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com
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Module 1 Worksheet
Congratulations for completing Module 1!

This worksheet is an easy way to

help you gain a deeper understanding
of the concepts we’ve discussed in the module.
 Review of Key Concepts
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Why Facebook Ads Are Terrific

Facebook has over 1 billion users. It’s a massive market.
Facebook has a lot of information that people willingly provide,
giving you the opportunity to target the exact people you want to reach.
Facebook Ads have viral potential – people can like,
comment and share your ads.

Comparison to Other Traffic Sources

• Facebook should be every marketer’s bread and butter.

• No other ad platform is as highly targeted, easier to use,
has as many people on it or has the same viral potential
than Facebook Ads.

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How Facebook Ads Work

CAMPAIGN STRUCTURE

Campaign
(objective is set here)

Ad Set Ad Set

Ad Ad Ad Ad

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 How To Choose The Right Objective
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Objective is set at the campaign level

Breakdown of objectives by stages of the funnel:

Awareness Consideration Conversion

• Brand awareness • Traffic • Conversions
• Local awareness • Engagement • Product catalog
• Reach • App installs sales
• Video views • Store visits
• Lead generation

Compliance

• Compliance is simply following Facebook’s advertising rules

and guidelines.
• Compliance is important with Facebooks Ads and shouldn’t be
overlooked.
• Facebook prioritizes user experience.
Create ads with compliance in mind.
• Err on the side of caution. Facebook penalizes and even bans
accounts that are not compliant.
• When in doubt, look it up.
• Ads can be both highly effective AND compliant.

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 The 5 Steps to Facebook Success
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STEP 1 STEP 2 STEP 3

Funnel The Ad Landing Page

STEP 4 STEP 5

Targeting Optimization

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• A funnel is the buying process that companies lead customers
through when purchasing products/services.
• Customers are like any relationship – you have to warm them up
and build credibility.
• Buying is a gradual process. Just shoving offers in people’s faces
doesn’t work.
• Something as simple as clicking your ad or giving you their email
address is a micro-commitment that brings people along your funnel.

Step 2: Landing Page

• A landing page is the page someone reaches when they click your ad.
• Facebook also checks landing pages for compliance.

Step 3: The Ad

• With Facebook Ads, you have to stop people and entice them.
This is different than Google Adwords, for example, where people are
already searching for what you’re offering.
• It’s vitally important to catch attention and provide value.

Step 4: Targeting
• Targeting is selecting the specific customers you want to sell to.
• Targeting is what differentiates Facebook from every other ad platform.
• Facebook Ads allow you to target the EXACT people you want to reach.

Step 5: Optimization

• Track and tweak your ads for best results.

• Facebook Ads Manager makes it easy to test, measure and adjust.
• If you don’t track your metrics, you’re shooting blind.

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 Module 1 Challenge
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In your Facebook News Feed, find an example of a Facebook Ad that catches
your attention. Then answer the following questions:

What does the ad look like? (Video? Image? What does it say?)

What is the purpose of the ad or the offer presented?

How did it catch your attention?

Click the little “v” button in the upper right corner of the ad.
Then click “Why am I seeing this?” to see the targeting of the ad.

What is the targeting? Why are you seeing the ad?

Now click the link in the ad to visit the landing page.

What does the landing page look like? (Is it a sales page?
Is it a piece of content? Does it have an opt-in form? Is there a video?)

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Is the landing page congruent with the ad?
(The offer, color scheme, tone of voice…etc.)

Is there a funnel here? Does it seem like there is a certain goal that the ad
and landing page are leading you to?

If there is a funnel, what kind of product or service is at the end of the funnel?
( You may have to do something like opt-in with your email address to find
this out. Use your own discretion here.)

Now start applying this kind of thinking whenever you see a Facebook Ad.
Think like a marketer and strategically dissect the ads you come across.

If you want to go the extra mile, you can create a swipe file and screenshot
Facebook Ads that strike you as particularly good or bad. This will be
tremendously valuable for you in the future.

See you in the next module.

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