SCRIPT MAIN CALL

Hello, this is _____, from META TECH PRO TEAM. Am I speaking to [Advertiser’s name]?

A call should be done exactly on scheduled time. Late call is counted after 4:59 mins from the time scheduled in the assignment.

If you have rescheduled the call (but not in CRM) or your advertiser asked to call earlier/later – do not forget to mention this in the notes when logging.

I am calling you regarding a scheduled appointment on implementation of [Pixel/CAPI/AB/Conversion/Brand Lift test/Catalogue/etc.] for your account.

I must inform you that this call is being RECORDED FOR TRAINING AND QUALITY PURPOSES, is it fine with you? You can opt out of any marketing calls at any time.

Call disclaimer must take place within the first 2 minutes since the advertiser picked up.

The Advertiser must say clearly “yes” or “no” to continue to the next steps. If there is no clear answer – feel free to ask again.

If the Advertiser declines the recording – we are not allowed to proceed with the call.

You can politely ask: “In this case I’m not permitted to continue our conversation and obliged to finish the call. Would you like to reconsider?”

For VERIFICATION I need your LAST 4 DIGITS OF YOUR AD ACCOUNT number.

To help the Advertiser it is allowed to tell them the Ad Account name or 4 FIRST digits of the ID.

As an exception, verification can be done by email (Advertiser must spell it out loud and clear in full).
The 4 last digits of the Business Manager can also be qualified as verification.

Please, tell me your email to confirm the information I have. I will use it to send you a Webex link for screen sharing, as well as some relevant materials in addition after the call.

Today’s meeting will take around 40 mins.

Our agenda for today is [Pixel/CAPI/etc setup/optimisation]. Your Marketing Pro has also mentioned you also have a question about […]. Would you like to add anything to our discussion?

Include discovery questions and collect Insights: see further down Discovery Questions.

Example:

Which other platforms do you use for advertising? Do you already use their Pixels?
Have you faced any issues while using Meta platforms or Business tools?

Include Commercial Conversation: see further down Commercial Conversations.

Example:
When I prepared, I noticed that you work with … platform and focus on collecting [Purchases/Leads/Applications/etc.].

I also noticed you are currently running (XXXX) campaigns and you mentioned that [Metric 1] and [Metric 2] are the most valuable metrics for your business.

The solution we are going to be implementing today should improve your [XXXX campaign results/metric 1/metric 2/etc.]. On average we see …% improvement for similar businesses.

Let me schedule a new appointment with your Marketing Pro so that you could continue working on (XXXXX) the campaigns or in case you will need more assistance from us.

If scheduling is not available you can say: I have checked, but it seems like I am not able to schedule a call with your Marketing Pro for you due to an error in my system. Would it be convenient for you to use a link that I am going to include in my follow-up email?

Do you have any more questions left on what we have implemented today?

Did you find this call helpful?

How do you plan to apply the solution we’ve implemented?

Let me briefly recap our today’s conversation:
We have implemented [Pixel/CAPI/Catalogue/AB/Conversion/Brand lift test/etc] on […] platform and discussed […] in addition.

Please, feel free to email me directly in case you need additional assistance on what we have set up today. Have a nice day!

Commercial Conversations

NB: These are examples of the sentences you might want to use on call. It is recommended to rewrite these sentences using your own vocabulary but following the same structure in order to sound more confident on the call. Please, consult with your QE if your wording will be evaluated positively.

Commercial conversation (CoCo) contains 3 parts:

Identify the client’s key metrics and commercial priorities.

This part can be covered via Discovery Questions -> Marketing Questions

Connect the solution’s benefits to these priorities.

The core part of CoCo. Explain how this particular solution you are implementing will reflect on the results that the advertiser values the most.

Reinforce the value of leveraging the solution with a Marketing Pro.

This needs to be supported by step 10 of the call – scheduling a FU with an MP.

* Discuss the campaign or test budget if you are implementing a solution that requires running a new campaign, ad set, or requires splitting the budget.
The spend must be sufficient to exit the learning phase per version of the ads.

Suggested calculation: Weekly budget = 60 X avg CPA of similar campaigns in the past (explain why 60: 50 conversions to exit the learning phase and 20% buffer)

Education: Let’s Talk Tests

STEP 1: (pick one)

What one or two metrics are the most important ones you track? Why?
How does your business measure success?
What is the key metric or ROI you are trying to achieve?

STEP 2: (include all 3)

Launching a series of A/B tests will help you to determine the best value strategy for your campaigns and focus the budget on the winning strategy instead of spending it evenly across multiple ad sets.
Since you mentioned that [Metric 1] and [Metric2] are essential for your business, running A/B tests can reflect in up to 30% improvement when following a winning strategy later. In other words, your [Metric 1/CPA/CPR/etc.] being [say the average result for this metric now] can become [calculate new result based on 30% improvement].
Example: “Since you mentioned decreasing the Cost per Purchase would be the most desirable outcome for your business, diverting the budget to the campaign configuration that wins the A/B test, can lead up to a 30% improvement. In other words, your Cost per Purchase, being 10$ now can become 7$.”

Discuss the budget for 2+ versions of the campaign/ad set: the spend must be sufficient to exit the learning phase per version of the ads.

Suggested calculation: Weekly budget = 60 X avg CPA of similar campaigns in the past (explain why 60: 50 conversions to exit the learning phase and 20% buffer)

STEP 3:

After this A/B test runs for [7/14/30/etc.] days your Marketing Pro will help you to identify the winning strategy and launch a new [Sales/Leads/Traffic/other focus campaign objective] campaign following the insights gained via this A/B test.

Education: Ad Policy and Support

STEP 1:

What one or two metrics are the most important ones you track? Why?
How does your business measure success?
What is the key metric or ROI you are trying to achieve?

STEP 2:

Let me help you [directly/by creating a Support ticket] to make sure you do not have any pending [issues with/ restrictions on] your account so that you could safely continue advertising on Meta platforms.

STEP 3:

Education: Payment and Risk Support

STEP 1:

What one or two metrics are the most important ones you track? Why?
How does your business measure success?
What is the key metric or ROI you are trying to achieve?

STEP 2:

In order to prevent future risks let’s make sure together that [all outstanding payments are closed/your payment method is active].

STEP 3:

Expansion: Pixel setup

STEP 1: (pick one)

What one or two metrics are the most important ones you track? Why?
How does your business measure success?
What is the key metric or ROI you are trying to achieve?

STEP 2: (do both)

Having Meta Pixel on your website allows you to add and track specific actions on your website like adding an item to cart or sending a lead form. This allows you to run remarketing campaigns targeting people who have taken these actions or create lookalikes based on these people. You can also run website campaigns that optimize for these actions.
Since you mentioned that Cost Per Result is essential for your business, running a website Purchase/Lead optimized campaign can reflect in up to 78% improvement compared to running link click optimized traffic campaigns. In other words, your Cost per Result being [say the average result for this metric now] can become [calculate new result based on 78% improvement].
Example: “Since you mentioned decreasing the Cost per Purchase would be the most desirable outcome for your business, running a Website Sales Campaign after setting up a Pixel can lead up to a 78% improvement. In other words, your Cost per Purchase, being 10$ now, can become less than 3$.”

STEP 3:

After we set up your Pixel, your Marketing Pro will help you launch a new [Sales/Leads] campaign taking advantage of the tracking we implemented on your website.

Optimization: Pixel optimization

STEP 1: (pick one)

What one or two metrics are the most important ones you track? Why?
How does your business measure success?
What is the key metric or ROI you are trying to achieve?

STEP 2: (do both)

Optimizing your Meta Pixel allows you to collect more detailed and relevant data on the customer journey on your website. This in turn allows you to better optimize your campaigns for specific actions on your website, such as purchases or completing registration forms.
Since you mentioned that Cost Per Result is essential for your business, running a website Purchase/Lead optimized campaign can reflect in up to 78% improvement compared to running link click optimized traffic campaigns. In other words, your Cost per Result being [say the average result for this metric now] can become [calculate new result based on 78% improvement].
Example: “Since you mentioned decreasing the Cost per Purchase would be the most desirable outcome for your business, running a Website Sales Campaign after setting up a Pixel can lead up to a 78% improvement. In other words, your Cost per Purchase, being 10$ now can become less than 3$.”

STEP 3:

After we’ve optimized your Pixel, your Marketing Pro will help you launch new [Sales/Leads] campaigns or create audiences based on taking advantage of the improved tracking on your website.

Expansion: Conversions API setup

STEP 1: (pick one)

What one or two metrics are the most important ones you track? Why?
How does your business measure success?
What is the key metric or ROI you are trying to achieve?

STEP 2: (do both)

Implementing Conversions API on your website allows your Meta Pixel to use server side tracking and continue to function and collect customer journey data regardless of device\browser settings and ad blockers. This allows your ads to continue to be optimized and you to create audiences that could include more Meta users.
Since you mentioned that Cost Per Result is essential for your business, implementing Conversions API on your Meta Pixel can lead up to 13% improvement in CPR compared to just having a Meta Pixel. In other words, your Cost per Result being [say the average result for this metric now] can become [calculate new result based on 78% improvement].
Example: “Since you mentioned decreasing the Cost per Purchase would be the most desirable outcome for your business, running a Website Sales Campaign after setting up a Pixel can lead up to a 78% improvement. In other words, your Cost per Purchase, being 10$ now can become less than 3$.”

STEP 3:

After we set up your Pixel, your Marketing Pro will help you launch a new [Sales/Leads] campaign taking advantage of the tracking we implemented on your website.

CAPI: on average/up to

CAPI CRM: on average/up to 15% reduction in cost per quality lead and 44% increase in rate of converting a lead to a quality lead compared to ads using the leads performance goal.

Pixel Optimization: By optimizing the Pixel, the information provided by the events is now much more accurate. This allows you to make better use of your advertising budget, as the generation of audiences is carried out even more precisely

Catalog Setup: By automating some aspects of your product catalog setup process, you reduce the risk of catalog errors. Such errors can negatively impact your customers’ user experience and make it difficult to implement your promotional strategy.