01:09:09current proposals right now, we're not right off the bat saying, okay, we want you to spend $5,000 a
01:09:14month. We want you to go through the proposal, um, explain the different products and services that
01:09:19we offer and then show them on the investment side, like we're used to doing. So here it takes
01:09:24away the percentages and it actually breaks it out monthly and the monthly cost. And then this was
01:09:29for a six month campaign. So it has that total budget right there. And then kind of reiterates
01:09:34everything that was on that goals and strategies slide.
01:09:39And then here is the campaign detail slide where it breaks out the different quantities.
01:09:45Like I mentioned earlier, we're still kind of working through some of these formatting kinks.
01:09:49So I know this doesn't look the best right now. Um, but again, it shows you all the different
01:09:54impressions, the budgets line by lines, the flat fees, you know, for an email creative fee,
01:09:59we have to add in that one 50. Um, and then the total for that six months right there.
01:10:05And then there is going to be a thank you slide. It is not going to have my face on it. It doesn't
01:10:10even need to have your face on it either. That is also something that we can change up as well.
01:10:15And then it'll have all your contact information right here. You can add in your phone number,
01:10:19email address, your title, the whole shebang. So this is just kind of like a high level right now.
01:10:26Again, we're still working through some things, but it's just nice because you'll just be able to
01:10:31kind of put all your information in this area right here. And then it just spits out these nice
01:10:36looking presentations for you.
01:10:37I have a question, Sam. Yes. On the investment slides, if you, if you change them within here,
01:10:45or do you have to go back to advisor to change it? And will it change? Will it like,
01:10:48it'll automatically update. You can't like automatically do it in there.
01:10:52So you can, um, you'll see if you double click in here, not in this, but if you export it as a
01:10:58PowerPoint, you can actually come in here and edit stuff. And then if you do it in advisor,
01:11:03yeah, it'll advisor. It doesn't work in that direction. Yeah. Yeah. Oh yeah, exactly. Because
01:11:09you have that already downloaded as a PowerPoint. So it's not speaking to the UI at that point.
01:11:14Got it. Are you guys excited for this? Does it look good? Do you like the look of it? Any feedback?
01:11:21Absolutely. You know, great job. I have a suggestion slash recommendation. I guess I'm full of them
01:11:27today. Um, today. What's that? I just said today. Could we have the ability? Could we,
01:11:39it's an old school of thought when, when I was in school many years ago that the client wants to see
01:11:43their logo three to five times. So is there ability when we're creating this in advisor to have us
01:11:49upload the client's logo? Like she has Sammy G's on the first page. And then on, depending on the
01:11:56tactics, have that logo placed in there during, especially on the, um, on the deal page, but
01:12:02you know, throughout the presentation, just because that it's that subliminal thing that this is designed
01:12:07for them, uh, without telling him it's designed for them. So, um, just a suggestion. Yeah, I'm sure we
01:12:13can get that out because I know on our current, um, proposals, we actually have the logo on the last
01:12:19page too. So yeah, that's just a simple formatting thing. Um, and then maybe we can get it added,
01:12:25like on this investment slide somewhere where it would make sense, maybe like down here or something.
01:12:31Cool. Good suggestion. I like the subliminal cues there, Dave. Anyone else have anything?
01:12:38Okay, cool. Thank you. I'm so sorry that we were a little bit too ambitious with the agenda. I knew
01:12:44it was going to be packed. I appreciate those of you who were able to stick it out for an extra 15
01:12:48minutes with us. I'm going to follow up with this deck for you guys to have to reference for
01:12:54everything we went through. I'll send you the recording of this meeting and I will also follow
01:12:58up with your login and how to document for tap clicks. If you got any questions, let us know.
01:13:05Hey, we can't thank you all enough. This is awesome stuff. Really appreciate it.
01:13:10Yeah, really. It's great. Hello. Awesome. Thanks everyone. Have a good Friday.
01:13:14Okay. Tomorrow. Thank you. Tomorrow. Bye.
01:13:17Have a good time for sales.
01:13:27Bye.
01:13:28Bye.
01:13:28Bye.
01:13:34Bye.
01:13:36Bye.
01:13:38Bye.
01:13:41Bye.
01:13:42Bye.
01:13:43Bye.
01:13:43Bye.
01:13:43Bye.
01:13:43Bye.
01:13:44Bye.