7The Ten Ad Templates, Filled From Your Offer Sheet12 min
1
Module 3 · Lesson 1
The Account, the Pixel, the Event
11 min
ON SCREEN: Face for the first 20 seconds, then screen share for the rest, face in a bubble bottom right. Screen share is business.facebook.com in a clean demo portfolio, then the GHL Sites settings panel, then Events Manager Test Events. End back on face.
Module 3 · Lesson 1 · by the end of this lesson
You have a Meta business portfolio, an ad account with a card on it, and a pixel firing on your funnel with one verified Lead event you watched land with your own eyes.
Module 3 · Lesson 1 · the shape of this lesson
Module 3 · Lesson 1
01
Where to find it
Module 3 · Lesson 1
02
This is browser side tracking
Module 3 · Lesson 1
03
You are not doing that in this programme
Module 3 · Lesson 1
04
One warning, because this is where people lose an hour
Module 3 · Lesson 1 · the worksheet for this lesson
W3.1THE ACCOUNT, THE PIXEL, THE EVENT
OBJECTIVE
Prove, on paper, that Meta can see a lead happen on your funnel. You cannot fill this in from watching the video. You have to have fired a real test event.
STEP 1, The account
What is your ad account ID? (Business Settings, Ad accounts, the number under the name. Starts act_ or is a long numeric string.)
What time zone did you set, and is it the one you actually work in? Write the time zone, then write YES or NO.
What currency did you set? (Permanent. If this is wrong, say so now, do not discover it in Module 5.)
Is a working payment method attached and approved? Tick one.
Yes, approved
Added, still pending review
Not done, I will not be launching until it is
STEP 2, The pixel
What is your pixel / dataset ID?
Is the pixel assigned to the ad account above? (Business Settings, Datasets, your pixel, Connected Assets.) Tick one.
Yes, assigned
No, go back and assign it, the campaign will not find it otherwise
Where did you install the base code? Tick one.
Continues. Full worksheet in the resources below this video
Module 3 · Lesson 1 · you leave this lesson with
A live Meta pixel on all three funnel pages, plus one Lead event confirmed in Events Manager Test Events, fired by the member's own test submission.
Worksheet 3.1 is in the resources below this video
2
Module 3 · Lesson 2
Build the Campaign Empty
10 min
ON SCREEN: Screen share throughout, face bubble bottom right. Ads Manager, brand new campaign, walk the create flow top to bottom in real time. Deliberately show the Detailed Targeting box and do not type in it. End on the paused campaign row in the table.
Module 3 · Lesson 2 · by the end of this lesson
You have one campaign and one ad set built, broad, optimising for your Lead event, budget set, and sitting paused waiting for creative.
Module 3 · Lesson 2
01
Ten minutes from now you will have a campaign structure that is correct, and correct here means boring
Module 3 · Lesson 2
02
Here is why, and this is the thing people fight me on hardest
Module 3 · Lesson 2
03
This is the whole method: the copy does the targeting and the algorithm stays broad
Module 3 · Lesson 2 · the worksheet for this lesson
W3.2BUILD THE CAMPAIGN EMPTY
OBJECTIVE
Record your campaign settings so that when something goes wrong in three weeks you can tell the difference between a bad ad and a bad setting. Fill this in from your own Ads Manager screen, not from memory.
STEP 1, Campaign level
Campaign name exactly as you typed it:
Objective selected:
Leads (correct)
Something else, write it here and then go back and change it:
Advantage campaign budget on? [ ] Yes [ ] No
Daily budget you set: per day
If you set less than 40 a day, write the number and then write, in one sentence, what you are going to do when the campaign never exits learning:
STEP 2, Ad set level
Conversion location:
Website (correct)
Instant Form, write why you overrode this:
Pixel selected:
Conversion event selected:
Location targeting exactly as set:
Continues. Full worksheet in the resources below this video
Module 3 · Lesson 2 · you leave this lesson with
One campaign and one ad set built end to end and saved in Paused state, correctly optimised for the Lead event verified in lesson 1.
Worksheet 3.2 is in the resources below this video
3
Module 3 · Lesson 3
The Call-Out, Your Real Targeting
9 min
ON SCREEN: Face for the open. Then screen share a plain document with the the call-out table on the left and an empty column on the right that gets filled in live. Show two real ad examples from the Meta Ads Library (Platten's Calling All Agency Owners headline) as evidence. Back to face for the close.
Module 3 · Lesson 3 · by the end of this lesson
You have written your own call-out first line, tested it against the repel rule, and locked one block of ad copy you will not change again.
Module 3 · Lesson 3
Naming the money is the cheapest filtering in advertising. It costs nothing
Module 3 · Lesson 3
01
Before you take my word for it, look at what the people spending real money actually do
Module 3 · Lesson 3
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Here are the seven we run
Module 3 · Lesson 3
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Let me do one live so you see the crossing out
Module 3 · Lesson 3
04
Every scaled advertiser I pulled apart runs one locked block of copy against many different video cuts
Module 3 · Lesson 3
05
That last one catches people
Module 3 · Lesson 3 · the worksheet for this lesson
W3.3THE CALL-OUT, YOUR REAL TARGETING
OBJECTIVE
Produce one first line that makes your buyer stop and makes everybody else scroll. This worksheet is unfillable unless you actually write six and throw four away.
STEP 1, Name them
Who is the person? Be specific enough that a stranger could point at one in a room. Not "business owners". Write the trade, the size, and the situation.
What is the money signal that proves they can afford you? (Monthly ad spend, headcount, number of locations, number of clients, revenue band.)
STEP 2, Write six
Write six call-out lines. Each one must name the audience AND the money. Under each, write who it repels. If you cannot name who it repels, it is not narrow enough.
1.
Repels:
2.
Repels:
3.
Repels:
4.
Repels:
5.
Repels:
6.
Continues. Full worksheet in the resources below this video
Module 3 · Lesson 3 · you leave this lesson with
One written call-out line plus five spare variants, and one locked copy block (primary text, link headline, link description) saved into the member's swipe doc.
Worksheet 3.3 is in the resources below this video
4
Module 3 · Lesson 4
Write Two Scripts Off Ours
12 min
ON SCREEN: Screen share a split document: script number 1 (The Two You Don't Know About) on the left, blank member script on the right, filled in live beat by beat. Show script number 8 briefly as the second spine option. End on face.
Module 3 · Lesson 4 · by the end of this lesson
You have two finished, filmable ad scripts of your own, written on the seven-beat spine, with the on-screen text marked and the final line written.
Module 3 · Lesson 4 · the shape of this lesson
Module 3 · Lesson 4
01
Before we start, one thing about how this gets judged, because it changes what you write
Module 3 · Lesson 4
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Beat three, the list or the mechanism
Module 3 · Lesson 4
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Beat four, the proof, and this is the beat people get wrong
Module 3 · Lesson 4
04
Say you are a commercial cleaning company
Module 3 · Lesson 4 · the worksheet for this lesson
W3.4WRITE TWO SCRIPTS OFF OURS
OBJECTIVE
Two filmable scripts. Written on the spine, timed out loud, on-screen text marked. You cannot complete this by thinking about it, you have to say it with a stopwatch running.
Do this whole sheet twice, once for Script A and once for Script B.
=== SCRIPT ___ (A or B) ===
Which script are you using as the spine? Tick one.
1, The Two You Don't Know About (list structure)
2, Sixty Hours (unit of loss)
3, Stop Buying More Leads (negate the assumed problem)
4, If I Had To Start Again (spend the credential)
5, [YOUR REGION], This One Is For You (territory call-out)
6, Same Ads, Different Aftermath (named proof)
7, The Ones Who Already Said Yes (relocate the opportunity)
8, The Waiting Ad (do not wait)
BEAT 1, Call-out (from worksheet M3-03, word for word):
BEAT 2, The uncomfortable claim. One sentence that predicts something true about them before they have told you anything.
BEAT 3, The list or mechanism. Name the parts, one line each. Minimum three, maximum five.
1.
Continues. Full worksheet in the resources below this video
Module 3 · Lesson 4 · you leave this lesson with
Two complete ad scripts saved in the member's swipe doc, each with hook, body, on-screen text cues, CTA and closing line, ready to be read to camera in lesson 5.
Worksheet 3.4 is in the resources below this video
5
Module 3 · Lesson 5
Film It On Your Phone
11 min
ON SCREEN: Start on face, filmed in exactly the setup being described, and say so. Then a second angle showing the actual physical setup: phone leaning on a laptop, window to the side. Then screen share the phone screen for the trim and the text overlay. End on face.
Module 3 · Lesson 5 · by the end of this lesson
You have two videos filmed on your phone and cut into the lengths you will actually upload, with no editing software and no equipment bought.
Module 3 · Lesson 5
01
Here is the whole rig from the side
Module 3 · Lesson 5
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One more thing and it is the highest return five minutes in this lesson
Module 3 · Lesson 5 · the worksheet for this lesson
W3.5FILM IT ON YOUR PHONE
OBJECTIVE
Get the footage. This sheet is a pre-flight and a post-flight. Fill the top half before you press record and the bottom half after, from your actual camera roll.
STEP 1, The room (before you film)
Which room are you filming in?
Where is the window relative to your face? Tick one.
To the side (correct)
In front (correct)
Behind me, move. You will be a silhouette.
No window, what is your light source instead?
Is the floor carpeted or the room soft-furnished? [ ] Yes [ ] No, find a softer room
Air conditioning / fan / fridge hum switched off? [ ] Yes
Phone lens at or slightly above eye line? [ ] Yes
Orientation: [ ] Vertical [ ] Landscape, turn it
What is the phone propped against?
Where is your script going to be, so you can read it without looking away from the lens?
STEP 2, The takes (after you film)
SCRIPT A
Number of takes recorded:
Which take number are you keeping?
Continues. Full worksheet in the resources below this video
Module 3 · Lesson 5 · you leave this lesson with
Two filmed ads exported off the phone: for each script, one full cut at 36 to 47 seconds and one short cut at 20 to 26 seconds. Four video files minimum, plus six recorded call-out openers.
Worksheet 3.5 is in the resources below this video
6
Module 3 · Lesson 6
Launch, and What You Watch
11 min
ON SCREEN: Screen share Ads Manager: uploading video at the ad level, filling the copy block, previewing the ad, running the checklist, then hitting Publish live on camera. Then screen share the columns setup and the judging card. End on face for the handoff.
Module 3 · Lesson 6 · by the end of this lesson
Your campaign is live and spending, and you have a judging card that tells you exactly what to kill, when, and what to leave alone.
Module 3 · Lesson 6
01
Primary text, paste your locked copy block from lesson three
Module 3 · Lesson 6
02
Pixel fires on all three funnel pages
Module 3 · Lesson 6
03
But here is the honest part, and I would rather you heard it from me than found out in month three
Module 3 · Lesson 6
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Here is what happens next and I want you to be ready for it
Module 3 · Lesson 6 · the worksheet for this lesson
W3.6LAUNCH, AND WHAT YOU WATCH
OBJECTIVE
Get live, then stay out of your own way for 72 hours. Part A is a gate. Part B is a log you fill in over the following two weeks.
=== PART A: THE GO-LIVE GATE ===
Every box must be ticked. Until all of these are check marked, we do not launch.
Pixel fires on opt-in, VSL and booking pages
Lead event verified in Test Events (date fired: )
Payment method approved on the ad account
Objective = Leads
Conversion location = Website
Conversion event = Lead
Detailed Targeting box is EMPTY
No lookalikes or custom audiences attached
Daily budget is (must be 40+)
Start date is tomorrow or later:
4 ads built
Identical copy block on all 4 (checked word for word, not from memory)
Every destination link clicked in preview and landed on a live page
I submitted my own funnel form today and the lead arrived in my pipeline
Contact name used: Time it arrived:
List your four ads by name and what each one is:
Continues. Full worksheet in the resources below this video
Module 3 · Lesson 6 · you leave this lesson with
A live Meta campaign, published and spending, with a minimum of four ads running against one broad ad set, and a saved custom column set in Ads Manager for judging them.
Worksheet 3.6 is in the resources below this video
7
Module 3 · Lesson 7
The Ten Ad Templates, Filled From Your Offer Sheet
12 min
ON SCREEN: Face for the first ninety seconds. Then screen share with the ten templates on the left and your own Offer One-Pager on the right, filling one in live, slot by slot, so they watch the mapping happen. Back to face for the close.
Module 3 · Lesson 7 · by the end of this lesson
You have three finished ad scripts, written into three of the ten templates, using only the words already on your Offer One-Pager and your Decision Maker Map. Nothing invented on the spot.
Module 3 · Lesson 7 · the shape of this lesson
Module 3 · Lesson 7
01
Every slot in these templates is already answered on your Offer One-Pager
Module 3 · Lesson 7
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Take one from the top three
Module 3 · Lesson 7
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Take one from the middle
Module 3 · Lesson 7
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Take one from the last two
Module 3 · Lesson 7
05
One. The call-out stays first
Module 3 · Lesson 7
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Two. Keep your own words
Module 3 · Lesson 7
07
Three. Do not mix two templates
Module 3 · Lesson 7 · the worksheet for this lesson
W3.7YOUR THREE ADS
OBJECTIVE
Turn your Offer One-Pager into three finished, filmable scripts without writing anything from scratch.
STEP 1, Your slots, copied once
Copy these off your Offer One-Pager and Decision Maker Map. Every template pulls from this block, so you only do it once.
Slot Your answer
CALL-OUT (from lesson 3)
WHO IT IS FOR
THE PROBLEM, THEIR WORDS
THE OUTCOME, with a number and a timeframe
PILLAR 1
PILLAR 2
PILLAR 3
PROOF, only if you can screenshot it
THE ASK
STEP 2, Choose three
One from templates 1 to 3, the workhorses
One from templates 4 to 8, the pattern interrupts
One from templates 9 or 10, the warm ones
Template number and name
My control
Continues. Full worksheet in the resources below this video
Module 3 · Lesson 7 · you leave this lesson with
Three completed ad scripts in your own words, ready to film in the next lesson block.
Worksheet 3.7 is in the resources below this video