1. Research -Graph Search for “Interests” -See above -Find large interest -Take that interest to the AI tool AI Tool -Input the interest -Refine Demographics using Age/Gender section if product is specific -Go to Page Likes tab AI Refinement -Copy highest affinity item from top 5 -Remove 1st interest and input new (layer 2) – Repeat if needed -Your avg affinity should be increased Ads Manager -Open new window -Set Up Your Ad -Input your new interest -Leave demos 24+, M/F, and Desktop Add Interests -Input interest 1 by 1 -If > 1.5 mil, then remove -If interest does not add to audience size, remove -See Interest Flow Ad Launch (see ad flow) -Build out audience till high aff interests don’t add to size -Segment as needed -Schedule for next AM

2. PPE Ads: Create your ad with as much engagement options as possible. -Multiple Images with different product options -“Click for More” Engagement <> Sales. But just as FB optimizes for engagement, so do we. Overall per engagement should be lower doing this. Your shirt is a layer – the like/comment/share will happen if your shirt draws emotion. CTW Ads: Call to action must be centered around achieving a click “Are you a nurse, then click here: Link” “Are you a nurse, then this is for you => link” -Don’t mention price -Click <> Sale, we aim to lower cost here CTW is great for retargeting ads Website Conversion: Similar to CTW but CTA is a key difference “Buy Yours Here: link” “Get Yours Here: link” -Mention Price -Previous sales data drives this ad, do not run until your niche specific pixel has plenty of conversions -Run to your entire audience and let FB optimize

3. Select Interest from Graph 1.Input Interest into AI Tool 2.(If Product is Specific to certain Demo, then Narrow Down AI Tool to fit) 3.Go to Page Like Tab 4.Pick Highest Affinity From Top 5 Relevant Pages (If Pages are not related to interest, use original interest for your ads) 5.Copy 6.Delete Original Interest 7.Input New Interest (if new audience > 5mil, repeat 4-7 on this interest) 8.Affinity overall should be much higher 9.Open Ads Manager in new window and Set Up to be ready for Interest Input 10.Review Top Categories and Page Likes sections for good niche specific targets – input into the Ads Manager interests – DO NOT PUT INTO AI TOOL INTEREST SECTION 1.Never add an interest with over 1 mil in size 2.Max a Desktop only M/F 25+ audience by adding interests until new interests do not add to audience size. If they do not add to size, then remove. 11.Sorting by Relevance should give you great targets, but you can sort by affinity and audience (make sure affinity is high) for more targets 12.Once audience can not be added too, you will have a large targeted audience. 13.Move to Ads Set Up Process Flow

4. No matter the ad type or size of the audience, you want to segment out to 100-200k people in each ad. This can be achieved by segmenting in the order of: Platform > Gender > Age Note: This is for a 1mil+ audience. Segment less according to your audience size 1) Set up 1 campaign for each product. 2) Separate Gender and Platform into Ad Sets, for example “Women Desktop”. Start with just one for your first ad. 3) Within each Ad Set – separate your audience by age to break down your audience. Break it down just as Facebook does (25-34, 35-44, etc) 4) Create the first ad in the ads manager, schedule for launch at 4am the next day, then go to the Power Editor and download. 5) Duplicate the original ad for the other age demos within your current ad set. 6) Duplicate that ad set, rename it (in this case “Women Mobile”), then go highlight all those ads 7) Change the highlighted ads to Mobile 8) Duplicate “Women Desktop” and “Women Mobile”, rename “Men Desktop” and “Men Mobile” – then highlight all those ads and select Men 9) Upload all

6. Retargeting - Create Custom Audience in FB - Use redirect which pixels your audience -Exclude your CA from being targeted in your main ad -Use CTW ads for retargeting (repeat steps 1-3 for 2 layers of retargeting) -“Did you forget to buy? Get Yours While You Still Can!” -Layer 2: “Didn’t like the shirt? How about the X!” -Monitor your main ad for concerns, use retargeting to overcome them

7. ReEngage Your Commenters Once your comments stack up – interact with your customers and answer questions/concerns. You will be surprised how many people like your positive response to a negative commenter. Post a picture of your shirt and say “Check out our latest shirt – You want one? Comment Yes Below!” – You can include the price here but will get less comments – Don’t Include price – Reply to each of these comments with “Thanks for your feedback! Get yours here: LINK” – Use ReEngage to do this or have your VA – This is a great way to test a shirt for free and even get a few sales without spending a dime!!! Like the positive commenter, it gives out a notification to that commenter and may get them to return and buy. Hire a VA or have them do this as part of their daily tasks.

8. Group/List Building This part is simple and overlooked Use the message feature of Teespring to “thank” your buyers and invite them to the opportunity of keeping in touch with you. “Dear Valued Customer, we wanted to thank you for your order by inviting you to our special group of X! All you have to do is sign up here LINK and you will gain access to our FB group!” Have the sign up redirect them to the request access page for your group Once people start to sign up and request access – Have your first post be a Contest for $X for the person to refers the most people to the group. – Step 1) Invite your NICHE friends to the group (remember, they have to be Xs) – Step 2) Tag them here so we can count the winner! You will not get the contest people on your list but your group will build FAST. I built a group of 1500 people in the same niche in 1 weekend for $100. After the contest, post a “if you haven’t signed up to our email list, go here LINK”