Course Curriculum

Facebook Ads & Instagram Ads Course- Growth Marketing

9sections
48lectures
9h 26mtotal

What you’ll learn

  • Understand how Facebook Ad & Instagram Ads work

  • Learn how to create advertising campaigns on Facebook

  • Learn the different types of ad creatives and how to use them

  • Efficiently advertise to your target audience

  • Learn the full funnel approach

  • Learn the fundamentals of Media Buying

  • Learn how to efficiently test and optimize your campaigns

  • Learn how to scale your campaigns

  • Learn visual creative planning

01

Introduction

1 lecture • 4min

  • Introduction

    Learn more about Voy Media and why this course is going to be helpful.

    4:07
02

CHAPTER 1: CREATIVES

6 lectures • 1hr 2min

  • Introduction to Direct Response Assets

    Learn why Facebook and Instagram ads dominate the market and how direct response ads drive purchases. Master creative formats—single image, video, carousel, slideshow, and story ads with problem-solution focus.

    10:37

  • Focusing on your brand's marketing angle

    Explore eight universal marketing angles that shape Facebook and Instagram ads, from inclusivity and social proof to seasonality and product benefits, with testing for optimal CPA.

    7:47

  • Leveraging UGC in a world full of high-end brands

    Leverage user generated content (UGC) to power authentic Facebook and Instagram ads with diverse real customers. Build trust by sourcing UGC via hashtags and Facebook groups, creating memorable, action-driven content.

    12:59

  • Finding Inspiration

    Discover creative inspiration for Facebook and Instagram ads using free tools, ad libraries, hashtag research, competitor analysis, and lookalike audience insights to craft effective, tested creatives.

    20:30

  • The Science of AIDA

    Apply the Ada formula—attention, interest, desire, and action—to craft hooks, maximize three-second views, and drive clicks with strong calls to action.

    8:14

  • High Volume Creatives

    Learn how high volume creatives scale campaigns by turning a single ad concept into numerous iterations—testing ad headlines, colors, background colors, and bundle layouts to reach CPA goals faster.

    1:40
03

CHAPTER 2: AD TARGETING

3 lectures • 15min

  • Building Personas

    Learn to build personas and demographics for your brand, analyze competitors’ ads and landing pages, and map value props to audience segments using Facebook Ads Manager.

    5:53

  • Understanding your personas

    Identify and leverage buyer personas to tailor ads and messaging for knee and joint pain. Use Facebook audience manager and keyword planner to discover audiences and optimize targeting.

    3:09

  • Funnel Segmentation

    Master how to create and use custom audiences with the Facebook pixel for retargeting website visitors, add-to-cart users, and purchasers, and scale with lookalike and broad targeting.

    5:46
04

CHAPTER 3: FULL FUNNEL APPROACH

5 lectures • 17min

  • Introduction to the Full Funnel Approach

    Discover how a full funnel approach on Facebook and Instagram ads targets top, middle, and bottom funnel audiences to drive cheaper, more conversions and align with your digital marketing strategy.

    2:16

  • Top of the Funnel

    Optimize the top of the funnel with lookalikes from customer lists and pixel data, and use brand videos that address problems, show benefits not features, and boost credibility for conversions.

    5:24

  • Middle of the Funnel

    Turn warmed up audiences into customers in the middle of the funnel with a limited-time offer, a conversion-optimized landing page, and social proof, using images, videos, stories, and carousels.

    2:20

  • Bottom of the Funnel

    Target bottom of the funnel retargeting with compelling offers, dynamic product image and carousel ads, free shipping and guarantees, testimonials, discounts, price comparisons, social proof, and urgency to drive checkout.

    4:29

  • Retention & Loyalty Audiences

    Turn a one-time customer into a lifelong buyer with loyalty campaigns that invite repeat purchases, same or different products, and build trust through simple reminders, reviews, and vip incentives.

    2:44
05

CHAPTER 4: MEDIA BUYING FUNDAMENTALS

6 lectures • 22min

  • Introduction to Media Buying

    Explore a unique approach to media, metrics, and budget allocation to run your ads confidently. Embrace a mindset over a step-by-step guide; there is no one-size-fits-all in media buying.

    1:26

  • Column Set Up & Metrics Explained

    Explore how to interpret Facebook and Instagram ads metrics from lower to upper funnel, including cost per purchase, ROAS, and attention metrics, to optimize campaigns in ads manager.

    7:02

  • Budget Allocation

    Master your budget allocation for Facebook and Instagram ads by allocating 75% to testing top-of-funnel campaigns, 15% to middle, 7% to bottom, and 3% to loyalty, then 75/25 on scale.

    1:41

  • Campaign Structure

    Develop a clear campaign structure to test, iterate, and scale across top, middle, and bottom funnel. Leverage budget optimization, CBO, and dynamic product ads for catalog sales and view content.

    3:56

  • Campaign & Adset Settings

    Structure campaigns and ad sets with automatic placements and bidding, using large audiences to leverage Facebook's optimization, and align by top, middle, bottom funnel and loyalty for conversions and roas.

    6:29

  • Attribution Windows

    Explore Facebook ads attribution windows, including v2 attribution and click attribution, and how seven-day and one-day conversion windows attribute purchases.

    1:55
06

CHAPTER 5: TESTING & OPTIMIZING

4 lectures • 19min

  • Testing Priority: High Impact, Low Impact

    Prioritize high impact tests, starting at the macro level and iterating to specifics, using landing pages, creative angles, URLs, pricing, and ad formats to boost conversions.

    3:37

  • Setting Up An Experiment

    Treat every test as a scientific experiment by keeping all variables constant except the creative. Use Facebook AB testing or campaign budget optimization to balance time, budget, and accuracy.

    4:53

  • Analyzing Experiments

    Analyze ad accounts daily, allocate budgets to top-of-funnel performers, balance middle and bottom funnel campaigns, and use 14 to 30 day CPA signals to scale or pause ads.

    6:15

  • Optimizing Experiments

    Optimize experiments by testing carousels, dynamic product ads, collection ads, and Instagram stories, and improve retargeting by shortening date ranges, recycling old ads, and lowering budgets.

    4:34
07

CHAPTER 6: SCALING

2 lectures • 9min

  • Two Types of Scaling Techniques

    Compare horizontal and vertical scaling for Facebook and Instagram ads, focusing on widening audiences, testing lookalikes and interest targets, refining messaging, and using 20–25 percent budget increments while monitoring KPIs.

    5:31

  • Scaling Campaign Structures

    Scale your Facebook and Instagram ads by testing and identifying winning ads, then use campaign budget optimization or ad set budget optimization to structure and scale campaigns.

    3:00
08

CHAPTER 7: BRAND AUDITS

12 lectures • 6hr 29min

  • How to Create Wildly Successful Facebook Video Ads - Squatty Potty

    Learn how the attention, interest, desire, and action (ADA) framework powers wildly successful Facebook video ads, using Squatty Potty as a case study of hook, problem–solution, credibility, and CTA.

    21:30

  • Understanding Conversion Optimization - Miracle

    Evaluate how Miracle Brand uses multiple landing page variations, advertorial ads, and in-house testing to optimize conversions. Identify how social proof, clear benefits, and prominent checkout elements drive revenue growth.

    19:34

  • Why Marketing Simplicity Sells - ButcherBox

    Show how marketing simplicity and a strong offer boost conversions, illustrated by Butcher Box's free bacon for life and clean landing pages. Examine the funnel and email capture for growth.

    21:52

  • How to Scale With Facebook Ads - Truebill

    Learn how Truebill scales with Facebook and Instagram ads using mass-variety creatives and emotional hooks. Discover how strong landing pages and trust drive app downloads and subscription cancellation.

    36:53

  • How to Scale With Facebook Ads - Magic Spoon

    Audit of Magic Spoon shows a simple, trust-building site with price per serving and subscription options, plus vibrant Facebook and Instagram ads that emphasize key benefits and strong visuals.

    34:02

  • How to Scale Paid Traffic With FREE Trials & UGC - Lumin

    Explore how Lumen skin care scales paid traffic with free trials and user-generated content, optimizing landing pages and credibility to boost CLTV across Facebook, Instagram, and more.

    55:38

  • How to Pocket Millions Selling Soap Online - Dr. Squatch

    Dr. Squatch wins in direct-to-consumer with high-volume ad creatives and bold branding, aided by a quiz funnel, email marketing, and optimized landing pages.

    49:06

  • How to Drive User Growth With Facebook Ads - Spot & Tango

    Learn how Spot and Tango use Facebook and Instagram ads, effective video creative, and a quiz funnel to drive growth and lifetime value for a pet food subscription.

    51:51

  • How to Drive User Growth With Facebook Ads - Monday.com

    Explore how to drive user growth with Facebook ads through a Monday.com brand audit, analyzing multi-angle SaaS and SMB funnels, landing pages, and content marketing strategies.

    38:24

  • How to Drive User Growth With Facebook Ads - Noom

    Explore how Noom uses psychology-based messaging and a deep Facebook/Instagram funnel to drive user growth. See how varied ad hooks and ad library testing fuel growth and credibility.

    37:31

  • Improve Customer Acquisition Costs - Remrise

    Examine how Remrise clarifies its sleep formula, leverages a quiz-driven personalized funnel, and promotes a subscription model to optimize customer acquisition costs and sales.

    12:20

  • Discover Different Types of Ads - Tech Start

    Discover how advertorial style ads and multiple campaigns promote tech products, like the Photostick, across Facebook and Instagram, with discounts, badges, and a holiday launch cadence.

    10:32
09

CHAPTER 8: BEST ADS REVIEWS

9 lectures • 28min

  • How to Respond to Complaints - Atoms

    Analyze how Atoms' ads address high price by highlighting value and durability, balancing direct response and branding. Practice crafting ads that justify cost through materials, fit, and longevity.

    3:23

  • Video Ads that Convert - Biocoach

    Analyze a video ad for the Fast Coach fasting app, highlighting natural selfie filming and the demo. Note coaching benefits, science tab, ketosis questions, and a conversion-focused landing page critique.

    3:23

  • UGC+ - Athletic Greens

    Explore how UGC-style ads and compelling calls to action drive Facebook and Instagram campaigns, with tips on creating organic-looking, scripted videos and tailoring offers like free trials.

    2:57

  • Advertorial Ads - Rootine

    Analyze advertorial Facebook ads for routine vitamins, explore how Forbes credibility and article-style landing pages boost engagement, and compare direct product pages with educational approaches for high click-through rates.

    2:16

  • Optimizing Sales - Petlab Co

    Examine a Pet Lab Co retargeting ad leveraging social proof, limited discounts, and a probiotic dog chew with salmon oil and chicory root to tackle yeast issues and boost sales.

    4:14

  • Get Inspiration for Your Ads - Jetson Probiotics

    Get inspiration for probiotic ads by analyzing engaging copy, humor, and design from Jetson Probiotics, with emphasis on subscription-based pricing and strong website presentation for social ads.

    3:07

  • Get Inspiration for Your Ads - Nabati Foods

    analyzes a plant-based egg brand’s ad and landing page, highlighting a before-and-after visual and recommending direct-response tactics, showcasing the breakfast pack, reviews, multi-pack options, and checkout with Shop Pay.

    3:01

  • Get Inspiration for Your Ads - Outstanding Foods

    Analyze Outstanding Foods' ad for its addictively delicious snacks and 21 grams of protein per bag, and examine the energetic video plus the landing-page critique for growth marketing inspiration.

    2:24

  • Loox Product Reviews & Photos

    Explore Loox product reviews & photos on Shopify to collect image and video reviews that showcase real-life use and boost visibility with grid displays and Google Shopping.

    3:28