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1. "I am your Meta Strategy Partner"

2. 4 calls in a quarter

3. 5 pillars:

Sales Oriented

High Sophistication

Test and Learn Mentality (pitch AB test in every calls)

Volatility and Performance

Double Click Mindset (get your goals step by step)

Using Organization Scorecard

Using Insight Report

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Focus on Bussiness Goal and gain as much as revenue possible

Build strong relationship with adv

Scorecard

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Definition of Acc+

Different pro teams

Skill + mindset for Acc+

Types of POC for advertisers

Different types of sale calls

Score card for the current situation + opportunities

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Acc+ Adv maybe some big corp in market, we will talk to C-Level who focus on business not only ads performance.

Elite support team with 50% successful appeal ratio

Report Insight useful

Muilti-call per adv in a quarter

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Scorecard can help MP to check how effectively Adv are using special features of Meta (Ex: Account Simplification, Reels, ASC, etc.)

Call Road-Map with double-click mindset: discover -> identify opportunity --> follow-up to review performance

Acc + is focusing on business level not just campaign level

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When conducting a call, remember:

Be a business consultant

Talk with statistics

Apply OCIR in every call

Make use of Meta Tools (IDD, Scorecard..)

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Acc+ training

What A+ program

Skill and mindset: unique value, clients

Performance report: Scorecard, insight report

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ACC+ : driving sales to long term relationship in business level

Call roadmapping: 3 calls for 1 adv

30mins prep work

>30K+ /quarterly book 100 adv

How to contact adv as their team

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-call roadmapping

-ac+ is the program to driving sales to long term relationship in Business level

-ac+ need to use tools especially IDD

-score card

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In AC+, we will focus more on business, with high solutions from IDD, data-driven, test and learn mentality and double click mindset.

Workflow:

Intro/cold call

1st call> account plan/ commercial conversation

2nd call > check in previous performance + test and learn

3rd call> commitment action

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Planning Matrix

OPP: Revenue (high spender)

LOS: seasonality, new product, new camp

-> identify the graph

Service Level Strategy

-> 4 TIERs -> level of calls for prioritization (Service Level Roadmap)

x2 budget -> CR increase 70%

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Prioritise adv to pitch base on Spending and Seasonality

Step back to look overall opportunity when discuss with adv about increasing budget, not only CPR, Number of Purchase

Go deepdive with the report, talk about the number, the trend go up or down through day/month/quater/year.

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Criteria: OPP and LOS, to divide org into 4 types of A-B-C-D

OPP: high spenders

LOS: seasonalities

Focus on revenue but don't forget potential Tier C to upscale budget in seasonal moment

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Acc+ training 2

Planing matrix: 4 tiers, Opp, Los

Let talk number

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OPP - High Spenders / LOS - Seasonalities

A: Opp+, LOS+ -- 6 Calls

B: OPP+, LOS- -- 4 Calls

C: OPP-, LOS + --<=3 calls

D: OPP+, LOS - --<=3 calls

Let's talk number: can compare ads metrics btw 2 time period (same length) in the Report to identify and explain for the relevance btw budget spending and ads performance metrics

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BOOK PRIORITISATION & REVENUE PLANNING

Tier A (high priority in 1st month) - Tier B (priority in 2nd month) - Tier C - Tier D

Let's talk number about trends / metrics / business plans / budget - revenue

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look over on service levels : TierA>C>B>D

TierA: +OPP +LOS

TierB: +OPP -LOS

TierC: -OPP +LOS

TierD: -OPP -LOS

Opportunity (revenue) : high spenders

LOS: seasonality that adv might increase the budget

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-allocate adv. to planning matrix oppotunity & los (service level A-D)

-focus on tier A as a goal (opp+ los+) to increase the revenue

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We will prioritize by using planning matrix below:

Tier A: +OPP + LOS eg. Clothes, personal care, home appliances

Tier B: +OPP -LOS eg. Automotive/ real estate

Tier C: -OPP +LOS Souvenir/ Travel

Priority List: A>B>C>D

**OPP = high spender in revenue

**LOS: likelihood of success by increase budget during seasonal season

Let's talk numbers: we use reports as a data driven to consult and convince client to invest more

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Value (CPM) = Adv bid * %action rate esstimate(revlevant CTR, meta keep time of user in the platform) + User value (target exactly user for specific product/ads)

Frenquecy (small for quick product Tee, clothes,.. high for highend product ex real estate,...)

Use IDD to check opportunity

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Acc+ training 2

Planing matrix: 4 tiers, Opp, Los

Let talk number

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OCIR includes 4 steps: observe - conceptualize, interpret, recommend. It can cover from discovery to tailored solutions in the call and create a call story to engage with advertisers

Highlights of IDD: recommendation part

Check for Algorithm of ad delivery / bidding...

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**check if any opportunity or recommendation need to be bring up to adv

for example

pixel / CAPI

auction overlap

audience overlap

delivery

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OCIR is the framework to make MP more understand about Adv.'s business and can provide solution to them.

O is Observe

C is Contexualize

I is Interpret

R is Recommend

IDD is the tools for MP to check the problems and find any solutions/recommendation for Adv.

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Value (CPM) = Adv bid * %action rate esstimate(revlevant CTR, meta keep time of user in the platform) + User value (target exactly user for specific product/ads)

Frenquecy (small for quick product Tee, clothes,.. high for highend product ex real estate,...)

Use IDD to check opportunity

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OCIR:

O> Observe: what's going on + provided solutions and recommendations using AM/IDD/score card/ insights report

C> Contextual: What's business trends of clients and overall market in the same industry

I> Interpret: by apply the information + trends and recommendations to help clients success

R> Recommendations: recommending what is best for clients campaigns performance and business needs

IDD: We use IDD as a hub to find any recommended recommendations then propose to clients

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OCIR framework

Observe : details pre-call prep work with AM IDD UBD score card or insight report

Contextualize : business strategy / market trend

Interpret : analyze with the results

Recommend the solution

IDD look over any recommendation

for example targeting, performance, bid and budget, invalidation etc

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OCIR

Observe: Diagnostic tools, Apply, bid & budget

Contextualize: Business context, performance

Interpret: KPI, Anchor

Recommend

IDD

recommendations

Hierarchy

Insight

Delivery

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OCIR

O: Observe information and details to give clients recommendations in AM/IDD/insight report/score card

C: Contextual> Industry business trends

I: Interpret : Apply information, recommendations and business trends to help clients succeed

R: Recommend : Give proper recommendations to clients

IDD: Is a hub where we find recommendations and contextual to discuss and propose clients

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1. Focus and understand about How to Meta ad auction

2. Use OCIR prepare and understand about advertiser' business

3. Use IDD check the problems such as audience overlap , auction overlap , etc. and delivery how pacing is in a day.

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Total value = advertiser bid x estimated action rate + user value

bid cap, cost cap: https://www.facebook.com/business/news/maximize-campaign-results-with-cost-cap-bidding

-> reflect advertiser's bid

CPM reflects total value

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Auction drivers

- adv controls

- machine learning

- pacing system

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O: AM, IDD, UBD, scorecard + insight report

C:

I: connect the dots

R

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IDD

Hierarchy

Bid&budget

Auction Overlap rate = compete each other before going to auction

opportunity > pacing period in the delivery for 5-7 days -> increase money

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FBB -> Choose the hypothesis -> run test > 2 week

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Ask objectives

How do you feel about the ads performance?

Ask key success metrics

Where and how do you check it? How do you compare them?

FBB of A/B testing

Choose hypothesis

Run test - 2 weeks

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Comparing a topic such as target audience, placement, content selection etc. between campaign level or ad set level or ad level.

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Ask for any opportunity => FBB => Pitch => Walk thru

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Let's talk test:

We begin the process of Let's talk test in the scenario that clients don't know what's creative or setup better than each other in comparison after discovery and consult with client needs; FBB > handoff to Technical Pro to contact

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-After pitched about A/B testing then pass to MTP

-FBB about how it work with Adv.'s ads to compare to get the winner

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Find out ADV's concerns while running several camps (ad sets, ads / creatives...)

FBB

Open AM => create 2 campaigns or 2 ad sets or 2 creatives (it depends)

Tick on 2 objects that you want to apply

Choose measurement metrics

Duration to test => Apply

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Let's talk test:

Setup: A/B Test on 3 different levels: Ad Set, Campaign, Group of Campaigns

You can test up to 5 variations:

Audience

Creative

Placement

Optimization

Freeform

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We use when the ad has some problems such as system unable to find correct audiences or appealing creative etc. or advertiser have to test that I told on top.

1. Learning for 2 weeks

2. Comparing 2 things that you want to test > audience/ creative / placement.

3. Create on Ads Manager A/B Testing

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1.ask adv that which point they would like to test , for example; audience, creative, optimization

2.FAB

3.make schedule with MTP (A/B testing walk though)

4. Maturement pro

5.MP follow up the result

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1.Discover - Challenge from advertiser (objective,audience,performance goal, placement, creative)

2.FAB- explain why they need to do A/B to get their best set up

3.Gain commitment and pass to MTP

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Increamentality: Giá trị khách hàng gia tăng từ ads FB có thể đo lường được Let's talk value

Awareness: Brand lift

SAles - CTM - CTMPO: Conversioin lift