Facebook Ads Expert Mastery Course 1.0

In this module, we take a look at the campaign objectives that are considered the old way but 99% of people still use them which is "Chaos" and then we look at the new way we will use campaign objectives which is "Clarity" for successful Facebook ads. We also break down in detail the 4-phases so you can understand the system in full and then we get started on implementation for phase one and that is what this module is about.

Here's what we cover:

• Understanding the 4-phase system in detail

• Getting started with the implementation of phase one

• Pixel conversion tracking

• Defining the main campaign objective "chaos vs clarity"

How to setup Facebook pixel event tracking

Facebook Ads conversions objective setup

In this module, we create the audiences that are most optimal for scaling and set up our control audience "open". We also break down in detail the importance of testing multiple audience variations and why it is imperative for success.

Here's what we cover:

• The different audience types that scale and self-optimize best

• Why casting a wider net in phase two is imperative to your success

• The power of automatic placements and the death of edit placements

• The conversion window that's best for optimization

How to create a custom audience and lookalike audience

How to create a control audience and duplicate lookalike audiences

In this module, we cover the interest testing strategy to find out what the best converting audiences will become so we can have audience that are built to scale in the future.

Here's what we cover:

• The number of audiences necessary for testing

• The interest only testing structure

• How to select the best audiences for testing even if you have no data

• Define the average audience size to go after

• Audience naming conventions
  

Audience Architecture Rules:

1. Audience size must be 800k+

2. One audience max - per ad set

3. Audience must be labeled ‘interest’

4. Audience must exclude Purchase 180 day or (exclude 180 days of the final conversion event you selected)

5. Detailed targeting expansion checked

In this module, we uncover how many ad variations are necessary for testing, how we quickly deploy all 5 ad variations into each ad set, and we also break down in detail the importance of testing multiple ad variants and why it is imperative for success.

Here's what we cover:

• The number of ad variants necessary for testing

• Why we need multiple ad variations within each ad set

• How to make sure your ad variants can universally be placed anywhere

• Duplicating ad engagement and stacking social proof to the moon

• Ad naming conventions

How to create a universal Facebook ad and stack social proof with ad engagements.

In this module, we cover the overview of the three different funnels. How to know which funnel is right for you and the components apart of each funnel.

Here's what we cover:

• An overview of the three funnels

• Building the right funnel

• Components of each funnel

• Tools we use to create each funnel

In this module, we cover the eCommerce funnel, how it works, what it is for, and why we use it. We then breakdown in detail the exact math and conversions we need to know in order to be able to tell if your funnel is having success based on the key performance indicators you set with your guiding principles worksheet and results you've input into our eCommerce funnel tracking sheet.

Topics Covered:

• eCommerce funnel — What is it and why we use it

• eCommerce funnel — High level view of high volume funnel and how it works

• eCommerce funnel — High level view of high quality funnel and how it works

• eCommerce funnel — Guiding principles

• eCommerce funnel — Tracking sheet

• eCommerce funnel — Marketing Automation

In this module, we cover the survey funnel. How it works, what it is for, and why we use it. We then breakdown in detail the exact math and conversions we need to know in order to be able to tell if your funnel is having success based on the key performance indicators you set with your guiding principles worksheet and results you've input into our survey funnel tracking sheet.

Here's what we cover:

• Survey funnel — What is it and why we use it

• Survey funnel — High level view of high volume funnel and how it works

• Survey funnel — High level view of high quality funnel and how it works

• Survey funnel — Guiding principles

• Survey funnel — Tracking sheet

• Survey funnel — Marketing automation

In this module, we uncover ways to identify high performing and low performing ad sets and audiences. We really start to clear the path for being able to see, identify, and understand what makes your own ads successful and how you can spot them in an instant. Giving you a huge advantage over your competitors.

Here's what we cover:

• Why prefer high performing ads

• Three ranking factors to achieve high performing ads

• How to identify high/low performing ads

• How to identify high/low performing ad sets

In this module, we identify low performing ads and we really start to understand the protocols we must take prior to cutting any ads. Then we cover the exact rounds of cuts we make to remove low performing ads so we can raise our results average and lower the cost per result on our ads.

Here's what we cover:

• How to identify high/low performing ads

• The protocols we must follow before cutting ads

• The round of cuts we make to remove low performing ads

• Analysis of the winners and losers

In this Module, we cover how we cut low performing audiences using a data-driven decision making process that allows us to set emotions aside and make cuts on audiences that are low performing based on actual true numbers. This will allow us to consistently improve performance month-after-month and scale results without having to scale spend.

This is easily one of the best ways to not only lower your costs but actually scale up your results!

Golden Rule*
Cut audiences that meet all of the following criteria:
1. Cost per result must be higher than the average across all your audiences in the campaign.

2. The best performing ad must have a higher cost per result than the average across all your audiences in the specific audience that you are considering to cut.

If these two things match you may cut the low performing audience.

In this module, we identify how to optimize for higher quality individuals using URL Parameters. We cover the ways in which URL parameters allow us to gather further insights and data on the individuals who purchase.

Here's what we cover:

• URL parameter tracking

• Why URL/UTM parameter tracking

• URL parameter naming conventions

In this module, we uncover the many ways you can horizontally scale, how to expand your audience size, when to use interests targeting vs lookalike targeting and how to rapidly expand your scaling.

Here's what we cover:

• Horizontal scaling methods

• #1 Open audiences

• #2 Interest audiences

• #3 Lookalike audiences

• #4 Retargeting audience

• #5 Targeting additional countries

In this module, we uncover the linear scaling methods, how to rapidly increase your results, how to scale without resetting the learning phase, and how to consistently scale campaigns/ad sets daily without significantly raising the costs per result.

Here's what we cover:

• Linear scaling methods

• #1 Multiply campaign daily spend by 5-10x

• #2 Increase campaign spend once daily by 10-15%

In this module, we uncover the automated scaling methods. We use automated scaling to create a system that self regulates are results. Scaling automatically for us when positive results are present and downscaling when negative results are present

Here's what we cover:

• Automated scaling methods

• #1 Scale ad spend up 10-15% daily (rule)

• #2 Scale ad spend down 10-15% daily (rule