WEEK 1–2 • REQUIRED MODULE 2

Meta Advertising Mastery

Build the professional mindset, business systems, and standards required to succeed inside DMI Collective. This is the non-negotiable foundation before you touch any ad accounts.

7 Lessons • ~12 hours
Certification Required
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9 LESSONS • WEEK 1–2

Module Lessons

1
Advantage+ vs Traditional Campaign Structures
11 min • When to go full Advantage+ vs manual control. DMI decision framework.
COMPLETE
KEY TAKEAWAYS
  • → Advantage+ is powerful but not magic — understand when the algorithm has enough data.
  • → Use manual structures for testing and learning, Advantage+ for scaling proven winners.
  • → DMI rule: Never go full Advantage+ until you have 3+ winning creatives and clear audience signals.
ACTION ITEM
Build a layered audience stack for one of your current clients using the DMI Audience Architecture template.
Video + Transcript
Full script available in your resources
2
Advanced Audience Architecture
12 min • Layered audiences: broad + interest + behavioral + custom/lookalike
IN PROGRESS
KEY TAKEAWAYS
  • → Start broad, then layer interests and behaviors for precision without killing scale.
  • → Always build 3–5 lookalikes from your best converters (1%, 2%, 5%).
  • → Exclude converters and recent engagers from cold traffic to protect ROAS.
Deliverable
Complete the Capacity Planning Worksheet (download below). Be honest — discomfort is the point.
3
The DMI Creative Testing Framework for Meta
14 min • Hook, Problem/Agitation, Solution, Proof, CTA. Test big swings.
NOT STARTED
CORE FRAMEWORK
  • Never surprise the client
  • Discovery call frameworks
  • Scope creep language & reset scripts
  • Setting realistic timelines and outcomes
Action Item: Practice the “never surprise the client” language in your next discovery call or proposal.
4
Retargeting Sequences That Convert
10 min • Multi-stage retargeting funnels that actually move prospects.
NOT STARTED
Learn the exact voice, tone, and visual standards every DMI partner must follow. Includes the one-page Brand Cheat Sheet and logo usage rules.
Open Brand Cheat Sheet →
5
The DMI Tech Stack & Tools
8 min • The exact tools we use daily
NOT STARTED
Full recommended tech stack including ad platforms, creative tools, project management, reporting, and client communication systems used inside DMI.
6
Time Management & Capacity Planning
9 min • Protecting your most valuable asset
NOT STARTED
Practical frameworks for time blocking, client load management, and building in buffer so you can deliver at the level DMI clients expect.
7
Ethics, Compliance & Professional Standards
6 min • The standards we hold ourselves to
NOT STARTED
Platform policies, client confidentiality, performance honesty, and the DMI code of conduct. This lesson protects both you and the Collective.

Module 2 Resources

VISUAL WIDGETS
Meta audience widget for Module 2
Audience Builder (Lesson 2): See the layers explained with callouts for high-intent, interest, broad. Matches DMI architecture.
Testing widget
Creative Test Grid (Lesson 3): Performance metrics with formula labels. Use for your first test.
Capacity Planning Worksheet
Fill this out honestly after Lesson 2
DMI Brand Cheat Sheet
One-page reference for voice, logo & visuals
DMI Tech Stack & Tools List
Recommended tools + setup guides
All resources are also available inside your Partner Portal and the private DMI Movement community.
CAPSTONE

Practice Lab: Meta Testing in the Real World

The only way to internalize Meta systems is to run them. Complete these tasks on a real (or sandbox) account this week.

0/6 tasks completed