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Advanced Facebook Ads Course - Accelerating ROI
Welcome
Introduction & How To Go Through This Course (1:50)
Why I Built This Course (13:41)
Course Curriculum (3:04)
Workbook & Campaign Templates
Download: PDF Playbook & Workbook
Download: Advanced Campaign Templates
Section 1: Reversing Saturation & Unlocking Growth
What is Audience Saturation? (10:16)
Tutorial: Using The Inspect Tool (12:43)
Causes of Saturation & How to Audit (16:48)
Action Plan & Unlocking Growth (29:54)
Region Expansion & Campaign Structures (12:08)
Section 2: Purchase Data Segmentation
Purchase Data Segmentation Intro (3:23)
Segmentation Matrix (9:06)
Advanced Prospecting Campaign Structures (10:41)
Section 3: Retention & Loyalty Structures
Intro to Retention Strategy (7:32)
Dedicated Retention Structures + V1 Campaign (12:31)
Email Marketing Sequence (4:49)
Advanced Retention & Loyalty Structures (V2 + V3) (17:05)
Section 4: Retargeting - ROAS Optimizations
Retargeting Optimizations, Frequency, Lookback Windows (22:13)
Supporting Tactics + Cross-Channel Principles (14:53)
The iOS 14 Retargeting Gap (13:20)
Advanced Retargeting Campaign Structures (19:55)
Section 5: Conversion Funnel Diagnostic
Conversion Funnelling Tactic Overview (15:21)
Tutorial: Custom Metrics in Ads Manager (14:15)
The Conversion Funnel Diagnostic Tool (12:09)
Path-to-Purchase Optimization Tactics (24:50)
Section 6: Advanced Creative Structures & Competitive Evaluation
Creative Variation Strategy (20:54)
Case Study, Execution, Examples (19:51)
Competitive Evaluation Methods (14:39)
Section 7: Creative Optimization & My Copywriting Formula
Converting Features Into Benefits (8:55)
My Copywriting Formula (11:49)
Creative Optimization Checklist (15:59)
Section 8: iOS 14 & Future Tracking Updates
Intro + Scoping the Impact of iOS 14.5 (18:46)
The Consequences of iOS 14.5 (15:48)
Future Updates: The "Death of the Cookie" (8:53)
Comprehensive Action Plan (21:55)
Retargeting, Front-Loading PII Collection (12:08)
Offline Events & UTM Parameters (19:04)
Tutorial: FB's Dynamic UTM Builder (5:08)
Measurement Mapping & CAPI (13:00)
Colleague Perspectives & Key Takeaways (9:23)
Section 9: Conversions API (CAPI)
What is CAPI? How It Works & Key Benefits (18:05)
Tutorial: Setting up CAPI with Shopify (3:05)
Integration Options + Best Practices (25:02)
Section 10: Overcome Scale Risk With Cost Capping
Combatting Scaling Risks & Inefficiencies (12:13)
Should You Use Cost Capping? (5:59)
My Strategy For How to Roll Out Cost Capping (9:08)
Minimum ROAS Capping (Value-Based) (8:27)
Parallel Structors, Proxy Capping, and Key Takeaways (9:10)
Brand + DR Strategy
The Impact of Branding on DR (7:12)
Performance Branding (4:50)
The 4 V's: Vision, Voice, Values, Visuals (18:53)
Ad Optimum's Research & Key Takeaways (3:10)
Conclusion
Congratulations on Completion of the Course (1:08)
Path-to-Purchase Optimization Tactics
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