Course curriculum

  • 1
    Welcome
    • 1.1 Welcome
    • Study Tips
    • Connect with Us
  • 2
    1. Introduction to Facebook Marketing
    • Chapter Overview: Introduction to Facebook Marketing
    • Lesson Objectives
    • 1.1 Facebook Background
    • 1.1.1 Facebook Mission
    • 1.1.2 Global Facebook Users
    • 1.1.3 Facebook Usage in Australia
    • 1.2 Facebook Advertising
    • 1.2.1 Organic vs Paid Content
    • 1.2.2 Facebook Ad Examples
    • 1.2.3 Boosted Posts vs Facebook Ads
    • 1.2.4 What Are Facebook Ads?
    • 1.2.5 Location of Ads
    • 1.3 Advertising Platforms
    • 1.3.1 Key Facebook Platforms
    • 1.3.2 Business Manager
    • 1.3.3 Ads Manager
    • 1.3.4 Audience Insights
    • 1.4 Summary
    • 1.4.1 Chapter Recap
  • 3
    2. The Facebook Advertising Landscape
    • Chapter Overview: The Facebook Advertising Landscape
    • Lesson Objectives
    • Chapter Intro
    • 2.1 The Facebook Network
    • 2.1.1 The Family of Apps
    • 2.1.2 Profiles and Pages
    • 2.1.3 Key Facebook Products
    • 2.2 The Facebook Algorithm
    • 2.2.1 Content on your Facebook Newsfeed
    • 2.2.2 The Newsfeed Algorithm
    • 2.2.3 Quote by Hootsuite
    • 2.3 Facebook Ads
    • 2.3.1 Facebook Ads Look ‘Native’
    • 2.3.2 Page Transparency
    • 2.3.3 Ad Library
    • 2.4 Benefits of Facebook Advertising
    • 2.4.1 Strong Call to Action
    • 2.4.2 Use Visuals
    • 2.4.3 Make it Relevant
    • 2.4.4 Make a Full-Page Spread
    • 2.5 Summary
    • 2.5.1 Chapter Recap
  • 4
    3. Facebook Advertising Strategy
    • Chapter Overview: Facebook Advertising Strategy
    • Lesson Objectives
    • Chapter Intro
    • 3.1 Strategy
    • 3.1.1 The Power of Brands
    • 3.1.2 Search
    • 3.1.3 Social Media
    • 3.1.4 The Customer Purchase Funnel
    • 3.1.5 The Customer Purchase Funnel
    • 3.1.6 Case Study: Havas Media
    • 3.2 The Facebook Ads Structure
    • 3.2.1 The Facebook Ads Structure
    • 3.2.2 The Facebook Ads Structure
    • 3.3 Three Steps to Create Great Ads
    • 3.3.1 Three Steps to Advertising on Facebook
    • 3.3.2 Identify your goals
    • 3.3.3 Identify your audience
    • 3.3.4 Select content types
    • 3.3.5 Paid Strategy Template
    • 3.4 Summary
    • 3.4.1 Chapter Recap
  • 5
    4. Facebook Campaigns
    • Chapter Overview: Facebook Campaigns
    • Lesson Objectives
    • Chapter Intro
    • 4.1 Setting up Campaigns
    • 4.1.1 Facebook Campaigns
    • 4.1.2 Start a New Campaign
    • 4.1.3 Select your Campaign Objective
    • 4.1.4 Awareness
    • 4.1.5 Consideration
    • 4.1.6 Conversion
    • 4.2 Designing Objectives
    • 4.2.1 The First 3 Buyer Stages
    • 4.2.2 Content for Different Buyer’s Stages
    • 4.2.3 Awareness
    • 4.2.4 Consider
    • 4.2.5 Decide
    • 4.2.6 Content for Different Buyer’s Stages
    • 4.3 Summary
    • 4.3.1 Chapter Recap
  • 6
    5. Facebook Ad Sets
    • Chapter Overview: Facebook Ad Sets
    • Lesson Objectives
    • Chapter Intro
    • 5.1 Ad Sets on Facebook
    • 5.1.1 Facebook Ad Sets
    • 5.1.2 Start a New Ad Set
    • 5.1.3 Complete your Ad Set
    • 5.2 Facebook Ad Sets
    • 5.2.1 The Importance of Targeting
    • 5.2.2 Targeting Options
    • 5.2.3 Selecting the Right Target Audience
    • 5.2.4 Using your Buyer Personas
    • 5.3 Core Audience Targeting
    • 5.3.1 The Three Types of Audience Targeting
    • 5.3.2 Basic Demographics
    • 5.3.3 Detailed Demographics
    • 5.3.4 Detailed Interests
    • 5.3.5 Detailed Behaviours
    • 5.3.6 Create a Custom Audience
    • 5.3.7 Create a Custom Audience
    • 5.3.8 What is a Lookalike Audience?
    • 5.3.9 Lookalike Audiences
    • 5.4 Ad Placements
    • 5.4.1 Location of Ads
    • 5.4.2 Ad Placement Selection
    • 5.5 Budgeting
    • 5.5.1 How much do Facebook Ads Cost?
    • 5.5.2 Set your Budget
    • 5.5.3 Set your Schedule
    • 5.5.4 Selecting your Pricing Model
    • 5.5.5 Online Art Store: Social Media Budget Template
    • 5.5.6 Track your Spend
    • 5.5.7 Benchmark Against Other Channels
    • 5.6 Summary
    • Chapter Recap
  • 7
    6. Facebook Ads Structure
    • Chapter Overview: Facebook Ads Structure
    • Lesson Objectives
    • Chapter Intro
    • 6.1 Structure
    • 6.1.1 Anatomy of an Ad
    • 6.1.2 Set up Ad Identity
    • 6.1.3 Ad Formats
    • 6.1.4 Ad Format Examples
    • 6.1.5 Build your Creative
    • 6.2 Media
    • 6.2.1 Effective use of Images
    • 6.2.2 Top Tactics for Engaging Images
    • 6.2.3 Image Sources
    • 6.2.4 Image Editing Tools
    • 6.2.5 Image Text Restrictions
    • 6.2.6 Effective use of Video
    • 6.2.7 Video Advertising Trends
    • 6.2.8 Instant Experience Ads
    • 6.2.9 Quote
    • 6.2.10 Best Practices
    • 6.2.11 Best Practices for Media Ratios
    • 6.2.12 Best Practices
    • 6.3 Copy & CTA
    • 6.3.1 Craft Sharp Facebook Ad Copy
    • 6.3.2 Select an Appropriate CTA Button
    • 6.4 Summary
    • 6.4.1 Chapter Recap
  • 8
    7. Community Management
    • Chapter Overview: Community Management
    • Lesson Objectives
    • Chapter Intro
    • 7.1 Overview
    • 7.1.1 Importance of Community Management
    • 7.1.2 Social Listening
    • 7.1.3 Best Practices
    • 7.1.4 Be Responsive
    • 7.1.5 Case Study: Coles
    • 7.2 Tools
    • 7.2.1 Manage Posts
    • 7.3 Summary
    • 7.3.1 Chapter Recap
  • 9
    8. Tracking & Remarketing
    • Chapter Overview: Tracking & Remarketing
    • Lesson Objectives
    • Chapter Intro
    • 8.1 Tracking in Facebook
    • 8.1.1 What is the Facebook Pixel?
    • 8.1.2 Benefits of the Facebook Pixel
    • 8.1.3 Pixel Event Data
    • 8.1.4 Pixel Activity Data
    • 8.1.5 Tracking Methods
    • 8.2 Remarketing
    • 8.2.1 Remarketing
    • 8.2.2 King Kong Retargeting
    • 8.2.3 King Kong Retargeting
    • 8.2.4 King Kong Retargeting
    • 8.3 Summary
    • 8.3.1 Chapter Recap