- 5 years ago
Media Request Form Training
Category
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FunTranscript
00:00:00rough okay um so apologies again that we ran over a little bit last we didn't get to this part of
00:00:09the call but we want to talk through the media request form um we have made some updates to it
00:00:17that we wanted to walk you guys through and additionally just do some refreshers on a few
00:00:22things as well so Steph is going to share her screen and we'll have the team walk you through
00:00:29each of those tabs we'll go ahead and get started
00:00:32all right can everyone hear me all right one sec let's see
00:00:40okay is everybody seeing the media request form with a bunch of different colored tabs now
00:00:48the like green and blue purple yeah yep okay okay cool so um obviously you guys have been
00:00:57through this before it's going to look a little different we made a couple of changes
00:01:01um and just kind of detailed optimization so that when we're going forward with these we're
00:01:07catching all the details um and not having to spend too much time going back and forth with
00:01:11those campaign outlines that I send you guys um so what I kind of wanted to do was just walk through
00:01:17a blank one especially for our new team members so like Clint and um Kara I think Kara was on here
00:01:22but either way I want to walk through this like from start to finish so um obviously you guys know
00:01:30I'm going to use Jen just because that's an easy name um so you guys will put in your name here
00:01:37the advertiser's name so we'll do tropical smoothie cafe just because they have fun ads um and then from
00:01:45here what we did this is going to look different for a lot of you guys we have display impressions
00:01:51and then we broke it out by ott impressions and pre-roll so basically when it comes to the
00:01:57display impressions per month um we're talking specifically about these tactics search keyword
00:02:05category contextual site retargeting geofencing event targeting and addressable geofencing
00:02:11this does not include sem it does not include social it does not include email
00:02:17no other impressions are going to be included in this particular cell okay so let's just say
00:02:25with tropical smoothie cafe we sold two thousand dollars or you know one thousand dollars worth of
00:02:32display for three month minimum just because that's our our minimum so you've got three thousand
00:02:40dollars worth of a total budget for display only at a thousand dollars a month right so eighty three
00:02:47thousand three hundred and thirty three impressions per month is everyone following me at a twelve
00:02:53dollar cpm so you guys all have the cpm calculator you can throw it in if you sell it for 10.50 if you
00:02:59sell it for 11 the reason why this is so important and if you guys leave this blank i'm going to guess
00:03:05that you sold it at a twelve dollar cpm so if you sold it at 10.50 if you sold it at 1080 if you sold it
00:03:11eleven dollars then i need you guys to put the impression amount in here um or again i'm just
00:03:17going to assume that you sold it at twelve dollars just because that's our standard so that's why
00:03:21that's super important for you guys to fill out um and then the total impressions same thing just do
00:03:28the math and then from here this is where it got a little different and you guys haven't seen this
00:03:33yet but we broke it out by ott and pre-roll just because we've had like an example would be um
00:03:39jen has skyzone so we've done skyzone which has a certain budget allocated for display which is your
00:03:45static ads right so the ones they don't move um their search keyword retargeting site retargeting
00:03:52things like that and then what we have is ott impressions per month which is a different budget
00:03:57at a different cpm is everyone following
00:04:00so if we have a thousand dollars worth of static display we've got a thousand dollars here
00:04:07and then we've got two thousand dollars per month
00:04:10and six thousand dollars total right and then you would have your forty dollar cpm calculate that
00:04:19out and then you've got your forty dollar cpm calculate that out at six thousand dollars
00:04:24does anybody have any questions
00:04:26so all of this should match up on your sales orders as well just to clarify
00:04:33i know stuff said we would have to guess the number of impressions sold if you guys were to leave
00:04:39that blank but ideally we would have the sales order at the same time we said you submit this form to us
00:04:45and the sales order should also reflect all of these details broken out by the different tactics that have
00:04:51varying cpm's this all makes sense as to why we made this update to break out ott and pre-roll from display
00:04:59do you guys think that'll be helpful does that make sense
00:05:03i do um the only thing i while we understand what it means where like don't put ott in there and don't put social in there
00:05:11should we state that somewhere in in the i i just see someone tripping over that you know what i mean
00:05:18no because this tab this audience extension is for the audience extension display portion only so and
00:05:26we've worked in ott and pre-roll in here right so if you've got social that should go in the social form
00:05:33and if you have email marketing then it needs to go here this is not this tab is only for audience extension display
00:05:41so not for the whole campaign 100 um agree with that and under i totally understand that i just think
00:05:49that people may where you were saying to begin you said display uh impressions per month i just don't
00:05:56know if you put a little asterisk there saying keep in mind audience extension only or whatever it was
00:06:02for like just to tab it again i don't just well well i mean no i i mean i i see where you're coming from
00:06:08it's just this is the only audience extension form so this should be audience extension only
00:06:13fair enough cool so this is what when you guys fill out the media plan this is what anna and aaron
00:06:20are looking at specifically when they go build out these campaigns and that's why we reiterate them
00:06:24to you guys in the campaign outline so that is exactly what they're looking at they're looking
00:06:29at the impressions per month the budget per month so this is like i just want to reiterate that
00:06:35this is super super important for us to fill out um the brief description of campaign goals
00:06:42usually what we're looking for and i think um when we all first started luke really harped on this
00:06:48what we're looking at is foot traffic attribution you know things like this uh i would say
00:06:56sorry i can't type attribution uh like high click through rate um you know just brand awareness
00:07:05these are the types of goals that we're looking for obviously you can get down to the nitty gritty
00:07:11um and what i typically do is when you guys give these specific goals i try and break them down
00:07:15into a way that anna and aaron are going to look at it from a campaign um perspective so if you guys
00:07:21say we want to drive a ton of traffic to a website i'm going to look at that as brand awareness and
00:07:25high click through rate right so that's how i'll convey it and that's how they'll set it up
00:07:29on their end so um if you've got like i think tropical smoothie which is to get people to the
00:07:35catering site or get people to fill out an order form um to order some smoothies off the menu whatever
00:07:41that looks like so um that's pretty self-explanatory just you know make sure you're detailed there
00:07:46campaign dates um again carly harped on this i think last time and it's if you guys can as best as
00:07:53possible push this out to approximately two weeks from the moment you know we send the welcome email
00:07:59um so two weeks from now call it like two one two five one so just flight dates only the geographical
00:08:08target um i really want to touch base on this because i think there's been a little bit of confusion
00:08:14so when we have it listed here as geographical target what this is is it's not related to geofencing
00:08:21it's not related to addressable geofencing this is specifically for search keyword contextual
00:08:26targeting and category contextual targeting and site retargeting so if you've got a campaign that's
00:08:31only site retargeting and search keyword we need to know what the geographical target is so that we can
00:08:38set up those parameters when building a campaign right so um for tropical smoothie you know i think
00:08:45they're in sheltonham um pa so if you wanted to do a 10 mile radius around you know tropical smoothie cafe
00:08:56whatever so what we're looking for and there's a note in here you'll see the sticky note as it pops up
00:09:02you can provide zip codes um an address plus a radius like what i just did here a dma so you could
00:09:08say philadelphia you could say you know um what's the city of new york city you can put any dma on
00:09:15there um but what this means is it's not a yes or no question it is specifically a radius zip code or dma
00:09:23right so try and get as specific with the location as you possibly can if you put um philadelphia
00:09:29that's what we're going to send over to the team if it needs to be a specific radius please note that in
00:09:34there um does anybody have any questions on geographical target or geo target
00:09:42crickets all right i want to circle back on the campaign goals really quickly sorry
00:09:47um i feel like something we've seen recently is maybe putting the tactics as the goals so the campaign
00:09:54goal is to addressable geofence homeowners from 25 to 54. the tactics are not your goal we want to know
00:10:03what the addressable geofencing of that audience what do they want the outcome of that to be so
00:10:09we'll serve the ads to that audience but what do they want to happen then do they want foot traffic
00:10:13attribution do they want high site volume so that is more for the actual goals rather than a description
00:10:21of the tactics just to clarify there since i think we've seen that a few times recently
00:10:26cool yep cool um and then next we've got the click-through url um i want to emphasize that this
00:10:36is is this is important because this is what i send to anna and aaron again um to where we're driving
00:10:43traffic so this doesn't necessarily mean just put the client's website right so if you are working
00:10:49with tropical smoothie cafe and the goal was to drive the audience to a specific page on the
00:10:57tropical smoothie site like whether that's the menu whether that's the catering page whatever that may
00:11:02be that should be the destination url of the campaign so if we've got let's just say you've
00:11:08got two different sets of ads right and they need to go to two different sets two different places i don't
00:11:13want to over complicate it but i it's just important that the this is where we will be sending all
00:11:18traffic so if you don't want it to go to tropical smoothie cafe.com and you wanted to go to a specific
00:11:23page this is where you would put the destination url does that make sense cool okay so when we get
00:11:33down to the tactics uh again this is going to look a little different we've broke it out as best we
00:11:38could just based on a couple of hiccups that we were having on our end so um you'll see that these are
00:11:42all shadow box i know this bothers a lot of people um for me i just go ahead and if you double click
00:11:47them they'll disappear so if you don't want them to show up all you have to do is double click them
00:11:54um but what's important here um is to check all the tactics that you guys are implementing if you
00:12:01check it what i do is i go in and compare what you checked with what's on the proposal and compare that
00:12:06to what's on your sales order right so if you said um on your proposal that you sold search and
00:12:12keywords site retargeting and addressable geofencing but you have this checked off i will 100 clarify
00:12:20that with you guys because i need to know what was sold and then what was actually you know i just
00:12:26we want to make sure that we get the details as best as we possibly can so if something changed from
00:12:30the time that they signed to the time that i get to them i just need to know the details um so that
00:12:36we're implementing the right tactics for your for your clients so um again geofencing is is separate
00:12:44from addressable geofencing i just want to reiterate that piece um go ahead and check all your tactics
00:12:49we'll do addressable geofencing geofencing site retargeting um the the different breakdown that
00:12:55you'll see is we have ott and ctv broken down because we can layer on search and keyword on top of these
00:13:00uh as well as addressable geofencing so that's new um i i don't want to get like down to nitty
00:13:06gritty on this but um for those of you who have sold like ott and ctv you can now select addressable
00:13:13geofencing as a layer with ott and ctv and then obviously same with pre-roll is that making sense
00:13:21cool okay so i did select addressable geofencing up here um so down in the addressable geofencing
00:13:29section this is the only time that you would fill this out if you did not sell addressable geofencing
00:13:34whether that's layered on with ott and ctv and pre-roll video or just a regular addressable
00:13:40geofencing if you did not sell it you do not have to fill this out at all um so if you do fill it out
00:13:46i'm going to ask you if you sold addressable geofencing because i i just need to confirm the
00:13:50discrepancies right so for addressable geofencing um let's say we sold this to tropical smoothie cafe
00:13:58and sheltonham so we'll put sheltonham pa i'm assuming that's where that is you can also put
00:14:04postal codes dma like i said statement you can do the entire state of um philadelphia or pennsylvania
00:14:12sorry i'm like mixing up all these northern states uh and then the demo so the demo i want to talk about
00:14:18because we get a lot of um you know people who are interested in uh people who are interested in
00:14:27certain things like um i don't know like watching real housewives on you know like on thursdays and
00:14:37they're between the ages of 16 and 74 um and it gets pretty nitty-gritty what i want to reiterate
00:14:45is that we have the addressable audience curation tool which has a list of available selects in it
00:14:51right and so whenever you see like sam or blair or myself telling you guys that we have to adjust the
00:14:57age from 18 to 24 to 18 to 75 because of the selects that we have available that's what we're
00:15:04referring to um and does everybody have access to that like is everyone aware of the the selects
00:15:10that are available dan's snotting yes no that makes me feel better okay no i do not
00:15:17okay dave thank you for speaking up you're just like my my star student so um no uh i think that
00:15:26would help you guys and giving you some visibility and what we have available um so dave we will not
00:15:31single you out we'll get you uh the selects and make sure you have us available but basically what
00:15:36it does is it tells you what we can target right so we can target you know males and females between the
00:15:42ages of 18 and 24 uh who have two children within their household and we're using that information
00:15:48from the what's like the census bureau um and so that's pretty much all we have available right off
00:15:56the bat there are obviously some caveats involved with that i'm not going to go into it so whenever
00:16:00you guys go to the demographic targeting make sure you're referring back to the addressable audience
00:16:04curation selections that we have available um and i'll obviously double check those for you guys and
00:16:11we'll make sure that there does that make sense like is everyone following me there everyone knows
00:16:15about the selections now sorry new peeps you probably have no idea what i'm talking about
00:16:21there's it's a it's an excel document that we'll send again as a follow-up after this but it's a very
00:16:27long excel that just outlines every single different audience segment that we have available to us
00:16:32through this addressable audience curation tool so it's really helpful for you guys to reference that
00:16:39when you're submitting these preferably when proposals are being built because if we're
00:16:42doing your proposals we will always reference those audience segments that we do have available
00:16:47to us but if you're doing your own proposal make sure that you're referencing that document to make
00:16:53sure that we're pitching audiences that we do have access to through this tool and it's super helpful
00:16:59for you guys to just bookmark we have it linked and you can just add it as a bookmark so you can quickly
00:17:03reference any time we'll make sure to send that again as a follow-up um i want to double down on
00:17:10what Steph touched on earlier so we see this happen a lot where these details in this addressable geofencing
00:17:17table are filled out but the box for addressable geofencing is not checked so that automatically is a red
00:17:24flag to us again you should only fill out these details if you sold addressable geofencing does that make
00:17:30sense to everyone yeah okay and then the other thing that i wanted to put in here is so for the
00:17:40demographics that we have selected like for instance let's say we wanted to do male and female ages 18
00:17:45to 24 with a household income of 70k there's an and or an or right so if it's if it's male and female
00:17:54ages 18 to 24 and they have 70 000 a household income of 70 000 up right that's going to narrow
00:18:02your selection versus doing male or female ages 18 to 24 or they have a household income of 70 000 so
00:18:10what's kind of important to dictate here is the differences in the audiences that you guys are trying
00:18:15to target so if you guys let me know hey um i want to target moms ages 18 to 24 or they can be dads ages
00:18:2418 to 24 that's different than saying male and female ages 18 to 24 with a household income of 70 000.
00:18:32does that make sense because they're two separate audiences right
00:18:37did i lose everyone i'm seeing some head nods okay cool so so there's and and or right so
00:18:45the more the more uh qualifications that you include in there you're obviously going to get
00:18:51more narrow right so your selection is going to get smaller if you've got something as broad as
00:18:55male or female ages 18 to 24 you're going to have a bigger selection so something to keep in mind here
00:18:59is the count so if we get super narrow um and there's only you know a thousand people within the
00:19:04vicinity of of sheltonham pa that might be difficult to deliver versus doing male and females ages 18 to 24.
00:19:11um cool cool okay um and then keywords this one's pretty self-explanatory if you sold uh search keyword
00:19:20up here um all you'd have to do is click please expand on the list of keywords in this keyword form
00:19:27down here or only use the keywords that were provided so i'll let you guys i think everyone
00:19:36understands that one um just to elaborate um we recommend anna correct me at least 100 keywords
00:19:45what's the number what's the magic number we do like to keep it more broad for these audience
00:19:50extension display campaigns keyword search retargeting at least 500 but i've had campaigns that's less we
00:19:57just have to make sure that they're keywords that people are searching it's not very um like a niche
00:20:04keyword zero yeah so if you check this option to only use the keywords in the keyword tab and you
00:20:12provided 10 we're probably going to be circling back with you to adjust to that because that's not going
00:20:19to be enough we want to make sure we always have enough keywords while still dancing the dance of
00:20:24making sure that they're relevant enough contextually and everything cool
00:20:29so creative down here again i think this one's pretty self-explanatory um if you're only doing
00:20:38static imagery you can go ahead and just click click 100 display if we're only doing let's say
00:20:43an ott ctv or a pre-roll campaign and it's 100 video you can check that box only um and then if you sold
00:20:52let's say you know some static display ads and pre-roll then you would click a combination of display and
00:20:59video so this isn't a preference it's you know more or less like the strategy that we'll be
00:21:05implementing right so if we're doing audience extension display and it's static only um and you
00:21:10check combination of display and video i'm going to be a little bit confused um and i'm just going to
00:21:15see clarification from you guys on what that all entails so again this is 100 static um 100 video or
00:21:23we're going to be working on something where we're doing some audience extension display and then we're
00:21:26going to be doing some ott and ctv or pre-roll so that's fairly easy um again this is super easy
00:21:32however i would like to um reiterate if you're having any trouble clicking these boxes or you know
00:21:40making sure that one of these is marked versus the other please let me know because if you again leave
00:21:45that empty then i have to make a guess at what's what's happening here so if we're creating the creative
00:21:50or if you've got a client that's going to be providing that and i would really like to know that
00:21:54before sending the welcome email um otherwise i ask them for their creative profile form i ask them
00:21:59to fill it out provide logos things of that nature um and we just want to look as buttoned up as
00:22:04possible so if you guys can make sure that that's checked a hundred percent of the time when you fill
00:22:09these out that would be super helpful um and then the additional information um if you have notes and
00:22:15you feel like it's vital information for us to know i would rather you have more detailed information
00:22:20than there than less so if you've got anything to know please leave it in there um and i'll go
00:22:25through it whenever we're reviewing these um i think that's it for the audience extension form so i'm
00:22:31just gonna switch over to geofencing um so if you do check geofencing on this particular part of the
00:22:39tactics box it would be um in a perfect world we would have all these geofences done right off the
00:22:47bat but i know that doesn't always happen i know you guys have a lot on your plate as well um so the
00:22:53main thing to note here is there's a new addition that we have a check box for conversion zones i know
00:22:59i asked you guys about that in the campaign outline so if you sold a campaign that has addressable
00:23:05geofencing or geofencing or both um and you would like to track foot traffic attribution uh please check
00:23:13this box and then we'll confirm that there will be a conversion zone set up and make sure that you put
00:23:19the conversion zone in here so um for this one you know we would do tropical smoothie cafe it's the one
00:23:25in sheltonham um and then we would go ahead and put the correct address in here and label it as a
00:23:32conversion you can have more than one conversion zone so if you've got like two tropical smoothie cafes
00:23:38you know you can go ahead and set up two of those uh but it's just important to put that there is a
00:23:43conversion zone in here and list the address for us so that we know what to set that up as cool
00:23:52okay um for the target zones this this or this particular section is for your target fences so you
00:23:59know for example if we wanted to target other competitive smoothie places this is where we would list
00:24:04you know like smoothie cafe and you know starbucks and whatever your other competitors are so we would
00:24:11list those um and put the addresses in there as well obviously the client success team has been um
00:24:17you know vital and and and andrea has been kicking butt trying to find you guys geofences whether that's
00:24:23doctor's offices or um you know nearby covid testing sites everybody has a nearby covid testing site so
00:24:29we've been doing doing those for you guys but if you can if you can give us the direction on which way
00:24:34you want to go we can obviously help that and confirm that with you um before implementing that with the
00:24:39client so um just let us know again which way you want to go with it and we'll work on that with you
00:24:46if it's a target make sure to put target um i know we've got one in tampa that is doing event targeting
00:24:53so this would be the section where you put that as well so for example you know we're going to
00:24:58geofence the super bowl this is where you would put raymond james stadium and you would list that
00:25:04it was an event target right and so the super bowl is on the 7th and we want it to end on the 8th
00:25:13if there's any special instructions um and then if you well your faces are in my way so i can't really
00:25:20see but either way so does everyone kind of understand the difference between target
00:25:23target target fences and event fences and why these are kind of important details to include
00:25:29um and then the conversion zone everyone's cool there
00:25:34so steph if the team wants you guys you and andrea to help with finding geofence locations
00:25:42should that be noted in the additional notes section on the audience extension tab
00:25:47yeah that would i mean anywhere you guys can let us know but this would probably be the best
00:25:52place it just keeps it all together super cohesive so if you guys want to let us know hey we would
00:25:57really like for you guys to geofence competitive smoothie places in the area along with grocery stores
00:26:03and gems that this is a perfect place to leave that in here um and then we'll go ahead and we'll
00:26:11look within a you know 10 mile radius or whatever is dictated that's also something that i just kind of
00:26:16wanted to touch on is if you want us to look for certain places in a certain area or a certain
00:26:22radius again that's this would be a good spot for that good lead-in question carly i actually didn't
00:26:30know what her answer oh i thought i thought you were asking because you knew the answer already
00:26:37yeah so just yeah just just need the direction so um again if you guys no matter where it comes at i
00:26:45just i need the direction so that we can make sure that we're getting you guys the right types of
00:26:49geofences if we're going to be helping with that i know that certain clients have specific requests
00:26:54um you know like we've had one client that wanted to do mcdill air force base and that was you know
00:26:58a selling point for them so if that's a part of your campaign that you sold let us know in there
00:27:05and then that way we won't remove it we'll leave it alone and we can keep you guys posted on whether
00:27:09or not it's performing well um etc so but does everyone understand like the filling out part
00:27:14we're all good here where my new peeps at speak up if you have any questions okay cool um so the keyword
00:27:24form um if you if you guys leave this blank um i'd rather you not so i'm just gonna go ahead and leave
00:27:33with that so if you if you guys can go ahead and just start off with any like i would say anywhere
00:27:38from like 10 to 15 keywords um just so that we have like a general direction and and guidance on
00:27:44where to go with it so if we're doing tropical smoothie cafe you know where you've got smoothie
00:27:48you can do smoothies um you know like healthy food whatever but if you can just try to get us
00:27:54anywhere from like 10 to 15 keywords to start with we'll do the heavy lifting on the back end but
00:27:59just some general direction i know there are certain clients that have specific ask like um
00:28:03you know like covet 19 and covet testing like whatever that is um so just go ahead and try
00:28:09and do 10 to 15 and don't touch this part you can just leave that alone so i think this one's pretty
00:28:17self-explanatory but i get it blank uh quite a bit so i just wanted to um make sure that you guys
00:28:23understood the importance of if you've got some keywords that you would like to be included
00:28:28if you don't put them in there then um yeah we i can't i can't read minds so just go ahead and fill
00:28:35that one out and then what we'll do um like we've been doing the past couple of weeks is send you guys
00:28:41the keyword list for approval you'll get to review it um and then make sure that if we need to remove or
00:28:46add any and i think carly has had a couple of um good points on keywords is what we're trying to do is
00:28:52keep them you know categorically relevant right so if it's just if if you feel like it completely
00:29:00misses the mark um and and we're promoting smoothies and there's something about like
00:29:06oh my gosh i don't even know like guitars guitars yeah then like then that's something that we would
00:29:14totally want to remove from a keyword list right like it's not even remotely categorically relevant
00:29:19let's take it out um but if it's somewhere along the lines of like uh you know you've got healthy
00:29:24food or uh like a healthy grocery store or something along those lines those are in you know those are
00:29:32category categorically relevant and we want to keep those included so that we do have the reach um
00:29:37for search keyword yeah with display keyword search display we do typically try to keep the keyword
00:29:45list more broad and like stuff said categorically relevant whereas alternatively with sem we will
00:29:53have a much more hyper targeted keyword list because we pay on a cost per click and we want to make sure
00:29:59that the keywords are super relevant to what we're trying to promote and most importantly sem is much
00:30:05further down the funnel than display so we're going to reach people that are pretty much ready to buy at
00:30:11that point in time whereas with display it's much more aligned with brand awareness getting their name
00:30:17out in front of people and they may be in an earlier process of the buying stage where right now they're
00:30:23just doing research or they're trying to stumble on things that are again categorically relevant but
00:30:29not necessarily ready to pull the trigger on what your client may be offering in that moment so
00:30:35that's why we try to keep the keyword list for display a bit more broad than we would for sem so
00:30:42that makes sense
00:30:45you unmuted dave what you got so my question here is for example if i'm developing these keywords to
00:30:53um we'll go to healthy food do you also want me to type in food healthy you know um going back to like
00:31:00covet testing covet testing delaware county do i have to write all of the anomalies of that um
00:31:05you know testing covet delaware county um delaware county covet testing uh covet testing like do i
00:31:11have to write all five of them if there's five words or the different or are you guys we got you
00:31:17dave go ahead we expand on the list um depending what you give us we will take care of that for you
00:31:24and send you the list for approval so just keywords to start and we will expand thanks
00:31:31dave i think a good example would be like you know i would say if you had if you sold tropical
00:31:41smoothie and you were like they were like hey we really really want to do i'm trying to think of
00:31:46a smoothie place and i legit i'm like blacking out so like like starbucks right they were like we want
00:31:52starbucks in our keyword list that would be something that would be super important for you to include
00:31:56right so i'm not expecting you to do like starbucks in chester county or anything along those lines
00:32:03unless it was specifically requested by the client but what i would like for for us to get in the habit
00:32:08of doing is just giving those general guidance right so if they if you had a conversation and you were
00:32:13like hey listen they really really want to focus on their green smoothies and like there's variations of
00:32:18whatever that is then that's direction that you know would be super helpful for anna and aaron because
00:32:23they don't know that you're having a conversation specifically around green smoothies right
00:32:30yeah i would also include branded keywords in here so tropical smoothie cafe tropical smoothie
00:32:36the the brand promoted ones are good to put in this keyword list as well does that help a little
00:32:47all i'm gonna say is you're gonna laugh at the next set of keywords i give especially based on
00:32:52my conversation this morning okay i'm prepared and um i'll keep i'll keep you posted on that but i
00:33:01think that this is like definitely a good starting point so just um you know like i said any direction
00:33:06that they might have that you have insight to that they don't is just a good spot for that i just threw
00:33:11my pen um hey it's bewitching hour uh okay so social form i'm sorry that you guys are having to hear me
00:33:19talk so long so i'm gonna try and like breeze through this that way we can switch over to um
00:33:24sam and you can hear someone else talk for a little bit but um this is again super you know
00:33:30self-explanatory so we'll do angela on this one um you guys will put the date the important one for
00:33:36this um let me just back up a step for a second for for social what we're typically filling out here for
00:33:44most of you guys is the impression ad right so we're talking about co-branded social we i i don't
00:33:51think anybody's sold a facebook deluxe or facebook bundle or any of these things i i don't think i've
00:33:58had any come through that weren't an impression ad so um for i'm just gonna go back and talk about it
00:34:05for a second for our new peeps but the co-branded social impression ad is it's essentially a facebook ad
00:34:12it's delivered outside of the feed so if you were to go to wmmr's facebook page you are not going to
00:34:20see this post in the facebook feed of wmmr it's going to be run on the back end it's targeted on
00:34:28the back end but it's called co-branded because it is associated and posted by with the wmmr name right
00:34:35so it'll be like wmmr promoted tropical smoothie cafe and we do a little collaboration that way um
00:34:42but i just want to make sure everyone's on the same page as far as the impression ad and what that did i
00:34:50did i get everyone everyone's cool with that i know that was confusing okay cool so let's say um
00:34:58we've sold an impression ad for wmmr it's important that you guys put the station um the social team
00:35:04will always come back and ask we just need to know which station that you guys would like for it to be
00:35:09posted with um the client name we're just sticking with tropical smoothie cafe and then from there it's
00:35:16again pretty self-explanatory to one the five on your flight dates um if the destination url for social
00:35:24differs from what you have on display just make sure to dictate that here if this is just the
00:35:29destination url that we're sending people to um the objective here is uh similar or same as your
00:35:37campaign goals on this page so if it were to to get a high click-through rate and raise brand awareness
00:35:44that's where we would want to say that or if there's like a promotion where it's like free smoothies for
00:35:49the month of february that's something that we would need to know when conveying that to the social team
00:35:55um here again i'm pretty sure that most of you guys are selling the impression ad so
00:36:03just make sure you guys are clicking that one i know you'll see station influencer and impression
00:36:07ad but um nobody sold that yet so i would just stick with your impression ad that's usually the
00:36:11one that we're working with and then from there number of impressions so this is where it differs from
00:36:18audience extension right so a couple of times we've seen like two thousand dollars in here but really
00:36:24a thousand of that was for display and a thousand of that was for social so again a thousand dollars is
00:36:30what we sold for display and a thousand dollars is what we sold for social so the number of impressions
00:36:37would be eighty three thousand three hundred thirty three a month or like 250 000 for three months
00:36:44is everyone following there it's the same thing just a different format so number of impressions would go there
00:36:53placement um this is usually like
00:36:57like facebook instagram um i think right now we're only doing like facebook instagram and like messenger
00:37:05marketplace but if you only if you have a client like i think angela is working with one where they
00:37:10really only wanted facebook only facebook only it is like that's where you can dictate that information
00:37:17um the call to action with facebook we have limitations on what we can choose so it's like
00:37:23contact us like sign up things like that so this is where you would just want to make sure that you dictate
00:37:29like hey i really want them to learn more or whatever that may be um pretty self-explanatory um
00:37:37i would say creative this is going to be addressed usually um later on but if they have specific
00:37:44create creative that they want to use please let us know if there's again like free free smoothies for
00:37:50the month of february you can go ahead and put that in there and then that way i have some creative
00:37:54direction to send to the creative team um if you leave it blank again i just kind of have to like
00:37:59go off of a whim and hope that the that your client fills out the creative profile form with enough
00:38:04direction to send me to um give the creative team enough details i know we've had some struggles with
00:38:11that but we're we're ironing them out um location again so these impression ads are targeted on the
00:38:19back end so for the location um you know this is where you would go ahead and put you know sheldon
00:38:25and pa uh and like philadelphia right so that's where your location would um your demographics i mean
00:38:36this is kind of redundant but either way so your demographics targets interest so like if you wanted
00:38:41to get like healthy people between 18 and 24 this is where you would list your demo and they're like
00:38:48interested in working out you know i think facebook has a little bit more um flexibility in their
00:38:57targeting and their interests but if you guys have any questions about what we're able to target or who
00:39:01we're able to target just let us know and we can always work with the social team to figure that out
00:39:06and make sure that we're all aligned on the targeting there um again self-explanatory facebook url this
00:39:12would be for your client um we don't really ever touch twitter but if you put it in there that's fine we just
00:39:17typically don't use that and then the instagram handle again if your client has one please note
00:39:22that there uh i'm not gonna lie i don't think we use the relevant hashtags box so you guys can leave
00:39:27that empty don't feel the need to fill that out but that is pretty much all there is to the social
00:39:34form i know i blew through that does anybody have any questions about it twitter is for the station
00:39:42influencer packages so it's included in that yeah and i don't think yeah we've never nix it no twitters
00:39:51no tweets all good all right if anybody has any questions on the social form let me know and i can
00:39:57send you some additional details on that i've got a couple of forms that are pretty helpful but i think
00:40:03it's pretty self-explanatory for the most part so i'm gonna let sam talk and i'm just gonna drive here
00:40:08for email sounds good all right so here is the email and omni campaign launch form um so first
00:40:19we have here is account manager so you guys put your name today's date um the client name so this is
00:40:26going to be the from line when when the users are receiving the emails um so in this example we're using
00:40:34sammy cheese tavern it is a made-up restaurant um the client website so just plug in that url there
00:40:42the number of times we will send the email so let's say we um sell a three-month campaign and
00:40:49we want to deploy one email a month we're going to put the number three there um impressions per
00:40:56deployment let's say we're sending 50 000 depressions depressions excuse me impressions
00:41:02per deployment um goal deployment dates so we'll just go ahead and set this eight business days out
00:41:10again if if we need to get it up and running sooner we can definitely do that um and then we like to
00:41:16space out the emails at least two weeks um if we want to do more than one a month but then we would
00:41:22just do one in january february and march in this situation um the campaign objective and purpose
00:41:31so this kind of gives us an idea like what are they looking to accomplish here so i think in this
00:41:37example um this was a brand new website and we are brand new restaurant and we're trying to promote the
00:41:43grand opening um the subject line now we have situations where the client can provide the subject
00:41:52line or we can come up with the subject line if the client does not have one um and in this situation
00:42:00we did mark our calendars or mark your calendars same each grand opening um so the next we have
00:42:07go ahead i have a question so if i am like the worst writer on the face of the planet and my client
00:42:14didn't provide one do i have to write a subject line no all you have to do in that little column
00:42:20there is say please provide subject line okay so i don't have to don't have to write one okay cool
00:42:26correct and then once we send over we'll get to this in a second but then once we send over the
00:42:32proof for the html creative i can also send over um the example of the subject line so you guys can get
00:42:38that approved as well um okay so the next section right here is for omni inclusion so that includes
00:42:49both the facebook add-on and display add-on um and you'll see below there is the retargeting inclusion
00:42:55that would be if you just wanted to add on display um and with site impact we do actually have the
00:43:02option to just do facebook by itself too um so we're going to have to update that in this little
00:43:09form as well but i just wanted to let you guys know the difference of that so you just put in the
00:43:14client's facebook page here um the number of impressions that you want to deploy and then the
00:43:21click-through url and then um this kind of just calls out the sizes that we would need for that
00:43:28if we are adding the facebook on we do need to remember that the only 20 can be text and the
00:43:34rest are just the normal display sizes that we use for audience extension through simplify um
00:43:42and again this just kind of repeats under this omni retargeting inclusion section it would just be just
00:43:48display you can scroll down stuff
00:43:57okay so here we are at the matchback analysis so a matchback is when um we deploy an email
00:44:08and then let's say about you can do between 30 to 90 days depending on the type of client that it is
00:44:14the client would actually provide us um their sales information so either the email addresses of new
00:44:20clients or the um like the address city state and zip and what we can do is actually match with those
00:44:30people that we've deployed our emails to hence the matchback um this is not free it is a hundred dollars
00:44:38per file um so this is just an additional service that helps um your clients show roi
00:44:47does anyone have any questions on that
00:44:51i know we've had a couple of matchback questions where if they if they only pay for it one time
00:44:59and we're deploying three emails how would we address that good question so in that situation i
00:45:08would suggest waiting until all three emails have been deployed and then wait like i would say
00:45:14after the last deployment we'll wait 30 days for that one and then we would get that information
00:45:19from the client and perform the matchback cool um if your client wants to know each time
00:45:28after each deployment and they only want to wait 30 days and we're doing them once a month then they
00:45:32would have to pay each time but it just makes sense to wait until the end of the campaign
00:45:39okay does the client have a seed email list so this can be um two things so if you select yes
00:45:49this could mean like oh i want to be added on to the email to receive the live seed or my client
00:45:54specifically asked to be on the live email or this could also mean that the client has a
00:46:00a crm of email addresses that they would also want to send to um there's another term for this it is
00:46:08called match and deploy and there's also an additional fee with this too so um the client
00:46:14would provide that crm list of emails we would add that into our targeted email list so let's say the
00:46:21client sends over they have i don't know 25 000 emails that they also want to reach out to
00:46:26i have to perform that match and deploy and we can only deploy to people that are in our current
00:46:34database so i know we did this with one of um someone's clients recently and they had a list of 600
00:46:42but we only matched with 150 people we could only send to those people so we just need to keep that
00:46:48in mind when we're doing that too and we can't guarantee to the client that we're going to send all
00:46:53those people on their crm list and does everyone understand like why so we're working through
00:47:01site impact who has a database of people who have opted in so we can't just deploy to you know like
00:47:09if tropical smoothie was like hey i have this list of 500 people they've all opted in to receive
00:47:13tropical smoothie emails we can't just pop that list into site impact and send all 500 so it's when you
00:47:21guys are pitching this and working with your clients in the pre-sale phase you know it's we
00:47:26can't guarantee that we will hit every single one of those email addresses because they have to match
00:47:31within site impacts database for us to be compliant with their rules and regulations does that make sense
00:47:38right so they have to be double opt-in or single opted in into site impacts database
00:47:43uh question about i i think i have this question a little bit earlier and i don't know if um what
00:47:53the answer was are we setting the default for these campaigns to have both the account executive as well
00:47:59as the clients he seated on the email and does that have to go through a match or no um just so
00:48:05one the client knows and the ae knows it goes out um you know if they're verbally giving you permission
00:48:10to do it on their behalf i don't think it would need to be matched correct correct so if we're just
00:48:15adding internal people or the client that is not a cost but you guys would need to call that out we're
00:48:21not doing that by default and remember dave i gave you a little spiel about how sometimes we've had some
00:48:29issues when we add the client to the live seed every so often the email might land in their spam and
00:48:36there's a whole slew of reasons why that could happen but it has caused questions in the past
00:48:42before so you know that's something that unless it's specifically requested we don't do it by default
00:48:48gotcha got it thank you yep
00:48:53cool all righty so are we using an email account already received so if you guys have um requested
00:49:01a proposal through us and we have pitched email marketing um you should be receiving the email
00:49:07count in an excel document and do you have that pulled up as an example steph we actually don't
00:49:15send those we'll just you don't the count is okay so we have them infused so if you guys have a proposal
00:49:23from us from the pre-sale team um you can just put yes there and we'll reference the count that was
00:49:29pulled for you okay cool sorry about that so the reason i was calling that out is because the
00:49:35specific email count number is in that excel document and that's not in the proposal um so
00:49:42that's where you would grab that number from if you did not get an email count and you need us to pull
00:49:50one for you um you would just say if no yes we need to include this so then just put in that demographic
00:49:57target the geographic target um any type of interest that the client would like to reach
00:50:05and we'll go ahead and get that pulled for you to make sure that we have enough emails to deploy to
00:50:10however many was pitched um okay so then we come down here um and to talk about the offer and the main
00:50:19message so kind of what is the goal of this email campaign and in this situation we want to promote
00:50:27again the grand opening of this restaurant and this client specifically has a 15 off coupon and they're
00:50:35giving out free koozies so we want to let everybody know to come out and get 15 off that first week that
00:50:41they're open and they'll get those free koozies um so the copy and content so let's say we're starting
00:50:51from scratch um the client is just kind of giving us free range if that was the case um again i would
00:50:58know that this was for a grand opening so i would go to their website pull some content that is about
00:51:03the grand opening um pull some images i can always pull images from shutterstock as well if the
00:51:10client doesn't have any images to provide um and then we will choose one of our templates i think
00:51:18you guys should have access to that link steph correct me if i'm wrong um so which one the
00:51:27templates we can make sure that we can send that as a follow-up so that you guys have it but yeah
00:51:32typically you shouldn't mean to reference it we'll take care of all that yeah i think um
00:51:36sam i i just wanted to jump in because i think the important part here is that like um i don't
00:51:42know if anybody knows this but if you guys leave these blank andrea and i are the ones that write
00:51:46the copy for these so if you provide no direction um we are going to take creative liberties which is
00:51:52always fun um but we're going to go off of the the direction that you guys provided if you had
00:51:59audience extension right so like let's just say you have brand awareness we're just going to go ahead
00:52:04and take creative liberties and start writing copy based on some research on our own if you're doing
00:52:09email only and there's no other direction um that's really tough it's a tough spot for us to be in um
00:52:15just because we have no idea if there's a special that we're promoting if there's something going on
00:52:20in the month of february something going on in the month of march if they're promoting you know a
00:52:25certain menu item so any direction that you guys can provide us there is super helpful so that we can
00:52:31craft the copy we don't expect you to write it we don't want you to have to come up with the subject
00:52:35line you know obviously like we've we've got a capable team that can go ahead and write that for
00:52:39you guys but if we have no direction we're just going to go ahead and throw spaghetti at a wall and
00:52:46hope that it sticks with a little bit of uh the the direction that we have right so if you have
00:52:52something in mind or your client has something in mind please let myself or andrean know so that we can
00:52:57put that and incorporate that into the emails right yeah i would try to make that a habit you
00:53:03guys if you're pitching email talk to the client about the creative talk to them about what they
00:53:08want to promote so that we do have some direction we're in a tough spot right now where we literally
00:53:13do not have a copywriter on staff and steph and andrea were not hired to be copywriters so they've
00:53:19graciously just taken that on for us so it's challenging it's definitely challenging and the more
00:53:24direction you can provide the more smoothly things will go so try to make that a habit in the pitch
00:53:30phase when you're talking through email it gives us the ability to elaborate you know with the display
00:53:35ads we have such a limited canvas to work with where we do have to be very succinct and brief
00:53:41and email gives us the opportunity to talk and go more in depth and promote things and add a little
00:53:47bit more context and flavor so let us know about that and it's super helpful the more detail you can provide
00:53:53exactly and then the other thing so um you guys you know there's an initial 150 email charge
00:54:02um and then if the email stays the same the whole time there would be no extra charge but let's say
00:54:07in this situation they're looking to um promote a different different specials each month because
00:54:15we're changing up let's say some of the images and some of the context there would be a 50 charge to do
00:54:21that so we don't we want to make sure that the client knows and they're not surprised when
00:54:26they're getting that extra 50 charge and we're changing things in that creative from month to month
00:54:30you sam all right guys we have three minutes so anna's gonna go through the sem form super fast
00:54:40it's pretty straightforward and somewhat repetitive so we'll slam through this one real quick and then
00:54:46follow up with the deliverables that we talked about for you guys all right so the sem form
00:54:51um you'll just put your name there and the client name um the client name is the name that shows up
00:54:59on the ads so just make sure that's correct um the client website this will be the click through
00:55:05so make sure it's the most relevant website they have um address it will be part of the location
00:55:11extension on the ad and the phone number um just make sure that's correct too if we're doing call
00:55:17tracking or um putting a call extension on the ad um for conversions just make sure you're letting us
00:55:26know if they want to do any if they want to track any conversions it can be more than one um it could
00:55:32be we want to track people who go to the contact page or people who visit three or more pages just make
00:55:38sure you're noting that here um and also note if we want to do call tracking because we will need to
00:55:47provide you guys with pixels and it's important to know if the client can actually place a pixel or
00:55:53not because then we won't be able to track this stuff um google my business this is not required
00:56:02this is the information that shows up when you google a client and it's the information to the right
00:56:09this can pull in information such as such as ratings on your ad so if you have that just put it there
00:56:15it's not necessary um campaign goals um are we what are the goals of this campaign if it's form
00:56:21submissions um we want to make sure we can try to track conversions just so we can track that um is it
00:56:30phone calls can we do call tracking um i got one that says the client pays close attention to analytics
00:56:37so we had to make sure that it was up to par and i work with our vendor to make sure that we're
00:56:43accomplishing all these goals so please be as clear as possible there um the start date the end date
00:56:51the budget make sure this budget is correct because we do go off of the budget it's not impression based
00:56:57um this should be listed as it is on the marketron order so please make sure you're filling out the
00:57:04budget budget budget um and then products to focus on let us know um if there's say we have like a flower
00:57:15client um what what do we want to focus on and that for that client that's a bad example but just make
00:57:24make sure um you're putting the products that they want to focus on so we're not coming up with ads that
00:57:31aren't relevant to what you're trying to promote and what you're trying to make the user do um success
00:57:38metrics the same thing make sure you're letting us know what are how are we tracking the success is it
00:57:45from phone calls is it from form fills is it from clicks just let us know as much as possible there
00:57:53so we can communicate that um also let us know what products we should not that should not be included
00:58:03um like keywords are there keywords that you do not want to be included say it's a food company and we
00:58:09don't want peanuts included like things like that even just make sure you're putting that down
00:58:15and if you need approval for the keyword list
00:58:18um so we're going to go ahead and see what we're going to do with our list we're going to do with our
00:58:23list we're going to do with our list we're going to do with our list we're going to do with our list
00:58:27and then once this is all filled out and we have the information we actually do have an account
00:58:31build that shows you what ads we're using to start um and then monthly we have optimizations
00:58:38that show okay these keywords were not performing well so they were added to the negative keyword list so
00:58:44we are tracking this on a monthly basis and the campaign managers are doing their best job as well
00:58:52so just to note that but pretty straightforward anything i miss carly i know that you deal with
00:58:59this a lot too no i don't think so i think everything was covered i think another use case for
00:59:05the box that says products and services not to focus on an example could be if you were working
00:59:11with a company that did commercial cleaning and residential cleaning and they only wanted to
00:59:17promote residential they did not want to promote their commercial services that would be an instance
00:59:22where you would note to us only focus on whatever they want this campaign to be about if they have
00:59:27multiple offerings and only want to promote a particular one so that would be an example another use case
00:59:33there but otherwise i think everything was covered i know we're at time um if you guys have any
00:59:39follow-up questions just shoot us a note to the campaign or the client success distro and we will
00:59:46follow up with you there um and i'll send the recording of this and the follow-up deliverables
00:59:51that we talked about but super appreciate you guys's time and hopefully this was helpful we are looking
00:59:56forward to your perfect media request forms thanks everyone