80/20 Author Ads Masterclass

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Welcome to 80/20 Author Ads!

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News: June 2021

New content:

June 2021 Update
The Rebuild: June 2021
Best Practices v3
Amazon Ads: The Process

Course Materials

Excel Multitool v1.7 (XLS)
Amazon Ads Profit Estimator v1 (XLS)
Profit & Audience Tracking Sheet v1.4 (XLS)
Ad Copy and Headline Formulas v1.2 (PDF)
Best Practices and Ad Processes v3 (PDF)
Swipe File v2 (PDF)

Design Resources

Stock Photos

Neo-Stock
Depositphotos
Covervault (Photoshop mockup templates for eBooks and 3D paperbacks)

Graphic Design Tools

BookBrush
Canva
Remove.bg (remove backgrounds from stock models automatically)

Course Content

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80/20 Quick Start 18 Parts

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Course Overview & Implementation System

1: Principles

2: The Two Lever Ads Strategy

3: Strategy Fundamentals

4: Profitability Fundamentals

5: Tracking Profitability Setup (Step-by-Step Walkthrough)

6: The Excel Multitool (Step-by-Step Walkthrough)

7: The Art of Book Marketing Alchemy

8: The Impact of Alchemy (Small Numbers, Big Changes)

9: Finding Author Comps (Audiences)

10: Targeting

11: Fundamentals of Effective Creative

12: The Ultimate 15m Ad Copy Exercise

13: Facebook (Step-by-Step Walkthrough)

14: 15m Facebook Ads

15: Amazon Ads Setup (Step-by-Step Walkthrough)

16: 15m Amazon Ads

17: BookBub Ads (Step-by-Step Walkthrough)

Monthly Updates & Tips/Ads of the Month 9 Parts

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2019 Platform Updates

2020 Platform Updates

General Principles & Fundamentals

Profitability & Tracking 17 Parts

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Revision Log

1: Profitability Fundamentals

2: Step-by-Step Profitability Tracking (+Spreadsheet)

3: Net Profit v. ROI

4: Cash Flow Management

9: Relative & Baseline Tracking

10: RPS, RPB & CPS

11: The Problem with Sellthrough & RPS

12: Target Breakeven CPC

13: The Full Tracking Process (Wide)

14: The Full Tracking Process (KU)

15: The Full Tracking Process (Launches / Promos)

Bonus: Excel Marketing Multitool (and Explainer Video)

Author Comps (Building a List of Targets) 2 Parts

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1: How to Find Author Comps (+Demo)

2: Organizing & Tracking Your Author Comps

Effective Ad Creative (Copy, Headlines, & Images) 6 Parts

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1: Fundamentals of Effective Ad Creative

2: Effective Ad Images

3: Effective Headlines & Copy

4: Assembling a Swipe File

5: Creative Research

6: 15m Ad Copy (Practice)

Ad Strategies 4 Parts

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1: Strategy Fundamentals

2: Running Ads to Full Price Books

3: Kindle Countdown Deals

4: 99¢ Kindle Unlimited Box Set

ALCHEMY (TESTING & OPTIMIZATION)

Testing & Optimization 7 Parts

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1: Testing 101

2: A/B Testing

3: Multivariate Testing

4: General Optimization Tweaks

5: How to Run Your Own Optimization Tests

6: Tracking Your Optimization Tests

7: The Impact of Alchemy (Small Numbers, Big Changes)

Advanced Testing Walkthroughs (Covers, Blurbs, Taglines) 4 Parts

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1: Step-by-Step Cover Testing (Facebook)

2: Step-by-Step Blurb Testing (Facebook)

3: Step-by-Step Tagline Testing (Facebook)

4: Price Testing

Facebook

Facebook: Core Skills 16 Parts

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Overview

1: Step-by-Step Ad Creation (Walkthrough)

2: Testing Ads and Audiences (Traffic)

3: Tracking Ad Sales and Page Reads (Conversion and Profitability)

4: Step-by-Step Testing Process (Walkthrough)

5: 15m Facebook Ads

6: General Ad Account Health

7: CBO vs. Ad Set Budgeting

8: Dashboard Overview

9: Dashboard Setup (Walkthrough)

10: Effective Creative

11: Tracking Effective Creative

12: Analysis (+Walkthrough)

13: Instagram Ads

14: Scaling

15: Scaling (Walkthrough)

Facebook: Advanced Testing 2 Parts

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1: Dynamic Creative Step-By-Step Setup

2: Dynamic Creative Step-by-Step Analysis & Testing

Facebook: Advanced Targeting 6 Parts

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1: Targeting Using Audience Insights

2: Aggregating Ineffective Audiences Together

3: Narrowing and Excluding Audiences

4: Creating & Retargeting Custom Audiences

5: Sharing Custom Audiences with Other Authors

6: Creating & Targeting Lookalike Audiences

Facebook: Advanced Scaling 3 Parts

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1: Horizontal

2: Same & Cross Series

3: Cross Platform & Semi-Evergreen Scaling

Facebook: Launching 1 Part

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Launching from $100 to $5k+

Facebook: Ninja Tricks 5 Parts

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Ninja Trick #1: Find Ads Other People Are Running

Ninja Trick #2: Aggregating Social Proof on a Single Ad

Ninja Trick #3: Turbocharging Social Proof to Your Ads

Ninja Trick #4: Secondary Facebook Pages

Ninja Trick #5: Turbocharging Your Author Page Likes

BookBub

BookBub Ads: Core Skills 10 Parts

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1: Step-by-Step BookBub Ad Setup

2: BookBub Dashboard Overview

3: Effective Creative

4: BookBub Testing

5: Testing with the CTR Breakdown Feature

6: BookBub Testing (Case Study/Walkthrough)

8: Tracking Your BookBub Ad Results

7: Tracking Your BookBub Audience Results

9: BookBub Scaling

10: BookBub Scaling (Walkthrough)

BookBub Ads: Ninja Tricks 7 Parts

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Three Ninja Tricks

Ninja Trick #4: Target Authors Who Run A Lot of BB Ads

Ninja Trick #5: Aggregate Small Audiences Together

Ninja Trick #6: Target Other Amazon Regions

Ninja Trick #7: Target Non-Amazon Retailers

Ninja Trick #8: Narrowing a Comp List by a Different Genre

Ninja Trick #9: Targeting Large Audiences in Other Regions and on Other Retailers

Amazon

Amazon Ads: Core Skills 18 Parts

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1: Step-by-Step Amazon Ad Setup

2: 15m Amazon Ads

3: Amazon Dashboard Overview

4: Ad Groups & Campaign Structure

5: Key Metrics

6: Making ACOS More Useful

7: Analyzing Ad and Search Term Profitability with RPS, RPB, and RPC

8: Choosing Cutoff Points

9: Bidding

10: Effective Amazon Creative

11: Research, Sales & Conversion Campaigns

16: Sponsored Brand Ads

17: Conversion Campaigns

18: Negative Targeting

Amazon Ads: Analyzing, Refining, and Scaling 7 Parts

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1: Why Are My Ads Not Serving? (Troubleshooting)

2: Why Are My Ads Not Profitable? (Troubleshooting)

3: Search Term Reports

4: Search Term Impression Reports

5: Ad Spend Reports

6: Scaling

7: Amazon Ads Profit Estimator Tool (Excel Sheet + Explainer Video)

Amazon: The Process 1 Part

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The Process (Putting it All Together)

Over the Shoulder Walkthroughs

Launch: Over the Shoulder (How I Create a Strategy and Manage All Three Platforms) 17 Parts

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Day 1: Strategy

Day 2: Facebook Scaling

Days 3 & 4: Facebook Audience Tweaks

Day 5: Amazon Ads

Day 6: Analysis and Minor Adjustments

Day 7: Facebook and Amazon Tweaks

Day 8: New Facebook Regions / Instagram / BookBub Ads Start

Day 9: Testing Frustration, Mindset, and Adjusting on the Fly

Day 10: BookBub Pivot and Positioning Facebook for the Big Push

Day 11: BookBub Breakthrough, Facebook Ramp Up, and Preparing to Hit Hard

Day 12: Starting the Big Push

Day 13: The Big Push

Day 14: Tapering Down

Day 15: Preparing a Mini Push

Days 16 & 17: Cutting FB, Evaluating BB for Future Campaigns

Days 17, 18 & 19: The Final Wind Down

30 Day Recap & Analysis

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80/20 Author Ads Masterclass

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