Daily Checklist

You will be learning how we do things over the next 90 days and project management is a vital role on the team. To make your training as easy as possible and ensure your learning and growing we have created a simple daily checklist we want you to use over the next 3 months. 

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This list is to ensure you are developing good habits while you are learning the how and why we do things. 

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• ARRIVE EARLY: We expect everyone to be prepared to begin their day at 9 am. "Early is On Time" This is not to micromanage, it is to help you ease into your role and set yourself, your day, and your team up for success. 

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• OPEN TOGGL AND START TRACKING: Once settled in, open Toggl, and begin tracking your non-billable time by planning and reviewing your daily task list.

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• CHECK EMAIL AND ASANA: Check your Email and Asana for any new team member needs or updates, client requests, or urgent matters.

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• CHECK YOUR SCHEDULE: Double-check your schedule and see if you have any calendar invitations to ensure all meetings have been added to your Asana tasks and get ready to start the day!

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• CHECK FACEBOOK GROUP: Log into Facebook and check the company Facebook Group. The team will often share ad examples that catch their eyes while on socials.

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• AD ENGAGEMENT: Check engagement for all ads. Invite all people who reacted to ads to like the client page. Respond to all comments. See Social Bible for best practices. Digital Comms will take care of all DMs. Note: some engagement practices may not be an option on dark ads run from artist pages.

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• MONITOR AD CAMPAIGNS: See details below about pulling ad numbers, meeting with your supervisor, and reviewing targeting.

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• CERTIFICATIONS: Work through your list of ad certifications. Your supervisor will work with you to determine priorities for these.

  • A list of certifications to begin with for Google HERE​

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• MEET WITH YOUR SUPERVISOR: During the first 90 days, connect with your supervisor each day to discuss everything that you learned that day.

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• CHECK ASANA END OF DAY: At the end of the day, make sure all essential Asana tasks are completed and future deadlines are on track to be met. If any deadlines are not on track simply ask for help or ask your supervisor to re-negotiate the deadline with the team or client if possible.

  • As you grow into your role this will become a daily habit you will want to ensure you have developed. Starting and ending your day with intention will make all the difference in our team communication and how well you adjust to your new position.

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• BUILD A LIST FOR TOMORROW: Begin building your task and to-do list for tomorrow (this will save you time and stress each morning.

MONITORING AD CAMPAIGNS

Each day, it is very important to review and monitor the results of your ads for every single client. During the busy season and depending on the amount of clients running ads at the time, your supervisor will work with you on a cadence for monitoring and optimizing ads with each client.

Pull Updated Ad Numbers

After you have planned out your day (as mentioned above), you will need to briefly review all of the ad accounts and pull important numbers from campaigns. By mid-day, you should meet with your supervisor to go over your findings. Your findings and this discussion will help determine your priorities for the rest of the day.

Here are the metrics and data points to report on from the last 7 days:

Overall:

• Ticket Sales

• Total Spend

• Purchases

• Add to Carts

• Impressions

• Reach

By campaign, report on the following numbers:

• Link Clicks

• CPC

• Frequency

• Purchases

• Add to Carts

• If a Reach campaign in Meta - also report on Impressions and Reach

These are the benchmark KPIs that we strive for with all ads:

• CPC < $0.10

• CPM < $3.50

• ROI > 15x

• CPA < $7

Meta (Facebook/Instagram):

• Check there are no errors on the campaign, ad set, and ad levels for every campaign that should be active.

• When you make changes to a campaign - targeting, refresh creative, update copy, etc. - note the change and the date in the Weekly Ads Meeting Agenda

• Below are some thresholds to look for that will need immediate attention. Please note that these numbers are higher than the KPIs we strive for:

  • CPC  > $0.60 (unless Remarketing, which tends to be higher)

  • CPM > $15

  • Frequency > 3

Google:

• Check there are no errors on the campaign, ad set, and ad levels for every active campaign

• On Mondays and Wednesdays, review Search Terms for your search campaign (found under Keywords > Search Terms) and: 

  • Exclude any irrelevant keywords or overly expensive keywords (if not brand or artist specific, discretion is needed for pricing, but often is a CPC of $1 or higher)

  • Include any relevant keywords that are either brand/artist-specific or have a relatively low CPC

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• When you make changes to a campaign - targeting, refresh creative, update copy, etc. - note the change and the date in the Weekly Ads Meeting Agenda

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• Below are some thresholds to look for that will need immediate attention. Please note that these numbers are higher than the KPIs we strive for:

  • CPC > $1

  • CPM > $9

TikTok (if applicable):

• Check there are no errors on the campaign, ad set, and ad levels for every active campaign

• When you make changes to a campaign - targeting, refresh creative, update copy, etc. - note the change and the date in the Weekly Ads Meeting Agenda

• Below are some thresholds to look for that will need immediate attention. Please note that these numbers are higher than the KPIs we strive for:

  • CPC > $0.60

  • CPM > $4

Admatx/OTT (if applicable):

• Make sure the campaigns and tactics are delivering (spending money). 

• Check Google Analytics for any website visits from the QR codes in the ads.

• Below are some thresholds to look for that will need immediate attention. Please note that these numbers are higher than the KPIs we strive for:

  • CPM > $30 

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Check Ticket Sales

Log into the client’s ticketing platform to make sure tickets are selling. 

• Note how many tickets have been purchased since on-sale (or ad launch if we did not start running ads from the beginning).

• Calculate current CPA.

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Review Targeting

Look within the ad set and note the current audiences being targeting. Here are the points to note:

• Geography - typically this should be set as “Location - Living in” for Meta ads

• Age

• Interests

• Custom Audiences

  • Exclusions - double check that purchasers are excluded

Weekly Training

Week 1:

Understanding team roles, responsibilities, job duties, and how that ties into your position. 

Roles + Ops

• Process for each individual roles

• Visual process of how that looks

• How does each role touch advertising

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Workflow & Communication | (Who, What, When, Where, Why, How) Asana, Toggl, Communication, Organization

• Daily Checklist

• Process

• Drive Organization

Week 2: 

Team To-Dos | Deadlines, Monitoring, Tracking and Communication

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• Overall To-Do list in Asana

• How is the deadline set

• How deadlines connected

• How to renegotiate the deadline

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Week 3: 

Ticket Counts, Data, Ad Budgets, and Spends

• ​What data do we look for and track

  • Why is it important

  • Where do we find it

  • How do we pull / sort it

  • What do we do with it

• What is a CPA (cost per customer acquisition) 

  • Why we track it and why it’s important

  • How do we track it

  • Current CPAs, 

• What are Ticket Counts

  • Why we track it and why it’s important

  • How do we track it

    • Current Ticket Counts

• What is a budget

  • Why are they important

  • How do we use them

  • Budget Pacing

    • Why and how we do it and why it matter

• What is an Advertising Plan

  • Why have a plan

  • What are the benefits of planning

  • How do they change and why is that important 

  • How do we track the plan

• Ad plans in Master Sheets and strategy behind it

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Week 4: 

Onboarding: 

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• War Room

  • Research

    • An in depth understanding backed by research of the event, market, attendees, and performers. i.e location demographic, census, city, state, region, research. 

      • As a continuation, search into what job types most people have in that market, are they morning people, work 9-5, or third shift at a manufacturing plant, how much do they earn, etc. 

        • Also, performing artists, their fan base demo, streaming numbers, listen to the music of the headliners and stream the bands themselves, 

          • Search lock competitors, local venues, local events, complementary venues and events, info on sponsors, etc. 

          • Keywords 

            • SEMrush and Spyfu

          • Competitors 

    • Look Back Training (if info is available) 

      • Benchmarking 

        • New Goals 

        • SOPs

Onboarding

• Asana Checklist

  • Pixels and conversion tracking - differing per platform and ticketing site

    • Page View

    • ViewContent

    • AddToCart

    • Purchase

    • Complete Registration

    • Lead

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Week 5:

Targeting Prep

• Persona Building

• Create custom audiences - upload email list and FB/IG page audiences

Planning 

• Ad type

• Budget

  • We set 

  • They set 

• Creative

• Placement

• Phase

• Goals / KPIs

Reporting (Goals and KPIs)

• Agendas - what to pull by when

• Wrap Reports

• Google Analytics

  • Website Visitors

  • Bounce Rate

  • Source/Medium

• Ticketing Platforms

  • Eventbrite

  • Etix

Engagement 

• Likes, comments, shares, thanks, and driving to the website 

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Week 6: 

Ad Types, Best Practices, Quality Control (what, why, when, how) 

Google Ads

• Search campaigns

• Display Campaigns

• YouTube/Video campaigns

• Performance Max campaigns 

Meta Ads

• Traffic Campaigns

• Awareness Campaigns - Impressions vs Reach

• Conversion Campaigns

• Lead Form Campaigns

• Remarketing Campaigns

• Dark Ads

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TikTok Ads

• Spark Ads

• Non-Spark Ads

OTT/Admatx

• CTV and OTT

• Billing setup

• Setting up Campaigns and Tactics

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Week 7:

Client Goals and KPIs (Key Performance Indicators), How to Set, track, manage, and report on.

• How to calculate:

  • CPA 

  • CPC

  • CPM

• Client Goals - Ticket counts and Revenue tracking

• Internal KPIs:

  • CPC < $0.64

  • CPM < $6.45

  • CTR > 1.40%

  • ROI > 37.8x

  • CPA < $15.26

• Tracking with URL Codes (how to use URL Builder)

• Pixel Tracking

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Week 8:

Copywriting for Ads

• How copy and creative work together and complement each other

• Best Practices per Platform

• Facebook/Instagram

  • What info to include

  • No more than 80 Characters

  • No more than 2-3 lines

  • Using emojis

  • CTA

  • Differing copy for campaign types - dark ads, remarketing, etc.

• Google

  • What info to include

  • Capitalization

  • Including keywords in the headlines and descriptions

  • CTA

  • Writing copy for Search vs Performance Max campaigns

• Run through examples

• Practice writing copy for the creative on the Always On page

Week 9:

Ad Plan Strategy Review 

• Create an ad plan from scratch with a given budget

• Develop the KPIs for the client

• How would you make a budget recommendation?

Creative Requests Review

• Create the initial creative requests for the ad plan that you created using the Asana “Creative Requests” task template

Wrap Report Review

• Pull the ads number for a mock wrap report (using a past client)

• Add the numbers to a wrap report using the template in Canva

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Week 10:

Client Communication | Email and Calls

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Week 11: 

RFAC (Request For Assets & Credentials) What it is, How we use them, When to send them, and Why they are important

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Week 12: 

War & Battle Rooms | How and Why we do it, What we expect to gain from them, How those meetings move into project management and how to separate out workload and deadlines. 

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