Section | Objective | Time | Script |
Segue | Get Advertiser Interested | 45 sec | Hi, {Local/Seasonal Greetings} This is {Rep Name}. I’m calling from Snap’s Account team. At Snap, we’re always looking for ways to help improve the performance of your marketing campaigns. As we’ve discussed before, having good data sharing is critical to driving strong lower funnel returns from your Snap campaigns. We’re piloting a new program, with a company called Datahash who has joined our call today, that will allow advertisers like yourselves to get better returns for your ad spend by using data. It doesn’t require almost any effort or time at your end. Datahash will do the heavy lifting and will be responsible for all implementation. Also, the cost of the program is being borne by Snap for next 12 months – would you be interested in learning more about this? > (If No – ask why? If Yes, proceed to next section) |
Problem | Establish criticality and impact | 75 sec | Ok! So.. to optimize your campaign performance, Snap relies on the conversion data from your website, like who is doing a purchase or signup and who is not. Until now, this data has usually been collected using a website pixel (you might be familiar with pixels already, yeah?). Pixels use something called third party cookies to identify users and then match them across Snap and your website. Due to privacy restrictions and regulations, browsers like Safari and Firefox have already stopped third party cookies, and Chrome is doing it this year. This means pixels that we have been using for optimizing, will stop working as efficiently. To quantify - pixels becoming obsolete is resulting in 45 to 65% loss in signals, especially in MENA regions . If we do not solve for this, Snap’s ability to optimize your campaigns for purchases or signups and your marketing efficiency will be impacted. And just to be clear, this problem is not unique to Snap – it affects all marketing channels. We need to act on it quickly, to safeguard your marketing returns! Are we clear on the problem here? |
Solution | Introduce CAPI and Datahash | 75 sec | To address this problem, Snap has released a solution called Conversions API which does not rely on third party cookies. Conversions API uses first party data, like email id, phone number etc. to send the conversion data from your website to Snap. Obviously, the safety and security of this data is super important. That’s why it needs to be sent with several security measures in place. Now, all this may sound very technical, and it actually is, so we are working with partners who can simplify this setup for you and ensure compliance. Snap is partnering with Datahash for this program. Datahash has done similar setups for several hundreds of advertisers globally as well as in our markets. NiceOne, VogaCloset, Landmark Group, KFC, Nike, Saudi Tourism, Toyota, Huda Beauty etc. are some of their clients. |
Benefits | Emphasize benefits to secure Approval | 45 secs | But let’s focus on what you can expect with this setup. Once you’ve implemented CAPI with Datahash – you’ll see several benefits in your Snap campaigns. First, we can expect a better optimization of the campaigns for purchases/sign-ups and not just for ad clicks or swipe ups. Second, is a more accurate conversion reports in your Snap Ads Manager, as CAPI can send more reliable data than pixels. Third, we hope to improve the signals for remarketing campaigns on Snap based on user behavior data on your website. Again, to give you some concrete statistics, advertisers who have pixel and have implemented CAPI see a median 25% increase in purchase value and 18% decrease in cost per purchase. |
Call to Action | Make way for onboarding now, or schedule later. If rejected, address objections and collect feedback. | 120 secs | The best part – normally Datahash would be charging you for this, but Snapchat is covering this cost for your implementation for 12-months. So it’s completely free for you for 1 year and you don’t have to bother about servers or maintenance etc. as Datahash takes care of it. And you can always disconnect for any reason at any time, just in case. Do you want to proceed with this? > (If advertiser says Yes to do Web CAPI) That’s great! The setup with Datahash takes between 15 to 20 minutes and no coding is required at your end. Only some copy paste work. We need 3 small things to be done at your end: First, You need to have access to your Google Tag Manager or Ecommerce platform (like Salla) if that’s where your pixel is implemented. Second, You need access to your Snap Ads Manager account – that’s a simple one! And third, this is a slightly tough one – you need access to your domain manager – the place where your website domain is registered - like GoDaddy, Hostgator, Bluehost etc. You don’t have to give this access – but just need to map a subdomain in there. Datahash team will talk you through the exact actions on a screensharing call for each of these 3 steps. As I said, it doesn’t take more than 15-20 mins and I can get them on call right now and we can do the steps together if that works for you? Even if you don’t have the domain manager access or if the IT team is not available right now, we can complete the rest of the setup now, and you can get the subdomain mapping done with your IT team later – it wouldn’t take them more than 2-3 minutes. >> (If advertiser says Yes to proceed with onboarding call) >> (If advertiser says No to proceed now)
> (If advertiser says No to Web CAPI) Are you sure?We’ve seen an aggregate ~20% improvement in Cost per purchase from advertisers who implement CAPI Any particular reason you’re not interested? I want to see if there’s anything I can do to help here. (Collect feedback and share with wider teams) |