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Copyright
2013 Thirty3 Productions

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The Evil FB Magician
FB Ads Magic
By Dr. Benjamin Adkins
Copyright 2013 Thirty3 Productions

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Table Of Contents
Section 1: Introduction From The Magician
Section 2: Magicians School
Part 1: Research for the Time Strapped

Part 2: Targeting Like A Magician
Part 3: Custom Audiences Sorcery
Part 4: CPC vs CPM Magic
Part 5: Ad Picture Trickery
Part 6: Ad Copy Hat Trick
Part 7: Video Ad Power
Part 8: Sponsored Stories Voodoo
Section 3: Offline Magicians
Trick 1: The “Business Owner Alakazam”

Trick 2: The “Engaged Engagement Trick”
Trick 3: “The Local Audience Sneak Attack”
Trick 4: “The Keepon Coupon Trick”
Section 4: Online Niche Magicians
Trick 5: “On The Cover of the Rolling Stone”

Trick 6: “The Affiliate Capture Trick”
Trick 7: The “Sell Through List” Trick
Trick 8: The “Page Builder Funnel” Trick
Section 5: The Magician’s Final Thoughts

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Section 1: Introduction From The Magician
My name is Dr. Ben Adkins and I’d like to welcome you to
“The Evil FB Magician: FB Ads Magic”. It is my goal that this
manuscript will change the way you think about using
Facebook ads and in turn… it will make your life better.
Over the last 2 years I’ve been using Facebook ads to grow
my offline business as well as numerous offline businesses
who have hired my company to help them.
In the past year and a half I started diving into using my
knowledge of Facebook ads for online niches as well and
during that time I’ve become a master at getting traffic from
Facebook ads and pages.
This book is an absolute labor of love. I put this together
because I literally don’t go a day without someone asking me
a question about how to use Facebook ads better.
This guide is unique however…
Not only will you be learning about the Facebook Ad tricks I
use to get insanely cheap traffic for myself and my clients, I’m
also going to show you some very specific tactics that we use
to put the tricks in action.
In section 2 of this course you’re going to learn the basics to
putting together successful ad campaigns fast. In Sections 3
and 4 you’re going to watch as I put those tactics into action
and show you what you’re about to be truly capable of.

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By the time you get to the end of this guide, I not only expect
you to be able to do what I showed you, I expect that you’re
mind will start racing with what’s possible.
A Quick Warning:
I don’t use Facebook ads in the way that most of the
“Facebook Ad Gurus” or Big Companies do. This guide is
designed to help the individual marketer and small business
owner who needs to run a lean ad campaign.
If you have millions of dollars to spend on ads and don’t care if
you burn through that budget fast…
This guide isn’t for you.
If you have all the time in the world and don’t mind wasting
countless hours dialing in ad campaigns…
This Guide isn’t for you.
However, If you’re looking to get a campaign up and running
quickly and to actually make money with Facebook Ads in
the next month, you’re going to absolutely love the things
you learn inside.
This will not be like any Facebook course you’ve ever taken
(unless you’ve possibly taken one of my courses before)
If you’re ready to go… Let’s Get Started.
Next page: Section 2 Magicians School

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Section 2: Magicians School
“You can get everything in life you want if you will
just help enough other people get what they want.”
-‐Zig Ziglar
Next page: Part 1: Researching Your Audience

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Part 1: Research for the Time Strapped
Research is absolutely essential to running a dirt cheap ad
campaign because the more targeted you are, the cheaper
you’re clicks will be for the Facebook ad you’re running.
Now…
I don’t know about you but I absolutely hate doing research
when prepping a campaign. Researching the audience you’re
about to target can be one of the most boring things you can
possibly do.
For that very reason I developed a dead simple system that can
get you the information you need to run an ad on Facebook and,
the best part is, you can do it in less that 5 minutes.
I could walk you through it but the best way to see how to get
awesome information on the audience you want to target is to
check out the video I cut for you below:
Check Out The Video Here:

http://www.evilfbads.com/research/
Warning: If you skip this video the next section of this guide
won’t make sense. This is a very short video and you’re going
to love what I show you inside.

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Now that you’ve gone through the video, you should have an
excellent idea about whom your audience is and exactly
how you need to target your Facebook ad.
Using the system from the video you just watched you’ll be
ahead of the vast majority of advertisers on Facebook (and it
only took you about 5 minutes to get that extra bit of
valuable information.
In the next section I’m going to show you how to use the basic
ad interface to plug in the data that you just got so that your
ads can go live and you can start seeing results.
Next page: Section 2 Targeting Like A Magician

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Part 2: Targeting Like A Magician
Once you’ve used my “research method”, the next thing that
you need to do is apply everything that you just learned about
your target audience and plug it into the ad editor in
Facebook.
This is where most people mess up and end up paying a
fortune for their ad. That’s a shame because its needless.
I have a simple rule about Facebook ads and if you follow this
I can almost guarantee that you’ll never “lose your shirt” on a
Facebook ad campaign (even when the campaign is a loser).
Dr. Ben’s Facebook Ad Rule:

“You will know whether or not your Facebook ad is a
winner within the first 12-24 hours of it being live.”
Now think about that. Most people lose a lot of money on an ad
because they let a losing ad run too long. Don’t let that be the
case.
Now… The secret in all successful ads is targeting. In the
following video I’m going to show you how to access the
Facebook ad editor and setup your ad for success.

http://www.evilfbads.com/targeting

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Now that you’ve gone through the video, you should know
exactly how to use the built in targeting features of Facebook
to zero in on the right audience and get a ton of people, who
are already interested in what you’re advertising, to click on
your ad.
In the next section I’m going to teach you about something that
not a lot of people are utilizing. It’s called “custom audiences”
and the only way you can use this feature is by using
something called the “power editor”.
Don’t let that intimidate you. I’m going to walk you through the
entire process and show you exactly how easy it is to target
your audience even better (and get cheaper clicks in the
process.).
Next page: Section 3 Custom Audience Sorcery

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Part 3: Custom Audiences Sorcery
A little while back Facebook made a very interesting decision
and implemented something called “custom audiences” into
their ad targeting. A very small percentage of people who use
Facebook ads are using the “custom audience” feature and
this presents a huge opportunity for us.
On top of the ad targeting features that you learned in the last
section, you can now target people by their Email Address,
Phone Number, or UID (I’ll explain more about this in the video
that follows).
This is powerful for a multitude of reasons. The core reason
that you need to focus on right now is that it allows you to
target even deeper and, because of that, get even cheaper clicks
than you did before.
Rather than bore you with a bunch of text on the matter, I cut
you a video that explains how to access custom audiences (it
isn’t available on the main ad interface) as well as use it in a
dead simple (but powerful) way.

http://www.evilfbads.com/customaud/

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Now that you see the truly amazing power behind using the
custom audience feature inside of Facebook ads, I want to
address something that I get a ton of questions about.
There isn’t a day that goes by when someone doesn’t ask me
about how to bid on their ad.
Should you use CPM (cost per impression) or CPC (cost per
click)? The answer is very simple but learning this one thing
is enough to put you ahead of 99% of the people using
Facebook ads.
In the next chapter I’m going to share the dead simple way that
we decide on how to bid on our Facebook ads.
Next page: Section 4 CPC vs CPM Magic

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Part 4: CPC vs CPM Magic
Knowing how to bid on an ad is one of the most important
things you can do when running advertising on Facebook. The
simple choice of choosing Cost Per Click (CPC) or Cost per 1000
Impressions (CPM) can be a game changer.
There are 5 Main Questions that I always consider when I

have to make this decision.
1) Do I really want people to click my ad?

(this may seem like a weird question but I’ll explain
more in the video below)
2) How sure am I that I have a winning ad?
3) How Big Is My Target Audience?
4) Where am I driving the traffic?
5) What is my return on investment for them acting on
the ad?
Before we decide whether or not to use CPC or CPM I am
always asking these questions.
To show you exactly what I mean, I cut a video to explain

everything in depth.

http://www.evilfbads.com/bidding/

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Now that you have a good idea as to why you would use
either CPC or CPM, lets talk about what most Facebook ad
courses spend most of their time on. In the next section we’re
going to tackle images.
Now… I’m not going to bore you with a bunch of theory. I’m
going to show you some of my best ad image tricks so that you
can easily create a winning image for any ad you ever come up
with.
Next page: Section 5 Ad Picture Trickery

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Part 5: Ad Picture Trickery
One of the most talked about, but least understood, parts

of creating a successful Facebook ad is you're the image
that is associated with that ad.
One of the main problems that I see is that folks are using
“tricks” to make their images stand out without any regard as
to why that trick actually works.
To truly be good at selecting images for ads you have to
understand why certain kinds of images and certain kinds of
image modifications work.
For example:
For a long time people were saying that you need to stroke
your ad image in red (have a red border around the image).
While this did help get you ad seen, most people had no idea
why they were doing it.
Hint: It made your image stand out against the main colors
on Facebook.
When Facebook stopped allowing certain people to take

advantage of this trick, a lot of people got mad. The funny
thing is that Facebook had no problem with you stroking your
image in purple (which was equally as effective).
People didn’t know the reason behind the “trick” and therefore
they couldn’t modify their tactics… basically they were
screwed.

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What I’m about to show you in the next video is going to
prepare you to be an ad image expert. It doesn’t matter what
Facebook decides to allow or disallow. Once you get the basis
behind most of the ad image tricks you’ve heard, you’ll be
able to create image tricks of you own.
My Simple Ad Image Rules:
1) Skin Gets Clicks.

2) Stock Photos < Real Photos
3) Stay away from “Facebook Colors”.
4) Make Yourself Laugh.
5) The “Eyes” Have it.
6) And Most of All: BE DIFFERENT
I’ll explain all 6 Rules inside this video.

http://www.evilfbads.com/adpic/
Now That’ You’ve Got the Image Stuff Down…

Lets Talk Ad Copy.
Next page: Section 6 Ad Copy Hat Trick

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Part 6: Ad Copy Hat Trick
I’ve seen brilliant targeting and amazing images get screwed
up by someone who doesn’t know how to write ad copy. Do not
make this mistake. The key thing that you have to remember is
that ad copy is not the first thing that gets seen.
People See the Parts of a Facebook Ad In This Order:
IMAGE à Ad Headline à Ad Copy

(get these 3 right and you nail the “hat trick”)
(yep… I threw in a hockey joke… deal with it J )
With that in mind… This is the sequence of what happens.
1) Your Ad Image will grab their attention.
2) They’ll move to the Ad Headline which should make them
want to read more (which is why they’ll read the ad copy)
3) The Ad Copy should make them even more curious which
should get them to click or take another action.
It’s that simple.
Now… How about an example… Check Out The Video For More.

http://www.evilfbads.com/adcopy/

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Now That understand the basics behind what makes a
successful ad go on Facebook I want to show you a few
things that will put you in the big leagues.
In the next Section I’m going to show you how to create video
ads that will really get people clicking and make your message
stand out.
Next page: Section 7 Video Ad Power

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Part 7: Video Ad Power
When you really need to make an impression on Facebook
you can tap one of the most powerful, and most underused
types of ad options out there.
The Facebook video ad is an extremely underused type of
ad but it makes a big impact on everyone that sees it.
Check out the Video below where I show you exactly how to set
up one of these video ads for yourself.
(P.S. In the trick sections that are coming later, you’ll see why
knowing how to put a video ad together is huge)

http://www.evilfbads.com/videoad/
When you combine the power of a video ad with the power of
what we’re going to learn next… you’re going to have
something extremely powerful. Don’t miss the next section
where I’m going to show you how to utlize sponsored stories
correctly.
Next page: Section 8 Sponsored Story Voodoo

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Part 8: Sponsored Stories Voodoo
This is the section that I almost didn’t include in the training
because I felt that this was a little too powerful to put in just
anyone’s hands.
Sponsored stories are extremely powerful if you use them

correctly. The reason they are so powerful is because of the
massive social proof that is used when they are done correctly.
I could talk about this all day or I could just show you. In the
video below I’m going to show you the correct way to run a
sponsored story and then how to make sure that you’re getting
a ton of bang for your buck.
This one video is worth however much you paid for this
guide… Don’t skip this.

http://www.evilfbads.com/sponsored/
to love what I show you inside

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What’s Next?
You just finished up the basic foundation of how to be
successful with Facebook ads. You are now armed
with some extremely powerful information.
In the following sections… I’m going to show you how to
“take over the world” with what you just learned.
Strap in and get ready. What I’m about to show you will
give you so many ideas that you will have trouble sleeping
tonight.
Enjoy the Tricks that follow…

And Don’t Use These For Evil!

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Section 3: Offline Magicians
A List of Tricks Tailored to the Offliner.

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Trick 1: The “Business Owner Alakazam”
This trick is all about putting an extremely personalized

message in front of a business owner so that you can sell them
your offline service. You’ll notice that we use this exact
technique in a variety of ways throughout this guide as its so
powerful. The key is that you can personalize an ad down to
one person and put the perfect message in front of that person
so you can get their attention and close a deal.
Magician’s Techniques Used in this Trick:

-‐ Custom Audiences
-‐ Video Ad Power
-‐ Ad Copy Hat Trick
Check Out The “Business Owneer Alakazam” Here:

http://www.evilfbads.com/bizowner/
Warning: This Trick combines several of the methods that you
learned in the first section of the guide. If you haven’t gone
through the first section this may not make sense.

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Trick 2: The “Engaged Engagement Trick”
This trick is all about using very clever Facebook advanced
targeting to put the right offer in front of the right consumer
a the right time. We typically use this trick to help our local
fitness centers, dentist, florist, as well as wedding planners.
This is a simple targeting trick but it makes a huge impact.

-‐ Target Like A Magician
-‐ Video Ad Power
-‐ Ad Picture Trickery
Check Out The “Engaged Engagement Trick” Here:

http://www.evilfbads.com/engaged/

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Trick 3: “The Local Audience Sneak Attack”
This trick is all about building assets in a local community so
you have more to offer the business owners that you work
with. I always like to build a local email list in any local area we
work in. This gives me a ton of leverage when approaching
offline clients with our services. I’ll show you exactly how we
build our local list with Facebook ads in the video.

Check Out The “Local Audience Sneak Attack” Here:

http://www.evilfbads.com/localaud/

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Trick 4: “The Keepon Coupon Trick”
This trick is all about helping local businesses get customers
using the “offers” option. Inside the following video, I’ll show
you the correct way to setup a Facebook offer (by using the
ad editor to target correctly). This is one of the most
underused features on Facebook but it can bring in a ton of
business for both online and offline businesses.

-‐ Sponsored Stories Voodoo
Check Out The “Keepon Coupon Trick” Here:

http://www.evilfbads.com/keepon/

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Section 4: Online Niche Magicians
A List of Tricks Tailored to the Online Marketer

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Trick 5: “On The Cover of the Rolling Stone”
Need to get your message in front of a journalist or someone
else who has a lot of reach. This is a trick that we’ve used with
a lot of success to get the attention of high profile bloggers and
writers.

-‐ Video Ad Power
Check Out The “Cover of the Rolling Stone Trick” Here:
http://www.evilfbads.com/rollingstone/

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Trick 6: “The Affiliate Capture Trick”
If you create products, the constant struggle is to make sure
that affiliates know about your launch and can promote it
easily. Facebook ads are the perfect way to make sure that
your launch is out in front of everyone that can help your
launch succeed. Inside this video I’ll show you how to use
custom audiences to get affiliates in “the know” about your
launch or product.

Check Out The “Affiliate Capture Trick” Here:

http://www.evilfbads.com/affcap/

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Trick 7: The “Sell Through List” Trick
Building a List is easy using Facebook ads (if you target
correctly), but creating something to give away as your
“squeeze” can be time consuming. This trick shows you how to
build a list without having to create anything to give away. This
also results in sales of products. Your end result in building a
list and some product sales (as an affiliate) as well.

Check Out The “Sell Through List Trick” Here:

http://www.evilfbads.com/sellthru/

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Trick 8: The “Page Builder Funnel” Trick
Have you ever wondered how people build monster pages
on Facebook using ads? How about how they use those pages
to build monster list? Inside this trick I show you how. This
is something I almost didn’t include in the guide. At the last
minute I wanted to share this since its such a huge part of my
business.

Check Out The “Page Builder Funnel” Trick Here:

http://www.evilfbads.com/pagebuild/

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Section 5: Magician’s Final Thoughts
Inside this guide I’ve shown you the basics o f all of the
magic stuff we do with Facebook ads everyday. I also
showed you some of the c o o l ways that we use those tactics.
My hope is that you won’t limit yourself to the things I’ve
shown you but use these tactics and come up with your own
uses for my techniques as well.
I’m so happy to have been given the opportunity to share these
Facebook ad tricks with you. Make sure to use what you’ve
learned to grow you business and help others do the same.
You have all the tools you need to really do some amazing
things with Facebook ads. Take action and make sure you
send me a message letting me know how this guide
helped you!
Best wishes!!!
http://www.benadkins.com
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Want To Learn More About How to
Use Facebook to Grow Your Business?
Check out these other Amazing Titles From Dr. Ben Adkins.
The Evil Facebook Magician: List Building Unleashed

http://www.evilfbmagic.com
Learn How to Build Huge List in any
Niche Using the Power of Facebook.
Offline Social Pilot

http://www.ospilot.com
Get the inside scoop on how
Ben runs his social media management business.
The Gravity Method

http://www.gravmethod.com
A Unique way to Help Local Businesses on
Facebook (Extremely Outside of the Box).

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2013 Thirty3 Productions

Copyright 2013 Thirty3 Productions

Section 1: Introduction From The Magician

Section 2: Magicians School

Part 1: Research for the Time Strapped

Section 3: Offline Magicians

Trick 1: The “Business Owner Alakazam”

Section 4: Online Niche Magicians

Trick 5: “On The Cover of the Rolling Stone”

Section 5: The Magician’s Final Thoughts

Copyright 2013 Thirty3 Productions

This guide is unique however…

Copyright 2013 Thirty3 Productions

This guide isn’t for you.

This Guide isn’t for you.

If you’re ready to go… Let’s Get Started.

Next page: Section 2 Magicians School