Course curriculum

  • 1

    Welcome to the "Understanding Facebook Advertising" short course

    • Dates for the diary and Webinar link Information

    • Masterclass recordings
  • 2

    Week 1 | Designing Your Ad Campaign

    • Welcome

    • Module 1 | Learning Outcomes

    • Curated Content

    • Webinar Instructions

    • Webinar tech troubleshooting
  • 3

    Understanding Ad Funnels

    • Module 2 | Learning Outcomes

    • Curated Content
  • 4

    The Anatomy of a High Performing Ad

    • Module 3 | Learning Outcomes

    • Curated Content
  • 5

    Tracking Campaign Performance and Benchmarking Success

    • Module 4 | Learning Outcomes

    • Curated Content

What will you learn on this course?

Designing Your Ad Campaign

By the end of the first week you will be able to:

  • Differentiate between the different Facebook advertising objectives. 

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

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

  • Define Campaign Budget Optimisation and understand its function. 

  • Describe the Facebook tracking pixel and understand the impact it has on your advertising.  


Building An Ad Funnel

By the end of the second week you will be able to:

  • Describe an advertising funnel.

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

  • Apply the funnel model to your Facebook advertising. 

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


The Anatomy of a High Performing Ad

By the end of the third week you will be able to:

  • Define the principles of a thumb-stopping image.

  • Apply best practices to your advertising copy. 

  • Complete a Facebook advert from start to finish. 

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

  • Articulate which audiences are available to you.

  • Use Facebook advertising targeting to more effectively target your customers.


Analysing Campaign Performance and Benchmarking Success

By the end of the fourth week you will be able to:

  • Navigate the Facebook dashboard.

  • Define Facebook's key tracking metrics.

  • Track the right metrics for your business goals.

  • Use metrics to understand your campaign performance.

  • Use metrics to improve your campaign performance.