Course Curriculum

Social Media Advertising: Meta and Linkedin Ads

3sections
32lectures
1h 43mtotal

What you’ll learn

  • Evaluate how paid social, organic media, AI and platform automation contribute to modern marketing campaigns.

  • Select appropriate platforms and campaign objectives based on the audience, business goal and desired response.

  • Design focused A/B tests for messages, creative, formats, audiences and campaign destinations.

  • Create a structured campaign plan covering objectives, audiences, messages, budgets, creative, destinations and measurement.

  • Structure campaigns across Meta and LinkedIn using the correct campaign, ad set or ad group, and advert hierarchy.

  • Select suitable targeting, budgets, schedules, placements and advertising formats for different campaign scenarios.

  • Design focused creative tests comparing messages, formats, audiences, destinations and advertising approaches.

  • Build a measurement framework connecting business objectives, campaign goals, KPIs, targets and relevant metrics.

  • Analyse platform, website, CRM and campaign data to identify insights and recommend practical optimisations.

01

Understanding Modern Social Media Advertising

14 lectures • 40min

  • Introduction - Meet your Instructor

    0:46

  • What You Will Learn

    0:42

  • Understand The Social Media Advertising Landscape

    2:13

  • Digital, Mobile and Social Media Usage

    2:05

  • Compare Organic vs Paid Social Media

    2:17

  • Distinguish Paid, Owned and Earned Media

    2:30

  • Weigh The Benefits and Risks of Social Media Advertising

    2:47

  • Why Paid Social Reaches More Potential Buyers

    1:54

  • How AI and Algorithms Have Changed Paid Social

    2:15

  • Choosing the Right Social Media Platform

    6:46

  • Building a Campaign as a Chain of Decisions

    3:59

  • Choosing the Right Campaign Objective

    3:31

  • Plan Before You Build: A Seven-Question Framework

    4:48

  • Key Takeaways and Next Steps

    3:24
02

Building Social Media Campaigns

17 lectures • 50min

  • Map the Campaign build Journey

    1:53

  • Why Simple Campaign Structures Perform Better

    1:28

  • Structure a Meta Campaign and Select Its Objective

    4:39

  • Use Meta Audiences, Signals and First-Party Data

    3:43

  • Balance Broad and Narrow Targeting on Meta

    1:50

  • Match Meta Placements with the Right Ad Formats

    3:04

  • Build a Meta Lead Generation Campaign

    4:50

  • Structure LinkedIn Campaigns for B2B Results

    2:58

  • Target Professional Audiences on LinkedIn

    5:02

  • Choose LinkedIn Ad Formats for Your Campaign Goal

    2:14

  • Build a LinkedIn Lead Generation Campaign

    3:50

  • Set Campaign Budgets and Schedules

    2:05

  • Avoid Common Campaign Setup Mistakes

    2:11

  • Complete Your Pre-Launch Campaign Checklist

    2:04

  • Choose Campaign Approaches for Different Scenarios

    2:19

  • Build a Campaign in Meta Ads Manager

    4:34

  • Conclusion Review Your Campaign Structure and Next Steps

    1:34
03

Measurement & Optimisation

1 lecture • 13min

  • Measuring, Testing and Optimising Paid Social Campaigns

    12:32