The website you see above, for a tree care company, was created in 2015. Since then, I haven't had to touch or update it...

And...

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!

Session 1: Building the Perfect Offer

The Perfect Offer and Winning Hooks

In this course, Rudy doesn't just share Facebook ads strategies.

He also shares his knowledge of advertising and copy psychology.

He says that business owners need to get this stuff right first.

Then, their businesses will:

• be easier to run

• scale faster

• Entice affiliates.

This involves finding the perfect offer…

And the right hook.

Why do you need a great offer?

Rudy says you can’t build a house on a bad foundation, and its the same with business. 

Your offer will make up for poor copy and less-than-optimal marketing. 

But remember, great copy can’t save a poor offer.

Next, Rudy encourages the viewers to consider what they are really selling.

Is it really just a product?

Or, are they selling more?

Examples of Companies that Sell More

He references Dollar Shave Club.

Every product comes along with:

• A story

• Deliverables

• Benefits

• Outcomes

• Prices

• Bonuses

• Guarantees

• Urgency

Your Facebook ad needs to convey an interesting story, or a new way of doing an old thing. 

Think creatively about what you’re selling.

After all, Amazon prime doesn’t only sell products.

PayPal doesn’t only allow users to send money.

And Uber isn’t just a rideshare service.

Each of these businesses have certain aspects that make them stand out.

Rudy goes over these companies, and discusses their effective ad strategies.

He also considers Ecommerce (products) and high ticket (coaching/consulting) offers.

Creating a Hook

Then, he dives into how to create strong hooks.

He encourages his listeners to aim for a hook that engages customers within seconds-

But also shares that even his multi-million dollar clients don’t always accomplish this. 

Finally, he shares the strategy of pattern interrupts:

Examples of a good hook, with effective pattern interrupts, are:

• “Don’t read this page... Unless…”
• “How I lost 43 lbs while sitting playing video games”
• “Business lesson I learned from my 9 year old son”

After this, Rudy goes into a short break, followed by the first Q&A section.

Leverages Images, Videos, and User Generated Content

In the second half of the first session, Rudy discusses those secondary visual aspects- the image or video.

Images and videos must be attention grabbing.

They must also be optimized to fit the majority of a phone screen.

This controls the ad space in your favor. 

He goes through several images and asks the audience which is the best ad. 

For instance he shows this comparison:

He also shows this photo:

And this photo:

And points out that the first is much better for a business selling dog products.

This is because the dog looks intrigued rather than sad.

He also shows you how to use color better by comparing these images:

Then, he points out that text can now be used in graphics across Facebook ads.

Years ago this was not possible.

all give a striking element to the ad.

User Generated Content 

Then, Rudy dives into talking about user generated content- a goldmine not previously discussed.

User generated content is when the people who have purchased your product share it with their followers, without any ad spend necessary on your end.

This strategy works really well with ecommerce, but there are different ways to do this depending on every type of business. 

Wondering how to get user generated content?

Ad Video Content

Finally, Rudy gives tips for video content.

He encourages you to remember the purpose of the ad-

As well as the audience-

And to record batches of video together to use over time.

He stresses that many brands, including his own, have gone viral from great videos.

Worksheet

Following this, Rudy goes into another Q & A section, and introduces the first of many worksheets.

This worksheet is on the RIO Offer Framework.

As you can see, RIO stands for Ridiculously Irresistible Offer.

These worksheets are designed to go along with the course.

They help participants (and you) figure out how to make their amazing businesses even better through correct advertising.

This ends the first of the heftiest sections.

The next is equally full of information.

Let’s learn more.

Session 2: Setting Up Your Facebook Ads

Building Your Facebook Campaigns

Here’s the big picture overview on our Facebook campaigns.

In Rudy’s experience, he has found that two problems typically pop up.

If this is where you are in your business, the first session will help you with this.

The next problem is being unable to scale your ad spend.

In other words, you might be spending $500-$1000 a day, but are unable to grow that number into the $10,000s.

That’s where Facebook Ad campaigns can help.

TOF Best Practices

TOF, or Top of Funnel, is where you find cold traffic.

Cold traffic is people who don’t know who you are.

Use different hooks angles, and ads, and test out which works the best.

Once this is complete, your ads will be highly scalable.

Rudy was only able to grow to multi million dollar businesses because he followed this strategy.

Different Target Strategies

Then, Rudy talks about broad and interest targeting.

He states that where possible, you want to be broad.

This is because the Facebook algorithm is so much stronger than previous years.

So, test broader campaigns. 

Facebook will bring the right customers to you.

If your ad is too interest based, it will hurt your campaign.

Some examples of good broad products are:

• Furniture
• Weight loss programs
• T-shirts

If it's too interest based, it will hurt your campaign.

You can always test and try both. 

After all, you need to test to see what ads are doing best.

However, with this last few strategies, Rudy ties it all together.

What’s a Dynamic Campaign?

Over 50% of Rudy’s campaigns are dynamic. 

And, this is fairly easy to set up.

In fact, it is just a setting within the Facebook ad dashboard.

Just turn it on, and develop your ads. 

Facebook will then take all of these ad “pieces” and mix them together.

It’s algorithm will find the most effective matches for you.

This automates testing and makes it much faster.

Once this is done, combine it with CBO:

Do this by choosing the best performing ads from Facebook…

...and put the majority of your budget into them.

From there, you will really be able to scale.

To Wrap Up This Session:

Finally, Rudy walks us through setting up the Facebook ad audience and how much to spend. 

This depends on your budget.

In the end, when you test faster, you’ll spend your budget faster. 

So, don’t use your budget up evenly, instead, set a higher spend for just a handful of days.

Then get your data, and move on.

He goes over some smaller tips and tricks, and then briefly touches on single ads, in contrast to the larger campaigns he’s been discussing.

When you start, do lots of testing, and aim for broad targets.

Once we know the best performing ads, we can go singular, and pump a bunch of money behind it.

Facebook Ad Mistakes to Avoid and iOS14

Rudy has spent years-

-and thousands of dollars-

Making all of the Facebook Ad Campaign mistakes that you can avoid.

Here are his top 7 mistakes:

Mistake #1- Making Decisions

So, depending on context, make sure you choose the right amount of days to test.

Mistake #2- Being Afraid to Spend

And remember, with high ticket offers, you’ll be able to cover your testing budget with sales

Facebook Ads Mistake #3- Wrong Campaign

Mistake #4 Bad Pixel Setup

So, make sure the pixel is correct, and that the right events are firing on the right pages.

Mistake #5 Neglecting Ad Creative

Facebook Ads Mistake #6 Audience Interest

iOS14

According to Facebook, they plan to cut small business ads by over half. This is due to the Apple iOS 14.5 update.

In Rudy’s opinion, Facebook tracking and data has never been good.

So, does Apple really care about privacy?

The new iOS 14.5 will make privacy tighter.

In fact, it will even prompt users to disable tracking.

And, third party cookies will disappear in 2022.

The good news is that tracking is still possible, but it won’t be accessible from one place.

You will be able to get the data points you need- as always, just don’t rely solely on Facebook.

He also suggests diversification by adding another business in case one goes under.

Rudy returned to lead magnets, testing a new lead gen campaign to 4 segments of his audience. 

This way, he was able to figure out what his most popular course was.

He goes over many nuances of his strategies... 

...but the biggest takeaway is this:

• Marketers made money before Facebook.
• The big idea, hook, audience, and offer still reign supreme.

So, there’s no need to worry about the iOS update.

Worksheet

In this worksheet, following the next question and answer section, the audience is about to develop their own ad copy hooks.

This is a great activity in hooks, headlines, and more.

After another break, it’s time for the third session.

Session 3: Scaling and Optimizing

In Rudy Mawer’s facebook ads course, the meat of the information is in Sessions 1 and 2.

So, we’ll briefly touch on the last two sessions…

...tell you what I think of this course…

And get to the big question-

Are Facebook ads worth your time?

But first-

Monitoring Ad Accounts and Optimization

At the beginning of session three, Rudy asks the audience to figure out what data phase their business is in.

Data Phases

It took eight years for Rudy to get to the last 2 stages.

He finds that success is found in Phase 3.

Data Optimization

Then, Rudy goes over Facebook Ads key front end data, which he dives into more in session 4.

After, he breaks down a hierarchy of optimization.

The big takeaway here is that every business decision should be based on data.

In other words, you don’t want to guess in business. 

He also gives some guidelines on how to optimize this in the best way:

Then, he talks about something familiar:

With lead generation, he says the most important data is:

• Bounce Rate
• Optin Page Conversion Rate
• Unique Page Views
• Cost Per Lead
• Value Per Lead 

He also says that if you do lead gen, you’ll need another source of income to recover ad costs.

Interesting.

The type of lead gen that Rudy is talking about is much different than our lead generation-

-but we’ll talk about that later.

After another Q&A session, we’re onto:

Scaling Ad Spend

After building your ads, there are certain signs that you are ready to scale the campaign.

Each of these signs has to do with data, and understanding data. 

So, once you have mastered each step from the first section of session 3, you’ll be able to make a data-based decision to scale.

Basically, each of Rudy’s sessions is a building block you must master before moving to the next.

He shows us a lengthy worksheet to apply what we’ve learned…

And we’re off to the final puzzle piece.

Session 4: Data Analysis

How We Analyze Ad Data

He introduces this session as a recap of all of the ad data points.

He includes:

• Cost Per Acquisition (CPA)
• Cost Per Click (CPC)
• Click Through Rate (CTR)
• Average Order Value (AOV)
• Conversation Rate
• Return On Ad Spend (ROAS)
• Earnings Per Click (EPC)
• Cart Abandonment Rate (CAR)

Rudy draws some scenarios out in real time, to help participants understand the data:

And shows the math that needs to be done to understand the data you bring in.

How We Analyze Ad Data

The final section of the course is very short- less than five minutes long.

He also says to check your biggest accounts at 8:00 a.m., 12:00 p.m., 4:00 p.m., and 7:00 p.m.

A final question and answer session wraps up this final session.

Now that we’ve summarized the content that Rudy Mawer presents in this course:

Let’s get into what’s GREAT-

And what’s not so great-

About this Facebook ads course.