Digital Marketing COURSE OUTLINE
Introduction to Facebook Ads
- What is Facebook Advertising, and how does it work
- Difference between Facebook Ads and traditional marketing
- Facebook Business Manager overview
- Types of Campaign Objectives
- Introduction to Facebook Pixel
- How to create a Business Manager
- Adding a Page and Ad Account
- Adding team members/roles
- Adding a payment method
- Installing Facebook Pixel on a website
Buyer Persona & Market Research
- Understanding Buyer Persona
- Differences between service-based and product-based customers
- Creating customer avatars
- Tools for research (Google Trends, Meta Audience Insights)
Competitor Analysis & Offer Crafting
- How to find competitors on Meta Ad Library
- How to break down their offers, creatives, and CTAs
- Understanding ad trends in your niche
- Crafting unique, competitive offers
Ad Creative & Copywriting
- Key elements: Hook, Story, Offer, CTA
- Choosing the correct ad formats (carousel, image, video)
- What makes a scroll-stopping creative
- Visual hierarchy and messaging
Campaign Setup in Ads Manager
- Understanding Campaign → Ad Set → Ad
- Selecting the objective, placements, targeting, and schedule
- Finalizing creative and launching the ad
Data & Performance Metrics
- Understanding CPM, CPC, CTR, ROAS, etc.
- How to read and analyze data in Ads Manager
- Key indicators of performance
- Common mistakes in analyzing data
Retargeting Ads Strategy
- What is retargeting, and why does it matter
- Creating custom audiences from pixels, engagement, and views
- Funnel planning for warm audience retargeting
- Messaging strategy in retargeting
Scaling Ad Campaigns
- Difference between horizontal and vertical scaling
- Duplication strategy vs. budget increase strategy
- When and how to scale
- Lookalike audience integration
Troubleshooting & Long-Term Management
- Common ad rejections and reasons
- Facebook Ad Policy review
- Ad appeal and account recovery steps
- Managing long-term campaigns with learning
