Comment “Black Friday” and I’ll send you the offer.

Key Concepts

Pixel Setup: Implementing Facebook Pixel for tracking website actions.
Facebook Policy: Understanding and adhering to Facebook’s advertising guidelines.
Ad Formats: Different types of advertisements available on Facebook (images, videos, carousels, etc.).
Facebook Algorithm: The system Facebook uses to determine which ads to show to users.
Ad Structures: The organization and layering of campaigns, ad sets, and ads.
Custom Audiences: Targeting specific groups of people based on their data.
Frankenstein Ads: Combining successful elements from different ads to create new, high-performing ads.
Facebook Rip Current: A concept describing fluctuations in ad performance due to algorithm changes.
AB Testing: Comparing different versions of an ad to see which performs better.
Adjust: A mobile measurement partner (MMP) used for tracking app install attribution and marketing ROI.

Foundations & Policy

The course begins with foundational elements, specifically focusing on the correct setup of the Facebook Pixel. This is crucial for tracking conversions and website actions, enabling accurate data analysis. Equally important is a thorough understanding of Facebook’s advertising policy. Violating these policies can lead to ad disapproval or account suspension, hindering campaign success.

Creative Assets & Inspiration

A significant portion of the course is dedicated to creative development. The instructor provides access to a library of high-performing ad examples, categorized by industry and objective. This includes a variety of ad formats – images, videos, carousels – to inspire and guide students. Furthermore, the course features “foreplay boards” – curated collections of ads observed “in the wild” that demonstrate effective creative strategies. This section emphasizes the importance of compelling visuals and messaging.

Launch Strategy & Algorithm Understanding

The course delves into Facebook’s advertising algorithm, explaining how it functions and how to structure ads for optimal performance. This includes detailed explanations of campaign, ad set, and ad structures, and the rationale behind each layer. Understanding these structures is presented as vital for maximizing reach and efficiency.

Analysis, Audience Building & Reporting

The course covers comprehensive analysis techniques, including audience breakdowns and the creation of custom reports. Students learn how to build custom audiences based on website visitors, customer lists, and other data sources, enabling highly targeted advertising. A key technique highlighted is “Frankenstein ads,” which involves dissecting successful ads and combining their best elements to create new, potentially even more effective ads.

Advanced Media Buying Tactics

The advanced section focuses on sophisticated strategies like setting up custom rules to automate ad management. The instructor introduces the concept of the “Facebook rip current,” describing unpredictable shifts in ad performance caused by algorithm updates. The course also addresses integrating organic social media strategy with paid advertising, and a detailed methodology for adjusting budgets based on performance. The use of Adjust, a mobile measurement partner, is mentioned for tracking app install attribution and return on investment (ROI).

Masterclass & Course Feedback

The course culminates in a two-part, hour-long media buying masterclass, described as a comprehensive critique of current media buying practices. The course has been available since June and has received positive feedback from students.

Pricing & Availability

Currently, the course is offered at a discounted price of $800 off as part of a Black Friday sale. The instructor indicates this is likely the lowest price point available throughout the year.

Logical Connections

The course is structured logically, progressing from foundational setup and policy understanding to creative development, launch strategy, analysis, and finally, advanced tactics. Each section builds upon the previous one, providing a comprehensive and progressive learning experience. The masterclass serves as a capstone, synthesizing the knowledge gained throughout the course.