Take Your Campaigns to the Next Level with Automation and Creative Optimization
Special Fall Pricing: Regularly $1000 is now 50% off—$500. Enroll Here.
Introduction:
This advanced two-module course is designed for marketers and media buyers who are ready to scale campaigns, refine performance, and elevate their creative efforts.
Led by Certified Meta Trainer and social strategist Kineta Kelsall, you’ll get straight into the strategies that matter: how to build high-performing campaign structures, plan media spend with precision, optimize using real-time signals, and use in-depth reporting to make decisions that grow your business.
We’ll break down what it takes to run Meta campaigns at an advanced level, from audience layering and bid strategies to AI-powered testing, creative personalization, and cross-channel measurement.
By the end of the course, you’ll have the frameworks, tools, and insights to scale with confidence and prove performance at every level of the funnel.
Can’t Attend Live? No Problem!
Even if you miss the live workshop, you’ll still get everything:
- Full workshop video recording
- PowerPoint slides
- Additional handouts
All materials are emailed to registered attendees within 24 hours after the live session ends.
New to Meta advertising? Need to know the basics of setting up a campaign and navigating the interface? Take a look at the companion course, Facebook & Instagram Advertising Fundamentals.
Module 1: Advanced Campaign Planning and Strategy
In this module, we’ll go beyond just creating ads and focus on making them perform effectively.
You’ll delve into advanced creative strategy, including how to build high-converting ad assets across various formats (image, video, carousel, and collection), when and how to utilize Meta’s AI tools for creative testing, and how to tailor messaging for different audiences using features like persona-based copy and dynamic creative.
Then we’ll move into performance reporting and diagnostics, teaching you how to build reporting views that surface real insights. You’ll learn how to read attribution models, identify creative fatigue, and spot inefficiencies before they burn the budget.
Finally, we’ll unpack advanced optimization workflows from A/B testing and automation rules, to creative rotation strategies and scaling what’s working through machine learning.
By the end of this module, you’ll know how to make confident, data-backed decisions to improve results week-on-week and build a creative engine that keeps delivering across the whole funnel.
Key Takeaways
- We will explore the evolution of Meta advertising: AI tools, Advantage+ automation, privacy updates, and Partner Ads.
- Understanding buying types (Auction vs. Reservation) and where to apply each.
- Choosing the right objectives, performance goals, and when to use AI-generated recommendations.
- Implementing Advantage+ Shopping Campaigns: when, why, and how to structure for scale.
- Using budget forecasting tools to align spend with ROAS and lifetime value.
- Structuring campaigns for scale: campaign vs. ad set vs. creative volume.
- Bid strategies: from cost cap to ROAS targets, and when to go manual vs Advantage+.
- Managing audiences: broad, custom, and lookalike, and reducing overlap with layering.
- Selecting placements based on performance intent and device usage.
- Applying Brand Safety controls for compliance-sensitive categories.
- Tracking setup: Events Manager, Pixel, CAPI, and setting up custom conversions.
- Partnership Ads enhancements: control identity visibility when co-branding ads.
Module 2: Creative Strategy and Measurement
In this module, we’ll go beyond just creating ads and focus on making them perform effectively.
You’ll delve into advanced creative strategy, including how to build high-converting ad assets across various formats (image, video, carousel, and collection), when and how to utilize Meta’s AI tools for creative testing, and how to tailor messaging for different audiences using features like persona-based copy and dynamic creative.
Then we’ll move into performance reporting and diagnostics, teaching you how to build reporting views that surface real insights. You’ll learn how to read attribution models, identify creative fatigue, and spot inefficiencies before they burn the budget.
Finally, we’ll unpack advanced optimization workflows from A/B testing and automation rules, to creative rotation strategies and scaling what’s working through machine learning.
By the end of this module, you’ll know how to make confident, data-backed decisions to improve results week-on-week and build a creative engine that keeps delivering across the whole funnel.
Key Takeaways
- Creative 101 for 2025: What drives clicks and conversions today.
- Best practices for image, video, carousel, and collection formats.
- Building for flexible formats and cross-placement efficiency.
- Writing high-performing copy and using the AI-powered “Tailor to Personas” feature.
- Knowing when to use AI-generated creative variations and when to stay human-first.
- Using ‘Enhance CTA’ features and creative overlays to improve engagement.
- Understanding and exporting reports: performance breakdowns that matter.Analyzing attribution models and cross-channel conversion reporting (NEW!).
- Creating a ‘Google Traffic’ metric inside your Meta reporting.
- Identifying the right metrics: from ROAS and CPA to lift and incremental conversion.
- Combatting performance blockers: frequency, fatigue, and the learning phase.
- Optimizing with AI and machine learning-driven creative rotation.
- Using rules and automation for creative testing, pausing, and budget reallocation.
- How and when to A/B test, and interpret the results properly.
- Building a full-funnel measurement system, including offline and CRM signals.
- Applying lessons to your campaigns with sector-specific case studies.
- Ensuring compliance with the latest Meta ad policies and creative approvals.
How to Convince Your Boss Why You Should Take this Workshop
This course will help you deliver stronger results and make smarter marketing decisions. Here’s how it benefits your organization:
- Scale campaigns with confidence using proven advanced frameworks.
- Improve ROAS by implementing precision bidding, targeting, and creative optimization.
- Reduce ad spend waste by spotting fatigue and inefficiencies early.
- Adopt Meta’s newest AI and automation tools before competitors do.
- Gain deeper insight into campaign performance through advanced attribution models.
- Learn how to build high-converting creative that performs across formats.
- Take control of reporting and tracking—even across multiple platforms.
- Apply lessons immediately using tools, templates, and best-practice checklists.
The Presentations
- The workshops are hands-on and practical.
- The workshops are live so that you can ask your questions.
- Step-by-step instructions in numbered lists with the links so you can do this yourself.
- Included are lots of illustrations and examples.
Download Material
- Recorded video of the presentation with slides and audio.
- PDF of the complete presentation.
Who is the course for?
This course is ideal for:
- Experienced marketers and media buyers managing Meta ad campaigns.
- Digital marketing professionals looking to scale performance and budget efficiently.
- E-commerce and lead generation teams ready to move from basic to advanced ad strategy.
- In-house teams or agencies managing multiple ad accounts or brands.
- Professionals working in regulated or compliance-sensitive industries.
- Anyone looking to unlock the full power of Meta’s AI and automation tools.
The Presenter
Kineta Kelsall
Consultant, Social Media Trainer
With over 10 years of experience in integrating the realms of paid, owned, and earned social media, Kineta’s passion lies in understanding the psychology of human interactions. She delves into how people think, feel, and act online, firmly believing that true advertising impact happens when businesses connect with audiences on a profound level.
Throughout her career, she has collaborated with clients from diverse sectors: fintech, healthcare, gaming, technology, pharma, sport, food/beverage, and lifestyle. She has delivered global training and consultancy services for Google and Meta, where she obtained certifications in media buying, media planning, and lead training. Additionally, she actively contributes to the industry through press, TV, radio, and speaking engagements, as well as mentoring and volunteering in the education sector.
This presentation was very relatable and actionable, and the presenter addressing attendees’ input and questions made it interactive. It’s a great master class.
Workshop dates and times:
FALL 2025
Module 1: Advanced Campaign Planning and Strategy.
Wednesday, December 17, 2025, from 9:00 a.m. to 11:00 a.m. PST.
Module 2: Creative Strategy and Measurement.
Thursday, December 18, 2025, from 9:00 a.m. to 11:00 a.m. PST.
