Special Winter Pricing: Regularly $1000 is now 50% off—$500. Enroll Here.
Meta advertising has entered a new era of AI-driven automation. Advantage+ campaigns, AI-powered audiences, and automated optimization can dramatically improve performance—but only when marketers know how to guide technology with the right strategy and creative.
In this hands-on workshop, you’ll learn how to combine Meta’s latest AI capabilities with proven marketing principles to build more effective campaigns, improve targeting, increase engagement, and maximize advertising ROI.
Through two practical modules covering media strategy and creative execution, you’ll gain a framework for using Meta’s automation tools without losing the human insight that drives results.
Can’t make it to the live session? No problem. We’ll send the workshop video, workbooks, and supplementary materials shortly after recording so you can catch up, revisit, or reinforce your learning.
Advantage+ can do a lot of heavy lifting now. But handing everything over to automation without understanding what it’s doing — or where it needs your input — is how budgets get wasted.
This module is about knowing exactly where the AI ends and your strategy begins. You’ll learn how to use Meta’s AI tools properly — Advantage+ campaigns, AI-built audiences, automated placements — while keeping enough human input in the loop that your media buying stays sharp, not generic. We’ll cover the measurement tools that actually matter, how to read and act on them quickly, and the objective and optimization settings that decide whether your budget works for you or against you.
Key Takeaways:
The best media strategy in the world won’t save a creative that doesn’t connect. On Meta, the scroll is instant and unforgiving — your creative has about a second to earn the next one.
This module is about building creative that holds attention and adds real value, not just creative that ticks a format box. We’ll get into hook-writing that actually works, how and when to rotate creative so fatigue doesn’t kill your results, and how to use every format Meta gives you — Reels, Stories, carousels, static — with intent rather than habit. We’ll also cover captions properly: not just what to say, but how to write them with platform SEO in mind, so your content gets found as well as watched.
Key Takeaways:
How to Convince Your Boss Why You Should Attend This Course:
This course will help you deliver stronger results and make smarter marketing decisions. Here’s how it benefits your organization:
The Presentations:
Download Material:
Who Should Attend:
This workshop is ideal for:
Prerequisite: Participants should have a basic understanding of Meta Ads Manager and campaign setup.
The Presenter
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.
Module 1: Meta Strategy — Working with the AI Algorithm, Not Against It.
Thursday, October 1, 2026, from 9:00 a.m. to 11:00 a.m. PDT.
Module 2: Creative Strategy — Making Content People Actually Stop For.
Thursday, October 8, 2026, from 9:00 a.m. to 11:00 a.m. PDT.
Special Fall-1 Pricing: Regularly $1,200 is now 50% off—$600. Enroll Here.
Special Fall-2 Pricing: Regularly $1,200 is now 50% off—$600. Enroll Here.
We all understand just how fast the marketing landscape is changing. Not only in terms of the advance of AI, but also with the rise of first-party data, the omnichannel experience, and the explosion in short-form social content.
All these developments have an impact on copywriting, with demand for increased personalization, effective story-telling and high-impact messaging across email, ads, social posts, video scripts and the web.
In this three-part copywriting Masterclass, you’ll be introduced to the essential principles of copywriting for digital and advertising channels. You’ll also explore the role that good copy plays in influencing behaviors and driving purchases, while learning about real-world case studies that demonstrate the impact of copywriting on marketing and business success.
You’ll come away with a greater feeling of confidence and a desire to experiment. Whether you’re using AI to help with the process or creating the content from scratch, you’ll also have useful tips and techniques you can apply in your day-to-day work.
The course covers the role that tone of voice plays in cultivating a unique brand identity and how writers can adapt content and messaging to specific audiences. You will have the opportunity to take part in discussion with other participants, while trying your hand at practical exercises and receiving constructive commentary and critique. With a limit of just 15 participants for the course, you can share your own ideas in the interactive session online and get live feedback from your instructor Phil Woodford.
In Part 1, you’ll focus on the briefing process, which is so important for strategic alignment and effective collaboration with colleagues across the business. You’ll then look at fundamental rules for writing. Before the end of Session 1, you’ll be assigned a small exercise to complete before Session 2—creating headlines for digital advertising. There’s an opportunity to consider the close relationship between words and imagery.
After a review of the headline-writing exercise and tips for best practice, Part 2 is centered around audience and tone of voice, exploring website copy for both B2C and B2B environments. What are the steps towards establishing a clear and consistent brand voice that lie behind a cohesive content strategy?
The Masterclass concludes in Part 3, with advice on writing longer-form web copy, email, social content and video scripting.
Can’t Attend Live? No Problem!
Even if you miss the live workshop, you’ll still get everything:
All materials are emailed to registered attendees within 24 hours after the live session ends.
Description:
Good copy is built around an effective briefing process, along with clear rules and principles. In this session, you’ll learn how to approach the writing task and gain tips on best practices.
After drawing up a checklist to guide you in your marketing copy and exploring some of the psychological techniques used in the process of persuasion, you’ll be challenged with a short practical exercise before the next session; you’ll have to write some digital advertising headlines. How can we make them stand out in a world where people’s attention spans are diminished, and everyone is confronted by an increasing volume of messages?
Key Takeaways:
Description:
Copy is usually stronger when it is written for a specific audience—making use of segmented data and effective targeting. After reviewing and discussing the short-form copywriting exercise briefed at the end of Module 1, we’ll move on to look at the use of personas in marketing communication and the way in which writers adapt their copy to different readers, reflecting their aspirations and motivations.
There will also be an opportunity to examine tone of voice in shaping the perception of the brand and to observe some of the devices writers use to establish a rapport with an audience. Your instructor will encourage you to explore website content during the session, drawing conclusions about the strategies of the writer and their understanding of the reader.
Key Takeaways:
Description:
In this final session, you’ll have the chance to explore some of the rules that surround today’s digital writing—whether it’s the pressure to impress search engines, the science of usability and user experience, or the need to engage people instantly in a world of diminishing attention. You’ll also look at some of the techniques that create more successful emails and different approaches to video content, including strategies for short-form videos on social platforms.
You’ll be shown the way in which story-telling principles can be applied by copywriters, particularly in longer pieces of online content such as articles, blogs, case studies, and thought leadership.
Key Takeaways:
How to Convince Your Boss Why You Should Take this Class:
Greater confidence: You’ll come out of the course with a more detailed understanding of the copywriter’s role and craft skills, allowing you to work more efficiently and effectively to meet the marketing objectives of your business.
Greater competence: You’ll learn rules for copywriting best practices and be more aware of some of the potential pitfalls to avoid, leading to fewer errors.
Greater understanding: You’ll explore the way copy works across different media and platforms, helping you to craft words that are more appropriate and engaging for your integrated marketing communications strategy. You’ll create more effective social posts, emails, web pages, and video scripts.
Greater cut-through: You’ll experiment with headline-writing techniques and examine the close interrelationship between words and images, leading to more impact with ads and social posts.
Greater adventurousness: You’ll be happier to experiment and try new approaches to copy, which may open up opportunities for more effective and impactful communication.
The Presentations:
Download Material:
Who is the course for?
Marketing professionals at a range of levels and those working in communications, design and related fields.
The Presenter:

Phil started his career organizing and marketing international conferences for an engineering institute in London, England, before pursuing a career as a copywriter. He became an agency creative director and subsequently embarked on a freelance career, in which he works as a writer, trainer, consultant and lecturer. His current clients are based in the UK, France, Italy and the USA.
Website: www.herecomesthecavalry.com
LinkedIn: https://www.linkedin.com/in/phil-woodford-9160421/
The presenter, Phil Woodford was knowledgeable and proficient in his craft of copywriting. He posed great questions for feedback and collaboration. He always had valuable insights. The insight from the group was also beneficial. Phil’s voice was also an asset to this being an online course. He was easy to listen to and had an engaging speaking voice. I learned a lot from this course. Thank you. eneuman

Module 1: Essential rules for writing and techniques for engaging the reader.
Tuesday, Oct 06, 2026
from 10:30 a.m. to 12:30 p.m. PDT.
Module 2: Audience and tone of voice.
Tuesday, Oct 20, 2026
from 10:30 a.m. to 12:30 p.m. PDT.
Module 3: Writing for different media and channels.
Tuesday, Oct 27, 2026
from 10:30 a.m. to 12:30 p.m. PDT.
Module 1: Essential rules for writing and techniques for engaging the reader.
Tuesday, Dec 01, 2026
from 10:30 a.m. to 12:30 p.m. PST.
Module 2: Audience and tone of voice.
Tuesday, Dec 08, 2026
from 10:30 a.m. to 12:30 p.m. PST.
Module 3: Writing for different media and channels.
Tuesday, Dec 15, 2026
from 10:30 a.m. to 12:30 p.m. PST.
Free Recorded Webinar Ian Murphy, Senior Business Development Manager As streaming music and podcasting listening booms, more advertisers than ever want in. Across industries, brands are waking up to the ability of these new media to reach new customers and generate leads. In fact, according to recent studies, 41% of listeners actually trust ads more if they hear them on a podcast, and 81% say they’ve taken action after hearing a podcast ad. In this 30-minute recorded webinar, learn how to shift your marketing strategy toward this growing medium, best practices for advertising on streaming, and how you can take advantage of it. In this session, you will learn: Speakers: Ian Murphy: Senior Business Development Manager for AudioGO, a local digital audio advertising platform.
AudioGO
Gary Brazzell: President and Owner of Brazzell Marketing Agency, which specializes in community-based and outpatient healthcare marketing.


