Take Your Campaigns to the Next Level with Winning Strategies & the Latest Techniques
Special Fall Pricing: Regularly $900 is now 50% off—$450. Enroll here (prerecorded online).
Introduction:
Once you’ve had some experience advertising on Facebook and Instagram, you’re ready to take advantage of the advanced tools available on the Meta platform to elevate your campaigns far beyond what you’re doing now. In this two-module course, you’ll learn to create campaigns more precisely targeting audiences and measuring results, more sophistication in creative strategy and optimization, and better insights to inform your decision-making. When you’re finished, you’ll understand the tools and techniques you need to refine your campaigns, scale campaigns effectively, and continually amplify your results.
This Advanced Course in Facebook & Instagram (Meta) Advertising is designed and taught by leading social media strategist and Certified Meta Trainer Kineta Kelsall, exactly to address the goals of experienced Meta advertisers like you. She’ll lead you through the tips, techniques, and details that will further develop your mastery of the medium.
In Module 1, you’ll get an update on changes to the platform and advanced strategies for planning and setting up campaigns. In Module 2, we’ll take a deep, detailed, and exciting dive into creative strategy, measurement, an optimization that can take your campaigns to another level of success.
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
Description:
In this module, we will focus on advanced strategies for planning and setting up paid campaigns. You’ll learn tools and techniques to gather data and insights that inform your decision-making process. This module will cover selecting the right components, including buying type, objectives, bidding strategies, budgets, placements, and audience targeting. We’ll also explore relevant tracking and performance integrations, as well as how to leverage Meta’s AI functions to drive long-term business success.
Key Takeaways
- The evolution of Meta advertising (AI, privacy considerations, and partnership ads).
- Effective planning of paid campaigns:
- Buying types—Auction vs. Reservation.
- Choosing the right objectives and performance controls for your campaigns.
- Understanding and implementing Advantage+ shopping campaigns—what they are and when to use them, including best practices.
- Utilizing tools and AI for budget forecasting and creative strategy.
- Campaign structure considerations (volume of campaigns vs. Ad Sets vs. Ads).
- Determining appropriate bid strategies for campaigns.
- How to forecast budgets for successful campaigns and Advantage + budget considerations.
- Building target audiences that convert and when to use them (broad, custom, and lookalike audiences).
- How to combat audience overlap with layering.
- Selecting appropriate placements and what to consider.
- Brand Safety considerations and when to use them.
- Events Manager tracking integration (Pixel, CAPI, and building custom conversions).
Module 2: Creative Strategy, Measurement, and Optimization.
Description:
The second module dives into creative strategy, measurement, and optimization, ensuring you can scale your campaigns effectively. We will share best-in-class case studies and teach you essential techniques and considerations for proven successful campaigns.
Key Takeaways
In this class you’ll learn:
- Creative 101: Building creative assets (images, text, and video) that convert viewers to buyers.
- Choosing formats for different objectives (images, video, carousels, collections).
- Flexible ad formats—what they are and how to use them.
- Best practices for writing copy.
- Knowing when to incorporate AI, and tips for using it.
- Building effective reports and creating rules for your paid campaigns.
- Exporting and understanding reports, including different breakdowns, to gain actionable insights.
- Understanding attribution views in Meta ads.
- Creating a ‘Google Traffic’ metric for insightful Meta ads reporting.
- Identifying and tracking metrics that matter (jargon debunking).
- Optimization techniques to drive results.
- Managing watch-outs, such as learning phase, frequency, spend, and ad fatigue.
- Driving optimization with Machine Learning.
- Full-funnel case studies across different sectors.
- Embracing creative enhancements.
- Leveraging Lead Gen features.
- When to use A/B testing and Meta Measurement solutions.
- Applying lessons learned to your own advertising strategies for optimal results.
- Ensuring compliance and adherence to Meta’s advertising policies.
How to Convince Your Boss Why You Should Take this Workshop
This course is led by an experienced practitioner who not only advises and manages campaigns for a diverse range of clients but also excels in training professionals like you. You’ll gain access to a robust set of tools and best practices derived from extensive testing, Meta’s recommendations, and insights from top industry thought leaders. The content is packed with valuable information to keep you ahead of the curve and is continuously updated to reflect the latest platform changes. This training will equip you with the most current strategies and techniques to drive success in your campaigns.
- The workshops are live so that you can ask your questions. If the course doesn’t fit in your calendar, you can take the course as a recorded class.
- Step-by-step instructions in numbered lists with the links so you can do this yourself.
- Included are lots of illustrations and examples.
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 for anyone who wants to learn how to leverage Meta’s AI functions to drive long-term business success.
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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.
Workshop dates and times:
Winter/Spring 2025
This popular masterclass will be offered live in the Winter/Spring of 2025. Enrollment will begin on December 1, 2024.
