80/20 Author Ads Masterclass

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News: November 2020

New content:

November 2020 Update & Tip/Ad of the Month
Facebook: Revised Videos (# of them TBD, depends on how many are significantly impacted by the slight UI changes)

Course Materials

Excel Multitool v1.7 (XLS)
Amazon Ads Profit Estimator v0.9 (XLS)
Profit & Audience Tracking Sheet v.1.4 (XLS)
Ad Copy and Headline Formulas v1.2 (PDF)
Best Practices and Ad Processes v1.5 (PDF)
Swipe File v1.2 (PDF)

Design Resources

Stock Photos

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

Graphic Design Tools

Course Content

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Monthly Updates & Tips/Ads of the Month 12 Parts

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2019 Platform Updates

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)

General Principles & Fundamentals

Profitability & Tracking 16 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: The Full Tracking Process (Wide)

13: The Full Tracking Process (KU)

14: The Full Tracking Process (Launches / Promos)

Bonus: Excel Marketing Multitool (and Explainer Video)

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)

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

Ad Strategies 4 Parts

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1: 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)

Facebook

Facebook: Core Skills 15 Parts

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Overview

1: Step-by-Step Ad Creation

2: 15m Facebook Ads

3: General Ad Account Health

4: CBO vs. Ad Set Budgeting

5: Dashboard Overview

6: Dashboard Setup

7: Effective Creative

8: Tracking Effective Creative

9: Testing Ads and Audiences (Traffic)

10: Tracking Sales and Page Reads (Conversion and Profitability)

11: Analysis Overview

12: Analysis (Creative Reporting)

13: Instagram Ads

14: Scaling

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 Testing 2 Parts

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1: Testing Covers (Walkthrough)

2: Testing Blurbs (Walkthrough)

Facebook: Advanced Scaling 3 Parts

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1: Horizontal

2: Same & Cross Series

3: Cross Platform & Semi-Evergreen Scaling

Facebook Admin 2 Parts

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Admin 1: Setting Up & Installing Your Pixel

Admin 2: Business Manager Overview (Multiple Ad Accounts/Pixels)

Facebook: Ninja Tricks 6 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: Changing Copy on An Ad w/o Resetting Social Proof

Ninja Trick #5: Secondary Facebook Pages

Ninja Trick #6: Turbocharging Your Author Page Likes

BookBub

BookBub Ads 15 Parts

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1: Step-by-Step BookBub Ad Setup

2: BookBub Dashboard Overview

3: Effective Creative

4: BookBub Testing

5: BookBub Testing (Case Study/Walkthrough)

6: Tracking Your BookBub Audience Results

7: Tracking Your BookBub Ad Results

8: BookBub Scaling

9: BookBub Scaling (Walkthrough)

10: Three Ninja Tricks

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

12: Ninja Trick #5 - Aggregate Small Audiences Together

13: Ninja Trick #6 - Target Other Amazon Regions

14: Ninja Trick #7 - Target Non-Amazon Retailers

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

Amazon

Amazon Ads 15 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: Bidding

7: Effective Amazon Creative

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

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

14: Scaling

15: 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

Facebook: Managing a Real Launch Campaign (Over the Shoulder) 15 Parts

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Day 1: Ad Setup and Strategy

Day 2: Scaling and Testing More Audiences

Days 3 & 4: Audience Adjustments & Aggregation

Day 5: UK Ads, Lookalikes, and Scaling

Day 6: Tweaking Mistakes

Day 7: Testing w/o Tanking Conversion

Day 8: Scaling to Instagram / AU/CA

Day 9: More Audience Testing and Further Scaling

Day 10: Killing Bad Campaigns

Day 11: Scaling for the Big Push and Finding Creative Inspiration from BookBub

Day 12: Scaling for the Big Push

Day 13: The Big Push and Tapering Down After

Day 14: Fighting Rising CPCs

Day 15: Preparing a Stop Loss

Days 16 & 17: The Final Cut

Facebook: Backlist Testing, Conversion, and Scaling (Over The Shoulder) 4 Parts

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1: Testing Ads and Audiences (Walkthrough)

2: Aggregating Audiences (Walkthrough)

3: Testing Conversion (Walkthrough)

4: Scaling (Walkthrough)

6-Figure Strategy Replays

6-Figure Strategy 4 Parts

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1: 80/20 Ads and the Two Key Levers (April 5)

2: Secrets of Great Creative (and Improving It Fast) and Hypertesting Your Launch to Supercharge Your Branding & New Books Through Data (April 12)

3: Launch and Promo Ads (April 19)

4: Semi-Evergreen Ads (April 26)

80/20 Author Ads Masterclass

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