Learn how to run effective advertising campaigns on Facebook and Instagram

Do you struggle to run effective ad campaigns across Facebook and Instagram? Are you overwhelmed by Facebook Ad Manager? Unsure of the right advertising strategy? Are you stumped when it comes to understanding whether your ads are successful or a waste of money? Our 8-week course, with our unique real learning model, builds paid social skills on Facebook and Instagram. Our Facebook ad strategy experts will help you to learn how to develop effective advertising campaigns that deliver a return on investment for either your business or your client's.

How does it work?

  • Masterclasses

    Deep-dive into the subject matter with our expert masterclasses each week, with the option to ask our ad experts questions.

  • Real learning

    We encourage all students to apply their weekly learning to run a real ad campaign from start to finish, either on their ad account or a client's.

  • Q&A sessions

    If you get stuck when applying your learning join our weekly troubleshooting clinics on Zoom to get help from our experts.

  • Learning community

    Go through your learning journey with your fellow students in our Slack community, facilitated by our ad experts, and join optional peer groups to stay motivated.

  • Facebook Blueprint

    Curated resources directly from Facebook Blueprint means forever access resources and we will also help you understand how to complete the Blueprint Certification.

Learning outcomes

What will you be able to do on completion of this course?

Week 1 | The Fundamentals of Facebook Advertising 


Advertising Trends

On completion students will be able to:

  • Articulate why Facebook and Instagram advertising is so important

  • Define social advertising trends 

  • Understand how organic Facebook Page trends impact advertising success. 


Advertising Set Up 

On completion students will be able to:

  • Articulate the difference between Ad Manager and Business Manager

  • Navigate Facebook Business Manager 

  • Navigate Facebook Ads Manager

  • Understand the three-level structure of Facebook Ads Manager.

  • Campaign Level

  • Ad Set Level 

  • Ad Level 

  • Troubleshoot common issues when working with Business Manager and Ad Manager. 

  • Understand the checklist of elements required to make advertising problem-free. 


Advertising Settings

On completion students will be able to:

  • Access billing information. 

  • Work with users including adding or removing users and changing Business Manager Roles and Finance Roles.

  • Set up and edit payment details within Facebook Business Manager.


Advertising Terminology 

On completion students will be able to:

  • Define the meanings of commonly used terms from Cost Per Click, Cost Per Acquisition, Reach, Impressions, Cost Per Result, Frequency.


Practical Challenge | By the end of week 1 students should be set up and ready to run ads on their chosen account. 



Week 2 & 3 | Advertising Strategies

Students will be giving a practical challenge to complete each week from now on with the aim of having successfully designed and executed an advertising campaign on live social media accounts by course completion if they have access to an Ad Manager account. If not they will have designed an advertising campaign and be provided with sample data on tracking success. 


Week 2 | Advertising Strategy 

On completion students will be able to:

  • Understand how to strategically approach advertising on social.

  • Know the importance of testing different factors to iteratively improve your campaigns over time. 

  • Define the role of boosted posts in your advertising strategy. 

  • Define cold, warm and hot audiences and describe an advertising funnel

  • Interpret your customer's journey as a funnel from stranger to buyer.

  • Apply the stages of Awareness, Consideration and Conversion to their own funnel 

  • Build basic funnels for their Facebook advertising. 

  • Compare a lead generation funnel with an e-commerce funnel.

  • Define a squeeze page.

  • Understand the benefit of using squeeze pages to improve conversion rates. 

  • Develop a nomenclature for advertising campaigns that helps future Ad Manager navigation. 


Week 3 | Budget Strategy 

On completion students will be able to:

  • Define the elements required to optimise the budget calculation process: conversion rates, earnings per lead and cost per lead. 

  • Work within the limitations a small budget confers on strategic advertising success. 

  • Understand how different budgets impact your strategic decision making. 

  • Design a Facebook advertising campaign that effectively distributes your budget across your funnel. 

  • Offer best-practice advertising strategies for businesses with small budgets. 

  • Compare small budget campaigns against large budget campaigns. 

  • Scale successful advertising campaigns. 

  • Understand the benefits and limitations of increasing their ad budget to scale their advertising campaigns. 


Choosing the Right Ad Objective  

On completion students will be able to:

  • Differentiate between the different Facebook advertising objectives. 

  • Select the right advertising objectives to meet your business goals.


Practical Challenge | By the end of week 3 students will have chosen their ad objective and set their overall budget. 


Week 4 | The Mechanics of Constructing An Ad  


Budget

On completion students will be able to:

  • Define Campaign Budget Optimisation and understand its function. 

  • Articulate the two budget options, Total Budget and Daily Budget.

  • Understand how each ad objective is charged. 

  • Set their budget duration. 


Ad Placement Options

On completion students will be able to:

  • Articulate the different ad placement options on Ad Manager:

  • Feeds | News Feed, Instagram Feed, Facebook Marketplace suggested videos, Facebook right column, Messenger Inbox

  • Stories | Facebook Stories, Instagram Stories, Messenger Stories

  • Understand each placement option and its merits. 

  • Know the pros and cons of working with default versus manual ad placement options. 

  • Select and deselect placements options as required. 

  • Understand how to optimise the creative for each ad placement option.


Choosing the Right Ad Format

On completion students will be able to:

  • Articulate the different ad creative options on Ad Manager:

  • Video, photo, slideshow, carousel, dynamic product and lead form ad types

  • Know which creative options to choose for different advertising campaigns. 


Constructing Different Ad Formats

On completion students will be able to:

  • Articulate the different ad creative options on Ad Manager: video, photo, slideshow, carousel, dynamic product and lead form ad types

  • Create a video ad from scratch. 

  • Create a slideshow ad from scratch. 

  • Create a carousel ad from scratch. 

  • Create a dynamic product ad from scratch. 

  • Create a lead form ad from scratch, including knowing how to access leads and work with the data you’re collecting. 


Practical Challenge | By the end of week4 students will have completed the first stage of their advertising campaign and be clear which placement options they will use and will have parameters to work with for their ad creative. 



Week 5 | Reaching Your Target Audience 


Understanding audience targeting

On completion students will be able to:

  • Define the power of targeting through Facebook to reach a specific customer type. 

  • Define the ways to target specific audiences:

  • Core audience targeting | Defining an audience to target on the basis of criteria such as demographics, interests and behaviours. 

  • Custom audience targeting | Target audiences that have already engaged with your business. 

  • Lookalike audience targeting | Reach new audiences that match the profile of your current customers including LTV lookalike audience targeting to match the profile of your customers with the highest lifetime value. 

  • Define the concept of overlapping audience.

  • Use Facebook’s Audience Overlapping tool to avoid overlapping audiences.


Core audience targeting   

On completion students will be able to:

  • Understand how to use each element of demographic/interest/behaviour targeting to reach your optimum customer. 

  • Use targeting features to achieve the optimum audience size. 

  • Save audiences segments for future use. 

  • Create a layered audience using multiple targeting options. 

  • Narrow their audience using exclusion options. 


Custom audience targeting   

On completion students will be able to:

  • Format a list for a custom audience.

  • Create a custom audience from a contact list.

  • Create a custom audience from site visitors. 

  • Work within GDPR requirements required by Facebook Ad Manager.


Lookalike audience targeting   

On completion students will be able to:

  • Set up an ad using the lookalike audience function. 

  • Define Lifetime-Value lookalike audiences (LTV).

  • Understand the format required to create a lookalike and an LTV lookalike audience.

  • Create an LTV lookalike audience.

 

Facebook Tracking Pixel  

On completion students will be able to:

  • Define the importance of installing the Facebook tracking pixel for advanced audience targeting.

  • Define the importance of installing the Facebook tracking pixel for advanced tracking, including for measuring RoI. 

  • Understand how the Facebook tracking pixel works. 

  • Articulate the process for setting up the tracking pixel on Wix, Wordpress and Squarespace websites for their clients. 


Practical Challenge | By the end of week 5 students will have set up core audience targeting for an audience segment and will have an audience segment saved for future use. Students with access to retargeting options and lead lists will have the option of setting up custom or lookalike audience targeting. 



Week 6| Developing Your Ad Creative 


Working Within Facebook’s Advertising Policies and Restrictions

On completion students will be able to:

  • Adhere to Facebook Ad Policy on landing pages.

  • Adhere to Facebook Ad Policy on your ad creative.

  • Define the restrictions Facebook advertising places on specific products/industries.

  • Understand the reasons an advert may be reviewed and then rejected. 


How Your Ad Objective and Placement Impact your Creative

On completion students will be able to:

  • Articulate how different ad objectives and placements impact the ad creative, from copy to visuals. 

  • Create visual assets that work for all placement options or tailor creative for each placement option as required. 

  • Understand how to edit ad creative within Ad Manager for the different placement options. 


Your Ad Copy    

On completion students will be able to:

  • Articulate the text components of your advert, headline, body text and description and their relative importance. 

  • Craft advertising copy at optimum length for the various components.

  • Apply best practices to your advertising copy to speak to your target audience. 

  • Test marketing messaging organically to develop insights into what works and what doesn’t. 

  • Test different marketing messaging for different audiences within Ad Manager. 


Your Ad Visual

On completion students will be able to:

  • Define the principles of a thumb-stopping image. 

  • Articulate the impact text-on-image has on potential reach of your advert. 

  • Create visuals following best practice, including optimum size. 

  • Create videos following best practice, including the right size, length and structure.

  • Test visual assets organically to develop insights into what works and what doesn’t. 


Bonus Content 

We will provide numerous lessons on best practice for photography, graphics and basic animated video creation to help you design professional looking ad creative. 


Practical Challenge | By the end of week 6 students will have crafted advertising copy and created advertising visuals formatted to work across all placement options. 




Week 7 & 8 | Performance 


Using Ad Manager to Track Ad Results

On completion students will be able to:

  • Navigate the Ad Manager Performance Dashboard. 

  • Define Facebook’s key tracking metrics.

  • Understand Column Drop-Down options and how to customise the Ad Manager Performance Dashboard. 

  • Understand how to set and work with Rules.

  • View cross-device data.


Understanding Success

On completion students will be able to:

  • Use metrics to improve your campaign performance.   

  • Use conversion tracking to measure results. 

  • Measure Return on Investment. 

  • Compare ad results to past campaigns.


Scaling Successful Ads

On completion students will be able to:

  • Define the concept of ad fatigue. 

  • Understand the relationship between budget, audience size and ad fatigue. 

  • Understand how to minimise the chance of ad fatigue. 

  • Make judgements on when to stop scaling an ad. 


Reporting 

On completion students will be able to:

  • Prepare simple reports from the Campaign Dashboard

Course curriculum

  • 1

    Week 1 | The Fundamentals of Facebook Advertising

    • Advertising Trends | learning outcomes

    • Advertising Set Up | learning outcomes

    • Advertising Settings | learning outcomes

    • Advertising Terminology | learning outcomes

  • 2

    Week 2 | Advertising Strategy

    • Strategic Approaches to Advertising

    • Choosing the Right Ad Objective

  • 3

    Week 3 | Budgeting strategies

    • Budget Strategies

  • 4

    Week 4 | The Mechanics of Constructing An Ad

    • Budget | learning outcomes

    • Ad Placement Options | learning outcomes

    • Choosing the Right Ad Format | learning outcomes

    • Constructing Different Ad Formats | learning outcomes

  • 5

    Week 5 | Reaching Your Target Audience

    • Understanding Audience Targeting | learning outcomes

    • Core Audience Targeting | learning outcomes

    • Custom Audience Targeting | learning outcomes

    • Lookalike Audience Targeting | learning outcomes

    • Facebook Tracking Pixel | learning outcome

  • 6

    Week 6 | Developing Your Ad Creative

    • Working Within Facebook’s Advertising Policies and Restrictions | learning outcomes

    • How Your Ad Objective and Placement Impact your Creative | learning outcomes

    • Your Ad Copy | learning outcomes

  • 7

    Week 7 | Tracking Ad Results

    • Using Ad Manager to Track Ad Results | learning outcomes

    • Reporting Basics | learning outcomes

  • 8

    Week 8 | Understanding Campaign Performance

    • Tracking Ad Performance | learning outcomes

    • Scaling Successful Ads | learning outcomes