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About the course:
CREATING YOUR AD IS STEP 1 OF THE EQUATION.
NEXT, YOU’LL NEED TO LAUNCH IT.
THE HARMON BROTHERS
In this course you’ll learn how to…
Test your creative for maximum impact and how to use your ad spend to make your creative even better
Set up your ad account the right way so that you can take advantage of Facebook’s algorithms instead of constantly fighting against them.
Create a landing page that converts—and how to test into even better conversion as time goes on
Adopt the “funnel mentality” that gives our campaigns greater Reach, ROAS, ROI—and in turn—ensures we never have to rely on “virality.”
If you’re ready to build your super-brand with ads (or build super-brands for your clients), don’t leave out one of the most important and overlooked aspects of a successful video campaign—the launch. Learn from the TENS OF MILLIONS of dollars we spend every year, and shortcut to your own success.
Why spend money on ads that aren’t working?
When only 42% of marketers say Facebook ads are working for them, yet companies are throwing tens of thousands of dollars per month, per week, or even per day at those same ads …
Something is off.
Even for the companies who are getting a return on their ad spend, it can feel like a guessing game.
Wondering, “Will this ad go viral?” is not an ad strategy, and it’s not how you make real, consistent money with ads.
Can I let you in on a little secret?
Very few of our ads at Harmon Brothers ever actually went viral.
Shocking from the team known for “viral” ads like Squatty Potty, Purple Mattress, and Chatbooks, right?
The truth is, on most of our ads, only about 20% of the views come from shares.
The other 80% of views come from the paid ad strategy behind the ad.
That’s because viral is not a good growth strategy. It’s like catching lightning in a bottle–it’s not predictable or sustainable.
THE CUSTOMER SALES JOURNEY
In this module, we’ll give you the funnel (ad and web) framework that we use to plan our campaigns so that the important pieces get done ahead of time instead of appearing as a surprise the night before launch.
RESEARCHING & DEFINING YOUR CUSTOMER AVATAR
You’ll get the tools (HB Key Phrase Review Google Sheet) to do the research you need to quickly identify the messages that you’ll pull from in creating tor ad copy along with our Avatar Profile form for recording the relevant info about your customer so that your ads are using all the right targeting.
CREATING YOUR LANDING PAGE
Learn to craft the optimal landing page so the traffic your ad generates actually converts. Whether you’re collecting leads or selling products/services, your landing page is one of the most critical (and often overlooked) pieces in a successful ad campaign. You’ll get the wireframe we use to create landing pages that convert for our clients.
UPSELLS, CHECKOUTS & THANK YOU PAGES
Once your customer has purchased, you’re not done. This is where most companies actually make their money. Learn how to increase average order value, make it easy for people to buy, and give them a great experience once they do. This module walks you through all and—you guessed it—we give you the wireframe we use to provide more value every step of the way.
THE ROLE AND POWER OF EMAIL
Get the low-down on everything you need to do to set up a killer email strategy—including:
Set up an email campaign tool
Integrate it with your landing page tool
Create your segments or lists you’ll use for your campaigns (All Subscribers, Abandoned Carts, Lead Magnets, New Customers, etc.)
Set up your email templates, unsubscribe links & pages, etc.
Write the content for your email series
We’ll make it easy for you by providing templates for the copy for each of your emails
SETTING UP FACEBOOK & ANALYTICS
Module 6 helps you get your Google Analytics set up for success—see exactly what’s going on with your landing pages, emails, and ads. Then, learn how we set up Facebook ads account, business page, and business manager for long term success.
Then walk through the process of creating, installing and testing your Facebook pixel, setting up your Facebook Catalog, and get the checklist to make sure you’re all set.
TESTING & OPTIMIZATION
This module takes you through our pre-launch testing process. Get everything you need to know about how to create and test intros, audiences, thumbnails, and headlines. We don’t launch an ad without testing into the best assets that will help our content to excel.
Where the rubber really hits the road, the Remarketing Module will walk you through creating assets that will help potential customers to overcome their concerns and become paying customers, you’ll also go through the necessary steps to create at least 7 key retargeting audiences and the necessary campaigns for those audiences.
SETTING UP YOUR FACEBOOK CAMAPIGN
Get all of the information you need to create custom audiences, seed audiences, and user-defined audiences, then use our formulas to identify your key performance indicators and determine your budget.
You’ll also work through aspect ratios, lengths, assembling the ad, creating the three key campaigns that we use to give our content the best footing for success.
At this critical step, we walk you through checking and double checking every aspect of your campaign—so that you avoid all of the common mistakes and missteps that can doom campaigns right out of the gate.
You’ll get our checklists for reviewing your campaigns, ads, audiences, landing page, upsell, and checkout process as well as your email drip & autoresponders, and analytics.
Then, we show you how to evaluate your funnel data and diagnose different aspects to know what’s next for increasing conversions—and the effectiveness of your adpsend.
10 COMPANION WORKBOOKS
These editable workbooks include prompts and exercises for actually putting everything you learn throughout the course into practice. They’re your guidebook and your knowledge repository to ensure you get the most out of the course.