Facebook Marketing & Advertising Course

1. COURSE TITLE

Facebook Marketing & Advertising   

2. COURSE DESCRIPTION

This intensive 2-day Facebook Marketing & Advertising course will equip participants with practical Facebook marketing and advertising strategies that can be applied to their job or business. The training covers the fundamentals of Facebook page management and takes learners through the entire Facebook Marketing process: Ads creation, audience targeting, ad campaign management, conversion tracking, remarketing, and A/B testing.

3. COURSE HIGHLIGHTS

In this course, participants will learn:

• how to create and promote their Facebook page
• industry best practices in writing ad copy, designing ad creatives, and delivering promotions
• how to create audiences on Facebook, segment, and target them effectively to produce a positive return on investment
• how to deploy A/B testing strategies to track the performance of different ad versions and determine which one provides the best results related to their goals
• how to set up a Facebook Ads campaign
• and much more

4. COURSE OBJECTIVES

By the end of this course, participants will be able to:

• develop a Facebook marketing strategy and align it to their business objectives and KPIs
• create a Facebook Page and interpret Facebook Page insights reports
• understand Facebook advertising objectives, set up a Facebook ad campaign, define ad set variables (such as bids, budget, audience targeting), and create successful ad creatives.
• set up a Facebook Pixel to measure, optimize, and build audiences for advertising campaigns
• create and define Core, Custom, and Lookalike audiences for better ad targeting

5. TARGET AUDIENCE

This course is intended for marketing executives or managers, solopreneurs, entrepreneurs, and individuals who are new to Facebook marketing and want to learn how to launch a successful Facebook campaign.

6. PRE-REQUISITES

• Basic computer knowledge
• Participants are required to bring their laptops for the practical hands-on portions of the workshop
• Participants should already have an existing Facebook account

7. COURSE OUTLINE

Day 1

Module 1 – Introduction to Social Media

• What do you know about Social Media?
• Global and local digital insights
• 10 Benefits of using Social Media
• Benefits of using Facebook

Module 2 – Understanding the Buyer’s Journey

• What is the Buyer’s Journey?
• The importance of Buyer’s Journey
• Awareness Stage
• Consideration Stage
• Decision Stage

Module 3 – Define Target Audience Using Buyer Personas

• What are Buyer Personas?
• 5 Reasons Why Buyer Personas is important
• How are Buyer Personas created?
• How do you reinforce a Buyer Persona?
• Buyer Persona Template
• Buyer Persona Example

Module 4 – Facebook Page vs. Facebook Group

• What is a Facebook Page?
• Advantages of Facebook Page
• Disadvantages of Facebook Page
• What is a Facebook Group?
• Advantages of Facebook Group
• Disadvantages of Facebook Group
• Privacy setting for Facebook Group
• Comparison between Facebook Page and Facebook Group

Module 5 – Set Up a Facebook Page

• Fill out your basic business info
• Add a profile photo and cover photo
• Fill out your Page information completely
• Customize your Page
• Add collaborators to your Page
• Schedule a post and manage scheduled posts
• Facebook Pages Manager App

Module 6 – Facebook Advertising Fundamentals

• Ad Tools – Ads Manager
• Ad Tools – Power Editor
• Ads Manager & Power Editor merge into one
• Ad Tools – Business Manager
• Ad campaign structure
• Define your target audience
• Objectives
• Ad Types
• Ad Placements
• Best Practices for Aspect Ratios
• Text in Ad Images

Module 7 – Understanding Key Advertising Metrics

• Click-through Rate (CTR)
• Conversion Rate and Return on Ad Spend (ROAS)
• Impressions
• CPM and CPC

Day 2

Module 8 – Set Up a Facebook Ad Campaign in Ads Manager

• Set Up Ads Manager
• Campaign Structure
• Ads Manager Interface
• Create a Campaign
• Placement Asset Customization
• Campaign Budget Optimization
• Payment Methods
• Split Testing
• Campaign Management
• Ad Set Organization
• Measuring Results
• Facebook Ads Manager App

Module 9 – Facebook Business Page Ads

• Promote Page
• Boost Post
• Promote Website
• Promote CTA
• Automated Ads

Module 10 – Custom Audiences

• Create a Custom Audience
• Custom Audiences from a customer list
• Website Custom Audiences
• App Activity Custom Audiences
• Engagement Custom Audiences
• Lookalike Audience
• Create a Lookalike Audience
• Custom Audience Targeting
• Custom Audience Organization

Module 11 – Facebook Pixel

• What is Facebook Pixel?
• What is Remarketing?
• Create a Pixel
• Set Up Pixel Events
• Track Your Results

Module 12 – Formulate Facebook Marketing Strategy

• Set Goals
• Know Your Target Audience
• Strategic Challenges
• Research Competition
• Create a S.W.O.T Analysis
• Establish Your Social Media Budget
• Craft Your Game Plan
• Grow Your Business with Social Media

Module 13 – Facebook Insights

• Analyze Your Page Performance On-The-Go
• Facebook People Analytics
• Facebook Posts Analytics

8. COURSE DURATION

2 Days (10 am – 5 pm)

9. COURSE RECOGNITION

FutureSkills Institute short courses are non-award courses that offer participants the opportunity to quickly enhance professional skills, increase general knowledge in a chosen area, or nurture a new talent or hobby.

Participants that attend non-award short courses will be awarded a KARUNA certificate of attendance on completion of the course.

10. TRAINER’S PROFILE

Gavin Choo

Gavin Choo is the Co-Founder and Principal Trainer of FutureSkills Institute.

He is a seasoned digital marketing entrepreneur and consultant, as well as a Singapore WSQ ACTA certified trainer. He is passionate about showing business owners and brand marketers how to get results when it comes to search and digital marketing campaigns.

Gavin has earned certifications across Google and HubSpot topics, namely Google Ads Search Certification, Google Ads – Measurement Certification, Google Analytics Individual Qualification, HubSpot Inbound Marketing Certification, HubSpot Email Marketing Certification, and HubSpot Content Marketing Certification.

He has worked in the Marketing & Advertising industry for more than 10 years in various roles such as sales, marketing, and business development.

He also co-founded Disruptive Digital, a full-service digital agency based in Singapore that utilizes a unique blend of strategy, creativity, technology, and data to help clients drive growth and competitive advantage.

Additionally, Gavin delivers training/workshops for/on behalf of the likes of Lithan Academy, Aventis Learning Group, Tertiary Infotech (and a couple of others) in Singapore.