Advanced Facebook Advertising

Course details

Facebook is a key advertising platform for businesses of all sizes. This course showcases advanced techniques to help marketers accomplish their advertising and engagement goals. Instructor Michael Taylor first shows how to efficiently create and manage large ad volumes as well as ad campaigns across different ad accounts and pages. You can also learn to use the Business Manager tool to allow multiple users with different permission levels manage ad campaigns. He introduces time-saving techniques for bulk uploading ads, using custom audiences, duplicating ads with different targeting and imagery, split testing ads, and adjusting ads for Instagram and other placements. Next, learn marketing attribution and optimization techniques, such as mix modeling, funnel event targeting, and advanced conversion tracking with the Facebook Ads Conversions API. Finally, discover how to automate your ads at scale using the Facebook Business API and let AI-based tools generate ads for you.

Concepts

0. Introduction

01 - Learn how to master Facebook Ads
02 - What you should know

1. Effective Campaign Management

03 - How the Facebook ad auctions work
04 - Control access with Facebook Business Manager
05 - How to audit a Facebook Ads account
06 - Custom audience, lookalikes, and retargeting strategy
07 - Manage ads in bulk with spreadsheets

2. Creative Testing and Tactics

08 - Creative testing framework - Concept-theme-variant
09 - Interpreting Facebook's ad relevance diagnostics
10 - Using the auction Inspect tool to detect ad fatigue
11 - Split testing ad creative using Test and Learn
12 - Adapting creative to Instagram and other placements
13 - Setting up dynamic product ads for ecommerce
14 - Creative tactics to try in your campaigns

3. Marketing Attribution and Optimization

15 - Attribution, incrementality, and marketing mix modeling
16 - Reporting on click and view attribution windows
17 - Choosing the right event in the funnel for optimization
18 - Predicting diminishing marginal returns to ad spend
19 - Custom parameters in tracking templates
20 - Tracking server-side events with the Conversions API

4. Automating Campaigns at Scale

21 - Create ads programmatically via the Facebook Business API
22 - Building custom reports using the Facebook Business API
23 - Compare the tools for automating large-scale campaigns
24 - Working with machine-generated creative (MGC)

Conclusion

25 - Continue learning advanced Facebook Ads

Advanced Facebook Advertising

Authors

Michael Taylor