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I’m X, calling on behalf of Google, I’m your account strategist for this quarter.
How are you?
⚠️ Confirmation checks:
Before we start I would like to inform you that this call might be recorded for training and quality reasons, is it ok for you?
Let’s also confirm we are talking about the same account. I will name the first 6 digits of your account number (that you find on the top right corner) and you can confirm the last four digit
Purpose / Benefits / Check / Agenda
I will be the point of contact between your company and google, we scheduled this call to help you achieve better performance with your accounts and reach your goals by optimizing your account, updating you on the news on google ads and giving you support
Is that making sense for you? Perfect.
The call will be around 30 to 40 min. First I will ask you some questions about your agency and client, then we will move to the optimization of your account and after that we will clear up any questions that you have.
AGENCY QUESTIONS → ASK – LISTEN – PROBE
Can you tell me what services you offer your clients?
(Google Ads, Social Media, SEO, Website development etc)
What is your level of expertise in Google Ads?
How much time do you spend optimizing this account?
Do you need approval for some specific tasks before making changes?
How do you report the results to the client? On a weekly/monthly basis.
How often do you meet with the client?
How do you charge the client? (fixed amount, commission based on performance)
What are your challenges at the agency level with this client?
Ok. Thanks for taking the time to answer all my questions. Now that I better understand your goal which is to achieve (Insert the MO + success metric + quantitative goal) in a month, we can move to your account and optimize your campaigns. Could you please share your screen with me?
Today’s optimization will be divided into a few steps, first we will focus on the measurement of your goals, then the quality of your ads and the bidding, then budget.
1 – CONVERSION TRACKING (PITCH)
You mentioned that your goal is to increase the number of leads/sales you receive every month, which means you are focused on conversion. I noticed that:
You are not tracking Website conversions in your account or the conversion tracking in your account is not working.
⚠️ Guide the client to Tools and Settings > Measurement > Conversions
Website conversion tracking helps you understand if your campaigns are effective and if you are reaching your goal with Google Ads, you can see which of the clicks turn into leads/sales and also measure the value of them. You just need to create a conversion action and install a tag (piece of code) on your website.
This is a fundamental step to optimize your campaigns towards your final goal so it will help to identify the main sources of conversion and spend the campaign budget smarter as it will also unlock the possibility to use advanced features like Smart Bidding.
What do you think about to start tracking conversions?
⚠️ Make sure to follow the all best practices to set up the appointment:
Book the appointment at least 24 hours in advance.
Make sure the client has back end access to the website or the Tag Manager, otherwise ask if they have a web master that can join the call.
Confirm date and time of availability.
Confirm the phone number and email address for both advertiser and web developer.
It is important to accept the meeting in the email at least 24h in advance, so please if you can’t come to this meeting, you can send me an email and we can change to another day.
2 – BUDGET (PITCH)
Now that we made sure your conversion tracking is in place, let’s check how your campaign is going.
⚠️ Guide the client to the campaign level > Columns > Competitive Metrics > select and apply:
Search Impression share
Lost IS (budget)
Lost IS (rank)
Impression share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get.
You are getting X% versus the total impressions.
Well, we can see that you are losing X percent of impressions for Budget. To improve it we need to look at the bid with your actual Average CPC that is X.
Why (Goal + Search Lost IS Budget + forecast):
Because you told me that your goal is to achieve X amount of conversion each month and your campaign is (limited by budget) and you are lose losing x% in the Lost Impression share because of the budget), I believe that increasing the budget is a smart move.
⚠️ Mention any other info the client shared during the needs assessment in terms of seasonality or new opportunities.
What (offer an +15% increased budget):
Because you told me that you want X conversions per month, if we increase your budget from X to X we have the possibility to achieve that.
So we need to increase the budget to cover the impression missing, new opportunities or anticipate seasonal picks.
⚠️ Offer a +15% increased budget:
Play around with the budget explorer and show the impact of different amounts.
Propose an amount that you think could work for the client and bargain if necessary.
By raising the budget we can expect to show the ads more often that can lead to more clicks and consequently more conversions. We can also be more competitive and try to show the ads more often than your competitors.
Let’s have a look at that little icon you see close to the budget value, when you click on it you will see some estimations of what would happen if you raise the budget to a certain amount.
Are you ok increasing the budget from X to X in order to get the more impressions X clics / X conversions?
3 – OPTISCORE (PITCH)
Now that we reviewd the buget, let’s check how your campaign is going in quality terms.
⚠️ Guide the client to the Recommendations Tab
Here we are on the recommendations page, the optimization score is a real-time score from 0 to 100% that Google gives to your account to evaluate how good it is set up to perform and if you are following all the best practices based on your goals, the evolution of your account and new opportunities that surface. The higher it is the better.
Have you seen this page before? When you have time I would recommend you to go over this page and apply the recommendations that make sense to you. This will help you keep your account always optimized and up to date.
Since we don’t have much time today to go through all the recommendations, I would like to show you another feature that will help save even more time and effort.
⚠️ Guide the client to the Auto-Apply button
This is a recent feature that was launched on Google Ads, have you heard about it before?
Why (Goal + Search Lost IS Ad Rank):
Since your time is precious and optimizing everyday your google ads campaign isn’t possible for you, we can keep your account optimized by automatically applying some recommendation that we will choose wisely according to your goal, that is leads/sales.
AAR is a tool that will allow you to automatically apply SOME of the recommendations you can find in the recommendation tab that we just saw.
It helps you save time and optimize your account in real-time. We can choose the recommendation categories we want to apply automatically. If and when this recommendation appears in the recommendation tab in Optiscore (it could be now, in a few days, weeks, months or even never), it will be automatically applied within the next 24h.
⚠️ Important to mention:
It will be automatically applied within the next 24h.“You still keep control by choosing which recommendations to enroll in and can change your mind and enroll anytime.
After the enrollment you will have full visibility on what was applied and when through the history and change history tabs-
You will also receive a weekly report via email every week.
We can expect a higher optimization score and an account optimized according to our MO (Mention advertiser marketing goal) and save a lot of time.”
Pitch minimum 2 Fundamentals and 2 Advanced (if you have time try to pitch more)
Make sure to link every single recommendation to the client’s goal
No conversion tracking at all
No AAR advanced, you can pitch it but not implement it on AAR
Conversion tracking inactive
NO ARR advanced, you can pitch it but not implement it on AAR
Conversion action in primary, for example call from Ads
You can implement it, pitch it and implement it
CLOSING / RECAP
– That’s all for today. To recap we discussed conversion tracking since conversions are your main goal,
– Then we spoke about recommendations to increase your account’s Optimization Score.
– We added X and Y recommendations in the auto-apply menu and raised the budget to X amount.
Is everything clear for you? Do you have any further questions?”
Clarify next steps (follow up appointment / tag team appointment, how to analyze results):
– As I said before, it is important to let the account adjust to the new features we implemented, so please avoid making changes for at least 2 or 3 weeks, after that you will be able to analyze results in the best way possible (learning period).
– Please don’t forget about the appointment we scheduled with the Technical Solutions Team for x day, x time.
– I will also send you an email after the call to summarize all the features discussed and add some additional info in case you want to deep dive on them. Could you please confirm your email address?
Perfect, thank you very much. It was a pleasure speaking with you. Have a great day, bye!”
POST CALL STEPS
Connect Sales notes:
Fill in the customer context with notes about the Needs Assessment questions > in the PLAN page in connect sales
Confirm the MO in connect sales > PLAN page in connect sales
Use the Tag team template and schedule the appointment in connect sales click on Cases tab, select tagging solutions and create the case
Log the offerings pitched (mention them one by one)
Maximize Conversions / Max conversions with tCPA / Value bidding
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