Course Curriculum

Be a Facebook Ads Pro with Dekker: Facebook Advertising

5sections
118lectures
10h 52mtotal

What you’ll learn

  • Facebook Ads

  • Facebook Advertising

  • Facebook Marketing

  • Facebook

  • B2C Advertising & B2B Marketing

  • Social Media Marketing

  • Social Media Advertising

  • B2C Facebook Ads

  • B2B Facebook Ads

01

Introduction to Facebook Ads

10 lectures • 1hr 57min

  • Intro to Profitable Campaigns

    Explore profitable Facebook ad campaigns by selecting sales, leads, or awareness objectives, balancing manual targeting with AI optimization, while setting up pixel tracking and targeted video ads.

    15:31

  • How Advertising Really Works

    Learn how advertising hinges on psychology, not just tools, as minimal exposure subtly increases brand familiarity and long-term profits through broad reach, not short-term clicks.

    7:47

  • Low Frequency for Facebook Ads

    Keep frequency to about two impressions per week to reach new people, run a steady 12-month budget, and adjust for seasonality and launches.

    6:13

  • Memory as an Advertising Objective

    Prioritize memory over immediate profits by building category entry points and trigger associations that keep your brand top of mind. Long-term approach leverages economies of scale for future purchases.

    6:21

  • Memory for Facebook Ads

    Activity

  • More Benchmarks for Facebook Ads

    Explore how reach and frequency shape brand marketing by emphasizing repeated exposure across channels and influencer targeting. Boost long-term brand awareness, recall, and purchase intent through emotional branding.

    11:07

  • Optimization & Distinctiveness

    Prioritize reach and mental availability over clicks or ROI in broad Facebook ads. Use a distinctive brand design, especially a mascot or unique font, to boost memory and market share.

    5:32

  • Social Media Automation

    Master social media automation with Manychat to drive clicks, build an email list, and turn conversations into customers across Instagram, TikTok, WhatsApp, and messenger.

    23:50

  • Multilogin

    Expand to multiple accounts and regions with multi login, an antidetect browser, to avoid bans and grow Facebook advertising, ecommerce, and social media marketing safely.

    10:07

  • Secret Reddit Marketing Hack

    Master a Reddit marketing hack using real Android devices and Multilogin anti-detect browsers to manage thousands of accounts, engage in niche subreddits, and build brand mind share.

    5:42

  • Ecommerce Email Marketing

    Learn how ecommerce email marketing drives revenue by using transactional, promotional, and abandoned cart emails. Implement OmniSend-powered forms, automations, A/B testing, and push notifications to grow customer lifetime value.

    24:22
02

Narrow Facebook Advertising

30 lectures • 2hr 33min

  • AI for Buyer Personas

    Use ELSA by M1 Project to build ideal customer profiles and buyer personas in minutes, guided by four ai-driven sections: facts, thinking, channels, and selling, informing targeting and messaging.

    15:43

  • Free Social Media Marketing Tool

    6:53

  • AI Powered Social Media

    Leverage AI-powered social media to generate targeted Facebook ads and posts, tailored to your ideal customer profile, with customizable images using Elsa AI from M1 Project.

    7:56

  • Narrow Facebook Ads Introduction

    Master narrow Facebook ads by targeting in-market buyers with precise retargeting, intent data, and trigger events to boost conversions and ROI.

    6:35

  • Narrow Facebook Ads

    Activity

  • Retargeting Facebook Ads 1

    Learn how retargeting segments in-market shoppers from broader audiences using lead-gen campaigns and lookalikes, building a multi-step funnel across Facebook and other channels to convert interest into purchases.

    6:25

  • Retargeting Facebook Ads 1

    Activity

  • Retargeting Facebook Ads 2

    Explore a two-step retargeting funnel that starts with awareness campaigns and follows with retargeting to drive sales or app promotion, contrasting with a three-step lead gen funnel that bottlenecks audience.

    2:23

  • Retargeting Facebook Ads 2

    Activity

  • B2B Mascots & Emotions

    Learn how B2B branding uses bold mascots and emotional cues to build a long-term brand and engage the 95% of buyers not in the market.

    7:44

  • Setting Up a Lead Generation Campaign with Standard Targeting

    Set up a consumer lead generation campaign with standard targeting and instant forms, optimizing for leads, privacy policy, and clear call-to-action to capture emails on Facebook.

    5:50

  • Geographic Targeting Issue

    Navigate Facebook ads geographic targeting to select countries, not cities; browse countries, Europe, and manually check Switzerland, avoiding Mexico in global campaigns.

    1:26

  • Setting Up Lookalike Lead Generation Campaigns

    Learn to build lookalike lead generation campaigns on Facebook, using lookalike audiences from lead forms and customer lists, with precise 1% targeting and custom audience sources.

    2:30

  • Lookalike Targeting with Facebook Ads

    Activity

  • Retargeting Diminishing Returns

    0:35

  • Setting Up a Retargeting Campaign with Facebook Ads

    Set up a retargeting campaign in the Facebook ad manager by combining video watchers (10 seconds) with page engagers to drive sales using the pixel.

    4:50

  • Retargeting vs Lead Generation

    Compare retargeting and lead generation in Facebook advertising by examining video ad retargeting, limitations of gated lead magnets, and the CPM, email costs, and frequency shaping sales.

    5:47

  • Other In-Market Targeting

    Master in-market targeting by importing customer lists to create a custom audience, and test Facebook negative targeting with demographics, life events, and urgency-driven offers.

    2:35

  • In-Market Ads

    Activity

  • Dan Lok Example

    0:26

  • Narrow Ad Formula

    0:31

  • Facebook Audience Management 1 - Customer List

    Import a customer list into Facebook to build custom audiences and lookalikes from a CSV, mapping first name, last name, country, city, and state for higher match rates.

    6:01

  • Facebook Audience Management 2 - Lookalikes

    Create lookalike audiences from a custom audience, testing 1% and other percentages to optimize reach; target by country (US, India) and review sizes in the audience manager before ad-set use.

    4:57

  • Audience Management 3 - LeadEnforce

    Build and save lead enforce custom audiences from Facebook pages, groups, profiles, posts, Instagram, LinkedIn, and competitors, then apply them in ad manager for targeted campaigns.

    4:56

  • Targeting Facebook Audiences

    Activity

  • AI Influencers

    Explains how to build an AI influencer business from scratch, monetize with subscriptions, premium content, and paid messages, and scale using Fan View and automated messages.

    28:08

  • Conversion Campaign with Dynamic Creative

    Launch a Facebook conversion campaign prioritizing sales using dynamic creative and automatic ad placements. Install Facebook pixel for purchase tracking and let Facebook optimize for ecommerce revenue with automated variants.

    7:05

  • Facebook Attribution Settings

    0:13

  • Instant Experiences Advantages with Facebook Ads

    Discover instant experiences, micro websites inside Facebook, built from templates with no coding, hosted by Facebook, offering 15x faster loads and easy retargeting for startups.

    3:34

  • Instant Experience Example

    Discover how to set up an instant experience within Facebook ads, using templates, videos, images, and carousels to showcase products without landing pages, with mobile and Instagram previews.

    4:10

  • Creating Instant Experiences

    Create instant experiences by editing ads and switching the destination to instant experience. Choose a template like sell products without a catalog, add images or videos, and include product details.

    3:16

  • Creating Instant Experiences - Templates

    Explore instant experiences templates for Facebook ads, including customer acquisition and storytelling templates with images, carousels, videos, and customizable components like buttons, fonts, and destinations.

    1:34

  • Facebook Dynamic Creative

    Discover how Facebook dynamic creative automatically combines images, videos, headlines, and descriptions to generate ad variations tailored to each viewer for bottom-of-funnel sales campaigns, with setup and optimization tips.

    7:34

  • Dynamic Creative Ads

    Activity

  • Traffic Objective

    0:44

  • Narrow Advertising Overview

    Navigate neuromarketing concepts and terms like direct response, demand generation, and retargeting to optimize funnel-driven Facebook advertising. Align in-market and out-of-market targeting, measure ROI, revenue, and engagement to activate sales.

    2:26

  • Narrow Facebook Ads

    Activity

  • Facebook Ads Case Study (Swaine)

    0:25
03

Broad Facebook Advertising

20 lectures • 1hr 18min

  • Introduction to Facebook Ads for Consumer Marketing

    Master consumer marketing on Meta by balancing broad and narrow Facebook advertising for long-term growth. Learn why paid ads outperform organic marketing and reach millions, becoming a top 1% advertiser.

    7:29

  • Introduction to Facebook Consumer Marketing

    Activity

  • How to Set Up a Facebook Ads Awareness Campaign to Maximize Reach

    Set up a broad Facebook ads awareness campaign in ad manager, selecting the awareness objective, budgeting, placements, audience targeting, and cross-posting to Instagram to maximize reach and video views.

    3:42

  • What Is Broad Facebook Advertising

    Target broad audiences by defining product category buyers, future buyers, and out-of-market shoppers to maximize reach. Include in-market, current, light, and heavy buyers, plus competitors, to capture growth opportunities.

    4:35

  • Broad Facebook Ads

    Activity

  • Reach as a Facebook Ads Goal

    Learn why reach is the foundation of Facebook advertising, maximizing exposure to millions, building brand awareness, and shaping long-term growth with cost-efficient, broad targeting.

    5:08

  • Awareness Objective: People Need to Hear about You to Buy You!

    Discover why awareness, not just positioning, messaging, or differentiation, drives growth in product marketing on Facebook ads; learn to prioritize the awareness objective and maximize reach to reach more customers.

    4:30

  • Awareness

    Activity

  • Why Facebook Video CPM Is Higher Than Images

    Video ads command higher CPM on Facebook than image ads, despite higher CTR, because Facebook's algorithm balances content types within placements, making video placements more competitive for brand awareness.

    2:19

  • Advertising Old Brands & New Brands

    Explore how decades of brand advertising shape memory and influence purchases beyond immediate attribution, and how broad advertising builds category memory for brands like Nike and Mercedes.

    7:02

  • Dangers of Relying on Facebook Click Data [Example]

    Question proxy metrics by analyzing delivery and country data to reveal that clicks misrepresent revenue, showing the United States drives most revenue despite attracting fewer clicks.

    2:36

  • Profit Growth

    Focus on acquiring new customers to grow profits through Facebook ads. Build economies of scale and market share for sustainable profitability.

    4:43

  • Frequency for Facebook Ads

    Activity

  • Facebook Ads Targeting Is Not Accurate

    Learn why Facebook brand awareness relies on broad, often inaccurate interest targeting and how to perform quality assurance on targeting, with placements, interest targeting, and global targeting.

    4:04

  • Targeting Evolution

    0:27

  • Facebook Ads Targeting

    Activity

  • Fixing Inaccuracies with Facebook Ads

    Switch to manual placements to fix inaccuracies in Facebook ads, focusing on Facebook and Instagram feeds while excluding Audience Network and apps to improve targeting precision and conversions.

    6:29

  • Fixing Facebook Ads Inaccuracies

    Activity

  • Asymmetric Advantages

    Understand how broad brand advertising creates asymmetric advantages over narrow direct response, driving short-term sales while building long-term revenue, profitability, and market share through economies of scale.

    2:40

  • Auditing Reach Awareness Campaigns within the Facebook Ads Interface

    Audit reach awareness campaigns in the Facebook ads interface by analyzing reach, cost per result, and video engagement. Break down by country and placement to refine targeting and memory influence.

    6:57

  • Fixing Problematic Targeting

    0:34

  • Fixing Facebook Ads Targeting

    Activity

  • Facebook Reach Maximization Challenge

    Maximize reach by balancing broad targeting with practical audience estimates to reach many unique people, avoid obsessing over granular targeting, and map daily reach to long-term campaigns.

    4:32

  • Avoid Junk Inventory Placements

    Maximize reach on Facebook ads by manually selecting placements to avoid junk inventory and craft attention-grabbing creative that boosts brand awareness and long-term memory.

    5:25

  • Avoid Junk Inventory

    Activity

  • Attention Metrics

    0:52

  • Can You Trust Facebook's Data?

    Rely on independent audits and MSC accreditation to trust Facebook advertising data, with ongoing anti-fraud efforts, while recognizing past concerns about data reliability.

    2:49

  • Broad Marketing Overview

    Explore broad Facebook marketing, including awareness, brand, and reach marketing, and target out of market and in market buyers to build long term mindshare and mental availability using awareness objective.

    1:18
04

Scaling Up

3 lectures • 1hr

  • Anti Detect Browser

    Explore antidetect browsers like Go login to securely manage multiple accounts and protect digital fingerprints for Facebook ads. Learn setup, benefits, and use cases to scale marketing while reducing bans.

    12:34

  • Traffic Secrets

    Explore how funnels turn visitors into customers, identify dream customers, and apply the hook-story-offer framework with dream 100 influencers to own traffic and scale with offers.

    28:04

  • Influencer Monetization RM11

    Discover how to build a massively profitable influencer business with ai avatars and rm11, monetizing via subscriptions, live streams, pay-per-view content, and premium offerings.

    19:04
05

B2B Facebook Advertising (Facebook Ads)

57 lectures • 4hr 4min

  • Objectives 1 - Facebook Ads

    Learn how to choose the right Facebook ads objective: awareness, consideration, or conversion, and align campaigns with buyers' four awareness stages, recognizing that most B2B buyers are not in market.

    8:49

  • Facebook Ads Objectives & Stages of Awareness

    Activity

  • Objectives 2 - Facebook Ads

    Learn how to set Facebook ad objectives by audience intent, prioritize hot leads first using the 3-2-1 approach, and leverage core objectives: lead generation, video views, traffic, and brand awareness.

    10:51

  • Objective to Start with for Facebook Ads

    Activity

  • Objectives 3 - Facebook Ads

    Summarizes Facebook ads objectives from brand awareness to lead generation, focusing on maximizing total addressable market and ad recall. Explains why gated content and conversions miss scale in B2B marketing.

    9:05

  • Objectives - Facebook Ads

    Activity

  • Lead Gen Targeting 1 - Facebook Ads

    5:29

  • Lead Gen Targeting 1 - Facebook Ads

    Activity

  • Advanced Facebook Targeting with LeadEnforce - Facebook Ads

    Master advanced targeting with LeadEnforce to build Facebook audiences from influencers, groups, competitors, and LinkedIn data, enabling cost-effective video views and lead generation.

    13:09

  • Targeting with Facebook Ads

    Activity

  • Lead Gen Forms with Facebook Ads

    Use Facebook lead gen forms to generate high-quality demo or consultation requests. Optimize with minimal fields, strong post-submission nurturing, and CRM integrations and lead center workflows.

    7:16

  • Lead Gen Forms Quiz

    Activity

  • Streamlined Lead Gen Form Example

    Create a streamlined Facebook lead gen form with publishing tools and instant forms, capture email and name, then schedule a 15-minute coworking automation demo with the CEO.

    7:14

  • Downloading Leads from Facebook Ads

    0:06

  • Facebook Lead Issue

    0:46

  • Lead Metrics with Facebook Ads

    Activity

  • Automatic Lead Nurturing - Facebook Ads

    Automate lead nurturing after a demo request using a welcome email, a two-day delay, and a features tutorial, with examples from Active campaign and MailChimp to guide customer journeys.

    0:56

  • Typical Nurture Sequence

    Activity

  • Message Conversation Ads on Facebook

    Use Facebook Messenger conversation ads to start live real world conversations with prospects, bypass lengthy demos, and generate sales pipeline directly within Facebook.

    3:28

  • OPTIONAL: 30% increase in revenue by marketing to customers with WhatsApp

    0:09

  • Look Alike Targeting for Facebook Ads

    Learn how Facebook lookalike targeting uses your source list to find similar users, achieving match rates around 50% and scaling reach from 1% to 10% for bigger audiences.

    5:08

  • Lookalike Targeting on Facebook Ads

    Activity

  • "Best practices for building B2B Lookalike audiences"

    0:01

  • Native Targeting & Instagram

    Master native and detailed Facebook targeting for B2B ads, leveraging job titles, geography, and cross-platform placement on Facebook and Instagram, plus corroborating evidence from the catalyst framework.

    5:35

  • Facebook Native Targeting B2B

    Explore Facebook native targeting for B2B marketing, focusing on work demographics: employers, industries, and job titles, and supplement with interests and behaviors to widen reach while avoiding overbroad results.

    6:28

  • B2B Facebook Native Targeting Examples

    0:31

  • B2B Facebook Ads Native Targeting

    Activity

  • Native Facebook Ads Targeting Issues

    0:43

  • Two Lead Gen Facebook Ads

    Learn how bottom-of-funnel Facebook lead gen ads use offer-centric messaging and ctas, navigate text limits and industry approvals, apply the pas framework, and drive Calendly consultations without a landing page.

    4:40

  • Two Lead Gen Ads

    Activity

  • 3 Things to Test in Direct Response

    Explore the three core elements to test in direct response Facebook ads—audience list targeting, creative, and offer/positioning—and how to craft compelling, differentiated offers for B2B campaigns.

    6:45

  • Testing

    Activity

  • Testing & Copy

    0:23

  • Offers Based on Levels of Awareness

    Match offers to awareness level with demos or trials, and educate through retargeting about use cases, including limited early-access demos.

    4:43

  • Offers Based on Levels of Awareness

    Activity

  • Hard Offer Ads - Facebook Ads

    Analyze Facebook lead generation ads in business settings, identifying audiences, leveraging brand recognition like Amazon and QuickBooks, and using native Facebook forms for direct response leads.

    6:26

  • Medium Offers

    Explore moving beyond hard offers like demos and free trials to medium offers such as group demos and product videos, enabling scalable, product-led growth and engagement.

    4:14

  • Group Demos

    Promote group demos as a low-pressure alternative to traditional demos for b2b buyers, offering live, pre-recorded or on-demand sessions with time-slot signups, questions at the end, and scalable sales engagement.

    5:08

  • Form Incompletes

    Learn how to handle form incompletes in Facebook ads by retargeting users who clicked but didn’t submit. Craft follow-up messaging to drive demos and consultations.

    1:52

  • Measuring the Success of Facebook Ads

    Learn to measure Facebook ad success beyond platform metrics by aligning CRM data, tracking leading indicators, and optimizing the MQL to SQL to pipeline journey.

    8:05

  • Retargeting Facebook Ads

    Implement Facebook retargeting to segment audiences via website activity, video views, and lead forms, then guide them through multi-layer campaigns toward demos and case studies.

    9:02

  • Retargeting 2

    Retargeting takes time; build the retargeting list and run bottom-, middle-, and top-of-funnel ads to the same audience. Use exclude to omit demo and calendar pages as you scale.

    2:02

  • Facebook Ads Pixel

    Install the Facebook pixel to track conversions and enable retargeting, using the events manager to add the pixel to your website via manual code, partner integrations, or a web developer.

    1:20

  • Funnel Content

    Apply flexible funnel content strategies across top, middle, and bottom stages—from infographics and white papers to ROI calculators and buyer guides—using retargeting, speed, and existing assets.

    5:23

  • Out of Market Buyers

    Invest in brand marketing to convert out-of-market buyers into long-term demand, building brand equity, recall, and trust that makes your default choice for future purchases.

    4:09

  • Clickup Example

    Analyze how Clickup builds brand awareness and recall through memorable imagery and color, illustrating the distinction between brand marketing, product marketing, and demand generation.

    2:54

  • Video Campaigns for Facebook Ads

    Learn to craft mobile-friendly, captioned video ads for Facebook, using subtitles or SRT files, Canva-created slideshows, and effective CTAs, optimized for through play and video views campaigns.

    6:15

  • AI Product Demos

    Learn to create polished AI generated product videos and step-by-step training documents using trooper, enabling personalized demos, onboarding, and training across sales, onboarding, and customer support.

    8:56

  • Brand Marketing Shift in KPIs

    Learn how brand marketing differs from performance marketing and why a $5 million revenue inflection shifts focus to long-term awareness and emotional messaging.

    4:13

  • Facebook Benchmarks

    Facebook benchmarks show frequency boosts brand recall and purchase intent; a sweet spot is two exposures per week, with continuous vs seasonal strategies for business-to-business and business-to-consumer contexts.

    7:00

  • A Million Impressions Campaign Example

    Explore a million-impressions brand awareness campaign that prioritizes video and image views to build brand recall, mindshare, and consumer-like engagement over direct response metrics.

    6:36

  • Facebook Awareness

    Launch Facebook awareness campaign by promoting a pdf, compare ad sets, adjust targeting and optimization for traffic, and use broad-to-narrow audience strategy to build social proof before conversion.

    9:19

  • Successful Ads Examples

    Explore real world business-to-business Facebook ads targeting veterinary clinics, analyzing cost per through play and recall. See how branding and demonstrations, including screencasts, drive leads and signups.

    2:53

  • Video Facebook Ads

    Activity

  • Video Views vs. Awareness Reach

    Decide when to use video views versus awareness reach by retargeting viewers, using complex content, or leveraging simple logo-based messages to control frequency and quality.

    1:14

  • B2B Brand Creative

    Analyze how Hewlett Packard Enterprise uses monster-themed brand creative across media to build long-term B2B brand equity, top of mind for buyers, with mascot-driven storytelling.

    2:33

  • Make Your B2B Brand FAMOUS

    Target fame to become the no-brainer choice in B2B buying by pairing bold, emotional creative videos with influencer driven broad awareness and memorable branding.

    5:38

  • Spying on a Competitor's Ads

    0:19

  • Other Lessons from the B2B Institute

    Explore how B2B branding drives growth by reaching out of market buyers with emotional, memorable messaging, and balance long-term brand impact with short-term activation.

    13:24

  • Sales Conversations

    Leverage high Facebook engagement to drive rapid text conversations with prospects via messenger, turning comments and inbox questions into nurture for the marketing and sales funnel.

    2:54

  • How to Win the Ad Auction

    0:34

  • Winning

    Activity

  • Choosing How to Get Charged

    0:26

  • Custom Rules, Notifications, and Integrations

    Discover how to set up automated rules and notifications in Facebook to speed up lead follow-up and align sales messaging with trigger events through Zapier, Gmail, and CRM integrations.

    6:14

  • Real World Case Study

    1:27

  • Analyzing with "Ads Reporting"

    1:29

  • Case Study: "How monday.com used custom creative to win over realtors"

    Activity

  • Limitations of Native Facebook Targeting

    Unlock better B2B results on Facebook by replacing native targeting with custom audiences built from LinkedIn Sales Navigator lists and influencer-led targeting, boosting lead generation at lower costs.

    7:46

  • Custom Audiences for Facebook Ads

    Activity

  • A/B Testing

    1:01

  • A/B Test

    Activity

  • Frequency Capping

    0:53

  • BONUS LECTURE

    0:22