Facebook & Instagram Advertising Training Course

Course overview

• In the realm of digital advertising, Meta platforms are leading the charge. Both consumer-focused and non-profit organisations are leveraging Facebook and Instagram ads to achieve their marketing goals. However, the complexity of the platform and Ads Manager can be daunting for many advertisers.
• This Facebook & Instagram Advertising training course will guide you through the process of developing and optimising your ad campaigns. The course covers the strategic decisions necessary to fully utilise the platform's capabilities and offers hands-on experience with setting up ads using Meta Ads Manager.
• Responding to attendee requests, the course also delves into the technical aspects of implementing the Meta Pixel, setting up and optimising Meta Events, campaign structure, bidding, and Audiences to maximise campaign performance and ROI.
• By the end of this course, you will have a comprehensive understanding of how Facebook and Instagram ads function, equipping your campaigns for success.

Benefits

• Understand how to strategically plan your campaigns
• Choose the right campaign types to meet your business objectives
• Structure and build your campaigns to optimise performance
• Manage your Pixel and choose between Standard and Custom Events
• Optimise Custom and Lookalike Audiences to improve campaign ROI
• Navigate and use Meta Ads Manager like a pro
• Optimise your creative assets and ad placements
• Monitor and measure your campaign performance metrics

Curriculum

Setting The Scene

• Latest social media trends and behaviours
• Organic posts vs Paid posts and why paid ads are needed
• Boosting posts and why they might not always be a good idea
• Meta's ad policies: prohibited and restricted content
• The impact of browsers blocking first or third-party cookies
• Apple's App Tracking Transparency (ATT) and its impact on Meta Ads

Planning & Strategy

• Constructing your message strategy through the funnel
• Choosing the right campaign objectives; use cases and pros/cons for each one
• A full review of available ad types and formats
• How to see all of your competitors' ads
• Understanding the ad auction and what metrics to look out for

The Meta Pixel, Events & Custom Conversions

• Setting up and managing the Meta Pixel on your website or in Google Tag Manager
• The Meta Pixel vs Conversions API; what is CAPI and why use it when you have a Meta Pixel?
• Why Meta Events are so important to the success of your campaigns
• Standard Events and Custom Events: how they differ and setup guidance
• Testing Events on your website using Meta's diagnostic tools
• Pushing audiences through the conversion funnel with Events
• Custom Conversions: do I need them and how to set them up?

Managing & Optimising Ads In Meta Ads Manager

• How each campaign objective influences your performance and optimisation
• A step-by-step guide to building your campaigns
• Optimising your campaign and ad set structure
• Getting your Audience targeting working optimally to improve campaign performance
• Everything you need to know about using Custom Audiences
• Extending your reach with Lookalike Audiences
• Ad placement options – what works best and what should be avoided
• Manual vs Automated budget and bid control
• Creative guidelines for different ad formats
• Running A/B tests and dynamic creative

Measurement & Monitoring

• A review of the metrics that are available and which ones to use
• Customising your reporting view in Ads Manager
• Segmenting your data for deeper analysis
• Setting up manual or dynamic UTM tracking to measure your campaign performance in Google Analytics 4

Who will benefit from this course?

• The Facebook & Instagram Advertising training course is aimed at marketers, social media professionals, digital strategists, or business owners who are looking to improve their Facebook or Instagram ads campaign performance and ROI.