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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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