Lesson 1: Forget the technology

Learn why you should base your strategy on your dream customer, not the technology. We’ll examine the journey your dream customer goes on, from never having heard of you, to deciding to purchase from you.

We’ll be looking at:

• How to create content that appeals to your dream customer and serves your business goals
• How to guide your dream customer from discovering you to buying from you

Lesson 2: How to create the right content

I’ll show you why you need to have ads that reflect each step of your dream customer’s journey, and how to determine which content your dream customer is ready for at each stage of their journey.

We’ll cover

• The three levels every campaign must have
• The one thing often missing from ads that renders them useless 

Lesson 3: How to set your budget

Deciding how much to spend on ads can be difficult for a small business. Here, I’ll share with you how to decide what you’re going to spend and how to allocate your budget to run effective ads.

You’ll learn

• How to spend as little as possible and build as you succeed
• The simple tool I use that makes tracking a budget so much easier

Lesson 4: How to measure your success

How do you keep from getting overwhelmed by all the numbers and data Facebook throws at you? It comes down to picking your own meaningful measure of success and sticking to it. You’ll learn how in this lesson.

We’ll talk about:

• How to define your Key Performance Indicators
• What you must do to collect measurable and meaningful data

Lesson 5: How to structure a successful campaign in Facebook

This is where we get into the technical side of things, and we map your dream customer’s journey onto your Facebook campaign. You’ll learn how to structure your campaigns so you target the right people at the right time.

You’ll learn

• How to map the customer’s journey onto measurable objectives
• How to structure your campaigns to take full advantage of the available data

Lesson 6: How to refine over time for the best results

In the final lesson, you’ll learn how to keep an eye on your campaigns and refine them as you go along to make sure you’re getting consistent results you can build upon.

You’ll learn the importance of

• Monthly tracking for seeing what’s working
• Ongoing experimentation to increase your rate of success over time

Will this work for my business?

We’re all adults here, so I’m going to give it to you straight. There are too many variables for me to guarantee this will work for your business. But I will say this: if you are making sporadic online sales right now, I can’t think of any reason this strategy wouldn’t help you to make more consistent, reliable sales—IF you put in the work, follow the philosophy, and create the right content.

Am I going to have to do a lot of work to implement this strategy for my business?

In all honesty, that depends on where you are at in your business right now. You might be able to use existing content to create your ads, or you might have to create content that is suitable for a campaign like this. There’s definitely work involved, there’s no way around that, but it will be worth it.

Can’t I just learn this online for free on blogs and YouTube?

Yes, I’d say you absolutely can. But it took me years to learn enough to simplify the process down to what I’m teaching you here. I read everything I could, from every source I could, and I found the patterns and the common elements that were working for me consistently, then I turned those into the strategy I’m sharing with you.

So you can do what I did and spend a long time learning and refining, or you can leapfrog on my experience!

Is this the best system for running Facebook ads?

There are probably an infinite number of ways to run Facebook Ads, and none of them is “the best way”. But this is a really good way to get started with a defined strategy that you can build on. And I’ve found it consistently works because it’s based on sound, ethical principles of marketing.