Give me 13 hours... and I'll teach you marketing (Free Course) transcript

Welcome to my free 13-hour e-commerce marketing course. In this video, we are going to cover Facebook ads, Tik Tok ads, Shopify CRO, email and SMS marketing, as well as AI marketing, and even Tik Tok shop. This is an a toz step-by-step training. And if you don't know who I am, my name is Chase Chapel, and over the last 10 years, I've worked with thousands of brands and creators. And by the end of this course, whether you're a beginner or you've already been running Facebook or Tik Tok ads, you'll have the frameworks, the systems, and skills to become an expert.

Now, I haven't released a course in over two years, and some of you probably remember my old Facebook and Tik Tok ads mastery courses that I sold for thousands of dollars, and thousands of people got insane results from them. But I've completely rebuilt and updated everything in this latest curriculum, integrating Andromeda, the latest Tik Tok ad strategies, the algorithm changes, new CRO systems, and strategies that are built for 2026 and beyond.

And here's the thing, from this point forward, I will never sell you another course ever again. I'm giving you everything, every strategy, every framework, every system, 100% for free. There's no offer at the end of this. No upsell, no catch, just a complete blueprint for how to grow and scale a brand using the same systems I've built and refined over the last decade. I don't have a fancy intro. We're just going to jump straight into it, starting with my complete Facebook ads training for 100% free.

Let's get into it. What we'll be covering is the Facebook business manager, how to set up your ad account, the pixel structuring so that way you can track back all of your purchases, how to connect and verify your domain, verification of your business manager, your Facebook page setup, the organization, and the access points so that way you can fully manage everything. And the very first step that you'll need to take is creating your business manager.

To do this, all you need to do is go to business.fas.com facebook.com and you can create your account and you'll simply click create account and you'll log in with your personal Facebook account. This doesn't make your personal info public. It's just your login. So, if you already have a Facebook account, you can use that. Your business manager is just going to be tied to your Facebook account. You don't have to create a new personal one.

You can totally just use the one you have and it will be synced up to a back-end business manager where you can manage everything. Then all you'll need to do is just enter in your business name or company name and then you can use your work email address as an admin account as well. So once you go to business.fas.com, go ahead and create your account. And once you're in there, the very next step we're going to do is you'll see something like this.

And inside your business manager, you likely have no profiles, no ad account, nothing set up. It's pretty bare bones. The very first thing we need to do is go to business settings. We're going to go ahead and add people in here. This is the very first step. So, what we're going to do is ensure that you have your account access in here. And you can either invite yourself from another account or you can invite your co-workers.

You want to at least have two people invited in here. So, you simply add their email. Once you do that, you'll hit next. You'll give them access so that way they can control You want to back up admin so that way if you ever lose access to your account, you can still log in through this other one. And then you'll assign the business assets if you have any. You likely don't. I'll be showing you how to set those up. Then you'll hit next.

And then you'll invite this individual. Once you've done that and added your secondary admin account, you can go ahead and go to pages. And this is where you should have a Facebook business page for where you're going to run ads from. This is where your ad is going to show your business page whenever you're doing this. So to add a Facebook page, you can hit add existing Facebook page and just search up the Facebook page name or URL.

You can quite literally just type in the name of your page and once it pops up, you can select it and hit next. Once you do that, you'll simply hit next and then you'll accept the access and add it in. Now, if you don't have a Facebook page, you can also create a new one or request access to it if there's a different admin on there. Once your page is inside of here, do you have a Facebook page? Like a business page? >> Okay.

Once your page has been added, you can go to ad accounts. You'll hit add and you'll hit create a new ad account. You can then name this ad account ad account one or you can name it your business name. You'll then choose the time zone that you're in. And once you do that, you'll choose the currency type. You'll hit next. And then you can select that it's for your business or if it's for a client's business. Then you'll hit next and agree and create ad account.

The ad account is where all of your ads are going to be located. Once you've done that, you'll need to assign yourself access and add payment info. So you'll select add payment info. You'll fill in all of this information here. And then you'll go ahead and add in your credit card information. And I would recommend adding in at least two payment options. One is a backup because a lot of times if one card doesn't work, Meta will restrict your account.

So it's always good to have a backup and fill in all of this information. Once you've added your card and you hit next and complete, you'll then be directed to this page where you can then assign yourself access. So to do this, you'll just hit assign people. Assign yourself and you'll give yourself full control. So, you have to assign yourself to every asset you create in order to manage it. Once you've done that, you will be added to your ad account.

And as you can see, we can refresh this. And now our ad account has been created. And we can hit open and ads manager. And here we go. Then we can hit accept. And now we have our ad account set up. and we can start creating campaigns. You should have already added your payment method here. The next step is to go back. You can just simply navigate to all tools and there's a few options. You can click the settings to go back to settings.

And this brings you back to where you need to manage everything. Everything that you need access to will be located in here. Now that we have our ad account created, we need to go ahead and connect assets through our pixel. So to set up our pixel, we'll go to data sources, data sets and pixels. This is how you track Facebook ads. This is how you know whether or not you get a purchase, a lead, somebody visiting your website.

You'll simply hit add. You'll name your pixel. And you can name it your company name is what I recommend. I'm just going to put pixel- one. And then you can simply hit create. Once you do that, your pixel will be created and you'll need to install it on your website. Now you want to choose the ad accounts that you're going to connect this data set to. So, we're going to connect it to the ad account we created. So, that way Meta knows that this pixel is going to send data to our ad account for tracking.

And now our data set is created and we can go ahead and exit this out. And we're going to once again assign ourselves access. Manage event data set. And now that we have assigned ourselves access, we can manage our pixel. And then we can check under connected assets to see that our ad account is indeed connected. If yours is not, just hit connect assets and select your ad account and hit add. Once you've done that and it's connected, you can now go into your events manager.

And feel free to pause and rewind if you're not able to follow along as quickly. That's totally okay. Once we're inside of our pixel, all I did was clicked on events manager. And this is where we can set up our pixel for tracking. Now, in order to do this, we're going to click on set up metapixel. And if you're on a website that is manually set up or if you have a partner integration, it's much easier to use this. So, we're going to hit check for partner.

And here's a few options that you can use to set this up. If you have Shopify, you should just select this and follow the steps. It's pretty straightforward. All you do is go to Shopify. You'll install the meta ad sales channel. You'll verify the domain connection and the pixel tracking setup. and then you'll just confirm it and it'll be synced automatically. Now, if you do not have Shopify, you'll just choose whichever partner you have here and follow those steps.

If you do not have any of these as a partner, all you need to do is hit set up your Metapixel and install code manually. And you'll just put this tracking script inside of the header of your website. Now, I'm going to go ahead and assume that you've went ahead and set up your pixel with either a partner or manually installed that. The very next step is we're going to do some advanced tracking setup that most people don't do.

So that way you have an advantage over your competitors. You do this by going to settings. You'll simply scroll down and turn on automatic advanced matching. And what this will do is it'll allow you to reach more people whenever we set up our remarketing campaigns. Because in a post-tracking world where everything is private and privacy is one of the things that Apple and many companies care about, we want to ensure that we can send back the email, phone number, and match back any individual who visits our website and buys so that way Meta knows who to target better.

And as we scroll down here, we can see a few other settings, but really the only thing we need to worry about is making sure this is on and that your pixel then becomes active after 30 minutes of setting up your partner integration. Once you've done this, your data should be coming through within 24 hours and you should be good to go for running ads with this pixel. You have your payment set up and you can start launching ads.

Now, to continue along, some other settings that are house items that you'll need to do. We'll go back to your business settings and you go to Instagram account so that way you can sync your Instagram. And this is important because we want to be able to run ads on both Facebook and Instagram. We'll agree and we'll hit add Instagram account and we'll simply add in our Instagram account by logging in. Now, this won't be your personal Instagram unless that's where you want to run ads from.

This will be your business pages Instagram. So, log into your business page. Once you do that, you'll hit add Instagram account and it will load in something like this. And you can then assign yourself access and all you do is connect assets and assign it to your ad account by clicking add. Now you have both an Instagram account and a Facebook account connected to your ad account. Next up is scrolling down here, we have a few more options.

We'll go under brand safety so that way we can set up your domain. So that way Meta trusts that you in fact do own your domain. The reason this is important is because Meta will deliver you to more individuals and people if you have a domain verified. So that way you can prove that you allowed to run ads to your domain. So, you'll simply type in your domain here. And once you've put in your domain, you'll hit add. And once you add in your domain, it'll say not verified.

And all you need to do is follow these steps. So, there's a few different ways you can do this. The easiest one is typically just adding a meta tag. So, to verify this domain, all you need to do is just copy this meta tag here. You'll copy the full thing. And once you copy this, you'll go to your website and find the head script. You'll paste this at the top and once you've pasted it, you'll publish your page so that way your website goes live.

And after you publish, you'll just hit verify domain and within 72 hours, this will turn to green. It's pretty straightforward. You just find the head script, paste it in, hit verify. Once it is verified, you will then be able to run ads and reach more people. This is not a requirement, but it's highly recommended. Once your domain is added, you can scroll down here and go to security center. And in a world where there's bots, hackers, and lots of individuals who are up to nefarious activities, it's important that we protect our ad account and business manager, Facebook is notorious for being known for having poor support and individuals trying to hack into your accounts to do things that you would not like them to do.

So to protect yourself against some of these things, I always recommend adding two-factor authentication. So you can assign this to your admins or everyone. Once you've set up your authentication in two-factor, you'll be protected there. And as long as you have a backup admin, you'll be fine as well. So, now that you've done your security setup, we'll finally review everything to make sure you are good to go. So, step number one was you'll create the business manager.

You'll assign the roles by assigning yourself access and somebody else. So, that way you can invite your team, employees, or partners using their work emails. And then you'll create your ad account and connect your Facebook and Instagram pages inside your business manager. You'll then add your payment information so that way you can start spending money on ads. And you'll have backup payment methods. You'll verify your business manager.

And then you'll add in security best practices by turning on two-factor authentication. And then you'll make sure your domain is verified by following the steps that we covered in this video. And finally, you'll make sure that you set up your pixel by using the partner integration. So, what did we cover? We covered the Facebook business manager setup, the Facebook ad account, domain verification, pixel setup, admin access, and then settings.

And on the next module, what we'll be covering is the creatives, so that way you know exactly what ads you need to set up before running. I look forward to seeing you in the next module. Hello everyone and welcome to today's module, Facebook ads, ad creatives. What we'll be covering is how to create Facebook ad creative formats that convert. So that way you know what types of ad formats are working best right now with the latest updates.

The Facebook ad copy so you know exactly what to write to be able to get more conversions. The data behind it so that way you can see the transparency and understand what drives high converting ads. how to calculate your break even rorowaz so that way you know if you're profitable or not as well as the spy tools to be able to spy on your competitor's ads and see what's working for them and even a sneaky way to know which creative is working best as well as the creative diversity that you need in the latest updates in a post2026 world with meta ads and this module is very important because we're going over exactly what it is that you need to be able to create in order to launch Facebook ads that convert and one of the first ways that we can do research searches with a free tool called Meta Ads Library.

And it's very straightforward. You just go to facebook.com/ads/ library and then you just select all ads. You can choose the country that you want to look at. And this is a simple way if you know who your competitors are. You can type in their name and see their ad library. You can quite literally see their active ads. Now, the beneficial thing of this is you know exactly what they're running, but this specific tool won't tell you what they've ran in the past and what has worked for them.

It's just a way of seeing exactly how long something has been up. What you can see here is this one's been active for only 20 hours. So, it doesn't give us much context whether or not this is working, but it does allow us to look at how many active ads our competitors are running. And one of the key performance indicators that you need to pay attention to when using this tool is if they're running roughly 100 plus ads, that typically means that their budget is well above $10,000.

Typically, if you see somewhere between 300 to 500 ads, they're typically spending a few hundred grand monthly. And anything higher than that means they're pushing extremely high budgets and you can just pretty much know that they're crushing it with their ads because they have to pump lots of creatives to be able to support the system. Now, if you see a brand that only has 17 ads, they might not be a very good competitor to look at.

They could have really good rows, but likely it is that they're spinning very little. So, it's not the best indicator of positive performance. So, typically when looking at competitors, you want to find people who have lots of creatives and lots of diversity because that can be a great indicator that they're doing well. And you can see exactly what videos, what headlines, and what text they're running with this tool.

You just simply search up a competitor and you can see exactly what is active. Now, for the second tool, which is the one I recommend, and I've gone ahead and linked all the tools that we'll be covering in this module below. You can also find them inside of WP Access where they're all easily accessible there. So, definitely make sure to follow along by clicking those links below so that way you can get access to these.

The next tool we're going to be covering is another creative research tool, except this tool allows you to go back in time and there's a little bit more metrics for us to actually identify which ads are performing best. In fact, I've actually put together some swipe files below this video for you based off the industry that you're in, and you can go check those out because we've hand selected them. Now, to use this tool, you'll just grab that link below this video.

And once you're inside of this tool, you'll be able to look up any competitor's ads. Let's use that same example we were just looking at. We'll go to discovery once you're signed up and we'll just type in a brand. And just like I did on meta ads library, I'm going to do this in here. Except the only difference is I can actually see what ads they've ran that are no longer active. So this ad was actually turned off and it ran for 542 days.

The reason this is important is most brands will never run an ad for 542 days if it is not profitable. So this is a great way to be able to know whether or not a creative is performing. If somebody's ran something for more than a year, you can pretty much know with certainty that it was working and it's a good creative format to potentially model. And so with this tool, you can see exactly what ad copy they're running.

You can see the video. You can even save it into a custom swipe file, which I provided links to below this video for you to follow along. And we can go through and see exactly what creative formats they have. This one ran 471 days, so we can see exactly why this might have been a good ad. They have long ad form copy. They have offers in here, social proof, credibility, and we can see exactly what style of ads they're running and which ones are working.

And if we wanted to, we can even look at the newest ads that are recently launched. But what I like to do is make sure to find ads that not only look appealing, but have a longer threshold of running time. So that way we can confirm that they are in fact a positive ad. In order to see the ad copy, you just simply toggle on this button, hit add, copy, and headline. You can also save these to custom swipe files if you want to build them to monitor your competitor's ads.

So, this is going to be how we do competitive research. You'll find brands in your space, search them up, and you'll be able to see exactly what creatives they're running, and you can start to model and emulate by swapping out your product and information. So, if we find a image ad, let's say, and we go to longest running, and let's say that we want to we have a welcome kit. We're selling creatine. Well, what we would do is we would save this to a swipe file and we can recreate this ad by saying get your welcome kit.

We can put in our features and benefits and we can put our product here and essentially model this creative as closely as possible because we know this format works. And once we do that, we can start to find more creatives and create that content. Now, some of the next steps are you want to next calculate your break even rorowaz. So that way we know what is profitable before we launch our creatives. And we'll be going into exactly what creatives you need, but I want to make sure you know exactly what break even you need to achieve.

That way you can ensure you're creating the right content to be able to get to this return ad spend. And if you don't know what break even rorowaz is, it essentially is how much you've spent and how much you've made and the numbers just divided and it tells you exactly, you know, what your rorowaz is. And then essentially you calculate your break even using this tool. And this will tell you exactly what number you need to be at in order to be profitable.

So if you come out to a 1.58 rorowaz, anything above this number means you're making money. Anything below this number means you're losing money. So this is going to be a key performance indicator that we need to pay attention to to ensure the profitability of your ads. So how do we do this? I've linked this below the video. You simply go to tools and you'll enter in your email right here under the rorowaz calculator.

Once you do that, you'll get access to this tool. It's a free tool to use. All you do is you go to your Shopify account or wherever your average order value is. This is usually inside your Shopify dashboard. Let's say that it's $60. You'll input that number here. And then how much is your cost of goods for your product. If you have lots of SKUs, you can just take a blended number. Now, if you're only going to be running ads to one product or your top three best sellers, then just take a blended of your three best sellers.

Add up all those numbers, divide them by three. Whichever products you're promoting, this is what you're going to use. So, AOVs of 60 are average cost of goods. And we'll put the number here. We'll put in your payment processing fees. If you have shipping cost, you'll put those here. If you charge them, then you might have zero. Um, if they have to pay for it, and then your fulfillment, do you have fulfillment cost or not?

Are you offering a discount? If no discount, just put zero. And then essentially, we can see our break even is a 1.22. So, that essentially means as long as we're doing a 2x rorowaz, a 3x rorowaz, we're profitable. Anything below this means we're not making money and we need to get above that number. Now, when all of you do this, nine times out of 10, I see this every time after analyzing thousands of ad accounts, it is almost down to a T.

Most people sit around a 1.8, 1.7. If your break even is above a 3x row, you need to work on your margins or you need to improve your AOVs because sometimes people have an average order value of 20 bucks and then their cost of goods $10. This is almost impossible to scale. So, your break even needs to be closer, you know, to 1.8, which is very standard for pretty much every store I see. But if you're like at a 2.5 or three, you definitely need to increase your average order value because this is the easiest way to lower your break even.

But once you enter in these numbers, you'll know exactly what it is that you need to maintain on rorowaz. And go ahead and save that number so that way we can come back to this later. The next thing we're going to be covering is the Facebook ad copy. This is where you enter in your primary text. Your ad copy is very important because people will look at your creative and then they'll immediately read your ad copy. That is a very standard user behavior.

So, one of the first things we need to do is call out your audience. This can be done with problem solution. This can say, "Hey, mothers." And whenever you call out your audience, Meta's algorithm is really good at making sure it shows the ad creative to the right audience. So, if you put mothers, Meta is not going to show that to fathers or kids because it is calling out mothers. Their entire ad system is based off relevance and they want to ensure a good user experience.

So it would be naive and against their goal to show that creative and ad copy to the wrong person. So you can kind of hack the system by making sure you call out exactly who you want to reach. You can also do this with a problem. And the way you do this is saying something like bloating. So do you have bloating issues? And people who have been googling, interacting with creatives, watching videos around bloating or asking questions in groups, meta is collecting this data and flagging it.

So that way if you put it in your ad copy, it will show this to them based off that relevance. So calling out a problem is good because then it hooks them in. So you say bloating, your stomach's worst enemy or do you have bloating issues? This ensures you hook your audience in the beginning and then you can break down your problem solution. It's very easy to ignore the stress of bloating, but as human beings, it's easy to forget.

And what actually causes bloating? Most would say gas, but this isn't the root cause. This is another feedback loop to hook them back in. breaks down the problem and then what is the solution? Well, here's all the issues. The solution is our special formula, which is your product, features, and benefits, and then your offer and CTA. Now, not all of your ad copies is going to be long. You're going to have multiple ad copy variations.

Some are going to be lengthy like this. Some of them might only be three lines of text. bloating question mark our try our product shop now sell very quickly or three bullet points after loading question mark try our product here's the three features and benefits and CTA so that's a short form then you'll have a long form you can also interchange this with reviews you can do lots of different variations like this but the main primary text is you want to make sure you call out your audience establish the problem position your product as a solution call out the features and benefits make sure to mention your offer offer, whether that's a special discount, free shipping, buy one get one, you know, 30-day money back guarantee, and then a CTA of shop now, or here's how to buy.

Now, the next step is having your headline. Your headline is essentially shown on Meta and can be shown on IG stories and other placements. The headline is typically one of these four things. It can be your product name, which is simply just putting creatine if you sell creatine. It can be a solution, which is the horrible effects of bloating or problem, so that way it hooks people in. It can be an offer which is 15% off your first purchase or it can be credibility which is you know uh recommended by XYZ name and then your description goes below your headline.

This is a short description. You will put credibility or social proof. So in your description it'll say like 100 plus fivestar reviews or uh recommended by XYZ or 100,000 plus customers have bought this. That is what goes in your description. That is a short version of text. Same thing for your headline and this is what it will look like. Now, Facebook ad creatives formats that you need. And before we get into this, I've gone ahead and linked below some ad creative tools that you can use because I'm going to be showing you the exact ad creative formats that you need.

But you might be wondering exactly how you need to create this content and h how that looks. The good news is I have two tools here that are already pre-implated. The great thing about these are once you've gotten access to them below this video inside of The first tool we can sign up and go in here. And what's amazing is as we go through these ad formats, well, let's say that we see this ad and we want to use this ad creative in our Facebook account.

Well, this has already been hand selected and proven to convert by AG1, a longunning ad. We just hit customize template and we can very quickly edit this exact creative format and replace it with ours. So, let's say that we're selling not AG1, it's a competitor or somebody else, we just want this format. Well, if we sell plantbased drinks, well, we just change the color here to our brand. Grab our color swatch. We can do this yellow or we can do this red or we can even take the green from our brand fonts.

We' pick one that makes the most sense. And once we swap out the product image for ours, which is going to be this, we can then change the headline. We can adjust the sub headline. And then we just put in our product benefits. And then we just hit export. And we can save this as a ad format. So now we can get multiple ad formats very quickly without having to be a graphic designer or export at creating this stuff. So all you got to do is just come in here.

You can find your competitors just like we did in foreplay. Let's say that you want to your competitors AG1. Well, you can come in here and see their ad creative formats and we can start to replace all of these. Customize, swap our product, put in the features, benefits, and very quickly we can build out a full ad library of some of the top converting ads of all time. in a matter of an hour and have all of these creatives into testing and they're all brand friendly.

Just make sure that you don't use their colors, swap them for your brand colors. If your brand is, you know, a teal color, make sure they're teal. If you want high contrast, make sure the background's white and the text pops out. So, what you'll notice is all of these have very similar colors. We have greens. We have very simple tones. This is all a part of their brand guidelines, and they all look the same. You can pretty much recognize AG1 from any type of ad creative here.

And the reason that is important is because it helps with brand awareness and conversions. If you have too many colors going on, too many ad creative formats, even if you were to copy all of these, if you have yellow, red, blue, green, purple, people aren't going to recognize your brand. So, you need to make sure they're all very consistent. And all you got to do is just hit customize template once again. You can come in this tool.

Highly recommend it. I've linked it below this video. And boom, it swaps everything. You just change out your colors and text. Just make sure to use the exact fonts that you need. If your brand font is this one, then you would select that and then you just swap your product here with yours. Very simple and you can quickly remove and then export these. The other tool is this one. This one's good as well. We have templates here.

We have both video and statics. You can choose your category. Maybe you're in beauty. Well, we have templates in here. Maybe you're in the specific space of wanting to find a review base. So, you can go to customer reviews and we can find ad creative formats based on what I'm about to show you. You'll know what to look for after this video in a moment. But let's say that we find another ad. Here's AG1 again. Just going based off those examples.

You can come in here and hit edit and you can get your video version. So, one tool can provide you statics. This tool can provide you both. And here's your editor down here. And the great thing is we can just swap our text. We can swap our lines and swap out the colors here. And quite literally, we just swap out our imagery right here with our product and it'll automatically do it for you. And we can even throw in some additional assets if we wanted to, but it's usually typically best just to replicate the exact versions.

And you can even see the safe zones for whenever you're running on Instagram. Make sure that you're not covering anything with your text here. So that way it is easily seen. So you see how we fixed that. And this is kind of out of the safe zone up here. So we might need to, you know, lower this stuff right here a little bit down. And now we're in the safe spot. So everything's in a safe zone. We are good to go. And once we swap out all of our stuff, we export.

And now we have our video. So, these are two tools that you'll want to use to follow along to create the content. That way, you know exactly how to do it, and it's super easy to use. That way, you don't have to over complicate this stuff. You can also do this in Canva if you prefer. But these tools make it way easier and already have these pre-selected. All right, so going back to where we were, after you've gone ahead and got access to those tools, now we can get into the ad creative formats that work.

And so, what are ad creative formats? We're not just launching any creative. We're going to be launching specific creatives that we know are proven. And the great thing is one of those versions is going to be a features and benefits. Features and benefits essentially break down the features of your product. And they call out the benefits. So simple enough. Support a healthy immune system. That is a feature. And the benefit is well, you're going to promote overall good health and well-being.

So that is what you call a feature benefit. You simply swap out your text. This is goalie gummies and it's vitamin C which is going to be an orange flavor. and you simply just have this creative. I've also linked below this video some templates to follow along. And these style of creatives are great for reaching new customers. They can do anywhere between a 3 to 10x rorowass at 2 to 5% clickthrough rates and they can handle pretty high spend.

Another one is a benefits notes based ad. These are becoming more popular. You simply make it look like it was made in an iPhone notes. It resonates. A lot of iPhone users love to see these creatives. Put your product at the bottom. Call out some of your benefits. And this is great for new customers. You can see how their ad copy is shorter on this one. There's only three bullets. Buy an electric toothbrush and get five flavor toothpaste free.

You want to make sure to model these ads as closely as possible to be able to get the best effects. These can do anywhere between 2 to 6x row. These get a really good clickthrough rate because they're a little bit more relevant and more fun and they can handle high spend. Next is your ingredients. If you sell a product that has ingredients, this creative is relevant to you. So, cut your hangover time in half. This is a brand that we've worked with in the past and these creatives do really well. 2 to 4x rorowaz, 3 to 5% clickthrough rates, and they can handle medium spend.

High spend is, you know, can those creatives can essentially get up to 50 to 100k as long as you're recycling those creatives. Medium spend is, you know, can handle up to potentially 10k. And some of these are going to be able to handle, you know, 1 to 3k in spend. And essentially with ingredients, you just say your ingredients here, you show your product. If you have zero sugar, you know, does it have vitamin C? It's also good to bake in the benefits here like spikes hydration because some people might not know what your ingredients are like zero sugar that one might be obvious but like if people don't know what athenian is then you want to highlight like what the benefit of that is.

So just make sure to format your ad creative like this. Swap your brand colors. You can use the templates to do that. Next up is a VIP list creative. These are really good for returning customers. So essentially you would run this ad only to people who've bought from you in the past and these can do extremely good rorowazes of 3 to 7x. They don't handle a lot of spin because it's only to your current customer base. So, it's a lower spend ad creative, but it's a very high clickthrough rate and a very high rorowass creative.

You have a very simple line of ad copy. It's usually very short. And then you just say VVIP flash sale 30% off and you can get all of your past customers to come back and buy again. This is a great way to get your your customers to return and buy more and more from you. This is a very profitable ad format whenever you run it to only people who have bought from you in the past. And it's a great way to nurture your customer list and keep them buying from you over and over again.

And the cool thing is in the comment section, you'll see a lot of people saying, "I've tried this. I love it. I'm buying again. And that just helps your creative perform even better. Next one is the product focus. This one's super simple. If you have like sunglasses and you're like, what do I put for features and benefits? Maybe you don't have a ton of stuff. Well, you just go with the product focused ad. It's good for new and returning.

You're essentially just selling the look. And quite literally, it says the cinematic look. This is another client of ours and they were doing 2 to 5x rows with this. 2 to 4% clickthrough rates. These can handle medium spend. These are more of an impulse buy. If people like the product, they're going to buy the product. There's not much to else to this. So, you just put in a simple line of ad copy and it's pretty obvious.

You just frame your product in the center. And we've done lots of studies on this. And what we found is if your product takes up about 80% of the image, specifically with product focused ads, your rorowaz and conversion rate will go up. Now, the reason behind that is, well, typically if your product takes up most of the screen, it's much easier for people to know exactly what you're selling. If we were to put these sunglasses on somebody and zoom all the way out and somebody's like walking in a park wearing the sunglasses, people aren't going to know if you're selling their shoes, hat, it could be a t-shirt, it could be, you know, a photo shoot.

We don't even know what it is. But when you put the sunglasses so big and up front and take up 80% of the space, well, it's pretty obvious that we're selling sunglasses. So, this one can handle medium spin. It's a product focus based ad. This can go in retargeting. It can go in new. These creatives are pretty evergreen. Can run, you know, pretty much year round. This is another product focused ad except it is even more simple.

It's just your carousel. You put this in a carousel. This is great if you have a lot of SKs. So, if people visit your site, you can throw these in retargeting. If they're pretty self-explanatory if people are just looking for their daily vitamins or if it's just a t-shirt, definitely have these. These will convert pretty consistently. They're not super high rorowaz, but they're extremely stable. They're very consistent creatives.

Even though there's not a lot going on, you're not going to get that crazy spike in rows, but what it does do is provide a base layer of spin for you. They don't have very high clickthrough rates, but they do handle lots of spend and they stay very consistent. They these things can run for years on end sometimes. Now, product drop creative. This is great for new and returning customers. These do extremely well. If you have a drop where you can drop new designs, new styles, new clothing, these can do anywhere between 5 10x row, 3% clickthrough rates.

They're lower spin because usually you sell out of the product and you're pumping up the volume. And this is another brand we've worked with. They've crushed it. And all they put is the demand for this print was intense, no pun intended, and it sold out in minutes. Get it while the restock supply lasts. Reason this is important is there's scarcity, which is while it lasts. Another form of scarcity, which is sold out, which makes people want it even more. and then hype which is dropping 514 on website.

So this creates urgency and then they can see the styles. You can do lifestyle content. You can say product dropped up here and the headline like we talked about in the past this one the headline they're using is two-piece pajama set which is just the product name. Very simple creative, but whenever you say just dropped, just released, new in, sold out, restock supply, while it lasts, dropping XYZ date, you have to formulate this exactly as is in order for you to be able to get these results.

All of these creatives that I'm covering, this doesn't mean you can have them and barely put any effort. You have to make them as close as possible to some of these in order for you to see similar results. Now, when we look at the next creative, this is a lifestyle. Let's say that you're selling swimwear, another brand that we worked with. These do 2 to 4x rorowaz. They run pretty much year round. All of these creatives today I'm showing you are pretty evergreen in nature.

This one's very simple. There's not much to talk about on the bathing suit. We just say make a statement or unique sim swimwear designed and made in Brazil. Sometimes with swimwear, people like to know where it's made. If it's Italy, if it's, you know, Switzerland, if it's specific cool country that people really are, you know, fascinated with. Here you go. We were talking about headlines earlier. They use the offerbased one.

So they said 15% off your first purchase. This is great for new customers. If you're struggling with onboarding new customers, well, give a special offer to first-time buyers so that way you only attract new people and you can get people introduced to your product and get them to buy other SKs. Typically, buyers won't just buy one piece of clothing from a brand. If they really like it, they're going to buy multiple swimwear pieces from you.

They're going to buy multiple clothing from you. They're going to buy multiple supplements. People are consumers at nature. So, these do about 2 to 4x rowats. They get about a 3% clickthrough rate and they can handle about medium spend. The next one is the PR review base. These are really great and I love creatives like these that leverage little call outs like reviewed by. So if you've been featured in an article, you can also put, you know, 10,000 plus five star reviews or 100 plus five star reviews.

I love very straightforward ad copy like this. Fuel your active lifestyle, good for your special tea, coffee, boost health and performance. We have features, benefits, problem solution. We have some call outs rated excellent. And then we have our CTA. And then we have a review in here. We have our product being very focused in the go-to super coffee. If you're going to put a review in your ad, make sure it's not too much text.

Just pick the best portion of the review. So, this is very simple. The go-to super coffee. And then they chose one of those headlines that we were talking about. Coffee that fuels your lifestyle. Very simple. They do about 2% clickthrough rates. Very consistent. 2 to 4x rorowaz is a great creative format just like all the other ones we've been covering. Here's another one. This is a 3 to 10x rorowaz. Sometimes you can be a little bit more controversial and be very direct in your ads and absolutely crush it.

So we break down, you know, all of the benefits. We have some reviews from customers. And then we have our review, which is somebody calling out exactly what the problem was. And this review is kind of framed as a solution. We have the product. If we were to only show this girl here, well, we wouldn't know exactly what we're selling, which is why it's important to have your product being shown. So if we didn't show our product, people wouldn't really know what's going on here.

It could be a course. It could be anything. It could be, you know, underwear. But whenever you put the supplement here, it's very obvious. And when you show the actual supplement outside the bottle, now we know it's not a powder. Now we know it's not something you drink. Now we know it's something you take. And it's very important to formulate your ad creative in this very specific way. And you can have reviews here.

And these do about 3 to 10x. 4% clickthrough rates. Can handle high spend. This is what we call a reviewbased ad. It's great for new customers. And you can also use these in returning sometimes as well. Next up, we have our samples. This is great if you offer welcome kits, first-time offers, if you have samples for hair care, skin care, beauty care, anything with samples always do pretty good. Now, if you offer something that's free, you're going to get about a 0 to2x ROS.

You're not going to get a very high rorowaz, but what you are going to do is get a 3 to 7x rorowaz LTV potentially. Essentially, what the goal is of these style of creatives are they're not meant to break even on the first jump. They're meant to get more sales on the back end. So, as soon as they receive this, they're opted into a subscription, which is offered valid for new subscribers only. And as soon as they get this free product, the very following month, they're build for the full amount again.

So, therefore, they make their money back. And now you have somebody who subscribed on a monthly plan, which increases your profit margin. These do extremely well on click-through uh rates, 10 to 20%. You can get so many people to click on these, build up your audiences very quickly. It's not going to be very profitable on the front end, but on the back end, it's going to be very profitable because you're getting a lot of new subscribers.

Next up is the Google screenshot. This is a fun style creative. You just type in, you know, best product name or I'm struggling with XYZ. Literally, anything that you made Google search for your product. You just put your product imagery here and that's the format. So, you can put problems in here. You can put, you know, best uh beauty, skincare. You can do anything that people might search or you want people to search and then it would just show your products here.

These are fun. These can do 3 to 10x row, 2 to 4% clickthrough rates. They're not super consistent, but you can intermix them from time to time and get pretty explosive quick numbers and scale up. Next up, we have social proof. This is great for being able to call out exactly how many people have bought your product. So, you say trusted by 350,000 happy customers. You can say 100,000 plus reviews. And you see down here it says over 1.1 million social media followers.

You just essentially use social proof. It can be review, it can be customers, it can be followers, it can be celebrity, it could be, you know, famous podcaster uses this. Neurogum is notoriously known for putting Joe Rogan. You know, AG1 has used Dr. Andrew Huberman. You can leverage basketball players. You can leverage anybody if they've used your product and you have approval. You can also put in all of these details and these do two to 5x rorowaz.

They can handle high spin. You want to make sure that the text stands out. It's easy to see. Obviously, we're selling rings here. If you did not have these arrows, if you did not have this text and you just had this credibility thing, you're missing out on the full potential of this creative because people might think you're selling nails. They might think you're selling this ring or they might think you're selling, you know, this shirt or this candle.

We don't know until you actually draw in exactly what it is that you're offering. You got to make sure it's obvious because with a name like Moon Magic, that can mean anything. So, you got to make sure they know that this is the product being sold. Next up is the combination based ad. These are good if you have lots of sales. You can say one sold every 5 seconds or, you know, five packs sold every hour. You just put in a little piece of credibility.

Here's a review based. This is another big bold claim. You can do this from Amazon, number one on Amazon or, you know, trending on Tik Tok. These are great formats. You just essentially leverage a combination of different pieces. So you can intermix this with reviews, credibility, bundles, and you see they're using the offer-based ad creative. This is another example of the combination. This is a reviewbased mentioned with a product comparison.

So if you have a fat wallet, it's hurting your back, you should get a skinny wallet, which is the Ridge wallet. We have our features and benefits. Say, do we need to say more? Get yours today. 40% off. We're combining an offer, we're combining a product comparison, and we're combining a review. That's why it's called the combination ad. These do very well 3X rorowaz because it covers multiple buyer personas. Some people care about reviews.

Some people care about why is this better. Some people care about the offer. And the great thing is it covers all three categories and can be scaled up and do 3 to 5% clickthrough rates and a great return on ad spend. Next up is our number one bestseller. If you have a bestselling product, just put bestseller and put in your product. Once again, this is product focus. We know we're selling a lipstick. And you simply just frame it like this. 2 to 5x rorowaz, great for new customers, 2 to 3% clickthrough rates.

Then we have our product comparison. You essentially compare a competitor product against your product. And you can choose whether or not you blur out their name. I always recommend speaking with somebody like a legal professional on how exactly you can frame these. But typically, you compare your product against a routine that somebody may have. Maybe you're selling tea and you say, "Hey, if you drink coffee, then you need to try this tea because it's better for XYZ." Or you can frame it against sleeping.

Maybe you're using this certain type of bed and you need to switch to this type of bed. Or you're using this fragrant fragrance and you want it to smell similar to this very expensive fragrance. Well, here's fragrance we offer that does that for you. These are great for drawing comparisons. Highly recommend these. These do 2 to 4x roz. They're low spin, but they usually get purchases very quickly because it's very easy to digest this information.

You just compare products. Product comparison. New verse returning customers. These do 2 to 4x. Same thing. You're just comparing a routine now. Upgrade your morning coffee. It's a simple coffee mug. And then what your product is. Notice how all the line of text is in line. Notice how the colors are within the brand guidelines. Sometimes I see people remodel these product comparisons and they have like super long text.

It's uneven. You want it to be easily scannable. You can't scan something where something's super long and super short over here. This needs to be one line only. Scan. Scan. Scan, scan. Very easy to understand. If there's too much going on, it defeats the purpose of this. So, it needs to be simple. Here's another example of a product comparison. There's so many different ways to format each of these creatives. Every one I'm showing you, a features and benefits doesn't have to be one specific way of doing it.

You can show it so many different ways. Just like how I'm showing you with product comparison, I'm showing this example is because we have this version against a product. We have this against a routine. And we have this against, you know, lots of different variations. So, kibble versus wet food versus fresh pad. These are great ways to reformat each of your versions. You can do all three of these styles and these are once again maintaining these numbers.

Then we have press and magazine. If you've been featured somewhere, call that out. These do great. You stack the product colors. People love to see different color options. 2 to 5x 2 to 3% clickthrough rates. Bundles. Bundles are good if you want to increase AOVs. You essentially sell bundle packs. You have these different bundles of soap. These do extremely well. Bundles are great ways to increase your profit. If you have a low rorowass, start launching bundle ads.

If you want to increase your profit margin, do bundle ads. Put these in retargeting. Throw these in new customers. Bundles are great ways to elevate your profit margin. Another version, you can do this with cereal. If you only sell one product, well, sell multiple packs if you can. You can sell multiple cereal. You can sell multiple t-shirts. You can sell a lot of multiples of many different things. This one's very simple.

The future cereal is here. Here's all the benefits. And then we just have big pack, bigger savings, bestseller, $5 off. This is also could be considered a combination ad, but more specifically, it is a bundle because they have multiple of the same product here. And you can do it with multiple different products. Special offer. These are great if you have one. Buy one get two free. Buy two get one free. Buy one get one half off.

Buy one get one off. There's so many different ways to formulate this offer. Just show if you're saying buy one or buy two, show the exact amount so that way people can see the different options you have. This is a pretty cool creative one. The perfect trucker hat doesn't exist and people finish that in their mind. These do very well. 2 to 5x row, 2 to 3% clickthrough rates and low spend. Same thing, special offer, 3 to 5x, save, 1500 or more.

However you want to formulate your offers, you just put it in. Make sure your product is obvious. And then we have the gift based ad. Gift based ads are great for getting people to come and buy a product for a significant other. Sometimes people get so locked in on one specific audience, like bloating, let's say, and they're only thinking about people and themselves. Whereas a gifting is opening up your audience opportunity.

Because if you start to frame your ads as gifts, now people aren't just buying for themselves. They're buying for friends, family, significant others, girlfriends, people that are married. It could be their favorite coach. It could be, you know, anyone. It's gifting. It works great during the holidays. It can work great year round for jewelry. There's lots of different ways you can formulate this. All you do is just simply say, "Hey, this is a great way to gift." And you just put your product here.

So rather than saying, "Hey, track your sleep performance and get better sleep." You can reframe it and say, "Show your team, show your mom, show your friend how much you care, give them the gift of aura or ring." These do 2x rows, but they also allow you to reach new audiences. So, it allows you to extend your spend and be able to reach more people. All right. So, we've covered lots of different ad creative formats.

What I want you to do is go ahead and build out five to 10 of those if you can. So, that way by the next module, we'll have some of those creatives ready with multiple different ad copy variations. I'll also be covering in future modules exactly how we're going to set all this up and what those need to look like. But the next thing we're going to be covering is the Facebook ad creative diversity. So, as you saw, these are all very different.

Now, if you sell one product, you want to make sure that when you do these, they have brand synergy and they're creative diverse within those formats. So, just to explain what this looks like with creative diversity, all of these formats, if you haven't ran them before, you're going to put them in a new creative testing campaign. And I'll be covering this on future modules on exactly how to structure this, but I'm giving you a highlevel overview right now, so that way you can get the idea seated in your head for whenever we get to that section of this curriculum on how to do that.

But you're going to have unique creative formats and new ideas. These are creatives that you have never tested before. These are totally new things. These are different variations and you don't know if they're going to work just yet. I've provided you the outline of the structure for what's been proven. But now it's time to put them in a creative testing. And sometimes Meta will only spend on one ad creative. And if your best performing ad is live and you put these next to it, Meta is not going to spend on them because Meta doesn't believe that they'll be able to perform.

So what do you need to do? You need to test new creatives in a new creative testing campaign to ensure they get spend. And once they're working, you'll migrate them in to the correct audience based off of that performance. So if one of these creatives starts working really well, you'll migrate it into your interest testing campaign. And what that looks like is we have a topfunnel, which is going to be reaching people who are at the top of funnel, which is going to be anybody who's engaged, people who have never heard of your product.

And here with creative testing, we'll be ming migrating those winners into interest testing. And at your top of funnel, you want to make sure the ad creative formats that you have are going to be viral style UGC. A lot of the creatives we just covered were static, but we're going to be covering lots of different video formats as well throughout this video. So, you're going to work on statics and then we're going to get into more UGC style and video-based ad creatives that you need because video is crushing it right now.

[snorts] But some things that you would have in your interest testing are going to be the founder story. This is where you call out the story behind your brand, how you started it, why it's important to you. There's transitions, there's text, there's benefits, there's callouts. It's showing exactly the journey. These do extremely well and they're great for top of funnel and reaching new people. Viral UGC, leveraging creators, talking about your product, your problem solution.

This is great for people who want to solve a very specific problem and you're framing your product as a solution. And then value based education is for educating people around your product. This warms people up and gets lots of sales. You have you do this with your advantage campaign, your interest testing, and creative testing. Next up is your middleunnel. This is going to be your video views. People who've engaged with your page, visited your website.

These people have already seen your founder story. They've maybe seen your problem solution. Maybe they've converted, maybe they haven't. Well, this is going to help guide them through the process, warm them up, and get them to buy. You do this with reviews, which we just covered one of those creative formats. Before and afters, what is the before result? What is the after result? comparisons, showing your product against the competitor's product, and then a demo.

A lot of times, people don't know how products work. Is it a gummy? Is it a drink? What is it? You have to show and demo it. So that way, when people see your founder story, well, now they're hooked into your brand. Now, they're going to be shown a product demo. And Meta's latest update knows how to do this and show the right creative based off their buyer journey. And so, a product demo helps them understand how the product works.

So, now they're a fan of the brand. Now, they know how the product works. They know why it's beneficial because they've seen the comparison. They know the result. They know what other people are saying. And if they haven't bought yet, well, our bottom of funnel ads should help them hook them in and get them to buy with a special offer or urgency where it's a limited time or are you still interested? And you'll notice this is all by the same brand.

Very similar pattern. Very similar pattern. All within brand guidelines. These are great for add to carts and past purchasers. Bottom of funnel. So, these creatives will be shown based off of Meta's creative diversity system where they know exactly when and where to show an ad creative to get somebody to buy. So, you're going to go ahead and put some formats together. And in the next modules, I'm going to show you some more creative styles as well as how to start setting up your campaigns.

So, what did we cover? Well, we covered ad creative research, how you can research your competitors. We covered your break even rorowaz so that way you know what's profitable and what's not. We covered your Facebook ad copy so you know what to input as your text. We covered the creative formats that work. So that way you know all the different styles of creatives that you should be doing. And then I showed you the creative diversity, which is where you'll be plugging in each of these creatives and how they play off one another, as well as the creative tools that you need to be able to do all of this.

So make sure to go ahead and click the links below this video so you can get access to and find all of these tools and links inside of there. And I will see you in the next section where we start to build all of these things out. All right, welcome to today's module, Facebook ads ad creative research. What we'll be covering is additional ad creatives that you need for meta ads, what the ad copy looks like for competitor brands, how to identify different ad creative formats, the unique variations you need, and ways that you can find DDC brands in your space that are highly sought after and are performing extremely well.

So that way you can understand their creative workflow so that way you can install one yourself. And what I like to do is go to this DSC competitor research tool. They've all been handcured and selected by category. So that way you don't have to try to find competitors in your space and hope that maybe they're performing well. These have been vetted by revenue numbers and are great to see examples to look at and be able to see exactly what creative formats they're running that are performing.

And I've linked this tool below the video inside of and you can follow along by accessing that link. Once you're here, all you have to do is whatever space you're in, you just hover over the brand section. They have brand categories like cookware, everyday care, car care carry, beauty, lifestyle, pets and we can go and find different brands. Let's say that we have a cookware brand and maybe we are selling something similar to this product.

We can go to their website and see exactly how it's structured and we can search up this brand name inside of this tool here which is linked below the video. All you do is go inside, you'll sign up. Once you're in the tool, you can go to discovery. You can type in that brand name. You can select it and see exactly what ad creatives they're running. And just an example of this, we have a brand called Great Jones. So maybe this is one of our competitor brands.

We can see exactly what creatives are running and we can see how long they've been running. So this one's been going for 61 days. They're using three lines of text for their ad copy, which is an ad copy format that you will definitely be testing. There says thoughtfully designed to last and be your best friend forever. It doesn't say upgrade your cooking. It says thoughtfully designed be your best friend. It's a little bit more creative.

And then we have our image. We have great Jones doesn't. Does your pan contain toxic chemicals? And then there's so this is like a problem solution based ad. Very simple. The next one is very similar ad copy except a non-stick pan made with non-toxic ceramic coating. So we have a very clean visual here. These have been running for about 61 days. We know that this is performing for them. It's an evergreen style creative.

So, they're leveraging problem solutionbased. They're leveraging comparison and before and after. So, here's our before. Here's our after. This is a great ad format to show visuals and demonstrate exactly what the benefits of your product are without having to use a lot of wording. We could save this into a swipe file if we wanted to and be able to look at these creatives and then have them in a swipe file. So, that way we can reference back to them and emulate and model them.

As we grow go down here, we have features and benefits. So, they have three ad formats. They have the product focus format. If you remember from the previous module, we covered these style of creatives. And the big thing is is you'll notice based off of their filter. If we go by status active, we can see what they currently have. And then we can also rank by longest running to see what ads have performed best for them over the long term.

And we can see which ones have been performing the greatest. as well as we can even drill down into the specific formats of video. We can even drill down into specific formats for images and see. Moving on to the next brand is a brand called Jill. They sell shower items. They have statistic based which is great for logical based decision-making. If we look at their ad copy, they have all these stats, features, and benefits.

They have reviews for credibility. They have a strong call out. World's number one shower filter. If you have callouts like these, you should format your ad copy just like this. And then beauty starts with clean water. So rather than just saying upgrade your shower because your water pressure will be better or help your skin. No, they say clinically proven. They have number one shower filter. We have 81% experience. We have healthy scalp.

We have reviews. Hundreds of five stars. Lots of information here to be able to guide people to make a decision to buy. Moving on, we have UGC videos where somebody's unboxing and talking about the product. We have before and afterbased videos. We can see how they structure these videos. As we scroll down here, we can see some of these other formats. Some of them are very product focused with a review based. They have very similar ad copy that seems to be working for them.

And we can get an idea of totally unique formats and they have lots of active ads right now. So, one thing to pay attention to is you're not just going to be running a few ads. You need to have multiple different variations in different styles of videos, images, and be able to have all these formats being put into your ads. Here's another example. Finn, which is a pet product. All of these styles are different. Notice how no one creative looks alike.

We have interviews with our boss, which is like a founder story style. We have an event where they were featured in an event. If you go to trade shows, you can record that and be able to put that into an ad creative. You have 2021 just four supplements and then they share the story of how they went through their journey. So this is great because it helps the emotional side of people getting connected to your brand. And then as we scroll down we can see lots of different UGC.

So this brand is very heavy on UGC videos and we can see exactly which ones have been running the longest and get an idea of what's performing here. So this is the number one secret too. Breaks down the exact features and benefits. Shows multiple scenes. And then we have for ad copy. You are your dog's whole world. You shouldn't you be doing everything you can to keep them healthy. So this is ties into the emotional aspect and then breaks down exactly the benefits of their product for allergy based issues.

Now as you can see all of these kind of start with a very similar pattern with them opening up with a strong product shot because they know that this increases performance. Once you start saving some of these to your swipe files, this one's been running for 325 days and it's still going, so it must be performing extremely well. We can start to save this creative. And what I've done is I've hand curated all these different categories for you.

Some mixed in with clients that we know are performing as well as other brands that we know are just crushing it. And you can go through each of these swipe files below. We have baby categories, we have beard kits, we have creatine. And each of these break down the exact formats that you need. whether it's cosmetics, we have the notebased creative, we have reviewbased creatives, we have the 4x4 grid creative. So what you need to do is come in here and model each of these formats.

See what ad copy is being leveraged. If it's three lines of text, if it's long features and benefits, start to build your swipe file. That way you can have all the ad creatives that you know you're going to model and you can start to do the research and build some of these out. And the way that you're going to do that is simply by using this tool here that I've linked as well as this tool to be able to save all those creatives and you're going to find competitors, build out your swipe file, or you can leverage the ones that we already have put together for you today.

That way you can start building out your ad creatives in the next modules. So, what did we cover? We covered the ad creative research and how to be able to find creatives that are converting, the ad creative formats based off the swipe files that we saved, and how you can look at your competitors and see what ads are performing best based off of each of those unique formats. I look forward to seeing you in the next module.

Hello everyone and welcome to today's module. We're going to be covering AI ad creatives. What we're going to be going through is how to use AI to your advantage so that way you can create content for Facebook ads. AI UGC videos where you can have creators talking for you that are completely generated through AI. How to do AI editing. How to launch AI ad images, videos, and the tools that we'll be using. And we live in an AI world now.

With AI ever evolving, it is only going to become more powerful, better, and quicker and faster over time. So, it is very important that we start to learn how to use AI to be able to increase our creative velocity, to maximize our creative output, to be able to generate content that converts, and to understand these tools so that way we can leverage them. And I'm going to be breaking down everything you need to know around this today.

And one of the first images that we can understand is this entire workflow. I'm going to literally show you how to take your product image, input a AI product prompt to get your AI with a background and then how to take that image and turn it into a UGC creator where she's then on a podcast with your product and then taking that image and turning it into a video script where we quite literally have somebody >> been loving lately and honestly wasn't expecting >> talking about your product holding it and using it in an AI video which is absolutely insane and these tools are only getting better with time.

So, to be able to go through this workflow, I've gone ahead and put these scripts together for you, and I'm going to show you how to use each of these tools in full so that way you can maximize AI creatives. Now, if you have a creative team, if you already know how to create content yourself, if you're able to film videos and produce ads or get your friends to produce ads, it is always a better option in terms of being able to put out content that is as real as possible because you already have your product.

You're able to take product shots. That should always go first. Now, if you need to increase your volume of creatives, if you're not able to go out and get product shots at scale, if you need multiple UGC creators and you're on a tight budget, if you want to streamline your workflows, this is an alternative that will allow you to do it. I would not recommend only being an AI based ad creative brand where all of your content is AI.

You can and it does work, but this is meant to be in addition to what you're doing. So, if you're missing a specific style of creative or a specific style of image that you can't get with either editors, somebody to film, or somebody to make content, this is great to be able to supplement and replace that. Now, eventually there are going to be ways to only run 100% AI. And we do have some clients who are doing it at scale and it's working very well, but for most brands, we do want to be able to create content ourselves and then use this as an additional, not as a solo thing that is an all.

So, let's go ahead and go over how you can leverage this to get additional creatives and be able to create all of these assets yourself. So, the first tool we're going to be covering, I have multiple tools, some that are free, some that are paid, and how you can use all of these. These are all very valuable. The first one is going to be Chad GBT. All you need is 4.5 or Chad GBT 5, and you can use this exact workflow.

Now, to show you some of the ad creative examples, these are pretty crazy. So, what do we have? Well, let's look at this. I've gone ahead and generated some images all with AI. Yes, this is 100% AI through chat GBT image generation. So, I put in the prompt and I've linked those below this video. Create an image using this product. You're going to insert your product on the left. You'll upload it and then you'll input a product that you want to emulate.

So, your competitor's product image. Maybe you want to get a shot like this and you don't have a way to do it. So, you take your competitor's image and you let the AI know you want an image just like this except with your product. What does it do? Here we go. We have a strawberry because we have strawberry. We have a lemon because it's lemon. We have our exact product can. Well, guess what? The text wasn't even changed for a healthy gut image.

Here we have our four grams of sugar. And then we have our drink with the eyes. It quite literally does this in a matter of seconds. Next one. We took a routinebased ad from Ritual and we took our product image shot that we have. And look at this. It generated perfect text. Relieve dryness and enhance pleasure. Gynecologist recommended the formula. Gluten-free, dairy free, and hormone free. Results in less than 4 days.

Well, I took that ad copy from our website. I gave it this prompt. And what did it create? It created a beautiful image. It even took this hand, rotated it to the other side, cleaned up the product, added this in perfectly like our competitors are using. What do we have? We have a great features and benefits breakdown of our product with a clear call out of exactly how to use it. Pretty powerful stuff here. This one's one of my favorite.

It's absolutely insane. Look at the color grading on this. Look how clear our product images, the cherries, look at the branding behind this. Even the velvet table here is absolutely magnificent. So, what did I do? I took a competitor product. Both of these brands we've worked with inside of the one-on-one mentorship, we took Coochie from $5,000 a month to guess what? Over $45,000 a month. Her Juice Bar, we took them to 250K months and still scaling.

Both of them averaging 3 to 5x rows at scale. Guess what? We're leveraging AI creatives in addition to the content that they're filming and creating themselves. So, we ended up getting a beautiful text here. Hello, Fresh. Goodbye, PH. Balance drama. Here's our ad copy. The ad creative was literally generated with AI with perfectly enhanced bullet points. This is a beautiful creative asset that generates a crazy return on ad spend.

Same thing. So both of these are people who went through this exact course and mentorship implemented these strategies. Both of them went from crazy numbers 5 to 45,000 her juice bar doing multiple 100k months. So if you think AI is not powerful, you'd be badly mistaken. Let's look at some more examples. Here's another brand we work with, Disciple Threads. We took them from very low numbers to multiple 100k months. They cracked their first ever $100,000 month with us inside of our one-on-one mentorship.

What did they do? They went through the course as well, just like we're doing here. So, we took a product image and voila, it created a model that is extremely realistic. It'd be hard to tell that this wasn't taken by an actual photographer. You would have to really analyze this photo to truly know. Now, is this a bad thing? I wouldn't say so. All we're doing is just showing off our product. It's not like this isn't unrealistic.

We have exactly how our product's positioned here. We have our exact text. And sometimes AI does mess up the text a little bit. That's okay. You can fix that in Photoshop. You can fix that in Canva. Those are easy tweaks you can fix. You can also ask the AI to recreate it over and over again until it gets the text right. AI is not perfect, but if you know the right prompts, you can get it to do the right things. So, this can be done with clothing.

This can be done with supplements. This can be done with house items. Right? Right. So, we took Care Away, which is a competitor product of one of our mentorship clients who went through the curriculum as well, just like you are right now. They're called Dream Real. What do they sell? Well, they sell kitchen equipment to store items for lunch. Check this out. I took a competitor product image and I provided a bunch of references.

Gave it this exact prompt. What did it do? It generated an insane shot. This would be done by a professional graphic designer. This was done in less than a minute with AI. This is a really hard image shot. We're even getting a down angle here with shadows. This would have to be done in a professional studio and could cost thousands of dollars to do. And if you were to do this with your own equipment, that would be very expensive.

But this cost us little to nothing to even produce here. And so we were able to leverage this image and generate this dream room. Same thing here. We took another competitor's product. We literally gave it a simple image. And look, it generated exactly to spec our product here with beautiful callouts, features, and benefits. the new standard for food storage, dream reel. Pretty incredible stuff here. Now, when I was talking about some brands are using 100% AI, well, this person who went through my curriculum and mentorship, guess what?

Every single creative they have running in their ad library right now today is 100% AI. Why? Because it's very powerful. Look how good it is with this product. It doesn't work exactly for everyone, but if you have the right prompts and you know how to give it the references, you can generate some pretty incredible creatives. Imagine being able to pump out 10 to 20 different assets just like this with beautiful high-res quality.

You're going to be able to scale very effectively and very fast. So, how do we do this? Well, what we're going to do is we're going to take these prompts that I've provided you and all you got to do is go into chat GBT 5 or 4.5. You click this button here, hit create image, and you're going to upload a competitor image that you want to reference in your image. You're then going to paste this exact prompt that I have here today.

You can pause this video, take a screenshot, and copy this text, or you can access the link below this video to get access to the PDFs that have all these prompts for you to make it simpler. I've gone ahead and linked that inside of our curriculum where you can access the portal and get access to all this stuff. It's all built out in PDFs and files for you. Super simple to use. So, definitely make sure to click that link.

It just makes it way easier for you rather than having to, you know, type this out yourself. You're then going to paste that prompt in here, have those images, and it should look like this. You'll add in your images prompt, hit enter, and it will literally generate the image for you. It is that simple. Okay, so next step, if you want to be able to now take a product image and get this and then turn it into AI UGC creator, well, what are you going to do?

You're going to use this tool in prompt. You're going to go to Chad GBT. You're going to take your product image, create an image of a person on a podcast, make it super high resolution. I provided the prompt below. And there it creates a perfect person. And you can do different demographics. You can have them be inside of an office. You could have them be doing a podcast on a rooftop. You could have them in a podcast studio.

You can come up with just anything you could imagine as long as you tweak the prompt. And what did I say? Do not change the text and spelling on the product image. I do not want our text changed. Now, if it messes up your text and you're not satisfied with how your product looks, upload a more high-res image. And then also make sure to tell it not to change the text. AI can be a little too creative sometimes, so you have to reel it in.

Now, once you have this, what do you do in order to be able to turn it into an AI video? Well, you're going to have Chad GBT generate you a script. So, I said, now we need to generate a script. Write a script for a girl on a podcast speaking about our rainbow dustard starter kit. This product should be on the table, visible in the shot, but not overly focused. Make the script sound casual and real. What did it generate?

It generated the script. I then had it write it for a teleprompter so the AI system can read this easier. So something I've been loving lately and honestly wasn't expecting to is this rainbow dust starter kit from SpaceWits. It's actually right here on the table. This makes it more realistic. I started using it a few months ago. And then we get into all of the meat of this where we're breaking down the problem, the solution, the result.

So now we have a script. We can take this script and copy it exactly as is. So, we'll hit copy. After you've generated this in chatbt, you just type in this prompt and it'll give you the script. We already have our AI image from earlier. If you've been following along, I just showed you how to get the prompt. So, once you're at this step, what do you do? You're going to click the link below that I provided you to get access to this tool here.

So, pause the video, go get access to this tool now, if you want to be able to generate videos with your product of people talking on a podcast. This is very important. Once you signed up for this tool and get access, you're going to paste your script in here. And now what can we do? We can generate a talking actor. And we can do text to speech and we can add an actors. We can find an actor that fits our product or we can create an actor.

And that's where we upload our product image with our actor. So we'll upload the image from earlier, which is this image. We'll upload it here from add actors. We'll paste in our script and we'll hit enter. That's all you need to do. And what is going to happen? Get ready. It's going to generate a video. So, let's watch what it generated. >> Something I've been loving lately and honestly wasn't expecting to is this rainbow dust starter kit from Space Goods.

I started using it a few months ago because I wanted to cut back on coffee, but still has something that helps me focus without feeling jittery or crashing later. I am not a morning person at all and my brain doesn't really get going without a little boost. And it's not one of those quick fix instant results kind of things. It's been a slow, steady shift for me. I just feel more clear, more grounded, and honestly, more me.

I noticed it most around that 3 p.m. slump. I'll sip it in the morning. >> Okay, so this is absolutely insane to think about that you can take your product image, turn it into somebody with a at a podcast set, and then literally take that image and turn it into an AI UGC creator with a script that speaks with extremely well tonality, hand gestures, and voice. Now, this creative isn't perfect. A lot of you might be thinking, "Well, her eyes are all over the place." Well, this is the part where you go to your editing tool like Cap Cut and you throw in an image overlay.

You throw in a video overlay. Where the parts that look a little AIish, you just edit in some of the asset overlays where you're showing your product feature benefits, some text, and you can make this run a lot smoother. So, this is a pretty powerful tool. All you got to do is just follow along by clicking that link, getting access to this tool, and you can generate any style of actor. You can even adjust the gestures.

So you can say make the actor a lot more happy, hand motions, picking up the product. You can incorporate B-roll and provide it some of the B-roll of videos that you've integrated both from real and AI. Meaning you might show somebody how to actually take the product space goods and you already have video content. You incorporate that with B-roll. You then have your AI actor do some gestures while talking and now you have both real content and AI mixed in to supplement.

So maybe you didn't have a podcast set. You just needed that first shot. Then you incorporate your real content throughout the edits with your CTAs. And you can adjust this. You can even tell the actor, if we were to do the actor and add it in and paste in our script, we can even tell it to, you know, smile more. We can say, keep your eyes open a little bit longer. We can say, you know, adjust your tonality where you say specific words with strong pronunciation.

And then when you're being very serious, start speaking a little bit slower. So you can adjust the pacing of the audio as well for when they're speaking. Pretty incredible tool here. Highly recommend checking this out and start using this if you want to generate AI UGC videos because then you can take 5 to 10 of these AI videos, launch them into meta ads, and you have more content on top of your real content, allowing you to supplement and produce more assets.

So what does this allow us to do? Allows us to build out an entire workflow to generate AI UGC video ads. We can generate AI UGC creator. Put in a banner, a headline text, an arrow pointing to our product. We can even take this put a banner at the bottom, a headline, you know, features and benefits on the righth hand side. So we could literally turn one asset into three to five assets in a matter of minutes by using these prompts.

So definitely make sure to grab those prompts and let's go ahead and go to the next tool here where I was talking about that's where you use your script and that's the video you generate. The next one is this tool. This is another tool that you can use and it allows you to generate AI actors once again and pull in assets. Let's just watch a video example of this. >> Power endurance fuel. Total game changer for beating arm pump and cramps.

Plus, it gives that insane boost to energy and focus. Trust me, it's the ride or die mix to keep you going longer and stronger. Grab it and feel the difference yourself. So, what's the difference between this tool and the other tool? Well, these already have prehand selected actors and it does the editing for you. So, it pulls in your product images from your website. It shows the visuals. It adds the captions. It's pretty much a done for you system where it generates all the videos.

All of this content the AI did. It put in the text, everything for you. It even generates a script. This tool is a very beginner friendly tool. It's the easiest to use. It's very quick and simple. I'll show you how to do it right now. I've linked this tool below the video and lots of people have used this tool. I even had somebody use this AI video tool when I first spoke about it. And the guy reached out to me and he's like, "Dude, I just did a $500,000 month off of one creative." And I was like, "What are you talking about?" He's like, "That AI tool that you recommended me literally generated over $500,000 for me." and it was a leggings ad and it was a girl talking about leggings and it was 100% AI and he scaled to $500,000 months with AI.

So, it is an incredible and powerful way to generate results if done the right way. So, how do you do this? Well, what we're going to do is we're going to turn a product image into a video with some of these creative tools. So, what we're going to do is we're going to go to avatar and we'll paste in our script here. So, here's our script once again. We'll pick our avatar. Maybe we want to use this one. We'll hit next and it'll start generating our AI avatar.

And once our script is generated, it literally added in our text. We can then edit inside of here specifically making it smaller, changing the background. >> Brain doesn't really get >> and it will voice sync it later. And then for our assets, we just upload our product images here. and it will literally generate this for us. Now, another way that you can use this script, you can go back here. You can paste in your website URL link.

So, you just paste it here. So, let's say that we wanted to generate a video for an ad. We just come here, go to our product, take this here, go back, hit analyze URL, and it'll generate image ads. It'll generate video ads, and very quickly, it just analyzes our website, pulls in all of our content that we need to generate this video for us. And here's all of our assets. We can do four images, hit generate, and then hit generate, and it'll create all of our image assets for us using AI.

This tool is pretty self-explanatory. They made it very simple. You just paste your product links. It'll generate multiple UGC videos for you, multiple images, and you can get a lot of assets from here very quickly. So, it's pretty much an all-in-one tool that does everything for you. Definitely recommend checking this tool out. It has been extremely helpful for being able to generate a lot more assets. And then another thing you can do is you can take video templates, turn it into visuals like this.

All you do is just type in your headline, sub headline, upload your product image, and boom, voila. It will generate assets just like this for you. You can also do video clips as you can see here. Pretty powerful stuff. people talking about it, using it. Insane transitions here. We can do avatar showcases, talking head videos. This is super easy. You just generate the content directly through this tool. So, make sure to check out all of these and you can create hyperrealistic ads, videos, everything you really need is inside of this tool.

So, definitely make sure to click that link to get access to this. Sign up and start using all of these features to be able to generate your AI videos. And there you go. Here's our AI images. Pretty cool here. Now, if we wanted to add in features and benefits, we just need to tell the AI to do it. And we can adjust these as needed. And then all you got to do is just save these and you're good to go. So, you can produce images, videos very quickly doing this.

And then AI tool number four is Nano Banana. This is Google Gemini's AI generator. You can generate content just like this and even have it create a product where we just upload our image. Here's the prompt and Nano Banana. And here we go. It creates our image. All you do is just come down here, upload your file, choose the image for Nano Banana, and boom, here's a person holding our product perfectly on shot. Text is nicely aligned here.

Then we can say, "Turn this into an ad." Here's a competitor. It turned it into one. The red doesn't really fit with this. I just said, "Change it to green." What did it do? Generated this in a green look. Pretty insane. Look how nice this image is. I mean, we have all of our fruits and vegetables here, which look extremely realistic. And it's all generated with nano banana as an AI tool. So these are the AI tools that you can be using to create lots of content.

So what did we cover? We covered AI ad creatives and how you can use this to supplement and create additional creative assets in a very artificial intelligence world where things were moving at a fast pace. How to make AI images for being able to launch Facebook ad creatives. How to make AI UGC videos so that way you can have creators talking about your product in different scenes on podcast, in the car, at home, in the kitchen. and how you can use each of these AI tools to your advantage.

And once again, all of this is linked below this video. So definitely make sure to access each of these tools to be able to leverage this. Hello everyone and welcome to today's module, Facebook ads five ad variations. And what we'll be covering is the five ad variations you need, the different ad creative formats we're going to be launching, what ad copy, headlines, subdescription, and ways that we're going to be testing and launching our creatives.

One of the first things we're going to do is we're going to build out five to seven unique ad variations for our testing strategies so that way we can launch them in audiences. We need five to seven totally unique ad creatives. Five unique primary text, five unique headlines, and five unique subscriptions because with the latest updates, this is the most effective way to be able to generate results and rapidly find out what's working with testing.

And the way that we're going to be doing that is both leveraging Chad GBT for being able to write some of this for us as well as being able to have our five ad variations testing strategy document. And I've gone ahead and linked this below and we're going to build all this out together. So you'll have five to seven ad creatives and that can be four images, two videos. It could be three uh images, three videos or it could be four images, one video.

As long as we have five to seven in here, that is what we're going to start with. And these are going to be this exact size. These will be the vertical size. And I've also linked the exact prompt that we're going to use. So I'm going to be doing this based off of goalie sleep gummies. and we're going to prompt the AI to be able and we're going to prompt the AI to be able to start doing this. So, what we're going to do is copy this master prompt.

We're going to paste it in. And I'm also going to provide it with here is an example of add copy formats. And I'm going to come in here and link the foreplay swipe file which is also linked below this video. And I've already put the master prompt together. We're asking it to you're creating ad copy for goalie extra strength gummies. Use persuasion persu principles and we have those here. We have our types of ad creatives.

Focus on benefits staying asleep longer. You're going to fill this in with your unique information. And you're going to build all this stuff out based off of what makes the most sense for your product. But we want these five formats which are all listed here. And then you'll just put in a little description about your product. You can even say here is the website and link your specific site so that way it has more context.

And then we're just going to have it do a little bit of deep research and build these formats out. And so we'll hit enter. And here we go. It asks us a question to tailor the ad copy more effective. Could you please share the target audience for the campaign? Age group is going to be 25 plus men and women with sleep issues. Also, where will this ad copy be used? Facebook and Instagram. And now it's starting its research and is going to build out some of these ad copy formats for us.

And we can tweak them based off of its response, but we've given it some contextual information around our product and we can start adjusting some of the ad copy. So, while this is doing research, we'll be waiting on that. And we're going to start entering in all of this information. And in order for you to do this, all you got to do is hit file, and you can hit make a copy in order to edit this document with me. All right.

So, now we have our ad copy where we can go through goalie, extra strength, sleep, gummies, and we have our persuasive. We have all these different ad copy variations that Chad GBT's now put into place. So, let's go ahead and break this down so that way we can choose between what we have. I'm going to go ahead and just start copying and pasting some of this. So, we have our short form, which is 10 milligrams of blissful sleep in each gummy.

Or we have this one, which is better sleep starts tonight. I'm going to go ahead and come in here and I'm going to start plugging in some of this. So, the next one, sleepless nights, not anymore. Going to paste this one in. And then we'll continue to come down here, put sleepless nights to bed for good. These are great headlines. And as we continue to go further, there's a great headline as well at like a light in 15 minutes.

It's pretty crazy how good job GBT can be at creating IC copy whenever you do the deep research version. And then we'll just take this final one and paste it into here. Now we can do our primary text. Our first one is our features and benefits. So this one is each serving packs a a potent 10 milligs of melatonin plus a calming herbal blend to help you fall asleep faster and stay asleep longer. Then we have this version which breaks down everything.

This one is really good. It breaks down all the details. So, we could take this here and come into a document and paste this in. We can remove some of this stuff here. And we might even break it down to where it's just as simple as a couple of bullet points to reduce some of this. And then we can just go ahead and break this down. And we can add in some emojis instead here. And I can tell it to give me emojis for each of these.

Oh, let's stop it. I'll say give me emojis for each of these. And then we don't need deep research turned on for this. There we go. We have that. Now can paste this in. And we can format this the way that we like. So it'll be like this. And then we can go ahead and break this down. And there we go. So we have our [snorts] first ad copy variation. So we'll put in our primary text here. Paste it in. We can go on to our next which will be up here.

So our next one is the problem solution. Struggling to fall asleep at night. This is great. We take this paste it in and then we'll just break it up to format it. And there we go. So that'll be our next one. And then we'll continue along this option here. Reviewbased. I fall asleep. This is great. So this one's already good to go. We'll come down here and find another version. So this one's pretty long. What's our short form on this one?

Education base. So, we'll take this. Let's see if we can format this. We'll just remove that. And there we go. We'll just come in here, paste it in, and we'll go to our next one, which will be a product demo base. So, three steps to a restful night. And this one's really good. So, this breaks down everything in a story, which is nice. So, we can take that, come down here, and format it. And that's it. We'll just take this now.

Now, we have our five ad copy variations. And you can have more than five or you can have, you know, up to seven. But now we have our headlines, our primary text, and then our sub headlines are going to be things like free shipping, 10,000 plus happy customers, and then some additional things we can do. We can do sleep better and longer. So your subcription is going to be very short, just no more than a few words really here.

And these are meant to be like offer call outs or you know 10% off firsttime customers only. And then we'll find one more healthy sleep for a happier life. That's good. And so now we have our ad copy variations where we have our primary text, our headlines, and our sub headlines. And each ad creative is going to use all of these. So all five of these will be on this creative. All five of these will be on this creative.

All five of these will be on this creative. And we're going to do that for one ad. And then the next ad, same thing. These will go in this ad. All of them again in this ad. So you're going to build all of this out using the prompt. And then we can set up and build out our ad. And the way that we do that is you'll come into your ads manager. You'll go into your audience where you're set up your interest testing. So, you'll set up your five interests, which will be these five interests that you're going to build out your unique audience on each where we've covered in previous modules.

And you're going to create an ad inside of each of these audiences. So, this will be goalie number one. And the way that this works is we're going to take our ad variations. So, we'll take our primary text, which is this one. We'll scroll down here, and we'll set up our creative. We'll grab that creative and then we'll come in here and start to build out our ad copy. So, our primary text will go here. We'll then hit add text option and we're going to have each of these five on each of the ad creatives.

So, we'll continue to build this out and we'll just easily drag and drop into every single one of these. And then we'll continue to go down the line. And all of these are going to go in here. And then our final line, which is here. And then we'll need to format this to make sure it looks good. Looks like our formatting carried over. This is the only one that needs spacing. So there we go. And here we go. And then we have our ad copy variations.

And then our headlines are going to be these. We'll just continue to grab these. And then once we're done, all we got to do is just duplicate the creative and swap out the um image or video for each one and our ad copy will stay in place across all of these. So now we have our five ad copy variations for our headlines. And then we'll do our descriptions as well, which will be these right here. and you'll adjust this based off how you like and based off your product specifically.

We're just using a example for this. And here is the buildout. So we have our five ad descriptions, our five headlines, and our five ad copy formats. And this will allow us to be able to see which ones work best. We're going to do shop now on all of these since we want purchases. And then essentially all we got to do is just duplicate this ad and swap out our creative five to seven more times and we have all of our ads ready to go out.

All right, so what did we cover? We covered the ad variation testing strategy and how you need five to seven unique ad copy formats, headlines, descriptions, and the copy variants that we'll be using to get your first five to seven ads launched. Hello everyone and welcome to today's module, Facebook ads full campaign setup. In today's module, I'm going to show you step by step how to set up your campaign strategy and build out all of the campaigns you need to successfully run Meta Ads.

These are the strategies that we have been using and these are the latest strategies with the most recent update. There is no update that's happened after this point. This is the most recent update with Meta and we're going to be playing to the strengths of that and structuring our campaigns the right way so that way we can maximize results. So, I'm going to show you how to set up the campaign, how to set up your adsets, the strategy behind it, and how we're going to use Meta's AI and Advantage Plus to play to its strengths, so that way we can get the best performance possible.

And some of those key updates are two points. The first one is creative diversity matters more. We've always known creative has worked, but in this update, it has just made it blatantly obvious that creative is by far one of the biggest levers for growth. Meaning, not just different variations of your creative. That's not what this means. Creative diversity is essentially every ad format should be 100% unique. So one of them might be a review based, one of them might be a features and benefits base, one might be a founder story based, one might be a problem solution based.

You want to have unique diversity across every creative because Meta's algorithm is going to hierarchy rank which creative it's going to show when based off each individual person. And that means CPMs are going up, but Meta is going to get better at showing the right creative to the right person at the right time and the sequence at which it does that. and they're going to do that inside of an advantage plus and with all of the AI specific targeting and settings you can set up.

That's where that's going to be maximized. Now, the second thing, less granular targeting and simpler structure. Meta wants you to simplify your campaign structure because a lot of you aren't optimizing effectively on your own and Meta thinks it can do it better. But in this module, I'm going to show you and in future modules how to optimize effectively whether you use Advantage Plus only or if you don't. So, I'm going to break down the exact campaign structure you need and we're going to set all of it up on this video.

So, what does the campaign structure look like? Well, the first thing we're going to do is we're going to play to the algorithm strength with Advantage Plus. And Advantage Plus will optimize on its own for you. It'll do all of the audience targeting for you. It will have all of the AI changes on the creatives. It'll swap your text. It'll adjust your headlines. It'll show your creatives when and where, how it wants to to maximize performance.

So, we're going to allow Meta to have control over this campaign to maximize performance for us. And we're only going to put our best performing creatives in here. So that way we know they already work. And this is going to be that campaign we have set up. The next campaign is going to be creative testing. For all of you who struggle with getting budget behind a very specific creative, whenever you launch, you know, three ads and only one of them is getting spent and you're not getting spend on the other two, your creative testing campaign will solve this.

This is going to allow us to dedicate budget to new creatives and find out what's working. And then we're going to take that from creative testing, the creatives that work the best, migrate them into interest testing, and migrate them into advantage plus. Creative testing is for what it says. You're only testing net new creatives, to dedicate spend to them, find out what's working, and migrate them over. The reason we do this is to dedicate budget, to identify winners, and to not disturb proven campaigns.

If our advantage plus is working really well, we don't want to throw in new creatives. If our interest testing is working really well, we don't want to throw in new creatives. So, we'll do our new creatives and creative testing once we find out that they're working there. Then, we'll only take creatives we know work out of creative testing and migrate them over. Then our retargeting campaign structure is going to be for retargeting website visitors, past purchasers, getting people back in the funnel to be able to convert our special offers.

We will also have a very specific strategy in future modules as you get through all of this curriculum where I show you how to break down and be able to sell multiple different products if they don't buy your best seller. There's a very important strategy in retargeting that works very effective and I'm going to show you how to maximize it to its full potential. So, we're going to set up these campaigns on today's module and run through all of this right now.

So, the first thing you need to do is go inside of your ad account, and we're going to set up our Advantage Plus campaign first. So, as you follow along, you'll hit create. And we're going to be optimizing for sales because we want sales. We don't want traffic because all this does is get us traffic. We don't want engagement. All this does is get us engagement. There are scenarios where you may use some of these other objectives in specific industries or one-off strategies, but for the sake of getting purchases, you only want to run a conversions campaign if you were launching meta ads and your goal is to get sales.

So, be sure to only select sales. You're going for conversions. You'll hit continue. And this first campaign is going to be the advantage plus. And one of the very first steps that we want to do is name it advantage plus. And now before we even get started with this campaign, you're going to follow along. You're going to X back out of this. We have this right here. We're going to go into advertiser settings and we're going to set up your audience segments because this is how you make this work more effectively with Advantage Plus because Advantage Plus will test on its own, but you kind of have to guide it a little bit.

And you do that by telling it who your audience is. So, who's engaged with us? Well, these are people who are aware of your business or interacted with your products or services, but have not made a purchase. So, what are we going to do? We're going to do all website visitors last 180 days. And then we're going to exclude purchases last 180 days. So we're excluding people who bought because we only want people who visited our website but did not buy.

You can also upload a customer list and exclude that. So here we go. This is the structure you'll model. You'll name this all website visitors excluding past purchasers 180 days. You'll hit create audience. And this is our engaged audience. And then for existing customers, we'll hit create. And you'll upload your customer list. You can download that from Shopify where everybody has purchased and upload it. You can also do your website and do purchase 180.

You'll do purchased 180 days. So what is this going to do? This is going to guide our advantage plus and the latest algorithm update with meta. This is very important. So once you have those two things, you can hit confirm. And now what happens is when you go back to campaigns and we go to breakdown, you'll go to demographics, you'll choose audience segments. And what this is going to allow us to do is it will show you underneath each campaign how many people have purchased that are new people and how many purchased that are existing people.

That way you can monitor your advantage plus performance and see if it's doing the right thing. This will become very important later. We'll go through this in future modules, but you now have this set up and you can turn this on and check it out. That will give you the best idea of how many net new people you're acquiring versus returning customers you're acquiring. Now, we're going to continue completing our steps from here.

We'll go to edit. Looks like we need to refresh. So, we'll go to edit. Here's where we left off. We have Advantage Plus. It's a sales campaign. We're going to scroll down. We're going to turn off catalog. We're going to leave it at campaign budget. If you're just starting out, you should have already watched the modules on how to divvy up your budget. If you haven't already, check those modules out because it will break down exactly what budget you need to start with based off where you're at.

For the sake of this example, we're going to start at 25. You may start higher or lower depending on where you're at based off that rubric I already provided you in the PDF below this video. All right. How will bid in auctions? There's a few different options we have here. We're only going to focus on getting the most results or purchase value for our budget. So, it's highest volume or value. That's fine. So, we're going to leave that alone.

We're going to come down here. And as you can see, what happened when we set up our segments and advertiser settings, it is now here. So, as you can see, this is the latest update that allows this data to get pulled in here. And we're