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Course Outline
Introduction to Social Media Paid Advertising
- Distinguishing between paid and organic reach
- Selecting the most suitable platform for specific campaign goals
- An overview of available ad formats and placement options
Setting Clear Campaign Objectives
- Balancing brand awareness with conversion goals
- Defining targets for traffic, engagement, and lead acquisition
- Aligning campaign goals with broader business strategies
Audience Targeting and Segmentation
- Analyzing audience demographic data
- Utilizing custom and lookalike audience segments
- Implementing effective retargeting tactics
Executing Facebook Advertising Campaigns
- Establishing a Facebook Business Manager account
- Building campaign structures, ad sets, and individual ads
- Leveraging the Facebook Pixel for performance tracking
Managing Google Advertising Campaigns
- Navigating the Google Ads account structure
- Launching search, display, and video advertisement formats
- Conducting keyword research and formulating bidding strategies
Running TikTok Advertising Campaigns
- Setting up a TikTok Ads Manager account
- Selecting ad formats such as In-Feed, TopView, and Spark Ads
- Capturing audience attention with creative video advertisements
Budget Planning and Bidding Tactics
- Comparing daily versus lifetime budget allocations
- Evaluating cost-per-click (CPC) against cost-per-impression (CPM)
- Optimizing ad spend for maximum efficiency
Refining Campaign Performance
- Testing different ad creatives using A/B methods
- Reviewing key performance indicators (KPIs)
- Implementing adjustments based on data insights
Evaluating Success and Reporting
- Interpreting analytics and platform insights
- Creating reports to assess campaign outcomes
- Using metrics to inform and improve future campaigns
Conclusion and Future Directions
- Review of fundamental concepts covered
- Providing resources for ongoing professional development
- Open Q&A session and group discussion
Requirements
- A foundational grasp of major social media networks
- Acquaintance with core digital marketing principles
- Prior experience in content development is advantageous
Intended Learners
- Professionals managing social media presences
- Marketing specialists and strategists
14 Hours
Testimonials (1)
Found the entire two days of training very informative and educational, but the content covered on Day 2 (Social Media & Mobile Marketing, Analytics, as well as Strategy & Planning) was the most valuable to me as it relates directly to my current line of work.
