ConversionXL – Dennis Yu & Logan Young – Intermediate Facebook Ads

Start seeing the results you want with your Facebook ads

Dennis and Logan have a deep technical knowledge of how to profit from Facebook ads, having spent $1 billion in ads over the course of 10 years.

In just 6 sessions, you’ll be able to…

We have been doing this for 10 years, since the beginning of Facebook ads.

Don’t get caught off-guard by the changes Facebook is making, since we’ll cover their long-term strategy with automation and video.

Premium ads that are for TV and brand awareness are not covered because they are not covered by the 9 primary business objectives and ad types you can create. Retail, parent-child, and global pages are enterprise topics.

You will walk away with all the tools that pro-level Facebook advertisers use and be able to actually use them, even if your budget is a dollar a day, you are not an engineer, and Facebook ads is just one of many responsibilities you carry. Execution becomes a series of small, relatively simple steps if you delegate them. These tools are free.

• Facebook Pixel Helper—to troubleshoot conversion and tracking
• Facebook Audience Manager—to build and tune custom audiences, saved audiences, and lookalikes.
• CrowdTangle—to monitor for social proof, so you can boost the good things others say about you.
• Ads Manager (desktop and app)—so you know when to manage Facebook ads on the go versus when to sit down and make bulk changes.
• Facebook Analytics—understand which metrics are important, especially as it relates to video ads, Facebook lead ads, and attribution.
• Instant Articles (including Canvas), so you can load pages instantly and integrate with Google AMP.

Finally start seeing the results you want with your Facebook ads

Facebook users see a lot of ads when they log into their account. A careless ad can do more harm than good.

You can learn how to bring your A-game to your next campaign with the help of Dennis Yu and Logan Young. This course will hone in on the processes that drive customer awareness, engagement, and conversion, ultimately reducing Facebook ad management time down to a mere 15 minutes a day. You will walk away with skills that will allow you to work smarter.

A rare chance to learn from true masters

Dennis and Logan are some of the top experts in the industry. They will show you how to make more money. The easy way. Day in and day out. They spent a lot of money to get to this knowledge level. The years of hard work will not deter you from getting the distilled knowledge.

This course is right for you if…

• You’ve done Facebook advertising before and you want to optimize your campaigns, and scale up spend, complexity, and people.
• Your in-house PPC and paid teams are looking to reduce complexity.
• You’re an entrepreneur or agency that wants to build in-house capabilities.
• You understand social media strategy and how it translates into tactical execution.

This course is probably not for you if…

• You’ve never run Facebook ads before or are a new business with no customers.
• You aren’t able to spend at least $1,000 a month on Facebook ads.
• You’re expecting immediate results; mid-funnel is where your investment needs to be.
• You operate in a prohibited category such as tobacco, weapons, certain types of pills, or money schemes.

Skills you should have before taking this course

• A basic understanding of remarketing.
• How to boost a post, but don’t need to be wildly proficient.
• How to use Microsoft Excel, PowerPoint, and Google Docs efficiently.

Dennis Yu

The CTO is BlitzMetrics.

Dennis Yu is the chief technology officer of BlitzMetrics, a digital marketing company that offers clients top-notch ad optimization and analytics across search and social platforms. He has lectured in 17 countries on Facebook marketing.

Dennis has appeared in The Wall Street Journal, The New York Times, LA Times, National Public Radio, and Fox News. He co-authored a textbook for 700 colleges and universities. He was an executive at both Yahoo! and American Airlines.

Logan Young

The co-founder and VP of strategy is BlitzMetrics.

At BlitzMetrics, where he is the co-founder and vice president of strategy, he runs the company’s training programs and implements ad campaigns for key accounts.

He has traveled and lectured in 15 countries. The standards of excellence on Facebook benchmarks is his book.

Your full course curriculum

Intermediate Facebook Ads

Lesson 1

How the Facebook Algorithm Really Works

• EdgeRank: going viral in the newsfeed and how boosted posts amplify what’s hot, organically.
• Relevance Score: the surprising role of negative feedback, clicks that don’t convert, and super high CPM pricing.
• The implications: default placement selection, larger audience sizes, when to bid for clicks versus conversion, and when to use lookalikes.

Lesson 2

Forming a Facebook “Strategy”

• How much to spend at each phase 3-stage funnel of your AEC (awareness, engagement, conversion) awareness funnel based on audience size and ROI.
• How to build a topic wheel for evergreen campaigns, and allow “sales” and “news” to be boosted posts.
• How to get built-in conversions via Facebook Lead Ads and Instant Articles.
• How to target custom audiences, inception audiences, and lookalikes, with special focus on native audiences of post-engagement and video views.

Lesson 3

The $1-a-Day Technique

• How to evaluate organic post performance, especially video.
• How to use initial boosting, especially choosing your audience and when to use a call-to-action or dark post.
• The 4 things to do after boosting a post: extend, switch, stack, scale.
• The 4 stages of boosting: seed, boost, share, explode.

Lesson 4

Building campaigns: Live Exercise

• The 3×3 grid campaign–video or no video.
• The top of your AEC funnel: Personal branding, testimonials, authority, and word of mouth.
• Conversion tracking and naming conventions.

Lesson 5

Optimization

• MAA: Metrics, Analysis, Action
• Top-N technique—quickly sort winners, adjust maybes, and kill losers.
• Common failures and how to resolve them.
• Reporting templates for performance and project management.

Lesson 6

Management

• How to tell if your agency or employee is pro.
• The top resources for free training.
• How to contact Facebook for various issues.
• Planning, budgeting, and internal coordination for your team.

Lesson 7

Special Topics

• Agency scaling and support.
• Local: brand awareness, offers, check-ins, offline conversion.
• Virtual products like SaaS, and consulting.
• E-commerce, like CPA, and integrations.
• Personal brands, like for authors, speakers, and inception.