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Shopify Ninja Module 4

August 16, 2020

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Shopify Ninja Masterclass - The COMPLETE Review
Module 4 - Marketing Explosion
This is an in-depth review of Kevin David's Shopify Ninja Masterclass Module 4 - Marketing Explosion. This should be an extremely important module as marketing is essential to eCom success. Let's see how it compares to other courses.


Module 4 - Marketing Explosion

Module length: 2 hours 57 minutes

Video 01 - HOW TO SET UP YOUR FACEBOOK ADS ACCOUNT THE RIGHT WAY + OVERVIEW OF FB ADS

Kevin starts off by saying that 90% of his marketing successes come from Facebook and Instagram, which is why he is not focusing on other platforms like Google Ads, Snapchat, Twitter etc.

Kevin then gives a quick summary of what to expect in this module. It can be summarized as follows:

Video 02 - UNDERSTANDING FACEBOOK ADVERTISING VOCABULARY + THE BIG 3 THINGS YOU NEED TO SUCCEED WITH FB ADS

Kevin stresses the importance of knowing FB terminology, which includes 
  • Custom Audience
  • Lookalike Audience
  • and the FB Pixel.
Kevin then shows you how to create a Custom Audience and a Lookalike Audience, and walks you through the different options available to you. 

Lastly, Kevin takes you to the Events Manager Tool inside FB Ad Manager and shows you how to interpret data from your FB Pixel. 

Video 03 - HOW TO MASTER FACEBOOK MARKETING OBJECTIVES + THE ADVERTISING LIFECYCLE

Before you can start a marketing campaign, you first need to decide what your marketing objective is. 

Kevin walks you through each of the objectives above, telling you what they are and when you should use them. 

Kevin however, only uses the following three:
1. Post EngagementThis advertising type is important to build your social proof (meaning your ad has likes, comments and shares).
2. Traffic: According to Kevin, this is the MOST important method of advertising, as it literally drives TRAFFIC -  such as bringing customers to your Shopify store.

3. Conversion: Conversion campaigns are campaigns you run once you know something about your customer. You will need a substantial amount of data in FB Pixel before you can run this.

Kevin then states that it is important to understand the logic of Facebook Ads and the life cycle they take to be most efficient.

He explains how to start a campaign with post engagements, then scale it to traffic ads, which will finally lead to enough data for your FB Pixel to run re-targeting campaigns.

Video 04 - HOW TO LASER TARGET YOUR AUDIENCE - MASTERING THE ART OF FACEBOOK

In order to do precise targeting, Kevin uses data he obtains from FB Audience Insights. Kevin quickly walks you through the steps to find super targeted niche audiences. 

Video 05 - CONQUERING THE HEART OF FACEBOOK ADS = DETAILED TARGETING SECTION

Kevin tells you that this is where the profitable advertisers set themselves apart. "Facebook advertising is as much an art as it is a science." 

Kevin shows you how to create an Offer and then walks you through finding an audience.

Just remember that the more targeted your ads are, the less expensive they will be - so be thorough with your target market research!

Something to note: Other courses spend entire modules on FB Ad bidding methods, whereas Kevin simply explains his method in about a minute flat...

What happens when you want to scale? How do you decide when to scale or kill your ad...? From experience I know FB Ads is not as simple as setting a daily budget and letting it run...

Let's see if Kevin comes back to this...

Video 06 - HOW TO CREATE A FACEBOOK AD THAT CONVERTS OVER AND OVER AGAIN

Kevin directs you to FB Ad Manager where he first shows you how to create a Single Image Ad.

Creating an ad (even a simple one like this), involves doing some research on similar ads to see what works, hiring a graphic designer and/copywriter if necessary.

Kevin supplies a LOT more detail on the different type of ads and their dimensions in the Supplementary Module Document. 

Video 07 - HOW TO GET HUGE SOCIAL PROOF ON YOUR ADS FOR PENNIES ON THE DOLLAR

Kevin shows you a video with pretty decent social proof. (He doesn't show you how to get a video ad such as this one, which is related to your niche on FB though)

In order to build a Social Proof campaign, you are first going to create a video ad campaign with Reach and Post Engagement as the objective. 

After you've focused on "cheaper to target countries" to gain some social proof, then you start a new campaign in the USA with  the objective as either Traffic or Conversions.

Kevin tells you when you should use which one and then creates a campaign based on Traffic

These are great tips that are once again unique to Kevin's course.

However, once again he does not tell you how to scale...

Video 08 - THE ART OF RETARGETING FOR PROFITABLE CAMPAIGNS + CUSTOM AUDIENCE BUILDING

Re-targeting Campaigns focus on specific people who have engaged with your store or FB content in some form, as opposed to a Conversion Campaign that focuses on people with similar interests, who have not heard of you at all.

Kevin shows you how the FB Pixel is used to re-target specific people who already know of your brand. 

Video 09 - HOW TO OPTIMIZE YOUR CAMPAIGNS TO PAUSE LOSERS AND SCALE WINNERS

This should be one of the most important lessons when it comes to Facebook Marketing. 

Kevin takes you to ad campaigns that he has run as an example and shows you which ones he kills and why.
However, he does not tell you how long they've been running for before he checked, which means you don't know when to check yours... 

Some courses suggest you leave your campaigns for a few days, whereas one very aggressive marketer checked every 4 hours!!! So it's difficult to judge...

Fret not! The answer relating to how long you should leave a campaign, is found in the Course Module Document. So make sure to print each of these and have them handy when watching the videos as some of the content in the videos are not covered in the course docs, and vice versa. 

Kevin shows you which of his campaigns he pauses and which ones he would scale. 

BUT, he doesn't show you HOW he scales them and it is NOT in the Additional Resources... 

This is a HUGE problem for beginner drop shippers and FB Marketers and it's strange why Kevin left such an important part of the FD Ads course out...

Video 10 - HOW TO USE INFLUENCERS TO EXPLODE SALES + GET BLOGGERS TO WRITE ABOUT YOUR STORE

Kevin starts the lesson by showing you again how to find the best niche related Facebook pages. (I guess if they have an active following, they can be seen as influencers. However, some of them might be competitors so make sure to do some due diligence.)

Kevin then shows you how to look for possible influencers on
  • Instagram,
  • using the Audience Insights tool in FB,
  • YouTube, and 
  • Google
Kevin suggests that you can offer your influencers a percentage of the sales that come from them (making them affiliates). You can track their conversions with a paid-for app that Kevin suggests.

Lastly, Kevin suggests using HARO.com.

Video 11 - HOW TO USE EMAIL MARKETING TO DOUBLE YOUR SALES

To start out with, Kevin suggests only two apps to use for your email marketing. The one is a pop-up app that builds your mailing list and the other is Mailchimp.

Kevin gives a great tip here: Don't try and reinvent the wheel. Go to your most successful competitors and see what they do. See how they got you to sign up for their mailing list and when and how they re-target you when you abandon their cart. 

Kevin shows you how set up your Mailchimp account for subscription lists (email addresses you get from Spin-A-Wheel) and how to set up the discount coupons. 

Kevin also gives some hints as to when and how-often re-targeting emails should go out and shows you how to set them up.

Video 12 - FACEBOOK ADVERTISING FROM START TO FINISH + INSTAGRAM ADS

In this "Module Summary" video, Kevin takes you from start to finish, including Research, Creating, and Publishing Ads.

This is a good over-the-shoulder tutorial that quickly shows you how to create an ad campaign for both FB and Instagram. 

Video 13 - Dynamic Product Ads Cross Platform Seemless Retargeting

Kevin introduces you to FB Dynamic Product Ads and shows you a free app that you can install from Shopify to best utilize this type of ad. 
This module consisted of 13 videos with a total length of 2 hours and 57 minutes and additional document resources.

Module 04 - My Key Takeaways 

Kevin offers a good insight into FB Ads and how to set it all up, including your FB Pixel.


Setting up your email list and re-targeting through Mailchimp is pretty good - Kevin gives a few useful tips.


Another highlight is video 12, where Kevin takes you through the entire process of getting an ad up and running, from start to finish.

CONTENT QUALITY 70%

Content: 7/10 Content covered is good enough for the basics. 


OVERALL 70%

OVERALL IMPRESSION OF MODULE 04

Kevin shares some great tips, but the overall impression of the module is that it is not comprehensive enough as you are let down by the lack of detail. AGAIN. (Perhaps Kevin wants you to invest in his FB Ad Ninja Course?)

For intermediate users this is all fine and dandy, but for beginners, this might be a difficult course to follow as Kevin goes through the course content at a fast pace. 

So the content is good (although more detailed in other courses), you just need to buckle up.

One potential deal breaker popped up for me though: Kevin talks about scaling and even shows you when - but doesn't go into the details of exactly HOW.

It doesn't seem as if he has a FB Bidding Strategy...(not for this course anyway).

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Ippei Kanehara
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