Here’s a detailed outline for an onboarding process for Meta (Facebook and Instagram) pay-per-click (PPC) management. This will ensure both you and the client are aligned on strategy, goals, and expectations:

1. Initial Client Meeting

• Purpose: Discuss objectives, understand brand, and clarify expectations.
• Discuss Key Information:
  • Target audience demographics, psychographics, and any previous customer personas.
  • Key products/services to promote.
  • Primary business goals (e.g., lead generation, sales, brand awareness).
  • Budget allocation for Meta Ads.
  • Brand guidelines, including logo, colors, fonts, and messaging.
  • Previous PPC efforts and insights (e.g., past campaigns on Meta, Google, etc.).
• Documentation Needed:
  • Overview of business history and USP (Unique Selling Proposition).
  • Any previous PPC reports or data.

2. Account Access Setup

• Access to Facebook Business Manager:
  • Ensure the client has a Facebook Business Manager account.
  • Request admin access to their Meta Business Manager and ad accounts.
  • Connect Instagram account if it’s not yet linked.
• Confirm Pixel Installation:
  • Verify Facebook Pixel is installed correctly on the client’s website.
  • Use Pixel Helper or Meta Events Manager to test if events (e.g., page views, purchases) are firing accurately.

3. Ad Account Audit (if applicable)

• Review previous campaigns to identify what has worked and what hasn’t.
• Analyze performance metrics like CPC, CTR, CPA, and ROAS.
• Review ad creative, targeting, and bid strategy.

4. Strategy Development

• Target Audience Segmentation:
  • Define audience segments based on interests, demographics, and custom audiences.
  • Discuss the use of lookalike audiences for potential expansion.
• Campaign Structure:
  • Outline the campaign types (e.g., Awareness, Traffic, Conversion).
  • Discuss content types suitable for each (video, carousel, single image).
• Budget Allocation:
  • Distribute the budget across campaigns, specifying amounts for top, middle, and bottom-of-funnel audiences.
• Creative Strategy:
  • Outline a creative brief (content style, messaging tone, ad types) based on the client’s brand and objectives.

5. Technical Setup

• Conversion Tracking:
  • Confirm pixel events are correctly set up to track key actions (e.g., lead submission, purchase).
• Custom Conversions:
  • If necessary, set up custom conversions to better track client-specific events.
• Event Prioritization (if iOS 14+ impacts):
  • Confirm that the events are prioritized in the Event Manager.

6. Ad Creative Planning

• Creative Requirements:
  • Identify the visuals (images/videos) and copy required for the ads.
  • Plan for A/B testing multiple creative variations.
• Creative Production Timeline:
  • Set deadlines for the client to deliver any assets or approve creatives.
• Landing Page Review:
  • Ensure landing pages align with ad messaging and are optimized for conversions.
• Compliance Check:
  • Review creatives for Meta’s ad policy compliance.

7. Campaign Build & Launch Timeline

• Campaign Structure Build:
  • Set up campaigns, ad sets, and ads in line with the approved strategy.
• Internal Review:
  • Conduct a pre-launch review with the client to finalize details.
• Launch Date:
  • Confirm launch dates and campaign duration.

8. Performance Tracking and Reporting Setup

• Analytics & Reporting Structure:
  • Define KPIs and metrics to track (e.g., CTR, CPA, ROAS).
  • Establish weekly or monthly reporting cadence and communication expectations.
• Real-Time Tracking:
  • Set up alerts for significant changes in performance.
• Benchmarking:
  • Outline initial benchmarks and set goals for improvement over time.

9. Post-Launch Review & Optimization Plan

• Initial Results Meeting:
  • Schedule a check-in after the first week to review early performance and discuss potential adjustments.
• Ongoing Optimization:
  • Outline a regular schedule for testing new creatives, audiences, and messaging.
  • Plan for continuous improvement through optimization of underperforming ads, adjusting budgets, and refining audience segments.

This proven nine-step comprehensive onboarding process for managing Meta PPC campaigns ensures  transparency and alignment from start to finish.