80/20 Author Ads Masterclass

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News: May 2020

New content:

May 2020 Update & Tip/Ad of the Month
Coming Soon: Facebook Over the Shoulder Conversion Testing

Course Materials

Excel Multitool v1.5 (XLS)
Ad Copy and Headline Formulas v1.2 (PDF)
Best Practices and Ad Checklist v1.4 (PDF)
Swipe File v1.2 (PDF)

Course Content

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Monthly Updates & Tips/Ads of the Month 7 Parts

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2019 Platform Updates

80/20 Quick Start 9 Parts

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Course Overview

1: Principles

2: Profitability

3: Strategy Fundamentals

4: Author Comps

5: Facebook (Step-by-Step Walkthrough)

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

7: Amazon Quick Start

8: Amazon Ad Setup (Step-by-Step Walkthrough)

General Principles & Fundamentals

Profitability Calculations 9 Parts

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1: Profitability Quick Start

2: Basic Profitability

3: Net Profit v. ROI

4: Cash Flow Management

5: Traffic & Conversion

6: RPS & CPS

7: Putting Everything Together

8: Step-by-Step Profitability & Metric Spreadsheet Tracking

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

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

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: Small Numbers, Big Changes (Iteration)

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)

Facebook

Facebook: Core Skills 12 Parts

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Overview

1: Step-by-Step Ad Creation

2: General Ad Account Health

3: CBO vs. Ad Set Budgeting

4: Dashboard Overview

5: Dashboard Setup

6: Effective Creative

7: Tracking Effective Creative

8: Testing Ads and Audiences (Traffic)

9: Tracking Sales and Page Reads (Conversion)

10: Analysis Overview

11: 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

Facebook Over the Shoulder Walkthroughs

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)

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

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 5 Parts

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1: Amazon Quick Start

2: Step-by-Step Amazon Ad Setup

3: Amazon Dashboard Overview

4: Effective Amazon Creative

5: The Process

Case Study: Putting It All Together

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

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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