Workbook - Facebook Ads Course - Foundr v3 Interactive
Workbook - Facebook Ads Course - Foundr v3 Interactive
Workbook - Facebook Ads Course - Foundr v3 Interactive
WORKBOOK
WITH NICK SHACKELFORD
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.
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.
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
HOW TO RUN
your own business
3. A fundamental framework for decision-making
and scaling
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!
ACTION ITEMS
□ Go through the Facebook Myth Busting
Checklist
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.
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.
• 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.
ACTION ITEMS
□ Using the exercise here and the calculator
provided, figure out your Profit Margin.
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.
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.
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
RESOURCES
• Create a Facebook Pixel in Business
Manager (FB Documentation)
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)
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
• 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
NOTES:
ACTION ITEMS
□ Download the Funnel Diagram.
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.
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.
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.
1. On the right side of the first tab, this is where you can organize your Audiences, Angles and Budgets
for each Campaign.
2. For (Monthly Budget) paste in the values from the left side of the sheet, under “Monthly.”
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):
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!
NOTES:
ACTION ITEMS
□ Download the Media Planning Template
and make a copy for yourself (save to your
Google Drive)
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:
NAMING CONVENTIONS
MODULE 2:
EXAMPLES
FINDING YOUR TARGET MARKET
& BUYERS (TOP OF FUNNEL
PROSPECTING)
LESSON:
NAMING CONVENTIONS
ACTION ITEMS
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.
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
• Broad Targeting
• Exclusions
MODULE 2:
AUDIENCES (PROSPECTING)
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.
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)
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.
4 TYPES OF TESTS:
• Manual Testing
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
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
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
NOTES:
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!
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.
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
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
• 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)
NOTES:
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.
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
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
NOTES:
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?
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)
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
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?
(REMARKETING)
NOTES:
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.
NOTES:
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!
________________________________________________________
________________________________________________________
________________________________________________________
NOTES:
MODULE 5:
AD CREATIVE THAT CONVERTS Welcome to what is arguably the
most fun module of them all! Your
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
AD NAME
ANGLE/IDEA
HOOK
PROBLEM
SOLUTION
SOCIAL PROOF /
VALIDATION
BENEFITS /
BIG PROMISE
RESPONSE TO OBJECTIONS
CTA
AD NAME
ANGLE/IDEA
HOOK
PROBLEM
SOLUTION
SOCIAL PROOF /
VALIDATION
BENEFITS /
BIG PROMISE
RESPONSE TO OBJECTIONS
CTA
NOTES:
MODULE 5:
AD CREATIVE THAT CONVERTS In this lesson, we’re going to talk about your Ad Copy,
which is specific text that lives native to Facebook
(we’re not talking about any text that’s overlaid
on an image or video).
AD COPY FRAMEWORK
MODULE 5:
AD CREATIVE THAT CONVERTS BEGIN WITH THE REVIEWS HOW TO USE NEGATIVE REVIEWS
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
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.
NOTES:
ACTION ITEMS
□ Create your own content planning document
using the template provided
(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!
ACTION ITEM
□ Using the Ad-to-Page Congruence Worksheet,
make sure your messages match
MODULE 5:
AD CREATIVE THAT CONVERTS AD-TO-PAGE CONGRUENCE
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
NOTES:
MODULE 5:
AD CREATIVE THAT CONVERTS This is a fun one. Up until this point we’ve mainly been DIRECT RESPONSE AD TIPS
talking about “direct response ads” – designed and
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
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/
MonkeyLearn / https://monkeylearn.com/
Pixlr / https://pixlr.com/
Snappa / https://snappa.com/
ACTION ITEMS
□ Test out the recommended tools
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.
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!
NOTES:
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 ____________________________________________________
NOTES
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)
NOTES:
ACTION ITEMS
□ Make a copy of the MGD Method /
Correlations Template spreadsheet
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. _____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
_____________________________________________________
MODULE 6:
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
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
MODULE 6:
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
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
NOTES:
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)
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
MODULE 6:
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
NOTES:
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.
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.
TROUBLESHOOTING COMMON
PROBLEMS TO AVOID COSTLY
CONGRATULATIONS
MISTAKES ON COMPLETING THE COURSE!
Wow, we’ve come a long way. On behalf of the Foundr team and Nick Shackelford, we want to sincerely thank you
LESSON: for all the time and energy you’ve invested into taking this course. You’re going to crush it with your Facebook Ads!
• Get feedback – The Foundr community is here to support you in your journey. Use the private support
group to ask questions, share wins, and get unstuck.
Facebook changes things often, but the tried-and-true framework I’ve shared in this course will stand the test of time.
For the little platform nuances that may change along the way, we will stay on our toes and help each other troubleshoot.
Hopefully by this point, you are now armed with the confidence you need to make better decisions, create your own
scalable system for running Facebook Ads based on my templates, and ultimately, be able to get this running consistently
so you can focus on other areas of your business!
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.
NOTES: