Information Product Ad Operations Practical Course: Methodology, Copywriting & Creative, Delivery Testing & Optimization, Scaling and Remarketing

Course Introduction

This information-product advertising course breaks you out of the mindset of simply spending money on ads, and explains the full-chain operating system for information-product advertising. It starts from the underlying methodology, explaining the funnel math model; it deeply dissects user-persona research and multiple ad-copy types, including direct-response ads, testimonial ads, educational ads, PAS, story ads and more; it teaches the creation of ad video scripts, native ads, vertical ads and image ads. It covers pixel configuration, audience targeting, campaign setup, and multi-category KPI accounting, as well as ad testing and optimization, budget control, CBO/ABO scaling strategies, and remarketing campaign setup. It comes with a large set of video handouts and Excel calculation sheets, helping learners master the ad-operations ability to make cold customers pay on their own.

Curriculum

01 - Methodology

01 Welcome and course introduction
02 The new-generation media buyer explained (video + document)
03 Funnel math calculation (video + Excel sheet)
04 The MB workflow tool sheet

02 - Copywriting

01 Deep user-persona research, pre-production preparation (document + video)
02 Dissecting the elements of an ad (document + video)
03 Explaining the overall ad strategy (document + video)
04 Ad types, volume one: direct-response ads, testimonial ads (document + video)
05 Ad types, volume two: concept ads, educational ads, unique-mechanism ads (document + video)
06 Ad types, volume three: PAS ads, story ads (document + video)

03 - Creative Materials

01 Writing ad video scripts, demo of multiple ad samples (document + video)
02 Testimonial ad script cases, testimonial ad production (document + video)
03 Native ad production explained (document + video)
04 Vertical ad hands-on practice
05 Image ad production (document + video)

04 - Ad Launch & Delivery

01 Pixel code explained, delivery overview (document + video)
02 Audience targeting setup (document + video)
03 Full walkthrough demo of delivery settings
04 KPI metrics for three funnel types: e-commerce, information products, lead generation (document + video + Excel)
05 Hands-on demo of filling in the KPI sheet

05 - Testing & Optimization

01 Ad testing strategy explained
02 How to allocate the test budget
03 Identifying audience and appeal angles (document + video)
04 Data analysis and interpretation, funnel math sheet
05 Creative-material optimization, part one (document + video)
06 Creative-material optimization, part two (document + video)
07 Reference links and materials

06 - Ad Scaling

01 The overall scaling strategy (document + video)
02 Budget planning for the scaling stage
03 CBO delivery model explained (document + video)
04 ABO delivery model explained (document + video)
05 The secondary scaling strategy on top of scaling (document + video)

07 - Remarketing

01 The underlying logic of remarketing (document + video)
02 Remarketing ad design (document + video)
03 Building remarketing audiences
04 Hands-on setup of remarketing ad campaigns