More than using the boost button – Facebook ads for advanced users
When you see Facebook ads, have you thought – how am I seeing this right now? And even more – how can I bring my products or services to the right people so wisely? That’s what you’ll learn in this training, and you’ll leave the boost button to those who just want to burn money.
Training duration: 12 academic hours (2 days)
Target audience: Anyone who comes across how to create paid campaigns on Facebook. Especially for marketing professionals, service providers and those who set up advertising campaigns.
Prerequisites (preferably): Existence of a company account (FB page), advertising account (FB ad account) and Google Analytics account and access to them. It would also be good to have access to the header of the homepage to add the code for setting up the FB pixel. Previous experience with creating campaigns or a good learning ability/technical acumen is helpful as the content of the training is a bit technical for beginners.
Contents of this training:
Setting up Facebook ads can seem like rocket science at first. So many different buttons, settings and options – what do they all do and how do you choose between them all? Press “Boost” or do something else? The training is fast-paced and completely practical, and the course covers the entire campaign planning process, from goal setting to actual setup. In the course of practical exercises and discussions, we go through more difficult areas so that you can immediately try out how Facebook ads really work. Questions about campaign budgeting, target group selection, good advertising text and design will be answered. Let’s look at different strategies for building and optimizing your account. Let’s go through the different settings in FB Ad manager and learn in which cases to use them. We will also take a longer look at the possibilities of the FB pixel, with which it is possible to introduce a number of additional options that make campaigns much more profitable and effective. The training group is small, which means that no one is left behind – for every question, the trainer can come to the participant’s computer and help solve problems. All participants will receive materials (slides, bases in Excel) and a workbook both electronically and on paper. This way, when setting up the campaign later, all the information is conveniently at hand.
The trainer, Katrin Vilimaa-Otsing, is a marketer adn has learned IT so can therefore answer even to your most technical questions. She’s seen tons of Facebook ads that work and even more that don’t. In any case, she helps you see all the nuances of Facebook ads, which you can’t always take into account when learning on your own.
Topics:
- The purpose of the campaign, the selection of metrics, i.e. how do you know if the campaign has been successful?
- The value proposition
- Target audience analysis – what they really care about, ideal customer creation worksheet and practical exercise
- Budget planning
- How to calculate a reasonable budget for your campaign or identify whether your expectations are realistic, examples of calculation steps + Excel basics Strategy and campaign structure – different levels of the sales funnel and their planning
- Advertising designs (texts, images) – creation, tips and tools
- FB Ad manager in practice – different options and settings, how to choose the right solution for you. Let’s go through the campaign setup process step by step
- The bravest press PUBLISH, i.e. actually launch the campaign, others have all the necessary knowledge and skills to create a functioning FB campaign.
Purpose of training:
To give the participant the knowledge, tools and skills to create campaigns that bring in money for the company, not burn it.
Learning outcomes
Upon successful completion of the training, the participant:
- Can perform target group analysis and map the market;
- Knows Facebook’s advertising requirements and knows how to create successful campaign offers;
- Can create campaign strategy and structure based on goals;
- Can model campaign results and budget using the Excel file shared during the training;
- Knows different FB pixel usage options and knows how to set them up;
- Can create different target groups using data from different sources (email, phones, engagement of posts, website traffic and activities);
- Knows what the different settings in Ad Manager are for and knows how to choose the most appropriate ones for your campaign;
- Can read and prepare campaign reports and evaluate campaign success.
Conditions for completion of training: At the end of the training, the training center issues a certificate to those who have completed the training. At the end of the training, a certificate will be issued if at least 80% of each subject of the curriculum and other requirements arising from the training program (e.g. exam, accounting, practical work, etc.) have been completed. A certificate of participation is issued to a person if during the training the achievement of the learning outcomes was not assessed or if the person did not achieve all the learning outcomes required to complete the curriculum.
Price includes:
- a prepared workplace with the necessary hardware and software in the classroom. If necessary, we provide the participant in the online environment with remote access to the software required to participate in the training;
- certicifate;
- study materials;
- consultation of the trainer on the topics learned by e-mail after the training.
In addition:
- free retraining, if necessary, if you feel that some skill needs improvement or you had to interrupt the training for reasons beyond your control;
- free parking;
- hot drinks with cookies;
- lunch on each training day.
Continuing Education Curriculum Group: marketring and advertising
Trainer
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Katrin Vilimaa-Otsing
