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

Build strong relationship with adv

Scorecard

Elite support team with 50% successful appeal ratio

Report Insight useful

Muilti-call per adv in a quarter

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

• Be a business consultant

• Talk with statistics

• Apply OCIR in every call

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

• What A+ program

• Skill and mindset: unique value, clients

• Performance report: Scorecard, insight report

Call roadmapping: 3 calls for 1 adv

30mins prep work

>30K+ /quarterly book 100 adv

How to contact adv as their team

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

-ac+ need to use tools especially IDD

-score card

Workflow:

Intro/cold call

1st call> account plan/ commercial conversation

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

3rd call> commitment action

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%

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.

• OPP: high spenders

• LOS: seasonalities

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

Planing matrix: 4 tiers, Opp, Los

Let talk number

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

• 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

TierA: +OPP +LOS

TierB: +OPP -LOS

TierC: -OPP +LOS

TierD: -OPP -LOS

• Opportunity (revenue) : high spenders

• LOS: seasonality that adv might increase the budget

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

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

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

Use IDD to check opportunity

Planing matrix: 4 tiers, Opp, Los

Let talk number

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...

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

for example

pixel / CAPI

auction overlap

audience overlap

delivery

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.

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

Use IDD to check opportunity

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

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

• Observe: Diagnostic tools, Apply, bid & budget

• Contextualize: Business context, performance

• Interpret: KPI, Anchor

• Recommend

IDD

• recommendations

• Hierarchy

• Insight

• Delivery

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

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

-------------------------------------------------

Auction drivers

- adv controls

- machine learning

- pacing system

-------------------------------------------------

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

C:

I: connect the dots

R

-------------------------------------------------

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

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

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

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

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

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

2.FAB

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

4. Maturement pro

5.MP follow up the result

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

3.Gain commitment and pass to MTP

Awareness: Brand lift

SAles - CTM - CTMPO: Conversioin lift