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COURSE WORKBOOK
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MEET YOUR INSTRUCTOR

NICK SHACKELFORD
CO-FOUNDER, STRUCTURED

Nick Shackelford is a 6-year veteran But his teachings and proven framework
in the paid media space and multi-time can be applied to ANY business,
founder, specializing in scaling businesses even when you’re just starting out on
through Facebook Ads. All in, he's spent your entrepreneurial journey.
upwards of $100 million in Facebook Ads Nick currently operates three businesses
across multiple industries. that feed into one larger mission of
empowering entrepreneurs to build
their dreams.
NICK HAS HAD HIS HAND INVOLVED
WITH OVER 150 DIRECT TO Oh, and he also literally popularized
the fidget spinner using Facebook Ads.
CONSUMER (D2C) BRANDS TO DATE,
AND ORIGINALLY CUT HIS TEETH
BUYING MEDIA FOR THE LIKES OF
APPLE AND PEPSI.

His sweet spot is helping companies between

$10M-$50M revenue — and the processes,
strategies and action plans needed to get them
to that point.

Please consider the environment before printing this document. Our workbooks are fillable PDFs so you can download them,
add notes and save them electronically. If you do print the document, please consider double-sided printing.
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MODULE 1

FACEBOOK FOUNDATIONS
WELCOME WHAT'S TO COME

TO FOUNDR’S
1. A proven process that I use for 100+ brands
and spent over $100M in ads
LESSON: 2. Step-by-step walkthroughs, plug-and-play

WELCOME COURSE ON templates, spreadsheet calculators, and ad

examples that you can swipe and deploy for

HOW TO RUN
your own business
3. A fundamental framework for decision-making
and scaling

FACEBOOK ADS! KEY BENEFITS OF THIS COURSE

Congratulations on your investment in yourself, your skills, By the end of this course, you should be able to…
and your business growth.
• Profitably scale your Facebook ads
We created this course for you because we keep hearing • Have the exact step-by-step method to make
burning questions from people, like: Facebook Ads by someone who actually
knows what they are talking about
• Know what to do when things are going
• Where do I even START when logging into Facebook's well (a.k.a. how to scale), but also how to
dashboard? deal with the common problems that arise
• How much money do you need to start with in order (troubleshooting)
to run ads? • Maintain consistent and reliable stream of
• What type of ads should we be making? leads and sales, even with a small budget
• Where’s the clear roadmap? Who should I listen to? • If we do 1 through 4 correctly - You should
• Lots of conflicting advice out there... ultimately be confident enough to start
delegating or hiring for this, so you can
Well, you’re in luck. This course with Nick Shackelford, focus on other elements of your business or
an absolute master of media buying and scaling with marketing efforts
Facebook Ads, is going to give you a proven step-by-
step framework that you can apply to your business —
regardless of which niche or industry you’re in —
so you can learn how to make better decisions and achieve
Facebook success.
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MODULE 1

FACEBOOK FOUNDATIONS WHAT SETS THIS COURSE APART? ACTION ITEMS

• The “Decision making correlated analysis” (a.k.a. □ Join the Foundr community support group,
The “MGD Method”, or “Make Good Decisions”) wich introduce yourself, ask questions as you go
LESSON: I have formulated from working on 100s of brands, along, and let’s have each other’s backs.
with millions of dollars in ad spend.
WELCOME • This is NOT a surface overview or series of high- □ Download the workbook, and make sure
level video interviews. This is EXACTLY what to you take action after each video.
do, step by step, so you can take action and apply
to your own business. Proven by $100,000,000+
dollars spent testing and scaling top brands.
• These are NOT some shiny tactics that have worked
this one time for this one business, and now some
self proclaimed “guru” is peddling an online course.
• These are the proven strategies that I use in my
own agency to scale over 150 brands and counting.
You’ll see exactly how I run my ads for my clients
AND how you can easily implement it for your
business.

HOW TO GET THE MOST

FROM THIS COURSE
• Watch every lesson in order
• Do the workbook exercises
• Download the spreadsheet templates and
calculators
• Ask me questions in the Facebook Group if you get
stuck!
• And most importantly, take action!
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NOTES:
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MODULE 1
side hustle, or a digital products/courses business or
FACEBOOK FOUNDATIONS In this lesson, we’re going to talk about some of the most
common Facebook Myths that are probably costing you
even SaaS, Nick’s system can be applied to every kind
of business. This course will teach you how to THINK
money, or causing you to leave money on the table.
and how to TAKE ACTION.
If you’ve found yourself thinking any of these statements
LESSON: and avoiding Facebook Ads for these reasons, we’re here
to debunk the myths and show you the path. MYTH #4:
My audience isn’t on Facebook.
THE 15 BS FACEBOOK MYTHS — TRUTH: Everybody’s audience is on Facebook.
THAT ARE COSTING YOU MONEY FACEBOOK MYTH-BUSTING Depending on how much time they spend there, you
CHECKLIST may have just not approached them in the right way
yet. We’re going to show you how to target the right
people and effectively reach them.
MYTH #1:
"I've tried this before, it doesn't work for me." MYTH #5:
— TRUTH: With a proven framework and the right tem- Facebook is not effective for B2B.
plates, resources and instructor, you CAN be a success — TRUTH: Again, no matter who you’re trying to
with Facebook Ads. Did you try a couple of tactics and lost reach, it’s likely they are on Facebook. This platform is
money? Did you attempt to do Lookalike Audiences and a one of the absolute best ways to get in front of your
few other things, and it just didn’t work? Facebook requires audience in a predictable manner.
a holistic strategy and a framework for decision-making,
which we’ll walk you through step-by-step in this course. MYTH #6:
My page/following isn’t big enough to run ads.
MYTH #2: — TRUTH: Facebook is NOT all about Page Likes or
"What works for the “big guys” won’t work for me." Followers. This is an incorrect assumption. Facebook
— TRUTH: Nick Shackelford has scaled businesses of all Ads can be effective even without a large existing
sizes using Facebook Ads… everything from mom-and-pop audience. Page Likes will come later… it’s not the core
shops, to fidget spinners, to apparel and electric trucks. focus.
And yes, he has also run ads for some of the “big guys”
(Apple and Pepsi included). And what the big brands and MYTH #7:
small brands alike are doing, is what you’re about to learn. Facebook ads are too expensive.
This framework works for every type of business, regard- — TRUTH: “Expensive” relative to what? Facebook
less of your industry. Ads, when done right, allow you to put $1 into the
machine, and return $2 or $3 (or more) out on the
MYTH #3: other side. Once you get these metrics dialed in, you’ll
My business/niche is different. be wanting to much as much money as you can into
— TRUTH: This in-depth course is NOT a get-rich-quick that machine! It’s an investment in finding the most
series of growth hacks or tips. It’s a proven framework, a qualified consumers to buy your product/service.
strategy, a step-by-step method of decision-making every
day and every week, and it works for any type of business
niche. Whether you run an online store, or a service-based
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MODULE 1

FACEBOOK FOUNDATIONS MYTH #8: MYTH #12:

Boosting posts is the same as running ads. Turning your ads on and off helps performance.
— TRUTH: These are very different things. A “boosted — TRUTH: This is incorrect. Facebook needs as much
post” is a one-off tactic and doesn’t really have a strategy data as possible. The more data you have by keeping
LESSON: behind it. It’s not as targeted, and you don’t have as much your ads running, the more you will learn, and the
control as you do with Ad Campaigns. more you will be able to optimize and improve your
THE 15 BS FACEBOOK MYTHS performance at the Ad Level. We’re going to show you
exactly how to do this!
THAT ARE COSTING YOU MONEY MYTH #9:
It's best to target a very narrow audience.

— TRUTH: Thanks to the Facebook Pixel (which we’re

MYTH #13:
Users will not convert on a Facebook ad the first time
going to learn all about in this course), we have very
they see it.
advanced ways of easily targeting the right consumers
— TRUTH: If the ad is targeted correctly, the copy is
for your product/service, for every part of the funnel
written well, and the way the ad is structured to speak
(from broad “prospecting” at the top, to more specific
genuinely to the consumer (all of which, we’re going
“re-engagement”, all the way down to the bottom of funnel
to teach you in this course), there’s no reason why you
with “remarketing”).
can’t get a conversion upon first glance.

MYTH #10:
Instagram is only advertising to young people. MYTH #14:
— TRUTH: Instagram boasts a diverse base of 1 billion Videos are always better than images.
monthly active users who represent all ages, genders and — TRUTH: As you’ll see throughout this course when
backgrounds. While about 30% of IG users are in fact ages we go through various examples, there are definitely
18-24, another 33% are ages 25-34, 16% ages 35-44, 8% cases when an image+text ad will convert just as well
ages 45-54, and another 5% ages 55 and up (data retrieved as a video. And don’t worry if you don’t have video
Oct 2020, Statistica). With Instagram Ads being part of editing resources or skills right now – we’re also going
Facebook Ads, it’s another very effective way to get in front to show you some quick ways to create Ads Creative
of the right audience. yourself later in the course!

MYTH #11: MYTH #15:

Facebook is changing so quickly... your info
Facebook is only valuable for "bottom of funnel"
is already outdated.
marketing.
— TRUTH: The systematic framework we’re teaching
— TRUTH: As mentioned, Facebook can be used
in this course has been proven to work over the last 7
effectively as a “full funnel” tool, to reach your customers
years. We are NOT teaching quick hacks or one-off tac-
at every stage of the buyer’s journey. We’re going to walk
tics. We are teaching you how to think, and make good
you through in great detail throughout this course, all the
decisions, so that you can run Facebook Ads profitably
nuances of how to run ads for Top, Middle, and Bottom of
and keep building upon these learnings.
Funnel advertising.
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NOTES:

ACTION ITEMS
□ Go through the Facebook Myth Busting
Checklist

□ Ask questions in the Community Group!

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MODULE 1
In this lesson, we’ll go through the most important key 5. CPOC - Cost Per Outbound Click
FACEBOOK FOUNDATIONS terms you need to know before getting started with your
Facebook Ads. Don’t worry, you won’t need to memorize
6.UOCTR (Link) or Unique Outbound Click Through Rate
(Link) - The % of times people who saw and clicked
all 25 in this moment – we’ve simplified it at the end on your link.
with the very most important handful of concepts you 7. CPM - Cost Per 1000 Impressions - The cost to deliver
LESSON: should remember right now. And the rest, you’ll absorb our ad for 1000 impressions.
throughout the course! Now the user is on your client’s site and we can track
THE 25 ESSENTIAL KEY TERMS their actions or how facebook views it — their “events” —
granularly.
YOU NEED TO KNOW
KEY TERMS CHEAT SHEET
1. PIXEL - The brain of your business. The reason we EVENTS
are able to optimize. The Pixel measures user activity
across devices. Allows us to build audiences to remarket 8. DESTINATION/LINK SETTING - The landing page
towards and optimize for that behavior. in which you are marketing towards.
2. BUSINESS MANAGER - Where all important things 9. ULPV - Unique Landing Page View - The number
live. Your Ad Accounts. Your Pages. Your everything. of consumers who made it to your landing page.
3. AD ACCOUNT - Where you will make your money! 10. UCPLV - Unique Cost Per Landing Page View -
This stores all Campaigns and Creatives. The average cost per each landing page visit.
11. UATC - Unique Add To Cart - The first step
in the checkout process.
ACTIONS THAT HAPPEN 12. UCPATC - Unique Cost Per Add to Cart.
13. UIC - Unique Initiate Check Out - The second
ON FACEBOOK step in the checkout process.
Then, when they click on it they are taken to your site, 14. UCPIC - Unique Cost Per Check Out Initiated.
and we can track their “actions” to determine how 15. UP - Unique Purchase.
effective our ads have been. At its core, Facebook 16. CPUP - Cost Per Unique Purchase.
is charging us as advertisers on an oCPM level 17. CPA - Cost Per Acquisition - Cost Per Result -
(Optimized Cost Per Mille), or charging us per every 1000 Cost Per (Enter you goal).
impressions. Then, they take a markup on the various 18. ROAS - Return On Ad Spend - The money you receive
end results you are hoping for, whether that’s Leads, derived from spending on advertising.
Calls, Purchases, etc. 19. PCV - Purchase Conversion Value - The revenue
seen from Facebook specific purchases.
4. UNIQUE OUTBOUND CLICK - Clicks that take you
off of Facebook owned properties. (on screen example)
Explain difference between regular click and outbound
click
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MODULE 1
THE CUSTOMER JOURNEY LET’S SIMPLIFY IT
FACEBOOK FOUNDATIONS Zooming out, here are some key terms to remember Here are the TOP 3-5 most important key terms that you
that are specific to your customer journey in a more should really focus on understanding right now, before
holistic view... you get started. (We know this is a lot of info
LESSON: 20. PROSPECTING - (Top of Funnel Ads) - This is where and Facebook can be overwhelming, so we want to break
all your first interactions with consumers will be. We’ll it down as simply as possible.)
THE 25 ESSENTIAL KEY TERMS spend at least 60% of our time and budget in
the Prospecting phase. • OUTBOUND CLICKS are more accurate than “link
YOU NEED TO KNOW 21. RE-ENGAGEMENT - (Middle of Funnel Ads) - This clicks all.”
is where the consumers who are just learning about you • UNIQUE ACTIONS (Clicks, Page views, Add to cart
are living. They may have clicked one of your ads, etc) are more accurate than generic actions.
engaged with your content, or even visited your site, but • THE FUNNEL ITSELF: Prospecting (Top), Re-
they maybe haven’t bought yet. But are getting warmer! Engagement (Middle), and Remarketing (Bottom).
22. REMARKETING - (Bottom of Funnel Ads) - This is We’ll dig more into the “Facebook Funnel” in greater
where your hottest leads / customers are just waiting detail within another lesson.
for you to give them the final push. It’s also where you
can be more direct with your ad copy, offers and CTAs.

TESTING TERMS
23. DCT / DCO - Dynamic Creative Testing. Facebook’s
solution to multivariate testing within campaigns.
24. AIT - Asset Iteration Testing. An isolated test for
your newest creative that is more focused on manual
campaign, adset, ad build.

GENERAL BUSINESS TERMS

25. AOV - Average Order Value - The average amount
spent per purchase.
26. LTV - Lifetime Value - The total value spent across
a customer’s life. ACTION ITEM
27. CAC - Cost of Acquiring a Customer - The amount
of dollars spent to convince a consumer to buy your □ Study the Key Terms Cheat Sheet
product.
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NOTES:

TOOLS & RESOURCES

• Facebook Pixel Helper (Chrome
extension)
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MODULE 1

FACEBOOK FOUNDATIONS Simply put, your Margin is one of the most important
“magic numbers” you need to know about your business,
EXERCISE: FIGURING OUT YOUR
before you even jump into Facebook. MARGIN
Write in your Net Profit in
LESSON: WHY IS YOUR MARGIN IMPORTANT? this box.
SETTING YOUR MARGIN • It gives you an answer to the fundamental question,
TO GET STARTED “Can I make money on Facebook?” Write the total “Operating
• It helps you understand what you can afford to Costs” associated with
spend on Facebook, before we even jump into the producing and selling
ad account, and still turn a profit with every product your Product/Service (e.g.
sold. COGS, manufacturing,
• If this knowledge is the only time investment you software).
make, you’ll save yourself tens of thousands of
dollars down the line.
Subtract Figure B from
Figure A (Revenue minus
Operating Costs). Write it
in here.

Divide Figure C all by

Figure A.

Multiply Figure D by 100

to make it a percentage.

THE MAGIC NUMBER FOR MARGIN This is your Margin!

• Magic number: Your margin should be above 30% In other words, this % is what you can afford to spend on
• Ideally, you can get your margins to between 30-50% Facebook Ads for every product sold, and still make a profit.
• Your product pricing comes into play and all your The higher the margin, the more freedom you have to make
costs associated with producing and selling your mistakes, learn from them, and test out all different creatives
product/service until you get one that can eventually be scaled.
*It’s worth noting that ecommerce companies tend to have thinner margins, which

is a big reason why we chose to highlight some of these examples in this course.

In short, if you can do it with ecommerce, you can do it with anything!

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NOTES:

ACTION ITEMS
□ Using the exercise here and the calculator
provided, figure out your Profit Margin.

□ Then work out what you can afford to

spend on Facebook for every product
sold. This will give you an idea of your
future budget / ad spend.
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MODULE 1

FACEBOOK FOUNDATIONS This one is a really exciting one. The goal of this lesson WHAT DO YOU UNLOCK BY
is to understand one of the most important terms which
is: how much money you’re going to get back for every UNDERSTANDING ROAS?
dollar you spend on advertising.
LESSON: • This provides your “North star” for Facebook
In other words, when you put $1 into the machine, Ads & measuring success.
HOW TO SET ROAS TARGETS you get this number OUT. • Once you understand ROAS and can stay
• on track for your ROAS target, you can start
This is essentially what ROAS means, • to think about SCALING UP your ad spend.
or “Return on Ad Spend.” • Think about it: If you put $100 in and
consistently get $300 out, imagine what it would
look like if you put $1,000 in? Or even $100,000?
• You can also base future decisions on your
THE MAGIC NUMBER FOR ROAS ROAS target. For example if an Ad isn’t
converting at your minimum ROAS target, you
• 2x - 3x return is the goal may need to change it or turn it off, and try
• In other words, if you spend $1, you should get back • a different angle or variation.
out $2 or $3
• If your ROAS on a given ad is above 3x, then you’re
doing great! EXERCISE: Use the ROAS spreadsheet template
provided in the lesson page to crunch the numbers
for your own business.

WHY IS THIS IMPORTANT TO THE

BUSINESS?

No matter what, if you don’t have an understanding

of these business fundamentals, you’re not going to be ACTION ITEMS
able to do much on Facebook. Facebook isn’t a magic
bullet that’s going to solve all your problems. You need □ Download the ROAS spreadsheet template
to get your ROAS and Margin right first — otherwise,
Facebook will only amplify your problems. □ Calculate your numbers for your business

□ Figure out how much you can afford to spend

on Facebook
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MODULE 1

FACEBOOK FOUNDATIONS In this lesson, we’re going to set up your Business TIPS TO KEEP IN MIND
Manager Account, which is where all the magic happens.
• Don’t begin the set up of your business manager
Your Business Manager Account houses all the and than abandon it.
LESSON: important features: your Audiences, your Ad Account, • Add in all individuals you will have working on
the Pixel, and more. your business.
SETTING UP YOUR BUSINESS IMPORTANT: Your Business Manager Account should
• Choose the timezone/currency of your actual
currency/country.
MANAGER ACCOUNT be separate from your personal Facebook account and • Use your personal email address and then add in
even your company Page. your business email.
• Verify your business - may not allow you to do it
the day of - but check back within the next 5 days.
WHY BUSINESS MANAGER • Turn on 2 factor authentication for increased
ACCOUNT? security.

• It’s important to separate business & pleasure

(business account is different from personal
WHAT HAPPENS IF YOU DON’T DO
Facebook account). THIS?
• You may need to assign permissions to different
people on your team, and get a birds eye view of • You’re just “playing business” and not taking
“who’s doing what.” Facebook seriously
• You need business-level insights and reporting as • Things get messy and overwhelming, especially
you take your brand to the next level. when you’re running lots of ads
• You may need more than one Ad Account (e.g.
managing multiple brands, multiple clients, different
payment methods, or unique business objectives).
• It’s absolutely critical for agencies or anyone running
multiple brands.
• You can get better support from Facebook if you run
into trouble. ACTION ITEMS

□ Follow the steps in the video to set up your

First, go to https://business.facebook.com/ and click Business Manager Account, and then proceed to
“Create Account.” the next lesson where we’ll set up your Pixel.
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MODULE 1

FACEBOOK FOUNDATIONS In this lesson we’re going to set up your Pixel. WHERE TO INSTALL YOUR PIXEL,
DEPENDING ON YOUR BUSINESS
WHAT IS THE FACEBOOK PIXEL? VERTICAL…
LESSON:
An analytics tool that allows you to measure the
SETTING UP YOUR PIXEL effectiveness of your ads and understand the
actions people take on your website or store.
Service-Based / Agency / Consulting / Lead Gen
Business:
ON YOUR SITE OR STORE Install pixel on: Squarespace or Wordpress, or whatever
More info here: https://www.facebook.com/ your website tool is
business/learn/facebook-ads-pixel
Ecommerce Store:
Install pixel on: Shopify
WHY IS THE PIXEL IMPORTANT?
Digital Products / Online Courses / Ebooks / Content
• Before you even jump into Facebook and Business:
create an Ad, you need to set up your Pixel. Install pixel on: Clickfunnels
• It is one of the main ways to have your
website communicate with Facebook so that Software / App / SaaS Business:
we are able to optimize our Ads and achieve Install pixel on: Unbounce or Clickfunnels, or whatever
better results! landing page tool you use

Please Note: While the example I go through in this

WHAT HAPPENS IF YOU DON’T lesson is a physical products business, you can apply
SET THIS UP? this to your business easily no matter what vertical. The
steps are roughly the same whether you’re doing this
• You could be blowing away all of your money on your Shopify store, your Clickfunnels account, or a
by not allowing Facebook to optimize your Squarespace website -- I just happen to be using Shopify
Ads. for this online store example.
• You could be missing out on a lot of sales.
Pixel allows you to set up automatic bidding
to reach people who are more likely to take an
action you care about.
ACTION ITEMS
• You won’t be able to properly measure □ Locate the Pixel documentation for your website /
the result of your ads. Pixel allows you to store / selling platform
better understand the impact of your Ads by
measuring what happens when people see □ Set up your Pixel
them, and what actions they take next.
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NOTES:

RESOURCES
• Create a Facebook Pixel in Business
Manager (FB Documentation)

• Pixel Helper Tool (Chrome App

Extension)
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MODULE 1

FACEBOOK FOUNDATIONS In this lesson we’re going to dive into greater detail
on “The Facebook Funnel,” and how you can run ads
to target every part of your customer’s journey – from
cold prospecting, never heard of you before, all the
LESSON: way through to taking action with a purchase or
signup.
BREAKING DOWN THE FACEBOOK
FUNNEL
THE FACEBOOK FUNNEL
• TOP: Prospecting (Cold)

• MIDDLE: Re-Engagement (Warm)

• BOTTOM: Remarketing (Hot)

WHY IS THIS IMPORTANT?

• You need to understand your customer’s journey
and how they go from cold “prospect” to warm
“lead” to piping hot “buyer.”
• Throughout the rest of this course, we’re going to
walk through step-by-step how to create ads and
run campaigns for each of these 3 parts of the
funnel.
• Facebook is a “full funnel” tool! You need to tap
into all parts in order to make the most of this
powerful marketing platform.
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TOP: PROSPECTING (COLD)

• This is your most consistent testing area, whether it’s your creative, audiences, or buyer personas — you’ll spend 60%+
of your time and budget here
MODULE 1
• Prospecting is all about finding the right potential customers who might be interested in your product or service

FACEBOOK FOUNDATIONS • You should be communicating to NEW customers all the time, and bringing them through your funnel
• If you don’t have new people, you cannot grow your business
• Targeting:
- Broad
LESSON: - Interest-based
- Lookalikes

BREAKING DOWN THE FACEBOOK

FUNNEL
• Here’s where people have a bit more information as to what you’re about, but they still don’t have the full trust to make

MIDDLE: RE-ENGAGEMENT (WARM)

a purchase
• How can you continue to build that trust and speak to their objections?
• Spend 10-20% of your time here
• How do you bring them from “cold” to “warm”?
- Social Proof
- Testimonials
- Positive Reviews
- Highlight Benefits
- Differentiate Yourself
- Debunk Objections
• Targeting:
- Facebook likers
- Instagram followers
- Saw one of our ads
- Saved a post

• You’ve worked so hard to get them to this point -- they put in their email, phone number, information etc. and/or visited
BOTTOM: EMARKETING (HOT)

your site and shopped around -- now, why have they not yet purchased?
• This is your final step to convince them to be part of your tribe/community
• What are we offering here to finally push them over the edge?
- Special Offer?
- Discount?
- Scarcity?
- Loss Lead?
• Targeting:
- Site visitors
- Email subscribers
- Took some action on our site
- Tracked by the Pixel
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NOTES:

ACTION ITEMS
□ Download the Funnel Diagram.

□ Make sure you’ve done all the action items

in this module so far, and I’ll see you in the
next lesson where we’ll dig much deeper
into each part of the funnel and how to run
your ads across the full customer journey.
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MODULE 2:

FINDING YOUR TARGET MARKET In this module, we’re going to walk through the entire
“top of funnel” marketing process for Facebook ads.
& BUYERS (TOP OF FUNNEL This is called Prospecting.

PROSPECTING) This is where you should be spending at least 60%

or more of your time, budget, and creative energy.
The Prospecting phase is where you find NEW
LESSON: customers, and you need to always be continuously
doing so.
MODULE INTRO:
PROSPECTING THROUGHOUT THE MODULE WE’LL
GO THROUGH:
• Your Media Planning Template (Bonus #1!) to use
throughout the course
• Naming Conventions to keep your media buying very
organized and scalable
• 2 different Campaign Structures for Prospecting
new customers
• How to target the right Audiences for Prospecting
ads
• Different Tests You Can Run during the Prospecting
phase
• Creative Examples specifically for Prospecting ads
• Tying It All Together with a screenshare demo, to
show you how all these pieces work together to
build your first campaigns on Facebook!

I’m excited to get started.

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MODULE 2:

FINDING YOUR TARGET MARKET In this video I’m going to walk you through one of the most critical documents you’ll use on your Facebook Ads journey,
and it will act as your plan of attack / guide throughout the rest of the course. This document is your Media Planning
& BUYERS (TOP OF FUNNEL Template.

PROSPECTING) INSTRUCTIONS (TAB #1, LEFT SIDE):

LESSON: 1. First, go into the Resources section of the Course and access the template, then click File > Make a copy, and save
it to your own Google Drive.
YOUR MEDIA PLANNING 2. In the first tab, add in the names of your Product(s) or Service(s) + Angle(s).
TEMPLATE
3. Add your Brand Overall Budget on the left (e.g. $5,000 total that you’re looking to spend on Facebook).

4. Under the % Of Total Spend column, place your % allocations (must add up to 100%) of how you’re looking
to divide up this budget across the different Products/Angles.

4. The sheet will automatically calculate your Monthly and Daily spend across each Product/Angle, as well as your
Budget for each part of the Funnel below (Prospecting, Re-Engagement, and Remarketing).

5. If your total budget changes, or you’re not sure yet what you’re going to spend on Facebook, you can play around
with the big number on the left and see how it automatically changes the other values in the sheet.

INSTRUCTIONS (TAB #1, RIGHT SIDE):

1. On the right side of the first tab, this is where you can organize your Audiences, Angles and Budgets
for each Campaign.

Naming Convention: Product/Service - Funnel Placement - Angle - $X (Monthly Budget)

Example: Heavenly Tote : Prospecting - New Moms - $3,000 (Monthly Budget)

2. For (Monthly Budget) paste in the values from the left side of the sheet, under “Monthly.”

Now you’ve got your media plan of attack!

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MODULE 2:

FINDING YOUR TARGET MARKET INSTRUCTIONS (TAB #2):

& BUYERS (TOP OF FUNNEL
1. In the second tab, at the top, paste in your links to the necessary assets that you / your team will need in order
PROSPECTING) to run these campaigns.

• Paste a link to the folder of Creative (images or video)

LESSON: • Paste a link to your Copy Doc
• Optional: Paste a link to a Loom / screenshare walkthrough of you explaining the campaign and why you’re
YOUR MEDIA PLANNING launching it — if you’re handing this off to a teammate and not doing it yourself as the founder

TEMPLATE IMPORTANT NOTE: We will go into great detail on Ad Creative and Ad Copy later in the course, and provide templates
you can use here! Use this Media Planning Template as a living, breathing document that you’ll keep adding to
throughout the course as you learn more.

2. Add in your Budgets on the left (copy and paste these from Tab #1). This Tab #2 is breaking down your Ads in more
granular detail, within a given Campaign, so you can plan out your Weekly Media Buying.

3. Write in your Campaign info. Use the following Naming Conventions (more on this in another lesson):

Campaign Number - Level of Warmth or Funnel Placement - Objective - Offer/Angle

Essentially this tab lays out what are you launching, why are you launching it, and any important details about your
campaigns/ads that you need to refer back to in order to stay on strategy with your media planning — especially as you
start to ramp up the number of campaigns and ads that you’re running.

---

Don’t worry about this second tab too much right now – we’ll add to it more as you go through the course, and
understand what makes a high-converting Ad Creative.

For now, fill in the first tab with your Overall Budget and play around with the calculators to get an understanding of how
your numbers break down into Monthly and Daily budgets across each part of your Funnel, and I’ll see you in the next
lesson!
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NOTES:

ACTION ITEMS
□ Download the Media Planning Template
and make a copy for yourself (save to your
Google Drive)

□ Start populating this sheet as you go

through the rest of the course, using it as
your “guide” for media planning
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MODULE 2:

FINDING YOUR TARGET MARKET In this lesson, we’re going to talk about what is probably
the nerdiest thing I do – Naming Conventions. This is a
& BUYERS (TOP OF FUNNEL “secret language” consistent across all industries that
media buyers and Facebook marketers use, in order to
PROSPECTING) stay organized and get set up for scale.

LESSON: WHY ARE NAMING CONVENTIONS

NAMING CONVENTIONS IMPORTANT?
• Imagine a scenario in the future where you’re running
50 or 100+ different ads. You’ll need to be able to
quickly refer back to certain creative to see what
worked, what didn’t work, and make quick decisions
along the way.

• Using consistent Naming Conventions will allow you

to scale up and be able to manage countless ads
simultaneously, without having to add more work or
more people.
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MODULE 2:

FINDING YOUR TARGET MARKET NAMING CONVENTIONS CHEAT SHEET

& BUYERS (TOP OF FUNNEL
PROSPECTING)

LESSON:

NAMING CONVENTIONS
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MODULE 2:
EXAMPLES
FINDING YOUR TARGET MARKET
& BUYERS (TOP OF FUNNEL
PROSPECTING)

LESSON:

NAMING CONVENTIONS

ACTION ITEMS

□ Download the Naming Conventions template

and start putting it to use
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NOTES:
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MODULE 2:

FINDING YOUR TARGET MARKET There are two main campaign structures when it comes
to running Prospecting ads.
Each of these Campaign Structures has its pros
and cons.
& BUYERS (TOP OF FUNNEL
ABO - Automatic Bid Optimization For now, you should understand the fundamental
PROSPECTING) CBO - Campaign Budget Optimization differences, read more about them on Facebook’s
documentation, and determine which is best for
your business.
LESSON: ABO - Automatic Bid Optimization

CAMPAIGN STRUCTURES • ABO involves budgets that are denoted at the Ad set
level, allowing for more control of budget / spend.
ACTION ITEMS
(PROSPECTING) • This campaign structure is useful to guarantee □ Understand the main differences between ABO
that there will be total ad spend through a chosen and CBO
campaign to that specific ad set.
• It can also be helpful for when you have a test that □ Read through Facebook's documentation for
you want to determine actual results from. the latest details
• The ABO campaign structure is a more “manual”
approach and involves turning off the CBO
(Campaign Budget Optimization) feature.

CBO - Campaign Budget Optimization

• CBO involves budgets at the Campaign level, and it

allows Facebook’s algorithm to spend across all ad
sets used.
• This is helpful to leverage Facebook’s learning and
algorithm across your ad sets to make decisions on
where to spend.
• It’s effectively you saying, “Hey Facebook, you
choose where to spend the money.” In other words,
CBO will do the work for you.
• Your budget will be dynamically distributed across
the multiple ad sets within the campaign.
• Another upside of the CBO campaign structure is
that you don’t have to manage multiple budgets
manually.
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NOTES:

TOOLS & RESOURCES

• Facebook Documentation: Campaign
Budget Optimization (CBO)

• Facebook Documentation: About Bid

Strategies
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MODULE 2:

FINDING YOUR TARGET MARKET In this lesson we’ll cover how to target the right people
at the top of your funnel when identifying Audiences for
& BUYERS (TOP OF FUNNEL your Prospecting Ads.

PROSPECTING)
THE MAIN THINGS WE COVER ARE:
LESSON: • Interest-Based Audiences

AUDIENCES (PROSPECTING) • Lookalike Audiences

• Broad Targeting

• Exclusions
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FINDING YOUR TARGET MARKET INTEREST-BASED AUDIENCES

& BUYERS (TOP OF FUNNEL Interest-Based Audiences are exactly that – targeting people based on their interests and behaviors in your category, which means
a higher likelihood that they will be interested in your product or service.
PROSPECTING) You can select from a dropdown, various Interests like “motherhood” or “fashion” to narrow and further qualify your prospects.

Creating a Custom Audience for Ecommerce / Physical Products…

LESSON:

AUDIENCES (PROSPECTING)

Creating a Custom Audience for Lead Gen / Services / Consulting / Freelancing…

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MODULE 2:

FINDING YOUR TARGET MARKET LOOKALIKE AUDIENCES One potential downside of Broad Audiences is
hat this experiment could lead to higher cost per
& BUYERS (TOP OF FUNNEL Facebook’s secret weapon for targeting your ads. conversion and lower quality data – after all, the
A “Lookalike Audience” is a custom audience that whole point of narrowing your targeting down is to
PROSPECTING) includes all potential customers who LOOK LIKE a given qualify your prospective customers, and identify the
group. right people who may be interested in your products
/ services. On the other hand, narrowing down your
LESSON: It’s an effective way to widen your audience and reach audience criteria could also make Facebook “work
more potential customers, especially when you have harder” which could affect your costs and how long
AUDIENCES (PROSPECTING) a smaller following or customer base to start with. it takes to convert.

For example, you might create a Lookalike Audience But when you’re starting out, Broad Audiences are
based on things like: fine to use, and you can get more granular from there
• People who look like your past buyers as you gather learnings.
• A group of users who look like your Instagram
followers After you’ve tried out Broad Audiences, we
• People who look like your best customers (who recommend testing out Custom Audiences, Lookalike
spent over a certain dollar amount) Audiences, Interest-Based Targeting, and/or adding
• Prospects who look like your email subscribers some Exclusions to find your perfect prospects.

We recommend creating one (1) Lookalike Audience at

a time, and labeling them separately, rather than splitting
EXCLUSIONS
up an Audience Size into multiple. This is because all These are used to ensure you’re not hitting an
individual audiences perform differently, and you get Audience who SHOULD NOT be receiving your
cleaner data this way. marketing messages. For example, people who have
already visited your website and purchased from you
recently (and are unlikely to purchase from you again
BROAD AUDIENCES so quickly).
These involve very minimal targeting. The only things
you put in with “Broad Audiences” are basic things like
Age and Demographic (e.g. all Males over 18+ in the
WHY EXCLUSIONS?
United States). • Exclusions ensure you don't show the wrong
messages to the wrong audiences.
You can test Broad Audiences if you want to have • Exclusions help you target only the right people.
a much larger pool to draw from, and let Facebook • Exclusions minimize wasted ad spend.
do the heavy lifting in targeting people.
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MODULE 2:

FINDING YOUR TARGET MARKET

& BUYERS (TOP OF FUNNEL HOW TO
PROSPECTING)
THINK ABOUT
LESSON: EXCLUSIONS…
AUDIENCES (PROSPECTING) • Scenario #1: Imagine you sell a sleep-related • Scenario #4: You may want to exclude people
product like bedding or pillows. You can assume who have already spent a significant amount
people only buy these kinds of products once a year, of time on your website, clicking around and
and maybe again for holidays or wedding gifts. engaging with your content, and are already
• In this case, you might consider excluding people opted-in to your email list. These people should
who have already purchased from you within the last be shown different messaging (Middle-Funnel /
30 days. Re-Engagement). Or, it’s also possible you don’t
want to pay money to target these people at all,
• Scenario #2: What if you sell a beauty or wellness since they are arguable “in your funnel” already
service like haircuts, eyebrow threading, nail salon, and you can market to them in more cost-
massage therapy etc? These are services where effective ways.
people often treat themselves on a monthly basis.
In this case, you might NOT want to exclude these
recent purchasers, as they are likely to replenish and
purchase again within 30 days.

• Scenario #3: If you are a local service-based

business that caters to specific cities / regions, and
you want to tailor hyperlocal copy to those people
– or, if you know for a fact that you don’t ship your
product to specific cities – then you can exclude
those other locations to avoid local blowback
in the comments. (e.g. your “Hey, New York!” ad
ACTION ITEMS
accidentally targets people living in Philadelphia...) □ Create your Audiences for your Prospecting ads
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NOTES:

RESOURCES
• Lookalike Audiences (Facebook)
• Broad Audiences vs. Lookalikes: Which
Work Best For Facebook Advertising? A
$1,000 Experiment (AdSpresso)
• The Step-by-Step Facebook Ads Strategy
a First-Time Entrepreneur Used to Hit
Her First $1K/Mo (Foundr)
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MODULE 2:

FINDING YOUR TARGET MARKET In the next few lessons, we’re going to cover the different
tests you can run during the Prospecting part of your
& BUYERS (TOP OF FUNNEL funnel.

PROSPECTING) Testing progression is an iterative and ongoing process.

The various structures of testing below can be done
in unison, or done individually — depending on the need
LESSON: of the business and what stage is needed. Feel free
to mix and match the tests and share your results
TESTS YOU CAN RUN and wins with the group!

4 TYPES OF TESTS:

• Dynamic Creative Testing (DCT)

• Asset Iterative Testing (AIT)

• Manual Testing

• Landing Page Testing

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MODULE 2:

FINDING YOUR TARGET MARKET DYNAMIC CREATIVE TESTING (DCT) DCT TIPS
& BUYERS (TOP OF FUNNEL DCT involves multi-variations of testing. You can test • No more than 5 variations in total
Personas, New Asset groupings, etc. to see which are - Creative Only (hold copy constant)
PROSPECTING) your top performers. - Copy Only (hold creative constant)
• Batch together image ads only or video ads only, vs.
Downside to DCT is you don’t have as much “social proof images and videos mixed together
LESSON: influence” -- typically you’d have all the Comments and • Can only use one URL
Likes on a given ad shown, to persuade others to engage • Organize your tests by Angle or Offer, so you can
TESTS YOU CAN RUN with it. But with DCT you need to re-launch the ad anew,
which wipes out the social proof each time.
easily see which is the winning ad
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MODULE 2:

FINDING YOUR TARGET MARKET ASSET ITERATIVE TESTING - (AIT)

& BUYERS (TOP OF FUNNEL • Asset Iterative Testing (AIT) also called Isolated
Asset Testing (IAT)
PROSPECTING) • Goal: Test the creative assets themselves (image
or video) to find the winning creative, and take more
control of your budget.
LESSON: • Unlike DCT, with AIT you get to keep the social proof
/ comments on the ad, migrate it over, and keep all
TESTS YOU CAN RUN the learnings.
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MODULE 2:

FINDING YOUR TARGET MARKET MANUAL TESTING

& BUYERS (TOP OF FUNNEL • In the video lesson I walk through Cost Cap Testing
with an ABO campaign, because it’s the most
PROSPECTING) consistent at producing results for you.
• The other types of Manual Tests include:
- Target Cost
LESSON: - Bid Cap
• But you will likely have a lack of volume to produce
TESTS YOU CAN RUN •
results with these other 2 tests.
Find Your AOV of the product
• Best audience
• Best creative 1-3
• Spread Cost Cap across $2-$3 increments
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MODULE 2:

FINDING YOUR TARGET MARKET LANDING PAGE TESTING ACTION ITEM

& BUYERS (TOP OF FUNNEL • Goal: Test different landing pages to combine with □ Test, test, test! Try out the different types of testing,
your best performing audiences and creative/copy, either in this order, mixed together, or one at a time.
PROSPECTING) to find a winning combination.
• Always do this in ABO (Automatic Budget
Optimization)
LESSON:

TESTS YOU CAN RUN

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NOTES:
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MODULE 2:

FINDING YOUR TARGET MARKET In this lesson we’re going to talk about the really fun stuff
-- your Ad Creative!
& BUYERS (TOP OF FUNNEL
First off, it’s important to make note of your sizes
PROSPECTING) and formats.

LESSON:

CREATIVE EXAMPLES

Source: Facebook

Now, let’s break down why each of the examples work

that I show in the lesson. I’ve pasted my notes below
to make it easy on you.
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FINDING YOUR TARGET MARKET

& BUYERS (TOP OF FUNNEL EXAMPLES SHOWN:
PROSPECTING)
EXAMPLE 1: SAM OVENS EXAMPLE 2: GLEAMIN EXAMPLE 3: BOOTYFUL EXAMPLE 4: DMOOSE

LESSON: Why This Ad Works Why This Ad Works Why This Ad Works Why This Ad Works

CREATIVE EXAMPLES • Thumb-stopping hook • Hook with a bold claim • Fun brand tone • Show the product upfront
• Bright color pop • Show the product in use • Show product demo • Highlight benefits
• Grabs your attention • Good photography • Strong, clear CTA • Educate + entertain
• Pokes fun at itself • Split-screen, dynamic • Authority / social proof
• Social proof / reviews • Authenticity
• Handle objections
• Authentic UGC
• Features / ingredients
• Clear CTA
• Short and sweet

EXAMPLE 5: TOP RIO SHOP EXAMPLE 6: MONDAY.COM EXAMPLE 7: SHOC EXAMPLE 8: POWERSNAPZ

Why This Ad Works Why This Ad Works Improvements Why This Ad Works

• Show the product in use • Emotional hook • Make text more readable • Set up the problem
• Highlight quality + features • Scroll-stopping color pop • Too quick to retain • Highlight the features
• Call out the benefits • Engaging animations • Shoot in ad-friendly • Incorporates branding
• Handle objections • Validation dimensions • Show “unique & different”
• Authentic UGC • Show product in action • Put box behind text • Illustrate ease of use
• Strong CTA • Add a strong CTA • Fun brand tone
• Relatable benefits
• Clear CTA

ACTION ITEM
□ Take these learnings and incorporate them into your
own Prospecting Ad Creative
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NOTES:
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MODULE 2:

FINDING YOUR TARGET MARKET In this lesson, I walk you through step-by-step how
to bring it ALL together – and set up your first
ACTION ITEM
& BUYERS (TOP OF FUNNEL Prospecting Campaigns! □ Set up and launch your first Prospecting Campaign

PROSPECTING) Since the steps are all inside Facebook, we don’t have
much workbook content to put here :) Please follow
along in the video lesson, and if you need help or run into
LESSON: any trouble, ask us in the Community Support Group
for this course.
DEMO: PROSPECTING CAMPAIGN
Congratulations on completing the “Prospecting” section
SETUP & LAUNCH of your funnel!

Next up, we’re going to talk about the middle of funnel,

or “Re-Engagement.”
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MODULE 3:

MIDDLE OF FUNNEL In this module, we’re going to walk through the next part
of your funnel — the “middle of funnel” — for bringing
(RE-ENGAGEMENT) your Prospects a little bit closer to purchase. This is
where you warm them up, and bring them a little bit
closer to purchase. We call this phase Re-Engagement.
LESSON:
You should be spending about 10-20% of your time,
budget, and creative energy on Re-Engagement ads.
MODULE INTRO:
RE-ENGAGEMENT Mind you, Re-Engagement and Remarketing BUILDS are
actually the same as what you just did with Prospecting,
so I won’t bore you with walking through the exact steps
again. The main differences are your Audiences, the
Copy, the Timing and the Campaign Structures.

THERE ARE A FEW NUANCES THAT

MAKE THIS SECTION UNIQUE FROM
PROSPECTING, WHICH I’LL GO
THROUGH IN THE FOLLOWING
LESSONS:
• Campaign Structures & Audiences (Re-Engagement)
• Pages To Drive Traffic To (Re-Engagement)
• Copy Differences at the Re-Engagement level
• Creative Examples (Re-Engagement) and why these
ads worked well
• Tying It All Together to launch your Re-Engagement
campaigns!

Now, let’s get those prospects warmed up and bring

them a little bit closer to purchase!
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MODULE 3:

MIDDLE OF FUNNEL In this lesson we’ll go over the Campaign Structures and
Audiences that you can use for the Re-Engagement part
ACTION ITEMS
(RE-ENGAGEMENT) of your funnel. □ Set up your Re-Engagement campaigns

□ Use your Audiences of IG Engagers, FB Engagers,

PRO TIP and Video Viewers
LESSON:
• Choose CBO (Campaign Budget Optimization) for
MODULE INTRO: Re-Engagement to let Facebook’s algorithm do the
heavy lifting and save yourself work.
RE-ENGAGEMENT
The big takeaway for this lesson is that we’re going to be
re-engaging our Custom Audiences from the following
groups of people who haven’t purchased yet:

• Instagram engagers (past 365 days)

• Facebook engagers (past 365 days)
• Video viewers (past 365 days)

These are people who were clearly interested in

something you showed them, but didn’t quite have
the motivation to purchase from you just yet.

You have another chance to expose them to your

product/service through Re-Engagement campaigns,
and bring them a little bit closer to converting.

In a later lesson we’ll talk about what types of messaging

/ creative / copy you should use when re-engaging your
prospects, but for now, the Campaign Structure and
Audiences you’ll use are pretty straightforward. Go ahead
and set yours up, and I’ll see you in the next lesson!
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NOTES:
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MODULE 3:

MIDDLE OF FUNNEL In this quick video I want to touch on one of the subtle
nuances of the Re-Engagement phase – that is, directing PRO TIP
(RE-ENGAGEMENT) traffic to different pages as you optimize your ads.
You can test different landing pages at every stage
of the funnel – just make sure you have “message
CASE STUDIES match” between what’s promised in the ad, and what
LESSON:
people see when they click through to your page.
PAGES TO DRIVE TRAFFIC TO • We saw a 15% increase in product sell through
by directing traffic to the Product Collection Page
(RE-ENGAGEMENT) rather than the homepage
ACTION ITEMS
• We also saw a 27% increase in product sell through
when directing traffic to the congruent Product □ Consider driving ads directly to Collection Page or
Display Page (PDP) that lines up with the product Product/Service Page
being shown in the ad
□ Think about how you can "shorten the steps" for the
Not a bad result for such a simple tweak! customer, and make it easier for them to take action

Are there sub-pages of your website/store that you can

drive people to, in order to bring them a little bit closer
to purchasing your product/service?
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________

1. PROSPECTING 2. RE-ENGAGEMENT 3. REMARKETING

DRIVE TRAFFIC TO: DRIVE TRAFFIC TO: DRIVE TRAFFIC TO:

• Homepage • 1 step further in their customer • 1-2 steps further in their journey
• Landing page journey • Specific Product Display Page
• Testing different pages to see • Collection Page (of multiple (PDP)
what works products or services) • Sales Page
• Specific Product Display Page • Signup/Trial Page
(PDP) • Matching Offer Page (headline
should “answer” the offer
promised in the ad copy)
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MODULE 3:

MIDDLE OF FUNNEL This is another short video but worth mentioning, as it’s
an important nuance that differentiates Re-Engagement FREE-WRITE YOUR IDEAS HERE:
(RE-ENGAGEMENT) from Prospecting. This is your ad copy. ________________________________________________________
________________________________________________________
Please note, we’ll dig into Ad Copy in greater detail later ________________________________________________________
(there’s a separate entire module dedicated ________________________________________________________
LESSON:
to Ad Creative & Copy). But for now, please note the ________________________________________________________
COPY DIFFERENCES AT subtle differences you can tweak and test. ________________________________________________________
________________________________________________________
RE-ENGAGEMENT ________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
KEY COPY DIFFERENCES ________________________________________________________
________________________________________________________
• PROSPECTING — By this point you've already tested ________________________________________________________
Audiences, Creative, and Copy variations and are ________________________________________________________
starting to gather data from your tests ________________________________________________________
• RE-ENGAGEMENT — Using existing Audiences, ________________________________________________________
reposition your Copy to pull them closer to purchase ________________________________________________________
________________________________________________________
Ask yourself, what tactics or persuasion techniques can ________________________________________________________
I use in my copy, for a person at this stage in the buyer’s ________________________________________________________
journey? ________________________________________________________
________________________________________________________
Imagine: They’ve already seen one or more of your ________________________________________________________
Prospecting ads, so they are aware of you. They may ________________________________________________________
have even engaged with one of your Facebook Ads, ________________________________________________________
watched your video, or followed you on Instagram.

What would you say to them, in order to bring them

closer to becoming a customer?
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MODULE 3:

MIDDLE OF FUNNEL COPY TIPS FOR RE-ENGAGEMENT Work in some Social Proof, Testimonials
or Product Reviews. Make sure these are
(RE-ENGAGEMENT) authentic and not made-up.
BRAINSTORM
____________________________________________________
Highlight the Features & Benefits of your product/ ____________________________________________________
LESSON:
service. Educate your audience on how to get ____________________________________________________
the most from it! What do THEY get out of this
COPY DIFFERENCES AT feature?
____________________________________________________
____________________________________________________
RE-ENGAGEMENT ____________________________________________________
________________________________________________________ ____________________________________________________
________________________________________________________ ____________________________________________________
________________________________________________________ ____________________________________________________
________________________________________________________
________________________________________________________ Show why you’re Unique and Different, and
________________________________________________________ better than the competition. What makes your
________________________________________________________ product/service special? What are people
________________________________________________________ raving about? What are the most-beloved
________________________________________________________ features and benefits? Put this in your
customer’s own words.
Call out what customers love about your product/
service. You can use online reviews, testimonials ____________________________________________________
and private customer feedback to craft this into ____________________________________________________
your copy. ____________________________________________________
____________________________________________________
________________________________________________________ ____________________________________________________
________________________________________________________ ____________________________________________________
________________________________________________________ ____________________________________________________
________________________________________________________ ____________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
ACTION ITEMS
□ Write unique copy for your Re-Engagement ads

□ Try adding Urgency, Benefits, and Testimonials

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MODULE 3:
For this lesson, I want you to just kick back, and enjoy
MIDDLE OF FUNNEL these Re-Engagement ad examples. I’ll walk through why PRO TIP
each ad worked well, and I’ve also pasted this into the
(RE-ENGAGEMENT) workbook for this lesson to speed up your note-taking :) Shoot versatile images and clips that can be
repurposed across different parts of your funnel,
paired with unique copy. You can grab winning
EXAMPLES SHOWN: creative assets from your Prospecting campaigns
LESSON:
and simply reposition the copy for Re-Engagement.
CREATIVE EXAMPLES EXAMPLE 1: CROSSBEATS
(RE-ENGAGEMENT) Why This Ad Works

• Beautiful product imagery

• Intriguing hook
• Benefits & features
• Call out what customers love
ACTION ITEMS
• Highlight more features □ Create your Re-Engagement ad creative

□ Highlight the FEATURES and BENEFITS of your

product/service
EXAMPLE 2: DMOOSE

Why This Ad Works

• Highlight features & benefits

• Show the product in action
• Keep it simple (image/text)
• Clear CTA

EXAMPLE 3: TRUE CLASSIC TEES

Why This Ad Works

• Show breadth of products

• Highlight the features
• Detail the benefits
• What makes you unique and different?
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MODULE 3:
You did it! I know Re-Engagement is a bit simpler than
MIDDLE OF FUNNEL Prospecting, but it’s still a big milestone that you’ve completed.
Let’s quickly recap what we’ve covered.
(RE-ENGAGEMENT)
RE-ENGAGEMENT RECAP
LESSON:
• Set it and forget it
TYING IT ALL TOGETHER •
•
Simpler campaign setup
2-3 audiences
(RE-ENGAGEMENT) •
•
Re-engage your Facebook, Instagram, and Video Viewers
Focus on content / copy variations
• Highlight benefits, features & social proof

I look forward to digging into the next module with you,

which is our third and final part of the funnel — Remarketing.

ACTION ITEMS
□ If you haven’t already, go ahead and:
• Build out your simple Campaign
• Load up your Audiences
• Finalize your Re-Engagement Copy & Creative
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MODULE 4:
GOAL OF THIS MODULE
BOTTOM OF FUNNEL Welcome to the last part of your customer’s journey —
the bottom of funnel, or Remarketing.
(REMARKETING) I’m going to show you how you can utilize this
These people are even more familiar with you. They’ve later part of the funnel to really get people to BUY.
seen your ads. They’ve even taken some kind of action, Although I believe Prospecting is the most important
whether that’s clicking your ad, shopping on your site area of the Facebook Funnel, Remarketing is a close
LESSON:
(but not buying), or some other event that shows high second.
MODULE INTRO: REMARKETING intent.
You’ve done all of the hard work... You’ve convinced
They just need that little push over the edge, which a consumer to stop on your ad - through awesome
requires unique ads. creative and perfect targeting... These consumers are
now engaging with your brand and just spent their
Remarketing has the same exact BUILD process as valuable time clicking through your website... it’s time
Re-Engagement, so I won’t rehash that here. The main to give them a reason to buy!
difference is that you will now have different pages
and customer journey, and a different “quality of traffic.” So let’s get ready to build our Remarketing
Campaigns, develop actionable Copy and Creative,
• How do we structure our Campaigns and target and begin to test an Offer that consumers can’t
the right Audiences who are most likely to become resist.
paying customers?
• How do we test sending them to a different place
so that they buy?
• How do we tweak our messaging (Copy and
Creative) to communicate to them more effectively
at this stage of the buyer’s journey?
• How can we add urgency, scarcity, and a timely
reason for them to take action now?

Another distinction of this part of the Remarketing funnel

is that these are actions being taken NOT on Facebook.
These are actions being taken on your website or store.
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MODULE 4:

BOTTOM OF FUNNEL In this in-depth demo, we’re going to walk through

a unique Campaign Structure that you can leverage
ACTION ITEMS
(REMARKETING) for the Remarketing phase, to push people over
the edge to buy.

Up to this point, we’ve talked about your 2 traditional □ If you have a multi-product or multi-service
LESSON:
campaign structures: business, follow the steps in the video lesson
CAMPAIGN STRUCTURES •
•
CBO (Campaign Budget Optimization)
ABO (Automatic Bid Optimization)
to build your DPA Remarketing campaign

(REMARKETING)
Now, let’s talk about a 3rd campaign structure:
• DPA (Dynamic Product Ads)

DPA campaigns pull content automatically from

your product/service pages to show people custom
messaging based on their Pixel behavior.

If you have multiple service offerings, multiple digital

products, or have a multi-SKU ecommerce store, then
DPA is for you.

Let’s imagine someone has visited your site, browsed

around, maybe even added something to their cart –
but hasn’t become a customer yet, and navigated away
from your site. DPA allows you to show them another
Remarketing Ad displaying the exact product/service
they were looking at, giving you another chance to
convince them to buy.

(NOTE: If you only sell 1 single product or service, there

is no need to set up a DPA campaign. You can skip ahead
to about halfway through this lesson, where we
go through the nuances and differences between DPA
and ABO during the Remarketing phase, and then move
onto the next lesson.)
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MODULE 4:

BOTTOM OF FUNNEL Throughout this course we’ve talked about your overall TIME-BASED REMARKETING
Facebook Funnel (Prospecting, Re-Engagement,
(REMARKETING) Remarketing). But did you know that the Remarketing AUDIENCES
phase has a whole “funnel” of its own?
You can leverage Facebook’s magical tool to
In this lesson, we break down the Remarketing funnel, separate your Remarketing Audiences specifically
LESSON:
and some tips around how to retarget these warm to speak to people based on how long it’s been since
AUDIENCES & AD SETS potential customers and get them to convert into piping-
hot buyers.
they last engaged with your site.

(REMARKETING) This allows you to get even more specific, and cater
your messaging/offer in your Ads to that specific
person’s journey.
THE REMARKETING FUNNEL
• 7 Days: Maybe you want to show them a %
discount or bonus offer after 7 days of engaging
with your site and taking certain actions.
• 14 Days: Perhaps after 2 weeks, you increase
the level of urgency/scarcity in your copy, with
“time running out” on that % discount offer.
• 30 Days: After a month, you may consider them
a lost consumer and no longer worth spending
money to try and convert them.

ACTION ITEMS
□ Study the Remarketing Audiences diagrams in
this lesson

□ When planning your Remarketing campaigns,

focus on those Audiences that you’re already
spending your hard-earned money on, and think
about what marketing messages will resonate
with them during this stage of their journey
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MODULE 4:
BRAINSTORM
BOTTOM OF FUNNEL
(REMARKETING)
1. What message(s) or angle(s) will resonate with your warm/hot audience who have already taken
action on your website, but havenn’t quite purchased yet? Free-write your ideas.
LESSON:
________________________________________________________________________________________________________
AUDIENCES & AD SETS ________________________________________________________________________________________________________
(REMARKETING) ________________________________________________________________________________________________________
________________________________________________________________________________________________________
________________________________________________________________________________________________________
________________________________________________________________________________________________________
________________________________________________________________________________________________________

2. How can you cater your messaging even more specifically, using Time-Based Remarketing, and change up
the content / offer / tone based on 7 days, 14 days and 30 days after taking action on your site?

7 DAYS 14 DAYS 30 DAYS

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MODULE 4:

BOTTOM OF FUNNEL Similarly to what we talked about during Re-Engagement,

you can also test out driving your traffic to different
PRO TIP
(REMARKETING) pages that are 1-2 steps further along in the buyer’s Drive your ads to a page that's 1-2 steps closer
journey — ultimately with the goal of getting them closer to purchase.
to purchase.
LESSON:
Make it easy on them to buy.
PAGES TO DRIVE TRAFFIC TO
(REMARKETING) YOU CAN DRIVE REMARKETING
TRAFFIC TO:
• A specific Product Display Page (PDP)
• Collection Page (of multiple products/services)
• Sales Page
• Signup/Trial Page
• A matching Offer Page (that “answers” what was
promised in the ad copy)
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MODULE 4:

BOTTOM OF FUNNEL Depending on what type of business you run, what

page will you drive traffic to? Jot this down in the boxes
ACTION ITEMS
(REMARKETING) provided. □ Take inventory of which pages you're driving
traffic to

□ For Remarketing ads, drive them to a more

LESSON:
specific page further down the funnel (plan this
PAGES TO DRIVE TRAFFIC TO out using the wireframe provided)

(REMARKETING)
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MODULE 4:

BOTTOM OF FUNNEL In this lesson let’s look at a bunch of Creative and Copy
examples for Remarketing Ads.
• Test different offers — Since these audiences
are warm/hot and very close to purchasing from
(REMARKETING) you, this is the time to test out different offers
and CTAs at the end of your ad, and see what
CREATIVE TIPS FOR REMARKETING drives the most conversions.
• Build FOMO — Fear of missing out is a powerful
LESSON:
psychological trigger.
CREATIVE & COPY EXAMPLES • Inject scarcity / urgency — e.g. “It’s nearly gone…” ,
“Time’s running out” , or “Only a few seats left.”
(REMARKETING) • Same creative, new copy — The beauty of the
ACTION ITEMS
Remarketing phase is you can potentially repurpose □ Brainstorm ways you can reframe your creative
existing creative assets, like a video clip or image for the Remarketing phase
of your product being used, and simply test out
different copy angles to see what pushes people □ Consider the tips in this lesson, including page
over the edge. congruence / message match, testing different
• Message match — Make sure your messaging lines offers, and repositioning the copy with more
up from ad to landing page, otherwise people will urgency
bounce.
• Clear, timely CTA — If you’re running ads around a
holiday or specific sale event, or if your % discount
offer expires soon, make sure to be clear about this
in your copy. (e.g. “Now Live: Prime Day Sale FREE”)
• Make it relevant — Put yourself in the shoes of your
customer during this point in their journey. They’ve
seen your ads, they’ve clicked around on your site,
and they’ve even considered buying from you. What
pain points or open questions do they still have, that
you can answer to push them over the edge?
• More features & benefits — When in doubt, you can
never go wrong with highlighting more benefits and
spicing up the features of your product/service.
What does your customer get out of it? How will it
improve their life?
• Leverage UGC — User Generated Content is a very
powerful social proof technique, especially when it’s
authentic. When people see other people using your
product, or the results they got from your service,
they are more likely to buy.
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MODULE 4:

BOTTOM OF FUNNEL You did it! That was the third and final phase of your
Facebook Funnel, and we’ve gone through a LOT.
________________________________________________________
________________________________________________________
(REMARKETING) Up to this point we’ve covered all three phases of your ________________________________________________________
“full funnel” digital marketing. ________________________________________________________
________________________________________________________
________________________________________________________
LESSON: LET’S RECAP:
And what we just wrapped up was Remarketing
CREATIVE EXAMPLES (RE- What are the key takeaways you remember from each
module? List them out in the spaces provided. — the most specific section yet. You have to have
ENGAGEMENT) the right message, at the right time, to the right
You’ve done your Prospecting. That’s Broad consumer. They already know about you, and
audiences, Lookalike audiences, and Interest- may have even seriously considered becoming a
Based audiences. You’ve done some Tests in customer — but they need the right nudge to push
the Prospecting phase, starting to build a pool of them over the edge into buying. You’re ready to put
potential customers through buying cold traffic, that message back in front of them as to why they
and spend 60% of your time, budget, and creative should make a purchase, or take the action that you
energy on this first section. want.

________________________________________________________ ________________________________________________________
________________________________________________________ ________________________________________________________
________________________________________________________ ________________________________________________________
________________________________________________________ ________________________________________________________
________________________________________________________ ________________________________________________________
________________________________________________________ ________________________________________________________
________________________________________________________ ________________________________________________________
________________________________________________________ ________________________________________________________
________________________________________________________ ________________________________________________________

Then, you’ve brought those prospects into the Now that you have a deep understanding
Re-Engagement phase. A little bit more specific of the full Facebook Funnel, it’s time to get creative.
messaging, speaking to a more specific consumer.
They’re already familiar with you at this point, And that’s what we’re going to be talking about
they’re getting warmer, and they’re working their in the next module.
way down that funnel.
See you there!
________________________________________________________
________________________________________________________
________________________________________________________
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MODULE 5:

BOTTOM OF FUNNEL Welcome to what is arguably the

most fun module of them all! Your
(REMARKETING) Ad Creative and Copy. AD NAME
Throughout this module, we’re
going to go through my proven
LESSON:
frameworks for crafting ad copy ANGLE/IDEA
MODULE INTRO: and ad creative that converts into
customers.
HOW TO STRUCTURE
HIGH-CONVERTING AD CREATIVE For now, here’s a quick summary
of the key components that should
HOOK
go into every ad.

AD CREATIVE PROBLEM
FRAMEWORK
• Angle / Idea
• Hook (first 3 seconds) SOLUTION
• Problem Setup
• Present Solution
• Social Proof / Validation SOCIAL
• Big Promise / Benefits PROOF /
• Objection Handling
• Call to Action (CTA) VALIDATION
BENEFITS /
AD CREATIVE
BIG PROMISE
WORKSHEET
Here’s a worksheet you can use RESPONSE TO
to get started with brainstorming
your ad creative.
OBJECTIONS
Let’s get creative!
See you in the next lessons. CTA
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AD NAME

ANGLE/IDEA

HOOK

PROBLEM

SOLUTION

SOCIAL PROOF /
VALIDATION

BENEFITS /
BIG PROMISE

RESPONSE TO OBJECTIONS

CTA
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AD NAME

ANGLE/IDEA

HOOK

PROBLEM

SOLUTION

SOCIAL PROOF /
VALIDATION

BENEFITS /
BIG PROMISE

RESPONSE TO OBJECTIONS

CTA
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MODULE 5:

BOTTOM OF FUNNEL In this lesson, we’re going to talk about your Ad Copy,
which is specific text that lives native to Facebook
(REMARKETING) (we’re not talking about any text that’s overlaid
on an image or video).

At my agency we use a proven framework for Ad Copy

LESSON:
which I’m going to share with you exclusively as part
AD COPY FRAMEWORK of this course.

AD COPY FRAMEWORK
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MODULE 5:

BOTTOM OF FUNNEL BEGIN WITH THE REVIEWS HOW TO USE NEGATIVE REVIEWS
(REMARKETING) When we say to lead with the reviews, I mean any kind • Copy & paste (if a competitor) from Amazon reviews
of social proof, testimonials or customer feedback that you or other review sites
can get your hands on. You can get these directly from your • Export the 1- and 2-star reviews (if your own)
customers. • Create a "don't say" list to exclude from your ad copy
LESSON:
as you’re writing
AD COPY FRAMEWORK Create a Word Cloud for Copy Inspiration. • Use these for objection handling – if your product
solves the problem that someone is complaining
about in a negative review, highlight that in your copy
HOW TO USE POSITIVE REVIEWS
• Export your 4- and 5-star reviews My “DON’T SAY” List
• Use this to inform your ad copy -- paraphrasing the
nice things your customers have said about your
product/service

Hot Buttons, Features, Benefits and Keywords to

Include (from Customer Reviews)

PRO TIPS
DON'T make up any testimonials or reviews.
Find and gather genuine social proof.
Pull out the nuances & use this to inform your ad copy.
When you’re writing, make sure to detail which stage
of the funnel each copy blurb is meant for.
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NOTES:

ACTION ITEMS
□ Create your own content planning document
using the template provided

□ Start writing your ad copy for each part of the

funnel
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MODULE 5:

BOTTOM OF FUNNEL In this lesson, let’s break down some more Creative! ACTION ITEMS
(REMARKETING) Before we get into the examples, it’s important to look □ Make a copy of the Content Planning Template
at the overall framework of how we structure our Ads. (Google Sheets)
I call these the “Creative Content Bricks.” This is the exact
structure we use at my agency for all high-converting □ Download the Ad Creative Framework (PDF)
LESSON:
Ads Creative.
AD CREATIVE (IMAGE OR VIDEO) You can use these “Bricks” in any order — feel free to mix
□ Using these two resources as a guide, let’s go make
some high-converting Ad Creative!
and match — but obviously your “Hook” should come
early on, and the “Call to Action” typically comes
in at the end.
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MODULE 5:

BOTTOM OF FUNNEL In this lesson we’re going to talk about why it’s so
important to have Message Match between your Ad
PRO TIPS FOR MESSAGE MATCH
(REMARKETING) and the Landing Page that you’re driving traffic to.
• Make your landing page headline "answer" your
ad's big promise
LESSON: WHY IS THIS IMPORTANT? • Make sure the product image shown in the ad links
MESSAGE MATCH • Congruence. You want to create a cohesive
to that exact product page

(BETWEEN AD & LANDING PAGE) customer journey that carries them smoothly • Think logically: Does this flow make sense when
through your funnel, and make it easy on them people click from ad to page?

• If you have a negative experience that doesn’t make • Avoid mixing up your products/services that you’re
sense for your consumer, or a high bounce rate talking about between the two experiences. For
(the person clicked away from your page right after example, if your ad shows a single grey hoodie,
landing), Facebook will begin to dock your score don’t lead them to a page that shows “all apparel.”
and negatively view your user experience. They wanted the grey hoodie!

• This leads to things like disapproved ads and higher

costs.

ACTION ITEM
□ Using the Ad-to-Page Congruence Worksheet,
make sure your messages match
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MODULE 5:

BOTTOM OF FUNNEL AD-TO-PAGE CONGRUENCE

(REMARKETING) WORKSHEET
Draft up your ad messaging or angle in the left column,
and your landing page headline / product name in the
LESSON:
right column. Make sure they match up!
MESSAGE MATCH
(BETWEEN AD & LANDING PAGE)
AD MESSAGE/ANGLE LANDING PAGE HEADLINE
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MODULE 5:

BOTTOM OF FUNNEL This is a fun one. Up until this point we’ve mainly been
talking about “direct response ads” – designed and
DIRECT RESPONSE AD TIPS
(REMARKETING) optimized to elicit a specific action (purchase). • Follows up the branding ad
• Specific to a product/sale event
But what do “branding ads” look like on Facebook? • Hooks your attention
When should you use them? • Upfront about the offer
LESSON:
What are the differences in the creative? • Clear call to action
BRANDING ADS VS. How do they help your brand? • Inject scarcity / urgency

DIRECT RESPONSE ADS I go through all this and more, in this lesson.
WHEN TO USE BRANDING ADS
• You’re launching a new product
BRANDING AD CHEAT SHEET • You’re launching into a new market /
Branding Ad Tips geography / city
• You’re launching in a new language
□ Tell the brand story / mission / your “why” • You want to get cheaper clicks
• You want a lower cost per engagement on
□ Share origin / backstory of the company a specific video asset
• You want to build new audiences to carry
□ Show BTS of building the team, culture, etc. through your funnel

□ Acknowledge the competitive landscape + why

you're different

□ Speak to your community / tribe, in their own words

ACTION ITEM
□ Plant a "flag in the ground" / take a stance □ Using the cheat sheet as a guide, draft up
your own Branding Ad and Direct Response
□ Long-term thinking / share your vision for the future Ad

□ Differentiate your brand / what sets you apart?

□ Showcase your unique value proposition (UVP)

□ Carve a "moat" that your competitors can’t touch

□ Convey elevated authenticity

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MODULE 5:

BOTTOM OF FUNNEL In this video I’m going to share with you my favorite tools
to create high-converting ad creative on a bootstrapped
(REMARKETING) budget. This will help you run ads yourself without having
to hire a designer, animator or agency.

LESSON:
THE AGENCY REPLACER TOOLKIT AD CREATIVE TOOLS

Canva / https://www.canva.com/

VSCO / https://vsco.co/

Animoto / https://animoto.com/

Biteable / https://biteable.com/

Envato Elements / https://elements.envato.com/

MonkeyLearn / https://monkeylearn.com/

Pixlr / https://pixlr.com/

Snappa / https://snappa.com/

ACTION ITEMS
□ Test out the recommended tools

□ Start making ad creative!

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MODULE 6:

TROUBLESHOOTING COMMON Welcome to the Troubleshooting module! • The “M.G.D. Method” for troubleshooting
and decision-making — a.k.a. How to
PROBLEMS TO AVOID COSTLY THIS MODULE WILL ANSWER “Make Good Decisions!” This correlations-
based decision-making framework will
MISTAKES IMPORTANT QUESTIONS LIKE: keep you always in control of your ad
spend, and teach you how NOT to light
• Where do you even look when something goes money on fire.
LESSON: wrong? (and something always goes wrong
with Facebook) • The 7 Deadly Sins of Disapproved Ads,
MODULE INTRO: and how to prevent Facebook from
• Is it a traffic problem, or a conversion disapproving your ads for these reasons.
TROUBLESHOOTING problem?
• Page-Level Troubleshooting (a.k.a.
• Why are my Ads getting disapproved by “When something goes wrong but it’s
Facebook? not necessarily the Ad’s fault”). This will
save you a ton of time hunting around and
• Is it the Ad itself, or my Website, or my racking your brain to figure out why the ad
Facebook Page? didn’t work.

• How To Create “Major Moments” of your

We’ll dig into how to figure out where to look, what to fix, own to run ads against, instead of trying to
and how to fix it. compete with holidays and crazy times on
Facebook when costs get blown out.
By the end of this module, you should have the
confidence and troubleshooting framework to dive in • Who To Listen To? And why you should
and solve any problem that hits you — so you can avoid run Ads yourself in-house before hiring or
costly mistakes and always stay on top of your ad spend, engaging an outside party.
generating consistent profits.
I’m NOT going to walk through every single problem
that could arise on Facebook, because there are
THROUGHOUT THIS MODULE WE’LL hundreds :) But by the end, you will definitely have
WALK THROUGH: a FRAMEWORK on how to THINK.

• 6 Common Ad Account Problems that are

costing you money (specific to media buying), And of course, if you ever run into any trouble that
and how to fix them. isn’t covered here, please always feel free to give us
a shout in the Community Support Group. The Foundr
team and I are here to help! We’ve got your back.
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MODULE 6:

TROUBLESHOOTING COMMON In this lesson we’re going to identify the 6 most common
media buying problems that are probably costing you
PROBLEMS TO AVOID COSTLY money on Facebook. Then we’ll analyze why it’s broken,
and I’ll show how to fix it quickly.
MISTAKES
PROBLEM #1 PROBLEM #5
LESSON: Over Spending of an Ad Set within your CBO Campaign I don’t know where to start my ad budget.

THE 6 MOST COMMON ROADBLOCKS Solution: Maximum cap on the Ad Set. Solution: Optimize back from your AOV. Ad Sets x
Ads in each Ad Set x overall AOV to gardner a guide
AND HOW TO FIX THEM on overall campaign budget.
PROBLEM #2
Under Spending of an Ad Set within your CBO Campaign
PROBLEM #6
Solution: Place a minimum spend on the Ad Set. How do I increase my ad spend limit
on my ad account.

PROBLEM #3
Cost Cap / Bid Cap / Target Cost Campaigns Won’t Solutions:
Spend Pay off the credit owed
Wait 3 days
Solution: Increase Ad Set cap less than $5.00 / duplicate Claim your business / verify your business
existing Ad Set at higher cap.

PROBLEM #4
I uploaded an exported list from Shopify / lead capture ACTION ITEMS
tool - Facebook hasn’t matched more than 1,000 - What
do I do? □ Jump into the Community Support Group and
share your wins and how you were able to
troubleshoot any of these problems.
Solution: Delete out all out except for the emails.
□ If you’re running into an issue that isn’t covered
here, drop that question in the group as well —
the Foundr community and team is here to help!
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MODULE 6:

TROUBLESHOOTING COMMON Now that you have some data coming in, let’s walk
through on-screen the 3 different dashboards to look at
2. Platform Performance Dashboard

PROBLEMS TO AVOID COSTLY when troubleshooting, so you can analyze your Creative, ____________________________________________________
Platform, and Funnel position and make better decisions ____________________________________________________
MISTAKES at the Ad, Ad Set, and Campaign levels. ____________________________________________________
____________________________________________________
____________________________________________________
3 MAIN DASHBOARDS ____________________________________________________
LESSON:
____________________________________________________
DIFFERENT DASHBOARDS TO LOOK • Creative Performance ____________________________________________________
• Platform Performance ____________________________________________________
AT WHEN TROUBLESHOOTING • Funnel Performance ____________________________________________________

3. Funnel Performance Dashboard

WHY IS THIS IMPORTANT?

When something breaks (as it often does with ____________________________________________________

Facebook), how do you know what to fix if you don’t ____________________________________________________
know what the problem is? Is it your landing page? Your ____________________________________________________
ad? Your offer? ____________________________________________________
____________________________________________________
____________________________________________________
You need to know where to look, so you don’t waste ____________________________________________________
valuable time figuring out what’s broken – and you ____________________________________________________
can make fast and effective decisions to improve your ____________________________________________________
performance. ____________________________________________________

NOTES

1. Creative Performance Dashboard

ACTION ITEM
□ Start building out your dashboards
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
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MODULE 6:

TROUBLESHOOTING COMMON “The difference between a successful and unsuccessful STEPS TO THE MGD METHOD
Facebook marketer is their confidence to make decisions
PROBLEMS TO AVOID COSTLY and to take advantage of what the data is giving you.” 1. First, make your own copy of the MGD
Correlations Template (Google Sheets) by
MISTAKES In this lesson we’re going to talk about one of the most clicking File > Make a copy. This document is
powerful strategies I use every week for dozens of linked below the video lesson.
brands, and that’s “The MGD Method”, or how to Make 2. Go to your Facebook Ad Account
LESSON: Good Decisions! 3. Look at Prospecting specifically, then navigate
I used to call this “Educated Correlations-Based Decision- down to the Ad Level (there is larger set of data
“THE MGD METHOD” (MAKE GOOD Making,” but that’s a mouthful :) to pull from at the Ad Level than at the Campaign
When you leverage this lesson and the template we’ve Level)
DECISIONS) - A.K.A. CORRELATIONS provided, you can effectively make better decisions on 4. Sort by “Amount Spent”
TEMPLATE the fly, stay in complete control of your ad spend even 5. Select a “Filter” > “Delivery” > “Ad Delivery” >
when scaling, and never light money on fire again. “Active”
6. Export your Ads data into a CSV file (using the
Custom Dashboard criteria mentioned in the
ULTIMATELY, THE MGD METHOD WILL lesson — in our case, we set up this dashboard
EMPOWER YOU TO: criteria in advance, and labeled it “Correlation
• Cut the Ad if it’s not working Pull”, so we can easily select it with 1 click)
• Apply more budget to an Ad that’s working 7. Open your exported CSV file, and highlight /
• Eliminate guesswork in your Ad Account copy everything EXCEPT for “Reporting Starts”
and “Reporting Ends” (ignoring the first 2
Please Note: Before the MGD Method can be applied, columns)
there needs to be at least 1-2 weeks of spend in your 8. Navigate to your MGD Correlations Template
account. spreadsheet
9. Paste the copied data into your MGD
Correlations Template spreadsheet (you’ll notice
WHY THE MGD METHOD some new values populating dynamically)
• More consistent profits 10. Add in your ROAS Target in the green field (refer
• More precise decisions (daily) back to your pre-work from Module 1)
• Stay in control of your ad spend 11. Now, the sheet will automatically calculate the
following success metric benchmarks that you
can use in your daily decision making for when
to make your cuts, or apply more budget:
• CPATC (Cost Per Add To Cart)
• CPIC (Cost Per Initiate Checkout)
• CPA (Cost Per Acquisition / Cost Per Action)
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NOTES:

ACTION ITEMS
□ Make a copy of the MGD Method /
Correlations Template spreadsheet

□ Follow the steps in the demonstration to

set up your MGD sheet

□ Schedule time each day to check your

ad performance against the benchmarks
in this sheet, so you can Make Good
Decisions!
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TROUBLESHOOTING COMMON THERE ARE MANY REASONS WHY SOLUTIONS:

• Remove the "timeframe" in your copy when
PROBLEMS TO AVOID COSTLY ONE OF YOUR ADS MIGHT BE highlighting customer results

MISTAKES DISAPPROVED BY FACEBOOK. • Keep it more general / “3rd person” about the
story, and less like a promise
I won’t go through ALL of them, as there are dozens • Don't set misleading expectations
of possible causes. But here are the 7 most common • Avoid copy like "Here's how YOU can make $X in
LESSON: “deadly sins” of disapproved ads, and some tips for how Y time" and keep it focused on the story you're
to fix them and make sure your ads go through. highlighting e.g. "See how So-and-So achieved X
THE 7 DEADLY SINS OF Result using this course/product/service"

DISAPPROVED ADS
CHEAT SHEET: NOTES
_____________________________________________________
THE “7 DEADLY SINS _____________________________________________________
_____________________________________________________
OF DISAPPROVED _____________________________________________________

ADS”
_____________________________________________________

SIN #2
SIN #1 YOU ADVERTISED SOMETHING
UNREALISTIC MONETARY CLAIMS PROHIBITED, RESTRICTED OR
OR “GET RICH QUICK” PROMISES REGULATED
EXAMPLE: Foundr has had this happen for one of their
course ads, because the headline was based EXAMPLE: CBD product https://www.thelueur.com/
on a student success story (the student made $30,000+ collections/frontpage
in revenue since taking the course in a matter of
months). SOLUTIONS:
This was an authentic success story and genuine social • Remove mentions of the regulated substance
proof, and Foundr has 100+ more ads like this that had from the landing page that you're driving traffic to
no problem. But Facebook still disapproved the ad, • Be careful with advertising these products in
because the copy alluded to the fact that you would general
“Learn How YOU Can Make $X,000 in Y Time.” They
considered it a misleading monetary claim that NOTES
we couldn’t guarantee. _____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
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TROUBLESHOOTING COMMON SIN #3 SIN #5

PROBLEMS TO AVOID COSTLY OBJECTIONABLE OR “ADULT” NOT COMPLYING WITH
CONTENT FACEBOOK’S “COMMUNITY
MISTAKES
EXAMPLE: nudity in swimwear or lingerie brand? STANDARDS”
https://fb.me/1PbBwims1qknK8l - approved • Sometimes, Facebook can be a bit vague about
LESSON: https://fb.me/1UISaPoH8UjC2RF - no approved why they disapproved your Ad.
• Facebook’s “Community Standards” cover things
THE 7 DEADLY SINS OF SOLUTIONS: like:
• Show less skin and test different images • Integrity & Authenticity
DISAPPROVED ADS • Make it more tasteful • Objectionable Content
• Safety of Users
NOTES • Violence or Criminal Behavior
________________________________________________________ • Respecting Intellectual Property
________________________________________________________ • Content-Related Requests
________________________________________________________
________________________________________________________ SOLUTION: Study Facebook’s Community Standards
________________________________________________________ and consider these guidelines when you’re making
your Ads.

SIN #4 NOTES
SILLY MISTAKES: TYPOS, EMOJI _____________________________________________________
_____________________________________________________
OVERKILL, RUNNING ADS TO DEAD _____________________________________________________
PAGES _____________________________________________________
_____________________________________________________
EXAMPLE: Ad with emojis and bold letters

SOLUTIONS:
• Check your typos
• Use tools like Grammarly
• Don't overuse emojis in your ad copy
• Fix your 404s and never drive traffic to dead pages

NOTES
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
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TROUBLESHOOTING COMMON SIN #6 ACTION ITEMS

PROBLEMS TO AVOID COSTLY TARGETING PERSONAL ATTRIBUTES □ Read through Facebook’s Ad Policies and Help
EXAMPLE: Gleamin Ad Account Center
MISTAKES ad can’t assert anything about ethnicity, religion etc.
□ Download the “7 Deadly Sins of Disapproved
SOLUTIONS: Ads” Cheat Sheet
LESSON: • Avoid assertions about personal attributes in your ad
copy
THE 7 DEADLY SINS OF • Double check Facebook's guidelines
• Tap their Support team for clarification
DISAPPROVED ADS
NOTES
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________

SIN #7
MESSAGE MISMATCH FROM AD TO
LANDING PAGE
What happens when it’s not the ad itself? E.g. Landing
page problems, message mismatch, incorrect URL.

SOLUTIONS:
• Make sure your congruence makes sense
• Check that your ad copy "promise" lines up with your
landing page "answer"

NOTES
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
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MODULE 6:

TROUBLESHOOTING COMMON Sometimes there are issues that aren’t even a Facebook SCENARIO #2:
Ads problem, but they become a Facebook Ads problem,
PROBLEMS TO AVOID COSTLY and have a negative impact on your budget. Monitoring Comments - Hiding the Negativity
vs. Responding to It
MISTAKES In this lesson, I’m going to show you how to identify
these issues that may not even be something related to Your Page followers might be engaging with you
your Ad Account, but it still affects your ability in a negative way, which can also impact your Page
LESSON: to advertise effectively. Score in Facebook’s eyes. There are always going
to be trolls out there, and some people just want
PAGE-LEVEL TROUBLESHOOTING - Here are some issues on your Page to look out for… to complain on social. But here are two ways you can
moderate this so that Facebook doesn’t punish you
A.K.A. WHAT IF IT'S NOT THE AD'S for the sentiment in your Page Comments.
FAULT? SCENARIO #1:
Lack of Fresh Content = Bad Page Score Things that might be happening:
• The product itself is bad and the customers
Facebook can tell when your Page isn’t up to snuff, and reviewed it poorly
this can negatively affect your Ads, even though the Ads • People are complaining about your customer
themselves had nothing to do with it. service, shipping/delivery speed, or other
negative keywords like “terrible,” “bad,” “doesn’t
Things that might be happening: work” etc.
• There isn’t enough “fresh content” on your Facebook • There are trolls on your Page who are bringing
Page down your Page sentiment and score
• Your Page Score goes down (below 2) due to a bad
user experience or product reviews Solutions:
• Then you get hit with a higher CPM because you’re in • Set profanity level filter to “Strong.”
the “penalty zone.” This means you’re going to have • Under “Page Moderation,” upload a list of negative
to spend more to reach the same people, regardless keywords you’ve seen in your Ad Comments,
of how good your Ads and Targeting are. which you want to avoid:
• Shit, cheap, late, lie, false, do not use, do not buy,
Solution: Post SOMETHING every day on your Page. does not work, doesn’t work, terrible, bad, wrong,
racist, delivery, delivered (add more for people to
swipe)
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TROUBLESHOOTING COMMON SCENARIO #3: ACTION ITEMS

PROBLEMS TO AVOID COSTLY How to Differentiate When You Have Multiple □ Check your Page Score
Competitors in your Space
MISTAKES □ Follow these steps to improve your page score
Solution: and get more positive sentiment
• Under “Messaging”, select “Show a greeting” - create
LESSON: an automated message with a bonus offer, or slight
discount if they like / follow your Page.
WHEN MAJOR MOMENTS & • Bonus: This will also help continue to grow your
Audience.
EVENTS HAPPEN: HOW TO RUN ADS • Phrase the greeting in a way that seeds positive
TOWARDS THEM? sentiment, shows gratitude, and welcomes people
into your community, which will help inspire a happier
page experience, and set your brand apart from the
pack.

EXAMPLE MESSENGER GREETING:

Hi [Name], welcome to the [Brand]

community! Thanks for getting in touch
with us on Messenger. Please send us
any questions you may have.
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MODULE 6:

TROUBLESHOOTING COMMON In this lesson, I’m going to share with you some case
studies from real life, in which these brands created
doesn’t compete with an actual holiday? If you were
to turn your company’s birthday/anniversary into an
PROBLEMS TO AVOID COSTLY their own “event” rather than trying to compete with event, how would you make it exciting for people to
an expensive, existing event. As you know, holidays be part of?
MISTAKES and major moments in the world can often lead to
competition and blown-out costs. ____________________________________________________
____________________________________________________
LESSON: ____________________________________________________
____________________________________________________
PAGE-LEVEL TROUBLESHOOTING - WHY IS THIS IMPORTANT? ____________________________________________________
Facebook is always gonna throw crazy curveballs at you
A.K.A. WHAT IF IT'S NOT THE AD'S
FAULT?
-- from algorithm changes to rule changes that increase
your costs. On top of that, big events happen in the world
POSH PEANUT LIMITED
(holidays, elections, etc.), and this also affects your EDITION DROPS
media buy.
BRAND: Posh Peanut
Throughout this course we’ve talked a lot about
fundamental ways of thinking, and approaching every WHAT WENT WRONG: Repeat customers were not
challenge -- so that you’re still going to be able to get on coming back to buy.
base and not strike out.
WHAT THEY DID: Invented a recurring reason to buy
Here are 3 situations in which brands created their own with a new limited edition colorway product every
“major moments” to run ads against, and came out on top. month. This created a feeling of exclusivity with new,
upcoming drops.
LUCA+DANNI ANNIVERSARY APPLY IT: How can you create exclusivity or scarcity
SALE with your product release? Even better, how can you
do this on a recurring monthly basis?
BRAND: Luca + Danni
____________________________________________________
WHAT WENT WRONG: Major holidays were expensive ____________________________________________________
and competitive to run ads. ____________________________________________________
____________________________________________________
WHAT THEY DID: Created their own holiday — an ____________________________________________________
anniversary sale that turned their own birthday into a
special occasion to buy.

APPLY IT: How can you create your own “holiday” that
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TROUBLESHOOTING COMMON MY OBVI INFLUENCER LED ACTION ITEMS

PROBLEMS TO AVOID COSTLY LIMITED DROP WITH PAGE □ Revisit your Margins Sheet

MISTAKES ACCESS □ Crunch the numbers when running ads at a 10%

or 20% discount event
BRAND: My Obvi
LESSON:
WHAT WENT WRONG: The last flavor drop fell flat.
PAGE-LEVEL TROUBLESHOOTING -
WHAT THEY DID: Leveraged a relevant influencer to
A.K.A. WHAT IF IT'S NOT THE AD'S promote an exclusive “limited drop” with a coupon
FAULT? code and unique landing page, which generated tons of
comments, engagement, and purchases.

APPLY IT: How can you leverage influencer social proof,

and a unique landing page + coupon code to turn your
launch into a major moment? What coupon discount %
can you comfortably (and profitably) offer through an
influencer?

_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
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MODULE 6:

TROUBLESHOOTING COMMON In this lesson, let’s talk about conflicting advice, and who you
should listen to when it comes to running Facebook Ads.
I’m also going to answer the question, “Should you hire for
this, or do this yourself?”
PROBLEMS TO AVOID COSTLY There are a lot of Gurus, Agencies, and even Facebook So if you still want more information or guidance after the
themselves giving you all different pointers. Who knows work and effort you put in during this course, you have a
MISTAKES it best? Everyone is saying something different, and it’s all few options. Here are the pros and cons of each.
costing you money and time.

LESSON: PROS CONS

THE ROADMAP: WHO TO LISTEN TO? 1. Agency* or They can do it all for you. Most likely not going to teach you what and why they are doing
Consultant along the way.
They have scalable systems and processes so There are costs associated with agencies, which often rival that of
you can take your hands off the wheel. investing in an in-house person.

2. Guru or Expert They are teaching / talking about the latest Most likely not proven across a wide variety of industries.
hack and trick that could spark innovation or Limited practical experience. They likely haven’t spent millions of
experimentation. dollars across multiple brands – what they’ve done has only worked
once, for their brand.
May be up-to-date with Facebook’s recent Limited to only a short term win vs. long term success and
changes. scalability.
This is why we are focusing on our decision-making framework
rooted in data, rather than a one-off hack to make quick money!

3. Facebook Rep They are well-versed in Facebook’s basic tools They are not well-versed in practical or situational scenarios - they
and processes. haven’t been there themselves as a founder.
They are sales reps and have a biased agenda.
Being part of Facebook’s organization, they are Have you ever tried to cancel your TV subscription? Or change cell
up-to-date on the latest changes. phone providers? This is the same. Often times, they are reading
from a script and have objectives to push certain Facebook
products.

4. Do It Yourself TYou learn first-hand and get to understand the Time.

(DIY) detailed “ins and outs” of your business.
You can create your own in-house system to You have to learn it all and potentially take your focus away from
impart on your team, or hire for this role in the other parts of the business.
future.
100% control over your spend.
You’ll have this knowledge forever, of how to
THINK and make better decisions, vs. having
somebody do it for you
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MODULE 7:

HOW TO THRIVE IN THE NEW WELCOME TO THE UPDATE! A LOT HAS CHANGED SINCE THIS COURSE WAS
FACEBOOK ORIGINALLY PUBLISHED IN 2019…BUT A LOT HAS STAYED THE SAME AS
WELL. AND JUST AS FACEBOOK HAS CHANGED SINCE THIS COURSE WAS ORI-
GINALLY LAUNCHED, FOUNDR HAS CHANGED AS WELL!
LESSON:
INTRODUCTION TO FACEBOOK Foundr now has a membership platform called foundr+ – your place for access to all of our courses (and course updates
ADS 2.0 such as this one), weekly live events, and an exclusive community.

This course update will be led by Nick Shackelford, but this time he’ll be joined by two fellow Facebook marketers:
Phoenix Ha and Jordan Menard.

Please make sure you’ve taken the earlier modules before starting this module, or the content covered here
will not be helpful. This content is meant to support the earlier modules – not replace them.
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MODULE 7:

HOW TO THRIVE IN THE NEW

MEET YOUR INSTRUCTOR
PHOENIX HA
FACEBOOK

LESSON:
INTRODUCING PHOENIX HA CEO OF AD BEACON, A 1ST PARTY DATA TOOL FOR FACEBOOK MARKETERS
She’s a professor of Digital Marketing in California,
and has been a marketer for the past six years.
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MODULE 7:

HOW TO THRIVE IN THE NEW WE CALL IT THE AD-POCOLYPSE! BEFORE WE GIVE YOU SOLUTIONS, LET’S
FACEBOOK FIRST UNDERSTAND THE PROBLEM.

THE TWO MAJOR CHANGES WITH FACEBOOK MARKETING WITH THE IOS
LESSON:
UPDATES WERE:
WHAT REALLY CHANGED WITH
• Delayed and/or missing data
FACEBOOK ADS? • Attribution windows got shorter

These two changes led to the #1 problem most marketers face: they scale the wrong ads, because the data they’re using
is missing or incomplete.

Delayed and/or missing data

If you have multiple products that you’re marketing online, that are being sold from the same landing page, how are you
supposed to know what’s going on? Having a three-day delay in data reporting means it’s hard to optimize in real time.

Attribution windows
Definition: Who gets credit for a purchase within a given amount of time?
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MODULE 7:

HOW TO THRIVE IN THE NEW LET’S GO OVER SOME STRATEGIES FOR NAVIGATING ADVERTISING
FACEBOOK ON FACEBOOK.
Put simply, the way to overcome the challenges of the iOS updates is first-party data. Remember the data you get from
Facebook and other platforms is third party data. Data that’s been filtered through a third party such as Facebook, and
LESSON:
which is flawed because of privacy concerns.
RECLAIM THE POWER OF 1ST Because first-party data is delivered in real-time, it eliminates the problem of delayed data – suddenly you’re getting real
PARTY DATA time data again, so that you can understand much more quickly what’s working and what isn’t (and what to scale and
what not to scale).

With attribution, we know immediately what was clicked that led to a conversion – we get immediate attribution to our
ads.

First-party data will help you overcome the two big obstacles in Facebook: delayed data, and attribution. This means you
can scale the right ads again.

Remember, there are a multitude of first-party data tools available for marketers to use: it’s your responsibility to test
them and make sure you’re paying for what you need and nothing more. A lot of tools are designed for large marketing
agencies with massive budgets, so finding the right tool can be more of an art than a science.
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HOW TO THRIVE IN THE NEW THE FOLLOWING NINE STRATEGIES ARE GROUPED UNDER THREE OVERARCHING
FACEBOOK STRATEGIES:

GOAL #1: DRIVE TRAFFIC

LESSON:
GOAL #2: INCREASE CONVERSION
INTRODUCTION TO THE NINE GOAL #3: MAXIMIZE LIFETIME VALUE
FACEBOOK ADVERTISING
STRATEGIES So if you’re ready to drive traffic, increase conversion rates, and maximize the lifetime value of your customers, let’s dive
right in!
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HOW TO THRIVE IN THE NEW STRATEGY 1: LIVE SHOPPING EVENTS

FACEBOOK

LESSON:
STRATEGY PILLAR #1: DRIVE
TRAFFIC

You’re going to run live shopping events, but then you’re going to create the ad from the recording of the event. This
second part is key – we’re not just doing a live event and then moving on, we’re remixing and reusing the content from
that event to build an ad.

PRO TIP
We also get to retarget the people who attended the live event but didn't purchase.
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HOW TO THRIVE IN THE NEW STRATEGY 2: WEEKLY DEALS

FACEBOOK

LESSON:
STRATEGY PILLAR #1: DRIVE
TRAFFIC
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MODULE 7:

HOW TO THRIVE IN THE NEW STRATEGY 3: HOLIDEALS

FACEBOOK

LESSON:
STRATEGY PILLAR #1: DRIVE
TRAFFIC

PRO TIP
When you’re building these deals, always ask yourself: “is it worth their time to come to my site to buy?
Does this feel exclusive enough of a deal?”
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HOW TO THRIVE IN THE NEW STRATEGY 4: GIFT GUIDE CATALOGS

FACEBOOK

LESSON:
STRATEGY PILLAR #2:
INCREASE CONVERSION

PRO TIP
Create gift catalogs with three price thresholds. For example, Phoenix recommends thresholds of
under-$150, under-$100, and under-$75.

Interestingly, Phoenix has found that the under-$150 threshold often converts much more strongly than
the under-$75 threshold. But be sure to test different thresholds yourself to see what works best.
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HOW TO THRIVE IN THE NEW STRATEGY 5: INCENTIVIZE HIGHER AOV

FACEBOOK

LESSON:
STRATEGY PILLAR #2:
INCREASE CONVERSION

Incentivizing shoppers works! But make sure you’re incentivizing them with stuff they actually want.

Bundle deals can also lead to much higher AOVs. If your customer thinks they can get a much better deal buying
a bundle, and they’re going to get free shipping and a free gift to go along with it, they often will!
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HOW TO THRIVE IN THE NEW STRATEGY 6: GIFT CARDS

FACEBOOK
Gift cards are a valuable tool for marketers for three
big reasons:
LESSON:
• They’re perfect for last-minute shoppers who
STRATEGY PILLAR #2: have missed the shipping window for big
holidays like Christmas;
INCREASE CONVERSION • They remove the paralysis of choice; and
• They lead to multiple purchases.
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HOW TO THRIVE IN THE NEW STRATEGY 7: NEWSLETTER AND SMS

FACEBOOK
We’ve all seen the signups everywhere, and that’s because they work! Newsletter signups and SMS extend the life of each
customer and lead to higher brand awareness and loyalty.
LESSON:
STRATEGY PILLAR #3:
MAXIMIZE LIFETIME VALUE
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HOW TO THRIVE IN THE NEW STRATEGY 8: LOYALTY PROGRAMS

FACEBOOK
The points approach. The exclusivity approach.

LESSON:
STRATEGY PILLAR #3:
MAXIMIZE LIFETIME VALUE
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MODULE 7:

HOW TO THRIVE IN THE NEW STRATEGY 9: UPSELLS

FACEBOOK

LESSON:
STRATEGY PILLAR #3:
MAXIMIZE LIFETIME VALUE
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MODULE 8:

CREATIVE AND TACTICS IN THESE TWO LESSONS, NICK WILL OUTLINE A STRATEGY THAT’S FLOWN
UNDER THE RADAR IN FACEBOOK – LEVERAGING INFLUENCERS TO BUILD
AUDIENCES AND INCREASE THE REACH OF YOUR MARKETING.
LESSON:
NICK SHACK’S WHITELIST
INFLUENCERS STRATEGY
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CREATIVE AND TACTICS

MEET YOUR INSTRUCTOR
LESSON:
INTRODUCING JORDAN MENARD JORDAN
MENARD
THE CEO OF MOTIFF DIGITAL AND LONGFORM DIGITAL,
BOTH DIGITAL MARKETING AGENCIES.
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MODULE 8:

CREATIVE AND TACTICS THE FUNCTION OF CREATIVE IN DIGITAL MARKETING IS TO SUBTLY PERSUA-
DE SOMEONE WHO HAS NEVER HEARD OF YOUR PRODUCT OR SERVICE TO
BECOME A CUSTOMER.
LESSON:
CREATIVE OVERVIEW The hierarchy of influence is an important concept to keep in mind for marketers.

Not everyone agrees, but Jordan believes that at the very top of the hierarchy of influence is your product or service –
this is what can cause people to ultimately fall in love with your brand, not the other way around.

Pro-Tip: If you use the same tactic and approach in all of your marketing, your audience will grow tired of it and start
to tune you out.

AD INSPIRATION:
• Apple’s 1984 commercial
• Budweiser’s Wassup commercial
• Old Spice’s The Man Your Man Could Smell Like
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CREATIVE AND TACTICS WHEN WE START TO BRAINSTORM OUR CREATIVE, WE NEED TO KEEP IN
MIND LIFEFORCE 8 – THE EIGHT (WELL ACTUALLY NINE) PRIMARY NEEDS
OF ALL HUMAN BEINGS:
LESSON:
CREATIVE OVERVIEW
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CREATIVE AND TACTICS GOOD STATIC ADS ARE:

• Clean
• Simple
LESSON: • Convey 1 strong message
• Create a sense of urgency
STATIC ADS
The biggest issue that digital marketers face with static ads is having too many messages in your ad.
KEEP IT SIMPLE AND FOCUSED.

HERE’S A FEW STATIC ADS FOR INSPIRATION:

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MODULE 8:

CREATIVE AND TACTICS WITH THE RISE OF TIKTOK, CONSUMERS NO LONGER TRUST
OVERPRODUCED CREATIVE. YOU HAVE TO MAKE YOUR NARRATIVE
LESSON:
ADS FEEL ORGANIC. REMEMBER THAT:
NARRATIVE ADS
“Nobody reads ads. People read what interests them, and sometimes, that’s an ad.”
Howard Luck Gossage

THIS IS JORDAN’S 3-PART STRUCTURE FOR NARRATIVE ADS:

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MODULE 8:

CREATIVE AND TACTICS The following lessons will help you build a campaign stack: four different kinds of campaigns you
can run when you’re ready.

Creative testing is exactly what it sounds like: within a single concept, coming up with different
LESSON: creative variations of the same ad and testing to see what resonates the most with your audience.

CREATIVE TESTING Remember, we’re only testing one variable at a time. It can be tempting to want to test a lot of
different pieces of the ad to try and find a winner – but stay disciplined and keep your variations
from ad to ad focused, so that when an ad does work, you’ll know why.
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MODULE 8:

CREATIVE AND TACTICS Pitchfork campaigns are a CBO campaign. CBO = campaign budget optimization. The campaign is based on
pulling organic content on a Facebook post or ad into a new ad – keeping all the original comments, likes, and
reactions, with it! This gives your new ad instant credibility: people see the original engagement, and the ad can
feel much more authentic.
LESSON:
PITCHFORK
PRO-TIP:
Pitchfork campaigns are ideally a mix of both static and narrative ads.

Your assignment is to take your top-4 performing ads from the Creative Testing campaign and import them into
your Pitchfork ad set.

FOR THESE ADS, YOU’RE GOING TO CREATE THREE AD SETS WITH THREE
DIFFERENT AUDIENCES:
• Broad
• Lookalike (Jordan likes up to 5%)
• Interests: for this you’ll type in some interests that align with your product in the “detailed targeting” search
box.
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CREATIVE AND TACTICS THERE’S A LOT OF MISUNDERSTANDING WHEN IT COMES TO

MANUAL BIDS. REMEMBER, MANUAL BIDS ARE NOT ABOUT GETTING
LESSON:
THE ABSOLUTE LOWEST CPA. MANUAL BIDDING IS ABOUT GETTING A
HIGH AMOUNT OF SPEND AT YOUR TARGET COST PER PURCHASE.
MANUAL BIDDING
THIS CAMPAIGN IS DESIGNED FOR SCALE – WE’RE GOING BROAD.
Manual bidding is all about being honest about what you can afford to spend – this isn’t about looking
for bargain deals. Thus, we’re going to set our target bid at 90-100% of our target CPA or CAC (customer
acquisition cost).
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MODULE 8:

CREATIVE AND TACTICS This last campaign of your stack is also Facebook’s
newest: Advantage Shopping+ (ASC).
The most important principle of this campaign
stack to remember is that even though one
campaign may be converting more than another,
ASC doesn’t have dynamic creative testing like the there are spillover effects. Meaning, perhaps your
LESSON: other ad types. Instead, for ASC campaigns we’re customer first saw a static ad in your creative
going to pull in all of our best performing ads. That’s testing campaign, but didn’t actually convert until
ADVANTAGE SHOPPING+ why ASC is #4 in your stack – you’re going to use it saw another ad in your advantage shopping+
the previous three campaigns to really understand campaign. This doesn’t mean that your creative
what’s resonating with your audience. testing campaign is a waste of money! It means
we’re going after a blended CAC, there cross-
The nice thing about ASC campaigns, however, is pollination happening among your various ads that
that you don’t need large budgets. Starting at $100- is difficult to quantify.
150 should be fine.
Remember that your ad account is an ecosystem –
For most cases, Jordan likes to do 1-day click for it works together, and changing or removing one ad
attribution. However, if your product has a high can have ripple effects on your brand.
purchase order value, 7-day click may be more
appropriate, because customers will often think
longer about this kind of high-end purchase.
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