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Facebook Ads Academy & Everlasting Ad 21-Day Challenge – Keith Krance Review

October 13, 2020

Keith Krance is somewhat of a legend among FB advertisers.

He has worked with some of the greatest name in the entrepreneurial world, guaranteeing them fantastic ROIs, no matter the niche or kind of business.

Prior to transitioning 100% into the digital marketing world, Keith was an airline pilot for Horizon Air (subsidiary of Alaska Airlines) for 6 years, racking up over 4,000 hours.

Some hot names of people who have benefited from his advertising genius?

Entrepreneur legend Frank Kern, bestselling author Steve Harrison, and podcaster John Lee Dumas, of Entrepreneurs on Fire fame

He is also the CEO of Dominate Web Media, a full-service agency, consulting, and online education company specializing in helping businesses scale their marketing and increase their reach by using strategic Facebook Ads, retargeting, and tapping into all the hottest online media channels and social media marketing platforms.

Keith is also the author of The Ultimate Guide to Facebook Advertising, the bible of FB advertising that everyone more or less has started with.

People who work at FB are encouraged to study his book to learn the ins and out of advertising on their platform, so he must be doing something right.

Keith is also the host of the top-rated podcast Perpetual Traffic published by Digital Marketer, along with co-hosts Molly Pittman and Ralph Burns.

He really has made it a point to put all of his knowledge out there and he really seems to be the go to person when it comes to FB ads.

During the last couple of years, Keith has launched his own FB advertising course, so that he could impact more people, and not only those wealthy enough to hire him for their campaigns.

The course is called Facebooks Ads Academy, and it's your chance to 'go elite & discover how to build our own perpetual traffic, leads & selling machine, guided by the best FB/IG ads experts on the planet. 

Facebook Advertising is grossly under-priced and everyone here should move as much of their money into the platform as they possibly can', says Keith.

In this course, Keith really tries to start with the basics and update your knowledge to the more cutting edge FB Ads techniques that he is implementing with clients such as Brendon Burchard..

If you don't think that you are too savvy to start the Academy immediately, but want to brush up on your advertising skills before you do so, Keith also offers what is called a 21 Day Everlasting Ad Challenge, whose scope is very clear:

'Get ONE good long copy ad and ONE good video ad running and converting cold traffic into customers who love you', by spending only 20/30 minutes a day of 'laser focus'.

The review of both courses have been strangely lacking, so I thought I would go through both of them and let you readers know if they are worth it or not, by giving you my usual honest opinion.

As usual, I am not an affiliate to Keith's courses, and will not make a dime whether you choose to enroll or not:

I just want to provide good info on interesting services and courses.

So in the following reviews, I'm going to go into details and will be answering the questions that you really want to know the answer to.

No messing around.

  • Are these courses better than other Facebook Ads Courses out there? 
  • Do the courses deliver what they promise?
  • Is Keith Krance a scam?
  • Most importantly, how much do the courses cost? And are they worth the money?

But before I start these in-depth reviews that will cover every aspects of the courses, a little bit about me..

A lil bit about me... My name is Ippei...

Only until 6 years ago, like many of the people reading these reviews, I was working in a corporate job from 9 to 5.

Not only was it soul-crushing, but it didn't give me any time to pursue my bigger goals I was dreaming of.

That was until I discovered a method to rank sites organically, generating free leads for my clients.

That website you see above, for the tree care company, I created that site in 2015, and since then I haven't had to touch or update it:

It has gained me a passive income of $2000 a month.

That's more than $100,000 for one site, in 5 years.

That's the magic of the Lead Generation business, it's by far the best model to generate passive income. If you want to know more, just hop over here!

But enough about me: time for an in-depth review of the Facebook Ads Academy and the Everlasting Ad 21 Day Challenge!

Facebook Ads Academy

The advertisement to the course promises to 'leverage the power of the DWM's Elite Online Training Programs like Facebook Momentum for beginners, or the Dynamic Diagnostic System smart knowledge base , while enjoying Ongoing Support & Updates. 

You will also be taught by Facebook Advertising Experts who have overseen $100 Million in Ad Spend in more than 50 countries.

In an ever-changing world like that of FB Ads, you will also benefit from live updates on Facebook & Instagram strategies & tactics from the DWM Team, advisors, and agency team.

Seems like a pretty neat offer!

Facebook Ads Academy Perks

  • Facebook Momentum Courses - ALL 3 Tracks FREE: Local, Digital, and eCommerce.
  • Dynamic Diagnostic System.
  • Exclusive Access to DWM's Advanced Private Facebook Group.
  • Behind the Scenes Updates from our Partner Manager at Facebook Corporate.
  • Access to 50+ Recorded Webinars & Hot Seat Sessions with Epic Entrepreneurs Crushing It.

Dynamic Diagnostic System

The DDS is a graph created by the guys at DWM, so that new students won't get bogged down with all the information that FB bombards you with when you're just getting started.

An information overload is the last thing you want when you are trying to implement, creating your first campaign or trying to come up with a sound copy that will pass FB's restrictive rules.

So the concept behind the huge graph that is the DDS is to limit the information overwhelm and provide you with the clearest path to what you want to achieve within FB.

The DDS is changed regularly by people at DWM, so that it will always be updated to face the newest challenges raised by FB and its algorithm.

The orange diamonds represent decision diamonds, that usually require a yes or no answer, and it's important to reply to these questions, especially when your ads are being denied or perform poorly.

Boxes in pink represent resources that the course has provided you with in the shape of pdf documents that can be found in the DDS folder.

The boxes are clickable and will direct you immediately to the right pdf, a real lifesaver if you are just getting started with FB ads!

Boxes in blue, on the other hand, are where your advisor can assist you, while boxes in white are areas that are still under development or outside of the competence of the course.

Subjects such as email automation and topics not directly related to FB advertising will fall under this category.

The DDS may not be as flashy and appealing to the eye as other tools that you're provided with in courses like this, but it really is a lifesaver if you get stuck, and it will point you in the right direction 99% of the times.

It's also a way of not overwhelming advisors, and making you read the pdfs before you actually go and ask your advisor.

It really should be on the desktop of anyone taking the course, and the first port of call if you are experiencing problems.

Facebook Ads University (2019 Edition)

1-2) Intro - Find Your Perfect Target Audience

These modules represent a fast start to the world of FB advertising:

Each one of them is about 5 minutes long, and it's supposed to bring you up to speed with what you're going to be doing with your instructors, once you're ready to dive in.

The fast track is for you to gain momentum and really get you ready to learn the more complicated issues related to the many facets of advertising, and that is exactly what Keith does in these mini-modules.

The first lesson from the introduction is all about the three different ways of advertising on FB:

A simple but important way of distinguishing between different kinds of ads:

  • Boost Post
  • Ads Manager
  • Power Editor

The second module is how to find your perfect target audience:

The goal of FB is to make it easier for you to find your target audience and it has implemented new tools to make sure you find who you need to find.

There are different ways of finding the right target audience, and these include:

In order to find the 80% of the resources with the 20% of time investment, Keith suggests to use Ads Manager.

By doing so you'll be able to have many different ad results that you might want to achieve, from increasing conversions to your website.

This is the obvious choice for finding your target audience, to boosting your posts or promoting your page.

Once you have chosen what kind of ad campaign you will be running, you will be presented with a very sophisticated way of pinpointing your ideal demographic.

The course provides you with a Target Audience Research spreadsheet, to make things easier for you right from the get-go.

3) Boost Your Post for Quick Momentum

There is a FB Ads easy button that not many people use anymore, nowadays, but that Keith still swears by, and that is the 'Boost Post' button.

This is by far the fastest and easiest way to get your message out and in front of the right audience, perfect for quick website conversions and to get yourself known more.

A consistent use of the boost feature also makes it easy to see which posts on your page are resonating more with your audience, and a cheaper way too!

At this stage of the advertising, you don't really have to split test or do anything complicated.

If you only want to know which of your posts are performing best, then go for boost!

By boosting posts, you can create and save a custom audience like in the above, post, where countries, interests and gurus can be selected.

The ad will then be shown only to the people who meet the requisites you have selected.

You will then also be able to choose the budget, for how long you want the boost campaign to last and FB will give you an indicative number of the people that the boost will reach.

4) Choosing Your Campaign Objectives

Moving on to slightly more complex kinds of advertisement, you will be able to choose the actual objective of your ad campaign in your ad manager:

Facebook has created three categories from which you may choose your campaign objective:

  • Awareness
  • Consideration
  • Conversion

The awareness categories belong to the top of the funnel and focus on boosting your post, getting more likes for your page, local awareness and brand awareness, for example.

Consideration categories deal with app installs, clicks to website, video views and lead generation.

Finally, conversion deal with the back end of the funnel type of activities, such as website lead conversion, increase engagement and promote a catalogue sale. 

For 80% to 90% of his campaign, Keith uses website conversions.

That makes decisions a lot simpler!

This is because in most cases you're taking traffic from FB and driving it to a website where you hope this traffic will convert to buyers.

It could be a webinar page, a lead magnet or an affiliate marketing page, it really doesn't matter.

All of this may seem pretty obvious to someone who knows his stuff in FB Ads, but if you're just getting started, this fast course is a real godsend.

5) Create These 4 Custom Audiences First

Even before running your first campaigns, there are 4 distinct custom audiences you really want to segment and create.

They are:

  • Fans
  • Website Visitors
  • Lookalike Audiences
  • Interest Target Audiences

The first two groups are what we would call warm audience, or people who are familiar with your work, your site, or your promotions.

The second two groups are a cold audience, who does not yet know you, but through the creation of lookalike audiences, will know you very soon.

So what are custom audiences?

By definition, they are Custom Audiences you create to reach customers you already know through ads on FB.

You can upload emails, phone numbers of customers, or you can build from audiences that visit your site or use your app.

Lookalike Audiences are quite different:

They are ways to reach new people who are likely to be interested in your business because they are similar to customers they know about.

You can build a lookalike audience on different factors:

People who like your page or visited your website, for example.

The first four Custom Audiences people usually build are these:

6)) First 4 Ad Sets (Targeting Groups)

Once you've created your first Custom Audiences, you are going to expand and work in more detail, creating your campaign's Ad Sets.

Ad sets are groups of ads that share settings for how, when and where to run.

When you create an ad set, the choices you make at the ad set level automatically apply to all of the ads in the set.

The first 4 Ad Sets that you are going to take care of are:

  • All Contacts Custom Audience + Website Visitors
  • Your Fans  + Opt In Thank You Page Visitors
  • Lookalike audience for all your Contacts or Customers
  • Top 4-6 Interests Found in Target Audience Research

7) 7 Step Flight Plan Overview

In order to make your introduction to the world of FB Ads as foolproof as possible, Keit has come up with a 7 Step overview of things you need to do in order to successfully catch up with those who are already hustling.

In Step 1 you are going to create your Facebook Business Page and set up your FB Business Manager:

This is crucial for all you are going to do in the future.

Moreover, you will have to go through the 3 way of creating ads (Boost Posts, Ads Manager, Power Editor) and research your perfect target audience using the spreadsheet provided to you.

Step 2 brings you to another level:

You'll have to watch the Power Editor Walk-through video and understand the 3 main reasons to build quality fans:

  • Social Proof with Friends of Fans Connection
  • Frequency - Fans can see your Ad 4x a day, non Fans only 2x
  • Fans Target Audience usually give you the highest ROI

Your last task will be that of creating your first like campaign to get more fans.

Step 3 focuses entirely on understanding what a 'Facebook Appropriate' ad is, and how that can better your previous ad.

You will then have to write persuasive ad copy for your Ads, Lead Magnets and Landing Pages.

Then, using Canva, you'll create killer creatives to go with your copy, and only then will you be able to create your first Lead Generation campaign.

Once you're at Step 4 you'll be half way through and you'll have to decide which ad type will be the best for the kind of offer you're looking to make.

You'll then need to download the material that Keith has made available to you, and study it in great detail:

  • FB Ads Flight Plan Mind Map
  • Complete FB AdsMessaging and Offer Worksheet
  • FB Ads Examples gallery
  • Ad Builder Template

Only then will you be ready for Step 5, where you will set up your FB Pixel and create:

  • Necessary Custom Conversions
  • Standard Events
  • Core Custom Audiences

Step 6 is quite complex, as you will be creating and publishing your campaign in the power editor:

  • Create your First Ad Set and Name According to Audience and Placement Details
  • Select Conversion Goal to Optimize Based on
  • Select Targeting
  • Set Bidding to Automatic or 3x Your Conversion Cost Goal
  • Set Budget
  • Create Ad and Select Conversion Goals to Track
  • Submit Campaign

Once you have submitted the campaign you have reached Step 7, or Analyze, Optimize & Scale.

Here you will only have to:

  • Start to Analyze Your Campaigns
  • Start to Optimize Your Campaigns
  • Look for Conversion Optimization Leverage Points

All this process is created so you can get momentum started, and then apply more advanced strategies.

This is the end of the FB Fast Start and in reality Facebook Ads Academy starts right now, where you won't have to watch and implement videos, but you'll be ready to talk to your mentors and implement what you have learned.

If you join the Academy, you will be going through Zoom calls, discussing every aspect of your ads with Keith and his assistants, who have invested millions in successful ad campaigns.

Facebook Momentum

This 13-lesson addition to the course is a primer that covers FB advertising for any niche or business you would like to apply it to.

Whether it be e-commerce or other kinds of products, Facebook Momentum is the ideal continuation from the fast track you have just gone to.

It's time to niche down, and this is the best course to help you do just that!

Lesson 1) Welcome to eCommerce

In making an introduction to the Facebook Momentum course, Keith gives some numbers about FB usage, which are pretty impressive.

Sure, the data is not the most up-to-date and the numbers refer to 2016, but it's still quite impressive once you put all of them together:

  • Ad Revenue up 63% - Total Revenue up 59%
  • Mobile Ad Revenue 82% of Total Revenue (!)
  • 1.71 Billion Monthly Active Users - Up 15%
  • 1.13 Billion Daily Active Users - Up 17%

When put in the perspective of advertising your business on FB, it kind of makes it a no-brainer.

Sure, the data may be different today, but it's still a hell of an opportunity!

And don't think the numbers have gone down...

More than any other, this is the platform where your potential customers are hanging out, and as a business owner it is your responsibility to be there when they are looking to buy.

Once you use the right message to put the right offer in front of the right audience, things can escalate pretty quickly, and that is what this course is all about.

With a total ad spend of $1.2 Million/mo, Keith is possibly one of the best people to show you exactly how to do that.

According to Keith, there are 3 Keys to Success on FB:

  1. You Need Both Traffic And Conversions: you can have all the traffic in the world, but if your product does not convert, you are just gong to be pumping in money, and that is the same for having the best product with no traffic.
  2. Facebook is Interruption Marketing: you need perfect messaging for your audience to let them stop scrolling through people's friends' posts. Your ad needs to stand out big time if you want to even dream of selling.
  3. FB's algorithm is like artificial intelligence, but it needs data from you if you want it to work. Data is the fuel the huge FB Ads machine needs in order to get you the desired results: no data, no sales.

Given that FB changes every week, Keith makes a point to say that even if his videos are dated, it will be easy to navigate through the FB platform.

In this short introduction, Keith also drops another bomb:

Strategy and Messaging beat Targeting and Ninja Optimization.

But what does it all mean?

No matter how good you are at choosing a good target and at optimizing your ad for that target audience, you will fail if you don't have a solid ad strategy and winning messaging.

And this is what the Momentum course is all about.

And you're in great hands:

Lesson 2-3) How Facebook Works - 1 Hour Set Up Guide

This whole module is taught by Ralph Burns, Keith's tech expert when it comes to FB Ads.

These sections are pretty basic and go through the creation of your FB page, your domain, etc. etc.

Once you have your page up, you should really set up Facebook Business Manager to create legitimacy both for FB and for people visiting your page.

The process is pretty straightforward, nothing to write home about, but it's nice to have someone take you step by step through all the processes.

Claiming your page from your Business Manager and adding and Ad Account for the page are the next steps.

You then get to choose who to add to the Ad Account from your team roster.

It's pretty simple if you've done it before, but a godsend if you're kind of new to FB Ads in general.

When it comes to posting content, Keith suggests that before asking anyone to join your page or boosting it to get more fans, you should have 3 or 4 up already.

Once you have a minimum foundation, Keith says to carry on providing content with one post a day:

The key here is consistency and not quantity.

Posting one post a day for a month is much better for FB's algorithm than posting 30 times in one day.

For the very first post, Keith suggests using an anchor post, something that you can pin on the top of the page and that basically describes who you are and what your mission is:

To do this, you can use a blog post or you can publish a video.

Lesson 4) Facebook Action Plan

This module is much more interesting than the previous ones:

Keith gives you an Ad Campaign blueprint that starts simple and then develops into a proper funnel your users and fans will go through!

We start with three campaigns:

  1. A Lead Campaign to get your first fans: you will be tackling cold leads with a boost ad, which won't really be bringing your fans outside of your FB page.
  2. Website Conversion Ad to get both warm and cold leads to click on your link and leave Facebook to go straight to your funnel.
  3. Video Ad that takes warm and cold leads to a webinar that pitches your course.

Keith then goes much deeper into the funnel aspect of the advertising and gives you some tips that are gold.

Facebook Funnels Key Elements:

  • Figure out your market's pain points, desperate problem or frustration, or deep desires.
  • Create your appropriate key offer.
  • Make sure you have a back end sales-funnel in place: Sales Offer or Trip-wire..
  • Make sure you have at least a simple Email sequence in place.

Next Keith brings you through the 7 steps he uses to build all of his campaigns..

These steps have helped entrepreneurs like Brendon Burchard and Dean Graziosi make millions of dollars, so they have proven very, very successful:

  1. Publish your Landing Page and Thank You Page.
  2. Add Facebook Pixel on Funnels and Blogs.
  3. Research Target Audience.
  4. Create Initial Custom Audiences and Lookalike Audiences.
  5. Write Ad Copy and Create Image or Video.
  6. Create & Publish Campaign using appropriate Campaign Objective, Ad Set Placement, Targeting, and Bidding.
  7. Monitor Reporting: Minimize, Maximize, Optimize (MMO).

Lesson 5) Creating a Killer Facebook Hook & Offer

In order to create great Ad hooks and offers, and get cold or warm clients to leave Facebook to go to your funnel and buy your product, there are certain precise steps you have to follow.

First of all, Keith talks about the five stages of customer buying cycle as a fundamental way of understanding the psychology behind selling via FB:

  1. Awareness (Problem/Solution Recognition)
  2. Interest (Information Search)
  3. Consideration (Evaluation & Comparison)
  4. Purchase (Decide with Emotion & Justify with Logic)
  5. Advocacy (Loyal Brand Ambassador)

These are the steps the buyer will go through, from being aware of your product to becoming a loyal fan who will suggest other people that will buy your products.

FB targeting capabilities are fundamental for the best outcome of your offer:

But it is not all about targeting: the message and your offer are what really shines in the end.

Facebook Targeting, according to Keith, is often where most people fall.

They get caught up into the whole targeting, retargeting and bidding process, that they forget the important things in an ad: the message and the offer.

You can target all you want, but if you message like a troglodyte and offer lousy products, you ain't going to win at this game..

If your message and your offer and spot on, you can simply run the same ad even for years, it has worked for some of Keith's clients.

And usually, an advert that runs for a year means it's making crazy money.

But where are we going to focus our messaging and hook:

What kind of ads are we going to spend our hard earned money on?

As usual, the idea is to get momentum, so Like Campaigns are the first thing you should be focusing on.

Secondly, once you have a core of warm audience, you should be focusing on Content Amplification:

That can be anything from free content, a blog post or cheat-sheet, to a low ticket item on your funnel.

Finally, once you have acquired enough fans, you should be focusing heavily on selling your highest ticket product through Conversion campaigns, which are going to be the most expensive, but even the most rewarding in terms of money.

Keith also gives you his 6 ideas for the best kinds of offers in reverse order of commitment, which means, starting from the least difficult to commit to:

  1. Coupon or Sweepstakes.
  2. Checklist: A pdf download of templates, a checklist, a recipe book.
  3. Quiz or Survey Funnel.
  4. Webinar or Online Event.
  5. Free Item with only Shipment paid.
  6. Product Sales Page.

Which one you choose will ultimately depend on the kind of product that you are selling, but all six of these have created Keith's clients millions and millions in sales...

In this lesson, Keith also provides you with a great document where you can register a lot of information on the problem you are trying to solve and your target audience.

This is what is covered in this amazing doc:

  1. Problems/Solutions
  2. Desires & Why
  3. They Don't Know What They Don't Know
  4. What is YOUR Proven Process that Differentiates 
Your From Your Competition

Once you go through this process of individuating your ideal buyer and what problems your product solves, it will be much easier to pitch the offer to your fans.

Lesson 6) 30 Minutes to Your Perfect Audience

When starting out with FB, you won't really have large warm audiences.

Since FB is interruption marketing, you will need large warm audiences, or create custom cold audiences that you will let FB drive to your FB page or landing page.

Interest targeted research will be what you're aiming for to create this cold audience advertising.

Interest targeted research must be large and can be either of these two:

  • 400k to 2 million
  • OR combine smaller audiences

400k to 2 million is perfect if you are using US audiences or combined audiences featuring the US.

When you are dealing with other, smaller countries, 100k to 500k should suffice.

Smaller audiences are doable, but they are tricky, since they will bring with them:

  • More competition
  • Smaller budgets
  • Ad fatigue
  • Difficult scaleability

When looking for cold audience elements that Facebook can use to find potential customers, some indications can be found if you look for:

  • Competitors
  • Leaders & Gurus
  • Tools & Services
  • Publications
  • Organizations

The FB research tools have become so good that even one element for cold audiences could be enough to find interested people.

Another tool that you can use to see relevance is using Google or Amazon to find the elements listed above.

Once you have compiled your list of interests, you should head to your Facebook Business page and use one of the two following tools:

  • Suggestion Tool in the Power Editor
  • Audience Insights

Lesson 7-8) Build Your First Like Campaign

In order to gain initial momentum when trying to get your FB page in front of as many people possible, you should go for a Like Campaign.

Keith gives 3 specific reasons why you should do this:

  1. Social Proof: Friends of Fans "Connection Targeting" gives you Instant Credibility - like being recommended by a friend.
  2. Double the Frequency: Fans can see your Newsfeed Ads 4x a day, while non fans can only see it 2x a day. You're effectively building a warm audience.
  3. Fans Audiences Get Better ROI: Targeting your fans with your Conversion-Targeted campaigns will typically yield the highest ROI.

Like Campaigns are great because you don't have to have landing pages, thank you pages or conversion pages.

Creating a Like Campaign also makes you familiarize yourself with the Power Editor, which will come in handy for future, more complex ads.

Next you are going to be choosing an image that really stands out from the usual newsfeed pics.

Remember, pattern interrupt, right?

Facebook has a partnership with Shutterstock, so finding a cool image is not going to be a problem.

When it comes to the text, you have 90 characters to use, so you could probably do with a character-count tool.

Once you have launched your campaign, it will be interesting to optimize it and tweak it here and there.

One of the goals of finding people to like your page is the possibility of transforming those early likes into conversions at some point.

One way of obtaining the results you want is to image split the ads, while keeping the same copy:

It will then be obvious which one is more popular and cheaper, a solid method.

The course provides you with a cheat-sheet of how much you should be spending per like, and, although the course is pretty dated by today's standards, it's still interesting to know what the pros think.

If you have:

  • Good copy
  • Good image
  • Good targeting

then you're going to get very low cost per like.

You can then begin cultivating these fans, and turn them into customers!

Lesson 9-10) Killer Lead Magnet Creation

If you've been in the online marketing world for some time, you surely know what a lead magnet is.

If you haven't, here is Keith's definitions to help you out:

  • A lead magnet is an irresistible bribe offering a chunk of value to their prospect in exchange for their contact information.
  • A small chunk of very specific value for a specific problem in exchange for an email address.
  • Needs to be highly useful.. but incomplete.
  • Leads them to the next step.

There are so many kinds of lead magnets that listing them all would be impossible, but here is a list of attributes that all lead magnets share:

  • Super SPECIFIC
  • Promises ONE BIG THING
  • Gets them closer to THEIR GOAL
  • Speaks to a known desired END RESULT
  • IMMEDIATE gratification (not over time)
  • Moves them down the "continuum of belief"
  • Can be consumed quickly
  • Highly related to your product/service

In order to find the right hook for your lead magnet, you will therefore have to go for something that helps with

  • a pain the client doesn't want to feel
  • a pleasure the client wants to pursue

When it comes to avoidance, an easy way of finding a lead magnet hook is:

  • List your target's greatest fear
  • What are they most afraid of
  • Why do they want to change?
  • Easy-to-apply solution

When it comes to desires, an easy way of finding a lead magnet hook is:

  • List your target's greatest desire
  • Find out what they want more than anything else
  • What's the coolest thing you sell people
  • If you had 2 minutes to impress someone, what would it be?

Lesson 11) Your Simple Selling System

In this module, Keith teaches you how to create the selling system that works best for your business, whether you are selling via Local Business, Digital Product, or Physical Product.

All three will be served by the creation of a Long Copy Link Post Ad.

The whole module is based on how to create landing pages through Lead Pages, and is not too interesting.

Lesson 12-13) Building Your First FB Lead Generation Campaign

This is one of the beefiest modules in this course and it's all about creating a Lead Gen campaign for a digital product or an eCommerce physical product.

When working towards a Lead Gen campaign there are a few different ways to go about creating one.

One of them is creating different copies of the same ad, changing only one aspect of the ad, such as the picture, offering alternatives and let the FB algorithm pump more money in what is converting best.

If you create different ad sets instead of different ads, you probably have more control and flexibility, but the budget that you choose to spend on each ad set won't be adapted by FB:

Each ad set will have its own budget that you have decided for, and the more you split test, the more it's all going to ad up!

The fundamental when having a Lead Gen campaign is the landing page:

That's really going to make or break your Lead Gen funnel.

Your digital objects people are giving you their email for should be on the forefront and should be followed by a thank you page, ideally with a video of you thanking the customer for their download.

The ideal move after that would be to redirect your clients to another page where they can buy an upsell.. supplements, physical products to aid you in whatever results they want to obtain.

If you are set on downloading a pdf to help you out in an aspect of your life, buying an upsell for something that is going to help you enforce your efforts is not going to be unreasonable.

When trying to launch a successful Lead Gen campaign, the important thing to look after is the image of the advert.

You need your image to tell more of a story.

As we have seen already in the Facebook Ads Academy, there are two types of perceived benefits from buying via funnels:

  • a rational benefit (this item is going to help me go from A to B)
  • an emotional benefit (my life would be so much better with this item!)

The rational benefits can be written in the copy: how exactly are the specifics of the item going to help you?

What are some data and percentages on the item in question?

The emotional benefit is more left to the picture:

What feelings does buying this item conjure in the buyer? Freedom? Power? Less stress?

That's why Keith and his team suggest two specific ads for Lead Gen campaigns:

  • Carousel Ads
  • Slideshow Ads

This really maximizes the presence of pictures in your ad, appealing to the emotional side of the buyer.

Zoom Videos on Specific Ads Topics

The course also offers a massive collection of Zoom conversations between the team and the students on just about any topic.

They really would be gold for anyone starting FB Ads, and maybe some still are.

The problem is, though, that most of these videos date back to 2015 or 2016, and that, in terms of FB Ads, is a geological era ago.

Facebook changes its policies and guidelines for ads almost on a weekly basis.

It's so hard to stay behind all the changes even in 2020, so a 2015 video is pretty much useless when it comes to learning tricks from the experts.

I can see why they were put in:

It's an offer of 40+ videos on the topic you've invested in, but they're telling you how to make ads in 2015, and that isn't of much use to anyone.

Everlasting Ad 21 Day Challenge

Much more recently, Keith has launched a 21 day Challenge aimed at making your business simultaneously:

  • Turn strangers into customers...
  •  Build MASSIVE brand awareness and goodwill (even for people who don't buy)...
  •  Be the 'Linchpin' in a traffic system that consistently turns $1 into $2 every single day...

I mean, by now you know Keith has all the cred to launch a program like this, and you know that you can trust his track record:

One doesn't spend over $2,522,653.67 PER MONTH on Facebook ads, testing in hundreds of markets, and generating over $600,000,000 in revenue for clients and get away with it just with blind luck.

Keith's definition of an Everlasting Ad is 'the perfect combination of Viral Video Marketing, Direct Response, Brand Advertising, and Content Marketing'.

Want to know if the Challenge is for you and if you qualify for it? Check it:

  •  You're having a tough time getting organic reach.
  •  You aren't getting consistent results with Facebook and Instagram ads.
  •  Your ads are getting disapproved too often (or your accounts are being shut down).
  •  You ARE having some success but you're not able to scale predictably or consistently without conversion costs going through the roof.
  •  Your ads burn out after a few days, or a few weeks.
  •  You are burning through agencies or consultants and nobody can run ads at a profit for you.
  •  You ARE an agency, consultant or freelancer, and you're churning through clients and don't know why.  You WANT to attract those 'next level' clients, but you're not sure how.
  • The Challenge is divided into 4 weeks, plus a preparation week, so that makes it a bit more than 21 days.. but who's complaining, right?

    You're taken through the workdays every week, with intensive lessons on hooks, offers and the likes, and on the weekend you'll be hand held through 'office hours' webinars that address the most common questions about the week's topics.

    It really makes it seem like it will be hard to fail to get out a solid ad out of this one!

    Let's start the review!

    Week 0 - Challenge Prerequisites

    The everlasting ad can be used on FB, IG and YT, and Keith puts out the basics of the topics he is going to be covering during weeks 1 to 4.

    The main aims of this challenge are 4, and Keith makes sure to list them out right at the beginning of week 0:

    • How anyone can write one good ad for FB, IG, YT that will transform your business, without hiring a professional copywriter or professional videographer.
    • How to double all your traffic and results from all traffic sources without touching them (besides one).
    • For Consultants and Agencies: How to go from project-based clients with inconsistent turnovers to the elite clients with premium retainers who cherish your service.
    • Why creating one direct response viral branding super ad might be the biggest opportunity of 2019 (and maybe 2020?).

    This is what it looks like:

    There are three major components to an everlasting campaign, and Keith uses an aeroplane to make the analogy:

    • The Aircraft: You must understand how to sell any product or service via social media, without needing a sales person or a sales funnel.
    • Power Source: Create one good Everlasting Ad that reprograms the algorithm to seek out the hottest prospects and create buyers out of thin air.
    • Batteries to Sustain and Scale: Continually charge the campaigns with performance branding content, and maximize ad spend with simple smart retargeting ads.

    Also, there are four main pillars in an everlasting ad campaign, that made Keith's clients hundreds of millions in revenue:

    • Direct Response Advertising
    • Content Marketing
    • Brand Advertising
    • Viral Video Marketing

    This is an example of everlasting ad going viral following these four steps:

    The Everlasting Ad has also 3 key components, which are all fundamental if you want to be making money of an advert:

    • Stop Scroll, or Pattern Interrupt
    • The Content
    • The CTA

    Let's have a closer look at these important elements.

    If you want to stop the scroll, you definitely need to have a hook that stops the scrolling on FB or IG.

    To do that, you have to leverage mystery and intrigue, and make the viewer wonder what the hell just popped up on his feed.

    To do so, the best ways are to use motion (in video), engaging text or pattern interrupts.

    In order to know what kind of audience you are going to be facing, you must be familiar with the UPSYD framework, that Keith has adapted from advertiser Gene Schwartz.

    Where are your buyers at?

    The second step Keith talks a lot about is the Content of your Everlasting Ad.

    For that, he uses a framework of qualities your content MUST have, that he called MAGICC, which stands for:

    • Maps your Proprietary Process
    • Aha! Moment
    • Gives Value and Gets Action
    • Informs of a New Idea
    • Curiosity Driven
    • Induces Change or Transformation

    Keith really makes the point that your ad must be contagious, just like Jonah Berger talks about in his book on advertising Contagious: Why Things Catch On.

    This is an interesting graph that summarizes the book and Keith's ideas on content and shareable content.

    The third component of the Everlasting Ad that really makes it stand out from any other random ad is the CTA, or Call to Action.

    There are various kinds of CTAs, and Keith analyzes all of them for your benefit:

    • The Embedded CTA
    • The Transparent CTA
    • The Final CTA
    • The Link Headline CTA
    • The FB Friendly CTA (Offer)

    The call to action is the best way to actually tell your customer what they need.

    They really don't know they need your product until you put it in front of them.

    In this way, Keith has 10xed many clients, just by following the Everlasting Ad framework and showing the public what they didn't know they really needed.

    After this introduction, you'll go through some hardcore training about finding the right hook and offer for your product.

    At the beginning of his lecture on hook and offers, Keith goes through what represents a hook, and how to create a good hook.

    A hook:

    • Is your core marketing message
    • Is the WHY that makes people want your offer
    • It's a tease, a sample and mental appetizer
    • Gives just enough taste to leave your buyer wanting more

    Fundamentally, a hook needs to preframe the potential buyer and put him in a position to become a buyer, focusing on his emotional side more than his rational side.

    There are a lot of examples of hooks that are made, depending on the niche you want to specialize in:

    One thing you always have to keep in mind is that the hook is not the offer.

    With the hook, you're just scratching an itch and leaving the potential customer wanting more.

    You give them that free pdf so that they will be enticed enough to go all the way to your main offer and buy it.

    You don't want to give the solution to their problem in the hook, or else they will have no reason to even consider your main offer.

    Your hook should be the main drive for your client to find more about your main product, and once they get there, your product has to be so good that it will be a no brainer for them to buy.

    There are different kinds of offers for different kinds of hooks, again, depending on the niche you are operating in.

    What's the best method to find the hook, though?

    There are a lot of factors that come into play, but Keith managed to summarize them into a short list:

    • Identify Your Avatar
    • Move Towards Desires
    • Move Away From Pain
    • What Solutions Can You Teach or Offer?

    For the fourth step, you really want to find what easy to apply your product or service may offer and provide that as an appetizer.

    You can also create surprise by debunking conventional wisdom or by busting a myth.

    Week 1

    The first video Keith offers the students of his challenge on week 1 is called 'Keith Philosophy', and it's all about the theory behind his idea of the Everlasting Ad.

    He compares the Everlasting Ad system to a Regular Funnel Ad, and shows how, starting with the same daily ad spend, keeping it up for a whole year, the sales presentation views per year are exponentially multiplied by the change in a couple of metrics.

    Just changing the avg Cost Per Website Click from $1 to $0.5, everything could really change, and your company could explode.

    Considering a basic expense of $300 of daily ad spend, your Everlasting Ad would show your Sales Presentation Video to more than 2 million people in a year, as opposed to almost 44k with a regular funnel.

    If you were to scale the ad spend to $1k, the views of your sales presentation would be even more crazy:

    In this case, you'd be getting almost 15 million views against the 292k views of the regular funnel.

    Seems like a no brainer, huh?

    Next up is team member Mike Rinard explaining how to create a fast 80/20 research process when looking for avatars, hooks and offers.

    He encounters two main problems with the research of the market you intend to advertise to:

    • We don't do enough of it
    • When we do, the research we do is usually based on warm markets. One needs to focus on cold markets.

    Research is 80% of the actual ad writing, with the remaining 20% destined to writing and rewriting the ad itself.

    Because of this, Mike suggests focusing on two methods to focus on cold audiences:

    • Gathering cold market data: forums, FB Groups, reviews.
    • Organize data into emotions and usable chunks: chunks can be fears, pain, desires..

    Once you have all the data collected, you will divide your time into:

    • 70% Gathering Data
    • 30% Assessing Data

    You should end up with a great market document with all the copy material you need for your ads.

    Week 2

    Week 2 kicks off with Keith talking about the Everlasting Ad Calculator.

    In order to build what Keith calls a Social Selling Machine, an Everlasting Ad Creator, one of the keys is understanding the level of readiness of the potential buyers.

    How aware are they? Are they problem aware? Are they solution aware?

    The question is, how can we engineer a process that will convince the majority of the potential buyers to transition from cold prospects to warm?

    That's where the Everlasting Ad Calculator.

    This calculates:

    • Existing Audience Equity
    • Legacy Content Equity
    • MAGICC and Shareability
    • Goodwill Factor
    • Awareness Level

    These are the 5 pillars that will show you how appropriate your ad is compared to what you're planning on selling.

    • The Existing Audience Equity is your existing Audience you leverage to Target with WARM Audience campaigns, for COLD Lookalike Audiences, and for more Connection Targeting opportunities.
    • The Legacy Content Equity ranks your current Content Library in terms of Quality Content available to consume, Content Creation Schedule, history of Ad Feedback or approvals/disapprovals.
    • The MAGICC & Shareability reflects how much Education, Awe-Inspiration, Emotion, Practical Advice, or Entertainment your ad provide ON IT'S OWN. (Whether the viewer takes action or not.) Does it create water cooler discussions?
    • Goodwill Factor calculates, by the time they see your OFFER or ASK, how much GOODWILL has been created by this ad? (Scale of 1-10).
    • Awareness Level calculates, by the time they see your OFFER or ASK, how aware of the PROBLEM, the SOLUTION, or YOUR SOLUTION are they? A score of 1 is completely UNAWARE, and a score of 10 is the MOST AWARE.

    During Week 2 Chris Rocheleau introduces what he calls the EPIC Ad Formula to help create the MAGICC copy we discussed earlier on.

    EPIC stands for Engage, Present Illustrate & Convert.

    Let's start with the Engage section of your copy:

    You definitely have to include the Problem/Pain the customer has, the Benefit he will have by buying, you'll have to be clear on the Mechanism needed to engage with you, and simplify the Challenge they may face.

    You should never ask the potential client a self-identification question, for that would take away power from your offer.

    At the same time you should be very specific in your copy.

    The more specific, the better FB will perform.

    In the Present section you make the viewer aware of his problem and highlight the solution.

    You make him become self-aware and walk through their painful scenario from beginning to end.

    The Illustrate part focuses on the solution that you have ready to offer to the buyer.

    You basically walk them through all the way to the solution or, even better, connect to the ultimate benefit they would reap.

    This is the part of copy where you really need to overcome all objections they might have.

    Finally with the Conversion section, you show them , through value stacking, why they should get their card out and buy your product immediately.

    You should always bring them back and forth from their pain position to their life after they have bought your product.

    Of course, this is the right time to give your link to your landing page, webinar or funnel of choice.

    Week 3

    In week 3, Keith's team focuses on the review of ads that the participants created for the  Everlasting Ad Campaign Challenge.

    Some of the Zoom Conferences are super informative, and the whole team goes into detail in reviewing the best ads written by the contestants, but for the sake of this review, there really isn't that much to say.

    Week 4

    Week 4 starts with the idea of turning one's notes into a polished copy or a video.

    Keith makes the example of Pixar writer Peter Docter and how it takes him approximately 5 years to see his script being converted to video, 2.5 years to map out the screenplay and 2.5 years for the actual production of the animation.

    To create a screenplay or storyboard, even before going to video, Keith asks himself these questions:

    • Who is my avatar
    • What are his struggles or frustrations
    • What is their awareness level
    • What's the AHA moment the client will have
    • What offer can I make

    One way to proceed will then be to take all the notes and to script out everything.

    Another way would be to create post-it notes, put them in sequence and ad lib it.

    A third way, would be using notes in Keynote and Powerpoint presentations.

    There are a lot of ways to create a video or webinar from a bunch of notes!

    When it comes to video editing, the experts in Keith's team are pretty adamant that the programs to use are to be found only in this list:

    • LumaFusion
    • Final Cut X
    • Adobe Premiere Pro

    You do need experience to successfully navigate through these software, though, so other easier programs to use include:

    • UseLoom
    • Screenflow
    • iMovie
    • Camtasia
    • Filmora

    When it comes to mics, a pretty unanimous decision was the Movo Professional Lavalier, which Keith uses throughout the course.

    Week 4 end with the team choosing the best ads and they break them down for the benefit of every other student.

    By now, the best challengers have produced rock-solid Everlasting Ads, in terms of copy, picture and video.

    The Verdict: The Good & The Bad

    Before I go on and look at the pros and cons of Keith's courses, I want to reply to those early questions I'd set down, and that anyone reading a review wants to know immediately.

    • Are these courses better than other Facebook Ads Courses out there? 
    • Do the courses deliver what they promise?
    • Is Keith Krance a scam?
    • Most importantly, how much do the courses cost? And are they worth the money?

    Keith has been known to be one of the best, if not the best, Facebook advertiser.

    Many 7 figure entrepreneurs have asked his help to run his campaign and he has successfully done that multiple times, generate millions and impressive ROIs.

    People like Brendan Burchard and Frank Kern have benefited from his help and methodology, so if you really want to get into FB Ads you might as well learn from the cream of the crop.

    The courses offer what they promise, and sometimes they over-deliver:

    Seeing the videos of some of the students at the end of the 21 day period was incredible.

    All they had done was apply the lessons step by step, and it was crazy to see the results.

    So Keith Krance and his team are definitely not scams.

    They know exactly what they are talking about and you can learn a great deal if you decide to go down their route.

    As I said before, I am not an affiliate, and have got nothing to earn by recommending one course over another.

    When it comes to costs then, how are we faring?

    Are they affordable for the Average Joe who just wants to learn how to create ads on FB for his business?

    The Ads Academy price is twofold:

    The 21 Day Challenge, on the other hand, is a mere $67 dollars. 

    It is not always open to the public, because of Keith wanting to keep the classes small, but if you find an opening, and it's really what you're after, then go for it!


    • Keith's system has been honed and perfected after spending $300 Million on Facebook, Instagram, and YouTube Ads, testing in hundreds of markets, and generating hundreds of millions in revenue for clients. It's not an improvised skit and you're not going to be a guinea pig for an inexperienced FB marketer. All the tips and tricks that you will learn have been tested on 7 figure businesses with huge amounts of money, and if they work for them, they'll work for you.
    • What you get from Keith's courses, and especially from the cheaper 21 Day Challenge, is the perfect combination Of Viral Video Marketing, Direct Response, Brand Advertising, and Content Marketing: whatever you wish to learn to improve and help your business without hiring someone to do it for you, you will learn in this course. And if you want more contact, and hop on Zoom calls with real masters in this trade, then $99/mo is a laughable price compared to what you're going to get back in exchange.
    • The lectures themselves are super easy to follow, everything is broken down into the most minute details, as you will have seen from my detailed review. Nothing is left to chance, and the team really puts you in the position of really not being able to fail. In the worst case scenario you will have an ad that underperforms compared to some other ads in the course, but compared to what you can come up with before the course and on your own, there is no comparison, it's a no-brainer.
    • This might seem like a weird point to bring up during the pros and cons of FB Ad agencies reviews, but Keith and his team are genuinely nice people. When doing the 21 Day Challenge, he goes beyond his line of duty to make extra time for people who ask for his help. He is always super happy to go back to previous lessons and explain obscure points until you're satisfied with the result. I don't know you, but being nice and helpful goes a long way with me. After all, you're selling a service in an uber saturated niche, you have to distinguish yourself from the competition.


    • The first thing that comes to mind is how old some of the material is in the Facebook Ads Academy modules. Some Zoom calls are literally 5 years old, and in terms of FB Ads, that is a whole era away. They might as well be about advertising on MySpace. I am sure they put them in in the hopes that some of the clients could take away pieces of intellectual gold, but it comes across as shoddy and badly produced. Just leave them out next time: rather than have 40+ hours of outdated knowledge, I'd love to have 10 hours of cutting edge, 2020 wisdom.
    • Are we sure that this is replicable by people who have not been in the FB Ads market for as long as Keith and his buddies have? Don't get me wrong, they really do start from the fundamentals and you're taught how to set up your FB Business and how to set up your Pixel, but I have a nagging feeling that you will be needing a bit of experience before you get the results that you want. That's probably where the ongoing contact with your mentors in the Facebook Ads Academy will come in handy.
    • Even though we are promised to learn how to make Instagram and YouTube ads too, 99% of the content is dedicated to FB ads. Sure, I get it, once you learn how to make ads on FB, you have all you need to make ads on the other platforms as well, but a couple of videos on the differences between platforms, and some suggestions for a specific platform like IG or YT would have been appreciated.
    • It is clear to ME that this is definitely not the best online business model in 2020. Add the fact that the Facebook Ads Academy is still in its 2019 edition, and can tell you that there is a better way to succeed, that does not entail using FB ads. Believe me, I spent a lot of cash, and I mean a lot, in FB ads, and in my opinion, it's just the wrong model. Just read on if you're interested and you'll be able to see why I think Lead Generation done my way is probably the best way to earn money right now.

    If you want to learn how to create FB Ads and make money off it, Keith's course could be the right one for you.

    However, these days I don't really recommend going down the path of using FB Ads

    Lead Generation, where you rank your own website, is a far superior model to monetize your skills.

    Let me explain, keep reading...

    Why I Quit Using FB Ads... Lead Generation Proved to be a Much Better Biz Model, Here's Why...

    I run a $50K per month lead generation business but all of my leads are generating through free traffic or SEO, not through anything FB Ads related.

    So it's pretty much passive income, I don’t have to worry about the performance of any videos, or ads, or anything.

    Reasons why I don't like Facebooks Ads.

    • Firstly, they can fail spectacularly: you can follow all the templates you want, but sometimes FB Ads just don't work, and you're left pumping more money trying to resurrect a dead ad. That money slowly bites a chunk in your finances.
    • Secondly, after a while, your ad will exhaust its lifespan. Those who were supposed to click on it, already have, and no matter how much cash you throw at it, it just ain't worth the hassle.
    • Lastly, banking all your chips on Facebook Ads is very risky business: your money is going to be spent without any guarantee. Sometimes you'll get returns, other times you won't and you'll need to be monitoring the ad constantly: chances are that, with a low return of investment,  you are potentially going to lose money.

    The website I create ranks on the first page of Google, in the so-called map pack, and the leads just start pouring in.

    Once my site ranks it generally keeps its rank with very little to no maintenance.

    Don’t get me wrong you can still make profits using FB Ads, but it's a hard route and very challenging to do so.

    The problem with using these adverts is that you are constantly looking at your CTR and CPA, trying to understand what went wrong and what worked.

    How many people are clicking on your ads, and out of those people, how many actually buy your product?

    If things go wrong, it's back to contacting your team, spending more money, trying a different approach.

    This is why I still recommend people look into doing lead generation with free traffic


    Keith Krance's courses are well executed, everything is there to learn how to create your ad and try make it go viral. 

    Let me tell you, there are niches that work with this kind of method, but the problem is there are many niches that really struggle too.

    Unlike creating ads in your niche everyday, if you know how to generate leads with free traffic, you can go into any niche and create an incredible level of results for clients.

    That’s how 90% of my multiple 6 figure income is generated.

    And I should add that it's passive income: see free traffic never stops.

    In 2020, even during Covid-19, I continue to build more lead gen sites and I write at least 1 blog post a day for this site, because I’ve come to realize that these are the high-income producing activities because it directly increases my free traffic every month.

    Click here if you want to know more about my Lead Gen method.

    Follow Me
    Ippei Kanehara

    $52K per month providing lead generation services to small businesses is for digital hustlers, industry leaders and online business owners.

    His #1 online business recommendation in 2024, is to build your own lead generation business.

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