Transcription
Today is launch day, and in this video, I'm going to be taking you behind the scenes and show you literally every little tiny bit about the coaching program that I've been working on for the past six months, that has been requested over a thousand times for the last 2 to 3 years.
And to kick us off, I am super happy to announce that if you are watching this video right now, the doors are officially open. The program has launched. The blueprint is live. So, while you could rush right now to the description and you could sign up right now, what I'm going to do in this video is I'm going to show you every little bit about this program. Everything under the hood, every little detail about what you're going to get as a result of joining this program. We're going to cover every single optimization that we use for over 80 active clients at the Moonletters right now by some of the best media buyers in the world. And I'm going to show you how you can set this up for your own brand and you can manage your ads on your own to be as profitable as possible. So without wasting a second more, let's get right into it. I'm going to show you the modules of the blueprint.
So while doors are open right now, they actually close on October 1st, and that is when the program officially launches. So if you don't join by October 1st, the doors are closed. There's no way to get in, and we are keeping those doors closed until at least the new year. And in fact, we might not even ever open those doors again.
Now, I should also mention that the price of this program is never going to be lower. This is the grandfathered-in price. This is the first cohort best deal you will ever get, and it includes two bonuses which I'm going to go through in just a moment. Without further ado, let me give you a full breakdown of what this course is. I'm going to go through the sections first, and then we're going to dig into the weeds.
Okay, so throughout this program, what we are calling the Facebook Ads Blueprint, it is composed of six main sections with two bonus sections that you only get for this cohort. Now, I want to give everyone a big warning here. This is not a pretty program. This is not the stuff that we post on this YouTube channel because it would get very little views. This is everything you need to know step by step for beginners all the way to the most advanced experts. This is literally everything that I have learned over the course of my 12 years of media buying put into one single program over the course of six plus months of recording.
So the very first section is Day One of Ads. This is actually a sneaky section because it's not just for people that are just starting, but it's also for people who are trying to pull back and get better results. These are some of the most important things that we do on every single account that we audit at the Moonlighters when we're taking them on in the onboarding process. Key highlights of this. First things first, I have an entire dictionary of literally every single term that you need to understand for ads. I've cut a lot of the crap out of there that you don't need to understand. Things like CPC, we all know is cost per click, but things like LTV to CAC ratio, which is one of the most important metrics for measuring success, is something that we do have in this quote dictionary. The other thing we have in this early section is a complete guide to every single setting in Facebook Ads. I went through the Facebook Ads platform and I took screenshots of every single possible setting. I'm talking everything, and I give you my honest opinion on it. Now, you'd probably recognize that this would stink as a YouTube video because no one would care, no one would watch it. But if you're an actual killer media buyer, these are the things you really need to understand. I also go through some basic pixel setups, some advertiser settings, and then most important to this section is I break down how to just get the ball rolling. The first day one setup that you need to implement, and also the creative and product strategy that you need to start with on day one. So, keep in mind this section, yes, has some things that are really, really important for day one beginners, but it also has some things that are really, really important for people that have been managing ads for a really long time. And when things aren't going too well, these are some of the core fundamentals that you need to understand.
Now that we've got through the Day One of Ads, the very start here, I'm actually going to take you onto my screen here where I'm going to break down everything else moving forward. So, the next section that I break down here is our strategy and structure in our ad account. If you're a YouTube watcher of mine, if you've seen some of my videos, you have seen this exact framework before. This is still the core framework, but never have I ever dedicated entire 30-minute videos to each of these campaigns. So, we have dedicated videos to a prospecting campaign, how this has changed in recent days, literally last couple weeks. We have a dedicated video for retargeting, the exact audiences, everything you need to set up, every single little setting that you need to check. We have our exact video, the same thing for our retention campaign. And then not only do we have a video for the actual scale campaign, but I actually talk about the pack system that we have within here. So again, like I've gone through the basics of this on YouTube because how much could I squeeze into a 30-minute video? But if I have hours to go through every single little detail, that's what you're going to get in this. In this part here, I go through literally everything you need to know about how the pack system works. A lot of caveats. There's a lot of questions. There's a lot of "if that then this." There's a lot of "what do I do in this scenario?" What do I do when I have different country breakdowns? What do I do when I have multiple different products that advertise? What do I do when I have different average order values? Right? All of that is going to be tossed into this section. So, there's not just the high level. This is getting really, really big into the weeds. We have full breakdowns for prospecting, scale, retargeting, retention, and the pack system. We also have our secret, which is not actually anywhere on this strategy or structure of our catalog retargeting and retention campaign setup, exactly how we do that. That's how we squeeze about 5 to 10% extra out of our ad accounts without really setting up anything complex.
I have a full breakdown video of how audiences actually work. So, you can't see it, but just over there, I have an entire whiteboard that I've broken down how audiences really work, not just how Facebook tells you how audiences work. So, for example, why it's so important to have both broad audiences and interests put together. This is so important, and most people don't understand it. So, I have an entire video dedicated just to that because if you get that kind of philosophy, if you understand that philosophy, it opens you up to a completely, completely different realm of why you're testing certain things and really opportunity for yourself. We also have two videos that we built around how to scale, how to graduate, and most important, what to scale. Like, why do you actually take an ad and move it from your prospecting campaign into your scale campaign, right? I could tell you really quick, you just take the top performers in here, but most people completely don't know what an actual top performer is. A top performer isn't just the high ROAS. It's not even just the highest spending. There's a combination of metrics that we look for that actually qualify it as a top performer and therefore as a graduate. So those are the things we get in extreme detail. We're talking 20, 30 minutes just explaining each of these concepts. As I said already, like the goal is like you walk out of this and you understand every detail of media buying that I've ever learned in my entire career.
After we go through account structure, which I know is the main thing that most people have come to me for in the past, we go through creative, which is not something I actually talk about too much, but creative is very, very important. If you don't have a good account structure, then you can't just throw creative at the wall and hope that it works. But if you have a good account structure and you have crap creative, then you're also not going to get a good result. You need both to function. So, I dedicated an entire section on how to create good creative, how to create AI creative completely for free or really, really cheap. How to create UGC, how to create UGC AI, how to create scripts using Claude, ChatGPT, and then implement those scripts to UGC creators. Literally, I broke down a full guide on this. Let me show you just a few of them.
So, just to give you a little bit of a sneak preview behind the creative side of things, this isn't just like, "Hey, build this creative," or, "Hey, use this template." To be completely honest with everyone, that's not realistic. And anyone that says that this template's going to work for your business, is probably not really thinking too hard and probably trying to take a shortcut out. In this case, I'm breaking down the actual concepts on how to create good video ads, how to create good static ads, how to create AI imagery, how to create AI UGC, how to create UGC in general. So, this here is like one of the templates that I break down. Just a little sneak preview. This is the three-act structure. I've broken this thing down in extreme detail. And I'll just show you like what one of these videos actually looks like. I'm not only just breaking the pieces of this down, but then we're going to use this three-act structure and then plenty of other examples, too, to actually create scripts, to actually show you how to implement those scripts in real creative, which is just something that no one teaches you. And it's really important because you work with these UGC influencers, you spend thousands of dollars, you get a crappy hook, and your video doesn't work, or worse, you get a good hook and they don't show the product properly. There's so many key elements to this to make sure that when you do pay for that creative or when you do create that creative on your own, that you're actually following things properly before you spend thousands of dollars behind it and waste your money.
Now, this one's a little bit of a sleeper, but on the creative side, I also broke down a video on creative placements. I'm not just talking about what the placements are. You can go look that up yourself. I'm talking about every placement that's important depending on your kind of business, and then also what's important based on what you're able to create. So, I give my opinion on every single ad creative placement, what you should be doing for your business specifically, whether it's depending on your niche or depending on your creative capability. These are just little details, right? I think you're probably getting the gist of things by now. Like, this is the extreme detail that I've decided to go into in this case. This is not "spin up a YouTube video in two or three hours." This is months and months of work that I've poured into this so that anyone that goes through this entire program, I have no doubt will get immense amounts of value and ultimately make a lot more money than they're actively making with ads.
The next section after creative is measurement and goals. Now, measurement and goals is something that most people want to just skip right over, but it's actually one of the most important things, and I'll give you a quick example of why this is so important. Most new businesses or struggling businesses often make up their goals. What feels like out of thin air, or if it's not completely out of thin air, it's based on something that happened in the past, or it's based on a benchmark that was created in someone's head. I actually break down right here how I like to set my goals, how we set our goals for our clients at the Moonlighters. And all of this is based on profit, contribution margin. So, it's not just based on ROAS. I know people get obsessed with return on ad spend, but the reality is what actually matters the most. Is it more important for you to get a nine return on ad spend, or would you like to make more profit? Do you want money in the bank, or do you want high inflated metrics? Everyone wants money in the bank. So all our goals, the models that we use, I've created literally calculators that you could steal. You will get these included in everything, of course, that you could implement your exact place into this calculator right here. It spits back at you what you should be targeting in terms of CPA, in terms of ROAS. These are break-even calculators. I like to call these gravy calculators. And then we always tie this to what we call the king goal. I also break down the most important Shopify reports that you need to understand. And then one thing that I absolutely love, it's called the gut check. I have this way that I measure the pixel specifically in Facebook Ads to actually understand if it's tracking properly. So pixel stuff sounds simple, but it also sounds like a big pain all the time. And I know a lot of people don't even go into their Events Manager. But what we do, why this is so important, how we gut check our pixel, um, is we actually go, and I'll show you exactly how to do this. We go into our Events Manager. We look through each of the events and compare the CAPI to the pixel. This is one of the most important things you need to do. It's never going to allow anyone who's actually working on your account to get more credit than they deserve. It's going to make sure that the pixel is fair, accurate, and counting everything. It's a very important thing that most people really need to do. And there's kind of a bit more that we do on the measurement side. I'm giving you all the templates that I use in terms of reporting, in terms of breaking even, calculating, and goals. It's some of the most simple, easy things that I've ever used, and they're basically the same reports that we use internally at the Moonlighters that are only going to be exclusively available for people that join this program.
Now, let's get into the good stuff. On my screen right here is actually the behind the scenes with the script of what I say right off the bat in this video. And I wanted to show you guys this because I think this is just the epitome of what this is. I literally said right off the top here, this is one of those videos that I want to put out into the world and I almost don't want too many people to see it. In this section of the program, I go through all my advanced operations. My advanced operations are the most complex things. Now, if it's early days for you, if you're just starting out, if you're a beginner, then these advanced operations are going to be things you want to watch, digest, take notes on, but you don't need to implement from day one. These are going to be the things that you just need to know. Having this knowledge in the back of your head for when you do scale and when you start to grow. This is the stuff that's going to save you thousands of dollars because this is all from the mistakes that I have made on my own, right? I've probably lost hundreds of thousands of dollars in advertising by making mistakes and not understanding these things. But literally through trial and error and just a decade plus of doing this, I break down every little detail of how the learning phase actually works. But I try to break down how these very complex algorithms actually function in the most simple way. And I'll give everyone a big hint here. Right? What I break down here is not the stuff that's necessarily cool to say. It's mostly the stuff that's just completely real and it goes against what most people will tell you pretty much anywhere.
In this advanced operation settings, I also go through some things that I've never talked about before like proper frequency management. How you're probably wasting a good chunk of your ad spend overspending on retargeting and retention. How you could actually identify that not just with spend and ROAS, but how you could identify that with frequency and other really, really nuanced metrics. Kind of the more advanced stuff that you're really not going to get in a casual YouTube video that I put together, but the true nitty-gritty details of things. I also go through highest volume versus highest value. So, most advertisers default to highest value. I talk through why and who should work on highest value, who should work on highest volume. Again, the nuances of things. I go through each niche, every category, who should be working on those. Whether you have one product, 100 products, 5,000 products, whether you're dropshipping, whether you're selling something that's high ticket, all of these things really matter because they really add up to 10, 20, 30% improvements. And when you stack a bunch of those on each other, that's literally the difference between highly profitable and not even considering profitable. And one of my all-time favorite advanced operations, these are the day of week analysis, time of day analysis, platform and placement analysis. Each of these, not only do I break them down, how to do them, exactly how to pull the reports, how to put them in a Google sheet, how to pivot the data, but I also explain how to not just pull the data, but then implement the data into your actual ad account. And that's something I've really never done publicly because it's so nuanced because it depends on so many factors. If you're a big business that's spending hundreds of thousands of dollars, how you implement that is going to radically change compared to if you are a small business that is just starting out. Should you even implement something like that? One of the most common questions I ever get on my YouTube channel is what do I do if I target in different countries and what do I do if I have hundreds of products and how do I implement that within your framework? I go through all of that in detail as well. These are serious common questions with big repercussions, and it's very important that they're handled properly.
Now, there's a boatload more of advanced operations that I didn't even go through. I have the whole list on my screen right here. And the cool thing is on top of what I've already created, you're going to have the opportunity to ask questions. And the questions that get the most upvotes, I'm going to make more videos on exclusive for this program. These are not videos that I'm necessarily going to publish publicly. These are videos that are going to stay private within this program so that only people who are asking these questions that actually want the exact answers to these questions are going to get them.
And last but not least, we have two bonuses. These bonuses are only available for this cohort. Now, I've explained this before, but the doors open today, September 15th, and they close October 1st. If you are not in that two-week period, the doors are literally closed until we somehow reopen them again in the future. Right now, the plan is we are definitely not reopening them until 2026. And we might not ever reopen them. To be completely honest, I'm not sure. But what I can promise you is that these two bonuses will only be available for this cohort right now. And I will not talk about these specific bonuses anywhere else except inside this program.
The first is called the Shotgun and Sniper Method. This strategy is something we have toyed with a lot in the last two quarters specifically. It's for brands with high creative volume and a lot of products. This method has worked incredibly well for those that can produce high volumes of creative or people who have hundreds or even thousands of products. This sniper shotgun methodology works on a rule-based system. It's very complex, and it works side by side with our OG framework. That is something that I've never said online before, and I hope that everyone who joins the program that specifically is looking for a new strategy and structure sinks their teeth into this one because it is so good right now.
And last but not least, Q4 is here. The program officially kicks off on October 1st, which is the first day of the fourth quarter. So, I have an entire section dedicated to 2025 Q4. The exact plans, the exact strategies, how to actually set up your ads for Black Friday, what you should be promoting, when you should be promoting, every detail that you can imagine about the fourth quarter, and how to set yourself up properly is going to be packed into this bonus.
Now, I also want to be very clear about a few things. If we ever open our doors again, the price is never going to be as good as it is today. If you join this very first cohort, consider yourself in the early alpha group. No one is ever going to have a better price than you are right now. I also want to mention that there's never a more impactful time in e-commerce than the fourth quarter. That's why we decided to launch this on October 1st. We want everyone who joins us to hit the ground running. I want the flood of information that you're going to get as a result of going through this entire program to impact your bottom line. And I know one thing that's going to come up is why don't we just open the doors all the time? Why can't I buy in six weeks from now? Why can't I buy in two months from now? The reason is the content is going to change. The strategies change, the settings change. All of this stuff needs to be updated and very, very recent. That's why even though we've been working on this for six plus months, we haven't actually started to record the final versions until just a few weeks ago. Everything is going to be the most updated version possible. So that six weeks from now, or two months from now, or four months from now, when they go to revise the entire UI, or they change the Advantage Plus system, or when we have a new strategy and structure, it is absolutely what's most relevant to today.
So with all that being said, I just want to cap off here by saying I'm excited about this. This is something I never thought I would have the absolute privilege to do. And it is because of everyone watching behind the screen right now that I can actually put tons and tons of hours of effort into something and make this happen. So, thank you all for supporting this channel. And look, if you don't want to buy, if you just want the free info, do it up. Hit the like button, comment, ask me questions. I'm always going to be providing as much value as I can to the market. And I hope I see as many of you on the other side as possible.