10x Facebook Ads
Actionable step-by-step tactics to guide your creation of the strongest ads – for Facebook, Instagram or any paid social – with 10x the confidence.

Contents
Welcome and Start Here!
Welcome and Start Here!
5 mins
Your Workbook <— Download Me!
1.35 MB
Module One: Facebook and Instagram Ads 101
Facebook and Instagram Ads 101
16 mins
Cheat Sheet: Stages of Awareness
259 KB
How to Map a Lead Generation Funnel
10 mins
How to Map a Webinar Funnel
6 mins
How to Map a Challenge or Video Series Funnel
5 mins
How to Map an Ecommerce Funnel
6 mins
How to Map a Funnel from Scratch
5 mins
End of Module 1 Quiz
Module Two: Anatomy of Facebook and Instagram Ads
Anatomy of Facebook and Instagram ads
10 mins
An Over the Shoulder Walk-Through of Ad Types
11 mins
Resource: Facebook Ad Unit Guide
End of Module 2 Quiz
Module Three: Gathering your Messages
Gathering your Messages
8 mins
Ninja Technique: Facebook Group Message Mining
14 mins
Ninja Technique: How to Mine Amazon Reviews
8 mins
Ninja Technique: How to Mine Twitter for Messages
5 mins
Ninja Technique: Facebook Ad Competitor Research
7 mins
Cheat Sheet: Voice of Customer Research Questions
721 KB
End of Module 3 Quiz
Module Four: Mapping your Messages
Mapping your Messages
8 mins
End of Module 4 Quiz
Module Five: Writing High-Converting Messages
Writing High-Converting Ad Copy
9 mins
Value Proposition Rehab
10 mins
Long Copy vs Short Copy
3 mins
When You’re Ready to Write – Do This First
2 mins
Step One- Reference your Funnel Map and Pick a Place to Start
4 mins
Step Two- Write Down your Value Prop Variations
3 mins
Step Three – Write your Headline Variations
15 mins
Step Four – Write your Body Copy
37 mins
Resource: Facebook Ad Copy Example
Ad Copy Worksheet
58 KB
Cheat Sheet: Value Proposition Checklist
197 KB
Resource: Emojipedia for Facebook Friendly Emoji’s
Resource: Facebook Bullet Point Emojis
End of Module 5Quiz
Module Six: Images and Videos
Images and Videos
25 mins
Resource: Creative Hub Gallery
Resource: Creative Hub Ad Formats
Resource: Facebook Text Checker
Cheat Sheet: Do’s and Dont’s
121 KB
Anatomy of a One-Minute Video
211 KB
Livestream Script: Educational/ Value-Add Content
151 KB
Livestream Script: Relationship-Building
121 KB
Livestream Script: Case Study
136 KB
Livestream Script: Sales
93.7 KB
Resource: Copyright Free Images from Pexels.com
Resource: Copyright Free Images from Unsplash.com
End of Module 6 Quiz
Module Seven: Landing Pages that Convert
Landing Pages that Convert
9 mins
Cheat Sheet: Anatomy of a High-Converting Landing Page
279 KB
End of Module 7 Quiz
Module Eight: Testing and How to Know if your Ads are “Working”
Testing and How to Know if your Ads are “Working”
16 mins
How to Troubleshoot a Campaign
13 mins
Cheat Sheet: Rules of Thumb for Effective Testing
148 KB
Cheat Sheet: Key Metrics and what they Mean
170 KB
Cheat Sheet: Key Metrics and what they Mean Continued…
96.8 KB
End of Module 8 Quiz
Module Nine: Red Flags
How to Spot and Avoid Red Flag Situations
3 mins
Cheat Sheet: Red Flags to Avoid
198 KB
End of Module 9 Quiz
Bonus: Facebook Ad Compliance
How to Write Facebook Ad Compliant Copy in Difficult Verticals
17 mins
Resource: Facebook Ad Policies
Quick-Start Videos
Step One- Reference your Funnel Map and Pick a Place to Start
4 mins
Step Two- Write Down your Value Prop Variations
3 mins
Step Three- Write your Headline Variations
15 mins
Step Four – Write your Body Copy

What is SEO Traffic?

There are two types of website traffic:

Organic traffic: This is traffic that you don’t pay for directly. It includes people who click through to your website from your social media pages, your email newsletter, Google’s search results, and so on.

Paid traffic: This is traffic that you pay for directly. It includes people who click pay-per-click (PPC) ads, as well as those who hear about you through influencer marketing, newsletter or podcast sponsorships, and other forms of paid advertising.

SEO stands for search engine optimization, and is a process of optimizing your website with the goal of ranking higher on search engine results pages (SERPs) and ultimately increasing traffic.

In theory, the term SEO refers to all search engines, but in practice, it’s Google that matters most as they have an 87.35% share of the search market, with Bing being a very distant second at 5.53%, and Yahoo taking third place with 2.83% of the market.

SEO traffic is organic traffic that comes from search engines, in other words, people who typed a keyword or query into Google, looked through the search results, and then clicked through to your website.

Note that this doesn’t include paid search engine traffic, meaning those who entered a query into a search engine, and then clicked on your PPC ad that was displayed above the search results.

You can monitor organic traffic from SEO using tools like Google Analytics and Google Search Console. If you want to learn more about these tools, check out our guides on SEO Analytics and SEO Tracking.

Why Is SEO Traffic So Important?

Organic traffic comes from your online assets such as your social media following, your email newsletter, and your blog.

As you probably know, these assets take time to build, but over time the traffic you generate can often be much less expensive than paid traffic.

For example, it takes time to get a blog off the ground, but if you keep at it, the organic traffic can start to grow exponentially. Aas your SEO traffic grows over time, this means you may be able to reduce your paid advertising budget (or even eliminate it entirely!).

It’s important to keep in mind that SEO traffic isn’t free. You will need to either create content yourself, in which case you have to consider the cost of your time, or hire someone to create it for you.

However, you should see this as an investment, since content that ranks well on Google can generate traffic for years with minimal additional effort on your part (you may want to keep it updated, though).