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Contents
Welcome and Start Here!
- Your Workbook <— Download Me!
Module One: Facebook and Instagram Ads 101
- Facebook and Instagram Ads 101
- Cheat Sheet: Stages of Awareness
- How to Map a Lead Generation Funnel
- How to Map a Webinar Funnel
- How to Map a Challenge or Video Series Funnel
- How to Map an Ecommerce Funnel
- How to Map a Funnel from Scratch
- End of Module Quiz
Module Two: Anatomy of Facebook and Instagram Ads
- Anatomy of Facebook and Instagram ads
- An Over the Shoulder Walk-Through of Ad Types
- Resource: Facebook Ad Unit Guide
- End of Module Quiz
Module Three: Gathering your Messages
- Gathering your Messages
- Ninja Technique: Facebook Group Message Mining
- Ninja Technique: How to Mine Amazon Reviews
- Ninja Technique: How to Mine Twitter for Messages
- Ninja Technique: Facebook Ad Competitor Research
- Cheat Sheet: Voice of Customer Research Questions
- End of Module Quiz
Module Four: Mapping your Messages
- Mapping your Messages
- End of Module Quiz
Module Five: Writing High-Converting Messages
- Writing High-Converting Ad Copy
- Value Proposition Rehab
- Long Copy vs Short Copy
- When You’re Ready to Write – Do This First
- Step One- Reference your Funnel Map and Pick a Place to Start
- Step Two- Write Down your Value Prop Variations
- Step Three – Write your Headline Variations
- Step Four – Write your Body Copy
- Resource: Facebook Ad Copy Example
- Ad Copy Worksheet
- Cheat Sheet: Value Proposition Checklist
- Resource: Emojipedia for Facebook Friendly Emoji’s
- Resource: Facebook Bullet Point Emojis
- End of Module Quiz
Module Six: Images and Videos
- Images and Videos
- Resource: Creative Hub Gallery
- Resource: Creative Hub Ad Formats
- Resource: Facebook Text Checker
- Cheat Sheet: Do’s and Dont’s
- Anatomy of a One-Minute Video
- Livestream Script: Educational/ Value-Add Content
- Livestream Script: Relationship-Building
- Livestream Script: Case Study
- Livestream Script: Sales
- Resource: Copyright Free Images from Pexels.com
- Resource: Copyright Free Images from Unsplash.com
- End of Module Quiz
Module Seven: Landing Pages that Convert
- Landing Pages that Convert
- Cheat Sheet: Anatomy of a High-Converting Landing Page
- End of Module Quiz
Module Eight: Testing and How to Know if your Ads are “Working”
- Testing and How to Know if your Ads are “Working”
- How to Troubleshoot a Campaign
- Cheat Sheet: Rules of Thumb for Effective Testing
- Cheat Sheet: Key Metrics and what they Mean
- Cheat Sheet: Key Metrics and what they Mean Continued…
- End of Module Quiz
Module Nine: Red Flags
- How to Spot and Avoid Red Flag Situations
- Cheat Sheet: Red Flags to Avoid
- End of Module Quiz
- Bonus: Facebook Ad Compliance
- How to Write Facebook Ad Compliant Copy in Difficult Verticals
Resource: Facebook Ad Policies
Quick-Start Videos
- Step One- Reference your Funnel Map and Pick a Place to Start
- Step Two- Write Down your Value Prop Variations
- Step Three- Write your Headline Variations
- Step Four – Write your Body Copy
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