A Full Run-Through of the Yatter Roadmap

Yatter Roadmap

At Yatter, we help businesses with their pay-per-click campaigns. That’s Google Ads, Facebook Ads, TikTok ads, Instagram Ads, or any advertising platform.

The Yatter Roadmap is the 5 step process we take clients through, from being introduced and learning about a client to getting them results.

We have worked with thousands of businesses and have a lot of experience. In order to get results, an agency needs to show a repeatable process to show they have experience in delivering results and generating leads and sales.

We’ve created our roadmap over the years working with thousands of businesses across a vast amount of different industries.

We are always continuously working on our Roadmap, seeing where we can improve to give you a better level of service and results.

Let’s take a look at each step of our Yatter Roadmap.


The Discover phase is where we get to know you and find out more about your business. We want full clarity on what you need from us, so we take the time to learn everything to get a clear picture of your business and your goals!

Onboarding Form

Once your first invoice is paid, we’ll send you an onboarding form. This will walk you through everything we need to get started such as access to your accounts and an understanding of your business. This form usually takes about 45 minutes and avoids constant back and forth when exchanging information.

Initial Strategy Call

We then have an initial strategy call with our clients, within the first 3 days of your onboarding being completed. This is a chance for you to meet your account manager and have them run through your onboarding form and ask any questions they may have.

On this call, we like to focus on your goals, expectations and requirements to make sure we are all on the same page. We don’t dive deep into strategy on this call, this call is a fact-finding exercise and a great way to meet your amazing account manager!

After the initial strategy call, your account manager will take all the information they have about your business and perform a comprehensive audit. This includes client’s advertising, organic marketing, the industry, competitors and content strategy. We do this to get a better picture of what is working and what we need to do. This provides a huge amount of context on things like your marketing strategy, what offers your competitors have, who’s advertising in your space and what’s working in the industry as a whole.

By diving deep into all of the above, we’re able to see what our best approach will be. Then we can get straight to work on drafting up your advertising copy (the text bit of your ads).

Our expert copywriters typically write between 3-5 initial pieces of copy for you to approve. The copy drafts are sent to you on a Google Doc so you have the chance to leave any thoughts and comments.


The Foundations stage is where we set up some “plumbing” to ensure everything is ready before the Create process. We’re basically setting the foundations (haha, not just a clever title).

Once everyone agrees on the game plan, we immediately get to work on the foundations process. We get everything put in place, which includes things like Facebook Pixel, Google tracking codes or Linkedin’s Insight Tag.

I won’t bore you with everything we do on each platform, but on Facebook for example:

On Facebook, this means:

  • Verify Domain & connect to the Facebook page (using connected assets)
  • Add Facebook pixel code to funnel & website using Conversion API
  • Check the pixel is working properly across the website and funnel pages
  • Ensure advanced matching is turned on (view all options and turn all on)
  • Ensure first-party cookies are turned on
  • Set up the Aggregated Event Measurements, maximising the number of events
  • Create conversion tracking inside the Facebook Events Manager
  • Ensure the client funnel is hooked up to their CRM/Email-marketing software
  • Set up custom metrics tracking in FB Ads Manager (everyone with access to the account to do this)

We make sure all your tracking is set up and working effectively- you know where every penny is being spent and what it’s generating.

If you already have tracking set up, we will still take time to ensure everything is set up properly. This often includes having to liaise with your web developer or tech team.


Once the foundations are in place and everything has been tested,  the Create process begins. This is where we start building the campaign based on the game plan strategy.

The build is relatively quick to go live, since everything has been properly planned out and approved. We will typically build at least three types of campaigns:

  • Trust building – driving ads to your content to build your audience (building your retargeting audience)
  • Prospecting – driving ads to people who don’t know who you are yet
  • Retargeting – driving ads to people who have engaged with your business previously (watched videos, purchased something, on your mailing list etc.)

Your account manager will have presented the personalised strategy for your business during the game plan.

Once the campaigns are ready to go, we’ll record a quick loom video to walk you through everything. That’s your chance to ask any final questions and provide any thoughts.

After final approval, we’ll go live!


Once the campaign goes live we start the Optimise phase. Essentially, we are taking the initial results of the campaign and bringing them down to a point where we are within our target metrics. This phase has no set time, we are constantly optimising.

You never know what will happen when a campaign goes live.

We put a strategy in place from our discovery phase, create a game plan, believe in the strategy and have the experience to hypothesise what will happen but we don’t actually know. However, we have the experience, skills and knowledge in campaign management that we can proactively optimise campaigns and get the best results possible.

After we go live, the first thing we do is try and get some form of consistency in results. We don’t want big spikes in sales some days and none on others because we can’t learn from that. We want consistency. This means we have data we can work with.

Once we have that consistency, we can work on campaigns to try and drive down the cost per acquisition and cost per lead to the target that was set. We will continue optimising until we get it to that target.

We are constantly optimising campaigns by rolling out new copies, new images, new audiences, new hooks, new angles and campaign types.

When you work with us, you’re in the best hands. We know what works and what doesn’t.


Once we finally get the costs in a place we need it to be, we move to our final stage, Scale. Quite simply, this is where we have clients spend more money whilst maintaining good profit margins.

The more money a client spends, if it’s at a profitable rate, the more money they make. We want to scale as aggressively as possible to make the client more money.

Clients are sometimes afraid of spending more, but not spending money could hold your campaigns back and ultimately hold your success back.

We want to scale heavily whilst keeping that cost per lead and cost per acquisition that we achieved in the optimise phase where it needs to be.


At Yatter, we have a lot of experience with a lot of different clients in different industries with different goals; we know what works.

The Yatter roadmap has been developed and constantly improved over the years, that’s why we stick to it. This leads to the best possible client experience.

We pride ourselves on our connection and communication with our clients. We always want to be transparent with you with daily dashboards, weekly check-ins and monthly report calls.

Simply put, we get results and our Yatter roadmap helps us get those results. Click here to book in a complimentary consultation.

Share on facebook
Share on twitter
Share on linkedin

Your weekly dose of advertising

Join over 5,000 people who receive the Monday Morning Yatter newsletter.

"*" indicates required fields

This field is for validation purposes and should be left unchanged.