Best Practices for Campaign Launch and Success
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FunTranscript
01:00Hi.
01:01How are you?
01:02Ashley, are you in Fort Myers?
01:07I'm in Charlotte.
01:08Oh wow.
01:09Yeah.
01:10Where are you?
01:11Tampa.
01:12Oh, okay.
01:13Well, I'm in Orlando but I work in Tampa.
01:19Oh, I lived in Orlando for a while.
01:20I lived near Winter Park.
01:21Okay.
01:22Oh, let me make you a host.
01:23Okay.
01:24Oh, let me make you a host Kimberly.
01:25Awesome.
01:26Oh, let me make you a host Kimberly.
01:27Awesome.
01:28Awesome.
01:29Got it.
01:30Got it.
01:31Okay.
01:32Okay.
01:33I'm gonna mute.
01:34Okay.
01:35I'm gonna mute.
01:36Okay.
01:37Okay.
01:38Okay.
01:39I'm gonna mute.
01:40Okay.
01:41Okay.
01:42I'm gonna mute.
01:43Okay.
01:44Okay.
01:45I'm gonna mute.
01:49Okay.
01:50Okay.
01:51All right.
01:52Hold on.
01:53Oh, let me make you a host Kimberly.
01:56Awesome.
01:57Got it.
01:59I'm gonna mute.
03:15How do I put on this background?
03:21It's under settings.
03:28When you see the little Zoom app, it's easier to do it in the little Zoom app.
03:36I'm trying to take a screenshot for you, Rach.
05:02I got it, Ashley.
05:05Okay.
05:06I just sent you the screenshot.
05:08At least I think I did.
05:09Let's see.
05:13We definitely need music or something next time.
05:17No, I was just looking on Spotify.
05:21No, I shouldn't because it's just for market research.
05:25Let's see a conference call playlist.
05:32I like that one, Rach.
05:35It's backwards, though.
05:37Now I'm rotating.
05:38No, it's not.
05:39It is to you, but not when we see it.
05:42Really?
05:42Yeah.
05:43Weird.
05:44I know.
05:46Okay.
05:47You see Beasley correct.
05:49Cool.
05:49Okay.
05:50Mm-hmm.
05:50World of Blinds USA has the largest selection of indoor and outdoor
06:19This is brought to you by Outdoor Window Treatment. This is a local sponsor in Fort Myers, so please go check them out.
06:44It's really World of Blinds. I didn't want you to think I'm surfing somewhere.
06:49I was going for music and so I've gotten a commercial and some weather for everyone.
07:14We'll wait for Florida weather, which is going to be hot probably.
07:20Hot and humid. Hot and humid.
07:23Hot and humid.
07:24And one daily rain shower.
07:27Always.
07:28Always.
07:29Always.
07:30Always.
07:31Always.
07:32Always.
07:33Always.
07:34Always.
07:35Always.
07:36Always.
07:37Are you watching?
07:38How are you watching?
07:39It's not going to be the most, I'm watching it.
07:41It's not going to be the most part of the video.
07:42That's going to be the most part of the video.
07:43Do you see it?
07:44No.
07:45Please ever see it.
07:46yeah i can't with the music right now i i tried the playlist
08:12something prepared next time we'll work on it for next time
08:17the seven you that are on thanks for joining early we'll just start in about five minutes
08:42um
08:49you
08:51you
08:53you
08:55you
09:04you
09:06you
09:08you
09:12you
09:25a little better than silence
09:28guys
09:29can't go wrong with some bruno mars
09:35yeah i know i know when i compliment her she won't find me
09:42it's so it's so sad to think that she don't see what i see
09:50i see
09:53when i see your face
09:57it's not a thing that i would change
10:02because you're amazing
10:05go aaron
10:07go aaron
10:09man you're gonna have a good time
10:11and we just missed the dance session
10:21oh really
10:22i was trying to threaten my kids not to come in the door right
10:26we're gonna have to get really good with the little squares you know like like the brady bunch coming in and out
10:34Rachel are you doing an interpretive dance right now i totally missed that
10:40um
10:41me and aaron are vibing right now
10:43okay
10:44we're like on the same page
10:47so
10:50yeah
10:53yeah
10:54yeah
10:59yeah
11:01yeah
11:02yeah
11:05yeah
11:40Okay, guys, we'll get started in about two minutes.
12:10That's such a nice song.
12:17I agree.
12:19Dan Deanna is saying right now, I wish I dedicated this to Kimberly.
12:23Like, I can see his face.
12:24And he's going, I should have.
12:26Yet I got him muted, so he can't tell me how awesome my selection is.
12:30Look at that, Ashley.
12:35I timed it right to the minute, and I did that on purpose.
12:38It was perfectly timed.
12:41All right.
12:44Okay, guys, we'll get started.
12:46We have about 55 people on the call, but I'm sure a few people are going to hop on just in the next minute or so.
12:52So, let me minimize everyone here.
12:57Okay.
12:59All right.
13:01Welcome.
13:02Thanks for joining today's session, and welcome to the first Tuesday session.
13:09We officially have a set date and time that we are going to have these sessions each and every week.
13:16So, we have this session, 11 o'clock Eastern on Tuesday, and then two hours later, we have the digital FYI.
13:23So, a lot of information is shared on Tuesdays.
13:27So, you can just count for Tuesdays to be the day that you're going to get all the information that you're looking for each week.
13:34Today's session, we're covering best practices around campaign launch and success.
13:40Today, we have with us Carly Loy, Director of Account Management, and Nicole Sellers, Paid Social Media Manager, and Rachel Pond, Director of Agency Services.
13:50I'm going to start by just sharing one update, and then we're going to go through goals, good-to-know information,
13:57and then we're going to go into a campaign journey to go live, then best practices, and then setting advertiser expectations.
14:08Next slide, Kim.
14:10Okay.
14:10So, before I hand it off for today's session, I just want to touch on Salesforce.
14:15We are knee-deep in Salesforce training.
14:18Many of you are in the Salesforce course halfway through.
14:22Some of you guys have completed the course as of today.
14:25Our Q&A sessions have started today and are running through the next two weeks, depending upon what market you're in.
14:32If there are questions that come about in the next two weeks, please don't hesitate to reach out to me.
14:36I did want to share that in the next two weeks, we are uploading 27 mini videos onto Academy around Salesforce.
14:46This is to help you guys throughout your journey with Salesforce.
14:49So, let's say a month or two months from now, you have a question around Salesforce.
14:53You don't have to go back to the training course that's five to six hours long.
14:57You could just go to that small little mini video to get you the answers to your questions, and you can use that forever.
15:04But, again, please reach out to me if you have questions, and I'm excited that we're in this, and we're almost through our Salesforce rollout.
15:13Thank you guys for diving into Salesforce.
15:16All right, Rachel, I'm going to hand it off to you.
15:18Thanks, Ashley.
15:19Hey, everybody.
15:20I hope you're having a great week thus far.
15:21We're going to go over the good-to-know items first, and then we can get started in the bulk of the presentation today.
15:28So, good to know I have two FUSE updates for you today.
15:32The first, something new in FUSE, is tasks.
15:36So, you may have seen this.
15:37On the right-hand side, you can see the screenshot image of the task.
15:42It's actually located next to the timeline within the FUSE ticket you created.
15:48A couple of things about the task.
15:50Anyone can create a task.
15:53Tasks are not assigned out to an individual.
15:56So, really, the task should be utilized, and where I see a use case for these tasks is, you know, when you're getting things prepared, and the things that we go over today, like filling out your media request form, and the creative,
16:09you could create a kind of checklist for each order on what task you need to complete for that piece.
16:18But remember, they're not assigned out to anybody.
16:20If you put a task in there, it isn't specific to you.
16:23So, just keep that in mind if you choose to use the task tab.
16:28On the next tab, we have something else new in FUSE, is the media request form, and also some additional social forms as well.
16:36So, what we've done is, depending on the request type within FUSE, we've added some forms to prompt you on questions that we need.
16:46So, we're going to talk today a lot about that media request form, and what we've done is taken that form and put it into FUSE.
16:53So, that way, within those different types, you can choose those questions, and they will automatically populate for you.
17:01And keep in mind that these are, some of these different request types are only deployed for specific markets.
17:09So, if you have any questions, feel free to reach out, and we're happy to answer those questions.
17:14So, let's get started with the goal of the presentation.
17:17This is something that I like to do to just kind of get you in the mindset of, you know, what we'd like to achieve through this presentation.
17:26So, as you sit through this presentation today, it's our goal that you understand the tools and resources available to you to help us create the best campaign ever for our advertisers.
17:38We have a lot of best practices in here, and I'm hoping that you'll be able to take those resources and tools on the next campaign implementation that you have.
17:48So, let's get started and talk about a campaign's journey to go live.
17:53This is seven steps that take place before we can actually, you know, hit go on these campaigns.
18:03So, follow me with this.
18:04I'm going to start from the left side and go to the right, and then we'll build on this as we go throughout the presentation.
18:11So, the first piece on the left-hand side is, you know, filling out that ANA form.
18:15You have that initial meeting with the advertiser.
18:18And then what you do is you go back and you think, okay, they want a proposal, and you submit the proposal to the pods.
18:25After you've submitted that proposal, you present it to the advertiser, and the advertiser says yes because our proposals are awesome.
18:31And then, once the advertiser has said yes, you can start your process, submitting the Marketron order.
18:38But as you're waiting for the Marketron order or as you're waiting for any type of approvals that you need from the Marketron side, you can also get started.
18:49So, we'll give you some tips and tricks on how to get started there.
18:54If your advertiser needs creative, that requires a Fuse ticket, and, you know, we'll walk through some of the best practices for creative there as well.
19:03And then, finally, once you've completed all these steps, entering the Fuse ticket, your sales order, and your media request form for a campaign setup.
19:13And just to keep in mind, make sure you check with your DSM or in regards to your local market process.
19:22Each market may work a little bit differently in terms of who handles what within your market.
19:28So, make sure you go to them if you have any specific questions.
19:31So, Carly's going to start us off here with the ANA form and the proposal request.
19:38Awesome. Thanks, Rachel.
19:39Thank you. Okay. So, we're starting on our campaign's journey to go live.
19:43As Rachel mentioned, these first couple of steps here are what we'll talk through next.
19:47So, you've done your advertiser needs assessment.
19:50You have a good understanding of what they're looking to accomplish.
19:53And from here, you're going to move into that proposal request phase.
19:57So, on these next couple of slides, we'll dig into that a bit deeper.
20:01Do you want to switch slides for me, Kimberly?
20:04Okay.
20:04So, it all starts with a detailed proposal request.
20:07This is what's going to come through.
20:10If you want to click through one more for me, Kimberly.
20:14Two more.
20:15All right.
20:16So, we wanted to highlight a couple of examples for you guys.
20:19In this first one, we were provided with very specific details.
20:25So, for example, the target audience that they wanted to reach was suburban parents to famous rappers.
20:32They mentioned that Waka Flocka reached out to this advertiser, which may seem silly to include in your proposal request as a detail, but bring it on.
20:42Any and everything that you were able to learn in that advertiser needs assessment, you never know.
20:47It might help us devise that strategy.
20:49So, the more specific detail, the better.
20:52Even if it might seem silly, feel free to include it in there.
20:56They gave us some insight into the advertiser's expectations, which is really important.
21:00We want to know what they're looking for and what they're trying to accomplish and how they'll be judging success for the campaign.
21:06And then, additionally, some revisions came through after the initial request here.
21:11So, they very clearly outlined for us what needed to be changed, which is super helpful so that we have those details buttoned up and can make sure that you're pitching what is right for the advertiser based on their needs.
21:23So, acknowledge any of those revisions that may come through and we can adjust accordingly.
21:27One of the tips with this proposal request was in regards to the location targeting.
21:33So, they wanted to reach from the Virginia to Florida coast and then Colorado to Texas.
21:39So, based on that, we would require a pretty significant budget in order to be efficient.
21:45So, just a reminder, don't be scared to have those conversations with your advertiser.
21:49If they're looking to have a broad reach like that with a large geo target, make sure you're having that conversation regarding the budget
21:56and what we think would be appropriate in order to ensure we're efficiently hitting that large of a market.
22:01Or, alternatively, how we might be able to scale back based on the budget that they do have in order to say what geo target we think would be an efficient reach for them.
22:12So, really great example overall.
22:15In this next one, you'll see that we got very specific tactical direction.
22:20So, they wanted a few different tiers and outlined what tactics they wanted to pitch by tier, what to layer on as the tier got higher.
22:30So, this was great, really helpful.
22:32But we also wanted to call out that you don't have to provide this level of detail.
22:37So, we can help on both sides of the spectrum.
22:39If you're in this type of position where you really have a great idea of what you want to pitch to them and you just need some help pricing it out and putting the deck together, we can help with that.
22:51Or, alternatively, if you don't really have that level of detail and you're not sure what exactly you want to pitch, we can help devise that strategy as well and put the whole thing together for you.
23:01So, either way works.
23:02This example was just a bit more specific and also provided really specific location targeting.
23:09So, Tampa Bay and Clearwater Beach as the geo target, which was definitely very achievable to have enough reach based on the budget that we were putting in front of them.
23:18So, another great example here.
23:22All right.
23:23So, next couple of steps on this journey to go live.
23:26The advertiser said yes.
23:28So, from there, we'll talk about the Marketron order submission, approvals, and getting started on those next steps, like Rachel had mentioned, what you can work through in that interim period.
23:41Next slide, Kimberly.
23:43All right.
23:44So, while you're working through the billing, there are a couple of steps that you can get started on in order to keep things in motion.
23:51So, first is the creative strategy.
23:53You're, of course, going to want to find out if the client will be providing their own creative.
23:58If that's the case, we'll want to make sure that we're providing them with all of the ad sizes, the spec requirements, everything that we'll need from them in order to fulfill what they bought into.
24:08And then, if not, we can get started on brainstorming.
24:12We can help decide what that creative might look like, what the messaging should be, and the creative team is here to support you with that.
24:19And then, the next step you can start working on is that media request form.
24:22So, we'll dive into that deeper on this next slide.
24:25So, you can find this form under sales forms in Beasley Academy, and we just wanted to walk through a few different tips and tricks for the different sections of the form.
24:37So, in the audience extension order form, you'll see that we asked for the geo target.
24:43Just a reminder that this field is referring to the geographical location where we want to serve those ads.
24:50So, like we just talked about with the Tampa and Clearwater example, or Virginia to Florida, that would be your example of the geo target, which is different than geo fencing.
25:01So, just keep in mind while you're filling out that section of the form that it's two different things there.
25:05And then, the geo fence and keyword forms only need to be filled out if those tactics were included in the buy.
25:13So, if you didn't sell either of those things, you don't need to worry about those forms.
25:18You can just keep it moving.
25:20And then, the social form, you're going to want to make sure you provide all the relative handles and URLs for that advertiser, because we can't get started without it.
25:29So, definitely make sure that you're asking for that information up front before you submit your social form.
25:36Then, in regards to email, our biggest tip here is to provide as much detail as possible.
25:41It's definitely better to provide a plethora of content versus not enough.
25:47Email campaigns are definitely different from a regular display banner set, where it's a very consolidated call to action.
25:54We want to make sure that we have enough content to make the email engaging and make people want to click through to the website.
26:01So, the more, the better in regards to email marketing.
26:05And then, lastly, for SEM, we'll make sure to have the ad copy written for you.
26:11But just within the form, you're going to want to make sure to provide enough direction on what the focus of the campaign should be,
26:18so that we know what to focus the ad copy on, and that it will correspond accordingly, based on those goals and the focus.
26:26So, those are some helpful tips within the media request form.
26:30And from here, we'll transition through to some creative best practices, which Nicole will walk you guys through.
26:38Thanks, Carly.
26:39Good morning, everyone.
26:45Can we move to the next slide, please?
26:49So, I wanted to give you a few tips on how to strengthen your advertiser's campaign through both creative and copy.
26:55Having the right messaging is equally as important as having the right creative,
27:00because together it helps deliver that one-two punch.
27:04So, an image might catch a potential consumer's eye, but ultimately, you know,
27:10having that right messaging and copy will definitely help, you know, whether or not they interact with that ad.
27:18So, how we can accomplish this is you can brainstorm ideas together, researching what their competitors are doing,
27:26and by checking the ANA form to see if anything catches your eye.
27:30We can also make sure advertisers are using quality images.
27:34So, please don't hesitate to utilize our creative team by filling out a creative request in Fuse.
27:40Once the creative team uploads the graphics for advertiser approval, please be sure to add that the creative is approved in the Fuse timeline.
27:50Next slide, please.
27:51So, in the social space, we receive a lot of images that are over the 20% text limit.
28:00And for those of you that are not familiar with this limit, Facebook offers images on their platform that have little or no text.
28:07And you can see I provided a couple of examples.
28:10On the top, the text is larger and it's over the limit.
28:13But on the bottom, the text is in line and we're still able to get the advertiser's message across.
28:22And the reason that we're so strict about this is because if it's over the limit, Facebook can reject the image or it can lower, they can reduce the delivery of it, which, you know, in turn will affect the results.
28:40So, we really, you know, want to make sure that this gets past the checker.
28:44So, I have included a tool that you or the advertiser can use to check these images.
28:50Next slide, please.
28:53I also wanted to give you some more insight on the social copy.
28:57So, you can see in Facebook, we have the ability to add the copy in the headline and the caption.
29:05And on Twitter, we can use the caption.
29:07So, you know, with that in mind, this is even more of a reason why we don't need to clutter the image with text.
29:18You're also going to see a couple disclosures here.
29:21You can see that, you know, next to Power 98, we have the client tagged using the branded content tool.
29:28And the Facebook branded content policy states that, you know, we have to disclose the relationship between our business and another business.
29:39You're also going to see the hashtag ad.
29:41That is an FTC policy.
29:43So, you know, they promote truth in advertising.
29:46And just using that, you know, tiny little disclosure, which most people don't even notice, protects us from deceptive advertising.
29:54And now I'm going to pass it over to Rachel.
30:00So, we are at the point where we have hopefully figured out the creative.
30:07We have a signed and ready-to-go SO.
30:11And we've pre-filled out our media request form.
30:14So, we're ready to submit that FUSE ticket.
30:16We're ready to get this campaign set up.
30:18So, the next slide, I'm going to take you through some of what happens during campaign set up, right?
30:25You've done a lot of work to get us to the point where we have all the information that we need to set everything up.
30:30So, a couple of things that happen behind the scenes is creative is tested and approved within the respective platforms.
30:38So, we do our best to build out the creative to meet all guidelines for the platforms that we utilize.
30:44But some things happen, right?
30:46Sometimes the advertiser may have creative that we think is fine and for some reason it gets disapproved.
30:51So, things can happen at the steps, which is a reason why we like to have that three business day turnaround or, you know,
30:59the different business day turnaround times in place to make sure that we're keeping that in mind and getting the approvals that we need.
31:05If needed, we'll create unique URLs to indicate the campaign source parameters via Google Analytics.
31:14So, we can provide you those URLs.
31:16We'll also provide any necessary pixels that we'll need to capture within this campaign.
31:23One tip I do have here that I've noticed is if you have an advertiser that maybe hasn't ran digital before or isn't as savvy,
31:32this is a place where we can kind of get a hiccup in our campaign setup.
31:37So, if you have any indication that you think the advertiser might have a little bit of an issue placing that pixel,
31:43I would recommend building in a couple more days into your campaign setup time to allow for the advertiser about, you know,
31:50two to three business days to get that up and running.
31:53Sometimes the advertisers are not the person who has to place that pixel and they may have to go to a third party or another contact to be able to place that for us.
32:01So, sometimes it does take time.
32:04All campaign components are set up and based, set up and provided based on the direction from the media request form and the fuse ticket and the SO.
32:14So, what we're doing is we're looking at all of those pieces and taking that and translating it into the respective platform that we're advertising on.
32:25So, things like drawing the geofence around the store so that way we can capture in-store traffic.
32:32We'll do things like that.
32:34If you had a request on keywords and a list of keywords you wanted us to include, we'll make sure those are included at that time.
32:41We also will provide any type of conversion zones or set up any of the back-end pieces that we need.
32:52So, it does take time for us to be able to set up these campaigns and make sure that we've kind of dotted our I's and crossed all of our T's.
33:00And then finally, we QA the campaigns to ensure accuracy before we go live.
33:05We want to make sure that your advertiser has the absolute best experience with us.
33:09So, ensuring that you're allowing that three business day turnaround time or enough turnaround time for us to QA campaigns is really important.
33:20So, that's what happens during campaign setup.
33:22I have some best practices.
33:25I know that we threw a lot at you, a lot of information, and I hope it's very helpful for you in being successful with the campaign setup.
33:33But some things to keep in mind is we really like to launch campaigns on Monday through Thursday.
33:38The reason for that is we want to come back the next day and check on the campaign and make sure everything went live.
33:44So, we try to make that happen.
33:48We know sometimes that won't happen, and that's okay, but that's our goal.
33:52We do have an urgent request process.
33:55So, if you do have an urgent request, we want to do everything that we can to make sure that we can fulfill everything.
34:01So, we do have a document that you can fill out to present that urgent request.
34:09We'll do our best to fulfill it.
34:10Sometimes we can, and sometimes we won't be able to, and we'll make sure to communicate that with you within three hours of putting in the urgent request.
34:19And then, all the resources covered today can be found on Beasley Academy under sales forms.
34:28Make sure that you use that branded content tool on Facebook or Instagram for any paid elements.
34:34If you have any questions, if you're not sure if it qualifies as branded content, please reach out to us, and we're happy to go over that with you.
34:41And then, another thing that I see a lot is changes to existing campaigns.
34:46So, when a campaign is up and running, we know things happen within that campaign.
34:51Some things, maybe the advertiser needs to add a zip code.
34:54Maybe the advertiser wants to change their creative for a flash sale that they have going on.
34:59And we want to make sure that we can make those changes for you.
35:03So, the first thing to really look out for is if you are looking at creative, make sure you account that into the timeframe to get campaign changes live.
35:13So, when you think about creative, it's a brand new creative request.
35:16So, that's three business day turnaround time.
35:19And then, you'll be able to submit that creative and into a change request on Fuse.
35:25So, in total, when you have a creative change, you really want to think about five to seven business days in order to be able to get that creative up and running.
35:33And then, just one thing to keep in mind, if you do change creative mid-flight is within Facebook posts, those changes will cause us to have a loss of engagement metric.
35:45So, if you have any questions on, hey, we want to change creative, should I do this, what is my best approach, we're happy to help.
35:52So, please reach out on the original Fuse ticket and we'll answer any questions that you may have.
35:57So, Ashley's going to bring things home and talk about some advertiser expectations.
36:04Oh, great.
36:04Thank you, Rachel.
36:05Thank you, Carly and Nicole.
36:07I think this was so helpful.
36:08It's helpful to see the journey in front of you on a picture to understand the life of it.
36:13So, I think this kind of wraps everything together in a nice package.
36:18I just wanted to end the session with this.
36:20So, we talked a lot about turnaround times the last few weeks, actually, and I think it's really important for us to know these turnaround times.
36:29It's also important for us to know how to set the expectation with the client.
36:34If we know the turnaround times, that's great, but we work with a lot of different types of advertisers and we might want to set the expectation a little differently depending on who we're talking to.
36:42So, if we're talking to a well-versed advertiser that already has creative, okay, three business day turnaround time, we feel comfortable with that, we can deliver that.
36:51If it's someone who needs creative or they're not familiar with digital or they're new to us, then give yourself a little more time.
36:59Eight to ten business days, we can over-deliver and exceed expectations, but you don't want to get stuck.
37:05And then, especially if it's someone new to not only us, but to advertising in general, that's not very savvy, give yourself even more time.
37:17Again, we can over-deliver, but I think setting the right expectation with the client just starts the campaign off on a good note.
37:26Okay, next slide, Kim.
37:28So, that was today's session.
37:29I hope you guys enjoyed it.
37:31You can find this session under Tuesday training instead of Thursday training on Academy.
37:36You can also, we're sending an email after this session is complete with a link to get you right to today's session.
37:45So, please look out for that.
37:47We do not have a quiz this week because you guys are doing Salesforce and keep doing the Salesforce and learning that.
37:53But thank you guys for joining and I don't think I see any questions.
38:01Where will this presentation be saved?
38:03It's saved on Academy and you guys will all have the link.
38:05Let me know if you have any trouble with it.
38:08But thank you guys for joining and we will talk to you guys next Tuesday.
38:12Bye.
38:13Have a good week.
38:13Have a good week.