Slides from a Shopify LA webinar by Jack Paxton from Top Growth Marketing. The slides explain intermediate and advanced techniques to achieve better marketing outcomes through Facebook and Instagram ads.

1. FACEBOOK & INSTAGRAM
AD MASTERCLASS
By Jack Paxton
This session is going to show you how to
scale your business using FB & IG ads.
Co-Founder
Hyax.com
Vyper.ai
TopGrowthMarketing.com

2. WHO IS THIS GUY & WHY
SHOULD I LISTEN?
• Been scaling businesses with paid ads for 8+ years & building
marketing software.
• Managed account spends of $100/day up to $100k/day (Total
spend over $200 million).
• Founder or Top Growth Marketing, Hyax & Vyper.
Twitter - @jack.henry.paxton
Linkedin - /in/jackpaxton
Website - JackPaxton.com
Email - jack@topgrowthmarketing.com

3. COVERING
● Understanding the customer
● Understanding the buyer's journey
● Understanding the marketing levers
● Benchmarks (Budgets, CTR, CPC, ROAS)
● Optimization
● Ad strategies (TOF & BOF)
● Ad types & examples
● Audiences & targeting
● Attribution (FB & GA)
● Questions
1. Introduction - Jan 14th
○ Webinar explainer
○ Why Facebook & Instagram ads
2. Facebook Ads For Beginners - Jan 14th
○ Business manager overview
○ Setting up your Facebook account properly
○ Facebook pixel
○ Facebook audiences
○ Bottom of the funnel
○ Creating a killer offer
○ The ad campaign setup for each budget
3. Facebook Ads For Advanced
○ Building the top of the funnel
○ Dark posting & social validation
○ Targeting & Finding Interests
○ Using your data for scaling
○ Optimizing BOF for ROAS
○ Optimizing TOF for growth
4. Final Notes
○ Facebook Ads Recap
○ Full digital marketing growth picture
○ Setup checklist
○ Ad creation checklist
○ Campaign launch checklist

4. ADVANCED MODE
ENABLED
The advanced tips and tricks you will need to take in order to take your
Facebook & Instagram accounts to scale.

5. TOP & BOTTOM
LEVEL TRAFFIC
To keep this simple, think of your customers in two
segments.
TOP OF FUNNEL
You need top of the funnel traffic to scale your
awareness, reach and audiences..
● Contests / giveaways
● Quizz
● Viral videos
● Your highest performing content
BOTTOM OF FUNNEL
You need bottom of the funnel to convert them and
make a profit.
● Website remarketing
● Social engagement remarketing
● Email remarketing
Bottom Funnel (BOF)
Expensive but has high intent.
Top Funnel (TOF)
Cheaper but low intent. Starting
point.

6. Building the top of the
funnel

7. TOF AD EXAMPLE
VIRAL VIDEO - Use PR/publications, social
proof, shock factor or humour to get 1st touch
point (E.g. Squatty Potty, Harmon Brothers)
SOCIAL ENGAGEMENTS
This type of content is much more shareable
than a sales pitch.
PRESS RELEASE
Leverage any coverage you get in the press to
validate your authority.
BALANCE
Need to have content that is sharable but still
positions people to purchase.

8. TOF AD EXAMPLE
GIVEAWAY - You need TOF ads that shock, capture
attention and make people stop scrolling. Get the 1st
brand touch point,
COMMUNICATE
Value to the reader, what’s in it for them?
CREATIVE
Show the product, even better, show how the product works or
will benefit them.
SOCIAL PROOF
The most important aspect of an ad. Use the giveaway to inflate
your shares.

9. REFERRAL MARKETING TIPS
● Position your campaign for what you need. The
mechanics are still the same.
● Set a high value prize
● Rewards that attract your target market
● Use bonus actions to generate
○ Email’s, followers, user generated content etc.
● Referral marketing course for giveaways, waiting lists
etc - HERE & HERE
● Behind the scenes - HERE

10. LIVE DEMO
How to use a giveaway, waiting list or rewards program to skyrocket email
list, sales and followers.
(Ad Account - LINK)

11. TOF AD EXAMPLE
INFLUENCERS - Leverage other people’s
audience and a 3rd person's point of view such
as influencers/celebs.
ENGAGEMENTS
Much more likely to get conversations &
engagement on a person than a brand.
EASIER TO SELL
Can position this like a product recommendation.
Depends on influencers audience size.
TECHNICAL
Harder to pull off as there are more variables and
costs. Paying them.

12. TOF AD EXAMPLE
UGC & Reviews - It’s means a lot more when
someone else says great things about your
company.
USER GENERATED CONTENT
This is amazing, we use VideoPeel to collect this
content after a purchase.
TESTIMONIAL
This can be from customers, influencers, industry
experts or professionals.
TUTORIALS
Get someone to film and show the world how your
product works. No corporate videos please.

13. MOF AD EXAMPLE
Warm audiences (engagements etc)
● Who are you targeting (segment)?
● What is their problem/pain? (call it out)
● What’s your solution, how are you going to
solve it?
● More informational
● Call out the discount/incentive
● Use scarcity (limited time offer, first 100
customers etc)

14. BOF AD EXAMPLE
Hot Audiences (Cart etc)
● Reminder, strike at the right time
● 1-2 sentences per paragraph
● Use emojis (fast scanning)
● Call out the solution
● Why is your solution better
● Call out the discount/incentive
● Use scarcity (limited time offer, first 100
customers etc)
● Sell in comment replies

15. SELLING IN COMMENTS
● Reply and engage with comments!
● Share coupon codes
● Mention scarcity
● Educate and provide more info to influence the
sale
● Add links to your product
● Add links to other products to upsell
● Conversation marketing is a THING!
● Train your community manager in sales

16. COPY BEST PRACTICE
● Let your customers write the copy for you:
Use testimonials, UGC, comments, & reviews
● Hook in first 3 seconds
● Keep it simple
○ How the product works
○ Life before and after purchase
○ Why it’s better than other solutions
● Separate PROS and REM messaging.
● Sell the end solution
● Avatar Sheet

17. AD CREATIVE
● Video is king
● 4:5 or 9:16 (portrait) or 1:1 ratio
● 15, 30 and 60 sec versions
● Capture attention in first 3 sec (Hook)
● Have a CTA at the end of video (Action)
● Use image & longer video in remarketing
● Use captions on videos with voice
● Show off product, how it works & why it’s
great. Why should they buy?
● eCom use collection and tag products
(examples)

18. EXAMPLE
Campaign Type = Conversions
Ad Type = Video ad
Copy: Headline
Fun Micro Puzzles To Cure Quarantine Boredom
Copy: Body
Personalized & custom make your own puzzle or choose
from 25+ design. Made in USA 󰑔
Featured in → KTLA, Puzzles HQ, Buy Hand
Over 350+ five ⭐ reviews 👉 MicroPuzzles.com
Copy: Description
Shipped daily, delivered within 3-6 days.
Creative = KTLA video interview (PR)

19. Dark posting & social
validation

20. SOCIAL
VALIDATION
● Popularity, trends, lines and
influence is an attention
grabber.
● This applies to social media
as well. How do you build
HYPE?
● The Milgram Bickman &
Berkowitz Experiment
Read more:

21. USING DARK POST
● Keep that attention &
validation by using “existing
posts”.
● Build additional validation
(stopped/in-line people) with
every new audience test.
● Look at performance across
the entire ad account.
Read more:

22. LIVE DEMO
This quick demo will show you how to make an ad and all the things you
should consider during the build
(Ad - LINK)

23. Ad FAQS
● What’s the best campaign & ad type?
● What makes a good ad that makes people want to click?
● Should I boost my organic posts or will this negatively affect my organic reach?
● Why are my ads not working, I’m losing money?
● How long should I test my ads for?
● What should I do if my ads if they are not working? (Hubstaff SOPs)

24. Targeting & Finding
Interests

25. Good creative plus great targeting is an unreal
combination to scale your Facebook ads account.
INTEREST TARGETING
FOLLOWER PAGE SUGGESTIONS
Like a brands page and copy the suggestions.
AUDIENCE INSIGHTS
Huge database of affinity audiences to find targeting
options.
FB AD SUGGESTIONS
Within the ads manager you can use the suggestions
that Facebook shows you.

26. 1. PAGE SUGGESTIONS

27. 2. AUDIENCE INSIGHTS

28. 3. AD ACCOUNT SUGGESTIONS

29. 4. RESEARCH - GOOGLING LISTS

30. LIVE DEMO
How to find the best interest targets to run your ads.
(Insights - LINK)

31. Using your data for
scaling

32. The most important thing when scaling is data. Use Facebook
Analytics to track conversions and build high quality audiences.
HOW TO BUILD
AUDIENCES WITH DATA
SOCIAL DATA
These are all the actions people take on your
Facebook and Instagram pages.
WEBSITE DATA
These are all the actions someone does on your
website. Purchase, view content etc.

33. FB ANALYTICS TOOL
BUILDING
The best tool for building audiences for LAL’s.
CUSTOMER LTV & AOV
Easily see customer lifetime value & average
order value.
MONITOR TRAILING
CONVERSIONS
See conversions past the attribution window &
from the first interaction.

34. FB ANALYTICS - CREATING AUDIENCES
WITH FILTERING
Minimum = 100
Ideal = 1,000
Amazing = 4,000

35. FB ANALYTICS - CREATING AUDIENCES
PERCENTILES
BEST
CONVERTERS

36. FB ANALYTICS - REPEAT PURCHASE

37. FORMULAS TO USE
● Lifetime Value (LTV) = Total Revenue / Number of Customers
Ideal = $200-500 (can also look at 90 day or 12 month LTV for better cash flow)
● Average Order Value (AOV) = Revenue Per Checkout, Per Person
Ideal = $100-200
● Ad Click Through Rate (CTR) = Impressions / clicks
Ideal = 1-2%
● Website Conversion Rate = Visitors / Conversions
Ideal = 2-5%
● Profitability = (Visitors x Conversion Rate x LTV) - Cost
Ideal = Profit Margin over 30%

38. UNIT ECONOMICS
● Use calculators & spreadsheets
● Need to understand your numbers and
metrics so your can plan out growth, cash
flow etc.
● Benchmark and understand different
customer journeys
● TGM’s Calculators - HERE

39. LIVE DEMO
How to use data to build valuable custom audiences that will convert.
(Analytics - LINK)

40. Optimization Tricks For
BOF

41. COLUMN SET UP
Make sure to save these columns
1. Campaign Name
2. Amount Spent
3. Budget
4. Purchases
5. Cost per Purchase
6. Purchase ROAS (Return on Ad Spend)
7. Purchases Conversion Value
8. Adds to Cart
9. Cost per Add to Cart
10. Link Clicks
11. Unique Link Clicks
12. CTR (Link Click-Through Rate)
13. CPC (Cost per Link Click)
14. Landing Page Views
15. Cost per Landing Page View
16. Impressions
17. CPM (Cost per 1,000 Impressions)
18. Frequency
19. Post Saves
20. Post Shares
21. Cost per Post Engagement
22. Engagement Rate Ranking
23. Quality Ranking
24. Conversion Rate Ranking
25. Custom metrics (step conversion rates etc)

42. VIEW METRICS
Looks at your campaign stats vs the account averages.

43. BOF OPTIMIZATION
● Focus on ROAS.
● Creative & copy will be more
impactful for finding further
profits. Matching those to the
audience.
● Segmentation on large accounts
(multiple ad sets per audiences).
● Wide on small accounts (all in 1
ad set). Bottom Funnel (BOF)
Expensive but has high intent.
Top Funnel (TOF)
Cheaper but low intent.
Starting point.

44. LIVE DEMO
Looking at your ad account columns and analyzing performance.
(Ad Account - LINK)

45. Optimization Tricks For
TOF

46. TOF OPTIMIZATION
● Focus on shares, CTR and other metrics
that show interest.
● Optimize on lifetime, 30 day a 14 day.
● Do not look at day to day stats.
● Delayed conversions increase ROAS.
● Naming convention is organization
● Our cheat sheet - HERE Bottom Funnel (BOF)
Expensive but has high intent.
Top Funnel (TOF)
Cheaper but low intent.
Starting point.

47. The 1st step is to engage and get the 1st touch
point. The 2nd step is getting the conversion. The
3rd is to repeat step 2 as many times as possible.
CUSTOMER JOURNEY
COMPARE MODELS
What's the real ROI on your campaigns and channels
FIND YOUR MONEY CHANNEL
Mind the channels and campaigns actually moving
the growth needle
SEE WHERE TO SCALE
Stop wasting money on campaigns that are not
turning into customers.

48. ATTRIBUTION MODELS
Start looking at the full picture. Then optimize based on that. Change you Google ads to positional or
linier. Then look at reports as positional 40%.

49. FB ATTRIBUTION - COMPARE
Positional 40%
Last Touch

50. LIVE DEMO
How to use the attribution tool to see what campaigns are actually driving
conversions.
(Attribution - LINK)

51. TARGETING & TRACKING FAQS
● What should my targeting be on a small budget < $50/day
● Which platform has the most accurate tracking and stats?
● Why does Google, Facebook & Shopify not match up?
● What channels should I run ads on? All or just 1? How does that effect tracking?
● Why should I use UTM’s?
● What ratio should I spend on PROS vs REM?

52. RECAP & FINAL
TAKEAWAYS
The final takeaways and things you need to remember in order to be
successful with running Facebook & Instagram ads.

53. FUNNEL
Understand the funnel and
break up your traffic to
TOP and BOTTOM.
REMARKETING
Focus on making your
profits in remarketing. Ads,
email, organic etc.
DATA
Spend time understanding
your target audience, what
makes them buy? Then TEST,
TEST, TEST.
CREATIVE
Use dark posts & tested
creative to capture people's
attention.
KEY SCALING FACTORS
Invest time into these 4 things to scale your brands & accounts.

54. Facebook & Instagram
Ads Recap

55. AD RECAP
● Always be testing.
● Use the triangle of growth to find areas to
improve.
● Offer will make the biggest impact on
metrics.
● Always be testing.
● Use the triangle of growth to find areas
to improve week after week.
● Offer will make the biggest impact on
metrics.
● Naming convention is key.
● UTM’s and tracking are vital for scale.

56. Full digital marketing
growth picture

57. DIGITAL MARKETING IS MORE THAN ADS
● Paid ad channels like Facebook are only
1 piece of the puzzle.
● You need a good product, good offer & a
diverse stream of traffic.
● Benchmark for conversion breakdown
○ 30% Paid ads
○ 30% Email
○ 30% Direct/None
○ 10% floating

58. Setup checklist

59. SETUP CHECKLIST
● You need to own all your assets.
● Start with 1 channel then expand as
overlap of conversions gets messy.
● Start small & grow as you see success
($20-50/day).
● Start with remarketing (ads, email etc),
it has the highest ROI.
● Use our calculators & templates before
spending anything!

60. Ad creation checklist

61. AD CHECKLIST
● Test everything and don’t guess or
assume ANYTHING! You know nothing!
● Separate out stories & other
placements at a minimum..
● Test offer, then creative, then copy.
● Reality check, would you click on this ad
(be honest)?
● Do your links work?

62. Campaign launch
checklist

63. CAMPAIGN CHECKLIST
● Use the split test features for campaign
type, bidding etc.
● Seperate the REM and PROS on the
campaign level.
● Organize your sale events and
evergreen by campaign.
● Use proper naming convention, copy
our template.

64. YOUR TO DO LIST
Do these things as soon as you get back to your computer.
2. Talk to your top customers
Past purchase surveys (ads, email, messenger). They
have the answers you need.
3. Segment your traffic
Start looking at your traffic as top and bottom of the
funnel.
4. Use video
Use video, show how your product or service works
and how it will benefit the viewer/buyer.
1. Setup Facebook & conversion
API
This includes the pixel, attribution tool and your ads.
The earlier the better.
6. Create a TOF campaign
Choose your campaign type (giveaway, video,
influencer, etc.), start scaling your brand/traffic.
7. Double down on remarketing
Don’t let prospects ever forget you. Drive more and
faster repeat purchases. Increase LTV.
8. Focus on the share
How can you get more shares? Earned impressions
are the most valuable social metrics. P2P referrals &
brand introductions are gold.
5. Optimize website for mobile
Fast page load, easy to navigate and checkout on
mobile. Increase CVR and AOV.

65. THANKS, QUESTIONS?
Names - Jack Paxton & Jennifer Malka
Website - TopGrowthMarketing.com
Twitter - @JackHenryPaxton
Linkedin - /in/jackpaxton
Email - jack@topgrowthmarketing.com (or Jenn@...)
🤗 Email for slides or if you need help running ads