Contents
Welcome and Start Here! 5 mins

Module One: Facebook and Instagram Ads 101
Facebook and Instagram Ads 101 16 mins
Cheat Sheet: Stages of Awareness 259 KB
How to Map a Lead Generation Funnel 10 mins
How to Map a Webinar Funnel 6 mins
How to Map a Challenge or Video Series Funnel 5 mins
How to Map an Ecommerce Funnel 6 mins
How to Map a Funnel from Scratch 5 mins

Module Two: Anatomy of Facebook and Instagram Ads
Anatomy of Facebook and Instagram ads 10 mins
An Over the Shoulder Walk-Through of Ad Types 11 mins
Resource: Facebook Ad Unit Guide

Module Three: Gathering your Messages
Gathering your Messages 8 mins
Ninja Technique: Facebook Group Message Mining 14 mins
Ninja Technique: How to Mine Amazon Reviews 8 mins
Ninja Technique: How to Mine Twitter for Messages 5 mins
Ninja Technique: Facebook Ad Competitor Research 7 mins
Cheat Sheet: Voice of Customer Research Questions 721 KB

Module Four: Mapping your Messages
Mapping your Messages 8 mins

Module Five: Writing High-Converting Messages
Writing High-Converting Ad Copy 9 mins
Value Proposition Rehab 10 mins
Long Copy vs Short Copy 3 mins
When You're Ready to Write - Do This First 2 mins
Step One- Reference your Funnel Map and Pick a Place to Start 4 mins
Step Two- Write Down your Value Prop Variations 3 mins
Step Three - Write your Headline Variations 15 mins
Step Four - Write your Body Copy 37 mins
Resource: Facebook Ad Copy Example
Ad Copy Worksheet 58 KB
Cheat Sheet: Value Proposition Checklist 197 KB
Resource: Emojipedia for Facebook Friendly Emoji's
Resource: Facebook Bullet Point Emojis

Module Six: Images and Videos
Images and Videos 25 mins
Resource: Creative Hub Gallery
Resource: Creative Hub Ad Formats
Resource: Facebook Text Checker
Cheat Sheet: Do's and Dont's 121 KB
Anatomy of a One-Minute Video 211 KB
Livestream script: Educational/ Value-Add Content 151 KB
Livestream script: Relationship-Building 121 KB
Livestream script: Case Study 136 KB
Livestream script: Sales 93.7 KB
Resource: Copyright Free Images from Pexels.com
Resource: Copyright Free Images from Unsplash.com

Module Seven: Landing Pages that Convert
Landing Pages that Convert 9 mins
Cheat Sheet: Anatomy of a High-Converting Landing Page 279 KB

Module Eight: Testing and How to Know if your Ads are "Working"
Testing and How to Know if your Ads are "Working" 16 mins
How to Troubleshoot a Campaign 13 mins
Cheat Sheet: Rules of Thumb for Effective Testing 148 KB
Cheat Sheet: Key Metrics and what they Mean 170 KB
Cheat Sheet: Key Metrics and what they Mean Continued. 96.8 KB

Module Nine: Red Flags
How to Spot and Avoid Red Flag Situations 3 mins
Cheat Sheet: Red Flags to Avoid 198 KB
End of Module Quiz

Bonus: Facebook Ad Compliance
How to Write Facebook Ad Compliant Copy in Difficult Verticals 17 mins
Resource: Facebook Ad Policies
Quick-Start Videos
Step One- Reference your Funnel Map and Pick a Place to Start 4 mins
Step Two- Write Down your Value Prop Variations 3 mins
Step Three- Write your Headline Variations 15 mins
Step Four - Write your Body Copy 37 mins