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eCom Success Academy Training Module 3

August 16, 2020

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eCom Success Academy- The COMPLETE Review

FACEBOOK TRAINING
This is an in-depth review of eCom Success Academy's Training Module 3 by Adrian Morisson. This module deals exclusively with the important role that Facebook plays in dropshipping.


FACEBOOK TRAINING

Total Videos: 79
Video length: 18 hours 12 minutes

Lesson 53 - Business Manager Overview

This is a simple overview video of what to expect inside FB Business Manager. Business Manager is where marketers go to set up their Advertising Campaigns, Manage their Ad Accounts, Get Data etc. 

Adrian walks you through the setting up process, and promises to only show the most important and essentials tools that you need for your business. (There is a lot you can ignore).

Lesson 54 - General vs Niche Fan pages

Adrian answers one of the most commonly asked FB question:

Which type of fan page do you choose?

Adrian lists the pros and cons of both types and tells you when to use which one.

Video - FB Dash Overview

This is not a long video and is really just a basic overview of the FB Business Manager Dashboard. 

Adrian focuses on the Ads Manager. It's a useful video if you are new to FB Ads.

Video - FB Ad Overview

This is an essential first video for someone who has never done a FB Ad. 

Adrian shows you how to set up a New Campaign and gives a quick overview of the FB Pixel.

Adrian focuses on the Ad Set and shows you what to select and what to ignore.

The last step is setting up your Ad Identity, Ad Format, adding Ad Media and finally creating Ad Links. 

Lesson 55 - Creating Your First Fanpage

Once again, this is a must watch video for someone who has not created a FB Fan Page before. Adrian explains the process very clearly and it is easy to implement. 

Lesson 56 - Fanpage Settings Overview

Once again, Adrian rightly states that there are tons of unnecessary settings in the dashboard. In this video he helps you to set your FB Fan Page to its optimum settings. There are some very important settings that you have to set up correctly.

These include:
  • Visitor Posts
  • Messages
  • Age Restrictions
  • Page Moderation
  • Profanity Filter
  • Comment Ranking
Adrian discusses the importance of each one and then goes "live" onto a Fan Page and shows you exactly what to do. This is very important and not many courses covers the Business Page / Fan Page settings in such depth.

This is a very useful lesson.
  

​Lesson 57 - Moderation Tools

Adrian delivers with yet another lesson that suggests a tool that doesn't get covered in other courses. This time he introduces you to the Fan Page Moderation Tool.

The Moderation Tool enables you to hide:
  • Negative reviews
  • Competitor keywords (links to or mentions of similar products on Amazon / Wish / AliExpress)
  • Money keywords (people posting cheaper prices of your product that can be found elsewhere)
  • Shipping keywords
  • Order Status keywords  
You don't want to manage comments that deal with orders and price and order status etc. on your comments feed.

Lesson 58 - Call To Action Tool

Adrian walks you through the different Call to Action buttons that are available on your FB Fan Page Dash.

There are a couple of options, but Adrian suggests the Contact button.

Adrian then also suggests an app that you can install via the Shopify App Store to help manage all your FB Fan Page comments and/or emails. 

This is a useful tool to have when you have more than one Fan Page. For example, it takes all the responses from your Contact buttons and sends it to one place for easier access.  

Lesson 59 - Comment Engagement Tips

Adrian explains the importance of engaging with your "Fans", especially when they ask questions or have negative remarks about a product on FB. 

Adrian shows a "live" example of a product and gives some tips on how to engage with "fans".

He also points out the importance of the Keyword Moderation Tool again and shows some examples of where negative comments can drive sales away. 

Lesson 60 - Using Gifs For Viral Content

This lesson shows you how to use animated .gif images on your FB posts.

These images are readily available on the internet and are super easy to upload onto a page or post. Adrian shows you where to find them and exactly how to post them.

Simple.

But effective.

Lesson 61 - How Often To Post & When

Adrian offers some advice on FB Posts.

He suggests you post:
  • at least once a day and
  • post at different times
Content tips:
  • Switch up the content you post every day
  • Use images, memes (not too many), .gifs, and videos
  • Rotate them regularly. For example, don't stick to a meme every Monday
  • The more you post, the more people are aware of you

TOP TIP: Use .gifs often...

Lesson 62 - Page Post Ads Pros & Cons

Adrian says that Page Post Ads are one of his favorite types of ads to run on Facebook. 

He shows you an example of what they look like and then discusses the Pros and Cons of this type of ad.

The Pros:
  • Huge image size allowed (1200 x 1200px)
  • Tends to get good social engagement
  • Can get viral traffic
  • High click-through rates
The Cons:
  • Images are not clickable (can't add links to the pic)
  • People miss the CTA (Call To Action)

Lesson 63 - Writing A Page Post Ad

Adrian shows you how to write a page post ad using short copy. 

The most important part of this lesson is where he takes you into the FB Ad Manager and creates the Ad Campaign. 

Adrian shows you how to:
  • Choose your campaign objective according to conversions
  • Do Ad Set settings according to: 
       - audience
       - budget
       - and schedule

This is a great video for first-time FB Ad marketers.

Lesson 64 - Link Ads Pros & Cons

Adrian shows you an example of a Link Ad and discusses the pros and cons. 

The Pros:
  • More clicks to your site
  • Strong CTA - "Shop NOW!"
  • Less comment management
The Cons:
  • Smaller image (1200 x 628px)
  • Less post engagement, so less chance of going viral
  • Lower click through rates than Page Post Ad

Lesson 65 - Writing A Link Ad

Adrian walks you through the steps of setting up your Link Ad.

It's basically the same process as for the Page Post Ad.

Lesson 66 - Right Column Ad Pros & Cons

Right Column Ads are the ads you see on the right hand side of your personal FB Home feed. Adrian explains the pros and cons for them.

The Pros:
  • Very cheap traffic
  • Strong CTA - "Shop NOW!"
  • Less comment management
The Cons:
  • Smallest image size for ads on FB
  • Not native. Because it is on the right hand side, it leads to "banner blindness".
  • Much lower click-through rates
  • Much lower conversion rates

Lesson 67 - Writing A Right Column Ad

Adrian walks you through the steps of setting up your Right Column Ad.

By now you should be an old hand at this. It's the same process as for the Page Post Ad.

​Lesson 68 - Carousel Ads Pros & Cons

Adrian introduces you to Carousel Ads and discusses the pros and cons.

Lesson 69 - Writing A Carousel Ad

Yup.

You guessed it.

Same process setting it up as the Post Ad. With ...

Video - Animated gif Ads

Adrian tell you why you should use animated .gif ads. The advantages are:
  • Feature multiple products in one ad
  • Can use 1200 x 1200px
  • Pattern interruption for higher CTR
  • Leads to higher conversion rates

In this lesson, Adrian shows you how to create a .gif ad. This is a great lesson and not something covered in other courses (even though it is SO simple).

Video- Write a Gif Ad

Adrian once again walks you through the entire process of setting up your ad in the FB Ad Manager. 

​Video - Secret Video Ads

Adrian discusses the advantages of creating and utilizing Video Ads. They include:
  • Feature multiple products in one ad
  • FB LOVES video
  • Professional looking
  • Can build custom audiences 

Video - Create A Video

For the last time, Adrian walks you through setting up your Ad Campaign for a Video Ad. 

Video - Write Video Ads

Adrian shows you how to put Video Ads together and how to load them onto your Fan Page.

It's a valuable weapon to have in your arsenal and Adrian makes it easy to follow and implement. 

Video - Ad Placements

Adrian shows you the different Ad Placement Options. They are the Facebook Feed (mobile/desktop), FB Right Column, Instagram and Audience Network. 

Adrian also teaches you how to properly set them up.

​Lesson 70 - Website Conversion INTRO

This lesson deals with FB Ads that are optimized for Website Conversions. Adrian shows you how to set it up in your Ad Manager.

Using this type of ad, you are using Facebook itself to optimize your ads and getting them to the best possible audience.

This is done through your Facebook Pixel, which makes it essential for you to set it up correctly. 

The advantages of the Pixel are that:
  • your ads get smarter the longer they run
  • eventually you will need very little targeting
  • it's a long term ad strategy that pays off.

Lesson 71 - Website Conversion DEMO

In this lesson, Adrian builds a FB Ad Campaign that is optimized for conversions. He shows you first-hand from start to finish how to set it up.   

​Lesson 72 - Clicks To Website INTRO

This lesson deals with FB Ads that are optimized for Clicks to Website, where your consideration is traffic.

This means you use precise targeting to aim for a higher CTR (Click Through Rate) that builds audiences fast.

This is more of a short-term strategy that is perfect to build and expand your FB Pixel.

Lesson 73 - Clicks To Website DEMO

In this over-the-shoulder video, Adrian shows you exactly how to set up a Clicks to Website campaign.  

Lesson 74 - Precise Targeting

Adrian quickly walks you through the different types of FB Targeting: Zero targeting (FB Pixel), Look-A-Like Targeting, Broad Interest Targeting, and Precise Interest Targeting. 

This lesson deals with Precise Targeting where you:
  • target smaller audiences between 100k to 2 million. 
  • Use more keywords in order to scale.
  • Build larger keyword lists.

You use Precise Targeting when you are new to FB Ads. They have a high conversion rate and lets you break into new niches.

Lesson 75 - Broad Targeting

With this type of FB Ad Targeting:
  • you focus on massive audiences of 3+ million 
  • It offers almost unlimited scaling
But, it does have lower conversion rates.

However, with a mature FB Pixel paired with a Website Conversion Ad, Broad Targeting can be successful.   

Lesson 76 - Behavior Targeting

Behavioral targeting lets you target people based on their "behavior" both on and off Facebook. These behaviors include information gleaned from their device usage. which includes FB Activity, Purchases, Travel Preferences, Places Visited etc. 

Some of these detailed targeting behaviors include:

​Video - Demographic Targeting

In this lesson, Adrian shows you how to set up detailed targeting based on demographic options. 

The Demographics Tool let's you do very specific targeting based on:
  • Education
  • Ethnic Affiliation
  • Financial details
  • Generation
  • Home
  • Life events
  • Parents ​
  • Politics (US)
  • Relationship
  • Work
Each of these options have sub-sections where you have further options. Education for example, is broken down into Education Level, Fields of Study, Schools, and Undergrad Years. 

Combined with Behavior Targeting, these are very powerful tools to enable you to precisely target certain niche audiences.  

Lesson 77 - The 4 Phases of Targeting

Adrian states that you need to go through all four of the Types of Targeting in order to build your pixel.

He calls this the 4 Phases of Targeting, starting with 
  1. Precise Interest Targeting, followed by
  2. Broad Interest Targeting, then
  3. Look-A-Like Targeting and finally
  4. Zero Targeting, where the FB Pixel does all the work for you.  
Note: This is the best method on how to build your FB Pixel that I have come across. Other courses mention the Pixel and how to use it and install it, but no one really gives you a method on how to BUILD the PIXEL so that it works optimally. 

Lesson 78 - Keyword Mining Strategy

This is another precise or detailed targeting method, where Adrian shows you how to use keywords to further target audiences.  

He used an example of "nurses" in the USA. Initially, it had a potential audience of 4.5 million people. With the use of keywords, Adrian got the potential target audience down to 3.1 million people.  

Lesson 79 - Custom Audience Targeting

This is a very short lesson where Adrian shows you how to re-target audiences that have either bought or interacted with your store in the past.  

Lesson 80 - Lookalike Audience

Adrian shows you how to set up an ad campaign for audiences similar to previously targeted audiences.

If you've had success with a previous audience, then this is a simple way to copy that campaign and target a Lookalike Audience. 

Lesson 81 - Intersected Keyword

Adrian introduces this tool to help you if your ads are not converting to sales very well.

He explains that in targeted niches, there will be niche overlaps. For example, if you sell a coffee mug with a cat on it, you have to appeal to people who like coffee and cats.

Facebook however, simply groups people together that like coffee, AND people who like cats, not necessarily the niche you're after that likes BOTH coffee and cats.   

Your ads will thus target a broad audience who might only like one aspect of your product.  

This tool allows you to target people who like cats AND coffee. 

Adrian shows you how to narrow down your audience inside your FB Ad Manager using targeted keywords. 

This is a great tip! (But something that could have been introduced earlier..?)

Lesson 82 - Audience Overlap Tool

The Audience Overlap Tool allows you to take two or more (up to 5) audiences and find the percentage of overlap between them.

It's very similar to the Intersected Keyword method, but instead of focusing on keywords, you focus on audiences. 

Lesson 83 - Facebook Audiences INTRO

This is a quick overview lesson of Facebook Audiences. 

Adrian introduces you to the three different types and explains what each of them are.

To me it is a strange place in the Facebook training to introduce Audiences, especially since they have already been used when creating FB Ads.

I would have introduced them much earlier, but that's just my opinion...   

Lesson 84 - Standard FB Audiences

In this lesson, Adrian quickly discusses the Saved Audiences Tool in FB Ad Manager. 

The tool lets you basically create a template audience for your Ad Set, that you can set up at a touch of a button and edit as / if you need. 

Lesson 85 - Custom Audiences Overview

Custom FB Audiences are basically lists of people who have visited your page or site. 

Adrian explains that there are two main types of Custom Audiences:
  1. Product clickers
  2. Niche clickers
There are two main uses for these Custom Audiences:
  1. Re-targeting Ads for a product
  2. Target past clickers or buyers with new products 

Lesson 86 - Creating A Custom Audience

Adrian takes you through the steps of creating your custom audience.  Custom audiences are great for re-targeting and re-marketing. Adrian walks you through the easy to set up process.

Lesson 87 - Lookalike Audiences

Adrian describes Lookalike audiences as a more advanced way of marketing on FB and takes a bit of time (couple of weeks) before you can create them. 

FB takes info from people who have visited your Fan Page or website, or bought from you and keeps all this info. FB then compares your visitors' info against other people with similar info and creates a Lookalike Audience for you.  

The great thing is that FB automatically creates the new target (Lookalike) audience for you.

Lesson 88 - Create LAA From CA

In this lesson, Adrian specifically focuses on Lookalike Audiences based on visitors to your website or bought a specific product. 

Adrian dives back into the FB Ad Manager dash and shows you exactly how it is done.  

Lesson 89 - Create LAA From Fanpages

Adrian teaches you how to create a Lookalike Audience based on visitors who clicked "like" for something on your Fan Page.  Unfortunately, he doesn't take you to the Advanced Options...

Lesson 90 - Advanced LAA

The goal of the Advanced Lookalike Audience, is to ELIMINATE any audience overlap from your campaign.

This method lets you target the "sweet spot" and does not waste your money on targeting people who fall outside of your specific target audience.   

Once you've eliminated Audience Overlap you should be able to:
  • increase your conversion rate
  • saves money from double targeting

Video - Audiences (Video Views)

Adrian states that this might be the most important video in the FB training. This strategy is extremely valuable long term. 

FB Video Ads create custom audiences automatically. As soon as someone views at least 3 seconds of your video, then they are considered an "Engaged Viewer". 

FB even "tiers" these viewers for you according to the amount of time or percentage of the video they have watched. 

FB builds custom audiences for you to re-target and re-market to.  

Adrian shows you where to access this information and how to best utilize it. 

Lesson 91 – What Is The FB Pixel

This lesson revisits the FB Pixel and tells you why it is SO important to set it up and use it. 

There are several reasons why you need the FB Pixel, most notably because it helps you with:
  • Conversion Tracking
  • Optimization of your bids
  • Re-marketing

The FB Pixel has been mentioned so many times before, it is strange to find the FB Pixel Introduction so late in the FB Training.

The Facebook Pixel should be the FIRST thing you set up before starting any Ad Campaigns...

Lesson 92 - Where To Find Your FB Pixel

Adrian shows you exactly where to find the FB Pixel and set it up.

Lesson 93 - Put Pixel On Your Store

In this lesson, Adrian expands on the advantages and uses of the FB Pixel.

He then shows how to install the Pixel on your Shopify website.

One of the methods is an app that takes care of the manual installation for you.  Easy as pie!

Lesson 94 - Pixel Events

The FB Pixel can optimize your ads based on Pixel Events.  

The most common "events" that can be used are based on:
  • View Content on you product pages
  • Ad To Cart on your shopping cart page
  • Purchase on your Thank You Page following a purchase.

An event will generally need 100 "fires" before it starts to show an increase in performance - it gets "smarter" the more it "fires". 

Lesson 95 - Optimizing Pixel Events

In this lesson, Adrian goes into more detail on each of the three FB Pixel Events. He explains what each one does and how it benefits you. 

A great benefit of the FB Pixel is that it eventually does all your research for you and can start a FB Ad Campaign at the press of a button, even taking care of the bidding for you! 

Lesson 96 - FB Reporting Columns - Video 1

Adrian shows you what to expect when you open your FB Manager dash and you start to have data there waiting for you.

I know the first time I saw all those rows of data I kind of panicked because I didn't know what was what. This is thus a great video tutorial on what to expect and how to read the Ad Data thrown at you. 

A good point is that in the default view, you actually don't see how much money you've made from you campaign(s) - it only shows what was spent. 

Adrian shows you how to customize these data columns optimally.

Based on his suggestion, you can see the
  • Reach of your Ad​
  • How many times it was viewed
  • How many products were Added To Cart
  • How many actually purchased
  • The Ad cost per product sold
  • The total amount spent on the campaign
  • The amount of money you made
Based on this data, you can quickly tell which campaigns to kill and which ones to scale.

GREAT TIP!

Lesson 96 - FB Reporting Columns - Video 2

In this lesson, Adrian dives deeper into data mining and understanding the data displayed by the FB Pixel.

Lesson 97 - Free + Shipping Copy

Adrian gives a real-life example of one of his product ads and breaks down the ad copy for the FREE + Shipping Ad type.

Lesson 98 - Retail Product Copy

Adrian uses the same product from the previous video and shows how he changes the copy to suit a Retail Product Ad.

Lesson 99 - Your Daily Budget

Unlike some of the other FB Marketing gurus that choose an aggressive bidding campaign, Adrian feels the best method is "Limited and Calculated Risk". 

He explains how to implement this method and how to judge its performance before you kill or scale.

Lesson 100 - Bidding Strategy Overview - Video 1

Adrian explains some manual bidding strategies based on optimization for:
  • impressions /reach OR
  • for more conversions.
Adrian explains why he only uses one of them...

Lesson 100 - Bidding Strategy Overview - Video 2

This is basically a rehash of Lesson 94 and 95 dealing with the FB Pixel and how it automatically bids for you. 

Lesson 101 - View Content Optimization

Adrian explains how to optimize ads for View Events using the FB Pixel and tells you when to use this option. 

Adrian shows you where and how to set it up in your FB Ads Manager dash.

Lesson 102 - Add To Cart Optimization

It is very much the same process as Optimizing for View Content, you simply choose the Add to Cart option.

Adrian also explains when you would be using this option and what the benefits are.

Lesson 103 - Purchase Optimization

In this last lesson on FB Pixel Events, Adrian goes through the advantages of this event option and when you should use it. 

He also shows you how to set it up.

Lesson 104 - Bidding Strategy Case Study

This lesson is a case study on a website conversion ads, optimized for all three events.

Adrian follows a specific strategy to get the ad conversions at its optimal success level.

Video - Bidding Strategy - Conversion Windows

Adrian stresses again that it is no longer necessary to do manual bidding as FB can very accurately do it for you (of course, this supposes that your FB Pixel is firing on all cylinders...).

The more conversions you have, the more accurately FB will target audiences for you. 

Adrian shows you how to optimize ad delivery based on conversions inside the FB Ads Manager. 

Lesson 105 - Judgement Frames Intro

This is a method you can use to judge whether you should kill or scale an ad set. 

These frames are based on stats from "today", the past 7 days and the past 30 days.

Adrian shows you how to apply the different frames data to your ads. Based on this data, you kill or scale.

Lesson 106 - Judgement Frames Case Study

This lesson is a practical example of how to use the different time frames on an ad set. 

Lesson 107 - Thrust Scaling

Adrian introduces a "formula" whereby you can "push your ads to the limit" with calculated risk. 

With this method you aggressively scale your ads over a 24 hour period, which can lead to massive profits.

Adrian walks you through the setup and implementation in great detail.

It's important to note that the method consists of three detailed phases and there is a schedule you need to keep to. 

Lesson 108 - Facebook Reports Tool

Adrian shares a great tool to use if you're on a budget and you cannot afford to do many split tests. 

According to the breakdown data, the tool quickly shows you which "priorities" are successful and which are not. You can quickly tell which ones to scale and which ones to kill. 

Lesson 109 - Precise vs Broad Split Test

Adrian shows you how to break your split testing down into 5 priorities in order to determine the success of your ad set. The first is Precise vs Broad Targeting.

Despite what you might hing, Precise Targeting isn't always the most successful, which is why you need to do a split-test to determine the "winner". 

Lesson 110 - Male vs Female Split

The Second split testing priority is male vs female.

Sometimes a campaign can turn profitable simply by targeting the gender that shows the most conversions and best ROI.

Lesson 111 - Mobile vs Desktop Split Test

The Third Priority is split testing according to the device. 


Lesson 112 - Age Group Split Test

Priority 4 is split testing according to age groups according to ten year increments.

Different age groups will react differently to your ads and you should be very aware of the age groups and the difference they make to your ROI.

The results will always vary and might surprise you.   

Lesson 113 - ROI SQUEEZE

Adrian stresses that the FB Reports Tool is invaluable and will show you where you are losing money (where you never thought to look...) 

In this video he dives deeper into things that have a direct influence on your Ad ROI.

Adrian uses the Breakdown Option according to Placements and Devices as an example, where mobile users are broken down to those using Apple vs Android.

With this specific campaign, the clear winners were Android Smartphone and iPad users in terms of ROI.

Lesson 114 - SCORCH THE EARTH!

This is an advanced split testing method that has brought Adrian a lot of success. 

For this method, you need:
  • to be a more advanced marketer
  • you will need an extra tool/app
  • you will need a bigger testing budget 
This tool allows more precise conversion targeting.

Adrian walks you through setting up an ad campaign via this app. 

Lesson 115 - Create A Campaign in 10 Minutes

In this lesson, Adrian creates a "live" ad campaign with targeting and everything else you should be doing in ten minutes. 

This video is basically a 10 minute culmination of the previous 18 hours of video. 

FACEBOOK TRAINING: Total Videos = 79. Video length: 18 hours 12 minutes



FACEBOOK TRAINING -
My Key Takeaways 

Despite being extremely long this is a good module on all things Facebook.


eCom Success Academy has a few hidden gems that you won't find elsewhere.


But, is it worth sitting through 18 hours of lessons though? Probably not. In my opinion it could easily have been halved.


Highlights:

Lesson 77: This is the best tutorial on how to build your FB Pixel that I have come across. Other courses mention the Pixel and how to use it, but no one really gives you a method on how to actually BUILD your PIXEL.


Adrian's introduction and use of the FB Reports Tool is also very good and not covered in other courses.

CONTENT QUALITY 80%

Content: 8.5/10 Adrian does a great job of introducing new dropshippers to FB Marketing. 

He covers a few different Ad Campaign options and targeting methods.

OVERALL 80%

OVERALL IMPRESSION OF FACEBOOK TRAINING

This is a very bulky training module and feels as if it takes forever to work through. The information though is very necessary if you are just starting out. For beginners, the content is very thorough. 

However, I feel that the course content does not cater for intermediate or advanced dropshippers looking to up their game. 

As a beginner, you might be happy with this training module, but a few months down the line, you might feel differently...


Lead Generation is my #1 Online Business Choice 
(IMO Less Hassle Than Selling Physical Products)
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