• Give the client an example Monthly Report for the product(s) being purchased.
  
  
• Discuss that the client probably will not see their ad and why.
  
  
• Remind client that national average click rate is .07% most people don’t click, but we will track View Throughs and Conversions.
  
  

• Does the client have the ability to install a container tag on their own?

  • If not, we’ll need a login to their website, username and password.
    
    
• Ask the client to add us as an “admin” on their Google Analytics & Google My Business account.

• What is the URL of the click-through landing page?

  • What page of the website do they want people to land on after clicking on their ad? It should be the page that relates to the ad.
    
    

• What conversions does the client want us to track? We need the URL of the pages where the conversions are. This should not be the click-through landing page. (No Conversion Tracking or View Throughs for Online Audio or OTT)

  • For example: www.client.com/contact-us. Refer to your Conversions One Sheet if you need ideas.
  • Ask the client how the campaign success will be judged – what criteria? What is the client expecting in terms of results?
    
    

• Will the client be providing the ad creative or does the client need it created by your team? REMEMBER: WE NEED ART AND ALL CAMPAIGN INFO 3 BUSINESS DAYS BEFORE A CAMPAIGN STARTS.

  • If client is creating the ads provide them with ad specs (See PRE-CAMPAIGN CHECKLIST.)
  • If your team is creating the ads, ask the client:
  • What is goal of the campaign, what does the client want the user to do? What is the offer or the call-to-action for the ad? Does the client have photos/images they would like you to use? Are there certain fonts, colors, or style they like? Colors they dislike? (go to www.moat.com and show category examples). You need a high-resolution client logo in .jpg or .png format.
    
    
• If the client is using UTM codes:
  
  

• If the client is doing Retargeting:

  • Client needs to make sure every page of the website has a valid “Privacy Policy” (usually located in the footer). Any collecting of personal information (for retargeting, processing orders or newsletter signups, etc) client needs to include a privacy policy link clearly visible on all pages
    
    

• If the client is doing Native ads:

  • Does the client have image(s) they want to use, or will you need to provide? (Remember Native exchanges prefer NO TEXT OR LOGO in the image portion. Or if the client is doing video see specs in PRE-CAMPAIGN CHECKLIST.
  • What does the client want the description text to say? (See PRE-CAMPAIGN CHECKLIST for character limits.)
  • What call-to-action text do they want? (See PRE-CAMPAIGN CHECKLIST for character limits.)
    
    

• If the client is doing Mobile Conquesting ads:

  • Do you want dynamic information on your ad, like the address, phone number, distance from a location?
  • If we are geo-fencing locations, we need addresses and what radius around them (please use excel file if more than a few).
  • For Address Targeting ask if the list is First Party Data the client has collected or purchased list of “opt in to be marketed to” and the file must contain a header line with the format: Address, Address 2, City, State, Zip Code. Allow 5 days lead time for list to be “mapped”.
    
    

• If the client is doing Facebook or Instagram ads:

  • Client must have a Facebook business page (personal page will not work) established or we can not serve Facebook ads.
  • Do they have image(s) to use or will you need to provide? (Remember Facebook/Instagram prefer NO TEXT OR LOGO in the image.)
  • What does the client want the text to say above and below the image? (See PRE-CAMPAIGN CHECKLIST for character limits.)
  • What call-to-action button do they want? (See PRE-CAMPAIGN CHECKLIST for button options.)
  • What is the URL of the client’s Facebook Business Page?
  • For Facebook: Tell the client to accept the request for temporary Page Admin rights to their Facebook Page from SOCIAL MEDIA GURU sent as a notification to their Facebook Business Page. For Instagram: we need their username and password
  • The advertiser’s website must have a “Privacy Policy,” or the ad may be rejected.
  • Advertiser is responsible for monitoring comments on ads.
    
    

• If the client is doing Display ads:

  • We will need the 3 standard banner ad sizes created either by you or the client. (see PRE-CAMPAIGN CHECKLIST for specs).
    
    

• If the client is doing Household IP Targeting:

  • You will need the database list they want to use in excel format of name, street address, zip code. Each in its own column.
  • Discuss if the client will be providing you with a “sold list” each month in order for us to do a “match back analysis”.
    
    

• If the client is doing SEO:

  • Let the client know you will set up an introductory call between you, your digital point person, the client and your SEO expert.
  • Get the client’s website login credentials (URL link to login, username, and password.)
  • Get the clients Google Analytics login information or have them add your company’s Gmail address.
    
    

• If the client is doing Live Chat:

  • There is a slide in the Client Pitch Deck that has all the questions we need answered as well as on the IO form.
    
    

• If the client is doing YouTube:

  • Make sure the client has a YouTube channel and video ad is uploaded there,. We will need the URL link to that video.
  • You will need a companion display ad to go with it (see PRE-CAMPAIGN CHECKLIST).
    
    

• If the client is doing Pre-Roll Video, Native Video or OTT:

  • Go to the PRE-CAMPAIGN CHECKLIST for specs on video ads. Discuss no Conversion Tracking, View Throughs or Clicks for OTT.
    
    

• If the client is doing Online Audio:

  • You need a :15 or :30 audio ad and companion display ad (see PRE-CAMPAIGN CHECKLIST). No Conversion Tracking or View Throughs.
    
    

• If the client is doing Pay-Per-Click:

  • You will need to help the client create the ad copy (see PRE-CAMPAIGN CHECKLIST). No View Through tracking
    
    

• If the client is doing Amazon Premium:

  • Make sure their website is https://. If not, we cannot run the campaign until they do so.
  • Discuss that conversions and view throughs can be tracked but will not be broken out individually on reports; OTT, no conversion tracking.
  • If there is an offer in the ad creative the landing page must also include that information, or it will be disapproved.
  • If we are doing Custom Audience Matching send us the database list to append for percentage of matches. 5-7 days lead time.
    
    

• If the client is doing Social Mirror Ads:

  • Find out what Social Platforms they want to use and get the URL of the post (see PRE-CAMPAIGN CHECKLIST for details; if SnapChat we have to build the ad from scratch and will need the video).
  • We need the URL link to the client’s social business page for each platform they are using for Social Mirror

Fill out the Insertion Order and give to your Digital Point Person.